BETWARE
The rapid growth of Internet gaming has left traditional land- based operators in an increasingly competitive environment, cutting down their market share and reducing player retention. Following the modern trends, the games and sales channels are evolving and moving online in search of a wider, younger audience. It’s therefore very important for lotteries to remain competitive by presenting a variety of games to attract players, as well as offering new interactive sales channels such as the Internet and mobile phones. It’s in this sector that Betware operates with unrivalled experience.
KNOWING ME, KNOWING YOU “The benefits of Internet delivery for lotteries are
clear,” says Ragnarsson. “The Internet provides an opportunity to tap into new sources of revenue other than those reached using traditional terminals. Addressing this interactive sales channel makes it possible to target younger groups of players, successfully compete with private market operators, increase revenues, and establish a solid market share. Betware´s technology offers not only new sales opportunities, but provides a completely new operator/player relationship.”
“Operators online have the opportunity to learn about players’ preferences and gaming behavior, and create products that capitalize on this full understanding of the target group and consumer trends. Being able to reach the player in action while they’re purchasing a ticket is a powerful marketing tool, allowing for direct communication and a variety of cross-promotions that are never possible with traditional sales channels.”
Betware also has the ability to introduce and conduct responsible gaming policies by limiting player losses, how often they play, and so on. This constant “dialogue” between the operator and player – which is not readily available for operators present only offline – helps to create more compelling products and therefore influences conversion and retention rates. To further enrich operators’ capabilities towards its players, Betware offers an eMarketing Toolkit which enables operators to create personalized marketing campaigns towards their players.
“The traditional approach of a land-based provider making its first steps towards an online solution is to offer a very limited platform built around one game or one game idea,” explains Ragnarsson. “A very simple platform that focuses on transactions and making sure that the money flows in right paths.
These “platforms” are simple silos and are not expected to be enhanced by adding new types of games or features. They don’t have the potential to grow along with the lotteries needs and any customization is very expensive and time consuming. A classic example of such “simple platforms” is lottery subscriptions. These are available online as an extension to traditional central systems but can only handle subscriptions of a lottery game. These are not “live” systems but just a webpage front of a traditional central system.”
The market trends show that players are becoming
more and more demanding; they expect to be able to buy their lotto tickets and play their favorite games at their own convenience. Players nowadays are “living their lives” online; becoming more aware of their options and demanding the products that fit their online presence. The younger generation is used to having the possibility to buy most of its services via the Internet, and with the expansion of Smart phones this will keep on growing.
STARTING UP
Betware’s platform allows operators to start their online presence no matter what the legal restrictions in their country are. Where online gaming is still not allowed it can be a ground to start building the players’ community by offering skill and casual gaming, game subscriptions or cross promotions. With the gaming market liberalization it allows on effortless transition of products into their online version opening up the new sales channel. From this foundation of a robust and secure yet flexible platform that has been tried and tested by multiple jurisdictions in the world, Betware develops games with a totally different view. Ragnarsson explains: “The traditional games may be thousands of years old but they are not reaching the younger audience nowadays. Betware focuses on delivering games in a new format with the values and expectations of the younger online player appealing to his/hers online and mobile needs, being always available, fast-paced and entertaining.”
MAY 2011 47
“Being able to reach the player in action while they’re purchasing a ticket is a powerful marketing tool”
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