G2E Asia

AI & machine learning revolutionize casino marketing

Imagine a world where casino marketing strategies are as seamless as a well-oiled machine, where every move is calculated, every decision is informed, and every player is treated like royalty. This is where artificial intelligence (AI) and machine learning (ML) come into play.

AI refers to intelligent machines that can mimic human intelligence and capabilities. ML is a subset of AI that enables machines to learn from data and make improvements, predictions, or decisions without being programmed.

At the Global Gaming (G2E) Asia Expo, Pegasystems’ Nihar Joshi, Go-To-Market Lead for Asia (GTM), shared the latest advancements in AI and ML.

These cutting-edge technologies possess a great capacity to reshape the gaming industry’s marketing landscape, influencing strategic decisions and operational efficiencies that drive business success.

Enhancing Customer Experience

In his presentation, Nihar Joshi emphasized the potential for AI and ML to boost casino marketing, stating that they “transform marketing metrics into business benefits.”

By leveraging AI and ML algorithms, casinos can analyze player behavior and preferences to conduct predictive analysis, allowing them to forecast player behavior and optimize their marketing strategies accordingly. This includes identifying high-value players, detecting anomalies, and providing targeted promotions in the form of “nudges, offers, or nurture messages.”

By harnessing these innovative technologies, casinos can now leverage vast datasets on player behavior, preferences, and demographics to pinpoint specific customer segments.

This granular understanding empowers gaming properties to tailor their marketing efforts and interactions with unparalleled precision, changing the way they connect with customers and drive loyalty.

Marketing Efforts and Results

During his presentation, Joshi drew attention to a Total Economic Impact (TEI) study conducted by Forrester Consulting, which examined the marketing strategies of several major operators using Pegasystems.

The study revealed that these operators have achieved significant improvements in player retention and revenue, as well as enhanced cross-selling and up-selling capabilities, as a direct result of their targeted and personalized marketing efforts leveraging AI and ML.

The study’s findings were striking, with a 589% return on investment and USD677 million in revenue growth, accompanied by USD11 million in cost savings.

The results demonstrate the substantial financial benefits that the Pega 7 Platform has brought to the organization.

Smart Gaming Tables Boost Casino Marketing

Integrating AI and ML with smart casino tables amplifies the impact on marketing effectiveness.

These smart gaming tables track player behavior in real-time, providing valuable insights into preferences and tendencies.

This data optimizes game offerings, promotions, and table layouts to maximize engagement and satisfaction.

AI-powered tables also detect potential cheating or any anomalies, ensuring a fair and secure gaming environment.

The adoption of AI and ML in casino marketing is transforming the industry in Asia.

By leveraging these technologies, casinos can provide personalized experiences, optimize marketing strategies, and enhance customer relations.

As the gaming industry continues to evolve, the integration of AI and ML will play a vital role in driving growth, engagement, and revenue. Nadia Shaw

Categories Headlines Macau