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Interactive MOBILE/ONLINE/LAND-BASED


Connecting the dots in land-based and online


G3 speaks to Jan Hagelberg, the Director of Digital Channels for RAY - Finland’s Slot Machine Association, about the creation of a seamless brand experience for players across multi-channels that includes land-based, online and mobile gaming solutions


What are the benefits for a retail operator in recre- ating its casino/brand/environment/player expe- rience in the online space?


The benefits are numerous. For one thing, having your brand online creates loyalty and retention. If you build your online existence around multi- channel experience, which you should, you can reach your customers where ever they are 24/7.


So you need to have a strong mobile offering. It used to be so that you build a strong portfolio of Flash-games on a desktop bowser based site and that's it. But couple of years ago, when smart- phones started to be more suited for gaming and broadband available for more customers, opera- tors started to move their customers from desktop browser to mobile site. But if you start your online gaming operations now, you need to go straight to mobile, both native and Html5. The growth is there, so you need to guarantee best possible mobile experience with superior usability, great games and high entertainment value right away. If you do not have your mobile offering in shape, it can ruin your whole brand reputation. These days people expect to reach brands with their phones - having bad experience on a mobile site, drives a potential customer to another operator that is just one click away.


You should offer some of your biggest brands both online and in casino, but it's not only about games, it's also about your value promise, seamless cus- tomer journey through all platforms and channels and the level of service in all of them. You need to be consistent. If you have certain service stan- dards offline, you need to deliver it also online. With all means available, be it product offerings, CRM, social media, interactive chat on your site, registering and deposit funnels etc.


How close can a retail operator get to achieving a 1 0 2


You should offer some of your biggest brands both online and


in casino, but it's not only about games, it's also about your value promise, seamless


customer journey through all platforms and channels and the level of service in all of them. You need to be consistent.


recreation of their land-based offer online?


It's a different medium. You need to use different methods to deliver the experience. But you should drive for the same values and brand and stay loyal to things that differentiate you from your com- petitors in your land-based operations. One thing to understand is that online gaming experience can be very solitary experience compering to a land-based casino visit. This is how it is now. It doesn't have to stay so, but so far online operators haven't been investing to social experiences, should you not count poker and bingo games.


What are the practical steps in creating an offline/online seamless gaming experience for the player?


Creating a seamless multi-channel gaming expe- rience is a huge task. You need to master all chan- nels. You need to cover all areas, from products, to user acquisition, CRM, responsible gaming prac- tices and tools, to money handling and player accounts, just to name few.


Jan Hagelberg, Director Digital Channels RAY - Finland’s Slot Machine Association


Do you want gaming machines in your offline sites to be able to identify your customers in a similar way as you can do online? Do you want to create gaming experiences that go through all channels? Then you should support your players with one player account and one wallet in all channels. The backend systems you build need to support the idea of omni-channel. You need to be


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