How emerging technologies influence the customer relationship experience within the local iGaming sector

Abstract

This research seeks to explore how emerging technologies influence the customer relationship experience within the local iGaming sector. In doing so, this study aims to understand the ways emerging technologies are being exploited in the foreign iGaming industry, how they can be applied within the local context and the benefits and/or risks that can emerge from such an implementation. Other aims include how these advancements should be implemented and in what areas within the business processes. Additionally, the effect of these technologies on customer attraction and retention will also be explored and investigated. This study also attempts to gather and comprehend the perspectives and insights of the selected participants on how these technologies are influencing the consumer relationship experience in iGaming. To achieve the desired objectives, a qualitative approach was deemed appropriate to gather primary data. A sample of seven participants, all in a managerial role representing some of the leading iGaming companies registered in Malta, have participated in this study through an in-depth interviews. The results obtained were presented, analysed and eventually discussed. The findings, highlighted that the prevailing technologies are in fact, data analytics, Artificial Intelligence, Business Intelligence, Big Data and Virtual/Augmented Reality, all of which, are being used to improve the product as well as the service the company offers. Additionally, this study showed that all of the participants were in favour of using these technologies in every aspect of their company given the right time-frame, resources and proven to be feasible.