Interactive IGT ONPREMISE INTERVIEW
A fascinating premise
Revealed for the first time at G2E Las Vegas, the OnPremise solution from IGT is an all-encompassing omni-channel solution that links mobile to land-based casino floors. G3 speaks to Charles Cohen, IGT VP of Mobile, about the launch and future of IGT OnPremise
What is IGT OnPremise and how does it differ from other omni-channel solutions on the market right now?
IGT OnPremise is our complete solution for mobile that extends the player’s gaming experience from the casino floor to smartphones and tablets, within designated boundaries such as a casino resort.
In recent years, IGT solutions have gone through a transformation from cross-channel applications, to omni-channel applications and now to fully integrated mobile gaming. This development is about creating a seamless and easy-to-use experience across all chan- nels. It’s more than just being able to play a game across different platforms; it’s about connecting the entire experience for a player at a resort. This could include introducing new games to play, providing various con- veniences such as player rewards and redemption of mobile wallets, and even going beyond a resort’s boundaries with Play-for-Fun at home. OnPremise is about a total connection that improves the whole gam- ing experience for players.
At G2E, Charles, you stated that IGT OnPremise addresses the problem of attracting millennials to play slots. Is the way to tap into the millennials market through their mobile phones?
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Absolutely. There are now 2.5 billion millennials glob- ally, and they’re the first generation to grow up in a fully digital world.
These digital natives prefer to experience the world through their mobile phones and tablet devices. Whether they’re communicating, shopping, viewing content or playing games, the millennial generation interacts primarily through mobile devices.
Our own market research shows that 84 per cent of casino visitors carry smartphones or tablets and play- ers often check their phones between spins. In the modern world, everything revolves around a player’s device, so there needs to be a solution that keeps play- ers, and their devices, inside the casino’s environment.
Players now expect more from their games, such as social interaction, skill elements, videos and sounds and personalisation. OnPremise delivers this and more.
Who is the target user of IGT OnPremise? Is it a tool to attract new customers or an additional asset for encouraging existing players to play more? What’s the target age-group for IGT OnPremise and is there a particular age- group/player-profile most likely to play on their mobile on-site?
Charles Cohen, Vice President of Mobile, IGT
“Features such as mobile wallet, or the ability to pay through rewards and voucher redemptions via a loyalty club, provide benefits that a standard interactive gaming platform is not able to offer.”
The millennial generation – from roughly 18-35 years old – will certainly be the age group that are most com- fortable with the mobile and tablet capabilities of IGT OnPremise.
However, as the solution is designed to encompass all channels, there is a large amount of crossover between the younger, mobile player and the typically older, tra- ditional bricks-and-mortar casino customer. That’s the strength of the product – it will help casinos to cross- pollinate and engage players across all of their avail- able channels.
We know that more than 90 percent of people, up to the age of 65, have a mobile phone. We’re enabling our customers to activate those potential new players, par-
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