Events
IAGA SUMMIT New York 2017
Omer Sattar, Co-Founder and Executive Vice President of Strategic Initiatives, Sightline Payments
Omer Sattar has over 10 years operations experience in the gaming payment industry. He previously served as President of UB Ventures, a service provider to the prepaid card industry. Prior to this, he was Senior Vice President of Cash Access Services for Global Cash Access where he had P&L responsibility for over $350m in revenue and over $75m of EBITDA, and was an integral part of the team that launched GCA’s products and services in Macau. Prior to joining GCA, Mr. Sattar was the Vice President of Product Development and Sourcing for Phoenician Imports,
Inc.In this capacity, he gained extensive experience living and working in mainland China.
The responsible gaming consequences of technology
A hot topic being discussed within the global gaming industry is the issue of attracting millennials / Generation Y players. Te growth of skill-based, fantasy sports and social games that appeal to new players raises new challenges with respect to educating consumers on ‘responsible’ ways to play. G3 talks to the experts discussing this topic at the IAGA Summit in New York this month
How do you attract a new generation of players, while doing so in a responsible manner?
Omer Sattar: It is unequivocally true that the world is changing and by most accounts, at an ever rapid pace. Te key trends applicable to gaming are convergence of channels and the rise of social interactivity. In order to better understand the convergence of channels we in the gaming industry should recognize that the definition of gaming needs to broaden beyond what we have considered to be gaming over the last few decades.
Constance R. Jones Director of Responsible Gaming Association of Gaming Equipment Manufacturers (AGEM)
Constance Jones is Director of Responsible Gaming for the Association of Gaming Equipment Manufacturers (AGEM). Her role has helped to strengthen the bridge of communication and understanding between the gaming industry, specifically that of a gaming technology providers, and the problem gambling communities. Jones, a twenty-year veteran of the gaming industry, has presented at numerous conferences and events on the gaming manufacturer’s role in RG and the evolution of RG technologies.
P60 NEWSWIRE / INTERACTIVE /
247.COM
Today, we should be looking beyond content delivered on slots and tables at traditional B&M venues to the same content being delivered on a mobile device on or off property or even at a state lottery. Not only that we have to think about how Fantasy (daily or otherwise), eSports, skill based, social, or other forms of “gaming” are being interacted with by patrons. “Gaming” delivered in the form and format that the patron prefers, all tied to loyalty, with the ability to share with friends/family/and the world at large, is the meta-trend of our generation, and one that we must contend with. Te lessons of responsible gaming learned at slots and tables over the last generation need to be applied to this meta-trend in order to protect the integrity of gaming for what it should be, strictly entertainment.
Te first step to such action is to recognize that gaming is no longer just what we used to think as gaming and that convergence is coming. Once that is recognized and accepted by the suppliers, operators, regulators, legislators, responsible gaming researchers and academics, and various other constituents, we as an industry can collectively work to apply not only existing learnings but devise new ones that better suite this evolution of gaming.
Connie Jones:Te advertising guidelines in the ‘AGA Code of Conduct for Responsible Gaming’ are still
applicable for promotions of both online and land based casino games. Tey state that marketing materials will not: Contain images, symbols, celebrity/entertainer endorsements and/or language designed to appeal specifically to children and minors. — Feature anyone who is or appears to be below the legal age to participate in gambling activity. — Contain claims or representations that gambling activity will guarantee an individual’s social, financial or personal success. — Be placed before any audience where most of the audience is ordinarily expected to be below the legal age to participate in gambling activity. — Imply or suggest any illegal activity of any kind.
David Trunkfield:Attracting a new generation of players requires marketing to the players through appropriate channels with appropriate messaging, and providing the gaming experience in a form/channel that reflects how that customer base prefers to interact. A good example would be the UK bingo industry, and the traditional land based business vs the online bingo industry which has a much younger consumer demographic. Doing so responsibly requires maintaining strict safeguards on player identification, and awareness of how different advertising mediums/platforms need to be managed to ensure promotional messages are reaching the right audience.
Is technology the only way to bring Generation Y players into traditional gaming venues?
David Trunkfield: I believe it is about using new technology to enhance the existing core gaming offer, rather than necessarily throwing out traditional content and venues - for example self serve betting terminals in UK betting shops, wi-fi provision, enhanced display screens etc
Connie Jones: No. While technology is certainly the primary vehicle for interesting Generation Y players, I
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