The Player Behind the Customer: from Engagement to Psychology

In an era in which operators are grappling with the challenge of personalising the customer journey for long term retention, might the key to successful retention lie in understanding ‘the player’ deeper than what their data says? More than just the possibility of financial reward, gambling behaviour represents a complex interplay between risk & reward anticipation, the risk-incentivising ‘near-miss’ effect, and illusive control and escapism. The question remains, how do these cognitive needs stimulate gambling behaviour, and how can operators incorporate the intentional paradox into the customer journey?