One trick pony: Discussing the benefits of single-vertical operations

One trick pony: Discussing the benefits of single-vertical operations

Tuesday, July 25, 2017 Posted by James Walker
Operators’ desire to be all things to all people means they run the risk of dropping the ball on product, quality and service

Edward Ihre, CEO of live table games pioneer Codeta, tells TotallyGaming.com why being a single-vertical operator is key to driving player loyalty.

“Online casino operators are currently locked in a fierce and prolonged battle over who can become the first truly multi-vertical brand. As part of this fight, they are bolstering their game portfolios with new products and verticals, including poker, sports, bingo, social, daily fantasy sports and lottery.

They want to engage all player demographics, and cater to every possible gaming preference and niche. It is also to ensure their hard won – and costly to acquire – customer base doesn’t jump ship to a rival operator, simply because they offer something different.

But this unstinting desire to be all things to all people means operators run the risk of dropping the ball on product, quality and service. Here at Codeta, we believe those factors are more likely to push customers towards rival operators than simply not having the most games or product verticals.

Since launch in June last year, we have been focused on live table games and offering the best possible experience to players. Sure, we complement this with a small portfolio of blockbuster slots games – there is natural cross-sell between the two verticals – but live dealer is in our DNA.

By championing just one product, it means we can dedicate time, finances and resources into continually iterating our brand, site, product, game offering, promotions and marketing to ensure they are on point and meeting the needs of our players, who we already know are fans of live table games.

We have pushed the boundaries when it comes to offering our players cutting-edge live dealer experiences. We were among the first to launch Authentic Roulette, which is streamed live from real-world casinos meaning the tables are real, the cards and chips are real, the croupier is real, and, most importantly, the other players are real.

We have also beta-tested products from Evolution Gaming, including their Speed Ball Roulette product – which reduces the time in-between spins by 50% – and Dream Catcher, the first game in their innovative Live Money Wheel category. Had we not been focused on live table games, we would not have been able to do this.  

Codeta, and single-vertical operators like us, simply have more time to perfect our proposition. We can speak directly to players, discuss what they think is and isn’t working, and develop and test designs, features and functionality that address those issues to ensure they receive the world-class experience they are seeking.

The online casino industry is all about customisation and personalisation, listening to players and providing them with a bespoke and tailored experience. With operators splitting their finite resources over a growing number of verticals and products, this becomes much harder – impossible, almost – to achieve.

We understand this means we are swimming against the tide, but we launched with the mission to shake up the online casino industry, and we are doing just that. As players continue to seek out more authentic experiences, which only live dealer can offer, we believe we are in the driving seat to capitalise.

As more games become ‘live’ – and with virtual reality and augmented reality slowly finding their place in the online casino industry – we believe live gaming experiences will grow to cover all verticals and games. By championing the vertical now, we will be at the cutting-edge of live dealer in the future.

In essence, by focusing on live table games we can become the best at what we do. This, we believe, is what keeps players loyal and coming back for more. It’s quality over quantity, it’s tailoring the product to their specific wants and needs. And the only way we can do that is to be a one trick pony.”

Totally Gaming says: Operators looking to become ‘one-stop shops’ do so at the risk of sacrificing the overall quality of their offering. While value-added and complementary services can serve to benefit online gambling sites, focusing on one product can be the key to standing out in an already crowded marketplace.

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