Date: 20.05.2024

by Mateusz Mazur

Last update: 20.05.2024 08:43

“Data is key to providing a highly tailored experience for the end user”

iGaming Express spoke with Caroline Bjorkman, Senior Sales Executive at Symplify. In the interview she shares her insights on the U.S. expansion, utilizing AI and machine learning in the iGaming industry, and the latest features as well as future plans for Symplify.

What were the primary drivers behind Symplify’s decision to establish a dedicated US entity?

A primary driver for us, much like everyone else, was of course the legislative progress of states opening up to sportsbooks. With that said, we had made good preparations due to the fact that a good many of our existing customers had begun to work with US facing entities.

The US as a whole, is such a colossal market, that even in these relatively early days of state by state rulings, it was important for us to have a strategic presence right from the get-go. The physical presence has also had a very positive knock on effect with our exposure to the Latin American market.

What about the AI and machine learning technologies that Symplify utilises? How do these technologies enhance the customer experience and engagement in the iGaming sector?

Where to start? If we break this down to one fundamental truth, with gaming you are dealing with a colossal wealth of data. Even a relatively small start up operator, once live, will be dealing with reams and reams of data, and quickly.

Transactionally speaking, a single user can generate more transactions in a one hour session than the same user would generate in a month on an ecommerce site. Being able to even view this data mass in something remotely discernible is considered a pretty big task at times. That’s where AI and ML has come in at Symplify, data enables accurate decision making.

I appreciate that sounds elementary, but you would be surprised how many companies can struggle in this regard. Putting in AI powered modules that can dramatically reduce your workload by using propensity when processing your dataset has been hugely popular for us. LTV prediction, Churn Prediction/Prevention, these elements have been popular with operators from day one, and because of the nature of the technology behind it, the more it is used, the more data consumed, the better it gets.

How does Symplify’s CRM ecosystem handle user data to drive personalization?

Data obviously is key to providing a highly tailored experience for the end user. The trick here is to properly converge multiple data points into one single player view. Session, transactional and web data are of paramount importance, but typically operators at times don’t bring in more elementary data which can be decisive early on.

Which affiliate channel. Or paid channel did the player come in from? Age, gender and location. Symplify pools absolutely every data point, static, historical and dynamic, and then uses this data to, for example, render a sports or game lobby to visually recommend the titles and categories that the user will find most appealing. The same bespoke technology is used in offer creation and message timing.

What are the latest features or innovations that Symplify has introduced to its platform?

Literally a few weeks old, our new release Instant Message. This feature has been built, to a degree, in unison with market demands for a scale application that can incorporate Telegram, Viber and Whatsapp into the operators daily marketing communication strategy.

The evolution of the mobile device is now completely central to almost every element of new end user development we create. Instant Message now brings our channel portfolio to 12 communications channels, from one single integration, available via one single login.

What future developments can we expect from Symplify in the coming years?

That’s a question you could pose to the industry just as much as us. When it comes to gaming, a good deal of development, such as Geo Starters for customer journeys and Onpage AI personalization have been brought about in unison with the market, literally working together with operators.

My humble opinion is that the next feature developments will be related to data implementation and data storage. Real time data is amazing, and robust but it is no secret that it can be significant in terms of costs. We are looking at streamlining those elements in order to make ourselves even more competitive in the market.