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Data at the heart of online gambling industry’s growth according to Future Anthem survey
State of Online Gambling reveals 74% of industry sees data as focus area and 50% more organisations share data with suppliers and partners than 12 months ago
The improved use of data has been one of the main contributors to positive performance in the last 12 months, according to Future Anthem’s State of Online Gambling survey, with 74% of respondents saying it is a focus area for the year ahead.
Furthermore, 87% say their data is structured – an increase from 76% in Future Anthem’s 2021 state-of-the-sector survey – including 32% who say it is very structured.
Gambling companies re-shaping their use of data
The improved use of data is being harnessed to build better experiences. Operators and studios are putting data at the heart of the way they are growing their businesses, using it to conquer markets, move into new areas and create products across more devices.
Future Anthem, the pioneering AI and game data science specialist, found that while there is a growing understanding and clear support for the use of data – the industry has yet to realise its full potential.
Although double the amount of organisations (24%) as last year share their data with at least five suppliers and partners, the size of the potential to improve performance from data is shown by a total of 41% of respondents not sharing their data with suppliers and partners.
This is underlined by 33% feeling that their organisation does not extract the full value of their data and – even more so – by only 26% of respondents saying that their data-driven decisions are measurable.
Data-driven insights needed to compete with Netflix and Amazon
Data science brings many benefits to operators and studios, allowing the chance to address several industry challenges around game and portfolio optimisation as well as increasing responsible gambling standards.
“Having taken the industry’s pulse once again in our 2022 State of Online Gambling survey, it is clear that data is key to future growth. The majority of respondents cite the improved use of data as a major focus area (74%), and 50% more organisations share data with suppliers and partners than 12 months ago,” said Future Anthem CEO Leigh Nissim.
“We expect these trends to accelerate as the industry increasingly reaps the benefits in key operational areas. Online gambling is competing with the likes of Netflix, Amazon and other kings of recommendations – being more data-driven is the only way to win minutes and eyeballs.”
Future Anthem is trusted by some of the world’s leading gambling operators and studios with their use of data, including Betfred, Big Time Gaming, Blueprint Gaming, Gamesys (a Bally’s Corporation Company) and Paddy Power Betfair.
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Aviatrix pairs with Cactus Gaming in latest Latin America deal
Innovative crash game Aviatrix has partnered with Cactus Gaming in an agreement that will extend its reach further into Latin America.
Aviatrix will integrate with Cactus Gaming’s online casino solutions, becoming available to the provider’s partners in Brazil and beyond.
This means more players in Latin America can enjoy the one-of-a-kind crash game with NFT-based engagement mechanics.
Gabriela Novello, Head of Business Development LATAM at Aviatrix, said: “We’re looking forward to this partnership with Cactus Gaming blooming for both sides. We’re impressed by their reach across Latin America, particularly in Brazil, where they are well placed to help us bring Aviatrix to new audiences.”
Tiago Carneiro, CRA at Cactus Gaming, added: “Cactus Gaming has as one of its main differentials the conversion power of the platform, which turns users into loyal players. The partnership with Aviatrix will further enhance this. The game is one of the most exciting we’ve seen in recent times, and we’re thrilled to offer it to our partners.”
The collaboration between Aviatrix and Cactus Gaming is set to further raise the bar for online casino in Latin America, with both sides committed to delivering the very best user experience to players.
Aviatrix has been rapidly expanding in Latin America over the past few months, signing deals with some of the biggest aggregators and operators in the region.
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New Game Release by Zillion Games – Wolf’s Moon
Embrace the wild wolf’s spirit and follow the moon’s glow into the forest!
Explore the world of the mysterious forest with the Wolf’s Moon slot! Exciting Mystery symbols, powerful Boost symbols, and the thrilling Hold & Win feature await you here.
About Game
Wolf’s Moon slot has a captivating design that offers an enchanting gaming experience due to its complex mechanics. The game is meticulously structured around a 5-reel grid, featuring 25 distinct paylines, which provides multiple opportunities to the player to secure his winnings. Step in to the adventure with Wolf’s Moon and let yourself transported to a nocturnal world where the forest spirits join your hunt under the glow of the full moon.
Latest News
Scientific Games Off to Epic Start With Launch of First GAME OF THRONES Lottery Scratch-off Game in the U.S.
Colorado Lottery Winners Will Be Lucky Participants in THE SEVEN KINGDOMS EXPERIENCE Set to Take Place in Napa.
Scientific Games’ newest multi-state branded GAME OF THRONES Linked Games, developed in partnership with Warner Bros. Discovery Global Themed Entertainment, has kicked off successfully with GAME OF THRONES branded instant scratch, Fast Play and iLottery games offering players the chance to win prizes instantly, plus an opportunity to win an experiential prize package, THE SEVEN KINGDOMS EXPERIENCE.
Inspired by one of the most-watched HBO television series of all time and set to captivate the GAME OF THRONES fandom, THE SEVEN KINGDOMS EXPERIENCE event will take place in a medieval-style castle winery in Napa Valley, California in 2025. Trip winners will be divided into seven “Houses”, such as House Targaryen, House Stark and House Lannister.
The event will include multiple rounds of brand-immersive games, giving trip winners a second chance to win their share of up to $7 million. The trip winners will get to cheer on their own “Champion” in a live jousting tournament, and one “Ruler” will be chosen from each house to play for prize money split amongst every member of the house.
The Colorado Lottery is the first U.S. lottery to launch a GAME OF THRONES-themed lottery Linked Game to give players in the state an opportunity to win the once-in-a-lifetime experience. The game achieved the highest first-week index of any of the Lottery’s $10 games launched in fiscal year 2024. It continues to lead, with four-week sales surpassing all other Colorado Lottery $10 games in fiscal year 2024 and most games in other price points, placing third behind a $20 and $50 game. THE SEVEN KINGDOMS EXPERIENCE has limited availability remaining for North American lottery participation, with most of the current trip winner spots filled.
Tom Seaver, Director of the Colorado Lottery, said, “Our players are very excited to play the GAME OF THRONES scratch game. It’s been a great addition to our game lineup, and as the sales numbers show, it is performing really well for us.”
According to Scientific Games research, the GAME OF THRONES brand resonates especially well with younger adult players.
Tina Hoover, V.P. of Licensing for Scientific Games, said, “Our teams are continually innovating to make every lottery winners’ event unique and exciting. We worked with Warner Bros. Discovery Global Themed Entertainment to create an immersive GAME OF THRONES-themed winners experience and to deliver a top-notch winners’ event that we’ve refined over the past 17 years doing prize trips for more than 5,000 lottery players. Based on the response we have received and participation so far for THE SEVEN KINGDOMS EXPERIENCE, we are looking into a potential second trip opportunity.”
Scientific Games pioneered the lottery Linked Games concept in 2007 and games produced by the company offering the opportunity to win experiential prizes themed to brands like DEAL OR NO DEAL, MONOPOLY, THE PRICE IS RIGHT and WILLY WONKA represent more than USD$4.6 billion in retail sales to date.
With a portfolio representing more than 100 licensed brands, Scientific Games provides retail and digital games, technology, analytics and services to 150 lotteries in 50 countries worldwide.
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