As it keeps evolving, more and more technological breakthroughs are beginning to play a vital role in shaping industries.
One of them is data analytics which entails data-driven personalisation of gaming platforms. As this modern aspect of gaming becomes more significant, it is beginning to transform player experiences in some very exciting ways. Let’s unpack some of these in some more detail.
The role of data analytics in personalisation
Data analytics can be an important tool across all sectors of gaming. For instance, the iGaming industry is massive in the UK, representing one of the largest online gambling markets in the world. It’s estimated that as many as 23.9 million people in the UK engage in online gambling.
Unfortunately, this has also led to the UK Gambling Commission taking an overly paternalistic approach to regulating the industry. Policies like making the GamStop program mandatory have left many players feeling too restricted and stifled by these regulations. As many of them seek to play at UK casinos not on GamStop, this has led to an abundance of internationally licensed casinos that cater to this market.
According to crypto expert Kane Pepi, these platforms provide a wealth of perks like crypto payments, instant withdrawals, and less invasive registration requirements. However, they also provide players with the freedom to set their own limits if they want to. That way, players can use data analytics provided on these sites to self-regulate things like their playing time, betting limits, and budgets—thus personalising their iGaming experiences according to their particular needs.
On the other hand, like their own smart assistants, data analytics are also a powerful tool for game developers. They use this data to craft better gaming experiences based on the feedback. This allows developers to tailor game experiences to individual player preferences and gaming habits. It can mean adjusting the difficulty levels or provide more meaningful in-game rewards to help increase player retention.
Predictive analytics
This form of analytics always has one eye on the future of gaming. By using these metrics to track and predict player behaviour, developers are able to create a more personalised experience. Predictive analytics can also help developers understand when players are likely to stop playing, how they will respond to new content, and what features will drive engagement.
Predictive models come into play a lot more around the question of monetisation. Using predictive analytics, a developer can adjust in-game purchases accordingly. This can affect pricing strategies by tailoring personal discounts and limited-time offers within a particular window to maximise the chances of success.
This approach ensures that players feel as though the game is tailored to them, increasing their likelihood of continued engagement. This may seem a little unethical and manipulative but is actually a good thing as it can mean that players have the opportunity to experience bigger discounts than blanket monetisation policies. It also means players who stay with the game longer or play more can be rewarded accordingly for their loyalty.
Ethical concerns
While personalisation through data analytics offers many benefits, it also raises important ethical questions. One of the biggest and most obvious concerns with data analytics is privacy. No person would feel comfortable if they were starkly aware that a machine was tracking and storing every movement of theirs or taking note of everything they did. More concerning to players is how that data is used and protected.
In the UK, many people are now becoming acutely aware of just how much our daily lives are monitored. With data being the most valuable commodity in the world today, our smartphones, PCs, and tablets have become harvesting tools for every data analytic possible. In the gaming industry, it’s the same. While in this industry, data is generally harvested to make products better, there are ethical concerns that abound.
Among them are concerns about how this data is used and whether players are fully aware of the extent of data collection. Everything we do online today is quantified and monetised, which has led to all kinds of people trying to make money online. In iGaming, the balance between personalisation and privacy is particularly delicate. On the other hand, more modern platforms like those that will incorporate the use of AI may serve a huge role in preventing bad gambling habits.
These kinds of platforms will be designed to monitor and analyse a player’s gaming data, recognising early on if there are red flags that the person may be headed down a problematic path, or already is.
In this instance, the ethical concern remains how proactive approach developers should take to help prevent this. On the other hand, others fear that a player’s preferences and gaming habits can be used against them to keep them playing longer when they shouldn’t be.
Conclusion
Data analytics has become a crucial tool in enhancing personalisation in modern gaming. It can take a couple of forms, such as personalised content, predictive analytics, or tailored in-game experiences.
Either way, data analytics can help developers create games that resonate with individual players. However, the future of personalisation in gaming will depend on finding a balance between providing a customised experience and respecting player privacy and safety.
Image Credit: stock at pixabay
