Personalization and The Paradox of Choice in iGaming
iGaming as a form of eCommerce is still falling behind other eCommerce companies like Amazon, Booking, Netflix, and the like. One example of that is the lack of personalized customer experience that we are going to talk about in the next lines.
Personalized offering based on personal preference = better offering
In most brands, returning players get the same generic offering in casinos and sports betting, disregarding their past activities. One example is the quick launch of favorite content. Most websites support this functionality but require the players to mark their favorite slots and sports and markets explicitly. While this DIY approach is valid for a new player, there is no good reason not to implement an implicit technique for returning players. After all, in the digital domain, players leave fingerprints in the form of betting activities that can be collected and analyzed in a much more sophisticated way than just favorite content.
iGaming operators struggle to retrain players in a highly competitive environment where the competing operator is just one click away. It becomes an even more challenging task when in most cases, everyone shares the same content. Personalizing the player experience holds significant potential to increase player loyalty and longevity. The higher the level of service players will get, the higher their potential to stick around.
Take content as an example
Returning casino players may get the same generic games matrix, which holds a huge portfolio of thousands of slots games in most cases. Players cannot possibly digest all of them, not to mention that another 10-20 games are added every week. Similarly, sports betting players are getting the same generic tables of 30+ sports x leagues x thousands of events x hundreds of markets. In his book The Paradox of Choice: Why More is Less, Dr. Barry Schwartz refers to “Choice Overload” and the tendency to get overwhelmed when presented with many options. iGaming operations can follow the Netflix example of personalization to reduce the paradox of choice and offer a more contextual and relevant catalog. It starts right at the very first journey where new Netflix customers are presented with different titles so that Netflix can get a taste of their flavor and input their choices to their recommendation engine.
As a result, they get a decent starting point with building the very first personalized catalog view. From here onward, Netflix will collect a lot of customer input to personalize the offering further. They also have DIY functionalities like “Add to my list” and “Search“. Still, in most cases, the level of service is so high that Netflix customers usually enjoy personalized service in an implicit approach, for example, the “Continue Watching” and “Top picks for you“.
The similarity between Netflix & an iGaming operation as a form of eCommerce does exist
In Netflix, there are thousands of titles, yet they use technology better to produce a better-personalized experience. Personalization is not just with content but also with an offering like gambling bonuses. There are cases where returning players who made a 2nd or 3rd deposit are still being offered the welcome bonus that they will not be able to claim. In other cases, the bonus offer does not meet with the player’s activities. For example, a player who bet 10 euros is offered a free spins bonus of a 1 euro bet.
Players’ demands satisfaction
At Delasport, we take a player-centric approach to perfect the user interface and give players maximum service at minimum friction. We have one of the most advanced Sports Betting interfaces in the industry. Our mobile UX allows smooth player navigation and elevates their experience through the many sports events and markets with intelligent categorization, automation, and personalization.
We are presenting sports events upon past Player activities and by Geo-Location. For example, the second league sports event will get a top UX position for players who live near the participating team. The Player’s minimum and maximum bet size may be adjusted accordingly to the Player’s VIP level and LTV. We have an ongoing goal to create a better product by continuously learning about the Player’s activities. We analyze players’ sessions and betting activities to reveal deep insights into player behavior and offer personalized betting opportunities.
We can strongly guess what the future of personalization holds. it’s highly likely that the answer is machine learning and AI. As an ongoing technology trend, they will continue to lead the way. But learning about the player’s behavior is not just about gathering data. Of course, it will help and analysis of gambling patterns can support in many effective ways, but the future of personalization also needs to have a more human approach.