PKR Takes Scientific Approach: 1

The online poker firm PKR.com is taking the initiative to better understand the experiences of players in the online casino world. They are currently planning to relaunch their website with a brand new focus on developing research for gambling addictions. The relaunch of the online casino and poker website is scheduled for next year. They are working with Foviance which is a company that specializes in the customer experience. They are taking the scientific approach to online casinos. They will use the knowledge they gain from the studies performed over the next year in order to build a more efficient website. They will primarily be using the electroencephalography technology, or EEG, to monitor the brain activity of players in various ways from services or brand relationships.

The way that the EEG will be able to help online casinos is by measuring the electrical activity in parts of the brain. The online casino and poker website, PKR is hoping that with their results they will be able to personalize their website to fit the needs of their 2.25 million subscribers better. Some of the early results for the recent testing have begun to surface and there seems to be a high level of emotional engagement to PKR’s site as opposed to its closest competitors. The EEG provided by Foviance enabled the reasearchers to pin point peaks through concentration. There were certain areas that caused confusion for the beginners and can be helpful to the website to add better instructions in the online casino’s help section.

The marketing director of the online casino, Simon Prodger, is optimistic about the results that will come from their new scientific approach to online casinos. He said: “This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online. Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible.”