Online casinos have come a long way since their introduction in the early 1990s. These platforms have been evolving ever since, and they continuously come up with new and innovative ideas to grab players’ attention. What’s the best way to do that? Flushing each player’s feed with personalized content, which is casino games in this context. We’re already familiar with the concept because social media algorithms already use this principle to show the posts we can relate to, and it’s been statistically successful.
Personalization, in general, means using data, algorithms, and behavior tracking to deliver a custom experience for players. Sometimes players can apply further customizations themselves, but operators increasingly have access to tools that take care of the whole experience for them. Here are the usual personalizations one can find at an online casino:
- Game recommendations based on past sessions
- Auto-adjusting light and dark themes based on the device’s default settings
- Marking games as favorites for quick access
Players and reviewers alike appreciate a large lobby with thousands of slots and hundreds of other games, but that only offers a generic experience. So, as gambling sites are modernizing every day, it’s no longer just about offering more games. It’s about offering the right game to the right player at the right time. Nobody has the time to scroll through 6,000 games, especially in a time when our attention spans are shorter than ever.
Think of it like Netflix or Spotify. On these platforms, viewers find suggestions based on the movie or TV show they watched last, and listeners get a personalized playlist that updates every day as they listen to more songs. We choose these apps because they reduce the need to search online for what to watch or follow our favorite artist extensively to know when a new album drops.
The best US online casino sites take this methodology and apply it to games of chance. The algorithms analyze what themes players like, which payout mechanisms attract them, what providers they prefer, and more, to fill the feed with games that best align with a player’s preferences. What they get as a result is a unique game feed that grabs their attention and influences them to return to the site if they want to play.
If you really want to enhance this individualized approach, you can use on-site or push notifications. For instance, if a player likes games from Pragmatic Play, you can notify them when a new game from the developer is added to the lobby. If you cater to sports bettors, you can notify users when their favorite teams or players are about to participate in a match or when an exclusive prop market opens.
A 2020 research study shows that 63% of US marketers from a sample of almost 200 participants confirm that personalized content increases conversion rates. Though we don’t have data specifically for the iGaming sector yet, we can safely assume that personalized lobbies have similar effects. It’s not uncommon for industry titans to accommodate hundreds of thousands of players with such strategies. With the rising popularity of AI-driven recommendations and other technologies designed to create individual experiences, personalization is one trend that operators cannot afford to ignore.
