Interactive PAYSAFE - THE APP ECONOMY
With the growing app economy breathing fresh life into the sector, iGaming and online gambling is a safe bet for operators. A study from Juniper Research suggests the sector will draw over $1 trillion in revenue by 2021, demonstrating the potential rewards awaiting operators that offer players an effective and seamless online offering. But with opportunities come challenges...
Optimising data and analytics for competitive advantage
Alessandro Bruno-Bossio, VP Sales & Operations for Digital Wallets, Paysafe
Alessandro Bruno-Bossio serves as Vice President Sales and Operations, Digital Wallets of Paysafe Group plc, where he is responsible to strategically develop and implement growth opportunities and overseeing the Customer Service, Merchant Services, Sales and Payment Operations teams for the Digital Wallets division, which include Skrill and NETELLER.
With over ten years’ experience in business development strategy, account management and leading operations, Alessandro joined Paysafe in 2011 from
PokerStrategy.com where he worked for two years, initially as Customer Service Representative, Key Account Manager and finally as Business Development Manager. Prior to that, Alessandro worked for Gem and Ricardo in a variety of sales and business development roles. Alessandro is polyglot and holds a bachelor degree in Business Economics, Management, Marketing, Communications, Business Analysis and Research from Università degli Studi di Udine, Italy.
P80 NEWSWIRE / INTERACTIVE /
247.COM
Te sector is alive with competition, which means driving an advantage – wherever possible – is crucial. Recent developments in the way gamers can now access services is particularly important. As of August 2017, Google has allowed gambling apps on the Play Store, signalling a new immersive future for users to interact with their favourite games at the tap of a button.
With online gaming real estate moving into new digital territories, operators are beginning to gather greater quantities of data about their customer base. Tis data, when used to its full effect, can create an even more seamless and convenient user journey for players.
Fundamental to the user journey is the payments experience, which is enhanced not only by tailoring the payment methods available to consumers for depositing, but also ensuring speed and flexibility to those withdrawing money. Gaming operators that develop a thorough understanding of data footprint and how each payment method performs, and utilise it to enhance their customer experience tend to be one step ahead of their competitors.
However, optimising a payment offering is not a black-and-white process – 46 percent of cart abandonment issues occur at the payments phase. Payment preferences are not only influenced by the evolution of technology but they also differ between cultures and geographies, and in order to optimise a payment offering to derive local relevance, operators need to be aware of these preferences and be able to adapt and respond to the idiosyncrasies of the
markets in which they operate.. While it’s important to offer a range of payment methods, operators must avoid falling into the trap of confusing consumers by offering methods that they may not be familiar with. For instance, operators could offer the top five regional payment methods at the payments page, rather than overwhelming them with a long list of options that have little relevance. Ultimately, understanding the payments offering is a delicate but crucial hurdle to overcome.
All of this contributes to the emergence of data and analytics as a critical tool for enabling gaming businesses to drive greater relevance for their consumers and establish a competitive edge. So, how can operators go about optimising data and analytics capabilities?
TECHNOLOGY Te first stage for gaming operators in optimising
data and analytics is ensuring they have the technological capacity to do so. A business can employ the brightest analytical minds in the world, but it cannot enhance its processes without the technology in place to capture, organise and examine data in a timeframe that reflects an increasingly competitive marketplace. As such, gaming operators should begin the optimisation process with a full evaluation of the IT estate and its ability to record, present and process situational data in real-time.
In the digital era, the necessary degree of analytical precision is accessible through APIs, which enable operators to stream and manage data points from across channels, and present
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