Interactive
CASINOBEATS MALTA MARCH 22-24, 2020
Warren Russell will take his seat on the Global Payment Expert track at CasinoBeats Malta. We ask Warren “The Big Question.”
“What is the single biggest matter facing the payments sector in 2020?”
Te use of personal data within any organisation is a topic that divides many. Te expectations of GDPR to protect personal privacy and misuse of data, which most would agree is a positive, often conflicts with business development and the need to use customer and prospect information to maximise revenue opportunities. However, if used correctly PII can offer enormous benefits for businesses.
Nowhere more prevalent is the use of personal data than in payments, especially when you consider that payments are integral in almost every part of our lives from ecommerce, to betting and gaming, to protection, to utilities…etc. one could argue that our bank account and where we spend our hard earned money is the most sensitive of information to us all.
As we move into the era of open banking where we are going to be able to release our banking information to whomsoever we wish, this is going to open up the possibility for huge benefits for the consumer and businesses they interact with alike, but also present a significant opportunity for abuse.
possible in a really immersive experience. We are taking steps all the time to improve and refine our live casino product, and our focus is very much on providing a premium offer. Te fact that we have recently launched Roulette Live From Crockfords – one of the most prestigious gaming venues anywhere in the world – is a clear example of that.
It would therefore be at odds with this strategy to be looking to entice players with bonuses and added rewards. Te incentive to play with us is absolutely because of the stand-out service and experience we provide. Tat being said, there is an expectation around certain incentives and we will continue to offer them where appropriate but it will not be our main focus.
How do you cross sell slots players into live casino?
One of Genting’s USPs is the variety of our product offering. We have a global land-based presence – from Malaysia, Singapore and Egypt to the Bahamas, New York and Las Vegas – plus a diverse product range online encompassing casino and slots games, live casino and a comprehensive sportsbook. Terefore our ability to cross sell certain elements of our business in to other areas is significant, whether that be via our website, CRM, across our social channels, in casino, etc. We do it where relevant and appropriate though. We
understand our customers don’t want to be bombarded with cross promo messaging, but equally they appreciate being made aware of products relevant to them. We take quite a personalised approach to this and will communicate with our customers on topics relevant to them and in the format they find most convenient.
With the lines between product offerings blurring, should the sector revisit concepts to gain new relevance with changing player needs and emerging technologies?
Firstly I think it’s worth clarifying that of course we are an operator not a supplier or developer, and so to a certain extent we are at the mercy of our suppliers on this one. Having said that, of course we are always looking for new innovations in the sector and will work with those suppliers who are able to provide those innovative experiences if we believe they enhance player choice and enjoyability.
Any innovation that does, as you say, cater for changing player needs is something we would be interested in and emerging technologies are making some new and exciting things possible for sure. Lightning Roulette is the obvious example where a traditional casino game has been turned in to a higher energy experience and player feedback on that product has been good. So we’d absolutely be open to looking at other new concepts similar to this.
Warren Russell CEO, W2 Global Data
In 2011 Warren founded W2 and has built it into a dynamic, cutting edge platform provider offering a simple plug in solution to facilitate digital onboarding and ongoing customer risk management. The proprietary software W2 offer simplifies the complex process of compliant due diligence incorporating all elements of Know-Your- Customer, Anti-Money Laundering and Anti-Fraud required to maximise customer conversion.
As CEO and founder Warren has ensured W2 remained agile and adapted to turbulent market conditions, an exponential influx of competitors and the need to explore new geographical and market vertical opportunities.
NEWSWIRE / INTERACTIVE / MARKET DATA P145
As PSPs race to get new and innovative products out to market that leverage the likes of AI and ML, are they doing everything they can to protect the security and integrity of PII? – Te correct, or incorrect use of personal data must be the biggest matter we face.
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