The Playa has introduced its newest product, VIP Intelligence, which is touted as a pioneering solution in the industry designed specifically for comprehensive VIP programme management. This standalone platform seeks to bridge the gap between the significant revenue contribution from VIPs and the inadequate tools currently available for managing such programmes.
With VIP Intelligence, The Playa aims to enhance VIP management through features that combine early detection, behavioural profiling, and prioritisation in a cohesive workflow tailored for VIP managers. This launch follows the company's recent publication, "The State of VIP Operations," which highlighted the heavy reliance on outdated systems, such as manual spreadsheets, in managing VIP operations. The report advocated for operators to streamline processes and adopt AI technologies for improvement.
“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. She emphasized that VIP Intelligence is designed to prevent this loss by identifying potential VIPs from the outset, tracking those that might be losing engagement, and providing actionable steps for outreach. “The platform works like a navigation system, showing who needs attention today and the best route to take.”
VIP Intelligence focuses on two primary functions: onboarding and account management. The platform can recognize behaviour indicative of a potential VIP within just 24 hours of their interaction. Moreover, it creates detailed behavioural profiles that allow VIP managers to customize their outreach strategies. The Playa's own survey revealed that a mere 21% of VIP managers currently utilize behavioural profiles when onboarding new players.
Other key features of VIP Intelligence include a player health score metric, churn detection analytics, and a recommended action engine to help maintain player engagement. The Playa recognizes that VIP managers often juggle hundreds of players daily, leaving little time for personalized attention. The development of VIP Intelligence included collaboration with operator VIP managers to ensure the platform reflects real-world operational needs.
