We’ve been hearing the term “personalization” since online services came into existence. Websites around the world are trying to offer a “tailor-made” experience when you visit them. For example, a news site may show news on topics that interest you as a priority. On sites like https://vulkanvegas.com/ca, you can see your favourite game genres in the first place. However, there is a limit to all these personalization efforts, and it is not possible to make the site or the service completely personalized. The biggest reason for this is that technologies that can offer more than that have not been developed yet.
At least, that was the case until now. Currently, many companies around the world are trying to truly personalize digital services using a combination of artificial intelligence and machine learning technologies. When you visit a website, you may think that it has been specially prepared for you: innovative technologies make this possible with advanced personalization options. So, how exactly do these systems work and what should we expect from them? We answer these questions below.
Creating a “Singularity” Model
We can explain how new personalization technologies work by explaining the “singularity” model developed for iGaming. Singularity is a model developed by a company called Fast Track and aims to create a 1:1 experience. This means that each user can access content customized to their preferences. Every aspect of the digital service is personalized, meaning it promises much more than just showing your favourite games or services first.
The singularity model works on a platform and creates a persona for each user using real-time data mining techniques. Although it was developed as an iGaming CRM, the techniques it uses can easily be adapted into other industries as well. When you become a member of a site using this model, every action you take is tracked in real time by artificial intelligence and machine learning to create a persona. This looks like this:
- Favourite game genre: Jackpots
- Most played game: Mega Moolah
- Win/loss ratio: 1/3
- Most frequently used bonus: Free spins
- Preferred communication method: Email
- Active time: Afternoon
Gathering this information is actually not a difficult task, even now there are many CRM applications that can do this. However, the important thing here is to analyze the collected data and use them to interact with this person on a 1:1 level. There is no CRM software that can do this, and it is not possible to make these decisions manually for every customer.
That’s why today’s CRM software often creates “customer categories” and uses the same interaction techniques for all of them. For example, by creating a category for “single men over 30”, hundreds of customers can be placed in it, and they will be interacted with in the same way. However, if individual interaction could be established with customers in this category, it would be possible to achieve much better results and provide a truly personal service.
Let the Data Decide for You
The singularity model can do this easily. Instead of dividing users into groups, it creates a personal data pool for each and can use this pool to customize that customer’s experience. For example, in the example above, the singularity model could have automatically assigned this customer 20 free spins on their most played game and notified this player via email in the afternoon. In other words, it could reach the customer with the preferred communication method during their active hours and create a special promotion just for them.
You cannot do such a thing with existing CRM software, but the singularity model combines artificial intelligence and machine learning and works 24/7: each customer’s actions continue to be tracked in real time. You can imagine that over time, the collected data could be used much more efficiently than the example above. This model could create a custom website for each user, define personal bonuses, set up loyalty programs or ensure that only certain people play certain games. In other words, it can do everything “people” already do on iGaming sites and more, with no intervention required.
The singularity model also has dashboards that can be accessed by everyone in the team, and they can display real-time data in different ways according to authorizations. For example, while the management team gains access to more detailed data, customer representatives only see tables with limited data. The model can also make fairly consistent predictions about the future. So, for example, it can show you what you should expect from a particular customer financially.
The collected data is also useful for customers because, for example, if you have lost multiple times in a row, this model can instantly identify a mysterious reward for you. Likewise, it can show notifications when a certain game is “hot” or create personalized greeting messages. Moreover, since it is a multi-channel product, it can do these on different platforms (desktop/mobile). In the near future, AI-powered CRM models will personalize all the services we receive on an unprecedented level. Whether we want it or not, we share information about ourselves with every digital action we take. Until now, customization options have been limited as there is no technology to fully process this information, but they will soon become much more impressive.
