Pulse
IGAMING ANALYTICS QUANTUM METRIC
company has thousands of small product update releases. It iterates and experiments, tries and fails, tries again and succeeds. It uses data to drive constant evolution to provide the single most engaging and irresistible digital buying experience available, all based on real- time direct and indirect customer feedback.
Such resources almost certainly feel beyond the capacities of gaming operators, so how can they reproduce such a staggering situation?
Agility in response to changing market conditions is also something that can’t be ignored in the discussion. Tere are many currently waiting to see what new regulations will come out from the government in the next month, after what must be an exhaustive round of consultations. Being genuinely customer centric is certainly part of the answer. Companies that already provide what customers want or need, such as sustainability- based player-protection measures, are well situated to be able to fit into regulation rather than having to adapt too much to adhere. But, when combined with the growing threat of international competition, the need to be agile is all the more important.
One solution is offered by Continuous Product Design (CPD), a methodology that takes agile development to its next level of evolution. Using real-time player signals from real customer sessions, companies can see how players are behaving on-site, and where they
Companies that provide what customers want or need, such as sustainability-based player- protection measures, are well situated to be able to fit into regulation rather than having to adapt too much to adhere. But, when combined with the growing threat of international competition, the need to be agile is all the more important.
are struggling. By monitoring 100 per cent of site or app experiences, any friction points and bad experiences can be spotted and raised for a fix. By extrapolating similar friction points across the entire product’s traffic, the potential value of a problem to the operator can be quantified. Giving a monetary value to each potential fix and allowing for iterative changes that directly impact bottom line also tends to stop internal data-tribe based arguments and helps everyone align on agreed goals.
Furthermore, the real-time aspect of feedback gives opportunities for AB testing that can last for minutes or hours, with final design fixes decided upon within less than a day.
Although gaming operators have reaped hefty rewards by ‘focusing on winning’ and mirroring the competition, it only takes one disruptor to take over the market. Tis can come in the form of a new industry upstart, or an existing participant. Tose that want to retain a leading position in the market must dare to be different to give the customer the irresistible experience they can already expect across other digital platforms and services.
Find out more at Metric’s upcoming event, LEAP into Gaming, examining the key aspects of gaming that can help with the player experience; player-centricity, innovation and experimentation and player protection.
NEWSWIRE / INTERACTIVE / MARKET DATA P107
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