Inside Asian Gaming

IAG AUG 2020年8月 亞博匯 82 FEATURES operators can gather about players via real-time data enables them to be more proactive in assisting the development of regulations in new and existing jurisdictions. Customer lifetime tends to be impacted in the first few hours, so being able to action in real time is a huge benefit. BB: Why is efficient data management so important for gaming operators? JK: One of the most important aspects of data management for gaming operators is in relation to sustainability. Investing in a real-time data platform provides operators with instant access to vital insights such as identifying problem gamblers in real time. This allows them to act faster and resolve any issues on the same day they are flagged, rather than a few days later, which is often the case with traditional data platforms. Real time data provides operators with key decision making insights that allows them to analyze player lifetime value and player patterns. It also enables them to identify high value customers so they can present them with the content they desire on demand, making for a better user experience and allowing operators to retain and increase their player lifetime value. BB: From your experience, how do the requirements of land-based operators differ from those of iGaming operators when it comes to data? JK: The differences vary depending on the entertainment options available for the land-based operator. Player loyalty bonuses can vary a lot especially if loyalty points are redeemable across restaurants, casinos and other entertainment venues. This can become a challenge to collate all the user information into one account, especially when technology differs and one would need to have all data collaborated and communicated together. Having a unique user account and wallet for both online and land-based operators helps the business to be more compliant and understand more about the customer. This is a similar scenario to what we have available for Hard Rock, our partner who operates in New Jersey and Iowa.