Newsazenplay.comAn industry analysis examined potential online-casino uses of predictive analytics, recommendation systems and behavioural analytics. It also highlighted the need for operators to explain what player data is collected, why it is used and how long it is retained.
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New Jersey introduced mandatory data-driven responsible-gambling requirements for online casino and sports betting operators. Operators must use player activity data to identify potential problem gambling, following scrutiny of personalised marketing directed at a high-value bettor.
Playtech’s BetBuddy was highlighted as a machine-learning system that analyses player patterns to predict escalation and support earlier interventions. The discussion also covered using player age, demographics and behavioural data to tailor responsible-gambling messages.
Optimove said its AI decisioning agents are being used by iGaming and sports betting marketers to support onboarding, reactivation, retention and revenue activities. The company described the systems as automating audience and content decisions for player communications.