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The online gambling industry is growing and is set to reach a record high of $87 billion in 2024. While access to new technologies has always been responsible for pushing the online gambling industry further, it is the access to data that is currently making the biggest impact. Some of the ways in which data analytics are being utilized and are transforming the online gambling industry might just surprise you.
Online casinos collect customer data in the same way that other businesses do, by monitoring on-site activity. An online casino will monitor customers from the moment they arrive on the site. The business will even be paying attention to how the customer arrived—whether they searched organically or followed a link. From the first moment on-site onwards, the user's activity will be monitored: tracking where a customer moves through a site, which games they remain on the longest, how they interact with other players, and how much money they spend.
Not only will online casinos monitor the behavior of customers on-site but they will also look into who these players actually are. The online casino will try to collect as much data as possible on customer demographics, as well as on-site behavior.
The unprecedented access to customer data is truly having a transformative effect on the whole online casino industry. Some of the ways in which access to data and data analytics are transforming the online gambling industry are listed below.
Access to data analytics is enabling online casinos to make their games even more enjoyable, motivating players to continue interacting with a game for as long as possible. These changes can be completed on a number of different scales. Online casino wild symbols are just one example of how slot games can be made more exciting, as the wild symbol introduces more user control and increases the playing stakes. Data analytics can show online casinos that even making small changes such as adding wild symbols to a slots game can make a very big difference.
Access to customer demographic data enables online casinos to improve the effectiveness of their marketing campaigns. How a user acts and interacts with a website will tell an online casino a lot about the habits and preferences of their target audience. This means that online casinos are better able to tailor their marketing efforts, both on- and off-site to suit their most valuable target market.
Access to user data enables online casinos to create a more informed user experience and customer journey. This is because once online casinos have access to the data they need, so they can see how people are organically interacting with their site. In simple terms, this makes it easy for online casinos to spot what is going right and what is not as successful in order to expertly tailor their user experience.
