The Importance of Tracking for Your Live Casino

As the owner of a live casino, understanding your players and how they are responding to your games and services is absolutely crucial. Doing so effectively can allow you to further tailor and optimise your platform, ensuring you are providing the very best possible player experience.

It’s impossible to overstate the importance of tracking. By using this approach, live casino operators can glean data and important statistics about their online platform and their customers. Let’s take a closer look at the importance of tracking and discuss why it is so vital for your live casino. Find out more below.

What is Tracking?

Before we can get into why tracking is so useful for your live casino, it’s important that we clarify exactly what we mean when we talk about tracking.

In essence, tracking is a process through which user information is collected through the use of technology. By collecting data from a range of different metrics, business owners can access incredibly valuable insights about customers and use this information to inform their strategy as they move forward.

As the owner of a live casino, tracking player data can offer your business a range of exciting benefits and is an extremely effective approach that can see your platform push on to the next level. Let’s look in more detail at the importance of tracking for your live casino and what it can be used for.

Player Behaviour Analysis

Your players are who your service should be geared towards, and your platform needs to be optimised to both attract new players and retain existing ones.

While offering a wide selection of casino titles such as live blackjack and roulette is an important step in the player acquisition process, if you truly want to maximise the number of players coming to your platform, you will need to learn as much as you can about your customers.

For example, a study by market research and data analytics company YouGov revealed that gamblers in the 25 – 34 age bracket are more likely to play online slots, while those in the 45 – 54 age group are the most likely to use an app or online service to wager on sports.

This is incredibly valuable information that serves to perfectly demonstrate the importance of tracking. By assessing your player demographics and analysing their behaviour, you can start to build comprehensive player profiles that can be used to determine and influence your future strategy.

Measure the Success of Your Games

Modern online players have come to expect a huge number of different games available to them on digital platforms.

However, operating several different games can be difficult to manage and can result in resources becoming stretched, particularly for new or smaller operators. What this means is that you need to be certain that players are playing your games, to ensure that you are getting a return on your investment.

Tracking metrics associated with a particular game can give you access to incredibly useful information, which can then be to used to evaluate the success of that title. For example, you could learn how long players are spending on a game, how much they are wagering on it, and whether they are returning to that game in the future.

This can give you a clear indication as to which of your games are performing well, allowing you to further focus your efforts on these titles. At the same time, you’ll be able to learn which of your games are performing poorly. This will give you the opportunity to address any issues with a particular game and improve its performance and profitability. Measuring the success of your games is essential, and the importance of tracking is such that your games may never reach their true potential without it.

Marketing Opportunities

Marketing is a fundamental cornerstone of any online business, live casinos being no exception. Without an effective marketing strategy, new players are unlikely to hear about your brand and current players are less likely to stay.

Tracking can give us information that will prove extremely valuable for designing and implementing a marketing strategy. We touched on building player profiles earlier, these can give an idea of your typical customer, allowing you to hone and personalise your marketing and advertising campaigns to target them.

Another example of the importance of tracking for marketing is its use in the creation and application of player loyalty programs. Tracking can be used to calculate how much time and money has been spent on your platform by a particular player, they can then be rewarded for their loyalty through special bonuses and promotions. With research from Insider Intelligence suggesting that 56% of customers are more likely to buy from a brand with a loyalty scheme, this is an opportunity that cannot be ignored and works to further highlight the importance of tracking.


As the owner of a live casino, it is absolutely imperative that you make full use of the latest technologies and incorporate new techniques into your business strategy. As we’ve illustrated above, you should never underestimate the importance of tracking, it is a key tool that can be used to boost your business.