Neuromarketing and Microtargeting: Predict the Gamers’ Actions

The most profitable online casino audience is VIP players. At the same time, they also put the most demand on entertainment platforms.

To improve the efficiency of interaction with customers of this category, operators need to understand their preferences and behaviour patterns. The necessary information can be obtained using advanced methods — neuromarketing and microtargeting.

Online Casino Market specialists talk about modern tools for analysing clients who like to place bets. You can order the development and implementation of effective advertising campaigns from the company’s managers.

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Features of Neuromarketing

With the correct use of the instrument, owners of gambling projects will be able to understand the subconscious desires of their customers. This method involves the application of various devices and techniques, including:

• electroencephalogram;
• eye tracking;
• investigation of emotional responses, etc.

Thanks to modern approaches, data on neurophysiological reactions and psychological aspects of behaviour is collected.

Benefits of Neuromarketing for Casinos

Here are some examples of how the obtained information can be applied:

• development of user interfaces;
• creation of game scenarios to increase the level of engagement;
• motivation to continue playing, etc.

Research shows that with the right choice of platform colours, audio experience, and other sensory factors, it is possible to significantly increase the attraction of VIP gamblers.

General recommendations based on analysing clients’ actions are provided by well-known and authoritative online publications such as Nielsen Norman Group and Smashing Magazine. These publications work in the fields of usability, UX, and UI.

The following colours were considered the most suitable:

• Red is associated with excitement, passion, and energy. That is why it is perfect for the design of the buttons "Make a deposit", "Play", etc. However, the tone should only be an accent shade.
• Yellow inspires optimism and joy. Entrepreneurs need to use it to indicate promotions, bonuses, or new entertainment.
• Gold creates a sense of luxury and VIP status. This is the optimal colour for attracting and retaining players who dream of jackpots.
• Blue makes casino visitors trust the digital platform. It is an excellent choice if the brand’s goal is to attract clients who have certain prejudices regarding gambling.
• Green is associated with money and luck. At the same time, it is calming. However, there should be no exaggeration.
• Black or dark blue helps create an atmosphere of elegance and exclusivity. They go well with bright shades.

General trends that are relevant for the iGaming vertical and deserve special attention:

• correct use of colour schemes helps to increase brand recognition by 80%;
• players’ first impressions of a digital resource are formed within 50 milliseconds — that is why visual elements play an important role.

Using the information collected during the audience research, entrepreneurs manage to create the most comfortable betting conditions. Emotional attachment and the length of session increase, so do re-engagement indicators.

Main Neuromarketing Technologies

To gather useful statistics, the following tools are used:

1. A/B testing. These are studies on the application of a neuropsychological approach.
2. Eye Tracking. This is a modern innovative research methodology. With its help, operators can determine which parts of a website page attract the most visitor attention.
3. Neurophysiological analysis. Specialised program components in mobile applications are used to demonstrate the peculiarities of gamblers' reactions to certain content.
4. Facial Coding. The latest technology involves a combination of artificial intelligence and large data sets.

The indicators obtained during neuropsychological studies are necessary to personalise offers.

CRM systems are applied to conduct research, into which the relevant tools and services are integrated.

Microtargeting in Online Casinos

Marketing involves the use of modern ways to collect and study big data.

Operators integrate AI solutions and machine learning algorithms. Such software collects, processes, and studies the behaviour of gamblers in real time.

The primary focus of the research is on VIP clients. Owners of entertainment platforms and marketers get an opportunity to identify fans of playing for high stakes and predict their future behaviour.

The obtained data is used to adapt advertising campaigns and achieve the best possible outcome of promotional activities.

Thanks to modern technologies, entrepreneurs can quickly respond to changes in familiar patterns and manage the customer experience.

Advantages of Microtargeting

Among the positive features, it is worth highlighting the following aspects:

1. Audience segmentation and increasing the involvement level. Users can be divided into groups depending on the frequency of visits to virtual casinos, the size of bets, gaming preferences, activity time, etc. Thanks to this, marketers can create personalised campaigns that guarantee a high response rate and conversion. People respond well to advertising that meets their needs.
2. Reduction of costs for promotion. Campaigns are targeted only at those clients who are likely to be interested in a particular slot or entertainment product. It is possible to significantly cut back on the amount spent on marketing activities that do not bring results.
3. Increase in conversion rate. When advertising is aimed at an interested audience, it is more likely that such customers will perform a target action (for example, make a deposit). Thus, the profits of iGaming portals grow.
4. Analytical research and optimisation. The information collected opens wide opportunities for studying user behaviour. Consequently, marketers can regularly optimise campaigns to achieve optimal outcomes.

Neuromarketing and Microtargeting in Online Casinos

The application of such tools contributes to the attraction of VIP gamblers and the increase in retention rates. Popular entertainment sites constantly implement personalised advertising activities based on user behaviour data.

The information collected through neuromarketing research helps in the design of slots and gambling product development since it is possible to predict the preferences and reactions of players.

We can give an example of two industry giants: MGM Resorts and Caesars Entertainment. The companies' specialists note that the tool described allows them to select visual and sound effects that attract clients.

Studies of this kind are also important when assessing the customers’ reactions to bonuses, promotional offers, and loyalty programs.

Ways to Combine Microtargeting and Neuromarketing

The use of both methods opens wide opportunities for online casino owners. These solutions allow them to predict and model the likely behaviour of VIP gamblers as accurately as possible.

Analytical studies of large data sets will help to identify patterns that are common to the entire group and unique for each participant. Neuromarketing will provide information about emotional anchors that contribute to the growth of interest in entertainment.

A combination of tools is really necessary for entrepreneurs who want to form individual strategies and successfully communicate with their VIP clients.

In the future, active development of both methods is expected. Integration of artificial intelligence and machine learning services will contribute to the progress. The improvement of systems for making forecasts and automating processes will also have a positive effect.

Experts note that in the near future, the use of microtargeting and neuromarketing will be mandatory for operators who want to promote casinos and interact with customers. New technologies will give businessmen an advantage over competitors and help them take leading positions in the market.

Step-by-Step Instructions for Applying the Techniques

The implementation of these relevant tools involves the following stages:

1. Definition of the target audience. It is necessary to clearly understand who exactly you want to offer services to and what kind of bettors fall under the VIP category. To do this, entrepreneurs should analyse clients, taking into account such indicators as preferences, frequency of visits to entertainment platforms, deposits made, and the size of rates.
2. Data collection. Information can be obtained from CRM, relevant reports, etc.
3. Segmentation of players. People are divided into several categories depending on personal details that operators learned about them.
4. Creation of personalised advertising. For each segment, promotion strategies that meet the audience’s characteristics are shaped. For example, some users can be offered new slots, and others — card games. Marketing materials should contain what is valuable to casino visitors of a certain category.
5. Testing and optimisation. Before launching a full-fledged campaign, it is necessary to verify the effectiveness of advertising. Through different ads, business owners can understand which of the approaches brings the desired result.
6. Production and adaptation. Continuous application of modern tools helps prepare virtual casinos for regular market changes. Constant analytical research is necessary to respond quickly to trends and the audience’s preferences.

The Main Things about Neuromarketing and Microtargeting

Such methods for studying user behaviour will significantly increase the level of attraction and retention of VIP gamblers.

Key aspects that entrepreneurs should take into account:

• Microtargeting involves analytical research of large data sets. Structured information will allow operators to segment players depending on their behaviour and personal tastes.
• Neuromarketing works with the subconscious motives of clients. It can help to correctly use colours, sound effects, and other sensory factors to increase the duration of sessions and retain customers.

The Online Casino Market studio offers services for the development of effective marketing campaigns. We conduct detailed analytical research of the target audience. That is why the advertising activities are so effective.

The article was prepared by marketing specialists of the Online Casino Market studio. We have extensive experience in implementing gamblers attraction and retention campaigns.

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