Interactive MOBILE/ONLINE/LAND-BASED


shape your success in your target markets.


How important is the exposure and expansion of a retail gaming brand into the online space at this time and into the future?


It’s dependent on the operator themselves. This is a question land-based casinos need to ask them- selves before expanding their operations online. And be prepared that it simply might not be the right move for your business.


If it’s not viable, there will always be a place for land-based casinos. Online casinos cannot repli- cate the social aspect of live gaming, at least not until virtual reality becomes reality.


What’s important to remember is that the rela- tionship between online and land-based is symbi- otic, and you can benefit from this relationship even if you choose to remain in the physical space.


Who are the players that are looking for this solu- tion and is it worth the investment to target them?


Players differ from market to market. In a country in which internet penetration is low, expect low conversions from offline to online, even as low as three per cent. In a market like this, where your overall traffic might be quite low, your important players will be your VIPs. However, if there are already lots of competitors also vying for their


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attention, it could be a poor investment to launch online.


But markets differ, as do demographics. And you need to find the right market for your brand and your product. Do your research and your model- ling: thorough market analysis and forecasting are essential, as they could highlight an opportunity well worth taking.


How successful have operators been so far in tak- ing their gaming experience online?


Unfortunately the answer is ‘not very’. But that’s not to say that it can’t be done. It absolutely can. A noteworthy example is Adjarabet, a very success- ful poker and casino company born from land- based casinos in Georgia. The very sensible strat- egy of focusing on their strengths and marketing heavily in a carefully delineated region has paid back in spades.


What are the biggest challenges operators are facing when trying to create their online offering?


The brand loyalty your players may have to incumbent online casinos is a big challenge, one often under-estimated or overlooked by casinos moving online.


Also, proper forecasting can be difficult if the sen- ior managers have never experienced the impact of affiliates, payment processors, hosting and


The brand loyalty your players may have to incumbent online casinos is a big challenge, one often under-estimated or


overlooked by casinos moving online.


other services not required for land-based casi- nos. Although you may not have the bricks and mortar, you’re picking up other substantial costs.


But if you’re willing to take on these challenges head on, opportunity beckons.


If you could offer advice to gaming operations considering an online launch, what would it be?


Be realistic. You’re entering a mature marketplace with many competitors. You need more than your brand power to be successful.


Know your strengths and weaknesses. If you spe- cialise in small, local casinos in a specific market, then work to capitalise on your localisation knowledge.


Be flexible. Prepare for change. It’s the one con- stant in this industry.


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