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State of Online Gaming Reveals 74% of the Industry Considers Data a Priority Area and 50% More Organizations Share Data with Vendors and Partners than 12 Months Ago
Improved data usage was a major contributor to positive performance over the past 12 months, according to Future Anthem’s State of Online Gaming survey, with 74% of respondents saying This is a priority area for the coming year.
Additionally, 87% say their data is structured – an increase from 76% in Future Anthem’s 2021 State of the Industry survey – including 32% who say it is highly structured.
Gambling companies are reshaping their use of data
Improved data usage is leveraged to create better experiences. Operators and studios are putting data at the heart of how they grow their businesses, using it to conquer markets, move into new areas and create products on more devices.
Future Anthem, the pioneering AI and gaming data science specialist, has found that while there is growing understanding and clear support for the use of data, the industry has yet to realize its full potential.
Although double the number of organizations (24%) compared to last year share their data with at least five suppliers and partners, the magnitude of the potential for improving performance from data is demonstrated by a total 41% of respondents do not share their data with suppliers and partners.
This is underscored by 33% of respondents who feel their organization is not extracting all the value from their data and, even more so, by only 26% of respondents who say their data-driven decisions are measurable.
Data-driven insights needed to compete with Netflix and Amazon
Data science brings many benefits to operators and studios, helping to address several industry challenges around game and portfolio optimization as well as increasing responsible gaming standards.
“Having taken the pulse of the industry once again in our State of Online Gambling 2022 survey, it’s clear that data is critical to future growth. The majority of respondents cite improving the use of data as a priority area (74%) and 50% more organizations are sharing data with vendors and partners than 12 months ago,” said Future Anthem CEO Leigh Nissim.
“We expect these trends to accelerate as the industry reaps more and more benefits in key operational areas. Online gaming competes with Netflix, Amazon and other recommendation kings – being more data-driven is the only way to win minutes and eyeballs.
Future Anthem is trusted by some of the world’s leading gambling operators and studios for their use of data, including Betfred, Big Time Gaming, Blueprint Gaming, Gamesys (a Bally’s Corporation company) and Paddy Power Betfair.