iGaming Industry Needs Data Analytics

Today’s iGaming industry is no longer limited to primitive game simulators. It is a high-tech sector based on data and behavioral analytics, as well as everything that helps retain an audience. At first glance, it appears simple and automated. However, the reality is different—behind the game lies the work of a team of engineers and product developers, with the most critical link in this team being the data analysts and thats why the igaming industry needs data analytics

Unlike classic game development platforms, which are part of the iGaming segment, gaming platforms are constantly being updated. Users interact with the product multiple times a day, daily, and these interactions are brief. They perform many actions, and each of these actions leaves its digital footprint. These footprints are used to build accurate behavioral models. A data analyst in the iGaming segment has a much broader profile than just a reporting specialist. In essence, they shape the logic of the product and act as a strategist.

For example, if a new game mechanic is introduced, it is essential to understand how quickly users become involved and at what stage they drop off. It is also necessary to know which part of the game process causes difficulties for players. If the game has short sessions and a fast pace, such observations become particularly important, as they determine the most important thing—the user experience. So-called crash games are an excellent environment for testing, where hundreds of options are tested, from progress visualization to displaying other players’ scores. All of this falls within the scope of an analyst’s responsibilities.

For example, consider a real-life case from India. After new animations were introduced into the interface of the multi-platform game Aviatrix, featured at aviatrix.com.in, analysts recorded a 6.3% increase in the average duration of a game round. A more in-depth analysis was conducted, which yielded interesting data. These changes had the most significant impact on players who previously left the session quickly, i.e., those with low engagement.

The iGaming analyst’s arsenal necessarily includes segmentation, which is one of their most essential tools. Users are grouped not only by geography and time of activity, but also by transaction history, their response to bonus offers, and more. These segments become the basis for dynamic campaigns. Some users see training scenarios, others receive offers for early access to new modes, and so on.

In today’s environment, the profession of iGaming analyst requires cross-functional expertise — this profession is at the intersection of several areas, including data science, business analysis, UX, and even psychology. Working for leading companies requires meeting a whole range of requirements, from the ability to build SQL queries of any complexity to confident Python skills. Jobs that require machine learning skills are becoming increasingly common among analysts. The largest platforms are also implementing real-time analytics, which are systems that use streaming data as the basis for decision-making. This approach is particularly relevant in games that involve live communication between players. Analysts don’t just record facts — they work on the response logic system and many other things at the feature design stage.

It is not surprising that an increasing number of young people want to start their careers as analysts and work with gaming products. This allows them to quickly integrate into the technological environment and learn how to work with live metrics, while also gaining practical insight into how user behavior works. Gaming platforms are an excellent environment for the development of any analyst.