The Playa has launched a new tool designed to help iGaming operators identify, manage and retain high-value players. It follows the supplier’s recent report which flagged very old systems being used to manage VIPs.
The Playa has launched VIP Intelligence, a standalone product the company says is an industry first, built specifically to manage VIP programmes end to end.
It says the new product was designed to address the gap between the disproportionate share of revenue that VIPs provide and the need for specific tools to manage VIP programmes.
VIP Intelligence will address these challenges by combining early detection, behavioural profiling and prioritisation features in a single workflow for VIP managers.
The product follows on from the supplier’s recent report – The State of VIP Operations – which established that VIP operations across the sector were largely reliant on legacy systems like old manual spreadsheets.
It recommended operators streamlined and utilised AI to improve these processes.
“VIP management is the most valuable function in iGaming, and every VIP found late or lost without warning is revenue an operator never gets back,” Viktoriia Grygorenko, CEO at The Playa, said.
“VIP Intelligence is built to prevent that. It shows which players have VIP potential from day one, which VIPs are starting to drift, and the right next step for each one. [The platform] doesn’t replace a manager’s judgment. It works like a navigation system, showing who needs attention today and the best route to take.”
Product focus and features
The Playa has positioned VIP Intelligence as covering two core functions: onboarding (identifying and developing future VIPs) and account management (keeping existing VIPs engaged). The platform can detect early behaviours and identfy a potential VIP within the first 24 hours of their activity.
From there it generates behavioural profiles for VIP managers to tailor their approach to outreach. Its recent survey found that only 21% of VIP managers have a behavioural profile when a player joins their portfolio.
Additional features include a player health score metric, churn detection and a recommendation engine for what managers should do next to keep players engaged.
The company believes a common operational constraint is managers having hundreds of players to manage in a day with very little time to dedicate to all of them.
The Playa says VIP Intelligence was developed in collaboration with operator VIP managers to reflect how teams actually work.
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