Online casinos put a high focus on customer retention. There is a big difference in potential profit margins that a casino can gain from having a player who returns time and time again, compared to one who stops by only once. Online casinos strive to turn those one-time visitors into long-term customers, and there is a technology that’s driving a new way for them to achieve that.
An increasing number of online casinos use Artificial Intelligence behind the scenes to drive personalisation, which is seen as a key feature in boosting the number of returning players. Opti-X is a powerful and sophisticated technology that is driving the personalisation angle, and it has become something highly regarded not only for operators, but for players too.
It’s also recognised by some online casino expert review sites, which cite the technology as being an important feature to look out for when deciding which operators to use. With so many sites available, cutting-edge technology can make a significant difference. In the case of Opti-X, which is used on platforms like Prime Casino’s sister sites, it is revolutionising the way players interact with casino sites.
What is Opti-X?
Opti-X was created and developed by data-driven marketing experts Optimove, and it is an AI-powered personalisation and experience platform. Companies providing marketing tools are nothing new, of course, but the difference with Optimove is that they honed in on the need that exists for online casinos to have high player retention figures.
By providing real-time, relevant content to each customer who lands on a casino site, Opti-X removes the generic feel of the gaming environment, offering something that can be far more appealing to players.
What It Does
If you were to walk into a land-based casino, you would be faced with rows and rows of machines and gaming tables, and have a tough (or at least time-consuming) task of finding ones that are relevant to your gaming preferences. Even if you were to go back to that same casino, finding another game with similar features would be just as difficult, as there is no way to cut through the noise.
Back in the digital world, Opti-X curates games from a casino’s vast library, based on what you have enjoyed in the past. It provides a quick, digital guide that directs players to games the AI believes they will enjoy, which helps the casino because players will be more encouraged to play if they keep seeing new things that are appealing to them.
The Magic is Happening
The power of Opti-X comes from real-time data analysis, which begins as soon as a player logs on to a casino site. The analytics will study not only what type of game a player is searching for or operating, but also how long they stay on a particular game, the staking patterns, and how slowly or quickly they play as well.
So if a player has a preference for Megaways slots, the casino doesn’t want to waste prime real estate by showing classic style slots, which are unlikely to have appeal. Instead, Opti-x will present more of the same style of games on the homepage, making every user’s lobby relevant to them and them alone.
In contrast to the older way, where games were just listed randomly or even statically, with Opti-X, players get a bigger benefit from a more personalised experience. This dynamic lobby experience will chop and change constantly, depending on the player’s gaming habits, to continuously present new, enticing content.
Opti-X is also found in the search engines at online casinos. With that, it moves away from just scraping the site for keywords and instead keeps the results to a priority list of games that are most likely to be wanted to play, based on the search terms.
The Future of Personalised Play
From the player’s perspective, the future looks good for online casino experiences. Less search fatigue is going to happen on Opti-x-driven sites, because it cuts out the time required to manually search around for something a player wants. The technology, instead, will do all the heavy lifting in a much quicker timeframe as well.
Personalisation also drives promotional offers that casinos send out. Instead of firing off a generic promotion to all customers, hoping that it will at least be relevant to a certain percentage, with AI personalisation technology, sites can send specifically targeted offers to players that they are more likely to snap up.
During the developmental years of online casinos, the number of games available on a site was one of the key selling points. Now the industry, thanks to the likes of Opti-X, is shifting to being not so much about the numbers, but about putting the right games in front of the right people to boost customer retention.