The improved use of data has been one of the main contributors to positive performance in the last 12 months, according to Future Anthem’s State of Online Gambling survey, with 74 per cent of respondents saying it is a focus area for the year ahead.
Furthermore, 87 per cent say their data is structured – an increase from 76 per cent in Future Anthem’s 2021 state-of-the-sector survey – including 32 per cent who say it is very structured.
Gambling companies re-shaping their use of data
The improved use of data is being harnessed to build better experiences. Operators and studios are putting data at the heart of the way they are growing their businesses, using it to conquer markets, move into new areas and create products across more devices.
Future Anthem, the pioneering AI and game data science specialist, found that while there is a growing understanding and clear support for the use of data – the industry has yet to realise its full potential.
Although double the amount of organisations (24 per cent) as last year share their data with at least five suppliers and partners, the size of the potential to improve performance from data is shown by a total of 41% of respondents not sharing their data with suppliers and partners.
This is underlined by 33 per cent feeling that their organisation does not extract the full value of their data and – even more so – by only 26 per cent of respondents saying that their data-driven decisions are measurable.
Data-driven insights needed to compete with Netflix and Amazon
Data science brings many benefits to operators and studios, allowing the chance to address several industry challenges around game and portfolio optimisation as well as increasing responsible gambling standards.
“Having taken the industry’s pulse once again in our 2022 State of Online Gambling survey, it is clear that data is key to future growth. The majority of respondents cite the improved use of data as a major focus area (74 per cent), and 50 per cent more organisations share data with suppliers and partners than 12 months ago,” said Future Anthem CEO Leigh Nissim.
“We expect these trends to accelerate as the industry increasingly reaps the benefits in key operational areas. Online gambling is competing with the likes of Netflix, Amazon and other kings of recommendations – being more data-driven is the only way to win minutes and eyeballs.”
Future Anthem is trusted by some of the world’s leading gambling operators and studios with their use of data, including Betfred, Big Time Gaming, Blueprint Gaming, Gamesys (a Bally’s Corporation Company) and Paddy Power Betfair.
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