Data analytics in gambling provide information on player behaviour and thereby improve player retention. By analysing gaming patterns, casinos can reduce the risks associated with problem gambling behaviour and better protect Online Pokies fans. 

In this article, we look at how data analytics can be used in various areas of online gaming and whether it will benefit the final consumers.

What is Data Analytics

Data analytics and business intelligence should not be confused, although there are similarities between these terms. Business intelligence includes a variety of tools and techniques that help you manage your business. These include databases, data sources, data warehouses, algorithms, user interfaces, dashboards, and other visualisation tools, including real-time analytics sites.

In order for business intelligence tools to function effectively, data analytics techniques are used to dig deeper into an organisation’s data and perform specific tasks to apply business intelligence to solve known problems.

In other words, data analytics encompasses all activities aimed at implementing meaningful business intelligence decisions, while business intelligence itself is concerned with applying specific insights from data analysis with the right tools to make more informed decisions.

Data analytics provides efficient methods to manage the huge amounts of data generated in the twenty-first century using tools such as data mining, predictive modelling or machine learning.

Application of Data Analytics in Online Casinos

Data analytics in online casinos helps to understand the preferences and needs of both new and regular players. The system collects data on their behaviour, spending levels, frequency of visits and social media activity. This data is used to personalise the player experience, optimise marketing campaigns, offers and improve casino performance. 

Data analytics finds various applications in online pokies Australia operations. Among the most common ones are the following:

• Business Intelligence (BI). Includes data integration, data warehouse technologies and analytics to provide managers and teams with relevant, historical and meaningful data.
• User Relationship Management (CRM). Uses social media analytics and CRM to provide insights useful for marketing and public relations management. This helps personalised user experience and the success of the organisation.

Challenges and Ethical Considerations

In today’s environment, online casinos in Australia face many challenges. These include government laws and restrictions, an additional 15% tax on player losses, foreign competitors, the operation of expensive infrastructure and expensive licences, the need for government monitoring and oversight, and data security and privacy. 

But experts believe that the introduction of data analytics tools will support policy and regulation that will contribute to a stronger and more sustainable gambling sector.

Australia must now comply with general data protection regulations regarding the collection, processing and management of certain types of data, such as Australian online pokies instant withdrawal. As the researchers note, there is potential for abuse of big data technologies, so it is important to tailor these rules and obligations to the specific circumstances where problems may arise, or even modify them to provide more direct and robust safeguards.

Violation of these rules can have not only financial consequences, but more importantly negative social consequences. It should be borne in mind that using players’ data without their consent or using it in bad faith may have a negative impact on their gambling decisions. 

Examples of Successful Implementation of Data Analytics

The study found that data analytics helps to improve online casino services.

Here’s what we’ve been able to do:

• Identify suspicious transactions. Specialists have created a tool that collects information about players and assesses the risk that their actions violate the law. For example, whether they are laundering money.
• Predicting big winners. Another tool uses sophisticated algorithms to pre-determine players who are likely to win big.

In both cases, the information is passed to the casino’s security team, which checks for suspicious players.

One casino wondered if there was a correlation between how much money a player spends on the pokies online and his chances of winning big. It turned out that it is very difficult to trace this relationship manually, because a player can play for several years.

Therefore, experts used data analysis software that helped to find patterns in players’ behaviour. Now, if a player starts spending more than usual, the casino can contact him and check his data. 

Technologies That are (Expected to) Change Gambling

Let’s break down what other technologies besides AI or VR will appear in gambling in the future.

The first swallow was cryptocurrency such as Bitcoin. It uses blockchain technology, which allows information to be stored and transmitted securely. Cryptocurrency works independently of banks and governments, it does not need intermediaries.

More and more casinos are now accepting cryptocurrency because it is harder to block than bank cards. This is convenient for fans of new Australian online pokies, but creates a headache for casino security services. The fact is that with cryptocurrency it is more difficult to control suspicious players who may launder money or be somehow connected with criminals.

Now all casinos need to improve their security systems. They need to clearly show players how much they have to pay to transfer money in cryptocurrency. In addition, casinos should check suspicious players even if they use cryptocurrency. This will help protect casinos from fraudsters.