Optimove AI Analytics at ICE

February 9, 2018 9:53 PM
  • CDC Gaming Reports
February 9, 2018 9:53 PM
  • CDC Gaming Reports

One area seeing a boom in representation at ICE this year was Artificial Intelligence – not so much within game engines or the design of game functionality itself, but in the form of business-to-business offerings providing analytics purported to assist operators in retaining players, provide a more in-depth look at demographics, and lower customer churn.

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One stand-out offering, on display at three interconnected stalls on the north side of the ExCeL conference centre, was from Optimove, lauding their latest AI analytics tools for operators. Optimove call themselves a “science-first relationship marketing hub,” and already have over 300 clients in the industry. Their underlying goal is to assist in scaling customer engagement, frequently with regards to driving adoption of new gaming elements. Current clients include GVC, BGO and Lottoland. Naturally, they were on the lookout to build their impressive client base further at ICE.

Some poor soul lodged within the yellow square-headed Optimove mascot did a good job of driving pedestrian traffic to the stalls, though he must have been broiling in that suit! Once I’d been propelled towards the core team sheltering behind him, I was told a good deal about their process. They claim to have an unparalleled AI-driven interface, which allows for pinpoint accuracy in predictive customer modelling and provides real-time analysis to enable more “emotionally intelligent” customer communications.

One core feature of their service is their “optimization bot,” which is a repeated campaign series which autonomously optimizes itself over time by tracking microsegments of a target audience using AI and machine learning. Recommendations this bot can provide include dropping or switching campaigns for specific audiences, suggesting treatment programmes for specific customers, the addition of control groups to help better understand a campaign’s success or lack thereof, and much more.

Optimove also offers additional services beyond their core engine; for example, they also provide a full customer relations management (CRM) outsourcing option, which includes a thorough analysis of a company’s CRM-related business processes and related technology by the Optimove team as well as step-by-step practical guidance on the implementation of recommended changes and new processes across multiple channels.

Optimove, however, were indeed not the only AI team on display at ICE. Bit8 are an AI-integrated gaming platform promising enhanced player lifetime value, Datasprint is, as it sounds, a data platform that promises similar outcomes, and Oracle, OtherLevels and SEON Technologies, to name a few, are also players in the AI field with a presence at ICE this year. We can expect to see many more at next year’s convention.