Jamaica Gleaner / Gaming company Supreme Ventures Limited (SVL) will soon start collecting data from its nearly 300,000 customers.
“We are currently developing our own business intelligence solution … to understand our customers in all our gaming segments,” said SVL President and Chief Executive Officer Ann-Dawn Young Sang at the Mayberry Investors Forum on Wednesday.
The company is currently in the process of testing its mobile betting app – a test confined to its Justbet sport product. The company also operates a portfolio of lottery games, including Cash Pot and Lotto, operates video lottery terminals, and recently expanded into horse racing through the acquisition of Caymanas Park.
As to the data to be amassed on customers, Young Sang said the idea is to observe the trends of players rather than prompt them to spend additional amounts.
The company already has an indication of the average monthly spend per customer based on dividing its record $56 billion in annual revenues it made last year. But the figure offers no insight into individual customer habits. That’s because most customers buy tickets at outlets and stores using cash, without the requirement to disclose their names and other personal details, unless claiming prizes.
“You have to create an organisation that is nimble and responsive to what your market indicates. We are implementing an analytics unit that will focus on business intelligence. We will be increasing our knowledge and understanding of our customers, and market segmentation. That is the way to go; to implement key business indicators and trackers,” Young Sang said.
Digital transformation would allow Supreme Ventures to take advantage of the changing landscape and demographic, she reasoned in her address, adding that the company has already commenced the automation of internal processes and systems.