Everybody is selling the same products, be it
Manchester United to win or a live hand of Blackjack. Ultimately, competing around the product price has become incredibly difficult, particularly in European
markets where the prices are at rock bottom and there is not further margin to go. Instead, operators are
competing on the experience around their products and services, from the moment of registration and logging in to placing a bet and withdrawal.
Differentiating is about having a genuine, authentic, and localised product.
How far away is the industry from offering a personalised online experience?
GAMING1 has a strong data science team and it is a critical part of our journey to deliver a personalised experience. In gaming, personalisation exists to a degree with recently played and favourite games but we have not yet got to the level where players can login to an account that offers them a free bet following a win on Starburst the week before. Tere is a technical delivery aspect to that, but it is certainly the direction of travel.
With so little room to compete around price, how are online operators attracting new customers?
Everybody is selling the same products, be it Manchester United to win or a live hand of Blackjack. Ultimately, competing around the product price has become incredibly difficult, particularly in European markets where the prices are at rock bottom and there is not further margin to go. Instead, operators are competing on the experience around their products and services, from the moment of registration and logging in to placing a bet and withdrawal.
months and years. It is easy to flag the leading retail operators in these countries and we get in touch in a very personable way. Whilst there needs to be a network and brand to work with, the relationship between them and us needs to be aligned. We want people who share the same philosophy and culture. Having such a relationship is motivating and energising as it enables you to speak freely with these partners.
In terms of future market plans, we are creating a land-based network in France and are eagerly awaiting online casino regulation. We are also preparing to enter the Netherlands with a very strong partner. In the United States, we are speaking with an interesting group and have an interest in several Latin American markets.
With so many platform providers in the marketplace right now, how does GAMING1 set itself apart?
We convince partners that our model is better. When we speak with operators, discussions generally do not go into detailed specifics on
features although we wish they would, as we are very proud of our product. Our best-selling argument may be the success we have had in different territories as this speaks for itself. We leverage a lot on our unique technology and betting platform, but the localisation of our product is a key differentiator. Delivering a territory face is crucial.
Non-localised approaches just do not work. Young customers smell a lack of authenticity in anything they buy. Having that local partner on the ground to feedback on the language, content, product, communication channels, and presentation must be 100 per cent authentic.
An American website looks completely different from a UK website. If you are in Brazil, you do not use Portuguese, you communicate in Brazilian Portuguese. If you are in the United States, you show the money line, handicap, and total in a different way to other markets. Most tier one operators work from a central hub and do not smell the coffee or feel the pulse of a business on the ground - be it from a metrics or customer experience perspective.
Operators now have all the wonderful features and enhancements that did not exist five years ago such as Cash Out or Build a Bet - the sportsbooks of bwin and William Hill are vastly different to five years ago.
Despite this, the player experience ultimately comes down to one thing – speed. How many clicks does it take to register, login, deposit, and place an accumulator? So much research is monitoring these clicks, but the download speeds and page rendering time is just as important. Testing is vital on varying Wi-Fi connections, 3G, 4G and 5G, as well as on alternate devices beyond popular iPhones and Samsung’s to make sure the time players are setting aside for their accumulator on a Saturday is as short as possible.
If you make it difficult for someone to buy a cinema ticket to watch James Bond, they do not go and watch it at the cinema. People hold numerous accounts and very rarely do they choose an operator because of price. Often, players just want skin in the game. Reducing friction with fewer clicks encourages customers to deposit with you. Engaging players quickly is the key.
NEWSWIRE / INTERACTIVE / MARKET DATA P145
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