iGaming Business magazine Mobile Gaming Outlook | Page 9
Mobile Gaming Outlook
LET’S
STICK TOGETHER
Aleš Gornjec argues that operators and vendors need to meet increasing customer demands
by supplying a mobile channel with the right offer for each player
Mobile gaming has been increasing in popularity over the past few
years, and many believe it is only a matter of time before it overtakes
desktop as the go-to platform for gamers.
Mobile betting is more practical and convenient for the player
as it allows them to bet wherever and whenever they want. It has
changed player online behaviour, increasing the conversion speed
and players’ betting habits.
Acquisition of new players is getting more expensive for
gaming operators and the importance of player retention drives
new investments into various player management solutions.
Through several incentive programmes, better products,
improved customer service and marketing communication we can
build strong and long-term customer loyalty.
Mobile gaming introduces new, more extensive ways of
building improved relationships with players. A mobile phone is
not just a new game device – it opens new communication channels
via mobile apps, device notifications, messaging and social apps
on top of traditional SMS and email.
It is increasingly difficult to manage all these channels and
to ensure personalised, consistent and trackable messaging
across all of them.
Customisation of the player package is one feature that operators
and vendors should focus on. By offering intuitive betting, real-
time excitement and tailormade solutions, a brand-new gaming
experience can be created for the modern player.
Customised bonuses, personalised content offers and loyalty
awards work to upgrade multi-channel operations, drive revenue
and promote unique online gaming. The gaming experience
must be configured in a way to optimise player activity because
they respond best to choice and variety.
The gaming industry benefits enormously from market-leading
platforms as they are specifically built to maximise both player
and operator interests. Not all platforms are created the same
and this can have a significant effect on bonus campaigns and
the operator’s ability to optimise player experience from a single
back office.
The method behind creating a successful player engagement
campaign should be based on measurable player data and
predictive modelling as seen on Comtrade Gaming’s iCore
Enterprise Gaming Platform.
Aleš Gornjec founded the Comtrade Group’s
gaming division and serves as general manager.
Comtrade Gaming is an independent software
supplier to the gaming industry that delivers
open gaming platforms, casino management
systems and professional services to both
online and land-based sectors.
Providing a single view of all player activity across every
channel (online, mobile, social and retail) adds value and enables
personalisation through centralised management across multiple
game suppliers and products.
Benefits:
• Unified 360° customer view to show all player activity in
one central profile
• D ynamic customer segmentation on their activities for
personalised offers
• Centralised marketing automation with rules-driven
bonusing and loyalty
• Award customers in real-time while they are engaged in
playing a game
• Cross-selling between different products and channels
Since the mobile experience drives positive player relationships,
statistics are reinforcing the correlation between application
design and a consumer’s loyal relationship with the operator.
More than half of mobile users said that a negative
mobile-channel experience discourages them from using the
company’s other products.
These statistics show that brand loyalty and high player
lifetime value begin with the simplest business practices.
If operators take this statistic into account when creating marketing
campaigns, their bottom line can be significantly impacted.
Mobile gaming has a lot of space for creativity, but at the
same time it is limited by legislation controlling responsible gaming
and GDPR. This is one of the biggest challenges operators and
vendors face. Another is assuring transparency, which is always
a good policy to strive for. This can only be reached with the best
underlying platform technology that collects and displays all
information accurately.
i GamingBusiness | Issue 112 | September/October 2018
89