Understanding player behaviour is one of the more complex challenges facing stakeholders in the gaming sector. Claire Fang, Chief Product and Technology Officer, and Andrew Fairbank, Vice President of Sales EMEA at Fullstory, explain more about the process and how the company can help clients deliver a better customer experience.

SBC News: First off, can you outline to our audience what Fullstory is all about and its position in the gaming sector?

Andrew Fairbank, Vice President of Sales EMEA at Fullstory

Andrew Fairbank: Fullstory is a behavioural data platform that empowers businesses to gain a deeper understanding of their users’ digital experiences, helping them answer the crucial “why” behind customer actions.

In other words, Fullstory enables gaming operators and companies to immediately identify friction points, continuously optimise gameplay experiences, and improve user engagement. Fullstory works with the likes of Game lounge, Casumo, Rank Group, GemBet, Kaizen Gaming and much more. In the gaming sector, Fullstory’s analytics are vital in identifying and responding to harmful behaviours.

The platform captures 100% of user interactions across websites and apps, providing operators with a comprehensive view of player behaviour. This allows for real-time identification of at-risk players and timely interventions. Our proactive approach not only helps businesses meet ever-evolving regulatory requirements, but also prevents costly fines, all while protecting their brand reputation.

Claire Fang, Chief Product and Technology Officer at Fullstory

Claire Fang: With regulatory scrutiny in gaming at an all-time high, Fullstory is instrumental in detecting risky behaviours such as gambling addiction or fraudulent activities.

Fullstory’s powerful behavioural insights automatically trigger automated workflows with other integrated systems, like account suspension and player outreach, which traditionally required manual effort, across integrated tools, allowing operators to act swiftly.

Our gambling analytics platform ensures intervention within minutes of spotting risky patterns, safeguarding player well-being while maintaining operational compliance. 

SBCN: The gaming industry, understandably, comes with plenty of challenges. Which are unique to the business and what is Fullstory’s approach to tackling them?

AF: One of the biggest challenges in gaming is effectively identifying and mitigating harmful behaviours. Many operators rely on outdated methods, with manual processes and transactional data, which makes it difficult to detect at-risk players in real-time.

Additionally, the manual effort required for account suspensions or player interventions drains resources, especially as brands scale. Operators often miss key behavioural data points, delaying their response to risky activity.

Fullstory tackles these issues by capturing 100% of user interactions across platforms, providing real-time insights that help operators identify risky behaviour early. Automated alerts–triggered directly by behavioural insights and trends collected by Fullstory–flag trends and potential risks, allowing operators to respond within minutes by suspending accounts or automating outreach. 

CF: Fullstory’s integration with compliance systems ensures gaming companies remain ahead of regulatory requirements, which is critical in a landscape where fines for non-compliance are skyrocketing.

The stakes are high. In 2023 alone, the UK Gambling Commission imposed £40.6m in fines specifically for social responsibility failures. Our platform provides real-time data and automated solutions that minimise the manual effort operators typically need to exert.

Fullstory allows brands to meet regulatory demands while also delivering seamless, safe experiences for players, making it an essential tool for growth in the gaming sector.

SBCN: Tell us more about how you use AI and behavioural data to elevate player experiences.

CF: Fullstory uses AI-powered behavioural analysis to enhance player experiences. By capturing and analysing every interaction across apps and websites, we provide real-time insights that help operators identify and address issues, such as confusing interfaces or performance glitches, which might otherwise disrupt gameplay.

This not only leads to a smoother, more enjoyable experience for players but also helps operators retain users by removing friction points.

AF: Fullstory’s AI also enables operators to deliver personalised interactions, such as tailored offers and content based on a player’s preferences and behaviour.

Additionally, by recognising patterns of risky behaviour early, the platform allows operators to intervene before problems escalate, maintaining player safety while ensuring a positive gaming experience.

This use of AI and behavioural data helps operators balance engagement with responsibility, creating a better overall experience.

SBCN: How does Fullstory help its clients to keep up with the myriad developments and changes in relation to regulation and responsible gaming?

CF: Fullstory provides operators with the real-time visibility they need to stay ahead of regulatory changes and maintain responsible gaming practices. By capturing 100% of player interactions, our platform flags risky behaviours, such as signs of gambling addiction or fraud, as they emerge.

This enables operators to take swift action, often automating responses like account suspension or outreach, which reduces manual workload and ensures compliance with regulatory standards.

Fullstory’s ability to track key risk indicators, such as duration of play, high velocity spend, or use of multiple payment methods, helps operators stay aligned with evolving regulations and avoid penalties, all while fostering a safer gaming environment.

SBCN: What is the biggest opportunity ahead for the betting and gaming sectors and how is Fullstory positioned to make the best of them for its customers?

AF: The biggest opportunity for the betting and gaming sectors lies in the rising demand for more personalised, seamless player experiences that are balanced with responsible gaming practices.

Fullstory is ideally positioned to help operators capitalise on this opportunity by offering deep behavioural insights that allow them to create more tailored, engaging experiences. With Fullstory’s ability to pinpoint friction points and optimise gameplay in real-time, operators can boost player engagement while staying ahead of regulatory challenges.

Our platform not only enhances player satisfaction but also ensures compliance, making Fullstory a key partner in driving both responsible growth and player loyalty in the gaming sector.

 

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