We all have our own idea of what success in the future looks like. The 2016 EiG agenda will demonstrate that the tools to forge a pathway there can found on both sides of the coin, looking inside and outside of our industry.
leading online luxury travel boutique, providing brilliantly tailored real life experiences every day. Boosting customer experience is a strategic issue but also has more technical aspects that need to be addressed for best results. Whether it be through consolidating data pools or intelligent messaging, Tamara has a range of experiences and insights to share that will help guide you on your pathway to data mastery.
THE EVOLUTION OF SPORTSBOOK Te first online sports book was
a balanced relationship between marketing and data really consists of, enabling a higher ROI.
EXPLORING NEW TECHNOLOGY Te ever-expanding range of devices coming to
market can also be a huge advantage that we should exploit. Trough new innovations such as VR, AR, the iWatch, smart TVs and Microsoft HoloLens we are now able to engage with consumers through a range of incredibly interactive platforms.
Te success of such innovations is probably most blatant with the recent success of Pokémon Go when it was released on the app store. Te clever use of AR (Augmented Reality) enabled it to generate 100 million downloads between July 6th and August 8th 2016 with a three-day retention of over 60 per cent (
www.businessofapps.com/pokemon-go- usage-revenue-statistics), demonstrating an engagement level difficult to match by any benchmarks previously set. Tis is clear evidence that these products most certainly have the potential to take the iGaming industry to its next milestone in consumer engagement.
EiG’s keynote speaker is Phillip Shoemaker, Senior Director of the Apple App Store (San Francisco) and was the driving force behind the first ever initiative that allowed gaming apps on their platform. He is also a busy advocate for the tech star-up community and is an angel investor. Phillip will explore the process he went through to push through the gaming initiative internally and what he expects the future trends to be in this space. He will also express his thoughts on best practice on managing
gaming/mobile integration and how this will influence the future of mobile gaming tech innovation.
UP CLOSE AND PERSONAL Te main benefit of collecting consumer data is
to ‘Extend the customer conversation’ according to Money Supermarket Chief Data Scientist Orlando Machado (for more info on this please check my article on
www.totallygaming.com). By extending the conversation you get know the needs and wants of your customer base, providing a clearer pathway to increased engagement and revenue. Traditionally gaming companies have relied on increasing the range of games and special bonus offers to boost users but this, long-term, will only help to shorten margins.
We know that personalisation and customer experience is the key to increased usage and loyalty. In a recent survey by Talend (
www.talend.com), results showed that 72 per cent of the sample says that their preferred bookmaker does not offer them a personalised service. Also, considering the fact that more than two-thirds of respondents (67%) stated they would stay loyal to the brand if offered a more personalised service, it’s clear that there is still a large demand for a personalised service in the market.
Te question now becomes: how do you readjust your operations in order to be more customer centric?
Tamara Lohan MBE is the Founder and Chief Technical Officer for Mr and Mrs Smith, the UK’s
www.intertops.com in 1996 (according to
www.rightcasino.com) and over the last 20 years the industry as undergone major advancements and grown into the global, commercial ecosystem it is today. However, its core products i.e horseracing, dog racing, football, tennis, rugby etc have never really changed, until now. With the emergence of a new breed of gamers whose sport is a computer based skill game, the sportsbook industry has been forced to look at things differently. eSports games such as League of Legends and World of Tanks have a user base of well over 60 million each (Source:
www.statista.com). With mass engagement levels such as this expected to increase, there is an even greater potential for responsible wagering opportunities and a new revenue stream for the iGaming ecosystem.
Rahul Sood, CEO of Unikrn, the world’s leading eSports wagering service is coming to Arena Berlin in October to bring us up to date on what’s happening in this fast growing sector and will explain why eSports should be (and in some cases already is) considered as part of the online operators’ everyday sportsbook. Te likes of William Hill, Betway, bet365, Dafabet, Danske Spil and Sky Bet all already have eSports wagering integrated into their services. Rahul will help EiG delegates understand why this is not just a hot trend but instead the evolution of a market.
TWO SIDES TO THE COIN Te future of the iGaming industry is very
promising. With new jurisdictions opening up around the world, the potential for growth is exciting. As mentioned at the start, we all have our own idea of what success in the future looks like. Te 2016 EiG agenda will demonstrate that the tools to forge a pathway there can found on both sides of the coin, looking inside and outside of our industry.
EiG will take place from 18th – 20th October at the Arena Berlin. For more information on speakers and the full agenda please visit
www.eigexpo.com. We look forward to seeing you there!
NEWSWIRE / INTERACTIVE /
247.COM P115
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