Pulse
MANAGING SLOT CATALOGUES BETSSON - OPERATOR’S VIEW
Betsson: Are you being served?
How do operators maintain a fresh and updated slots offering whilst also delivering proven
popular titles that remain player favourites? Ciara Nic Liam, Commercial Director – Gaming at
Betsson Group, details the methodology behind slot management and explains why suppliers must prioritise the way in which they
communicate game narratives to help operators understand how the title can be best promoted.
our platform and various brands. Whether it’s favourite games, recent games or recommended, we always endeavour to present games in such a fashion that whatever the customer is looking for, the game lobby will help them find it.
Ciara Nic Liam, Commercial Director – Gaming, Betsson Group
What is the primary purpose of the game lobby?
For us, the lobby is best used for surfacing and exhibiting game content to our customers. We have over 5000 games available on our platform, so considering the sheer volume of games we host, the lobby is perfect for enabling customers to easily find the game they want.
Te way we categorise and layout our games in the lobby is specifically designed to enhance the customer’s journey of exploration throughout
Another key purpose of the of the game lobby is to encourage our players to trial new content. A great example of this can be found in our Finland offering where we introduced a ‘value for money’ category, perfect for low volatility customers looking for real entertainment value.
Being able to hold a customer’s hand through their playing journey is the most important thing for us, leading them to the content that we know they’ll appreciate. Te game lobby is a perfect way for us to do this.
How do you differentiate your game lobbies from other operators?
Our decisions and product offering strategies are driven mostly by customer insights. Te knowledge that we already have on our customers and Google analytics, coupled with key player behavioural data from our suppliers,
Unfortunately, finding the perfect number of games to display in the lobby is not a straightforward task. Every game we launch
will of course have an impact on site performance, so there is no perfect ratio in that sense.
P124 WIRE / PULSE / INSIGHT / REPORTS
enables us to tailor content for our customers effectively.
Our ability to be intuitive and fully understand what the player wants and then deliver this to them in a timely fashion is our core USP and a clear way to differentiate ourselves from competitors.
Who makes the ultimate decision about which slots feature in the game lobby? How extensive is the decision-making process?
Ultimately, the decision is with our Head of Games. He has over 20 years of experience in the industry and has a very broad, generalist range of knowledge relevant for all the markets we operate in. Partnering with our various team’s regional experts gives him an advantage of real ‘on the ground’ insight, enabling us, as a company, to make the most informed decisions and get the balance of games just right.
How many games make up the lobby? Is there a perfect ratio to avoid overwhelming the player whilst providing a diverse range of titles?
Unfortunately, finding the perfect number of games to display in the lobby is not a straightforward task. Every game we launch will of course have an impact on site performance, so there is no perfect ratio in that sense.
However, we mitigate the chance of a player being overwhelmed by choice through putting
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