The Use of Big Data in Gambling

Online casino operators work with huge amounts of detail that can bring significant benefits to their projects. Competent analysis and information processing allow businessmen to optimise digital platforms, develop an effective promotion strategy, and increase competitiveness.

Experts from the Rosloto company have prepared detailed material about the specifics of applying big data in the entertainment industry.

About the Technology

The term was first mentioned in the September 2008 issue of Nature magazine. Its editor-in-chief, Clifford Lynch, drew attention to the rapid growth of information volumes worldwide.

Big data is not just large-scale arrays of unstructured reports stored and transmitted in a digital environment. It is also a set of tools, methods, and approaches that allow operators to transform insights into a convenient format for making strategic decisions.

Until 2014, niche research was conducted only in special university centres. Today, almost everyone works with arrays of information — from small IT brands to international corporations.

Terabytes and even petabytes of data are processed by the following digital market leaders:

• Meta Platforms;
• Microsoft;
• Google LLC;
• Oracle Corporation;
• Amazon;
• IBM.

All these enterprises are based in the United States, and the analysis of the obtained details is mainly used for commercial purposes.

The largest industry participant in this area is Google LLC, an American transnational corporation. Its services are used by billions of people with profiles in Gmail, Google Maps, Google Play, YouTube, etc. Comprehensive information is collected through user accounts.

China is the US's main competitor in the field of data processing and analysis. The leading positions here are occupied by the following firms:

• Alibaba Group Holding;
• Tencent Holdings;
• Baidu.

The collected information is used in various areas, including commerce, tourism, medicine, banking, and gambling.

Key Characteristics of Big Data

How to understand that an enterprise is dealing with the tool?

The Meta Group investment company, founded in Belgium, identified 6 main criteria:

1. Volume. The daily information flow exceeds 150 gigabytes.
2. Velocity. Data grows exponentially, which requires powerful computing resources to process it.
3. Variety. To carry out the analysis, different types of details are used — texts, videos, reactions to publications, statistics, medical indicators, and much more. Special software collects and structures disorganised arrays.
4. Veracity. In their work, companies rely only on verified information.
5. Variability. The volume may fluctuate due to seasonal factors, as well as economic or political conditions.
6. Value. Materials can be complex or easy to understand, which is important to consider when processing them.

Big Data Sources

Companies and corporations collect information from:

• client bases;
• mass media;
• blogs;
• social networks;
• instant messengers;
• government archives (if the documents have been digitally processed);
• analytical services;
• readers (sensors, satellites, or probes), etc.

The main source today is the Internet of Things. Billions of personal devices are networked, and special software collects, analyses, and structures the details.

Data Storage

To accumulate and distribute large amounts of information, the following solutions are used:

• physical servers;
• cloud storage;
• data lakes — specialised archives for rough materials from a single source.

A key role in processing and studying the information is played by Hadoop technology, developed by the Apache Software Foundation. This tool combines many digital products, libraries, and services designed to search, structure, or transmit data.

Today, thousands of companies are investing in the analysis of reports, seeking to improve the efficiency of business management and achieve further success.

The Tool’s Application in the Gambling Niche

To attract users, online casino operators use traditional marketing instruments:

• welcome bonuses;
• free spins;
• deposit rewards, and other incentives.

These methods have proven their effectiveness, helping to increase conversion and expand the audience.

However, to retain already registered customers, a more personalised approach is required. Big data can help with this.

Analysis of such information allows entrepreneurs to:

• study user preferences in detail;
• segment clients by various criteria (gender, age, geolocation, etc.);
• develop personalised offers for each group;
• track reactions to individual bonuses and, if necessary, adjust the retention strategy.

Working with big data arrays requires the use of powerful software that ensures the protection of personal details. For this, operators need to utilise modern server solutions, cloud storage, and antifraud systems, which guarantee the safety of information.

Individual Bonuses for Beginners

The technology allows project owners to offer players the entertainment that interests them most.

For example, if a user prefers poker, then immediately after the authorisation process, they will be recommended such popular games as:

• Texas Hold'em;
• Omaha;
• seven- and five-card poker, etc.

Besides, adapted incentives are provided, including deposit bonuses, rakeback, cashback, promo codes, and other promotions.

Bookmakers work in a similar way — analytical services study and process the actions of bettors (clicks, views, and search queries).

If a customer shows interest in the National Hockey League, they will be offered:

• statistics of past matches;
• favourable odds on NHL games;
• frequent announcements of upcoming competitions.

Retention of Regular Visitors

Analytical tools carefully study the users’ behavioural factors, focusing on several parameters:

• preferred time to enter the site;
• the average duration of sessions;
• bet sizes;
• actions after wins and losses.

Thanks to this, operators can predict the possible departure of the gambler and offer them personalised incentives at the right time. These can be additional bids, free spins, and other rewards. This approach motivates people to stay on the digital portal and continue playing.

Security of Entertainment Platforms

The online casino industry attracts scammers, and one of the most common schemes is bonus abuse. Unscrupulous users create multiple accounts to repeatedly receive welcome rewards.

Previously, this problem was solved by blocking profiles with the same IP address. However, with the development of VPN services, fraudsters began to bypass this method.

Big data helps to identify violators:

• modern AI algorithms automatically analyse information and find suspicious matches;
• the software generates detailed reports without human intervention;
• platform administrators make decisions on additional security measures based on these details.

The use of advanced technology not only increases the level of casino protection but also helps to adapt the virtual portals to the needs of users, ensuring maximum involvement and comfortable gameplay.

Fight Against Ludomania

This disease is one of the key problems of the industry. Licensed entertainment sites adhere to the principles of a responsible attitude toward the placement of bets and provide customers with control tools.

The functionality of digital casinos includes self-exclusion. If a person notices signs of addiction, they can contact the administration, and their access to the platform will be temporarily limited.

However, not all gamblers can restrain themselves so they may try to create new accounts. Pre-collected data allows the system to identify such clients and block them.

Analytics is also used to warn about potential risks. For example, if the program records that people spend too much time in the casino, make large bets, or their behaviour has changed dramatically, they receive a notification with a recommendation to take a break.

Monitoring Financial Aspects

Net profit is the most important indicator of the brand’s success but for an effective business control, other metrics must be taken into account.

Big data helps to accurately evaluate the following key parameters:

1. Net gaming revenue (NGR).
2. Gross gaming revenue (GGR).
3. Average revenue per user (ARPU).
4. Churn rate (CR).

Analysis of the results allows operators to see whether the marketing strategy is functioning well or not. Regular monitoring of financial indicators and industry conditions helps project owners respond to changes in a timely manner and maintain leadership.

The Main Things about Big Data in Gambling

Using large amounts of information makes it possible for entrepreneurs to objectively evaluate the effectiveness of their startups and strategically plan business development.

Key aspects that need to be taken into account:

• Personalisation of offers. To attract and retain the audience, it is important to provide it with incentives and gifts based on individual preferences.
• Increased security. Big data helps prevent hacker attacks, protects the platform from bonus hunting, and guarantees the fairness of the gameplay.
• Responsible attitude toward betting. Analytical systems make it possible to promptly identify users with signs of ludomania and suggest access restrictions.
• Financial control. Thanks to deep analysis of economic and statistical data, operators can identify potential risks and adjust the development strategy.

The Rosloto studio provides comprehensive solutions for a successful start and scaling of the gambling business. We offer a full range of services, from licensing to the integration of advanced marketing, security, and other useful tools.

To order the flawless implementation of a turnkey online project, you can contact our managers.