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

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UK Gambling Commission Publishes Further Data on the Gambling Industry in Great Britain
The UK Gambling Commission (UKGC) has published further data on the gambling industry in Great Britain.
This data, sourced from operators, reflects the period between March 2020 and March 2025, inclusive, and covers online and in-person gambling covering Licensed Betting Operators (LBOs) found on Britain’s high streets.
This release compares Quarter 4 (Q4) of financial year 2024 to 2025, with Q4 of 2023 to 2024, looking at how the market has changed in comparative periods over a year.
The latest operator data shows:
• online total Gross Gambling Yield (GGY) in Q4 (January to March) was £1.45 billion, an increase of 7% from Q4 the previous year. The overall number of total bets and/or spins increased 5% Year-on-Year (YoY), to 25.2 billion, whilst the average monthly active accounts in the quarter increased 2%, to 13.5 million.
• real event betting GGY increased by 5% YoY to £596 million. The number of bets decreased 1%, while the average monthly active accounts in Q4 decreased 2%.
• slots GGY increased 11% to £689 million YoY. The number of spins increased 6% to 23.4 billion while the average monthly active accounts in Q4 increased 6% to 4.5 million per month.
• the number of online slots sessions lasting longer than an hour increased by 5% YoY to 10.1 million. The average session length stayed consistent at 17 minutes. Approximately 6% of all sessions lasted more than one hour, the same as the Q4 the previous year.
• LBO GGY decreased by 3% to £554 million in Q4 2024 to 2025, compared to the same quarter last year. The number of total bets and spins decreased by 5% to 3.1 billion.
The post UK Gambling Commission Publishes Further Data on the Gambling Industry in Great Britain appeared first on European Gaming Industry News.
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Allwyn’s Local Retail Champions Completed First Stage of Their Social Value Store Makeover
National Lottery operator, Allwyn’s, 2024 Local Retail Champions, Natalie and Martin Lightfoot – who own Londis Solo Convenience in Glasgow – have completed the first stage of their Social Value store makeover by installing new colleague headsets to help with security at the store.
The husband-and-wife shopkeepers were awarded £5000 cash and a Social Value store makeover worth up to £20,000 when they were crowned National Winners at Allwyn’s first ever Local Retail Champions awards in December. They had been nominated for the award by their customers for a host of community-focused work, such as organising charity fundraising events and local litter-picking activities, as well as providing a home delivery service for those in need.
Natalie and Martin have beallgun the Social Value store makeover work – which will take a number of months to complete – by installing six new colleague headsets to improve security at the store. The headsets enhance communication between store staff, increasing safety for both customers and staff and enabling colleagues to respond quickly to assistance requests.
The next stage of the store makeover activity will see the installation of new CCTV equipment, replacing the current 15-year-old system. As well as protecting the store, the CCTV currently helps keeps the community safer, with cameras located outside of the store successfully having been used in the past to help with investigations.
The final stage of the makeover will include installation of retail AI technology, with initial plans for this currently being looked at by Natalie and Martin.
Natalie said: “We’re really grateful to Allwyn for what the Local Retail Champions store makeover money is helping us do with security in the store. The headsets have been a godsend. The store has thick walls, making it difficult to hear each other in different areas of the shop, so the headsets allow us all to communicate and respond to things quickly as a team. We’re also in the process of getting new CCTV installed which will provide clearer pictures as the current system is quite pixelated and very dated. We wouldn’t have been able to get any of this new equipment without the Local Retail Champions makeover money, not for a long while anyway.”
Allwyn’s Director of Commercial Partnerships and Retail Sales, Alison Acquaye-Acford said: “We know Natalie is passionate about store security for retailers and has spoken publicly about the subject in the past, so we’re really happy we’ve been able to support her own store’s security needs with the store makeover. And she and her husband are absolutely deserving of the prize – they are a shining example of retailers who go above and beyond for their local community, which is precisely why they were crowned one of our two National Winners at Allwyn’s 2024 Local Retail Champions awards. We’re looking forward to hearing about how the project progresses further.”
The Local Retail Champions initiative is paid for with money from Allwyn’s dedicated Social Value Fund, which is an annual £1 million that the company has committed to using to support operating The National Lottery in an environmentally and socially responsible way. Last year, Allwyn used a portion of the fund to reward and recognise the important role its retail partners play in every community across the UK and Isle of Man – and arrangements for this year’s programme will become available over the coming months.
The post Allwyn’s Local Retail Champions Completed First Stage of Their Social Value Store Makeover appeared first on European Gaming Industry News.
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Darts Player Andy Jenkins Gets 11-year Ban for Match-fixing
Former World Championship semi-finalist Andy Jenkins has been handed an 11-year ban and £17580 fine for match-fixing.
Following a hearing before the DRA Disciplinary Committee Jenkins was found guilty of fixing 12 matches between 22 February 2022 and 5 July 2023 and passing information relating to this to bettors.
Jenkins also admitted using his own account to place 88 bets on matches between 17 March 2022 and 4 May 2023, breaching a DRA rule preventing any player from betting on any darts event.
The UK Gambling Commission’s Sports Betting Intelligence Unit (SBIU) supported the investigation by facilitating information gathered in the course of its enquiries.
Full details of Jenkins’ failures can be found on the DRA website.
John Pierce, Commission Director of Enforcement, said: “This case sends a strong and unequivocal message to all sportspeople – if you fix matches, you are likely to be caught and face serious consequences.
“Betting customers in Britain deserve confidence that the markets they engage with are fair and free from corruption.
“Our Sports Betting Intelligence Unit will continue to work closely with partners such as the Darts Regulation Authority to identify and prevent match-fixing.”
The post Darts Player Andy Jenkins Gets 11-year Ban for Match-fixing appeared first on European Gaming Industry News.
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