First Look uses AI tools to decipher the sentiment behind affiliate game reviews

First Look Games is a platform that directly partners client game studios with online gambling affiliates. It has already found significant success as the iGaming space has continued to evolve, but is introducing a new tool that will give its clients additional and valuable functions. First Look has launched a new Sentiment Analysis tool based on artificial intelligence (AI) that will allow developers to better understand how their games are being received by affiliates.

The First Look Games (FLG) Sentiment Analysis tool incorporates AI and natural language processing (NLP) to read and decipher the underlying sentiment in reviews that are submitted by all of the affiliates that are registered to use the tool. Each review will then be given a Sentiment Score from 1 (clearly negative) to 5 (clearly positive), with the average score for each game collated before being shared with the studio. Developers will also be given an average score for each of their games.

The Sentiment Scores will also be included in the First Look Games Index, a system that ranks all of the games included in the FLG Library. The Games Index’s ranking is currently calculated against the number of reviews made by affiliates, player audience reach and the number of free-to-play Demo Game sessions played.

The addition of the Sentiment Analysis tool advances the company’s efforts to demonstrate the value and importance that its affiliates have in the successful marketing of online casino games. Tom Galanis, Managing Director of First Look Games, explains, “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.