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It has always been crucial for businesses to make informed decisions on how they should act and develop further. In other words, business intelligence is one of the most precious investments for companies nowadays. It helps them increase their user base, sales, customer retention and reduce unnecessary overheads. Business intelligence strongly depends on data analysis, which gets increasingly complex as businesses grow.
Thanks to the development of artificial intelligence this incredibly complex and difficult process has been automated for the most part. So, let's see how artificial intelligence is leveraged in the casino business, as it is one of the fastest-growing industries of today.
Online casinos strongly rely on their user incentives, or bonuses and promotions in order to acquire new customers. However, they also have an incredibly diverse audience, and they need incentives that cater to all of them. Generally, you can see them offer free spins, but now we also have the best bingo bonus offers, as a lot of casual users simply play those lottery games. This is possible via AI and monitoring user behavior on the platform. Instead of solely focusing on slot games, which is something every platform does, casinos can use this data analysis to find out what other growth potentials are untapped.
The definition of improved user experience has gone from general to individual. Before, this used to mean getting some new features that companies believe most of the users will enjoy. Now, this is still a thing, but right now artificial intelligence is used to generate a profile for each user individually and group them into categories with similar interests.
If you log into two different Netflix accounts you will see that the shows that are offered to that user are drastically different, as they aim to be aligned more with their personal preference. The same goes for online casino platforms, as they have massive game libraries. Creating an account on a gambling site gives the operator a chance to monitor your activity there and offer content that resonates with you the most. Someone might be interested in superhero slot games, other users are interested in blackjack, or baccarat, etc.
In other words, artificial intelligence can be used to increase user engagement. Social networks are already using it by sending specific notifications that are relevant for each user. This in turn triggers them to act and engage with the website. Casino apps can do the same – they can send out notifications on the latest progressive jackpot, a new game from the developer that someone likes, or a new bonus that can be applied to specific games. Basically, instead of spamming the audience with notifications, they only focus on those updates that are most meaningful to them.
Online games heavily rely on AI and data analysis to find out how to improve their content. They closely monitor what game features players find fun or engaging, and what features are not performing as they expected. This is of course both good and bad, on one hand, you are building upon tried and tested elements, but it can also stagnate the amount of innovation you have in your content.
This is pretty much true for online casino games. There are certain slots that perform really well, and their features are dissected using AI. The developers get feedback on what players like in terms of reels, paylines, symbols, volatility, bonus rounds, multipliers, and themes. Any game that performs well greenlights the overproduction of games that are for the most part identical.
The good thing about this is that you get a quality product that a lot of players will likely enjoy. The bad thing is that you overlook the theme of your slot game, and simply use your design theme to reskin an existing slot.
The theme is what creates player expectations, if you have a Mortal Kombat slot game, they want to see how different symbols will interact with one another, but in a way that makes sense. For example, Shang Tsung should be a wild symbol that can turn into anything, Scorpion should drag the relevant symbol to the same row, and Sub-Zero should be able to freeze the whole reel. This is not something you can get by relying on AI and analysis, you need to rely on your own knowledge of the theme in question.
Clearly, artificial intelligence has brought about a lot of improvement to this industry. However, it created an ironic effect, where those creating the content do not like to be risk-takers themself, and mostly rely on AI to tell them how to do things in certain departments. This is pretty much the case in the entire entertainment industry. Content creators want to dissect successful games, movies, and TV shows, and then just recycle those elements hoping it would guarantee their success. Unfortunately, something that's been told or seen over and over again stops being entertaining over a short time period.
