How data science gives Games 24×7 a hyperpersonalized edge

India-based Games24x7, a digital-first company, believes that “the best gaming experiences are created at the intersection of entertainment and science.” With a portfolio spanning skill games (RummyCircle), fantasy sports (My11Circle), and casual games (U Games), the company banks firmly on technology to build a highly scalable gaming infrastructure that serves more than 100 million registered users across platforms.

In a conversation with CIO.com, Games 24×7 CTO Rajat Bansal throws light on the importance of hyperpersonalization in gaming and how the company is manifesting creative ideas for gamers by leveraging cutting-edge technology, including data science and AI.

The success of a game hinges on meeting the players’ needs and expectations. How do you ensure this through technology?

Bansal: We believe that the most important thing is to understand the users as early as possible in their gaming lifecycle. The success of a game depends on two factors: content and the delivery of that content. This is where hyperpersonalization assists in meeting player needs and expectations. The concept of hyperpersonalization is picking up pace across the globe. In a diverse country like India, there are multiple demographic factors, like region, age, and more, that affect users’ preferences and consumption behavior. When this variation is combined with a player’s individual preferences, a totally different level of hyperpersonalization is achieved.

The personalization journey begins from the moment a user enters the game. When players are served offers based on their profiles and preferences, our data science models help us identify their inclinations and preferences. For instance, two players from the same demography may have significantly different skills and so their expectations from the game will be different.

We leverage artificial intelligence, machine learning, and analytics to offer a hyperpersonalized, immersive, and entertaining gameplay experience to our users at every stage of their gaming journey in real-time.