The Playa has introduced VIP Intelligence, a pioneering platform designed specifically for comprehensive VIP program management. This innovative product aims to bridge the gap between the substantial revenue generated by VIPs and the need for specialized tools to manage their programs effectively.
VIP Intelligence seeks to tackle the challenges of VIP management by integrating early detection of potential VIPs, behavioral profiling, and prioritization features into a single workflow tailored for VIP managers.
The launch follows The Playa's recent report, "The State of VIP Operations," which highlighted a heavy reliance on outdated systems, such as manual spreadsheets, within the industry. The report advocated for operators to optimize their operations using artificial intelligence.
“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,” Viktoriia Grygorenko, CEO at The Playa, remarked. She added, “VIP Intelligence is built to prevent that. It identifies players with VIP potential from day one, signals when VIPs start to wane in engagement, and guides managers on the next steps to take. The platform serves as a navigation tool, highlighting who needs immediate attention and the optimal route to maintain engagement.”
VIP Intelligence focuses on two main functions: onboarding new VIPs and managing existing relationships. It can identify promising VIP candidates within their first 24 hours of activity, after which it generates behavioral profiles for managers to personalize their outreach efforts. A recent survey indicated that only 21% of VIP managers have a behavioral profile when integrating a new player into their portfolio.
Additional functionalities of the platform include a player health score, churn detection, and a recommendation engine that suggests actions for managers to take to keep players engaged. The Playa acknowledges the common operational challenge that VIP managers face: overseeing hundreds of players daily with limited time for individual attention.
Developed in collaboration with operator VIP managers, VIP Intelligence reflects the practical needs of teams engaged in day-to-day VIP management.
