Player Behaviour Insights Through CarPlay

Geolocation data provides considerable and fascinating insights into player behaviour and the journeys they undertake in their daily or occasional travels. We are now seeing a growing trend of location data being derived from Connected Vehicle Systems (CVS). 

Let's explore what that means. When your mobile device is connected to either Apple CarPlay or Android Auto, location data can be delegated to your vehicle's built in satellite navigation system. In simple terms, your phone now gets it's location from the car and from the device itself.  

What does that mean?  

From a compliance perspective, this has required adaptation. The SDKs that adapt our services, the ones our clients embed into their apps and websites, must now detect CVS connections and allow them to be accepted. Normally external location connections are not supported, as this is often how location spoofing is introduced to a device. However, CVS systems provide specific signatures and characteristics that can be detected and verified, allowing them to be safely trusted.

What are the benefits of using and detecting CVS?  

From a user's point of view, pairing their phone to their car is a simple, almost invisible action. The main perceived benefit is access to Apple or Google Maps on their vehicle's infotainment display. However, what users may not realise is their device now has a reduced power consumption, as the satellite location services are being driven by the vehicle rather than the phone itself. 

Beyond this, vehicles provide richer data than mobile devices typically can. This includes bearing (the direction of travel), speed over ground, altitude, and even acceleration and deceleration. Additionally, CVS data provides insight into connection time, showing how long a device has been connected to a vehicle.

How can operators use this extended CVS Data?   

What we are seeing are clear seasonal trends of high CVS usage in North America, and to an extent in Europe. The usage of CVS occurs for extented durations during key travel periods, such as Thanksgiving, Christmas and end-of-summer holidays.
 
With this in mind, operators can begin to deliver content more appropriate to longer journeys, and potentially collaborative games around these times of year. Longer journeys present opportunities for different types of engagement, including content suited to extended play sessions or even collaborative experiences.   

In addition, there is a great deal of static CVS behaviour, suggesting that people are parked up and wagering whilst they wait. Although what they are waiting for is difficult to ascertain without having detailed information of the site facilities; it is reasonable to assume that people may be waiting to collect someone and are using that time for gaming entertainment. 

Enhancing player experience through CVS integration 

GeoLocs' integration with CVS solutions from Apple and Google is introducing a new layer of insight into player behaviour, one that goes beyond traditional location data. By understanding not just where players are, but how they are moving and interacting with their environment, operators can unlock new opportunities for engagement, personalisation and retention. 

As adoption of CVS continues to grow, particularly during key travel periods, the ability to interpret and act on this data will become increasingly important. Those who begin integrating and adapting now will be better positioned to deliver more relevant, seamless and engaging experiences in the future.