Review ICE TOTALLY GAMING 2016
Pursuing the Ultimate Player Experience
At ICE Totally Gaming 2016, Playtech CEO, Mor Weizer, described the future of the industry as one dependant on the growth of omni-channel. Speaking to a press panel on the first morning of ICE, Mr. Weizer explained that to remain relevant to
today’s customers, omni-channel, combined with intelligent data gathering, is the only viable option for the future.
Outlining the challenges now facing operators, from market regulation, new entrant competition and punitive taxation changes, Mr. Weizer’s view is that it’s Playtech’s responsibility to equip customers with the skills necessary to remain competitive, profitable and relevant in the future; adding that all future development and innovation will be led with the aim of creating ‘best-in-class’ industry omni- channel dynamics. His comments were aimed not just at online gaming operators, but inclusively he appealed to retail clients, even ones with just a handful of locations, to embrace Playtech’s omni-channel vision.
“We are seeking to bring together online, mobile and retail to create the ultimate customer experience,” said Mr. Weizer. “Tis is a seamless experience for the customer and one that links both online gaming and over-the-counter activities. Research has shown that more than 50 per cent of activities online are generated by
Combining supreme comfort and superb
service - Royal Stool Italian chair manufacturer, Royal Stool showcased two important design additions to its wide portfolio of stylish gaming chairs at ICE, 2016
Te first product from Royal Stool is the Tower Shift, a sliding chair base that connects slots players to their game for optimal comfort.Te second addition, and one that can be used in conjunction with the Tower Shift base, is Service Call.
Service Call is a stand-alone system, that P60 NEWSWIRE / INTERACTIVE /
247.COM StylGame’s Roberto Ronchi at ICE
allows the player to call for any kind of service or assistance directly from the playing station. Te system is conceived to keep the player focused on the game, and to provide a quality service at the same time. It works independently and does not interfere with
customers who also do business in retail environments. Analysis also shows that the 50 per cent transacting in both spaces are two- and-a-half times more valuable than single-channel players.”
Such is Playtech’s commitment to its ONE solution, that Mr. Weizer underlined the fact his company will now only develop products, innovations and content that fully service omni- channel functions. He stated that all future product releases from Playtech must service user channels across retail, mobile and desktop. He also emphasised the role that business intelligence will play in benefiting not just the operators, but the whole player experience.
“Better capabilities to operate and support bonusing and segmentation will enable operators to better understand their players,” said Mr. Weizer. “Analysis of customer behaviour and activities will deliver an
experience that is unparalleled in this industry. Te pivotal factor in defining the most successful operator in the market is going to be customer data. Tis is our focus. Not on platforms or products, but in the product space, one that is dedicated to intelligence gathering that can accommodate specific operator requirements to the benefit of the player experience. Tis is our key theme in 2016.”
Despite the acres of media coverage, omni- channel still only represents a handful of operators worldwide utilising a solution that offers a single player wallet. It’s an obvious frustration for Mr. Weizer, who described the challenge facing Playtech. “Te majority of operator offerings are very different from providing a customer focused solution,” states Mr. Weizer. “Without a single wallet you cannot provide players with a seamless experience. We see the gaming industry lagging behind e-Commerce in adjacent sectors and while many operators currently mine huge volumes of data - those using that data to enhance the player experience are just as few in number.
“I believe that if the industry were to use that data intelligently, we would be in a very different place right now. When given access to the data and tools in real-time, it isn’t surprising that Playtech customers grow faster than their competitors in the market,” he said.
other systems used in the hall and does not require any existing communication line, making it essentially cost free.
Speaking to Royal Stool’s Roberto Ronchi at ICE 2016, he confirmed the international focus of the latest range from the company. “We manufacture everything in Italy, but our main business is conducted in global gaming markets,” stated Mr. Ronchi. “Our office and distribution centre in Las Vegas is expanding to include Reno in the next few months, while in Europe we are branching out from our traditional markets in France, Italy and Spain into Eastern Europe over the next six months.”
At the show in London Royal Stool introduced five new chairs to its existing wide range of products.
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