The Playa launches VIP Intelligence platform for iGaming operators
The new AI-powered tool is designed to identify high-value players early and manage them using behavioural profiles.
The Playa has launched VIP Intelligence, a standalone product it calls the first in the iGaming industry built specifically to manage VIP programmes end to end.
The company said the new product was designed to address the gap between the disproportionate share of revenue that VIPs provide and the need for specific tools to manage VIP programmes.
"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," said Viktoriia Grygorenko, CEO at The Playa.
READ MORE: Alberta's iGaming grace period ends with 51 regulated sites now live
READ MORE: Betsson Group launches flagship brand in Belgium, absorbing betFIRST
"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."
Grygorenko said the platform "doesn't replace a manager's judgement. It works like a navigation system, showing who needs attention today and the best route to take."
The platform can detect early behaviours and identify a potential VIP within the first 24 hours of their activity.
It then generates behavioural profiles for VIP managers to tailor their outreach, a tool that a recent company survey found only 21 percent of VIP managers have when a player joins their portfolio.
The product follows the supplier’s recent report, 'The State of VIP Operations', which found VIP operations across the sector were largely reliant on legacy systems like old manual spreadsheets.
That survey of 70 VIP professionals, 64 percent of whom work directly for operators, found none used an AI or automation tool as their main system.
Instead, VIP teams rely on spreadsheets and BI dashboards, and 71 percent work with data spread across disconnected systems.
The report recommended operators streamlined and utilised AI to improve these processes.
The Playa said VIP Intelligence was developed in collaboration with operator VIP managers to reflect how teams actually work.
It covers two core functions: onboarding to identify and develop future VIPs, and account management to keep existing VIPs engaged.
Teams start by setting up their VIP programme in the product, including tiers, thresholds and each manager’s portfolio.
VIP Intelligence addresses challenges by combining early detection, behavioural profiling and prioritisation features in a single workflow for VIP managers.
Additional features include a player health score metric, churn detection and a recommendation engine for what managers should do next to keep players engaged.
The company believes a common operational constraint is managers having hundreds of players to manage in a day with very little time to dedicate to all of them.