Interactive MOBILE/ONLINE/LAND-BASED
l Choose to build internally or go with a platform provider.
l Decide what user interface, including naviga- tion, colours schemes, features and functionali- ty will determine your customer experience.
lWork hand in hand with your designer (or plat- form provider) to flush out the user experience design (UX).
lWhat type game of content will available on your site, slots, poker, bingo, blackjack, etc
l Determine who will provide that content and where it will come from.
l Prepare for the build with a realistic launch date and interim milestone dates that can be met.
l Once the site is launched make sure you have technical and customer support in place.
l Be committed and prepared to have a realistic marketing budget and the talent, whether internal or external to execute your plans,
l Have the right reporting and analytics tools in place to track you success and ROI.
What scale of gaming operation is this suitable for - ie. multi chain, single site?
A good social casino solution can be suitable for any size client, small to large. Keep in mind that
the primary purpose and priorities of goals may be different depending on scale.
Are there any additional regulatory factors that should be considered when considering this solu- tion?
For an online social casino solution in the U.S., no not at this time. For real money gaming, there are a host of regulatory factors depending on the state. Right now, in the U.S. only New Jersey, Delaware and Nevada have passed online real money gaming legislation.
What should operators focus upon in the creation of their online equivalent?
Extending their brand and loyalty program online with an engaging and exciting platform to provide a home for their existing players and use that platform to market and get those players back through the casino door.
How much land-based technology is linked to the online gaming experience? CRM, payment solu- tions, loyalty programmes, incentive schemes etc.?
It can be all of the above that you mentioned and depends on what makes sense for the casino operator.
How important is the exposure and expansion of a retail gaming brand into the online space at this time and into the future?
In a word, Critical. Stay in the past at your own risk.
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 most important thing for a smaller operator is to manage expectations about what an online social casino will do for them. Yes, there have been many missteps and casino operators feel burned by past experience. This is new ground for the casino industry and the business models, technology and providers are evolving to bring better solutions to the market. Education and knowledge is key for the operator, a fundamental understanding of real money vs free 2 play virtual goods model is critical.
Who are the players that are looking for this solu- tion and is it worth the investment to target them?
As I stated in the question above we are in the very early stages of the market for online white- label social casino solutions for casino operators.
Essentially, we are really talking about a version of cloud computing here offering a particular service. It is certainly worth the investment if you have your act together with the right solution, business model, marketing, PR and sales strategy in place. Is there risk, of course, any good oppor- tunity comes with it.
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