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Machine learning to drive personalisation

KamaGames: Machine learning to drive personalisation

In a year that demonstrated “exceptional” growth, with revenue rising 18.3 per cent from $76.4m to $90.4m, social mobile poker operator KamaGames has switched attention to the year ahead and securing a larger chunk of the global market share.

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SwissCognitiveLauding an increased development spend in both new and existing products, the company also revealed record revenue for the final month of 2019, a figure which has subsequently been surpassed in January 2020. Each month of the past year also recorded rises when compared to the corresponding time period from the previous year.

Among the targets for the year ahead KamaGames reveals that it’s “in the early stages of utilising models,” emphasising that it forms a key area of development for the firm as it strives to heighten player personalisation.

“I think it’s safe to say that, in recent years, the gaming industry has begun to fully realise how important personalisation is, especially as a tool for growth,” Andrey Kuznetsov, CEO, KamaGames , commented on how these moves would lead to a deepened sense of personalisation for players.

“This is particularly true in the case of social casino games and KamaGames’ apps specifically. Effective personalisation features within a game can cause players to behave differently and more positively in terms of session frequency, length and payment behaviour, along with their interaction with other features and events within a game.

“In regard to approaching personalisation with , our goal is to utilise this technology to facilitate the most convenient and efficient user journey for our players. However, we are under no illusions that is full proof and, as a result, we know it will not always work effectively.

“Machine learning cannot solve every issue that could possibly arise. Therefore, as a rule, any task is initially solved through conventional algorithms and then we turn to once we have exhausted other routes.”

“In-game advertising is an alternative method of generating revenue from the high percentage of non-paying players”

Adding: “That said, there are numerous examples of situations where can be legitimately effective such as when we need to garner additional data from a product.

“It’s clear that as user acquisition in social casino becomes increasingly expensive and the cost per user grows further, organisations should begin to explore and its potential benefits. As KamaGames has continued to grow for the last four years, we believe will contribute to how we understand our increasing audience of players.”

“It’s clear that as user acquisition in social casino becomes increasingly expensive and the cost per user grows further, organisations should begin to explore and its potential benefits. As KamaGames has continued to grow for the last four years, we believe will contribute to how we understand our increasing audience of players.”

Providing an insight into its future outlook, KamaGames asserts that a number of strategic partnerships are to be entered during 2020, including one such link-up alongside “an iconic American brand”. The inclusion of advertising is to also be tested, despite an admittance that it “does not provide a particularly strong revenue stream for social casino operators”. […]

 

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