Analysis “On average only
around 20per cent of bets placed by active players are
placed in the casino (refH2Gambling
Capital, February 2010),with the
remaining bets being
placed in other areas of the operators site such as the
Sportsbook.Having said that, NetEnt have quite a few customerswhose
ratio is closer to 40 per cent.”
MarcusHonney, Net Entertainment.
OFFLINE/ONLINE
G3i: A lot of land-based operators worry about the security side of online gaming - is this really an issue?
The responsibility of who the operator takes the bets from lies with the operator essentially. We as suppliers will be able to provide the necessary tools to assist the operator in preventing bets being taken from areas where online gaming is not permitted or from people who may have difficulties as Net Ent takes an active role in gaming related problems and is connected to the organisation G4 (Global Gambling Guidance Group). As with many Internet based products where a cash transaction is facilitated, security is an issue and the success of the larger B2C operators is largely due to being able to provide a secure and straightforward cash handling solution for their players.
The RNG used by us is also thoroughly tested, approved and certified. Any of our licensee’s can publish these certificates on their web site which extends as a seal of Credibility to their operation and will assure their players further.
G3i: In terms of CRM, online offers much greater ways to track and keep in constant contact with players - is this something you think land-based operators fully understand? Could you run through some of the CRM functions you offer?
On average only around 20 per cent of bets placed by active players are placed in the casino (ref H2 Gambling Capital, February 2010), with the remaining bets placed in other areas of the operators site such as the Sportsbook. Having said that, NetEnt have quite a few customers whose ratio is closer to 40 per cent.
“When you are looking at an
operator’s casino site, youwill often find a “most
popular” tab or
“most played”. Look through a variety of operators (that are not producing their own games) and you
will seewhich games are performingwell. If you are not
familiarwith the titles, there are
variouswebsite that will tell youwho
produces the game.” MarcusHonney,
Net Entertainment. G3i I ISSUE 2 I PAGE 49
Taking this into account, the operator will usually run their own CRM as we will not have access to the players betting habits outside of the casino. To reach the remaining 80 per cent however, we offer a “seamless wallet” which essentially allows players to make one deposit on the operator’s website and then play on the whole site without having to make deposits in each area of the site. By allowing this to happen, using the Seamless Wallet, players who would not normally visit the casino can do so now with ease.
Although a CRM is not offered as a separate product, there is a wealth of information we can supply on the players including their betting patterns, favourite or most played games and more. Working closely with our customers, by making sure the correct information used from their registration process is supplied, we can produce detailed demographic reports which, for example, could show the
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