all our efforts into ensuring that every type of game is available and easy to find. A great way for us to facilitate this is with our weekly review of failed searches.


If a game is being searched for a lot and we don’t currently offer it, then we will of course attempt to integrate it into our portfolio as soon as possible. Tis way we can ensure the customer is getting what they want with minimal chance of being overwhelmed.


How do you focus players attention to areas of interest? How do you guide the player to navigate the site in the way you'd like?


Tis is achieved most effectively via the categories on our websites. Depending on the brand and market, we will create the most relevant sections for our players. Game tags are also very useful when trying to focus a player’s attention on a particular game title.


Using tags such as new, exclusive or jackpot really helps to draw a customer’s attention. We’re doing a lot of work on developing this technique, through pulling more data from API’s we are also able to identify items such as the ‘hot’ jackpots, which will be the next prize pots to drop.


Customers seeking jackpot games will be attracted to these tags and get more satisfaction from their experience when they recognise that the information we’re giving via these innovative tags is reliable. Tis really helps in


We mitigate the chance of a player being overwhelmed by choice through putting all our efforts into ensuring that every type of game is available and easy to find. A great way for us to facilitate this is with our weekly review of failed searches.


building customer trust, once they recognise that we are genuinely adding value to their gaming experience and empowering them to make more informed decisions.


Are there limits to the technology currently used to create lobbies? What is the next innovation?


Yes, there are technological limits. In our case, we have so many games but only a limited amount of categories to sort them into. For us, the next step is in effectively being able to present the most relevant games to the audience.


I believe that the next innovation already exists within the market, with personalised engines that help to order and support lobbies,


NEWSWIRE / INTERACTIVE / MARKET DATA P125


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