According to businessresearchcompany.com, the gambling industry is increasing at a compound rate of over 7%, and it is predicted to grow to £460 billion by the end of 2024. The majority of this growth is online and as such companies are now focused on the technology side of the industry and how to leverage this to find new ways to attract and retain customers. In this article, we’ll look at ways in which the gambling industry is keeping up with tech trends and the companies transforming the industry.
AI-Powered Personalisation
This allows companies to offer AI-based customisation for customers using their platforms. It allows businesses to use targeted ads, which are chosen based on browsing history and preferences, or offer rewards or benefits chosen on an individual basis. In the gambling industry this has become a common way for companies to interact with their clients.
Take for example, Buzz Bingo, the online casino offering a vast portfolio of slots and games for every set of preferences including themes based on history and sport. The company recently announced they have partnered with Future Anthem to improve their offering to customers. Integrating the innovative software that Future Anthem produces, the casino aims to improve the player experience by analysing such figures as player exit data to offer bonuses and improve player retention. According to a spokesperson for the company, the technology will personalise content for every player and will be able to ascertain what level of the player lifecycle they are at.
Betting platform creation
When it comes to platform creation, companies spend years and a large percentage of their budget to create a customer-friendly experience so that users return. In the betting industry, there are several providers who aim to provide technology that modernises client offerings. The technology is not only used within casinos but across several facets of the gaming industry such as national lotteries. A further example of this technology in use in the sporting industry is the creation of automated bet builder options that can be used across thousands of matches and have already been implemented in football.
Loyalty Integration
The increasingly competitive UK gambling industry relies heavily on client retention. To help with this, loyalty integration software is used by companies to seamlessly integrate their existing customer loyalty programmes into their applications and websites. Using technology whereby different interfaces can interact, companies can provide an improved experience to their customers, meaning they can earn awards across a variety of different touchpoints. These programmes, such as card linking, also make it easier to capture data through software like Google Wallet and Apple Pay.
In the gambling industry, several companies have emerged to specialise in this field, offering programmes that allow players to earn online rewards that can be redeemed for land-based rewards.
The next few years promise many changes in the world of innovation and gambling. Increased competition as well as the growing industry mean that companies will continue to try and develop new software to keep up with industry trends.
