Interactive MOBILE/ONLINE/LAND-BASED
allows you to grow, using your existing relation- ships as a base, in a market from which unli- censed operators are vigorously pursued. However, that is not necessarily at the top of reg- ulators’ wish lists for new gaming regulations, so your best plan should be to spend a lot of time forecasting, budgeting and working within the boundaries laid out by the regulators.
What should operators focus upon in the creation of their online equivalent? What are the biggest differences and how should operators manage their expectations?
Data, data, data. Smart, driven, experienced busi- ness intelligence experts are worth their weight in gold in this new ‘big data’ world.
Operators who exploit that data to the fullest will have the best chance of success in an online launch. Land-based casinos who move online and expect people to sign up and play,
simply because of the power of their brand, will fail.
Moreover, the biggest difference in managing players online and offline is the amount of data you get from your online players. Operators who exploit that data to the fullest will have the best chance of success in an online launch. Land- based casinos who move online and expect peo- ple to sign up and play, simply because of the power of their brand, will fail.
In terms of managing expectations, casinos need to avoid the Field of Dreams mentality. Running an online operation is hard work, and it requires specialist knowledge that may not exist within your organisation. If it doesn’t exist in-house – find it. You must be prepared to invest in people and the skills required.
How much land-based technology is linked to the online gaming experience? CRM, payment solu- tions, loyalty programmes, incentive schemes etc.?
The most important regulatory factor to consider is whether online operators without links to land- based casinos will be allowed in the market. The second is whether the regulators will be actively banning unlicensed operators from entering the market.
Also, do the regulations allow you to process deposits, withdrawals and online registrations through your land-based casinos? If so, this is
extremely positive for you, as it allows you to maintain the real-world relationship you spent so much money and effort building, whilst getting those customers’ online patronage. On the flip side, do they forbid you to process payments online? This would inhibit your growth and give a leg-up to any companies operating under the radar in your market.
The best regulatory environment is one that
One essential thing land-based casinos should keep in mind is that the online gaming sector is currently undergoing a massive shift from prod- uct-centric to customer-centric business models. Product is still very important – it must be mar- ket-leading or you won’t be able to compete on equal footing with the incumbent online casinos in your market. But, it’s not the only factor to con- sider.
The customer is king in this new world of one-to- many marketing and big data. How you shape your customers’ gaming experiences will in turn
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