The Playa has introduced a new product called VIP Intelligence, highlighting it as a first in the industry designed to oversee VIP programs comprehensively. This platform aims to bridge the gap between the significant revenue generated by VIPs and the existing tools needed to manage their programs effectively.
VIP Intelligence seeks to tackle the challenges in VIP management by integrating features for early detection, behavioral profiling, and prioritization into a unified workflow tailored for VIP managers.
The launch follows The Playa's recent analysis, 'The State of VIP Operations,' which revealed that many VIP operations depend on outdated systems, including manual spreadsheets. The report suggested that operators could enhance their processes by adopting AI technologies.
"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," stated Viktoriia Grygorenko, CEO of The Playa. "VIP Intelligence is built to prevent that. It highlights which players possess VIP potential right from the start, indicates which VIPs may be losing interest, and offers guidance on the next steps. This platform complements a manager's judgment, acting as a navigation tool that directs attention to players who need it most and provides the best course of action."
VIP Intelligence focuses on two main functions: onboarding new players and managing existing VIP relationships. The platform can identify potential VIPs within their first day of activity and generates behavioral profiles for VIP managers, enhancing their outreach strategies. Interestingly, a recent survey indicated that only 21% of VIP managers utilize a behavioral profile when integrating a new player into their roster.
Additional functionality includes a player health score, indicators of churn, and suggestions on actions for maintaining player engagement. The Playa recognizes that VIP managers often handle hundreds of players daily with limited time for personalized management.
Developed in close collaboration with operator VIP managers, VIP Intelligence reflects the reality of team operations, ensuring it meets the practical needs of those managing VIP accounts.
