Home > Brand Views > Tech & innovation > Power through personalisation

Power through personalisation

| By Elena Carruthers | Reading Time: 3 minutes
We all know that personalisation is a powerful tool, but how can operators use it to gain a competitive edge? Dario Arruda, CEO of The Mill Adventure delves into the possibilities brought by AI-driven personalisation.

In today’s igaming landscape, there is a huge amount of competition, making it difficult for existing operators to remain relevant and new operators to gain traction. As the industry evolves, it’s becoming more important to offer customers tailored gaming experiences to attract and retain their interest. 

Fortunately, with the right approach, supported by technology, comes the opportunity to engage customers with content that resonates. This is the view of Dario Arruda, chief executive of The Mill Adventure. 

Arruda drew on the company’s positioning in the marketplace as a start-up and the insights they’ve gained along the way.

Re-entering the igaming sphere as a start-up requires having a strong grasp on new and innovative technology and less reliance on archaic systems. This level of agility allows start-ups to easily identify processes that hinder success.

“As a start-up – we are in a privileged position of examining the igaming industry with a fresh and unique perspective and having the courage to question the efficiency of current processes,” he says.

A significant factor affecting revenues for online casinos, according to Arruda, is promoting outdated and insubstantial content, and archaic, manual efforts to populate these game lobbies.

The Mill Adventure is on a mission to challenge and inspire the way that igaming businesses operate, specifically around automation, compliance and adaptability. 

While sticking to existing processes might feel like a secure bet, operators should take an inquisitive and open-minded approach to personalisation if they want to truly evolve with the times.

Learn from the best

When it comes to personalisation, there are a few companies to take inspiration from. Streaming giants such as Netflix and Spotify have revolutionised the way people consume content through personalising the experience. 

“Personalisation is one of the pillars of today’s most successful media and entertainment companies such as streaming service giants. Both have mastered a level of personalisation that is both efficient and seamless – successfully transforming one product into multiple variants meant to satisfy every unique customer’s desires and needs,” says Arruda.

“We believe in the same insights and approach that drive these brands and believe that our own reimagining of similar technologies and strategies could usher in a new level of optimisation and growth for igaming businesses.”

This is what inspired The Mill Adventure to launch its own solution, SmartLobbies, which, like Spotify and Netflix, uses artificial intelligence to personalise the experience for users.

Trust the data

With dozens of game launches every month, customers may feel overwhelmed at the choice, according to Arruda.

Arruda explains that sometimes, less is more. With The Mill Adventure’s AI-powered solution, SmartLobbies, game recommendations are uniquely crafted based on data-driven insights.

“We are able to curate a unique games’ list for each player by combining information about the users themselves, games metadata, and past interactions between the users and games such as habits and preferences.”

Eliminating the time spent browsing means less friction, boosting engagement and player retention. With a fully tailored offering of games, customers can dive straight in and start interacting with the content on offer.

“The downside to having seemingly limitless games coming out regularly is having to scour through a continuously growing content catalogue – taking away from time that could be used enjoying the games themselves. One of the key features of our SmartLobbies is the insight-based, and data-backed recommendation of games,” he says.

A casino lobby that provides real-time metrics around game popularity in different markets, customer habits and so forth, is one that empowers operators to respond to these trends as they see fit. The use of BI allows these trends to be responded to in real-time, when they are the most relevant. With this in place, it’s possible to work smarter and not harder.

Once operators have more time on their hands, they can spend more time developing their brand’s core identity, optimising customer journeys, and less time bearing the burden of operational tasks.

Beyond personalisation

Personalisation and automation goes beyond just driving efficiency, rather it allows casinos to continually expand their customer base. Having the infrastructure in place to enter new markets saves operators the tiresome task of continually updating and reviewing existing processes 

 Compliance and adaptability also underpin all our solutions – ensuring a remarkably safe environment that is fully compliant with relevant gaming regulations and standards. Our solutions are also built to be seamlessly adapted to different jurisdictions,” explains Arruda.

“We have decided to take on a path of automating whatever we can and championing the strategy of employing optimized solutions that lead to higher margins while requiring fewer resources.”

“Our ability to conceive such ambitious projects such as SmartLobbies or ‘Netflix for casinos’ and successfully execute them into a fully operational solution notwithstanding various jurisdictions and technical challenges is what defines our unique position in the industry,” he concludes.

Subscribe to the iGaming newsletter