GETTING TO KNOW…
we are the only one to have stated that as our “mission statement”. I think that most operators in our industry are too afraid of making a similar statement because what you are stating at the same time is that you will NOT focus (and most likely won’t attract) on what we estimate to be 75-80% of the market. Operators don’t dare to say no to that much. With exception of the likes of bet365 (sports and perhaps live sports (betting) being the clear positioning for them), LeoVegas (mobile) and very few others. I don’t know - or can’t think of - any others that have taken or willing to take/state what their positioning is. They all try to cater to all customers. I don’t believe in that. I don’t believe you can cater for all and deliver a great product or digital experience to everyone. I think that operators now are coming to that
realisation, while the lack of positioning is now compensated by (over)compensating the consumer/customers with immense bonuses/promotions. This is a very slippery road in my opinion and one that surely will cost significant margin at the end of the day as loyalty is based on purchased loyalty, not brand or product loyalty.
CIO: Why do you believe you’ll be “the next big
player”? EL: Table games, driven by live casino product, is
a part of the market that is big already, but one I anticipate to become even bigger. I believe we will create a proper brand within that segment. A brand that our customers will be proud to be associated with as table games have a different feel to them than slots and so does table games players feel as well. They see their game play as a matter of skill, performance and pride. I don’t think you would get the same description from a slot player about slots.
CIO: What steps do you have in place to achieve
your goal of becoming “the leading global table games operator”? EL: We have several in the pipeline, both from a
pure digital experience point of view, but also from a customer insight point of view. We will never ever think we fully know our customers and stop invest in getting to know them better. On the contrary, we will always invest in getting to know them better so that we can deliver an experience to not only satisfy them, but excite them. We are also building a very strong marketing department with very strong international connections.
CIO: You mentioned the research phase you
undertook. Can you elaborate on that process a little, and share with us any key findings that have
90 SEPTEMBER 2016
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