The Playa has introduced an innovative product called VIP Intelligence, claiming it to be a first in the industry designed specifically for comprehensive VIP program management.
This new platform aims to bridge the gap between the significant revenue generated by VIPs and the inadequate tools currently available for managing such programs effectively.
VIP Intelligence tackles these challenges by integrating features for early detection, behavioral profiling, and prioritization into a cohesive workflow tailored for VIP managers.
This launch is a continuation of insights from The Playa's recent report, "The State of VIP Operations," which highlighted the sector's heavy reliance on outdated systems, including manual spreadsheets. The report suggested leveraging AI to enhance these operational processes.
According to Viktoriia Grygorenko, CEO of The Playa, "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. 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."
VIP Intelligence is designed around two primary functions: onboarding new players who have VIP potential and managing existing VIPs to maintain their engagement. It can identify potential VIPs within just 24 hours of their activity, creating behavioral profiles that managers can use to tailor their outreach efforts. A survey conducted by The Playa found that only 21% of VIP managers possess a behavioral profile for a player upon their entry into the portfolio.
The platform also includes features such as a player health score metric, churn detection, and a recommendation engine to guide managers on keeping players actively engaged. The Playa recognizes that a significant operational challenge is the overwhelming number of players that managers must oversee daily, leaving limited time for personalized attention.
VIP Intelligence has been developed in collaboration with VIP managers from various operators to align with the actual working dynamics of their teams.
