After showcasing GamePark at SBC Lisbon last week, we caught up with Head of Client Success Cecilia Lucas to discuss AI, data, and what makes the GamePark recommender engine unique.

First, please give us a little background about yourself

I’m Cecilia Lucas and have spent over a decade in the iGaming industry. I currently lead the Client Success team here at GamePark. My background is rooted in account management, operations, and customer experience, with a strong focus on retention and growth.

Before joining GamePark, I held senior roles in customer success, business development, and management at several international companies.

My focus at GamePark is building long-term partnerships with our clients, ensuring they not only succeed, but grow and thrive in an increasingly competitive space. My role is all about making sure our partners see real, measurable value from our solutions. Ultimately, we succeed when our clients do – and that belief is at the core of everything we do.

GamePark launched earlier this year – tell us a little more about the product

GamePark is a recommender engine that offers personalized game recommendations. By analyzing player activity and betting history, we connect the right games with the right players in the lobby and across all marketing touchpoints. This improves engagement and the overall customer experience, while also taking into account the casino’s KPIs and bottom line.

How does GamePark use data and AI in its recommender engine?

Data and AI are integral to GamePark. By leveraging AI and analytics, GamePark provides tailored experiences to each individual customer. This personalization enhances the customer experience by keeping them engaged with optimized, targeted content. AI can also be used to reduce churn as it spots lapsed players and messages them with specific recommendations, boosting re-engagement.

The AI continuously analyzes the performance of the recommendations too. This creates a feedback loop that allows the AI to evolve, becoming better at recommending the games that are optimal for both player and operator. AI does all this instantly and with no manual input, accelerating delivery times and reducing costs.

GamePark is a BetForge brand. What is BetForge and how does GamePark sit within it?

BetForge is an iGaming incubator and commercial gateway. It acts as an umbrella for our various data-first brands, allowing them to evolve from ideation to market. By working closely with trusted partners, BetForge allows us to develop products like GamePark. Once finessed, they are then scaled through direct selling or embedded into partner platforms. The beauty of BetForge is everything is vendor-agnostic and modular, so you only pay for the services you need.

What does GamePark offer operators and how does it differ from its rivals?

GamePark gives operators a way to manage and measure personalized game recommendations across all their brands in one place. It also allows operators to optimize their marketing by ensuring individual players are offered the most relevant content.

What sets GamePark apart is its flexibility. Most products on the market today are quite fixed – for example, they only recommend trending games and assume all players are interested.

GamePark is different. With GamePark, you can choose a range of metrics including ‘Because you played’, ‘Similar players liked’, ‘Exclusive VIP picks’, and options based on demographics such as territory, age, or gender. You can also tailor recommendations based on time spent or money deposited on specific types of game. Turnover, clicks, views, and revenue can all be factored in too.

With our A/B testing, you can test these recommender engines against a control group. This allows you to refine your approach, for example by pinning games, excluding games, or boosting specific game providers. All this can be done with the aim of maximizing engagement and profitability while also looking after your KPIs and bottom line.

This last point is key. Our rivals usually focus only on player experience, but our starting point was different: can we build something that not only improves player satisfaction but also aligns with the business goals of the casino. Player experience is important, but if it does not translate into positive financial impact for the operator, then it is only half the picture.

What’s next for GamePark?

We want to move from being just a game recommender to becoming a full-scale recommendation platform. Placement is one example. If a player prefers live dealer games, we want to make sure those titles appear in the part of the website where they will get the most traffic.

In a sentence, why should clients check out GamePark? 

GamePark is the only platform that balances individual player experience with the specific business goals and KPIs of the casino.