iGaming Operators Must Prioritize Real-Time Behavioral Data to Cut Friction and Churn, G2E Panelists Say

Industry executives told iGaming operators at the Global Gaming Expo that viewing platforms through the customer’s lens drives retention and value.

Brad Jaehn, senior consultant at SEI, said operators should focus on the things that matter most to their customer. Those elements keep customers the stickiest, most retained, and most valuable.

Stuart Nelson, client services director and co-founder of LeanConvert, described the data available to online operators as an underused gold mine. Customers hold power to switch providers, so differentiation matters.

Real-Time Data Applications

Jaehn explained that AI can deliver prompt analysis of hours-long sessions, highlighting friction points. Industry knowledge is required to interpret signals correctly. A rage click in a slot game or carousel may signal frustration rather than disinterest.

Nelson said high-value players frustrate easily. Real-time data lets operators act before they leave. One client rejects online deposits above a threshold but completes larger ones by phone. Immediate notifications allow staff to call and finish the transaction.

“This kind of behavior is not pie-in-the sky thinking,” Nelson said. “This is our ability to react really quickly in unconventional circumstances. It’s about joining the systems together and making sure they all work in harmony.”

The same logic applies to responsible gambling. Triggers must reach operators in time to intervene in irresponsible behaviors.

Implementation Priorities

Nelson recommended that operators first define the precise problem and KPI before choosing from available tools. Responsiveness must target what the customer does right now, in the last couple of seconds.

Jaehn called AI adoption a Spider-Man moment. With great power comes great responsibility. Operators should act as conscious skeptics and start with actions that create value by reducing the cost of friction.

Some operators now de-emphasize VIP treatment to build a more stable base. The goal is even revenue distribution instead of reliance on roughly 1,000 players.

Jaehn predicted traditional segmentation by total bets will give way to temporal behavioral segmentation. Player personas change over time. A small cohort remains unbelievably valuable and requires strong focus.

As reported by CDC Gaming, the panel titled “Beyond the Click: Using Behavioral Data to Grow Player Value, Reduce Risk, and Stay Compliant” stressed practical steps over technology for its own sake.

Reporting: CDC Gaming

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