First.ua

Beyond the Hits: How ZingBrain AI Helped First.ua Grow Turnover per Player by 22%

ZingBrain AI helped First.ua replace a hit-heavy recommendation block with personalized sections. In an A/B test, turnover per player grew by 22% and GGR per player by 7%. For new players, GGR per player almost doubled.

Cliente
First.ua

Ukrainian online casino.

sitio web
first.ua

Overview

First.ua already had its own game recommendations, and its team wanted to know if AI personalization could improve upon them. The goals were clear:

  • Help every player find games that match their taste, not only serve the most popular titles
  • Measure the real business impact with an A/B test run by First.ua’s own team

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The Challenge

First.ua’s own recommendation block worked, but it had limits:

  • More than half of all clicks in the block went to the same 10 games
  • The block showed only a small part of the game catalog
  • Most players saw the same popular titles, whatever their taste

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The Solution

Three Personalized Sections on the Slots Page

Zing’s API now powers three sections on the slots page:

  • Recommended Games – a personal mix of games each player is likely to enjoy
  • Your Favorite Mechanics – games with the mechanics a player prefers
  • New Games for You – new releases that match the player’s interests

Personalization Across Favorites and Search

The same recommendations also appear on the Favorites page and in Search, so players receive relevant suggestions wherever they look for their next game.

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The Result

Personalized sections changed how players discover games:

  • Zing’s Recommended Games section received 1.66× more clicks per player than First.ua’s own recommendation block
  • The section showed 7× the variety of games
  • Traffic moved from a few hits to a long tail: the top 10 games received only about a fifth of the clicks, compared with more than half in the in-house block
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Metrics

A/B Test: Personalized Sections vs No Personalization

Uplift per Player:

  • Turnover per Player: +22%
  • GGR per Player: +7%
  • Deposits per Player: +15%

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What the teams say

“When we first began talking, I already knew the First.ua team had built a really strong lobby. That made them a great fit for ZingBrain AI, as they understood what we work towards and how to get the most value out of the product. As the results show, that’s exactly what has happened. It’s been a real pleasure to work with such a friendly and result-focused team, and we’ll continue to cooperate to take the brand to even greater heights.”

Oleg Smolerov
CPO • ZingBrain AI

“We already had a strong lobby setup, so the question for us was whether AI personalization could genuinely improve the player experience and deliver measurable business results. The test gave us a clear answer. Players engaged with a much broader range of games, while turnover and GGR per player both increased. ZingBrain AI has helped us make the lobby more relevant for each individual player, rather than simply relying on the same popular titles for everyone.”

Kseniya Sardina
CPO • First.ua

Conclusion

First.ua showed that personalization can beat a strong in-house solution. Instead of pushing the same popular titles to everyone, the lobby now helps each player find games that fit their taste, and players respond with higher turnover, higher GGR, and more deposits.

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