Omnia Casino eyes ‘AI-led’ CRM platform
Founder says AI-powered CRM will improve marketing, and help spot and respond to problem gambling trends among customers.
Omnia Casino, the compliance-led casino founded by former director of gaming at Betfair Sam Hobcraft, has confirmed it is working towards having entirely AI-led CRM.
Speaking exclusively to EGR Global, Hobcraft said AI-powered CRM would help improve marketing, as well as spotting and responding to problem gambling trends among customers.
“Omnia is working towards that goal,” Hobcraft said. “Companies who work with AI will start by setting parameters in a self-learning algorithm. You set a start point and an end point and it works out the best way to get there. At the beginning there is a huge amount of oversight in so much as training the algorithm, improving it, etc.
“Then after six to 12 months, the algorithm becomes better than a human CRM manager in almost all aspects including spotting problem gamblers and behavior. After this time there is still an element of human oversight, but these are in the setting of revised parameters for the program to follow, for example giving bonuses to specific groups and things like that.”
Hobcraft added: “With these programs you want to get the program to the point where it is largely working by itself, but it is certainly more accurate than humans in spotting problems and trends in consumer behavior.
The Omnia Casino site, launched at the beginning of the month, is billed as the egaming industry’s first compliance-led online casino, operating from an entirely responsible gambling framework.
At a platform level, players can self-exclude, set reality checks and time out periods using their player accounts, with the site including full integration with GAMSTOP.
Following its second development phase later this year, all players joining the site will soon be asked to set deposit limits on registration.
In addition to this, Omnia plans to increase the level of promotion on its existing Omnia coin-based loyalty program, rewarding players with additional coins for setting deposit limits in the registration process.
Addressing the development of this responsibly gambling philosophy, Hobcraft said: “There are many operators doing some good work in this space, but for me, it’s about setting out from the beginning with that mindset.”