TAB Offers: Enhancing User Engagement through AI-Driven Personalization
TAB, Australia’s largest gambling company, sought to differentiate itself in a competitive betting market by creating a more engaging and personalized experience for its users. Our goal was to leverage AI-driven personalization to transform the betting experience, making it more interactive and rewarding.
Melbourne, Victoria
Visit Tabcorp.com.au
Entertainment Providers
$1.61 Billion USD (2024)
1,001-5,000 employees
Problem Statement
In the Australian betting landscape, TAB faced challenges in retaining users and standing out from competitors. Users craved a more immersive experience that made them feel valued and recognized. TAB’s existing manual allocation of offers, such as “miss by one leg” promotions, was limited to high-value clients. Our challenge was to design an AI-powered system that could personalize these offers for all users, enhancing their betting experience and increasing loyalty.
Process/Methodology
To tackle this challenge, we employed a user-centric approach:
Discovery Phase: We mapped out user journeys to ensure seamless interactions and identified opportunities for personalization. Drawing inspiration from RPG (Role-Playing Game) research, we explored best practices for incentivization, such as using rewards, challenges, and progress tracking to motivate users. We also conducted extensive research on game mechanics that enhance engagement, including leaderboards, badges, and customizable avatars, to understand how these elements could be applied to the betting experience.
Design Phase: We developed a clear information architecture for the Token Hub, making complex betting scenarios straightforward. High-fidelity prototypes in Figma allowed for real-time feedback and iteration.
Implementation: We introduced an AI-driven allocation model that analyzed user betting patterns to provide tailored offers. For instance, users who frequently bet on horse racing would receive offers specifically designed for racing, while those who bet on basketball would receive NBA-focused offers.
AI-Driven Personalization
Our AI system was designed to understand user preferences and allocate offers accordingly. This approach allowed TAB to:
Automate Offer Allocation: Move from manual allocation to an automated system that could handle a large volume of users.
Enhance User Experience: Provide users with offers that were relevant to their betting habits, increasing engagement and loyalty.
Increase Efficiency: Reduce the operational burden of manually managing offers for high-value clients.
Innovative Features
We developed several innovative features to enhance user engagement and personalize the betting experience:
Venue-Specific Tokens
We transformed TAB’s physical venues into dynamic reward hubs using geolocation technology. Entering a venue would increase token value, fostering a sense of community among patrons.
Customizable Offer Packs
Users could choose from various offer packs tailored to their betting preferences, providing a truly personalized experience.
Gamification Elements
We introduced dynamic elements like “Boosting” and “Shielding” tokens, complete with engaging animations, to make the betting experience more interactive.
Results/Outcomes
Our design strategy for TAB Offers resulted in a more engaging and personalized betting experience for thousands of users across Australia. Key outcomes include:
Enhanced User Engagement: The AI-driven system encouraged users to interact more with the platform, as they received offers tailored to their interests.
Increased Personalization: Users felt valued through targeted offers and rewards.
Competitive Advantage: TAB differentiated itself in a crowded market by leveraging AI-driven personalization and its unique venue network.
Takeaway
By integrating AI-driven personalization into the betting experience, we helped TAB create a more immersive and rewarding environment for its users. This approach not only addressed existing challenges but also positioned TAB for future success in the competitive Australian betting market.
