Q&A with Lisa O’Mahony, SPEEQO: From Data to Decisions, Enhancing Compliance and Player Satisfaction with AI-Powered Personalisation

In an industry with high stakes and fierce competition, staying ahead requires more than just innovative technology - it demands a deep, data-driven understanding of player behaviour. Beyond enhancing player engagement and long-term loyalty through this approach, as player expectations continue to evolve in an age of heightened regulatory scrutiny, a commitment to responsible gaming is becoming an integral part of this conversation.

Gali’s Guide had the pleasure of sitting down with Lisa O'Mahony , the Co-founder and COO of SPEEQO to discuss how they are at the forefront of this transformation through transcending traditional analytics with the well-being of players at its core.

With over 15 years of key operational and safeguarding experiences from Ireland, Abu Dhabi, and Hong Kong, Lisa is currently based out of Malta where she leads SPEEQO’s operations and business development.

It was fascinating to learn more about SPEEQO's AI-driven platform and the strategic importance of merging data-driven insights with a genuine understanding of player sentiment. This helps operators make informed, timely decisions and enables a proactive approach to long-term player satisfaction. Beyond AI being a buzzword, when implemented thoughtfully, this can bridge the gap between business goals and ethical responsibilities.

As AI and its applications within the industry continue to evolve, it’s clear that these technologies can be harnessed not just to optimise revenue but to create a more empathetic and player-centric approach to gaming.

The following conversation sheds light on the dual role of AI as both a revenue driver and a guardian of player well-being, illustrating how technology can be a force for good in the iGaming industry.

Gali: SPEEQO has recently introduced a data and analytics platform designed specifically for the gaming industry. Can you briefly explain what SPEEQO does and what its core offerings are?

Lisa: At SPEEQO, we have developed an advanced AI that performs in-depth analysis of existing reviews and interactions, and captures real-time voice feedback/interactions. Our AI consolidates and analyses data to offer actionable insights that maximise revenue and optimise lifetime player value.

We place a strong emphasis on responsible gaming, using our AI to capture and interpret emotions and tones in feedback and interactions. This provides operators with a comprehensive view of player sentiments, enabling them to respond to player needs more effectively and foster a safer, more engaging gaming environment.

Gali: Why is it important for gaming operators to consider both historical data and real-time feedback in their decision-making?

Lisa: For gaming operators, leveraging both historical data and real-time feedback is crucial for improving processes, service, and revenue. Historical data provides insights into long-term trends and recurring issues, guiding refinements in products and services. For instance, analysing historical data might reveal that app crashes frequently occur at specific times, prompting a deeper investigation and a targeted fix.

Real-time feedback allows operators to address user complaints immediately. For example, if players report that the app crashes during gameplay, operators can use targeted questions to determine if crashes happen during specific actions or times of day. This enables a quick response to fix the issues, reducing user churn and enhancing satisfaction.

Combining these approaches ensures better decision-making and timely interventions, leading to a more responsive and efficient gaming environment, extending customer lifetimes, increasing user satisfaction, and ultimately boosting revenue.

Gali: Can you provide examples of how real-time targeted feedback has enabled operators to swiftly address emerging issues?

Lisa: Real-time feedback offers immediate insights into player sentiments and behaviours, enabling iGaming operators to react swiftly to emerging issues and enhance the gaming experience. This immediacy is crucial for maintaining high levels of player satisfaction and loyalty. For instance, if players report issues such as app crashes or payment problems, operators can quickly address these concerns.

A significant advantage of real-time feedback is the ability to create dynamic and responsive player interactions. Rather than relying on static surveys or generic feedback forms, operators can segment users based on behaviour, demographics, or other criteria and ask targeted open-ended questions within the game environment.

For example, when a user registers but never deposits money, operators can ask, “What prevented you from making your first deposit?” This helps identify barriers such as a complicated deposit process or trust issues.

Tools like SPEEQO’s AI platforms facilitate this process by allowing players to respond via voice or text. The AI then analyses these interactions in real-time to provide actionable insights, helping operators tailor their strategies precisely, improve player satisfaction, and boost overall engagement.

Gali: How crucial is the role of sentiment analysis in understanding user behaviour and improving their experience?

Lisa: Sentiment analysis plays a pivotal role in understanding user behaviour and enhancing their experience because it goes beyond traditional metrics to capture the emotional nuances of player feedback. By analysing the tone and emotions expressed in both voice and text interactions, sentiment analysis provides a richer understanding of player feelings and motivations.

These deeper insights are essential for operators to truly understand their players. Traditional metrics might indicate what players are doing, but sentiment analysis reveals why they are doing it, offering a comprehensive view of player experiences. This enables operators to identify and address pain points more effectively, and tailor their interactions and interventions more precisely ensuring that players feel heard and valued.

For example, at SPEEQO, our sentiment analysis capabilities aggregate and highlight positive, negative, and neutral feedback, providing operators with a clear picture of overall player mood. This enables them to make informed decisions that enhance the gaming experience, improve customer support strategies, and develop targeted marketing campaigns.

Gali: Given the increasing focus on responsible gaming (RG), how can gaming operators use data and analytics to promote RG?

Lisa: RG is crucial for the sustainability of the iGaming industry, and data and analytics play a vital role in promoting it. AI helps operators track player activity, such as time spent on the account, deposit patterns, and in-game interactions, to identify potential signs of problematic behaviour. Recognising risky patterns, like sudden increases in betting frequency or amounts, allows for early detection and proactive measures.

SPEEQO supports operators by using a multilayered risk assessment to capture and analyse player interactions for signs of distress or problematic behaviour. Our AI interprets real-time feedback, including targeted open-ended questions and voice responses, to assess emotional tones and detect signs of distress, providing valuable insights for timely interventions, allowing for proactive risk assessment at scale. This advanced risk assessment helps operators comply with RG regulations and fosters a safer gaming environment.

AI systems can generate real-time alerts when risky behaviour is detected, allowing operators to intervene promptly and recommend personalised interventions, such as self-exclusion options, deposit limits, and educational resources, ensuring tailored support for each player.

Gali: What strategies can gaming operators employ to balance player protection with the use of AI-driven insights?

Lisa: Balancing player protection with AI-driven insights requires a multifaceted approach. Operators should collaborate with regulators and stakeholders to provide effective player support.

AI can monitor player interactions and behaviours, analysing sentiment to detect patterns of risky behaviour in real-time and providing early warning signals for prompt intervention. Implementing dynamic tools like self-exclusion options and adjustable deposit limits, tailored by AI, empowers players to manage their gambling activities responsibly. Additionally, educating players about RG and the risks of excessive gambling, with personalised content driven by AI, enhances player awareness and safety.

Maintaining rigorous compliance with evolving regulatory standards through AI-enabled monitoring and reporting ensures that operators uphold high standards of player protection. By engaging in ongoing research and development, operators can stay ahead of emerging risks and continuously improve their player protection measures, making use of AI's full potential to support player well-being.

Gali: How would you respond to concerns that AI-driven RG practices might negatively impact revenue for operators?

Lisa: While concerns that AI-driven RG practices could reduce revenue are understandable, evidence suggests these practices actually boost long-term profitability. A study by the UK Gambling Commission found that operators promoting RG enjoy higher customer loyalty and satisfaction. Players who feel safe and valued are more likely to stay engaged, contributing to steady revenue streams.

AI-driven RG practices can identify problematic behaviour early, allowing operators to intervene before issues escalate. This protects vulnerable players and reduces the risk of costly regulatory fines. For instance, operators in the UK have faced fines exceeding ￡30 million in the past three years for RG non-compliance. By proactively managing RG, operators can avoid such financial penalties and reputational damage.

Sustainable gaming environments foster healthier player behaviour, leading to more consistent and prolonged engagement. AI tailors gaming experiences to individual players, enhancing enjoyment while maintaining safe play limits. This balanced approach encourages long-term player retention and higher lifetime value. Moreover, strong RG credentials are increasingly important for entering and thriving in new markets, where regulators prioritise RG. Operators with robust RG practices can access these opportunities, driving further growth.

Gali: How do AI-driven RG practices impact the Customer Support and Operations teams within gaming operators?

Lisa: AI-driven RG practices significantly enhance the efficiency and effectiveness of Customer Support and Operations teams within gaming operators. By automating the monitoring of player behaviour and identifying potential issues early, AI reduces the manual workload on Customer Support teams. This allows support agents to focus on high-priority cases, improving response times and customer satisfaction. For instance, companies using AI in customer support report a 20-30% increase in efficiency and a 25% reduction in handling time.

Operations teams benefit from AI-driven RG through streamlined processes and improved compliance management. Automated systems ensure continuous monitoring and immediate flagging of risky behaviour, reducing the risk of human error and ensuring adherence to regulatory requirements. This not only prevents costly fines but also enhances operational transparency and accountability. Additionally, AI-driven insights help Operations teams optimise resources by focusing on areas that require immediate attention, thereby improving overall efficiency.

Furthermore, AI-driven RG practices foster a collaborative environment between Customer Support and Operations teams by providing real-time data and actionable insights. This integration leads to better decision-making and more proactive management of potential risks, ultimately contributing to a safer and more efficient gaming environment.

Gali: How can technology assist gaming operators in meeting regulatory requirements across different regions?

Lisa: Technology can significantly aid compliance by employing advanced risk assessment and real-time feedback analysis to monitor player interactions for signs of risky behaviour. AI tools can evaluate voice and text data to identify potential issues, enabling operators to adapt to diverse regulatory requirements effectively. Automating compliance monitoring and reporting simplifies adherence to evolving regulations and demonstrates a commitment to RG.?

SPEEQO’s technology, for example, helps operators meet these challenges by continuously monitoring player interactions for signs of risky behaviour, using advanced AI to evaluate voice and text data. This multilayered approach ensures that operators can adapt to various regulatory standards across multiple jurisdictions, maintaining compliance while protecting players. By leveraging AI, operators can streamline compliance processes, reduce administrative burdens, and uphold high standards of player protection.

Gali: What advice would you give to gaming operators looking to integrate AI into their processes for enhancing player experience and compliance?

Lisa: Integrating AI into gaming operations can be transformative, but it requires careful planning and strategic execution.

Here are some key pieces of advice:

Operators should start by clearly defining their goals. Whether it’s enhancing player engagement, improving compliance, or optimising operational efficiency, having clear objectives will guide your AI strategy and ensure focused implementation.

Data quality must be prioritised. High-quality data is the backbone of effective AI. Ensure that your data is accurate, comprehensive, and up-to-date. Investing in robust data management and integration capabilities will enable your AI systems to generate reliable and actionable insights.

Focus on systems that provide actionable insights and support personalised interactions, continuously refining offerings based on AI-driven feedback. Ensure compliance and risk management by selecting AI tools that include advanced risk assessment and compliance monitoring features. These tools should help you meet regulatory requirements effectively while also protecting players from potential harms.

Prioritising these factors will help operators create more engaging, compliant, and efficient gaming experiences, ultimately driving growth and player satisfaction.

This conversation with Lisa O'Mahony of SPEEQO serves as a powerful reminder of the transformative potential that AI holds for the iGaming industry. By embracing an innovative approach that integrates data, real-time and historical feedback, and sentiment analysis with a steadfast commitment to responsible gaming, operators are uniquely positioned to elevate player satisfaction and foster long-term loyalty and trust.

This tailored, safety-focused strategy not only mitigates risks - both internally and within the regulatory landscape - but also establishes operators as frontrunners in player protection, setting a new standard for the industry.

The key lies in moving beyond superficial metrics to fully appreciate the profound impact of harmonising technological advancement with ethical responsibility.

As we look to the future, it becomes clear that AI is not merely a profit-generating tool but a catalyst for meaningful change. By integrating this holistic, data-driven decision-making approach that prioritises player well-being alongside business success, operators can achieve sustainable growth and maintain a competitive edge in today’s demanding market.

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