omni-channel solution, but also because it progresses the company’s aspirations to become the number one provider in the sports-betting sector. “Sports-betting is a US$100bn sector,” outlined Mr. Weizer. “Te acquisition of BGT, alongside our other sports-betting assets such as Mobenga, offers the ability for Playtech to provide one seamless journey from one single infrastructure supporting both retail and online . We believe that Playtech is not just well positioned, we are best positioned in order to execute against the Playtech One strategy in 2017 and beyond.”
Asked by G3 exactly why the Playtech One solution is unique at an ICE show filled with stands offering omni-channel capabilities, Mr. Weizer was clearly frustrated by usage of the catch-all term. “I have had this conversation with many, many operators,” he responded. “Omni-channel should provide a seamless journey that is based on one single infrastructure – not only from the content perspective of offering games to retail and online – but in the provision of service at an omni-channel level. Operators should have a single infrastructure and this is where we are uniquely positioned.”
According to Mr. Weizer, the holistic view of omni-channel is that it should ultimately be contained in a single infrastructure regardless of product lines, regardless of channels; including mobile, different types of web offerings – Flash, HTML5, download versions, C++, etc. etc. Playtech’s view is that having a single infrastructure gives operators the data they need to make the right decisions about their players’ needs. While others focus their offer on the content and talk a lot about the omni-channel ‘experience,’ Mr. Weizer is frustrated that competitors never, in his view, talk about the operator’s ability to serve their customers better.
“Omni-channel is all about the data,” underscored Mr. Weizer. “When I’m asked about mobile, I say that it’s yesterday’s story. It’s not relevant or interesting. A company that does not wake up each and every morning and say that every game must be released on retail, mobile and online at the same time, will not be able to succeed going forward. Tey may be able to make some money, but they will never be able to maximise the value of omni-channel.
“My view is that you have to take omni-channel many steps further forward into the data-age. We are moving to a period in time in which everything is data orientated. One single infrastructure can provide insights to operators that they’ve never experienced in the past. Tis is why Playtech is so different from the others.”
It’s Playtech and Mor Weizer’s view that the days of making a distinction between operators operating casinos, sports-betting, bingo etc., are long gone. “Tere are no boundaries any more. People should think about real-time data analysis, business intelligence and the value of insights that enable operators to evaluate players and better serve them both now and in the future. Tis is why Playtech is so different from others.”
It was a lengthy answer, serving to provide not just an insight into Playtech’s view of omni- channel, but also why the term was a bit of a dirty word at ICE 2017.
Richard and Andrew Cammegh
Cammegh spreads its bets at company’s
best ICE show ever Sides bets and the debut of the Mercury 360 RRS wheel proved the highlights of the Cammegh ICE booth
Te verdict from Cammegh, makers of the world’s finest roulette wheels, confirms that the ICE show 2017 was one of the best ever, with international visitation at an all time high. “I can’t remember another exhibition in which we’ve taken more orders at the stand, as well as a cavalcade of enquiries,” stated a jubilant Andrew Cammegh. “I’m sure, when we catch our breath, that this year’s ICE is going to be the most commercial successful show in which we’ve participated.”
Te reason enquiries have been so solid this year is thanks to a Cammegh range more focused than ever on addressing operator specific issues “Te love, craftsmanship and expertise dedicated to the research and development of this latest suite of Cammegh products has handsomely rewarded our investment at this show,” underscored Mr. Cammegh.”We’ve been inundated with new business and new customers each with specific requirements based on products that Cammegh has independently developed for this niche sector.”
Te Cammegh brand is the Rolls-Royce of the roulette/display segment of the market – these are not Cammegh’s words, but those of visitors to its stand in London. Te brand is so strong and so trusted, borne out of the quality and commitment Cammegh has poured into products such as its stunning Billboard display. “Operators have enthusiastically welcomed the range of features we’ve been adding our to Billboard displays,” stated Mr. Cammegh. “Features such as the ability to show results on neighbouring tables; productivity indicators; simple timed count- downs discretely displayed to pitbosses to help with turnover and monitoring of games; multiple screen layouts that are customisable not just for the operator, but for individual players at the casino. It’s this in-depth
knowledge and ability to bring to life operator- requested features that has made Billboard such a sensation with our customers.”
Yet another major hit for Cammegh at the show was RRS, specifically the latest Mercury 360 wheel with Cammegh’s patented Random Rotor Speed technology. RRS has been designed to combat advantage play, both in land-based and online casinos. Tere have been a number of high profile cases of 'advantage play', whereby players using mobile handheld electronic devises 'clock' the ball and rotor speeds to predict either the winning or losing sectors of a roulette wheel, obtaining a significant advantage over the house. To address this potential security risk, the Random Rotor Speed (RRS) feature, also used in Cammegh’s automatic wheel; Slingshot 2, randomly changes the speed of the rotor during the game, changing one of the variables the electronic devices used to predict the game’s outcome.
“Tis is the year that RRS has planted both feet on the ground in terms of becoming a viable product for the industry,” said Mr. Cammegh. “We already have installations in live and online casinos and believe the acceptance of RRS has not just reached, but vaulted over the critical tipping point. Te enquiries we’ve had for this product have shocked us, given its relative infancy, and we’re delighted with the acceptance of a technology that helps protect operators and extends the period of play before ‘no more bets’ is called in online gaming.”
Cammegh’s range of side games continue to perform strongly and the inclusion of Spreadbet Roulette as part Novomatic’s multi- player terminal offer is an exciting development that gives the game real credibility as an add-on to roulette both in multi-player and live table environments. “Working with Novomatic has made people stand up and think about the viability of Spreadbet Roulette in their location,” said Mr. Cammegh. “It’s a fantastic stamp of approval that the game truly deserves. Being a genuine specialist in roulette, so focused on displays and wheels, gives us a real edge with our customers, and judging by the traffic to our booth at ICE, it’s a message that’s resonating across all international markets.”
NEWSWIRE / INTERACTIVE /
247.COM P69
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