ORYX Gaming, part of Toronto-based Bragg Gaming Group, has launched a new data analytics platform that can be used as a module integrated into third-party player account management systems or as an addition to its own igaming platform.  

The platform facilitates real-time collection and analysis of data from internal as well as third-party systems, enabling operators to gain a deeper understanding of its customers and effectively segment, target and engage them by triggering activities based on behavior and preferences.   

Real-time data is collected and processed from the ORYX iGaming Platform, ORYX Hub, and the ORYX Sportsbook as well as from third-party transactional systems, management systems, content providers, service providers, products and websites.

Included is an analytical sandbox tool, which enables operators to deep dive into the data and develop advanced player segmentation, loyalty schemes and recommendations, all driven by machine learning algorithms. 

The Data Analytics Platform is the foundation of the yet-to-be-launched ORYX Player Engagement Platform and will offer features such as targeted promotions, multi-channel campaign management, as well as real-time event management and a system for direct player engagement. 

Managing Director Matevz Mazij explained: “Having a scalable data analytics platform which governs highly granular data is the cornerstone for an enhanced game play experience. 

“The ORYX Data Analytics Platform takes gaming operations to the next level as it enables a deep understanding of players and allows operators to engage them in real-time and maximize the player value.”