In the gaming industry, customer relationship management (CRM) has traditionally relied on segmenting players into clusters based on shared characteristics. While this method has been effective, the next evolution of CRM is here—one that focuses on targeting players as unique individuals rather than as part of a generalized group. By leveraging AI-driven personalization, gaming companies can now offer hyper-personalized experiences that drive engagement, retention, and revenue.

The Limitations of Segment-Based CRM

Segmenting players into groups based on behaviour, demographics, or spending patterns has been a staple CRM strategy for years. However, this approach comes with limitations:

• Lack of Granularity: Segments, no matter how well-defined, still generalize player behaviour. This leads to missed opportunities for deeper engagement.
• Inefficient Targeting: Broadly applied promotions and incentives may not resonate equally with all players within a segment, leading to suboptimal marketing effectiveness.
• Time-Consuming & Difficult to Maintain: Traditional segmentation requires manual setup, constant re-evaluation, and ongoing maintenance to stay relevant.

The Advantages of Individual Player Targeting

Targeting individual players rather than relying on segmentation unlocks a new level of precision in CRM. Here’s why it’s the future of player engagement:

• Hyper-Personalized Experiences: By analysing players as distinct individuals, rather than as part of a segment, CRM systems can deliver tailored recommendations, offers and bonuses that cater to each player's unique preferences. This leads to increased engagement and satisfaction.
• Enhanced Predictive Capabilities: AI-powered algorithms can detect micro-patterns in player behaviour, allowing companies to better understand player behaviour in ways that segmented approaches cannot.
• More Effective Monetization: targeting individual players enables more efficient use of promotions and offers. Instead of applying generic discounts to an entire segment, individual player targeting systems can tailor incentives to maximize retention and reactivation while minimizing unnecessary spend.

How Ibex is Leading the Way

Ibex is at the forefront of this CRM revolution. Our advanced AI-powered decision engine analyses individual player data, creating hyper-personalized recommendations to maximize player retention and reactivation, while ensuring optimal marketing spend. By continuously refining our models, we are redefining the way gaming companies interact with their players—one individual at a time.

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