With Golden Whale recently announcing a major update to Foundation– the latest iteration of the company’s proprietary machine-learning technology – we caught up with Chief Technology Officer, Thomas Kolbabek, to learn how the upgraded system will help operators synchronise data from multiple sources to deliver more personalised recommendations than ever before.
Decision-making modules change the structure of tooling in iGaming
As the world of iGaming has grown more and more complex, it’s become increasingly complex for businesses to manage their operations in a synchronised, meaningful way. With more tools being created around engagement, rewards/bonusing and gamification to name just a few, the challenge for them now is to stay on top of these disparate and often conflicting measures while still fulfilling the core objective of delivering a personalised user experience to all their customers.
At Golden Whale, we’ve been following this exponential advancement in complexity around iGaming technology and operations for some time and have steadily set about updating our Foundation system so that it’s able to cope with the increased demands being placed on businesses. If the first iteration of Foundation was focused on developing a solid model-building engine to predict user behaviour and dynamically segment the customer base, our new version adds another layer and is all about taking an “orchestrate everything” approach so that businesses can control and optimize the elements of CRM, gamification and anything else that they wish to combine, based on predictions.
While other systems have opted to continually add more features with the goal of building an all-in-one solution, Golden Whale has approached the problem a little differently. As we believe the market will pivot towards a more modular landscape so that businesses don’t become tied up in large, complex software structures that are connected to one single supplier, what we’ve done instead is develop Foundation to be far more flexible. Now businesses can combine any number of systems to deliver tailored suggestions that maximise their operational efficiency.
This means, that Foundation now can create the best “next offer” to any player based on their history and behaviour – as documented by multiple data sources – in any configuration the operator chooses. In this respect, every customer is treated on the basis of their direct experience with the product, empowering operators to deliver promotions or engagement measures that always hit the mark.
Of course, given the entire Foundation system is underpinned by a dynamic AI and machine learning layer, our solution is capable of constantly re-evaluating its set-up and updating its recommendations to account for any changes in customer behaviour or the iGaming landscape in general. As this process happens on a permanent loop and only requires human input to approve or reject any new recommendations, this is effectively another stepping stone on the way towards the semi – or even fully–automated “engagement agents as a service” that may well be the industry’s future, thereby reducing the manpower required to optimise certain iGaming systems and freeing up teams to focus on more creative endeavours that require a human touch.
At Golden Whale, it’s our firm belief that this type of system will play a major role in iGaming over the years to come – and the Foundation´s new iteration is just the beginning of what might be possible as the technology continues to evolve. In our case, engagement agents will most likely emerge from a combination of machine learning and deep learning systems and we’re very excited about the potential they have to shape the way businesses streamline operations, increase engagement and optimise the value they receive from segmentation and rewards in the not-so-distant future.
In the meantime, however, the Foundation will provide operators with a smart, dynamic way to derive meaningful learnings from the various tools and systems they already have in place. Scalable, customisable and capable of delivering effective recommendations based on whatever combination of user information operators choose, the latest iteration of our Foundation system really will see Golden Whale’s technology take their personalisation efforts to brand-new heights.
