The key is selecting the right targets and going after them with the right product

also rolling out our cutting-edge suite of solutions to a growing band of UK independent bookmakers, who want to catch the latest wave in digital upgrades. Here I trust and appreciate the efforts of my old friend and industry veteran Simon Westbury who joined out team this year.

GIO: You’ve attended a large number of shows of late; do they still represent a valid use of your time or has it become an activity you’re ‘trapped’ into attending? SK: As you imply, it’s sometimes a case that you need “to be seen to be seen”. But as long as you can become a consistent presence on the conference circuit, constantly evolving your product portfolio to demonstrate your team’s innovative powers at close quarters, I still think it’s the most effective sales and networking platform around. The Digitain roadmap is a truly global one, as is our timetable over the summit schedule. From the recent G2E summits in Macau and Las Vegas, not to mention numerous ports of call in between (such as Betting on Sports London and ICE Africa in Joburg) 2019 has been a great adventure. And we’ve still got summits in Taipei, Macau, Sofia, Buenos Aires, Manila and Malta to close out the year… and then, of course, ICE 2020 is just around the corner. At least my air miles account is in a healthy state!

GIO: Mobile has become a necessity rather than a luxury. Do you still feel there are innovations to be had on mobile gaming? SK: Mobile compatibility remains in the vanguard of development for the latest iterations of our sportsbook  already launched or set to roll out over 2020. Our business has product teams exclusively for mobile, both mobile web and native applications. The key focus for Digitain is speed, especially in today’s digital economy, all mobile consumers, now measure a brands experience in seconds. If the app or mobile site doesn’t load quickly, you could create a negative customer experience and the user clicks or visits a competitor. Therefore of course functionality and user journey are critical, but constant optimisation of page load, scroll and click speeds are fundamental attributes and KPIs for our partners. Although desktop still has a role to  trend is for mobile engagement and transactions with up to 70% of volume coming via mobile channels.

GIO: What do you suspect will be the next big change in the igaming industry? SK: I believe Customer Relationship Marketing (CRM) is going to really prove a key differentiator and discussion point. As competition increases, and customer bases and markets grow larger, it is becoming increasingly important for igaming operators to get more information about their customers in order to maintain, not to mention grow, their market share and build customer lifetime value. The gaming industry has championed the practice of customer relationship management – in fact, casinos have been keeping track of customers for years, and the mega casino brands of the American market (from which we’ve seen many of the most salient sports betting rollouts) are naturally some of the finest exponents of such player management. But with CRM coupled to Digitain’s data insights, they can now take the customer relationship to a whole new level – and that’s before we even get into the cross-sell potential between sportsbook and casino.

GIO: What are you most excited about for 2020 and the future? SK: I envisage us continuing to broaden our influence from Europe, through Asia and on to Africa and LatAm, with the industry’s most flexible, scalable and efficient sports betting platform. When it comes to sportsbook tech, we’ll be letting its quality do the talking for us. We cover 65 sports, taking in 7,500 league and more than 3,000 betting markets. We also offer odds on 35,000 live events each month, while our casino solution has 3,000-plus games from major casino suppliers such as Novomatic, Microgaming, NetEnt and Playson. The overall growth of the igaming industry remains incredibly encouraging, particularly in these growth markets, and the international advance of sportsbook continues unchecked in most developing countries, so we aim to stay on top of that. That said, innovation remains the watchword, both in the markets you offer and the tools with which you allow your clients to engage. Staying positively demarcated from the competition is naturally crucial, and that’s what Digitain does best with our ever-evolving product portfolio.


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