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BettingBusinessInteractive • JANUARY 2012 Essential Guide to ... ICE Totally Gaming 2012 CALLCREDIT Getting the most out of customers
Finding customers, then verifying and getting the most out of them - Callcredit has a product for all parts of the customer acquisition process.
allcredit has said that its agility has been the main driver behind it partnering with innovative UK and international gaming compa- nies to improve their player acquisition, on- boarding and retention strategies. The firm has been able to assist with finding the most profitable players, help with knowing and targeting them more effectively, and keep them in play for longer, whilst increasing the operator’s share of the gambling wallet. One of the biggest challenges in newly regulated markets is for operators to verify their players quickly, whilst maintaining KYC and Age Verification in line with regu- latory legislation and in addition, having a solution that provides a reliable source against identity fraud. Callcredit’s international verification solution, CallValidate International, en- ables operators to identify global players instantly with ease. Verifying name, ad- dresses and date of birth from over 136 countries worldwide, the firm thinks Call- Validate International is the most powerful global ID verification service available. Ad- ditional features include the ability to veri- fy telephone numbers, ID documents,
C SIS Continuing to break new ground
Following on from a major year which saw SIS secure content from all around the globe, the broadcaster now wants to expand digitally.
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IS’ debut at ICE last year seemed to signal 12 months of unprecedented activity for bookmaking’s premier suppli- er of data and pictures. SIS rolled out a range of new services, products and initia- tives in 2011 - and the company’s second showing at ICE indicates there won’t be any let-up in 2012.
The launch of Satellite Information Services in 1987 broke new ground for the bookmaking industry and the compa- ny is determined that, 25 years on, it is still seen as leading the way. Last year, SIS unveiled its Virtual Bet- ting Channel, allowing bookmakers to be proofed against the vagaries of the weather and create brand new betting op- portunities.
Alongside that, its key international channel - SIS2 - reached even further into Greece, via Intralot, Austria via BGT, Latvia and soon to be extended to Russia and Georgia. And in the UK, SIS tested the water by introducing live football matches into shops via its SISsoccer+ service. In horse racing, SIS saw the return of South African content to its channels, as
well as tying up content from Dubai and Latin America while, in greyhounds, there was a series of enterprises which saw bet- ting turnover, attendance at tracks and competition for connections all rise dra- matically.
They included the launch of the BAGS/SIS 500 Series, Sunday evening rac- ing, BAGS Track Championship, Premier League Greyhounds, Racing Post Grey- hound TV and most recently the inclusion of Shelbourne Park to our overseas portfolio of events. All of them have SIS as the com- mon link and all of them feature as part of SIS’ distribution to the industry. Much of this is key to SIS’ other big push – into the egaming market. With more than 6,500 live events, SIS is offering streaming and data services to online bookmakers, which will be unveiled in full at ICE. “We recognise that there is already great product being supplied into this market, but we believe there is room for more in a grow- ing market. We plan to be able to offer live racing every day of the week from early 2012 and more to come very soon after,” said Jack Davison, director of sports data.
Davison himself is a new arrival at SIS and, with a background in commercialising con- tent for digital platforms, is another indica- tion of SIS broadening its reach. But the company is also making it clear that the three strands of the business - retail, international and egaming - are not mutual- ly exclusive. Phil Siers, SIS MD, comment- ed: “Everything we do in retail has rele- vance to egaming – and vice versa. And that applies domestically as much as interna- tionally, too. We understand that whatever the platform it’s about having fantastic con- tent that can generate audience and turnover for our customers.”
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Passport numbers and Social Security de- tails within certain territories. CallValidate International has proven it- self with Paddy Power achieving great re- sults, and the firm expects to see many more gaming operators signing up to its services in 2012. The solution is easily im- plemented, using either Web Url, Automat- ed Batch or API solutions.
In addition to verification solutions, Callcredit can provide data to develop a truly integrated marketing strategy, such as successful player acquisition and man- agement tools, through its Cameo global data product. Not only can it provide indi- vidual Cameo classifications for over 30 nations, it also has within its collection a single global classification which seg- ments across national borders. Cameo In- ternational enables users to consistently
segment, analyse and target the global cus- tomer universe by 25 different consumer types on the basis of two key factors: Lifestage and Affluence.
This unique feature means that marketers can enter new overseas markets by profiling and understanding their current customer base, targeting messages of relevance and locating ‘look-a-like’ consumers in any other Cameo country. Cameo International pro- vides marketers a target market of over 2bn individuals - a total that is growing every day. All Callcredit’s gaming sector solutions are designed to help both online and land based businesses build and maintain prof- itable long-term player relationships, whilst developing ‘clicks or bricks’ channels that outperform the rest.
STAND 6250 NET ENTERTAINMENT
Net Entertainment gets in Touch
Net Entertainment has managed to transfer the high quality graphics and sounds from its online slot games onto the mobile platform.
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asino game provider Net Entertainment has always strived to be at the forefront of cutting edge casino technology and now its groundbreaking games are also available to play on mobile devices. At ICE Net Entertainment will officially launch Net Ent Touch, a suite of games specifically created for iPhones and iPads. Two of Net Entertainment’s most popular video slot titles, Gonzo’s Quest and Jack Hammer, are the first to undergo a mobile transformation. They will initially be joined by table game Blackjack.
Net Entertainment has not sacrificed any of the high production values and excep- tional gameplay that the Sweden-based de- veloper is known for, instead making crucial changes to the online versions to ensure the mobile experience is maximised. The rich graphics and superb sound are still present, but the interface has been optimised for the smaller touch screens. All the popular func- tionality enjoyed on the desktop variants is available within the mobile games. To ensure that its mobile offering was in line with the high customer expectations of its products Net Entertainment conducted extensive market research including inter- action studies, usability studies, and analy- sis of technology trends and test cases. “We have already seen a significant shift in terms of usage and gaming from desktop to mobile devices,” says Simon Hammon, Net Entertainment’s acting chief of product. “In terms of revenue deliverables this will also de- pend on the marketing readiness and ability of our partners to optimise the potential of the offering. As customers become more educat- ed and devices become more widespread and accessible we expect the mobile vertical to be an increasingly important contributor to the Net Entertainment business model.” Net Entertainment plans to expand its port- folio of mobile games in 2012 to include a range of additional slots, video poker and table games such as Roulette all based on its successful online games, before it ventures into creating new games solely for mobile de- vices.
“Currently, Net Entertainment is focusing on utlilising the high retention and revenue potential of our existing online portfolio,” continued Hammon. “In the future, we plan to produce mobile specific games exploiting the enhancements in mobile technology. It is a balance between offering what we know works well within the Net Entertainment player base and continuing to push the boundaries in the casino experience.”
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