Geolocation As An Analytics Tool
The primary reason why US iGaming operators will use geolocation services is because regulators will require it. Put simply, they will not want to risk breaking the law and having their gaming license revoked.
Yet, geolocation solutions will offer operators other benefits. Since the advent of SEO (search engine optimization), company websites have been using many different analytics software programs, not only too help increase where they rank in search engine results, but also to better understand their customers’ habits. The most popular analytics program is undoubtedly Google Analytics; it can tell companies on which days of the week their website gets the most hits, as well as the time of day those hits occurred.
This type of information is quite useful as it helps companies understand the best time to reach out to their customers and when to launch sales promotions. For instance, a website that gets 50% of its traffic on Tuesdays and Wednesdays stands to make the most money from a sales promotion if it’s held on those days.
Geolocation tools can help operators by supplying much of the same type of information by logging when a player accessed a service and from where they accessed it. While knowing when a service is accessed is ‘old hat’, knowing from where is not. Operators my find that customers do not spend much of their time playing from the address registered with their account, but instead find that players choose to play from work or a myriad of coffee shops throughout town.
Different locations might coincide with different player habits, such as the games they choose to play. Knowing information like this could help operators better target promotions to players. Moreover, such information could help operators identify problem gamblers who spend an unhealthy amount of time gambling from commercial areas. Underage gamblers could also be identified if they were found to be gambling from school grounds or other youth-centered facilities.
Ultimately, geolocation services could be another tool in the box to help operators better understand their customers, and thus adapt to meet their needs.