Online casinos have been a part of the digital world since their early adoption. This means that they probably have more historical data about their customers than any other type of business.
Over the years, online casinos have used data analytics to adjust their customer offering to ensure they are giving their loyal customers exactly what they are after. In return, they gain greater profits.
So how do online casinos use data analytics, and how can other businesses use these methods to improve their own business?
Customer Behaviour
Collecting data on their customers has come a long way in recent years, and the advent of the internet of things has made data availability better than ever before.
Alongside this, big data processing capability means that analysis can be done from the small to the high levels. This has spawned another class of analytics called the internet of behaviour. This class examines the behaviour of consumers and looks for ways that this knowledge can be used to appeal to existing customers and to a large proportion of the public who have never thought about playing at an online casino.
Top Recommended Casino
|
100% Up To
£1500
100 Free Spins
T&C's apply
"18+. New players only. One bonus offer per player. Minimum deposit £20. Max bonus bet is £5. Bonus spins on selected games only and must be used within 72 hours. Bonus funds must be used within 30 days otherwise any unused bonus shall be removed. Bonus funds are 100% match up to £300 on your 1st deposit, 25% match up to £800 on your 2nd deposit, and 50% match up to £400 on your 3rd deposit. Bonus funds are separate to Cash funds, and are subject to 35x wagering the total bonus & cash. Only bonus funds contribute towards any wagering requirements. Terms apply. BeGambleAware.org. |
T&C's apply
"18+. New players only. One bonus offer per player. Minimum deposit £20. Max bonus bet is £5. Bonus spins on selected games only and must be used within 72 hours. Bonus funds must be used within 30 days otherwise any unused bonus shall be removed. Bonus funds are 100% match up to £300 on your 1st deposit, 25% match up to £800 on your 2nd deposit, and 50% match up to £400 on your 3rd deposit. Bonus funds are separate to Cash funds, and are subject to 35x wagering the total bonus & cash. Only bonus funds contribute towards any wagering requirements. Terms apply. BeGambleAware.org. |
||
|
100% Up To
£1300
250 Free Spins
T&C's apply
18+. New Players only. One bonus offer per player. Min deposit £10. Max bonus bet £5. Bonus funds must be used within 30 days & bonus spins within 10 days. Spins valid on Starburst only. Offer consists of: 1st dep: 100% up to £300 & 100 spins, 2nd dep: 75% up to £300 & 75 spins, 3rd dep: 50% up to £300 & 50 spins, 4th dep: 25% up to £300 & 25 spins, 5th dep: 100% up to £100. The 100 spins triggered on your 1st dep are credited at a rate of 25 spins per day over 4 days. Bonus spins winnings credited as bonus funds & capped at £50. For the 1st dep offer, this winning cap shall be applied to each set of 25 spins. Bonus funds separate to Cash funds and subject to 35x wagering. Terms apply. BeGambleAware.org |
T&C's apply
18+. New Players only. One bonus offer per player. Min deposit £10. Max bonus bet £5. Bonus funds must be used within 30 days & bonus spins within 10 days. Spins valid on Starburst only. Offer consists of: 1st dep: 100% up to £300 & 100 spins, 2nd dep: 75% up to £300 & 75 spins, 3rd dep: 50% up to £300 & 50 spins, 4th dep: 25% up to £300 & 25 spins, 5th dep: 100% up to £100. The 100 spins triggered on your 1st dep are credited at a rate of 25 spins per day over 4 days. Bonus spins winnings credited as bonus funds & capped at £50. For the 1st dep offer, this winning cap shall be applied to each set of 25 spins. Bonus funds separate to Cash funds and subject to 35x wagering. Terms apply. BeGambleAware.org |
||
|
100% Up To
£1000
Up To 120 Free Spins
T&C's apply
18+. New players only. Up to 20 (18p) free spins (FS) on Fire and Gold at registration (Max Withdrawal £50). Up to 100 FS on first deposit, awarded in sets over 10 days. 24hr expiry. Locked to Fire and Gold. Up to £1000 deposit match on first 5 deposits. Min £10 deposit. Dep1: up to 300%, Max £50. Dep2: up to 200%, Max £100. Dep3: up to 100%, Max £150. Dep4: up to 100%, Max £200. Dep5: up to 50%, Max £500. Bonuses and FS winnings subject to 40x wagering requirement. Withdrawing qualifying deposit excludes player from promotion. T&Cs apply, BeGambleAware.org |
T&C's apply
18+. New players only. Up to 20 (18p) free spins (FS) on Fire and Gold at registration (Max Withdrawal £50). Up to 100 FS on first deposit, awarded in sets over 10 days. 24hr expiry. Locked to Fire and Gold. Up to £1000 deposit match on first 5 deposits. Min £10 deposit. Dep1: up to 300%, Max £50. Dep2: up to 200%, Max £100. Dep3: up to 100%, Max £150. Dep4: up to 100%, Max £200. Dep5: up to 50%, Max £500. Bonuses and FS winnings subject to 40x wagering requirement. Withdrawing qualifying deposit excludes player from promotion. T&Cs apply, BeGambleAware.org |
Website User Experience
One of the most noticeable uses of analytics that online casinos use is in the user experience. Understanding how the players are using the website, how they look at it, how they scroll through the site, what elements of the site are the most effective are all a part of what online casinos look at using analytics.
One of the more surprising parts of UX is the smallest of changes to a website can make a huge difference. For instance, the placement, colour or even shape of a button on the website can make a difference in the uptake of an offer.
Understanding the journey that players take through the website and producing heatmaps to show exactly what people are looking at and what they click on will allow the designers to adjust each element to work to its full potential.
Community Building
So, what type of people are likely to be attracted to playing at an online casino? Are the communities for the different types of casino games appeal to different types of people?
The community-building aspect of an online casino has sprung into life in recent years and is trying to understand what each community likes. This is done via forums, chatroom and message boards.
If people feel a part of a wider community, they are more likely to return to the site, spend more time on the site, and tend to stay loyal to the business. If online casinos couldn’t use analytics, they would have to take a random approach and offer every community to every player, which isn’t going to have the desired effect. Understanding players’ needs allow them to be directed towards the right communities.
Offers and Gifts
Understanding what potential offers and gifts are important for the profitability of casinos and other businesses can certainly look at how they do it.
On the one hand, an online casino needs to know how large an offer or free gift will attract players at all casino levels. At the same time, they need to be sure that they are not offering too much, and if it is greater than the value of each customer, otherwise it wouldn’t be in their best interest to offer it.
The more offers online casinos give to their customers, the more customers they will bring to the site. Still, if they offer too many offers or gifts, they will eventually lose money on each customer, so that the idea will be self-destructive.
What Other Businesses Can Learn
For any business, using data analytics is a massive aspect of marketing. Understanding customer behaviour and what they want from your company is the first step you need to take on your marketing journey.
It’s important to understand how they interact with your website to refine the design, and the special offers that you help will make customers return to your website. Data analysis makes all this possible, and taking the steps we’ve outlined in this article shows how successfully it is done in the online casino world.
Top Recommended Casino
|
Up To
300 Free Spins
T&C's apply
New players only. First deposit only. Min deposit £10. Min 100 bonus spins, max 300 bonus spins on selected slots only. 30x wagering. 4x conversion. T&C’s Apply |
T&C's apply
New players only. First deposit only. Min deposit £10. Min 100 bonus spins, max 300 bonus spins on selected slots only. 30x wagering. 4x conversion. T&C’s Apply |
||
|
Deposit £10 & Get
300 Free Spins
T&C's apply
New customers only. Min Deposit £10, Max Bonus 300 Spins on Starburst. Wagering (x40) & Max Conversion (x4). Your spins can be played on Starburst, Finn and the Swirly Spin or Finn’s Golden Tavern. Withdrawal & Full T&Cs apply. Valid until further notice. |
T&C's apply
New customers only. Min Deposit £10, Max Bonus 300 Spins on Starburst. Wagering (x40) & Max Conversion (x4). Your spins can be played on Starburst, Finn and the Swirly Spin or Finn’s Golden Tavern. Withdrawal & Full T&Cs apply. Valid until further notice. |
||
|
Up To
£75
75 Free Spins
T&C's apply
First Deposit Only. Min. deposit: £10, max. Bonus £75. Game: Book of Dead, Spin Value: £0.10. WR of 30x Deposit + Bonus amount and 60x Free Spin winnings amount (only Slots count) within 30 days. Max bet is 10% (min £0.10) of the free spin winnings and bonus amount or £5 (lowest amount applies). Free Spins must be used before deposited funds. First Deposit/ Welcome Bonus can only be claimed once every 72 hours across all Casinos. Bonus Policy applies. |
T&C's apply
First Deposit Only. Min. deposit: £10, max. Bonus £75. Game: Book of Dead, Spin Value: £0.10. WR of 30x Deposit + Bonus amount and 60x Free Spin winnings amount (only Slots count) within 30 days. Max bet is 10% (min £0.10) of the free spin winnings and bonus amount or £5 (lowest amount applies). Free Spins must be used before deposited funds. First Deposit/ Welcome Bonus can only be claimed once every 72 hours across all Casinos. Bonus Policy applies. |