EiG: Get personal with your betting experiences to win customers

EiG: Get personal with your betting experiences to win customers

Wednesday, October 21, 2015 Totally Gaming
Experts see mobile as a ‘lynchpin’ for engagement

The onus is on the gambling industry to create personalised betting experiences to maximise engagement in the years to come, a panel of experts insisted today (Wednesday) at EiG 2015.

In a panel discussion focusing on ‘Understanding the full capability of devices to enhance customer engagement’, speakers agreed that land-based and online operators need to create bespoke experiences for customers.

“We see the industry moving towards a personal and portable betting approach,” Crispin Nieboer, the Director of Corporate Development at William Hill, said during the session at Arena Berlin.

“As the device gets smaller, the providers have to get smarter about content and personalisation, and the onus is on us as an industry.

“The goal is to use real-time data analytics to feed bets that are as relevant as possible to the customer. The challenge is to provide a personalised service without reinventing the wheel.”

Simon Beacham, Head of Electronic Gaming at Rank, added: “We are forever investing in more immersive and engaging experiences. We have a vested interest in the continuity of play.

“Ideally we would like gamblers to be playing slots in our retail establishments, then using the website and mobile platforms, and then playing on interactive TV and tablets at home.

“From our perspective, the adoption of new technology is limited by the capability to monetise it as well as regulatory issues, but we are always investing in more immersive and engaging experiences.”

Samsung Publishing Director Andreas Hofmann added that casinos need to do much more to personalise experiences for visitors.

“I’d be interested to see how you can make a personal experience such as playing blackjack into a social experience, especially for the casual gamers,” he said.

“I can see all sorts of capabilities that casinos haven’t used to make the experience more personal, like recognising when you come back to the venue, for example.

“It’s about having access to information at your fingertips via the device in front of you. As a company, we are very focused on the mobile experience because it’s such a high engagement device and a lynchpin for the whole experience.”

Paddy Power’s Global Innovation Strategy Manager, Cianán Clancy, added that his company’s focus is on mobile and outlined the challenges of technology adoption.

“It’s all about mobiles as the majority of our money is coming from mobile customers,” he said.

“The biggest challenge is the rate of technology adoption. We are always asking whether we can give the customer a more immersive experience.”

Nieboer concluded: “Omnichannel opportunities are massive for people who have retail and online options in their stable, and smartphone penetration is very good right now.

“When you look at your customer base, those who bet online and in retail establishments are the most valuable customers.”

For all of the latest updates from EiG 2015, click here to check out our live blog.

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