Optimove – The importance of personalisation in iGaming 

Optimove, a leader in customer data and marketing automation, research shows that personalisation is key to retaining players and boosting revenue in today’s competitive market. Currently valued at $93.26 billion, the iGaming market is projected to grow at a compound annual growth rate (CAGR) of 10.44%, highlighting an immense shift in how gambling is experienced as it transitions into the digital world.  

As the market reaches new heights, intensifying competition is demanding that operators adopt smarter strategies to retain players, drive loyalty, and optimise revenue. 

At the heart of success in this evolving landscape lies personalisation. Today’s players expect tailored experiences that mirror their preferences and behaviours. Ignoring these expectations can alienate customers, as according to Global Management Consulting Firm McKinsey, 71% of consumers say they expect personalised interactions, and 76% get frustrated when brands fail to deliver. For iGaming operators, personalisation is no longer optional—it’s an absolute necessity. 

Why personalisation matters in iGaming 

Offering personalised recommendations for games, promotions, and betting options significantly improves player satisfaction and loyalty. This results in: 

• Higher engagement: Personalised content keeps players actively exploring new games, features, and offers. 
• Increased retention: Operators who cater to individual interests and behaviours see significantly reduced churn rates. 
• Maximised revenue: Recommendations based on player preferences improve cross-sell opportunities and average player spending. 

Four key personalisation strategies for iGaming operators 

Here are actionable personalisation strategies that can help operators thrive in the competitive iGaming market: 

1. Implement gaming-specific recommendation models 

Leverage advanced recommendation engines that suggest content based on player behaviour and preferences. Popular recommendation models include: 

• “Recommended for you”: Tailored games or bets based on past activity. 
• “New games you might like”: Personalised suggestions that encourage exploration of newly launched games. 
• “Your favourites”: Promoting familiar games that resonate with individual players. 

These models ensure that players engage with content that feels relevant, leading to higher satisfaction and increased playing time. 

2. Enhance search with AI and personalisation 

An AI-powered search engine transforms how players find games, sports, or betting options. By factoring in past search behaviour, game preferences, and real-time data, operators can provide personalised search results that anticipate what a player wants. 

• Lightning-fast results: Players expect quick, accurate responses. 
• Voice search: Introducing speech-to-search functionality can further streamline the user experience. 
• Self-learning algorithms: Continuously improving search relevance ensures players discover new, engaging content. 

3. Offer flexibility through self-service platforms 

Operators must have control over what content is promoted and recommended to players. Self-service platforms allow operators to: 

• Align content with specific KPIs, such as retention or cross-sell goals. 
• Promote specific games, features, or campaigns for targeted audiences. 
• Apply constraints, boosts, or overrides to ensure business priorities are met. 

This control empowers operators to deliver personalised campaigns that resonate with specific customer segments while maximising ROI. 

4. Focus on measurable results 

Personalisation isn’t just about improving the player experience—it drives measurable business results. Successful operators often report: 

• Higher conversions: Personalised offers and campaigns result in greater uptake of promotions and games. 
• Revenue uplift: Tailored recommendations boost cross-sell opportunities, leading to significant increases in player spending. 
• Improved player lifetime value (LTV): Personalisation fosters loyalty, ensuring long-term player relationships. 

For instance, Optimove has observed that operators who adopt personalisation strategies often see up to a 35% uplift in revenue and notable improvements in retention metrics. 

The future of personalisation in iGaming 

The future of iGaming belongs to brands that prioritise personalised, data-driven strategies. As competition intensifies, the operators who embrace tailored recommendations, AI-powered search, and campaign flexibility will be those who retain their players, boost engagement, and achieve sustainable growth. 

Personalisation isn’t just a trend—it’s the backbone of modern iGaming success for operators to deliver memorable, engaging, and rewarding experiences for every player.