SBC News Voice of the Sports Betting Industry
GiG descended onto the show floor at ICE Barcelona to outline how its LogicX solution is leveraging artificial intelligence to create meaningful personalisation across its partners’ platforms.
James Coxon, GiG’s Chief Operating Officer, explained that the solution takes real-time data and converts it into scenario-based solutions for common problems across the industry.
He said: “For us, it’s about powering a business. It’s about making a difference and also about making sure that those players they want to keep, retain and drive, that they’re doing it time and time again using our products and services.”
As the role of AI continues to expand across every aspect of consumers’ lives, powering algorithms that are hyper-personalised to an individual, it is essential that operators go beyond standard segmentation.
This is especially important, Coxon noted, as operators launch in different regions with different player needs.
“It’s all about making sure that there’s a bespoke, user-friendly journey that’s centred around [a] particular market. When a partner launches, we want to make sure that it’s tailored to specific types of clientele that we have.
“So making sure that we understand the market, the dynamics of the players, what players like, their players’ habits, and then tailoring a solution around that. Making sure that the offers are relevant to individuals is really important and at the core of what we do for LogicX.”
