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Using data to detect insights is a precise science, argues Parimatch Chief Data Officer

Published

6 years ago

July 9, 2019

Using data to detect insights is a precise science, argues Parimatch Chief Data Officer Reading Time: 3 minutes

Rostyslav Maikovych – Chief Data Officer at Parimatch, provides an insight to his presentation at iGB Live! and the challenge of generating reliable data in a post GDPR era, the critical task of drawing as much value from usable data as possible and an exploration of the key metrics that businesses can deploy.

Is data like oil in so far as it has to be refined to be meaningful. No one would put crude oil in a jet plan for example?
Collecting data is only the first stage, but it is essential. To effectively use the data in the processes of business intelligence and machine learning, it needs to be processed correctly, verified and transformed if needed to ensure that everything is correct and accurate and prepared for analysis. Data should be verified based on both accuracy and context. Machine learning requires the right set of features that can be used in ML.
Usually, for normalized data, you need to prepare a relational data warehouse where all information about clients, their behaviour and transactions is aggregated. Then from this repository, you can take data and discover insights, prepare samples for the development of predictive models such as response prediction, or churn prediction, to activate the client on time before he/she loses interest in the service.
You can collect a lot of different data. It can be structured and unstructured data from e-mail, social media, logs, client profile, history of the transaction, etc. In this regard, the search for insights – hidden patterns and features in data sets – is similar to the search for golden sand in a heap of ore. However, it’s still possible.

With so many data breaches how do we build trust with consumers?
We ask for a minimum of personal data. We save all the information we receive, and we do not pass it on to third parties. We take care of the personal data as if it is our own. The primary source for insights is the behaviour of customers and their bets. Due to it, we divide clients into segments, and we can make targeted offers that are interesting to the particular client. Clients benefit from receiving fewer uninteresting mailings and having more exciting bonus and activation proposals that are tailored to each customer.

Do you think consumers now appreciate the value of their data?
I suspect that they do not notice how much data is being transmitted – clicks, bets, markets, teams they bet on. It is difficult for a person to remember what he/she was interested in over one or another period. Moreover, we aggregate and analyse this information to create a more efficient customer journey and relevant content. At the same time, customers get many benefits – such as less spam as well as more interesting and targeted suggestions.
They give more valuable information, for example, to Google – all the search queries and keywords they were looking for. As a result, they are persistently plagued with advertisements that are mostly irrelevant. It’s easier to feel the value of information in this case as you can see the direct result of collecting something close to you. We do not have such an effect with our data. We are only interested in their preferences towards sports and their behaviour on the site.

How do you draw maximum value from usable data and what are the key metrics?
We must take into account what the business requirements and objectives are. If the primary objective is to achieve an increase in conversion, it will be necessary to analyse which clients are better converted and why, at what stages do we encounter the most significant problems, where it is necessary to make a shorter application form or to change the location of the buttons. The metric here is the sales funnel and conversion rate on each step, namely, its increase after fixing the detected flaws in the processes.
Should the organisation want to quickly grow its share on the new market, we need to analyze what sports events and types of bonuses involve most customers, test different types of campaigns for the acquisition, analyse their effectiveness, and use the best. In this case the metrics are the monthly growth of active users, daily active users and additional profit.
Frequently an organisation’s focus is to increase retention rate. We need to identify at what stages there is the most significant outflow. The strategy would be to give customers an offer that is interesting to them or content that enhances their engagement and brings them back to us on the site. For example, the highest level of outflow appears in the first two weeks among a particular segment of clients. We assign our main activities on them, improve onboarding, send them more exciting offers and announcements. The metric here is the retention rate.

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Using data to detect insights is a precise science, argues Parimatch Chief Data Officer

Related Topics:gambling industry in Europe

George Miller

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

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‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: