Pulse
IGAMING ANALYTICS QUANTUM METRIC
So how can companies stand out and differentiate? Perhaps some of the great consumer brands of our age can shed some light:
Apple - gave people what they didn’t know they needed.
Amazon - makes things so simple that there’s hardly any time to think before pressing ‘buy’.
Netflix - gives access to programmes viewers didn’t know about before, yet know they want to watch.
Nike - gives people something to aspire to.
Te list could go on, but there is one constant line running through these and many other successful brands - it’s all about the consumer experience. Consumer brands have realised this but, perhaps because gaming was so early on
the digital curve, it doesn’t seem to have sorted this yet. Tis might be even more ironic considering that the world’s gambling capital, Las Vegas, is nothing if not about the experience!
So perhaps this is the answer to standing out in gaming. Best Offer marketing does not necessarily equate to best experience. To buy something on Amazon takes as little as one click. In gaming, how many steps does a player have to go through to place one bet? Regulation and international expansion only increases the level of friction in this process.
But the rhetoric is all very well and good. Gaming is a data driven business, and data doesn’t like rhetoric very much. So why isn’t data driving these changes already? Some may argue that it is. Developers and operators alike would agree that most decisions about their product development aren’t made without some
Where one thing works well for an operator, it’s all too frequently jumped upon by other operators and copied. It’s therefore hardly surprising that sameness has become an issue. Nor does such a situation promote innovation in the industry. Why invest in innovation when you can just copy those who spend that money and get the same result? Perhaps more to the point, why change the status quo at all, when things are working so well already?
P106 WIRE / PULSE / INSIGHT / REPORTS
kind of evidence to back them up. But in gaming in particular all too often that evidence comes from competitors and their success. Where one thing works well for an operator, it’s all too frequently jumped upon by other operators and copied. It’s therefore hardly surprising that sameness has become an issue. Nor does such a situation promote innovation in the industry. Why invest in innovation when you can just copy those who spend that money and get the same result? Perhaps more to the point, why change the status quo at all, when things are working so well already?
Tere’s an appropriate quote that has multiple attributions for this situation. It’s slightly trite, but valuable nonetheless, “Winners focus on winning, losers focus on the winners.” If operators continue to be so focused on the competition, they’ll fail to notice the opportunities to improve themselves when they come around.
We can once again look at what’s happened in ecommerce for a reflection of what this can lead to. Te biggest player in online retail by an almost strangulating distance is Amazon. When Amazon came on the scene and started eating everyone else’s lunch in online sales, companies scrambled to sort their own offerings as quickly as possible. But they’ve never quite caught up. Tere are plenty of possible reasons for this, but in part it’s down to the fact that Amazon innovates, all the time, and in very small ways rarely visible to customers. Every week, the
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