Cyberpsychology is the study of human behaviour in digital environments, examining how people interact with technology and each other in virtual spaces. In the context of online gambling, cyberpsychology is applied in several key areas including User Experience design to create engaging and intuitive interfaces. When used in behavioural analysis, it tracks player behaviour, which identifies patterns indicative of problematic gambling.
SiGMA News met up with the team at PepperPartners during the recent SiGMA Europe summit to discuss the company’s innovative approach to enhancing user experience and conversion rates through the application of cyber psychology.
The genesis of cyberpsychology at PepperPartners
Five years ago, PepperPartners embarked on a major project to address internal challenges and improve the effectiveness of their operations. This initiative, which began as an in-house endeavour, has since evolved into a valuable service offered to their partners.
Collaborating with top-tier universities and MBA graduates specialising in UX Cyber Psychology, PepperPartners has developed a sophisticated system for analysing player behaviour. This proprietary technology examines various aspects of user interaction, from website entry to registration and deposits, and how these factors influence player lifetime value.
Comprehensive analysis methodology
PepperPartners’ approach to user behaviour analysis is multi-faceted and scientifically grounded. Their methodology includes:
1. General Analysis: Identifying product issues and areas for improvement.
2. Tailor-made Focus Groups: Creating specific test groups for targeted analysis.
3. Advanced Technological Tools:
– Neurofeedback helmets to monitor brain waves
– Eye-tracking glasses to analyse visual focus and blind spots
– EKG equipment to measure heart responses
This comprehensive approach allows PepperPartners to gather data on emotional reactions to various elements such as bonuses and content, providing a holistic view of the user experience.
Tangible results and case studies
One of the most striking findings from PepperPartners’ research was the discovery that up to 8% of potential first-time depositors in Canada were abandoning the process due to difficulties understanding the interface. This insight led to significant improvements in user experience design, resulting in increased player retention and higher deposit rates.
Agnieszka Lisiecka, Head of Business Development at PepperPartners, emphasised the importance of tailoring interfaces to less tech-savvy audiences, particularly those outside major urban centres. By addressing these issues, PepperPartners has helped its clients reclaim lost players and extend the average player lifespan on their platforms.
Scientific approach to problem-solving
PepperPartners prides itself on its scientific, data-driven approach to improving iGaming platforms. Unlike the common industry practice of copying competitors, which can perpetuate existing issues, PepperPartners focuses on identifying and rectifying unique problems for each brand and market.
The company conducts geo-specific analyses, carefully selecting focus groups that represent target demographics in various countries. This tailored approach ensures that the insights gained are directly applicable and impactful for each client’s specific market.
Core methods used for behavioural and cognitive analysis.
From in-house tool to client service
What began as an internal project has now become a valuable service offered to Pepper Partners’ clients. The company has been gradually introducing this service to close partners who understand its potential and value. While some clients may have similar in-house capabilities, Pepper Partners’ offering is typically more comprehensive and adaptable to different markets.
The main take-away here is the immense potential for cross-disciplinary collaboration between psychology, technology, and iGaming. Such data-driven, user-centric strategies are becoming increasingly crucial for success in the competitive world of online gambling and affiliate marketing.
Be part of the global SiGMA community
SiGMA invites you to join the opening event of the 2025 World Tour with the SiGMA Eurasia summit in Dubai, UAE from February 23-25. For those interested in revisiting the content and insights from SiGMA Europe 2024, visit the official for comprehensive coverage of all panels and discussions from the world’s authority in gaming.
