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“Silent churn” was prevalent, with nearly half (46%) stating that VIP players often or very often became inactive without prior warning. Around 48% had no indicators of players’ behavioural signals or health. Co-author Viktoriia Grygorenko, CEO at The Playa, called this finding the “clearest commercial case in the report”.
“Every other finding – portfolio overload, fragmented data, reactive workflow, no behavioural signal – resolves here, in revenue that walks out without notice, without warning and without anyone getting the chance to intervene.”
There was also strong interest in prioritisation tools, with 75% placing high value (8/10 or above) on daily prioritised action guidance for each player.
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The New Zealand Department of Internal Affairs (DIA) has recovered NZ$11.5 million (US$6.6 million) in an investigation into compliance across the pokies sector.
The regulator of gambling in New Zealand announced on Friday that the funds returned by operators will be directed towards community organisations.
Under Section 106 of New Zealand’s Gambling Act 2003, a class 4 licence holder, also known as a “corporate society” by the regulator, “must apply or distribute the net proceeds from class 4 gambling only to or for an authorised purpose specified in the corporate society’s licence”.
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He nevertheless believes recruitment is still the bigger challenge over retention.
“The gaming industry operates in a highly competitive talent market, particularly for digital, technology, data, AI and product roles,” he says.
Skinner also says perceptions of the industry can hinder recruitment.