International edition
September 19, 2020

Interview with Kiran Brahmandam, Founder and CEO at Gaming Analytics

"Our product helps detect player churn up to 400% faster than the traditional methods"

"Can we use machine learning and AI to help predict player behavior? Can casino operators react to changing player behavior and optimize their marketing dollars? The answer is yes to both questions," says Kiran Brahmandam (left center).
United States | 11/13/2019

Following an "amazing" G2E, for the first time with Gaming Analytics' own booth, the executive tells Yogonet that recommendations for slot floor optimizations create new opportunities for the slots side, while player behavior predictions enable the marketing team to improve player retention and optimize their marketing dollars. He says the company is growing fast in the US, with customers in Northern and Southern California, and is expanding to other markets.

H

ow would you summarize the participation of Gaming Analytics in this year's edition of G2E? Did the fair meet your expectations? Was there anything different from the previous editions?

We had an amazing G2E! This was our first year at G2E with our own booth. As a fast-growing startup, we were thrilled to see such a positive response to our product. It was gratifying to hear so many conference attendees rave about our unique approach to data analytics and value it will add to their casino operations. We are excited to have the opportunity to form new partnerships that will transform the way data analytics is done in the industry.

How customers reacted to the presentation of the latest technology in artificial intelligence for gaming?

As you know, AI has the potential to transform businesses in a positive way, but it can also be very complicated. There are many companies that provide a generic AI platform, but these often fail to address the unique needs of casino operations teams. Casino operators are looking to solve business problems with data analytics without having to hire highly-paid tech professionals. Conference attendees were impressed by our purpose-built AI product for the gaming industry. They liked how easy it is to use, with a natural language processing-based design which can answer questions in a matter of seconds. Recommendations for slot floor optimizations create new opportunities for the slots side, while player behavior predictions enable the marketing team to improve player retention and optimize their marketing dollars. More importantly, they like the fact that our company comes with a partnership mindset, which helps us solve critical business problems by working closely with customers.

Could you detail your current presence in the United States and your future plans in the country?

We started providing our product in Latin America, and now are growing fast in the United States. We have customers in Northern and Southern California and are expanding to other markets. We offer on-premise and hosted options for your data, and installation is quick and easy. We offer flexible contracts so customers can try our solution with minimal investment. This flexibility has allowed us to expand quickly in our two years of business at the national and international level. We are expanding our sales team in the US so that we can reach more prospective customers, but we remain committed to keeping regular communication with our loyal customers so that we can address their changing needs as they arise.

What is the company's performance in the rest of the Latin American countries?

As I mentioned, our first customer was from Latin America (Trilenium Casino in Argentina) so we have a special connection with the region. Our company is thankful for our partners in Latin America, who took a chance on us a couple of years ago and helped us get to where we are today. We have presence in multiple countries in Latin America and are growing in Mexico. We recently signed a large enterprise customer in Mexico that we are super excited to partner with to enhance the product to the growing needs of the region. We have dedicated Sales and Support in LatAm with Gabriela Elena heading that division. With more than 18 years of experience advising clients in the gaming industry, Gabriela is responsible for our success in expanding in this region. And as you know, our product works well with Spanish speaking users — our entire UI including natural language processing supports the Spanish language. We are excited about what the future holds for us in LatAm region.

You participated as a speaker at ‘Practical Applications of Artificial Intelligence and Machine Learning for the Casino Gaming Industry: Customer Retention Made Easy with AI / ML.’ What could you tell us about it?

Well, players are the life and blood of a casino’s success. My session was about sharing proven insights and techniques on player retention and how it can have a significant impact on profitability. I focused on questions like —Can we use machine learning and AI to help predict player behavior? Can casino operators react to changing player behavior and optimize their marketing dollars? The answer is yes to both questions, and we have proven that our product helps detect player churn up to 400% faster than the traditional methods. Our AI helps customers realize hundreds of thousands of additional dollars to their bottom line. It was a great session. Many attendees were intrigued by our approach to player retention and stopped by at our booth for in-depth conversations. 

What are the company's plans for the coming months?

As always, our priority is to continue to add value for our current customers. Our customers are our partners, so their success is our success. The next 12 months are going to be a very exciting phase in the growth of our startup. We have a few large customers to take live in the coming months, and we have significant growth plans in LatAm and the United States. We plan to invest in additional engineering resources in LatAm to support that market. We recently hired Aubree Racca as our business development manager to grow the business in the US, and she is doing a fantastic job conveying our value proposition to the American market. From a product functionality standpoint, we will be introducing new capabilities on the player performance side which will be built on the pillars of acquisition, maximization and retention. Casino operators will be able to achieve their business objectives based on these phases and track their improvement. The future is bright, and I believe we are well positioned to achieve our vision of making data analytics easy, actionable and affordable for casino operators.

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