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

• 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.