Thanks to information sharing and data brokers there are massive databases that are used for creating predictive algorithms. Big data is used in almost all major industries to predict the weather, consumer behaviour, potential disease outbreak etc.
The gambling industry uses big data as well. Casinos track user engagement, expenses and playtime. No deposit bonuses are a big trend nowadays, and you can find operators at Wageringadvisors that have these promotions. After all, this is an amount that the casino is comfortable with, and almost any player won’t refuse a freebie, since it allows them to gamble risk-free. This is just one example, and here we will take a deep dive into how casinos use big data.
Customer Data Collection
One of the reasons why casinos want to incentivize sign-ups is because it allows them to collect data. They gather personal information such as country of residence, age, and gender.
This gives them a better understanding of target user groups and helps them focus their marketing efforts. Casinos are also interested in what kind of games get the most attention, they measure the time you spent playing the game, and try to figure out what features are desirable.
Analysis and Utilization of Data
Once the data has been collected it needs to be formatted, analyzed and used to create actionable advice. This data is utilized in multiple ways:
- Creating ads with calls to action and measuring their success
- Finding sites or events for advertising that are relevant to their target audience
- Optimizing user experience, creating more personalized suggestions, and bonuses
- Identifying games or features that users prefer, which leads to higher-quality content
Another way gambling businesses use data analysis is to create earnings reports and to make financial projections. They know what games are under-monetized, and which ones are underperforming, allowing them to cut costs.
Fraud Detection and Prevention
Big data is also used to improve user safety by detecting and preventing fraud. In the financial sector, regulatory technologies are leveraged to detect user patterns, and spending history, and notice out-of-the-ordinary behaviour. Even today, people attempt to launder fraudulent money through casinos. Big data analysis and pattern recognition can be used to spot and flag suspicious activity. Open banking policies help a lot as well since regulators have a better overview of how money moves and sources of income.
Online casinos can also use it to prevent cheating. If someone tries to tamper with the software and payout rate, there are tools and algorithms that can detect this. This is one of the reasons why the gambling business has moved away from arcade machines. Gamblers used various devices to trick their mechanism and manipulate the payouts. With data sharing and a collective database, it’s easier to spot people who are frequently winning and look into it.
Challenges and Concerns
Big data has many useful applications, but it also has its fair share of challenges. The number one problem is of course users’ concerns. People aren’t really comfortable with companies having access to sensitive data. They don’t have insight into how that data is kept and what companies do with it. Many businesses simply sell the information to data brokers to earn additional revenue.
Another concern has to do with cybercriminals. If a site gets hacked then all of the sensitive information, like card numbers and emails, can end up who knows where. This is why it’s always safer to play on regulated sites, as there are institutions that can hold them accountable. Moreover, regulated operators need to make sure they are using standard encryption (Secure Socket Layering).
Future of Big Data in Casinos
Data gathering and analysis are valuable to many businesses and industries all over the world. So, it’s going to continue to evolve, and predictive algorithms will continue to improve. That being said, a big rise in blockchain enthusiasts also speaks volumes about how people feel about big data. Many aren’t simply comfortable with how much platforms can access and share. So, there are definitely going to be additional regulations, on what casinos can and cannot collect.
Gambling companies are also closely monitoring trends. For the past few years, we have seen that this industry has tried to tap into potential synergies with the gaming industry. There is also an interest in pay-to-earn games, skin trading, etc. We will definitely see a new type of gambling content in the future that won’t be too similar to traditional casino games.
To sum up, big data provides a lot of value to the casino industry. It helps them optimize costs, create a more focused marketing campaign, and it gives feedback on how to develop future content. It also helps with user acquisition, retention, and overall improvement of the user experience. However, if this is to work for the best, there are some concerns that the industry will have to address.