The Playa has introduced its new product, VIP Intelligence, claiming it to be a first in the industry aimed at managing VIP programs comprehensively.
This initiative seeks to fill a critical gap by addressing the imbalance between the substantial revenue generated by VIPs and the lack of effective tools designed for VIP management.
VIP Intelligence aims to tackle these issues by integrating early detection, behavioral profiling, and prioritization into a singular workflow for VIP managers.
The launch follows insights from The Playa's recent report, 'The State of VIP Operations,' which revealed that many VIP operations currently depend on outdated systems, including manual spreadsheets. The report advised that operators should streamline their processes and harness artificial intelligence for better efficiency.
"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," remarked Viktoriia Grygorenko, CEO at The Playa. "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 focuses on two primary areas: onboarding—where it helps identify and cultivate future VIPs—and account management, which keeps current VIPs engaged. Notably, it can detect behaviors indicative of a potential VIP within just 24 hours of their activity.
Following this identification, it generates behavioral profiles to assist managers in customizing their outreach strategies. A recent survey highlighted that merely 21% of VIP managers possess a behavioral profile when a player enters their portfolio.
Additional functionalities include a player health score, churn detection capabilities, and a recommendation engine that suggests actions for managers to maintain player engagement.
The Playa recognizes a common challenge for managers is handling potentially hundreds of players daily, often with limited time for dedicated attention.
Developed in consultation with operator VIP managers, VIP Intelligence reflects the actual working dynamics of these teams.
