CODETA
shaped your product? EL: We started off with quantitive studies to
understand our target group better in terms of age, income, what they spend on online gambling in general, and also what they of course spend within our positioning table games. Then we conducted qualitative studies to understand more about the rationale behind their behaviour: how they looked at life in general, what they were missing with today’s offering etc. Our key findings within our own target group I would say was that they were younger than we had imagined. I would say that the key findings were their drivers and what made them choose to play table games (amongst other gambling/casino products): skill, performance, pride, recognition and the games themselves
CIO: What is it you think the players have been missing?
EL: All of the above! They don’t feel like any
operator are currently seeing or recognising them for the above drivers. Operators bunch these players together with other casino players, (ie slots players!)
CIO: On first visit to your site it doesn’t immediately look any different to the many other online casinos. How will you promote yourselves to counter this? EL: I think we definitely will constantly improve
the site, including adding features (based again on consumer insights). I think however we ARE different. The site is very much focused on the games themselves rather than (as competitors) trying to “sell” games, promotions and then some. We have carefully selected the providers and specific games we think (and I would say know) consumers want rather than thinking and letting the consumers having to make that choice. I make that statement very intently as it isn’t about giving consumers the power or wide variety of choices. I would argue that today’s operators don’t have the
guts to make the choice for their consumers because they don’t know them or they don’t dare to potentially lose one! I mean how can consumer make, and oversee, an informed decision amongst 1000’s of games? Impossible. Add then today’s various sites also promoting multiple promotions in addition to all the games. You end up with an absolute mess and a jungle that no one can navigate through without feeling nausea.
CIO: What are your plans for the next three months? And what are you goals for the rest of 2016?
EL: Nordics is our focus during the summer from a
marketing perspective. During the same time, we are carefully planning our launch into the UK and DACH after the summer as well as make further improvements to the site (
www.codeta.com).
SEPTEMBER 2016 91
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