Over 4,5 billion people are connected to the Internet in 2020, a number that keeps growing every day, and has become an essential measure for governments worldwide.
With this in mind, it is no surprise that many industries have adapted to the new age and have migrated or evolved to offer online services. Nowadays it is possible to get any goods via delivery, and the offer of services is practically endless.
One of the businesses that has best readjusted to the Internet revolution in online gambling. Twenty years ago, the first online casinos opened its doors, and since then, well-established companies like 888 have been operating around the world.
Back then, players were amazed at the possibility of gambling in their homes, and the business turned profitable shortly. As time went by, new games were added, and today, there are hundreds of variants, and live-dealer games are the new trend.
With ever-changing technology, the online industry is adapting again, and Big Data is responsible for this. The amount of information that people have left on their Internet footprint is becoming more valuable every day.
Online gambling companies are starting to use Big Data tools to improve the user experience, which has proven to be a critical success factor for brick-and-mortar casinos, where players are praised from the moment they walk through the door.
But what kind of information do online casinos use, and how do they use Big Data to have a better product?
Responsible gaming
Fighting gambling addiction is a top priority for the online casino industry. Although it may seem counterproductive, casinos are more interested in identifying and controlling patterns that can lead to gambling problems.
Why? Because that hurts their business in the long run, since they need the players to feel good when they play, and their reputation is affected at any time that a piece of news related to this unfortunate situation.
Analyzing all the patterns of hundreds of thousands of players can lead to identifying any signs of compulsive gambling at an early stage and developing plans to help players overcome it. Some tools are even developed to launch pop-ups windows that offer help to control gambling addiction in time.
Custom bonuses
With hundreds of gambling sites available on the Internet, deciding where to play is not easy. Switching casinos is as easy as switching a shirt. Therefore, it’s crucial to offer the best bonuses to attract new players and retain existing ones.
But the catch is that each person likes different things, and in this situation, Big Data is particularly useful. Why? Because online footprints tend to include a search for previously purchased goods and services, and even wish lists created in online stores.
With this valuable information, gambling sites can create tailored promotions for players.
Another major bonus that is tailored using Big Data is the welcome package. Attracting players is a crucial task for online casinos, and many of them are driven by how their first deposit is rewarded. In some regions, gamblers prefer to try games with free spins, while high rollers may be looking for the best value for their transaction.
Localization
There are almost 200 countries in the world, each with different customs and traditions; This includes gambling and, for example, while hockey is popular in the US, cricket is the most famous sport in India.
Based on this, casinos use Big Data to gather information on what games players are looking for on the Internet to offer clients in exciting markets.
Global games like Baccarat or Blackjack are a must in any online casino, but you will certainly appreciate if the card game you played in your childhood has been developed and brought to the comfort of your home.
By analyzing gaming trends, casinos can add local games to offer only in a particular region in which they are interested. Players will surely appreciate a personalized offer rather than a standard list of games.
Game fairness and security
Gaming security is a significant concern of the online gambling industry. Casinos invest time and resources to create a fairer environment to play. This isn’t an easy task because cheaters still see a profitable opportunity trying to deceive online casinos.
Big Data is also being used to stay one step ahead of unscrupulous people who develop software or use any technique to scam casinos and other players. This is accomplished by checking for any unusual behavior at the tables and doing random checks when an automated system raises a flag.
This is particularly true in skill games like poker, where bots and other advanced tools are used to make money at the expense of honest players.
Bonus abuse practices can also be identified by checking how often players switch from one gambling site to another, and the identity of the account holder can be quickly confirmed with Big Data.
Payment solutions
When it comes to online gambling, it’s crucial to have a comprehensive payment solution that allows gamblers to deposit and withdraw quickly.
This is not always easy because every region handles money differently: some countries prefer to use credit cards, while others use mostly cash.
To find an intersection with how local people handle money and what payment methods they should accept at the casino, they use Big Data to check buyers’ behavior and check all previous transactions in the area/country.
These are just some of the tools used by the online gambling industry to enhance their product by taking advantage of Big Data. Although the trend is not new (data analysis has been used for many years), the amount of data available grows exponentially every day.
Therefore, in the short term, we will see how the gambling industry continues to change and add new products and services based on the analysis of its users’ behavior, which will result in a better user experience.
