Interactive MOBILE/ONLINE/LAND-BASED
one else has and try to build the customer experi- ence better than your competitors.
One thing not to overlook or forget is HR and change management. Once you add online func- tions to your organization, you need to be pre- pared for the clash of old-school and nu-school, especially if you do not treat the business apart from each other, but decide to go for shared cus- tomers and player experiences.
How much land-based technology is linked to the online gaming experience? CRM, payment solu- tions, loyalty programmes, incentive schemes etc.?
If you decide to go for multi-channel, then all functions will be linked. Online technologies are many times more advanced and realtime and you need to invest to them for being able to deliver the customer experience that is expected and also for being able to optimize your site and business. But you can also treat online and offline as separate business functions. Though that's old fashion.
How important is the exposure and expansion of a retail gaming brand into the online space at this time and into the future?
I think online gaming is a must have for land- based operators if they want to survive the ongo- ing digitalization. The land-based operations are shrinking and players expect to be able to play the games when ever and where ever. The mobile games growth tells it all. There will always be
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You cannot expect to convert all of your land-based audience to your online site, but it is
inevitable that more and more
players are moving to online. So, if you do not have your offering available, they will go for someone else.
space and need for offline gaming, casinos and high-street shops, but you need to support your business with superior online gaming offering, too.
There have been lots of missteps from smaller operators into online gaming - what’s the big dif- ference now in recreating a location successfully online and how should operators manage their expectations?
The legislation doesn't support small operators and building a sustainable long term business can be very hard for them. Building yet another online gaming site doesn't really sound like a good option, if you do not bring anything new to the table. What I see all the time are new smaller operators who come to the market with the same products than the rest of the operators. In the Nordics there are several, also bigger operators, who all more or less share the same product port-
folio. It's a pity from the customers' perspective.
All these operators compete in a red sea with aggressive bonus and freespin offering, instead of trying to deliver a unique customer experience. That's why RAY (Finland’s Slot Machine Association) and some of other operators, who have been in the business for long enough, have also internal game and site development. This way we can deliver unique, localized games to our players and also build our site to deliver game-as-a-service experience with customized user-experiences based on players expectations and with multichannel offering that we share with our land-based operations.
Who are the players that are looking for this solu- tion and is it worth the investment to target them?
We have several player segments that are playing our online games. We deliver different experi- ences for them, on the site and in our games port- folio. We know them inside out.
Some of them play also offline, but it's not all the same audience. You cannot expect to convert all of your land-based audience to your online site, but it is inevitable that more and more players are moving to online. So, if you do not have your offering available, they will go for someone else. Also, you can bring players to your land-based offering by effective online user acquisition. You anyway need to be online for marketing purposes, so why not deliver the whole experience there?
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