gamification finally looks set to make real inroads with operators and suppliers, with SIS thankfully at the sharp end.
Te likes of Ladbrokes and William Hill continue to invest in their own platforms to reward players for increasing their activity across the portfolio, which is certainly a step in the right direction.
Tere are even more possibilities too. For suppliers, adding gamification to a product offering can mean huge uplift in engagement and conversion rates. For operators, it can be a way to make more out of the close partnerships that already exist between football clubs and many bookmakers.
For example, during Euro 2016, we worked with Everton FC and Coral to test a score predictor game, which quickly proved a real success. We were seeing a third of visitors to the scorepredictor site registering with the service, which goes to show how willing football fans are to engage with this type of gamification activity.
In addition to the customer benefits, data
There’s a significant
opportunity to use gamification to reverse the trend and halt that race to the bottom of the
odds. The data side helps them to understand their customers, while the gaming side draws on their tendency to engage
with games and also provide an opportunity to crossover
into real-money wagers with the operator.
capture possibilities provide further advantages, which mean that the gamification features evolve to become ever more tailored to their audience.
As operators battle to increase punter loyalty – something that has been waning with the increase of omni-channel delivery and mobile
usage – there’s a significant opportunity to use gamification to reverse the trend and halt that race to the bottom of the odds. Te data side helps them to understand their customers, while the gaming side draws on their tendency to engage with games and also provide an opportunity to crossover into real-money wagers with the operator.
Tere are further opportunities outside of football sites and sportsbook too. Tere’s no reason that gamification cannot play a wider role in the development of real money casino games or, as SIS have already begun to develop, make changes to the attractiveness and effectiveness of virtuals.
Perhaps the most exciting aspect of the mini- revolution that is beginning to evolve is that the introduction of real gamification techniques heralds an era in which the betting and gaming industry is no longer playing catch up with the rest of the tech world. If innovative suppliers can form the right partnerships with experts from those specialist tech areas, be it game development or gamification tools, such as SIS is already doing, we’ll see a huge increase in the development of the sector. Exciting times ahead.
NEWSWIRE / INTERACTIVE /
247.COM P119
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