CRM System for Online Casinos: Real-Time Data Analysis

The program is based on Big Data technology, the future of the iGaming industry. A CRM system can do a lot, for example, analyse user preferences, detect hidden fraudulent associations, and create development scenarios to fight gambling addiction. Thanks to this, the wagering business becomes more competitive, successful and profitable.

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Big Data in Gambling: Basic Information

There are thousands of unrelated transactions and accounts that need to be properly grouped and processed. For this purpose, special programs are used in the business environment, one of which is the CRM system for casinos.

Since Big Data is terabytes of information, it is physically and even theoretically impossible for an operator to examine them. Therefore, any software for processing large amounts of facts is created on the basis of mathematical algorithms and discrete analysis.

Big Data technology in the iGaming sphere solves a wide range of tasks related to:

• collection of information useful for the casino operator (about gamblers, B2B partners, competitors, government organisations);
• storage of received data and their conversion into a digital format convenient for further processing;
• structuring of disparate information;
• analysis of digital data using special mathematical algorithms;
• the formation of reports and scenarios for the casino business development based on the given parameters.

A CRM system or other Big Data application processes the information in real-time. An entrepreneur receives the freshest and most relevant facts that can be used to solve current tasks and build a business strategy.

What Information Does the Casino CRM Module Collect?

The success of any gambling project largely depends on the quality of the attracted internet traffic, taking into account the subsequent conversion of players. Therefore, the work of CRM services is mainly aimed at studying and analysing the client base of online casinos.

Let us consider the types of data the program collects in real-time:

CRM Software Connection: Increasing Business Efficiency

The application of machine algorithms to Big Data gives a complete picture of online casino customers. Based on the received information, an operator creates a structured report with tables, graphs, charts, and statistical analysis.

The use of the CRM program also increases the effectiveness of the wagering project. The fact is that arrays of data are processed in real-time, providing an entrepreneur with complete, accurate and up-to-date information about business processes.

The key metrics for the effective operation of an online casino are:

1. Conversion. This parameter is calculated as the percentage of gamblers who have completed the target action to the total amount of attracted internet traffic. The basis is the number of new registrations or cash infusions due to initial deposits.
2. Lifetime value of players. The parameter shows how much revenue a punter or a selected group of customers brought. The gaming operator can calculate the level of profitability for the week, month, and year.
3. Net income of online casinos. This is the size of all gamblers' bets excluding their winnings and the current costs of the enterprise — tax deductions, rent, royalties, hosting and maintenance fees.

A turnkey gaming platform from the Online Casino Market company already contains a CRM system with a lot of useful settings.

In addition, operators can integrate an external CRM program into the structure of an already working portal. The installation process is based on seamless API technology, which allows managers to connect the software in a few minutes.

Using Big Data in Gambling: Successful Examples

The information obtained and processed using the CRM module is utilised in various areas of the gaming industry.

Marketing and Advertising

Effective promotion of a gambling site is difficult to imagine without a deep analysis of large amounts of information. As a rule, operators are interested in the user preferences of customers. These records assist with highlighting targeted traffic and attracting the maximum number of players.

The built-in casino CRM service helps:

• set up contextual advertising to arbitrate online traffic from search engines (from Google, Yandex);
• create target messages for e-mail newsletters;
• improve SMM promotion in popular social networks (Facebook, Telegram, VKontakte).

Big Data technology allows managers to retain the most interested customers — gamblers with high lifetime value. They often play on entertainment sites, and their standard check (money spent in one session) exceeds the average rates in online casinos.

A successful example of Big Data implementation is demonstrated by the European gaming operator Station Casinos. Literally in a year, the provider increased the conversion and retention of players by 14% thanks to a good CRM module.

Gambling Site Security

The CRM system improves the protection of the iGaming project by revealing hidden associations between seemingly unrelated accounts.

Big Data algorithms remember the personal data of customers at the time of site registration and each subsequent verification. This includes individual information (age, gender, passwords), geolocation data, and the device used to log in.

If the initial information does not match the updated one, the system starts an additional check using biometric face recognition.

The mathematical analysis of Big Data increases the security of the casino site due to:

• effective fight against money laundering and abuse of bonuses;
• quick identification of fraudsters;
• prevention of theft of game accounts and personal information;
• optimisation of the payment policy.

There are many popular developers of CRM systems such as Habanero, Pragmatic Play, Amatic and others.

Responsible Gaming Support

Big Data algorithms guarantee a safe and honest stay on the site. As soon as a player shows signs of gambling addiction, the operator gets immediate notifications from the CRM module.

The subsequent actions of an entrepreneur depend on the specifics of the situation. Operators can send an automatic notification about the risks of gaming addiction or block the client's account if the situation requires immediate intervention.

The main advantages of the system are:

• In the short term, the CRM service helps punters feel supported by the operator.
• In the long run, Big Data algorithms make it possible to avoid large fines and even possible suspension of the licence.

The use of a CRM program by US online operator Harrah's has cemented its position as a fair and socially responsible gaming company.

Betting Business

Slot machines in digital casinos work based on a random number generator, which already has a percentage ratio of wins and losses. An entrepreneur knows in advance the number of successful bets, predicting profits from short and long-term perspectives.

The bookmaker business is arranged differently. The profitability of the betting operator depends on the team's performance, but the outline is difficult to predict. Big Data algorithms model the results of future matches and form a storyline with maximum benefit for the businessman.

The English provider Paddy Power was the first to introduce Big Data technology into its betting platform. Its powerful CRM system produces thousands of profit ratios per day, ensuring excellent business profitability.

The Main Things about the Use of Big Data in the iGaming Industry

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We deliver reliable and secure software. You can order a platform with a financial aggregator, a catalogue of exciting slot machines, and a licence from a prestigious jurisdiction.

• Using and processing data in real-time is possible thanks to Big Data mathematical algorithms. The CRM system is a universal product that combines Big Data capabilities with tools for creating multi-level reporting and casino business development scenarios.
• CRM services help attract and retain the target audience. The solution increases site security and supports responsible gaming.

To get a free demo version of a gambling portal, please contact Online Casino Market managers.

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