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G3-247 Report SINGLE WALLET GAMING


giving them bonuses which they can use in a land based casino or online;


l Central analytics based on all players activities com- bined with promotional tools improves player reten- tion by awarding most valuable players.


Setting up a central wallet solution involves a separate integration steps on both land-based and online side of the business and at the end integration of these two wallets. On the land-based side this involves introduc- tion of some sort of cashless system that is based on electronic wallet, which is typically already in place in most venues. On the online side integration between 3rd party content providers and platform wallet has to enable seamless transactions. Operators today are still often running remote wallets which means that players have to manually manage transitions of their credits between them.


Luke Davis, Marketing Director, Playtech - Whilst the range of benefits are vast, there are 3 clear advan- tages for operators utilising a single-wallet solution.


Firstly, operators now have the ability to break down obstacles that had previously prevented single-channel players from growing into multi-channel players, with cash access being a key tool. Secondly, the single-wallet solution allows operators to enjoy complete visibility of


“In terms of setting up this solution, guaranteeing a total


sync between offline and online activity, supported by detailed team training and focused


marketing communications, will ensure a smooth and successful implementation.”


a player’s life-cycle, meaning they can start to tailor tar- geted activity based around player behaviour. Finally, the element of loyalty that a single-wallet encourages is indispensable to any operator. The strength of the pro- motions used to maximise player conversion between channels, will ensure that players are more inclined to utilise one brand.


In terms of setting up this solution, guaranteeing a total sync between offline and online activity, supported by detailed team training and focused marketing commu- nications, will ensure a smooth and successful imple- mentation.


Luke Alvarez, CEO, Inspired Gaming Group - “Because Inspired is a digital gaming company with server-based VLTs, it’s relatively easy to implement single wallet solutions. It requires the sharing of infor- mation between the land-based data centre and the online data centre. It’s obviously impossible if you have analogue machines that aren’t connected to a data cen- tre or don’t even have SAS or G2S.


“The big advantage for the operator is having a single view of the player and being able to increase player retention and brand loyalty using rewards and by per- sonalising the customer experience.”


DO PLAYERS CURRENTLY MIGRATE BETWEEN LAND-BASED AND ONLINE - AND IF SO, WHAT'S THE PERCENTAGE OF OVER- ALL PLAYERS THAT MOVE BETWEEN THE TWO ENVIRONMENTS?


Aleš Gornjec, General Manager at Comtrade Gaming - They do migrate, yes. There are more and more migrations between land-based and online, though the mindset of some casino managers is still fair- ly protective. They fear that if their land-based player will start to play online they will have less to spend in the casino. It’s important for both sides of the business to be incentivised to cross sell.


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