Poll results: Personalisation to be the hot topic at ICE 2017

Personalisation will be the word on everybody’s lips at this year’s ICE event, which kicks off in London on Tuesday.

More than 45% of voters on this week’s poll picked personalisation out of a field of four, ahead of retention, machine learning and gamification.

Indeed personalisation was the topic of this months’ EGR Intel cover feature where BetVictor’s head of sportsbook product, Eoin Ryan, said: “Personalisation of the customer experience will undoubtedly improve customer retention and ultimately product uptake – we don’t see any risk here, only opportunities.”

Gamification was the second most popular choice with 29% of the vote, as operators increasingly find themselves battling other entertainment formats, like mobile games and Netflix, for a share of players’ time.

Machine learning came in third with 14% of the vote, although delegates at ICE will undoubtedly hear more about the many benefits it can bring in some of the less sexy areas of egaming like AML, KYC and customer segmentation.

Finally, retention was picked to be this year’s buzz word by just 12% of voters, despite a growing focus on the area by some operators.

Mr Green CMO David Nordberg recently told EGR Intel retention would be a priority for him in 2017 thanks to increasingly saturated markets and constantly rising CPAs.

The latest issue of EGR Intel will be available from the many magazine stands at ICE and also at the EGR stand, ND5A.