Optimove Team (company PR pic)
Optimove, an Israeli startup that offers a Customer Service Management (CRM) marketing service, is now offering a solution for responsible gambling that the company says includes advanced analytics and reporting features for operators. Optimove says that the platform allows operators to monitor their customers’ gambling behavior and identify potential problem gamblers. Operators can then use this data to intervene and provide support to players who may be at risk.
Responsible gambling practices have become increasingly important, explains Optimove, as the online gambling industry grows. This results from increased awareness of the issue, tightening regulations, and fines for breaches in the EU and UK. The US market is more decentralized, and regulations vary, sometimes significantly, between states.
Founded in Tel Aviv in 2012, Optimove explains that its Software as a Service (SaaS) technology combines a Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH) to “uniquely empower brands to personalize campaigns and communicate to existing customers.” The software’s AI element, declares the company, enable it to scale this personalization to serve each customer with the optimal message and promotion, across websites, email, Facebook, Google Ads, text messages, push notifications, and other channels.
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According to Tomer Imber, Senior Director of Sales at Optimove, the company’s solution for responsible gambling is a crucial part of its mission to help operators create a safe and enjoyable gaming environment for their customers. “We believe that responsible gambling is a shared responsibility of operators and players,” Imber said in an interview to CasinoBeats. “Our solution empowers players to take control of their gambling behavior and enables operators to provide a safe and responsible gaming environment.”
“Our model uses AI and machine learning algorithms to analyze customer behavior and detect patterns that indicate the likelihood of problematic gambling,” said Jonathan Inbar, Director of Strategic Services, speaking to PlayUSA.com. “Optimove collects data from multiple sources, including customer transactions, game plays, and customer service interactions. This data is then analyzed using machine learning algorithms to identify patterns indicating a customer is at risk of developing a gambling problem.”
The predictive model utilized by Optimove relies on machine learning algorithms trained on historical data to recognize behavioral patterns indicative of at-risk players. These patterns may include persistently chasing losses, gambling for extended periods, or placing substantial wagers. Once the model is trained, it can analyze real-time data and identify customers displaying similar behavior.
If a player is deemed to be at risk of developing a gambling problem, the Optimove CRM system will change the messaging mix they’re getting to one that promotes responsible gambling. For instance, the player may be provided with self-exclusion alternatives or directed to support resources.
“Our solution for responsible gambling is designed to give operators the tools they need to be proactive and prevent problem gambling,” Inbar added. “By using advanced analytics and machine learning, we can help operators identify patterns of behavior that may indicate a problem and intervene before it becomes a serious issue.”
