The Playa, an AI solutions provider for personalization, in collaboration with the Gaming Operations Academy and consulting agency WarriorLab, has published a report titled The State of VIP Operations. This report focuses on the operations of VIP departments within the iGaming industry. The authors surveyed 70 VIP specialists, 64% of whom are employees of operators. Here are the key findings:
VIP Team Operations:
68% of VIP managers oversee a portfolio of 100 players.
20% manage 500 players.
76% of VIP teams are evaluated based on NGR, GGR, or deposit volume.
19% are assessed on player retention and LTV.
49% of VIP managers rely on intuition when deciding which players to prioritize.
23% use automated scoring.
Main Tools for VIP Teams:
30% use Excel or Google Sheets.
30% utilize BI systems.
25% rely on CRM.
0% use AI tools.
Data on VIP Players:
76% of VIP managers rate the quality of data as good or very good.
71% encounter data fragmentation across multiple systems.
50% occasionally make decisions based on incomplete or outdated data.
Attitude Towards AI:
75% of VIP managers highly value the idea of a tool that provides daily recommendations for each player.
67% would like to receive early warnings from AI regarding player churn.
38% cite the loss of personal contact with players as the main risk of implementing AI.
The authors conclude that the primary issue for VIP departments is not the quality of data, but its fragmentation across different systems. Managers see the role of AI not as a replacement for their own decisions, but as a means to prioritize player engagement.
It is important to note that the sample size is small, so the results reflect general trends but do not provide a statistically accurate picture.