Personalisation a crucial battleground in igaming

Personalisation a crucial battleground in igaming

Monday, December 19, 2016 Posted by Andy McCarron
Qubit is helping BetBright provide a personalised customer experience

Data and customisation specialist Qubit says that the best gaming operators will be the ones that make the customer feel special, but the expertise to do that effectively is tricky to master.

Last week Qubit announced a partnership with Irish betting firm BetBright, which is seeking to boost its personalisation capabilities and make it stand out from the crowd. The bookmaker said that Qubit’s tools and functions were needed in order for the operator to ‘understand and influence customers in one-platform’.

Jonathan Patterson, senior business development manager at Qubit, told “Personalisation and digital experiences are rapidly becoming crucial battlegrounds in the sports-betting and iGaming sectors, as customers demand that operators start to understand them better.

“While the complexity of the digital products and ultra-perishable inventories of these sectors make tackling personalisation a challenge, the amount of first party behavioural customer data these businesses have access to would make other industries salivate.

“Many operators, such as BetBright, already have advanced data warehouse systems and are experimenting with deploying predictive models on top of this data. But this data needs to be brought together from every part of the organisation, in order to be able to develop a deep understanding of each customer, and deploy hyper-personal experiences at the exact point when they are most engaged.”

BetBright is to use Qubit’s ‘real-time’ technology throughout its verticals as the operator optimises a busy sporting schedule. Furthermore, Qubit processes will allow BetBright to ‘differentiate in a crowded marketplace’ as the young operator challenges legacy betting firms.

As a technology platform Qubit has prior industry experience, having worked on customisation and data-led projects with Ladbrokes, BoyleSports, Lottloland and Betfair.

Brian Mahon, head of product at BetBright, added: “Controlling our own technology is fundamental to delivering our differentiated product. This means we are very selective with the 3rd parties we work with.

“With the Qubit platform and data infrastructure we’re further accelerating the development of our in-house Sportsbook and Casino products, as well as opening up some really exciting opportunities for our developers. It’s vital that BetBright retain control of our roadmap to ensure flexible and agile innovation and to move faster than our competition, Qubit provides this for us.”

Totally Gaming says: Gaming operators have so much data on their customers, the potential for providing the ultimate personalisation experience is already there. However the skill is being able to sift out the ‘noisy data’ and use what is pertinent, which unfortunately will change from customer to customer. Should BetBright succeed with Qubit’s help though, it should make customer retention a much easier prospect.

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