MAGAZINE OF THE EUROPEAN LOTTERIES, 2011, SEPTEMBER ...

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GAMBLING TECHNOLOGIES: FUTURE & CHALLENGES UNIVERSAL GAMING EXPERIENCE CUSTOMER PROXIMITY AND SOLUTION ELASTICITY - KEY DRIVERS OF SUCCESS The exciting world of gaming touches upon the very nature of human entertainment. Technology and business processes act synergistically to provide the very best of traditional games, while new gaming models become popular, such as the Internet, Mobile and more recently iTV applications, and are established as dominant means of user access, acting in complement to the traditional retailbased experience. The role of Governments and Government-sponsored organisations are pivotal in this respect. New regulatory frameworks are being designed or already implemented in a number of European countries, which set the groundwork for a significant change in the eGaming industry, as well as the opportunity for new developments in the lottery industry. THE LOTTERIES POSITION In this new regime, Lotteries need to position themselves, by preserving and enhancing their leading role. The path needs to (a) effectively address the challenge from new entrants in the market, (b) address new demographics, as newer generations become the next target customers, (c) embrace and optimise new technologies and cross channel capabilities and (d) embrace the emerging of new business models ensuring business continuity with their traditional customers’ bases. The key drivers that will prevail in this new industry roadmap are: • Taxation, which reflects the different RTP (Return To Players) levels; • Responsible Gaming Frameworks that will gain a more significant role; • New games that go beyond the “standard offer” of the eGaming industry; • A redefinition of the concepts of liquidity and network games operations; • The “own your player” concept becomes a key customer initiative; • Personalisation of products that prove to be a differentiating factor; • B2B vs B2C ceases to be a dilemma and clear separation lines are applied; • Government monitoring and operational control become key technology and business elements. To be competitive in this new environment, it is necessary for Lotteries to adopt a strategy that will enable them to quickly react to market changes by appropriately adapting GAMBLING TECHNOLOGIES 8 NEWS 37 SEPTEMBER 2011 their technological infrastructure, seamlessly integrate new and exciting content and channels, and above all to understand the behavior and preferences of their customers and to act proactively, anticipating their desires. Hence, Lotteries have to adopt a strategy that will allow them to really “embrace/engage their customers”. THE NEW PLAYER How much do we know about our players? What are the elements that will assist an organisation in making the player stay longer and play more, while at the same time providing the most advanced and entertaining player experience? How can one combine the very nature of traditional retail-based gaming, where a limited amount of data is made available, with the full-blown Internet registered gaming model, where a lot of data can be available? How can we achieve real player protection, allowing the creation of competitive and personalised campaigns, especially in a “network game” with shared liquidity? Although these questions may sound familiar, effective answers assume advanced technology focused on solving these issues. We, at INTRALOT, believe in:
• The power of an effective and unifying player management platform; • The power of solution elasticity i.e. adapting and customizing our solutions to the specific requirements of our partner; • The strength of a B2B partnership, the shared understanding of risks, and customer proximity; • The power of an open game ecosystem that allows for an easy, fast and seamless integration of good external content as well as our partners’ own developed games; • The operations excellence that provides our partners with technology and business services to understand, manage and ultimately engage their customer. A true manifestation of our approach is evident when our partners investigate the participation in what is usually called a network (such as a Poker Network) to take advantage of liquidity levels, with a number of competing brands or B2C operators, hooked into the network, and competing in the acquisition process. The network operator applies restrictions (the Network Policy) to protect against, for example, “rake-back” policies or even more balancing marketing activity to avoid cross-brand competition. Although this strategy may prove worthwhile for small scale operators, this is not the case for large scale brands, with significant brand and market awareness, and even more for Lotteries due to their dominant role within a specific country. It is obvious that, in this case, Lotteries deserve their own liquidity, their own game design and variations as well as their freedom to implement proper marketing strategies without the need to compromise within the shared-liquidity network. INTRALOT’s solutions provide for such a possibility, and our customer proximity and solution elasticity enable the customisation and own liquidity set up, adapted to the desires of our Lottery partners. THE UNIVERSAL GAMING EXPE- RIENCE INTRALOT is strategically positioned to develop and deploy the universal gaming experience that implements the above strategy and responds to the growing and proliferating needs that these questions pose. Universal gaming positions the customer in the center, and all customer interaction points are managed in a single and transparent manner, irrespective of the engagement model (through retail channels, Internet, mobile or iTV) or his preferences of game play. Universal gaming unifies all elements that are generated throughout the customer gaming lifecycle, analyzes preferences and proactively proposes the necessary actions to optimize revenues by respecting responsible gaming principles. We believe in cross-platform mobility and unification from a player perspective, and therefore we have developed our technologies to be truly seamless to the player, offering a shared login and authentication, a shared wallet and a depositing system across the platforms. All these technologies allow the players to make use of their deposited funds and play whenever and wherever they are. Contrary to usual beliefs that a single wallet suffices, our customer platform goes beyond that and embeds advanced online segmentations and user profiling that allow our partners to understand their players and act in real time. This includes also the Internet, Mobile, iTV as well as the VLT solution, to allow the player identity to be used across these platforms and provide seamless business continuity. Key elements of our Universal Gaming Experience Strategy are: • New Design. A platform built bottom up that is not part of a specific game, using the latest in Software Development Architectures and Technologies. • Game Agnostic. Design centered around the player and the customer and not around the game. • Expandability. Built in API integration and SOA frameworks that allow an easy expansion and introduction of Long-Tail games, complementary with strategic core games. • More than a single wallet. Our cus- GAMBLING TECHNOLOGIES 9 NEWS 37 SEPTEMBER 2011 tomer platform embeds advanced online segmentations and user profiling, offering real time insight on the players. • Single Network, more control. Many games integrated in one single point of control together with the integration of dedicated network games. • Server based choice & flexibility. Since the client device in itself contains no game logic (all server based), the client will develop it according to his own needs; one can include any games or applications one chooses. In doing so, the customers do not have to download new software as the new offering is automatically presented to them. Another benefit is that our partners can add their own games with a simple API integration! • Stability & scalability. Regardless of the system load, our long standing track record proves that your players get the fastest and smoothest playing experience they deserve. • Differentiation. INTRALOT’s software is parametrical and offers unparalleled customisation possibilities, with regard to design, features and applications. The user is not restricted to just a redesign of colors and pictures of a generic client from the other software suppliers. In an increasingly competitive market, a user of INTRALOT software stands out and brands the client in “his own way”. INTRALOT, through its experience gained by working with the most successful lotteries around the world, always offers technological solutions that meet and go beyond its clients’ needs and expectations. Having the customer in the center of our philosophy, we strive to bring only the best technological solutions in the new era of gaming. The Universal Gaming Experience is the new decisive step towards the future of our industry and INTRALOT is ready to offer to its customers the opportunity to “live” in it.
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