Guest Blog: Touchscreen technology opens door to new iGaming opportunities

Guest Blog: Touchscreen technology opens door to new iGaming opportunities

Monday, March 16, 2015 Totally Gaming

Technology is constantly changing iGaming – but the industry may need to change its approach to marketing to make the most of the opportunities created by touchscreen technology. Mark McGuinness, iGaming Futurologist for leading Isle of Man marketing and communications agency MM&C, explains more to TotallyGaming.com.

 

For the under 20 year old generation, touchscreen technology is now the norm, writes Mark McGuinness.

One consequence of this is that traditional approaches to marketing, largely based on socioeconomic groups defined by the head of the household’s occupation, are being challenged. The traditional model attempts to forecast behaviour patterns of socioeconomic groups by assuming that their income and social class will cause them to react in a similar way to the same stimuli. However, in a society transformed by technology which cuts across social and economic boundaries, it is rapidly becoming an outdated analysis.

A new approach, which may be able to more accurately predict the behaviour patterns of potential customers, is based around the concepts of ‘social constructs’ or ‘social constructions’. It focuses on how individuals and groups interact with technology and how it is used socially – for example, smartphones being used to access twitter.

In the context of iGaming, marketers need to define the tech savvy generation of 16 to 19-year-olds as the ‘Touchscreen Generation’ rather than in terms of social class or income. This group could be the new gamers, sports bettors, and casino players that all iGaming businesses are looking for. I say ‘could be’ because I feel the current mobile or gambling apps available are more about the delivery channel and serving the current customer than about attracting this new generation of potential customers. Touchscreen transactions are already huge in retail with many consumers expecting to use touch enabled devices in the purchasing process.

"Touch technology is fast becoming ingrained in our neural pathways, and will eventually become the standard way to interact both socially and commercially." - Mark McGuinness

But many gaming businesses just see touchscreen devices as one of many delivery channels, and ignore the customer experience of the ‘Touchscreen Generation’ which has many forms of touchscreen initiated interaction. The Microsoft Surface Pro, for example, is already taking touch, tap, and swipe commands to new levels of interaction – but we’ve yet to see a gaming or gambling product experience designed to unleash the Surface Pro’s capabilities. Then there’s 3D ‘haptic’ touch technology which allows users to push around 3D objects in a virtual workspace, and which is already popular in virtual reality. This opens up the scenario of playing roulette online and being able to ‘feel’ chips as you pick them up and place your bet – just one of many amazing possibilities for iGaming. 

Touch technology is fast becoming ingrained in our neural pathways, and will eventually become the standard way to interact both socially and commercially. Too many within the iGaming sector are still trying to figure out how to target the ‘Millennials’ with gaming products and services in what are already saturated markets. In fact, what they really need to be thinking about, is the ‘Touchscreen Generation’ and using the amazing advances in technology to design experiences specifically for them.

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