EiG: How to adapt to consumer spending trends

EiG: How to adapt to consumer spending trends

Tuesday, October 20, 2015 Totally Gaming
Experts outline challenges of 'centralised wallets'

Adopting a flexible approach with regard to consumer payment activities is the only way to stay on top of the latest trends, attendees at EiG 2015 at Arena Berlin were told today (Tuesday).

In a session entitled 'Investing into the future – Adapting to the evolving consumer demand', a panel of experts spoke about the challenges of attempting to introduce 'centralised wallets'.

"Flexibility is key," MyBet Platform Director Sean Keogh said.

"In five years’ time things will change again completely, so flexibility has really framed our choices as a company."

David Wang, the vice-president of online gaming at MGM Resorts, spoke of his organisation's efforts to "centralise the wallet", but acknowledged that there were significant challenges of moving from a legacy system to a new system.

"It’s difficult to find good technology partners and it can be a very expensive process in places like Nevada, for example," he said. "Getting legacy systems to bolt on isn’t an easy process."

Allesandro Allara, the Head of Online at Snai, added: “We have a central system that manages the selling process. We need to be scalable in our way of approaching campaigns.

"Currently in the shops it is anonymous while online the players are fully identifiable. We’re trying to switch some of the features online to the shops so we can better understand customer behaviour, through things like apps and loyalty systems.

"For us it’s a matter of culture. Those who built the old system have some legacy with their product, and we are going from a pure retail approach to an omnichannel approach."

Keogh added: "A lot of it is about definition. You’re looking at what the competition is doing and how you can innovate and differentiate.

"In my opinion, you have to integrate aspects of legacy systems, but then you must also personalise."

However, Keogh also underlined the "massive opportunity to start afresh" by leaving a legacy system behind.

"It can allow you to look again at how you operate and how you deal with data," he added.

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

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