Interactive


LAND-BASED AND DIGITAL PLATFORMS


GAMING1 & R. FRANCO DIGITAL


and when a customer transitions, you should expect them to be looking for the game formats they’re used to playing when they go into our gaming halls.


It works the same in reverse; if an online player enters a casino for the first time, they’ll likely gravitate immediately towards what’s familiar. At the end of the day, it’s all about customer experience and delivering a synergy between offline and online that can ease the transition.


From a marketing standpoint, what advice do you provide operators setting up online for the first time?


Javier: First and foremost, your operation has to be underpinned by technology which is reliable and stable. If a customer doesn’t experience any technical difficulties on their first visit to your site, they are a lot more likely to return. Te best marketing tool is a world class product – and you won’t get away with cutting corners.


Optimising your offering for mobiles and tablets is also critical, since those devices are used by an outsized proportion of players, especially when it comes to the new generation of player and emerging markets.


Sylvain: If you’re a land-based operator expanding online, then the path to success is clear – use your database of players who know and trust your pre-established land-based brand.


Reinforcing the strength of your awareness here is going to be key, as it’s both essential for acquisition and migration in the short-term, as well as setting yourself for long-term success. Making sure you have the right resources and expertise in digital marketing, affiliation and CRM and the like is also going to be essential.


plenty of similarities between land-based and digital products. Online sports betting, slot titles and roulette have a lot in common with their respective land-based versions. Te biggest difference is that, while the latter is a sociable activity, the former tends to be a solitary one. Simply put, the shared gaming experience with colleagues and friends is an experience that cannot be replicated online.


Sylvain: Easy access to a range of products is crucially important at every stage. Accordingly, it’s a strong advantage when you already know the player’s favourite games when migrating them to online.


Of course, player preferences do not change,


If you’re a land-based operator expanding online, use your


database of players who know and trust your land-based brand. Reinforcing the


strength of your awareness here is key, as it’s both


essential for acquisition and


migration in the short-term, as well as setting yourself for long-term success.


Last but not least, and in my view, the most important, make sure your retail staff are well- versed in your digital project, so they become your best partners to convince your players to convert to online.


We are increasingly seeing land-based operators transition online as they adapt to varying global restrictions. How does this transition change for mature markets such as Europe compared to emerging markets like Latin America?


Sylvain: We don’t see too big a difference between Europe and Latin America. Te pandemic has the same effects: lockdown, reduced opening times and the closure of facilities. Whichever the market, it all leads to


NEWSWIRE / INTERACTIVE / MARKET DATA P77


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