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How level five AI can help operators superscale efficiency and profitability in 2023

Published

1 year ago

February 3, 2023

Reading Time: 4 minutes

With Markor Technology recently partnering with Ibex.ai to strengthen the range of solutions it can supply to partners, we sat down with Thomas Aigner and Melissa Summerfield to discuss the benefits the tool offers CRM teams and the impacts of AI and machine learning in the wider iGaming industry

Before we get into how Markor will utilise Ibex.ai to strengthen its client offering, can you tell us a bit more about the company’s core concept and how it differs from other rule-based AI systems?

TA: When Ibex was started, our core focus was to really look at each player individually and come up with ways to maximise their lifetime value. We weren’t happy with the level of personalisation and automation that existing technology could deliver, so we set about re-thinking the process of a CRM campaign from the bottom up. With the machine learning models that Ibex utilises, it’s able to create a full profit/loss calculation for individual players that takes into account everything from the payment method they use to the costs of sending a bonus via SMS or email. From these calculations, the system is able to implement the action that has the highest impact for each player while also learning and optimising its models based on the previous outcomes. In this respect, Ibex differs from some of the more traditional, rule-based systems – where CRM teams usually still have to build a customer journey to trigger their desired action – as it provides a true level of automation by constantly A/B testing its approaches and evaluating their performance without the need for manual prompting from the user.

Last year, Ibex.ai was involved in a ground-breaking trial where it was pitted against a human CRM team and delivered some pretty convincing results – what factors helped contribute to its success?

TA: Over the course of that study, Ibex delivered a 20% increase in NGR and a 17% decrease in bonus spend when tested against what a human CRM team was doing. One of the keys to this success was the fact that our technology doesn’t need to create and target customer segments in the way that a traditional CRM team does. Instead, we looked to fundamentally overhaul the approach taken by CRM teams and place a greater emphasis on targeting each individual player, meaning that the bonuses Ibex offers are 100% personalised. Additionally, Ibex can look at how each player reacts to its offers and use this data to automatically decide and trigger the next best action specifically for them. This is known as level five automation and means it can build optimal models by itself, with CRM teams then being able to look at its choices, understand the actions and use them to come up with new campaigns.

Another perk of Ibex’s approach is that the system is able to quickly identify bonus abusers, who obviously have a big impact on a CRM team’s overall profit/loss figures during each campaign. Whereas manually rooting out bonus abusers and segmenting them accordingly is a costly and time-consuming process, Ibex’s personalised, player-by-player approach means the technology can easily spot signs of bonus abuse and decide that the best action in these cases is often not to issue any offer.

The increased use of AI in traditionally human operations is something of a hot topic at the moment – is Ibex.ai intended to replace CRM teams entirely or merely supplement what they currently do?

TA: This is a really important question and one we get asked a lot because of the high level of automation Ibex can deliver. Our AI is not at all intended to replace CRM teams or take away human jobs, but rather to enhance their current capabilities by removing some of the day-to-day legwork. This gives them more time to focus on building creative campaigns and optimising their overall strategy, which can in turn help them increase profits without taking on further costs. With this in mind, CRM teams shouldn’t be fearful about AI replacing them, but should instead be experimenting with it and learning its capabilities so they can better understand how to work alongside it in future.

How will automated technology such as Ibex.ai enable online operators to better structure their CRM teams going forward and will it allow for a more efficient distribution of resources in future?

TA: We’re already starting to see this with our current partners. By using an AI like Ibex, it’s possible to take some of the manual legwork out of the CRM process – i.e. defining a target group and then scheduling/executing a campaign – which in turn gives executives more time to focus on the creative side of things and how they refine their top-level strategy. One of the important things to remember about Ibex is that it’s not a content generating AI, but rather one takes all of the templates and bonuses that are already in place and combines them to get the most optimal results. As such, removing a lot of the manual admin can give CRM more freedom to focus on creating better content.

From Markor Technology’s point of view, how does partnering with highly-specialised companies such as Ibex.ai enable you to enhance the service that you’re currently able to offer your partners?

MS: Markor has always been focused on providing innovative solutions for our clients – and one of the value propositions that we pride ourselves on is that our iGaming technology is powered by AI and machine learning. The role of this technology is to make people’s lives easier, so by onboarding specialised partners such as Ibex, we can automate more, decrease human error and track data so it can drive informed, real-time business decisions. By streamlining operations in this way, we save our clients’ time so they can focus more on high level topics such as branding and business development.

Can you tell us a little bit about some of the advantages that Ibex.ai gives to your online casino partners and how the technology has been incorporated into your current PAM platform offering?

MS: One of the main benefits that Ibex has delivered for us is that it intelligently targets customers and increases their lifetime value – two things that have already been backed up by the company’s reports. By constantly A/B testing its actions and learning from the results, Ibex is able to consistently choose the optimal offer or reward based on the projected value of each player, meaning once a network of campaigns has been set up, CRM teams will be free to focus on their overall user strategy.

Latest News

Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025

Published

14 hours ago

May 2, 2024

George Miller

Reading Time: < 1 minute

Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025

Join the most influential gaming industry professionals from throughout the world when ICE opens at Fira Barcelona Gran Via, 20 –22 January 2025. The first edition of the world-leading business event to be held outside the UK will feature a record 1,000 exhibitors following unprecedented demand for space from world gaming’s leading innovators covering every sector and every jurisdiction.

ICE and the co-located iGB Affiliate – which will occupy 120,000 square metres compared to the 100,000 sqm used in London – connect the entire global industry and provide access to the very latest cutting-edge innovations, technological solutions, regulatory updates, and insights which assist entrepreneurial businesses to enter new jurisdictions and build market share.

ICE is the event where the industry launches tens of thousands of game-changing, landmark products and where visitors can explore the future of gaming. For more information on the event where the world of gaming goes to do business and to register: icegaming.com

The post Explore the future of gaming at ICE Barcelona: 20 – 22 January 2025 appeared first on European Gaming Industry News.

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SIS and Premier Greyhound Racing reveal improved greyhound race time schedule

Published

17 hours ago

May 2, 2024

George Miller

Reading Time: 2 minutes

Sports Information Services (SIS), the leading multi-content supplier of 24/7 live betting services, and Premier Greyhound Racing (PGR), the media rights company supplier of greyhound racing to the betting industry and direct to viewers, have collaborated to offer a revised race time schedule starting from 20 May.

Designed to protect the long-term future of UK greyhound racing, the new schedule will see morning fixtures start slightly later – moving from 10.47 to 11.01 and 10.54 to 11.09. Additionally, there will also be a slightly later start time for some evening fixtures aimed at a retail audience, with the first evening fixture now starting at 18.08.

Commenting on the improved schedule, Terry Mahoney, Head of Business Development at ARC, said: “The new race times will help make it easier for customers to navigate busy racing schedules as well as improving operations trackside. We will continue to listen, monitor, and adapt schedules where and when needed as we move forward to deliver the best service possible for betting operators as well as punters.”

Paul Witten, Managing Director at SIS, added: “We are passionate about delivering a greyhound racing service that benefits all of the sport’s stakeholders. Together with Premier Greyhound Raxing, we have introduced a revised racing schedule that benefits operators and their customers.

“Our approach to greyhound racing is grounded in sustainability and flexibility. This collaboration with fellow service providers allows everyone to enjoy all the high-quality action produced on a daily basis from tracks across the UK and Ireland.”

SIS has long-term agreements in place with bet365, William Hill, Paddy Power and Betfred to deliver its greyhound content across UK and Irish retail and digital channels. SIS also promotes this content across dozens of leading international operators, as well as through SISRacing.tv.

PGR offers greyhound action, cards, video replays, results, news and info on greyhounds.attheraces.com, and regular live broadcasts on Sky Sports Racing. Premier Greyhound Racing is a joint venture between Arena Racing (ARC) and Entain, the global sports betting, gaming and interactive entertainment group. Between them, the two companies own nine of the 20 licensed British greyhound tracks and ARC manage the media rights for five independent tracks.

The post SIS and Premier Greyhound Racing reveal improved greyhound race time schedule appeared first on European Gaming Industry News.

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EGT to create a sensation at FIJMA 2024 with its new products for the B2 Saloon and casino markets in Spain

Published

18 hours ago

May 2, 2024

George Miller

Reading Time: 3 minutes

EGT will present its latest developments for the B2 Saloon and casino markets in Spain during FIJMA 2024, which will take place on 07-09 May. Alejandro Mosquera, director of the local office of the company, shared: “We have chosen to show the products that have the greatest potential for the country, and I am confident that our selection can offer something to everyone – to those, who are about to start their gaming business now, and also to those who want to make their business even more successful. We will be waiting for all of them at stand C17-C19.”

Among EGT’s newest proposals, that are expected to generate huge interest among visitors to the exhibition, are the multilevel jackpot Sands Princess AWP and the latest addition to the top-performing jackpot Bell Link AWP – the Bell Link Plus multigame, both of which are designed especially for the B2 Saloon market.

Sands Princess AWP will take players to the kingdom of Egypt, where each of the 5 levels can be won with any bet. The 4 games of the jackpot: Egyptian Tale, Pharaoh’s Desert, Sands Spirit and Mystic Dawn, will present to those eager for adventures and untold riches numerous opportunities for winning, but only the boldest ones will be able to reach the two linked progressive levels and turn sand into gold.

Bell Link Plus joins Bell Link AWP jackpot to add even more diversity to the choice of the Spanish gaming audience. The multigame’s 5 titles: Book of Realm, Burning Hot, 40 Super Hot, 20 Super Hot and Shining Crown, will dive players into the fascinating world of some of the most popular games of the company, now enriched with more chances for winning and entertainment.

Both Bell Link Plus multigame and Sands Princess jackpot will be housed in the Phoenix AWP cabinet – another product, designed specifically for the B2 Saloon market in Spain, which will make its debut on local level at the exhibition. Featuring 27-inch monitors and multiple ergonomic features, this model offers maximum comfort, while the video and audio capabilities, along with the latest EGT software, guarantee an optimal gaming experience.

The guests at the EGT stand will have the opportunity to see the new Premio Ganador multigame for the B2 Saloon market as well, which is expected to be available in the country in the near future and grab the attention of local players with its attractive features offering a lot of bonuses.

The selection will be complemented by the other well-known B2 Saloon cabinets and games, as well as some of the slot products with greatest potential for the country such as the General cabinets and the bestsellers Bell Link and Gods & Kings Link. The latest jackpot proposals Supreme Combo Link and Sheng Sheng Bu Xi, which were launched just a few months ago and have received very positive feedback, will also be showcased.

EGT Digital will demonstrate its rich portfolio of iGaming solutions as well, including instant and slot games, as well as the in-house developed “all-in-one” betting platform X-Nave, which provides operators with a complete solution for building and maintaining a successful online business.

“We will be delighted to welcome everyone who is interested in our products on our stand at FIJMA,” concluded Mr. Mosquera. “I believe that this year’s participation will be very fruitful just like the previous editions and we will receive many inquiries. We will be happy to continue the conversations with our partners and potential new customers in EGT’s new office in Madrid, which is equipped with a spacious showroom, where they will be able to see and test our developments on site once again. Its official opening will be on May 6 and we will be glad to share this experience with all our friends.”

The post EGT to create a sensation at FIJMA 2024 with its new products for the B2 Saloon and casino markets in Spain appeared first on European Gaming Industry News.