Analysis DENMARK UPDATE
Careinthecommunity
Something is changing in the state of Denmark. Morten Kolle Christiansen of CertusA/S, examines the media trends currently affecting the Danish gaming sector
One of the drivers of today’s modern gaming business is the aspect of community in both ensuring end-user satisfaction, and fostering long-term retention and acquisition platforms built to engender loyalty amongst players. The release of the Certus’ new Gaming Community can be seen as the embodiment of one of today’s most compelling industry trends.
In understanding the potency and relevance of this ‘community’ trend, we first need to put today’s business and social landscapes into context.
The way in which people interact on both professional and social levels, has changed dramatically since the dawn of social media. There is such an untold amount of (often contrasting) statistics and figures available online as to the prevalence of networking sites such as Facebook and Twitter within the business models of companies and the social habits of web users, that it would take an entire article in itself to equate and fully digest the data and its relevance to gaming.
What we can draw from scratching the surface of today’s web trends is that the gaming consumers we are targeting are far more evolved than many would give them credit for.
DEMANDANDSUPPLY This is a basic business principle, but it has increasingly become more apparent for online gaming businesses that the
demands of all parties along the supply chain have evolved significantly in a short space of time.
That means that as the end-user becomes more tech-savvy, more aware of his/her options and, perhaps, younger, the demands of each individual component of the supply chain also matures (from the end-user demanding fresher more visually appealing content to the operator demanding a more flexible and robust back-end software solution that is accordingly set-up for seamless integration).
What social media trends have taught the gaming industry in recent years is that socially, web users bond naturally with community aspects, be they forums, blogs, chat rooms, etc. However, what the industry’s dalliance with sites such as Facebook has also proved is that integrating community components within your gaming site, rather than merely using social media sites as a form of ‘outsourced community’ is a far more effective tool for the gaming demographic.
Indeed, the sense of ‘community’ has been a catalyst in honing gaming platforms to the demands of a much wider demographic, meaning that we are now seeing a more miscellaneous catchment of people playing at gaming sites.
Gaming products such as lotteries and bingo perhaps emphasise this best, but the role of community within all gaming
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