Interactive SINGLE WALLET GAMING
Aleš Gornjec joined Comtrade in 1996 (previously, Hermes Softlab) as software developer and project manager. In 2001, Aleš founded the company's gaming unit and in 2013, he was appointed General Manager of Comtrade Gaming – a newly formed strategic division inside Comtrade Group - with a goal to drive further growth and expansion.
but with modern server-based gaming solutions this situation is improving. Online and mobile operations are able to collect any type of data the operator wants, but this is often still updated in a central data warehouse with some delay. If the casino operator can track players in real time the retention campaigns and bonusing are more rele- vant and engaging. Advanced analytics also enables player protection and temporary elimina- tion of irresponsible players. Thus, the casino can offer a solution that is both profitable and socially responsible.
MULTICHANNEL CRM The casino staff can engage players in a personal-
ized manner via email campaigns, printed adverts, in-game messages or chat via online portals. Efficient and agile communication between play- ers and staff creates the feeling of safety and transparency; players know that they will be able to immediately contact the casino’s staff in case they have a problem.
PLAYER MANAGEMENT - SINGLE VIEW All the data about the player is stored in one spot.
This enables faster and more efficient customer support. Customer support, personalized and tai- lored to the player, makes the player feel impor- tant. A system for managing cross-channel and cross-product promotions is overseeing the play- er’s activity preferences, lifecycle status and choices.
LOYALTY Loyalty module allows real-time eligibility evalu-
ation and communication. When a player, for instance, earns a certain number of points, or qualifies for a certain VIP level, the system imme- diately communicates this to the player.
Responsive and engaging player communication makes the interaction with the operator’s sites much more appealing and rewarding for the play- ers.
Setting up a central wallet solution involves inte- gration on both the land-based and online side of the business. On the land-based side, it involves the introduction of some sort of cashless system that is based on central electronic wallet, which nowadays are already present in most venues. On the online side, integration between 3rd party content providers and the platform wallet is nec- essary as eWallet has to enable seamless transac- tions. Operators today are still often running remote wallets meaning that players have to manually manage transitions of their credits between them.
The basis of a successful gambling business is the lasting relationship between the client and the casino. The relationship is based on engaging, personalized and tailored player support that is only possible with a unified player profile. Bonusing and retention campaigns have to be automated in order to be efficient and agile, yet adoptable and tailored to the player. Meaningful awarding of bonuses can only be achieved with precise analysis of the player’s behavior. For a unified and engaging player experience, a seam- less transition of funds is necessary.
One of the foundations of a lasting relationship between the player and the casino is responsible gaming. Advanced player analytics allow the early detection and prevention of pathological spending patterns. Socially integrated gaming that aims only to provide entertainment and tries to prevent player exploitation is the foundation of
the lasting relationship that is beneficial both for the casino and for the player. Real player protec- tion can only be achieved if all player activity is monitored and players can centrally set their lim- its. This is still valid for their activity within a sin- gle operator – to achieve complete protection, a jurisdiction wide monitoring would be needed like the one in place in Belgium. In Greece they are already thinking in this direction and will centrally monitor all player activity on all new VLT terminals across the country. They will how- ever still have separate wallets in place for VLT and online operations. The European Commission adopted the recommendation on principles for the protection of consumers and players of online gambling services and the prevention of minors from gambling. The recommendation encourages member states to pursue a high level of protection for consumers, players and minors through the adoption of principles for online gambling servic- es and for responsible advertising and sponsor- ship of those services. Central wallet can serve as a single point of deploying all these protection measures and can also be a point that regulators can supervise in case real time monitoring is required by law.
Today, quality games and an established name are no longer enough to succeed in the gaming business. Players are seeking more than just a game; they demand a comprehensive entertain- ment solution that fully integrates all types of gaming products and channels like land-based, online and mobile. Central wallet with integrated value added services that enable operators to communicate with players in a personalized way and offer them products and services they prefer can help build an entertainment experience of the future.
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