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Interactive MOBILE/ONLINE/LAND-BASED


The deconstruction and reconstruction of brands


Pegasus Gaming Solutions, a Microgaming company launched by Lydia Barbara, helps first time and established operators to gain the most from their online gaming businesses. The establishment of true multi-channel gaming is a key component in maximising business potential and in this article Lydia explains the steps necessary to achieving these goals


What are the benefits for a retail operator in recreating its casino/brand/environment/player experience in the online space?


Land-based casinos sometimes think of online gaming as cannibalising their existing traffic. This simply isn’t true. Moving online is a way to deepen and broaden your relationship with your players, in turn increasing your share of their wallet long- term.


What’s more, it’s much easier to leverage off an existing brand than to create a new one.


One thing land-based casinos must keep in mind is that online gaming is now a fairly established market. Your players probably already have accounts with an online casino or two, so approaching them to sign up to your new online site should be viewed as an acquisition campaign rather than one of retention. Your offline relation- ship with the players will help (provided it’s a positive one!), but it will not be enough.


How close can a retail operator get to achieving a recreation of their land-based offer online?


As close as they want! But that shouldn’t neces- sarily be the aim. What an operator should con- sider is whether the land-based offer is one that will work online. “Recreation” is a good word to use here, as you first need to ask yourself, and your staff, some serious questions about your brand image and power.


If you have not done this in a while, at the outset you need to deconstruct your brand to identify


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your core values, both from your perspective and from your players’. Will they work in an online space? What needs to go and what can stay? How is this best represented online? This process will be a real eye-opener!


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


First, as already mentioned, you should decon- struct and then reconstruct your brand. This will make you stronger and more robust.


And second comes the next big question: do you have the skills and experience in-house to suc- cessfully expand online? Be honest and critical in this process. Mistakes and assumptions at this stage will prove very costly over time.


And if you don’t have the skill set already in- house, it’s not the end of the world! There are experienced specialists out there that you should utilise.


What scale of gaming operation is this suitable for - i.e. multi-chain, single site?


Online expansion is most naturally suited for multi-chain casinos with well-known brands, but single locality casinos with ambition, drive and capital to invest can definitely make a go of it as well.


Are there any additional regulatory factors that should be considered when considering this solu- tion?


Lydia Barbara, Head of Pegasus Gaming Solutions


Lydia entered the online gaming industry in 2005, occupying managerial positions in B2C and B2B environments before joining Microgaming four years later. Following a five-year stint managing poker and network games, Lydia launched Pegasus Gaming Solutions, a specialist consultancy operating under the Microgaming umbrella. Pegasus assists new operators as they venture into online gaming for the first time, as well as helping established operators plan for major changes, get more value from their data and increase profitability of their online businesses.


Online expansion is most naturally suited for multi- chain casinos with well- known brands, but single locality casinos can definitely make a go of it as well.


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