What online operators can learn from land-based casinos

What online operators can learn from land-based casinos

Thursday, June 9, 2016 Posted by Andy McCarron
Codeta's Edward Ihre is taking inspiration from exclusive casinos

Online casinos can still learn a lot from their land-based counterparts when it comes to dealing with customers, according to the man behind one of the newest online gaming brands.

Edward Ihre is the founder of Codeta, a new online casino with ambitions to lead the way in live gaming provision, and he has taken inspiration from how land-based casinos operate and communicate with their players.

He told TotallyGaming.com: “People want more and more interaction with other human beings and get a sense of self and recognition for what they INDIVIDUALLY are as players in terms of both value and skills. Today’s casinos have a tendency to very much treat their customers in the same way, regardless of their game preference, and in some cases value and frequency of play.

“You wouldn’t treat someone who is a VIP in London-Baccarat scene to freespins on a random slot would you? No, the player is Baccarat/Table Games player and should be recognised as that. I would go as far as you would insult him/her if you didn’t. KYC is not for only legal purposes, it is for CRM purposes too.”

Codeta has attracted just over €2 million in start-up investment and has been working in close collaboration with heavy hitters such as Evolution Gaming, Net Entertainment, LynxEye, and Another Agency to make sure the product

Ihre said that Codeta aims to channel the sense of community and belonging and fun players get in a land-based casino. “If you have ever been at a casino in Las Vegas or wherever, the feeling of playing, for instance, Craps with other people is an experience. Enjoying playing the SAME game and routing for one another and having a good time, means you most likely will have received value for your money, regardless of winning or losing, as you gained an experience, a moment.

“We will try to replicate this feeling over time at Codeta. Casino is FUN but also serious. We don’t see why you can’t communicate both, which I believe current online casinos don’t as they try to communicate that customers aren’t playing for money hence the playful colors, the elementary communication. The result – casinos being perceived as unserious but also treating their customers unseriously.” 

TotallyGaming.com says: "The Live Table Gaming products have come on leaps and bounds in the past ten years, so it will be interesting to see how an operator who has built their offer around the product will perform. A new approach like this could trigger more innovation in the sector, so the arrival of Codeta is to be welcomed."

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