Personalisation and Neuro-Advertising for Player Engagement

In the modern casino industry, competition for the attention of VIP clients has reached its peak. Such customers bring operators the majority share of revenue, but at the same time, they are distinguished by high demand for details.

The use of such tools as personalisation and brain-based marketing makes it easier for entrepreneurs to attract the attention of VIP clients. These technologies allow project owners to analyse data and behaviour of visitors to entertainment sites, as well as to understand their emotions, motivation, and triggers.

About Microtargeting

The concept means the creation of unique advertisements and offers based on the client’s unique profile.

Traditional marketing divides the audience into large segments (for example, “young men aged 20–30 who prefer slots”), and microtargeting goes much further. It develops customised content based on the actions, habits, and expectations of a specific gambler.

Key features of the tool include:

• studying products requested by a player (slots, roulette, poker, or live casinos);
• fixing the favourite game time (evening, night, weekend, etc.);
• tracking the average size of deposits and bets;
• monitoring the reaction to bonuses and promotions (for example, a customer can automatically activate free spins, but ignore cashback).

Based on this information, clients get an exclusive engagement strategy. These are unique bonuses, personalised messages, accelerated refunds, and an adjustable UX interface.

Today, microtargeting is increasingly used in the casino and bookmaker industry, especially with regard to high rollers and the VIP segment.

For example, one player prefers roulette and places huge bets, while another chooses poker tournaments and closed communities. An individual offer is created for each of them, which increases their loyalty and retention indicators.

The Use of Microtargeting in the iGaming Vertical

Let us consider the main characteristics of this approach.

Deep Personalisation

Classic marketing is based on segmentation. Visitors to digital platforms are divided by age, gender, country, deposit size, and other parameters. And microtargeting implies a more profound clustering of the audience.

The technology allows operators to create a detailed portrait for each user and build unique scenarios of interaction.

Examples of personalisation:

• a person who visits a gambling site only at night receives a push notification with the “night free spins” promotion;
• a client who prefers roulette is not offered cashback on slots, but is given a generous bonus that can be used in live entertainment;
• if a player replenishes his account once a week, he is sent a “weekly loyalty package” to make it a habit.

Thus, each customer feels that the online casino “adapts to him” and does not impose the same promotions on everyone.

The VIP segment is also distinguished by increased cashback, instant withdrawal of funds without commission, access to premium content, new games, and other privileges.

AI and Big Data

Modern casinos collect terabytes of information: from the login time to the bids with which a person most often wins. Machine learning algorithms process these details, identify hidden patterns, and foresee the player’s actions.

Features of using AI and Big Data in the VIP segment:

1. Reaction to losses. Artificial intelligence notices that gamblers who have failed several times in a row often quit betting. As a response to this, the system automatically activates an “insurance bonus” or increased cashback (for example, 30% for VIP clients).
2. Deposit history. The algorithm analyses the frequency of bids and offers exactly the amount of incentives that is most likely to motivate clients to replenish their accounts again.
3. Forecasting the results. Big Data allows entrepreneurs to model different situations: which customer will become a VIP user, who will leave, and who will regularly make deposits or spin the reels in slots with increased limits.

Automation

One of the main advantages of microtargeting in the gambling industry is complete control over what is happening in live mode.

Operators do not need to manually track the behaviour of thousands of players, test different marketing tools, and monitor reactions to bonuses. The system independently decides what to offer, when, and to whom.

Examples of automation for the VIP segment:

• if a user is inactive for 10 minutes, they immediately receive a notification with a mini-reward and a short message — “stay a little longer, there's a surprise for you”;
• after the fifth deposit, the program activates a personal VIP status for the gambler;
• if a customer has lost more than the previously designated amount, they receive an individual offer in the form of a “recovery package” (cashback or free spins).

Thus, marketing becomes instant and invisible to casino visitors, but at the same time, very effective for the owners of iGaming portals.

Multichannel

Microtargeting functions are launched in several ways to deliver messages to where the VIP client is most comfortable getting acquainted with them:

1. E-mail. Long personalised newsletters with a selection of relevant bonuses are used.
2. Push notifications. This is a tool for quick reminders about available rewards, prestigious tournaments, upcoming promotions, and new content.
3. SMS. Such a channel is aimed at sending instant or exclusive VIP offers.
4. Social networks and messengers. These are chatbots, personal proposals in Telegram, WhatsApp, or Discord.

Multichannel communication ensures continuous interaction with customers and increases the chances that they will return to the gaming site faster.

Dynamism

The behaviour of VIP clients often changes: today, they spin reels in slots at higher limits, and tomorrow, they try their hand at a live casino.

If, for example, the service provides outdated bonuses, such incentives will quickly lose their value. For this reason, microtargeting is more often based on a dynamic update of offers: players get what they need at the moment.

How the system works:

• if a VIP gamer suddenly switches from slots to poker, the program will automatically reconfigure bonuses for the new category;
• if a client stops responding to promotions, he will be offered another format — a tournament or a challenge.

The algorithms built into microtargeting take into account seasonality, the interests or requests of VIP customers, as well as their betting history and other parameters. Thanks to this, each offer remains relevant, and casino visitors feel that an entertainment portal really tracks their desires.

Brain-Based Marketing for Predicting the Actions of Players

The technology uses an understanding of neurobiology, psychology, and behavioural economics to analyse and manage human reactions to advertising and stimuli.

The tool helps to find out how the human brain makes decisions:

• when to take risks;
• when to stop;
• what is interpreted as a victory, even with an actual loss.

In online gambling, neuromarketing is useful in cases of:

• predicting the behaviour of VIP clients;
• creating emotional triggers that enhance audience engagement;
• personalising the betting experience for individual habits.

Leading providers began to focus on MRI and electroencephalography (EEG) back in the 1990s. The goal of the research was to study the brain's reactions to advertising. Over time, the knowledge gained began to be applied in retail and e-commerce, and since the 2020s — in the iGaming sphere.

The Use of Technology in the VIP Segment

Special clients represent 20% of players who bring 80% of the casino income. This user group is characterised by high loyalty, large deposits, and particular sensitivity to personalisation.

The actions of VIP gamers must be predicted accurately in order to:

• keep them from leaving;
• offer individual privileges on time;
• not to overload with unnecessary bonuses.

The Study of Emotions and Triggers

Neuro-advertising helps to understand what visual, auditory, or game stimuli motivate VIP clients to perform the following actions:

• increase the bet;
• go to a new section on the website;
• make a deposit;
• continue playing, even if they planned to leave.

For example, the system can fix the moment when the activity of users increases after an “almost winning combination”. In response, they will be offered a bonus, promo code, or other reward for staying on the entertainment platform.

Prediction of Behaviour

Neuromarketing in online casinos does not use MRI and different types of medical studies, but instead, the tool analyses:

• time of logging in to the website;
• average bet sizes;
• reactions to incentives;
• frequency of deposits;
• speed of decision-making.

Based on these patterns, neural models are built. They predict:

• the probability of extending the session;
• the moment when a client can leave the casino portal;
• the probability of replenishing the account or making a large deposit.

Gaming Environment As a Tool of Influence

One of the most promising areas is the creation of neurodesign.

When developing a personalised UX interface, specialists use several elements:

• colours and sounds that enhance the feeling of excitement;
• animations of winnings that trigger a dopamine response even with small prizes;
• timers that limit the duration of bonuses and create the effect of the “loss of profit”.

Advantages of Technologies

Let us consider why operators are increasingly using these tools in the premium segment.

Deeper Personalisation

Microtargeting ensures an accurate selection of offers, focusing on the behaviour of gamblers. Neuromarketing adds an emotional layer: the interface appearance, as well as visual and sound effects that cause the “right” reactions.

As a result, VIP clients get a comprehensive experience. This includes not only entertainment solutions and bonuses that suit their interests, but also the correct presentation that matches the psychology of players.

Yield Growth

Personalisation helps to hold the audience's attention with targeted promotions that keep gamblers active in the long term. Brain-based marketing enhances emotional engagement and reduces the risk of losing clients to competitors.

Thanks to this, VIP users stay in the online casino longer, make more deposits, and perceive the platform as a convenient environment.

Key business performance metrics also rise, including:

• LTV;
• GGR;
• ROI, and other parameters.

Emotional Attachment to the iGaming Brand

Microtargeting and neuro-advertising personalise communication with customers. Letters, push notifications, and promotional offers look as if they were prepared exclusively for one person, taking into account his betting habits and wishes.

As a result, an emotional loyalty is formed. Players start associating the entertainment portal not only with winnings, but also with exceptional care for them.

The Main Things About Neuromarketing and Personalisation

The use of these technologies makes communication with the audience more targeted, engaging, and effective.

Key aspects that need to be considered by operators:

• Most often, these methods are used together in the VIP segment. This client group brings the bulk of revenues to business owners and expects special treatment.
• The tools provide deep personalisation of content, increase the profitability of entertainment portals, and form a strong emotional attachment to them.

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