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First Look Games launches Sentiment Analysis

The innovative First Look Games who are responsible for and being the vehicle behind Casino Gazette being able to provide free play slots to our visitors, including the immensely popular Raging Rhino, have today announced the launch of a new Sentiment Analysis tool.

The Sentiment Analysis will allow developers gain a better understanding on how their games are being received by affiliates.

The First Look Games (FLG) Sentiment Analysis tool uses natural language processing (NLP) and artificial intelligence (AI) to read and decipher the sentiment behind reviews written by all of the affiliates that have signed up to and utilised FLG.

Each affiliate review will then be given a Sentiment Score from 1 (clearly negative) through to 5 (clearly positive) with the average score for each game collated and then shared back to the studio. Developers will also receive an average score for all their games.

Sentiment Scores will also be factored in to the First Look Games Index, which ranks all of the games listed in the FLG Library.

The Index is currently based on the number of game reviews made by affiliates, player audience reach and the number of free-to-play Demo Game sessions played.

The Sentiment Analysis tool has been built as an extension to First Look Games’ Accuracy Management Service, which identifies key game information that affiliates review inaccurately and then automatically communicates the appropriate correction on behalf of the studio.

The addition of this new tool continues First Look Games’ approach to demonstrate the value and importance that its affiliate users have in the successful marketing of online casino games.

Tom Galanis, Managing Director of First Look Games, said: “Ever since we launched our platform, our game studio partners have been seeking ways in which to improve the quality of the review their games get from affiliates.”

“Our Accuracy Management Service has delivered that objectively, assisting affiliates in accessing and where necessary, correcting key information.”

“Through the integration of natural language processing, we are now using artificial intelligence to read and decipher the sentiment behind the reviews affiliates make of our studio partners’ games.”

“Sentiment Analysis is a great addition to our suite of tools that allow our studio partners to have a clear understanding of how their games are being received by affiliates and players.”

“Combined with the other tools and services we provide such as the Demo Game Server, Accuracy Management, First Look Premium and our Coverage Reporting, Sentiment Analysis is another piece of the technical innovation puzzle that makes our platform – and the affiliates we work with – the ultimate vehicle to market online casino games.”

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Simon Wright

Simon has been working within the iGaming Industry for some 20 years now. Whereby he has built up a wealth of knowledge in this area during this time. As well as being a main contributor for Casino Gazette, Simon also writes and reports for

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