Game Payment: Know Your Player

September 2022

Cashless payment provider Game Payment Technology (GPT) explains how retailers and operators are discovering the benefits of harnessing player data collected by the Game Payment app.

In August alone, GPT serviced 24.5 million API requests. Data collected through these requests can then be accessed by operators and retailers in their QuickSight dashboard. This could be anonymised information on player spend, age segments or behavioural patterns such as the times of day players play machines.

GPT can show each operator or retailer the average monthly spend of their players across different machine types. We can then delve deeper into the data to see how the spend varies between different age segments.

In the chart displayed here on the left we can see that roughly half of all machine play comes from 18–30-year-olds. Perhaps not surprising, however, when we look at the amount deposited in the chart on the right, it’s the 30-39-year-olds that are spending more.

Retailers and operators can view this data exclusively for their players, which helps them to gain an insight into their players. Instead of relying on gut feelings, they can use data to access true and up-to-date information about player demographics and behaviour.

One example of an operator who utilises this data is Spin2Win Ltd. Managing director, Paul Smith, explains: “The player analysis is a handy tool that helps us to analyse the types of players who are using Game Payment. Our initial thoughts were that Game Payment would be most popular with those in the 18-30 bracket due to demographic trends. However, the player analysis tool has shown us that there is also a significant interest from other ages brackets too. This has meant we have installed the cashless solution on some sites much sooner than anticipated to great success.”

Player analysis is just one of the many added value features of the Game Payment cashless solution. When you know your players, you are better able meet your players’ needs, improve loyalty, and ultimately grow the lifetime value of each customer through increased engagement.