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Smartico Develops a Rockstar AI Predictive Tool for CRMs

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Knowing me, knowing you … There’s nothing we can do …

Goes the famous ABBA song of the 1970s.

Ironically, this is exactly the conundrum that customer relationship management (CRM) executives face when they design and implement a marketing strategy. Especially those in the gaming and betting industry. They know who their customers are. They know their customers could punt big.

But they don’t know the most ideal time to send a simple email to their customers. Or they don’t know the best time to push a social media post.

Shortcomings of One-size-fits-all Strategy

Oftentimes, CRM executives resort to a one-size-fits-all strategy. Take the email campaign as an example. They push their mails over the night so that the job is done by the next day. That is one neat tick on the box of weekly tasks.

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But does it get the job done? The job of making the customers read the mail and follow the call for action?

Well, a no has to be the answer here. Different customers have different reading habits and different routines. The mail, for example, may not reach them at the exact time when a user engages most on the internet.

How would a CRM executive know this? That’s why we are back again to the ABBA song of the seventies: Knowing me, knowing you … There’s nothing we can do.

But not quite so now. This is 2021. And there has to be a way.

Enter Smartico’s AI Model

Smartico’s new AI tool automatically customizes the communication schedule of each and every customer, based on the real-time data on the online habits of the customer.

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If X is most active during the mornings for the last six months or so, and is most likely to make a bet on that time on Sunday, it is a no brainer that the CRM executive must push the mail and social media posts on Sunday mornings.

The new module of Smartico CRM does exactly this. The AI tool analyzes the real-time data on customer behavior and predicts the optimum timings for communication.

Let’s look briefly into how it is done.

How It Works

The Smartico AI model relies on machine learning. It can make accurate predictions from large data sets. It will be of great use in customer retention. The model predicts the best time of the day to send email communication to the customers.

The model uses the user data on the existing CRM. It predicts the best time for sending communications to the user. Communications can be

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  • Emails
  • Push messages
  • Short messages
  • Social media posts

The next step is to define the best time. Is it mornings, evenings or later nights? Smartico’s model uses a 24-hour time frame.

The model analyzes the past activities of a customer in the CRM database to predict the best times. Customer activities can be any of the following:

  • Just being online – opening mails or seeing social media posts
  • Engaging with the message – reading mails, clicking links on messages or interacting with social media posts
  • Doing business – making deposit, posting a bet, or signing up

This is not a plug-and-play AI model. It needs active involvement of a CRM operator for best setup. Smartico offers a smooth interface that allows the operator to set up the tool. While it could take some hours to set up the campaign initially, the tool will provide results within much more quickly once perfected.

During the setup, the operator can perform any of the following tasks:

  • Finding optimum timings for communication – The tool will offer multiple optimum timings during the 24-hour period. Human intervention is required to identify the best timing among them.
  • For short term campaign – The model will predict the nearest best timing for sending a communication.
  • For long term campaign – The tool will offer a range of best timings over a week for scheduling a campaign.

Simplifying AI

Smartico’s team spent long hours to create a working AI model that could improve the CRM platform’s customer retention and conversion rate. The team tried and discarded several models, and tried again, found and improved the present prediction model. It has the proven capability to improve the conversion rates.

AI is going to change the way a CRM system works, especially for highly competitive segments like betting and gaming. It is here to stay. It’s like a sweeping wave. The smart way is to harness its power to improve your CRM and enhance customer retention.

The AI systems do not come often with a low entry point. It’s high-end engineering. Smartico’s AI model is perhaps the one with the lowest entry level. It simplifies the human tasks so much so that the user does not need to worry about the architecture or data processing. Just follow the interface and see the results.

Knowing all these things, this is the best you can do – for your CRM that is.

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New focus for safer gambling as Clarion confirms launch of Sustainable Gambling Zone

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The Consumer Protection Zone (CPZ), which since its launch at ICE 2018 has developed to become the highest profile feature on the ICE show floor has been re-branded to become the Sustainable Gambling Zone (SGZ). 

The strategic decision has been taken following extensive stakeholder consultation and is set against the heightened importance placed on proactive customer interventions at earlier stages of the player journey.

The SGZ will be debuted at July’s iGB L!VE prior to its official launch at ICE 2025, the first edition of the industry’s most influential b2b gaming show to be held at its new home in Barcelona

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Clarion Gaming’s Director of Industry Insight and Engagement, Ewa Bakun, who has seen the CPZ develop to become the key platform for the industry to advance its understanding and implementation of safer gambling measures and raise standards said: “I must stress that this is much more than just a cosmetic exercise. Instead, the Sustainable Gambling Zone, with its refreshed focus, will engage with the broader stakeholder group of operators who are focused on long-term sustainability, something which goes way beyond simply meeting the regulatory mandate.

“The overarching objective of the Sustainable Gambling Zone is to be at the vanguard of initiatives to help develop healthy play from the outset which includes the incorporation of safer gambling considerations from the very start rather than as a compliance requirement.

“While not yet standard across the whole of the industry, this more holistic approach underpins the safer gambling dynamic. Its goal is to create a more sustainable business in which players continue to enjoy their gambling entertainment experience with the small proportion who are at risk of developing problems pro-actively identified and assisted by operators.”

Clarion Gaming Managing Director, Stuart Hunter added: “The relocation to Barcelona will enable us to expand the ICE and iGB Affiliate offerings but also raise the bar in terms of what we already deliver on behalf of the international industry.

“The intended broader appeal of the Sustainable Gambling Zone dovetails with our relocation and will bring the SGZ closer geographically to continental Europe and closer culturally to the Latin American markets that we serve.

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“Barcelona will open a new chapter for ICE/iGB Affiliate and their respective features, not least the Sustainable Gambling Zone.”

The post New focus for safer gambling as Clarion confirms launch of Sustainable Gambling Zone appeared first on European Gaming Industry News.

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INSPIRED LAUNCHES SOLID GOLD™: THE LATEST GEM IN THE FORTUNE COMMUNITY™ LINEUP!

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Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is delighted to launch Solid Gold™ to the Cat C market, the latest addition to our Fortune Community™ slot lineup. Fortune Community offers a multiplayer gaming experience tailored for the Category C and bingo markets. Fortune Community games can activate a community bonus during play, ensuring all eligible players can share in the rewards.

Prepare to embark on a nostalgic journey with Solid Gold™, a classic retro slot that seamlessly blends vintage charm with exhilarating thrills.

In Solid Gold, a Gold Bar character hovering above the reels brings players closer to victory. When these characters grace each of the three reels, they unlock one of three bonuses. During the Wild Pick bonus, players take charge and choose one of three reels to turn Wild – or two if they’re lucky. Once a reel is selected, a stack of Wilds fills the entire reel, whilst the Wild symbol substitutes for all other symbols to enhance or create wins.

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Players fortunate enough to trigger the Wild Pick bonus will have the opportunity to win a bonus spin. During this feature, the Wild reels will lock in position while the remaining reels spin again, providing players with an additional opportunity to win.

The Solid Gold community bonus steals the spotlight, played on alternative reels and offering 6 enticing prizes up for grabs. The reels will continue to spin until either a £100 jackpot prize is awarded, or a losing combination appears. Solid Gold not only offers players the opportunity to relive the golden era of slots but also engages them in a community bonus.

Richard Terry, UK Market Product Director, said: ” Solid Gold is the latest in a series of fantastic Fortune Community Cat C titles from Inspired, and once again sees the return of a much-loved classic game brand from yesteryear, likely to engage both new players with its absorbing presentation and experienced players with fond memories of the original product”

The post INSPIRED LAUNCHES SOLID GOLD™: THE LATEST GEM IN THE FORTUNE COMMUNITY™ LINEUP! appeared first on European Gaming Industry News.

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ESIC Announces Establishment of Global Esports Industry Advisory Board

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The Esports Integrity Commission (ESIC) is pleased to announce the establishment of its Global Esports Industry Advisory Board, designed to enhance integrity and ethical practices across the esports landscape. The Advisory Board will serve a pivotal role by providing expert advice to ESIC’s Chief Executive Officer on a range of critical industry issues. 

The primary function of the Advisory Board is to create a robust framework for integrity and fairness, setting a global benchmark for ethical conduct and fair competition in esports. The board will offer strategic insights, help shape policies governing fair play, liaise with key industry stakeholders, and act as ambassadors advocating for ethical practices. 

ESIC has appointed two highly esteemed members to inaugurate this board: 

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  • David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG), joins the Advisory Board with over fifteen years of experience in the video games industry, including significant roles at Activision-Blizzard and Electronic Arts. David’s profound impact on international and public affairs initiatives makes him an invaluable addition to the board. 
  • Robbie Douek, CEO of BLAST, also joins the Advisory Board, bringing a wealth of experience from his roles at Google and Disney, along with his leadership through major acquisitions. Robbie is celebrated for his strategic leadership and his instrumental role in elevating esports to a significant global entertainment platform. 

The formation of the Advisory Board is an engagement that underscores the commitment of its members to upholding and promoting the highest standards of integrity within the esports industry. The board will meet as required to address strategic challenges and ensure that ESIC’s initiatives effectively meet current and future industry needs. 

“Both David and Robbie bring a remarkable depth of knowledge and a passion for advancing the integrity of esports,” said Stephen Hanna, CEO of ESIC. “Their expertise will be crucial as we navigate the evolving landscape of esports and strive to maintain the integrity that our community expects and deserves.” 

Robbie Douek, CEO at BLAST, said: “I’m honoured to be given the opportunity to support the Global Esports Industry Advisory Board and ESIC in their ambition to create the best and fairest environment possible for players, teams and fans.” 

David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG) also commented: “It is a true honour to join the Global Esports Industry Advisory Board and support ESIC’s successful journey. Fairplay and integrity are at the core of esports. We owe it to the players and to the fans and for a better endemic industry governance” 

The post ESIC Announces Establishment of Global Esports Industry Advisory Board appeared first on European Gaming Industry News.

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