Follow behaviour to personalise experience

Follow behaviour to personalise experience

Tuesday, September 15, 2015
EiG speaker Tal Zamstein expects niche brands to thrive

Tal Zamstein, the operations director of Merkur Interactive Services, believes that companies must closely study their customers’ online behaviour and not just their browsing history if they are to interact successfully.

Zamstein, who will be a speaker in a session entitled ‘Getting up close and personal to improve your player retention’ at October’s EiG event in Berlin, is currently leading parent company Gauselmann Group’s charge to create a centralised online operation for all its brands.

In the EiG session, Zamstein and other market leaders in consumer personalisation will discuss how marketing operations can work in conjunction with consumer data to maximise retention and how attendees can apply this to their own organisation.

As Zamstein brings together functions for the likes of Merkur-Win.it, Cashino.com, Cashpoint.com and x-tip.de, he will tell EiG that the key to making an online casino experience ‘personal’ for the customer is to look more closely at the data collected on them.

He told TotallyGaming.com: “The main thing is the ability to understand your audience and supply their needs. Companies invest so much in UX but very few try to understand who is the target audience and how they would like to experience the product.

“Most of the online marketing material we receive is based on the history of our browsing. However, a good operator will also learn from the customer’s previous behaviour and will draw conclusions on the future actions toward this customer.”

Merkur Interactive specialises in online gaming and sports betting for international markets. Zamstein’s role involves bringing together the Gauselmann payment, fraud and customer relationship management teams in each regulated market.

Zamstein believes that the prominence of the brands will give them a great chance of success, but it also means that there is pressure to make sure the online platforms can complement the existing operations.

He said: “The challenge is gaining the brand awareness we have by the shop business in each market and translating it to the online brand. Obviously, there will be the active casual marketing channels – such as affiliation, media, SEO and PPC - but our relative advantage is the fact we are known in the market and our content is popular.

“If we manage to bring the content from the retail business to the online world in a good way through mobile, tablet and desktop, this will give us the uplift we are looking for.

“The move online is necessary because this is the trend in the consumption world, and that relates to any industry.

“By going online you can increase consumption of the product and no longer be restricted by opening hours and the fact people have to leave home in order to play.

“This also opens up new markets so that a company like us can be active in different markets rather than the traditional markets we currently work in.”

While Zamstein is engaged in bringing together the back-office services of a number of brands, he is also keen to maintain the individuality of the individual websites. He accepts that the flurry of M&A deals in the gaming industry will create a smaller number of large companies dominating the market, but he believes that niche brands will continue to thrive, even if they lose their independence.

He said: “The world is going to multi-product offers. The latest deals in the industry - Bwin with GVC, and Ladbrokes with Coral - show also that there is an advantage for size.

“There are consolidations, yet there will be more brands as also these deals maintain different brands. The different brands give the opportunity to reach different audiences and increase the client base, therefore I can see more brands coming out, but fewer players joining in.”

Speaking ahead of EiG, he added: “EiG is the place to discuss new features, product add-ons and catching up with the senior level of the industry.

“As an operator, obviously my partners will be mainly B2B suppliers and I am looking forward to seeing what I can add to my portfolio in order to serve my customers in a better way.”

* EiG 2015 takes place at Arena Berlin from October 20-22. To find out more or register please visit www.eigexpo.com

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