Big data, big wins : leveraging data analytics for market leadership in iGaming

Abstract

Purpose: This study investigates how big data analytics can be strategically leveraged by iGaming companies to enhance their marketing strategies, improve customer engagement, and secure a competitive advantage. As a data-intensive and highly competitive industry, iGaming provides a critical context for understanding the applications and challenges of big data analytics in real-world, high-stakes settings. The study focuses on the perspectives of iGaming professionals based in Malta, exploring the specific tools, technologies, and strategic frameworks that enable data-driven decision-making within the sector. Methodology: A qualitative research approach was adopted, utilising semi-structured, in-depth interviews with professionals in roles across Marketing, Business Intelligence, and Data Analytics departments within the iGaming industry. The data was analysed through Thematic Analysis, revealing key insights into the integration of data analytics tools such as cloud storage solutions, artificial intelligence-driven predictive models, and data visualisation platforms. These findings were organised into five principal themes: Tools & Technologies, Competitive Edge, Decision-Making, Artificial Intelligence, and Challenges of Implementation. Findings: The study found that while big data analytics enables iGaming companies to optimise marketing efforts, improve operational efficiency, and personalise customer experiences, significant challenges arise, particularly in terms of regulatory compliance, data fragmentation, and infrastructure costs. These insights contribute to both the Resource-Based View and Dynamic Capability Theory, showing that sustainable competitive advantage in big data analytics extends beyond technology to include skilled personnel, robust data governance, and a collaborative culture around data use. Theoretical and practical implications: This dissertation contributes to existing knowledge by highlighting how iGaming companies can integrate data analytics tools to achieve customer centric strategies and agile operations, with implications for managers seeking to enhance competitive positioning through data-driven practices. Additionally, the study outlines the ethical and regulatory complexities of big data implementation, offering a nuanced understanding of how companies can balance innovation with compliance. By providing actionable insights, this research aids iGaming professionals and related industries in making informed, data-oriented strategic decisions.