GOODBYE 2016…
Adi Dagan, CEO & Co-Founder What has launch for beehive in 2016? Designing, developing and launching our
BEEHIVE
Elastic Player Clustering Engine. We have managed to solve a major problem marketers have been facing on a daily basis for a number of years now, and with a unique, innovative and intuitive solution that changes the way they work. The engine uses our segmentation algorithm to dynamically group players based on any criteria, from gaming habits to activity profile, deposits to demographics. To successfully leverage data it must be properly grouped from the outset; we can now offer this to our partners while still giving them absolute control over the categories and criteria they want to use to divide up their player base. It’s a real game-changer.
What do you think was the most important occurrence for the industry in 2016? The Ladbrokes Coral merger is huge, and
I’m really interested to see which direction the combined business will head in the new year. Paddy Power Betfair has really stolen the show of late, so it’s healthy for them to have a serious competitor snapping away at their heels. On the other side of the coin, I think 888’s failure to acquire William Hill will be a major setback for the operator. It is a very successful company run by some of the smartest people in the industry, but if they want to compete with the likes of Paddy Power Betfair and Ladbrokes Coral they are going to have to bulk up, and a major acquisition is the only way for them to do this.
What are you most excited about for the industry in 2017?
90 JANUARY 2017
We have plans to
expand our business into new
jurisdictions, and have our target set firmly on emerging markets in Africa, China, the Balkans and Central Asia. The egaming industry is growing at a rapid rate, with new regions licensing and regulating the activity. It presents a huge opportunity for companies such as ours to enter these markets and help operators make the most of big data from the outset; in more mature markets, operators are having to restructure their businesses and marketing departments, and retro-fit big data into their strategies. It is much better to do this from the get-go, and we are excited by the prospect of building a truly global business – and racking up some major air miles in the process!
Personalisation has been a major trend in
2016, and it will continue to be a hot topic come the new year. As such, suppliers are rolling out a raft of intelligent and innovative personalisation tools to help their partners harness the power of big data. Operators understand the need to gather data, but struggle when it comes to using the information they have collected to make informed decisions and improve the overall player experience. Here at Beehive we have a number of new tools in the pipeline which we plan to roll out with our operator partners in the new year to help them better analyse, optimise and monetise their customer base.
What are you most excited about for your own company in 2017?
Anything else you’d like to say about the passing of 2016 and 2017’s arrival? In a market where the big just keep on
getting bigger, smaller operators are having to bolster their arsenal with new weapons in order to take the fight to the power players. We believe that using data to better understand each individual player and offer them a tailored experience will be key to player acquisition and, more importantly, retention. And that is whether you are a titan of the industry like Paddy Power Betfair, or a smaller operator trying to build some traction in the market. Indeed, in some respects smaller firms are in a better position to embrace and leverage data, and offer players the personal experience they are seeking.
© fongleon/Adobe Stock
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