The Playa launches VIP Intelligence platform for iGaming operators
The standalone AI product identifies high-value players within 24 hours and flags those at risk of leaving.
The Playa, a provider of AI-powered personalisation solutions, has launched a standalone product called VIP Intelligence designed to manage VIP programmes for iGaming operators. The company says it is the first such product built specifically for this task, addressing a gap between the revenue VIPs generate and the tools available to manage them. The platform combines early detection, behavioural profiling and prioritisation features into a single workflow for VIP managers. It was developed in collaboration with operator VIP managers to reflect how teams actually work.
"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. "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 works like a navigation system, showing managers who needs attention and the best route to take. The product follows a recent report from The Playa titled The State of VIP Operations, which found VIP operations across the sector were largely reliant on legacy systems like manual spreadsheets. The survey of 70 VIP professionals found that 71 per cent worked with data spread across disconnected systems and none used an AI or automation tool as their main system. The report recommended operators streamline and utilise AI to improve these processes.
VIP Intelligence covers two core functions: onboarding to identify and develop future VIPs, and account management to keep existing VIPs engaged. The platform can detect early behaviours and identify a potential VIP within the first 24 hours of their activity. From there, it generates behavioural profiles for managers to tailor their outreach. The company's recent survey found only 21 per cent of VIP managers have a behavioural profile when a player joins their portfolio. 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 Playa says a common constraint is managers having hundreds of players to manage in a day with very little time to dedicate to all of them. The new product is positioned as a tool to help address that operational challenge.