DANIEL WHITELEY Chief Technology Officer
Because of how we've architected our systems, a lot of that complexity has been hidden away in the back-end, allowing us to focus on purely the app and how that should function and feel for the end customer. End to end, the whole process has taken us about six months, but we were delivering value from the get-go through iterative development.
If you look at industries outside of iGaming, there is a shift towards
having apps for various kinds of products and services... Having the app available in-house allows us to position ourselves as a full-service
platform provider across channels, as well as showcase the exciting products we are building, testing, developing and positioning.
then layering that up, building on it and evolving the features as we go.
Te app is certified by both Apple and Google for use in Germany. What are the challenges in receiving certifications for the app across both, and why Germany first?
Dan: We chose Germany-first as we're a subsidiary of our parent company, MERKUR GROUP, so we have a lot of contacts in the German market. It naturally makes sense that we focus on the German market initially. In terms of the challenges around compliance, there are complexities around what features are available and geo-compliance so you can't use an app outside geographic borders. We have partners who specialise in geolocation for who we can provide test accounts to whitelist their access meaning that, for all intents and purposes, it looks like they're in Germany but they're not. We can allow them to bypass those checks in a test-only mode which allows them to certify different aspects. It's a combination of how we set the system up, our compliance security controls and our geo providers. It's never plain sailing, but we always get there in the end.
Jess: We operate in some of the most highly regulated markets in the world such as the UK, Germany and Ontario to name a few. Attaining those certifications meant we could adopt best practices for getting certified with the app as well. We've got a highly experienced team that are familiar with stringent certification processes that can be very intricate such as the different requirement processes for Apple and Google. We were prepared for the effort it would take to get
JESSICA MARRS VP Product Marketing
certified on those platforms. Working with the partners we have integrated for things such as geolocation and casino content, we ensured it was as smooth a process as certifications can be.
Another product development at ICE was the previewing of a new Dynamic Segments tool. Could you tell me more about the tool and what use cases it has for player segmentation?
Dan: It's an interesting area for innovation in terms of how do we more with the data that we hold and how do we make it easier for the end-customer? Our customers need to be able to dig into this data and effectively slice and dice it, coupled with real-time events so that they can formulate tailored and customised promotions and campaigns. Tis is all under the umbrella of player engagement, player experience, and then crucially relevancy whilst making sure we're compliant. Te Dynamic Segments tool is the aggregation of all those different data points. We have thousands of different data points so how do we bring that together? How do we surface that into something that's consumable and easy to use by an end customer so that they can pull these data points together, effectively build a cohort of players and run tailored promotions? Tere's a lot of technical work involved.
For our longer-term roadmap, we want to leverage aspects of artificial intelligence and machine learning around the Dynamic Segment tool. We want to make the data more conversational in terms of talking to the database a bit like the ChatGPT's of the world meaning we can put in a natural language human request, have all the complexities hidden away and get something that's highly relevant.
67
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142
