News Online 26 Aug 2022
Qlik: Players want hyper-personalisation – but also data privacy
By Matthew Nicholson
During its presentation at G2E Asia, data integration company Qlik revealed research that showed 72% of people would stop engaging with companies if they believed their data privacy was at risk.
Delivering the presentation, Senior Director of Solutions and Value Engineering Chin Kuan Tan simultaneously added that 76% of them favoured hyper-personalisation.
Inevitably, this means gaming companies are walking an ever-tightening line between giving customers a personalised service while having to be cautious with the data taken from customers.
This was a point Tan addressed directly, saying: “As a consumer, when I have a lingering thought, ‘how did they know I was in the casino at the slot machine at that time?’ This is the fine line between hyper-personalisation and data privacy.”
Tan added: “The pandemic has been a watershed moment for the gaming and hospitality industries. There is a huge acceleration of digitalisation in the industry; including personalisation and changing consumer behaviour.”
The information and data used by the industry is often used to improve customer experience; while, in casinos, it is specifically used to help the venue direct customer flow.
Meanwhile, Qlik also spoke of how more traditional methods of targeting consumers are no longer as effective, with anonymous marketing having a minimal impact on players in 2022 – showing why the push for hyper-personalisation is an important, if tricky, method for gaming companies.
Gambling Insider has covered numerous talks so far at G2E Asia, for more on Macau, Singapore and other discussion panels, visit our Asia section here.
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