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Technology

88% of UK gaming firms are using artificial intelligence (AI) to get to know customers and increase personalisation, research by global reviews and customer insights technology company Feefo has found.

More than half (54%) have been using AI for a year or more, while 34% started using the technology this year. Only 10% of businesses said they have no plans for AI in the next few years.

The research, which covered online, high-street and app-based firms, also found that 72% of companies use data analytics to send tailored offers to smartphones or to provide exclusive odds that customers can use in bets against rivals. Seven-in-ten (70%) employ analytics to craft personalised promotions and odds based on a customer’s recent bets, or to make time-limited offers to frequent punters.

“Gaming companies need to get closer to their customers than ever,” said Ben Marley, head of market development, Feefo. “On average, the firms in our survey had only persuaded 52% of customers to make more than two deposits, which suggests they don’t know them as well as they could.

“Firms need to personalise experiences for millions of customers. If punters don’t get a stream of personalised deals and offers they’re likely to go elsewhere. Gaming brands need to be smarter about technology so they get to know customers intimately and keep them excited and engaged.”

The research found that 74% of UK gaming companies believe customer reviews are “very important”, with the remainder still saying reviews are “important”. 74% of firms also consider it “very important” to be seen as responsible and considerate, raising questions about how they identify vulnerable individuals susceptible to problem gambling.

“Gaming firms need better customer insights, using technologies such as agile customer review platforms that leverage artificial intelligence,” added Ben Markey. “With the power to analyse thousands of reviews, a smart platform gives a brand rapid intel about changes in demand and the habits of individual punters, while boosting the company’s reputation for responsibility and transparency.”