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Personalization and The Paradox of Choice

Published

5 years ago

October 15, 2021

Reading Time: 3 minutes

iGaming as a form of eCommerce is still falling behind other eCommerce companies like Amazon, Booking, Netflix, and the like. One example of that is the lack of personalized customer experience. In most brands, returning players get the same generic offering in casinos and sports betting, disregarding their past activities. One example is the quick launch of favorite content. Most websites support this functionality but require the players to mark their favorite slots and sports and markets explicitly. While this DIY approach is valid for a new player, there is no good reason not to implement an implicit technique for returning players. After all, in the digital domain, players leave fingerprints in the form of betting activities that can be collected and analyzed in a much more sophisticated way than just favorite content.

iGaming operators struggle to retrain players in a highly competitive environment where the competing operator is just one click away. It becomes an even more challenging task when in most cases, everyone shares the same content. Personalizing the player experience holds significant potential to increase player loyalty and longevity. The higher the level of service players will get, the higher their potential to stick around.

Take content as an example. Returning casino players may get the same generic games matrix, which holds a huge portfolio of thousands of slots games in most cases. Players cannot possibly digest all of them, not to mention that another 10-20 games are added every week. Similarly, sports betting players are getting the same generic tables of 30+ sports x leagues x thousands of events x hundreds of markets. In his book The Paradox of Choice: Why More is Less, Dr. Barry Schwartz refers to “Choice Overload” and the tendency to get overwhelmed when presented with many options. iGaming operations can follow the Netflix example of personalization to reduce the paradox of choice and offer a more contextual and relevant catalog. It starts right at the very first journey where new Netflix customers are presented with different titles so that Netflix can get a taste of their flavor and input their choices to their recommendation engine.

As a result, Netflix gets a decent starting point with building the very first personalize catalog view. From here onward, Netflix will collect a lot of customer input to personalize the offering further. Netflix has DIY functionalities like “Add to my list” and search. Still, in most cases, the level of service is so high that Netflix customers usually enjoy personalized service in an implicit approach, for example, the “Continue Watching” and “Top picks for you.” The similarity between Netflix and an iGaming operation as a form of eCommerce does exist. In Netflix, there are thousands of titles, yet they use technology better to produce a better-personalized experience. The personalization is not just with content but also with an offering like bonuses; there are cases where returning players who made a 2nd or 3rd deposit are still being offered the welcome bonus that they will not be able to claim. In other cases, the bonus offer does not meet with the player’s activities. For example, a player who bet 10 euro is offered a free spins bonus of a 1 euro bet.

At Delasport, we take a player-centric approach to perfect the user interface and give players maximum service at minimum friction. We have one of the most advanced Sports Betting interfaces in the industry. Our mobile UX allows smooth player navigation and elevates their experience through the many sports events and markets with intelligent categorization, automation, and personalization. We are presenting sports events upon past Player activities and by Geo-Location; for example, the second league sports event will get top UX position for players who live near the participated team. The Player’s minimum and maximum bet size may be adjusted accordingly to the Player’s VIP level and LTV. We have an ongoing goal to create a better product by continuous learning of the Player’s activities. We analyze players’ sessions and betting activities to reveal deep insights into player behavior and offer personalized betting opportunities.

Crash Games

ICONIC21 launches Arrow Chase, a continuous multiplayer multiplier game

Published

22 minutes ago

May 12, 2026

Wladimir P.

iconic21-launches-arrow-chase,-a-continuous-multiplayer-multiplier-game

ICONIC21 has launched Arrow Chase, a new iGaming title the supplier says is designed as a continuous experience rather than a round-based game.

The game is built around an arrow that “endlessly” moves across the screen towards multiplier blocks. ICONIC21 said players choose multiplier blocks to bet on and receive instant payouts when blocks are hit, with the experience running without “rounds, resets” or downtime.

ICONIC21 is also positioning Arrow Chase as a multiplayer product, with all players watching the same on-screen action at the same time. The company said the concept aims to combine timing-driven play associated with crash-style mechanics with a continuous flow.

Edvardas Sadovskis, Chief Product Officer at ICONIC21, said: “Every few years, something comes along that makes the industry stop and reconsider what a game can be. We believe Arrow Chase is one of those moments. We built something with no round, no reset, no interruption, because we believe that is what the next generation of players will come to expect. What comes after it is a conversation we are very much looking forward to having.”

ICONIC21 said Arrow Chase was informed by ongoing discussions with operator partners on player behaviour and demand, and suggested the format could evolve into a new category with naming still to be defined.

The post ICONIC21 launches Arrow Chase, a continuous multiplayer multiplier game appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Betina Todorova Smartico Partnerships Manager

Honoré Gaming and Smartico Join Forces to Drive Player Engagement

Published

22 minutes ago

May 12, 2026

Wladimir P.

honore-gaming-and-smartico-join-forces-to-drive-player-engagement

Honoré Gaming, the trailblazing online sportsbook platform and tech provider, has teamed up with Smartico, a specialist in CRM automation and gamification, to improve its player engagement and retention features.

In preparation for the expanded World Cup, the incorporation of Smartico’s sophisticated CRM solution transforms the Honoré Gaming platform into a holistic entertainment ecosystem, signifying a strategic advancement in its progression toward a more intelligent, automated, and player-focused future.

Smartico’s adaptable features will bolster Honoré Gaming’s broader goal of providing operators with top-tier tools to enhance revenue and improve customer analytics, establishing CRM as a fundamental element of its platform offerings. Intelligent interactions will be a crucial factor for achieving favorable outcomes in Honoré’s main markets in French-speaking Africa and Central America, where comprehending player behavior and providing pertinent interactions are vital for long-term growth.

Emphasizing gamification and automation, Honoré Gaming will implement tailored engagement strategies influenced by local market specifics, while adhering to the key elements that contribute to a platform’s success – from deposits to gameplay, winnings, withdrawals, and return play.

Honoré Gaming CEO, Christophe Casanova said: “Smartico’s CRM solution is a critical pillar in our mission to better serve our operators and end users. Our partners can now implement data-driven customer experiences that increase player LTV ahead of a major World Cup summer. The integration of Smartico’s AI-driven technology represents a pivotal shift in Honoré Gaming’s operational scale, transforming its analytical depth and redefining how the platform communicates and interacts with players.”

Betina Todorova, Smartico Partnerships Manager added: “We believe that the combined strengths of our AI-driven technology and Honoré Gaming’s platform will deliver significant value to operators. Working together across African and Central American markets will benefit local partners and ultimately create more engaging player experiences.”

The post Honoré Gaming and Smartico Join Forces to Drive Player Engagement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

AI

SportVot raises $3.6m to expand sports production platform into Europe, US and West Asia

Published

22 minutes ago

May 12, 2026

Wladimir P.

sportvot-raises-$3.6m-to-expand-sports-production-platform-into-europe,-us-and-west-asia

SportVot has raised $3.6m in a new investment round as it plans to expand across Europe, Australia, the United States, and West Asia. The company said the funding will support international growth and further development of its AI-led production and analytics capabilities.

The round was led by Indian Angel Network’s IAN Alpha Fund, with participation from Anicut Capital, SucSeed Indovation Fund, LVX (LetsVenture), Capital-A, and other global investors.

SportVot positions its platform as a unified workflow covering capture, production, distribution, and monetisation for competitions outside top-tier broadcast ecosystems. The company said its cloud-based setup supports remote production in real time and includes automated highlights, graphics, insights, multi-angle viewing, decision review systems, and virtual advertising.

The company lists customers and partners including Junior Super Kings (Chennai Super Kings’ Junior’s Tournament), All India Football Federation, Rugby India, the International Table Tennis Federation (Oceania) and the International Padel Federation. It said that since launching operations in 2025 in Australia it has worked with organisations including Table Tennis Australia, Table Tennis Queensland, Netball Victoria, the National Pickleball League and KommunityTV.

SportVot said it has delivered over 500,000 matches across its core markets, reaching more than 100 million viewers in 30+ countries. In Australia, it said it streamed 12,000 matches over the past year across 30+ partner organisations.

Tim Anderson, Managing Director, SportVot Australia, said: “Over the past year, we’ve seen strong adoption from sports organisations across Australia looking to scale how their competitions are captured and distributed. The ability to deliver consistent, high-quality production across different sports and formats has been key. This next phase allows us to build further on that momentum, both within Australia and in closer alignment with global markets.”

Sidhhant Agarwal, Founder & CEO, SportVot, said: “What we are seeing globally is not a lack of sport, but a lack of structured systems to capture and distribute it at scale. Our focus has been to build something that can work across geographies, sports, and formats without adding operational complexity. As we expand into new markets, the goal is to enable more competitions to be seen, experienced, and sustained.”

The post SportVot raises $3.6m to expand sports production platform into Europe, US and West Asia appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.