IMOVO


Managing the ‘Invisible’ client


At a time when traditional businesses are struggling to keep pace with an ‘invisible’ customer, the online gaming industry is faring better than most. But the industry can’t rest on its laurels. So says Hadrian Sammut, Chief 


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alta-based iMovo is an international leader    Workforce Management, and has been building up   iGaming is the frontrunner in terms of digital      capitalising on the digital revolution. “The European iGaming industry has always been at the forefront of the application of technology to meet the requirements of the ‘invisible’ client. With tighter  European iGaming we are already seeing various initiatives that address the increasing and stringent statutory requirements necessary for better customer protection. In a way, we view these tighter requirements as part and parcel of the overall customer experience within a rational regulatory framework. One thing is very clear; the emphasis should not be overtly on the tightening regulatory requirements as much as the higher need to know and understand the ‘invisible’ client and place this understanding within a context of improved customer experience.


When A.I. is applied with little thought to the customer, this tends to have an adverse effect on the organisation


92 OCTOBER 2019 GIO


“The industry has always faced new challenges and  clearly envisaged. However, we are discussing an industry that has unfailingly promoted technological advances and innovation, evidenced by the steady growth that is continues to experience year on year.” As we close in on 2020, Sammut sees us as living in a ‘Fourth Industrial Revolution’ as technology continues to evolve at a rate that is astounding. Focusing on how advancements in tech are subverting more traditional ways of doing business, and sometimes even rendering them redundant, he is concerned that most  ‘invisible’ customer – one they never meet face-to-face but only recognise through online behaviour: “We are experiencing rapid advances in the way we live, work and, more importantly within the context of


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