Andrii Dobrovolskyii on Cosmobet development and brand value
Outdated marketing methods not only lose effectiveness but also actively diminish brand value in the eyes of the modern player.
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The era of mass mailings and one-size-fits-all promotions in the iGaming industry is coming to an end. In response to information overload, the market has arrived at a new solution—namely, a shift toward personalized and contextual promotion. This view is shared by Andrii Dobrovolskyi Cosmobet beneficiary and a gaming market expert with many years of experience. Outdated marketing methods not only lose effectiveness but also actively diminish brand value in the eyes of the modern player. AI enables brands to engage players precisely when they are “ready” and with content that matches their current preferences.
The Strengths of AI
AI modules are capable of collecting and analyzing hundreds of real-time signals about player behavior: session duration, changes in betting risk, and deposit frequency. This makes it possible to identify player intent and gameplay context—something traditional CRM systems cannot achieve. For example, AI understands that a player who has just experienced a loss does not need an offer encouraging higher stakes.
Using Cosmobet as an example, Andrii Dobrovolskyi highlights the key principles of personalization:
- The offer aligns with the player’s current state and interests
- Individualized approach instead of mass templates
- Avoidance of offers that could trigger risky behavior
- Messages delivered through the player’s preferred channel at the optimal time
- Offering functionality before the customer starts looking for it
Thanks to machine learning, operators can move away from broad segments (“VIP,” “Newcomer”) toward dynamic micro-segments—and even personalized scenarios for each user. The result is not just “games similar to what you’ve played,” but the specific slot that matches the player’s current mood.
The “Lowest Common Denominator” Problem
Mass campaigns offering the same bonus or new slot to all customers are blind to individual needs. They ignore key differences: some players prefer live games, while others focus on slots. Such irrelevant communication quickly causes irritation and leads to messages being ignored.
When a brand regularly sends spam, its perception in the customer’s eyes deteriorates. Players begin to associate the company with intrusiveness and a lack of respect for their time. This results in high unsubscribe rates and, ultimately, loss of loyalty and migration to competitors.
Andrii Dobrovolskyi concludes that despite the low cost of sending a single mass message, the overall effectiveness of such actions is poor. The result is minimal conversion and high churn, leading to inefficient use of the marketing budget. |
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