Interactive IGT ONPREMISE INTERVIEW
ticularly as older mobile users are now savvier than ever with digital technology and catching up with the younger age group quickly.
IGT OnPremise can both attract new players and encourage current customers to engage more. We’re making it easier than ever for players to access their profiles, build relationships with operators and remain active customers for longer.
Another important aspect of IGT OnPremise is the introduction of mobile sports betting, and more specifi- cally in-game betting, into the casino experience. It is a massive draw for male users of all ages, in particular, so its inclusion will increase overall appeal and playability within casinos. In the last ten years, the amount wagered on sports online has increased threefold, a fig- ure that can’t be ignored.
Is IGT OnPremise primarily targeted at the US market, where online/mobile gaming is restricted so heavily? How would IGT OnPremise work in Europe, for example, where players are used to playing on their mobiles whatever the location?
IGT OnPremise is ideal for the US market, as it enables land-based casinos to explore the benefits of interac- tive gaming within a tightly regulated space and expand gaming revenues. Plus, you have the Play-for- Fun aspect incorporated which can be used effectively in the US.
Elsewhere, it offers a versatile extension of the gaming floor. Consider, for example, smokers in European or international markets who want to continue playing their games even when they are required to leave the gaming area.
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 gam- ing platform is not able to offer.
“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,
particularly as older mobile users are now savvier than ever with digital technology.”
IGT OnPremise is a global product and we’re receiving interest from operators across all regulated markets.
How do you continue to incentivise a player when IGT OnPremise switches to play-for-fun and vir- tual currency?
Play-for-Fun is a way of continuing to engage players. The challenge for casino operators is keeping cus- tomers active within their location, which includes both retail and online. OnPremise keeps that connec- tion going when customers leave the property and go home. It might be through a Play-for-Fun option that earns points and rewards, which can then be redeemed at a casino location, increasing footfall and encouraging customers to return in the future.
There are also social aspects which keep people play- ing, such as tournaments, badges and the ability to unlock games and features. Operators will also be able to market directly to a customer’s device, which offers huge potential in creating a direct conversation between operator and customer.
How do you get the player to install the IGT
OnPremise App on their phone?
The key is to make it as easy as possible to get started. Our ‘one touch’ design philosophy means that the app not only downloads quickly, but it will populate details which are then presented to the player for an easy, quick review and confirmation.
Creating awareness of the benefits of the app is done through near-field marketing and the use of advertis- ing, however, employees are crucial in this area. Operators can offer customer and employee incentives to get people joining, and then employee enthusiasm within casinos can support those marketing cam- paigns. The more people that experience the benefits, the more that will be prompted to share and encourage others to take part.
Are player rewards granted through IGT OnPremise or are these part of an operator’s existing player loyalty tools?
We designed IGT OnPremise to be adaptable to either rewards approach. However, we believe that bringing everything together in one, easy to use experience is the best strategy. Having all rewards funnelled through one loyalty tool makes it easy to earn and easy to redeem.
How does the player add credit to their phone to play using the IGT OnPremise App? How do they then manage their account and what information can the operator see in relation to the movements and transactions of the player?
A huge benefit of IGT OnPremise is that it connects all data in one experience. This secure profile means that wherever you add money to your single player account from a credit card, scanning casino receipts or even by taking cash to a cashier, the money is easily accessed, added, withdrawn and managed by the player on his or her own mobile device.
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