Leveraging hyper-personalization: Enriching the player journey through data and automation

Overview

Games24x7, an Indian online gaming platform with over 100 million players, partnered with Databricks to unify data operations and automate data pipelines supporting its machine-learning-driven hyper-personalization and fraud detection systems. The move deployed fraud prediction models 16% faster and reduced operational costs for BI workloads by 20%, while a marketing optimization platform built on the Databricks Data + AI Platform tracks and scales campaign performance.

The challenge

Games24x7's legacy infrastructure was complex and required advanced technical knowledge to deploy and maintain various data pipelines, involving huge infrastructure costs as well as maintenance costs.

The solution

Games24x7 partnered with Databricks to create a unified platform for streamlining data operations, unifying data from disparate sources and automating data pipelines for scale. The company deployed advanced analytics frameworks on top of the lakehouse architecture to conduct rapid product testing at scale, and built a marketing optimization platform on top of the Databricks Data + AI Platform to track marketing campaign performance and scale spend accordingly. Games24x7 anticipates implementing a centralized metastore through Unity Catalog to further empower data discovery and data democratization.

Reported business value

Games24x7 can now deploy fraud prediction models 16% faster, and modernizing its infrastructure on the lakehouse architecture reduced operational costs by 20% for BI workloads, unlocking new productivity enhancements and cost savings for the team.