Digital Opportunities in a Player’s World

Playtech’s Robin Bowler and Francesco Rodano were the first of the European Lotteries’ Premium Partners to present, following the opening and welcome of the 2018 Industry Days by the EL President and hosts Sazka. Playtech delivered a clear message that providing a personalised experience to players is central to grasping most of the digital opportunities in the sector.

Eight-second attention span

“45% of people have participated in any form of gambling in the past four weeks”, stated Robin Bowler, Playtech’s Government Markets Director, as he referenced a recent survey undertaken in the UK. The digital opportunities in lotteries, gaming and gambling, are evident. But companies need to be smart about how they deliver messages to their players. As mentioned by Mr Bowler, we have an eight-second attention span which companies need to keep in mind. Players want convenience, speed, reliability, more choice content and a personalized playing experience. If companies can provide this – the opportunities brought on by digital innovation are clearly present.

Whilst there are different types of digital opportunities – at technology, platform and operations level for instance – Playtech are confident that the player interface level is their point of greatest influence. Therefore, Playtech are working towards providing a more personalised experience at player interface level.

The importance of a personalised experience

Key to improving the player interface level is to offer a personalised experience. As stated by Playtech, “it is important that each one of the players feels that the offering is tailored to them and their desires”. To make this function in practice, digital opportunities such as big data, machine learning and real time engagement could take personalization to a new level, with games suggested on the basis of the user’s history.

One such platform, called Beehive, is already using data-driven automated marketing to look at what players are likely to become and therefore provide a better performing offering. With a ‘Netflix-style’ games grid and real time communication with the player, the “player starts to feel like they are being talked to quite directly”. This is the key to unlocking digital opportunities to the benefit of supplier and consumer. Innovative methods that use data to provide a superior personalised experience for players need to be capitalised on. This will also ensure that companies are able to influence players’ eight-second attention span with an exciting offering.

In terms of challenges, Playtech’s Chief Policy Officer Francesco Bungaro underlined high opt-out rates at registration, possible regulatory hurdles and negative media coverage of gambling. To counter high opt-out rates, Playtech suggest the use of ‘gamification’ techniques and real time leaderboards to transform a disappointing player experience to a positive one.

Related Articles

View all

Synopsis

Français

Une industrie pas comme les autres : les avantages sociétaux des opérateurs de loteries

Robin Bowler et Francesco Rodano, de Playtech, ont exposé aux participants les « Opportunités numériques dans un monde de joueurs », avec un message clair : fournir aux joueurs une expérience personnalisée est essentiel pour pouvoir saisir la plupart des opportunités numériques du secteur. Des techniques innovantes telles que le Big Data, l’apprentissage automatique et l’engagement en temps réel peuvent garantir une expérience personnalisée. Étant donné que la capacité de concentration de la plupart des joueurs n’est que de huit secondes, une expérience personnalisée, basée, par exemple, sur l’historique des jeux des joueurs, sera essentielle pour proposer une offre attrayante à l’avenir. Certaines plateformes, telles que Beehive, utilisent déjà le marketing automatisé axé sur les données pour déterminer ce que les acteurs sont susceptibles de devenir, et proposer ainsi une offre plus performante.

Español

Una industria como ninguna otra: los beneficios sociales de las loterías

Robin Bowler y Francesco Rodano de Playtech disertaron acerca de las “Oportunidades digitales en un mundo de jugadores”, con un claro mensaje: que proporcionar una experiencia personalizada a los jugadores es vital para aprovechar la mayoría de oportunidades digitales en nuestro sector. Asegurar que la experiencia sea lo más personalizada posible se puede lograr a través de técnicas innovadoras, como big data, aprendizaje por máquina y la participación en tiempo real. Como la mayoría de jugadores tienen un intervalo de atención de tan solo ocho segundos, una experiencia personalizada y basada en el historial de juegos del jugador, por ejemplo, será clave para ofrecer una experiencia atractiva de cara al futuro. Ciertas plataformas, como Beehive, ya usan marketing automatizado basado en datos para averiguar cómo es probable que evolucionen los jugadores y proporcionar así una oferta más adecuada a ello.

Deutsch

Eine ganz besondere Branche: Der soziale Anspruch von Lotterien

Robin Bowler und Francesco Rodano von Playtech sprachen zum Thema „Digitale Geschäftsgelegenheiten in einer Welt von Spielern“. Ihre zentrale Botschaft war, dass Lotterien eine personalisierte Erfahrung anbieten müssen, um digitale Geschäftsgelegenheiten aufs Vollste auszuschöpfen. Innovative Methoden wie Big Data, Maschinenlernen und Echtzeit-Engagement können zur Personalisierung beitragen. Da die Aufmerksamkeitsspanne der meisten Spieler nur etwa acht Sekunden beträgt, sei in Zukunft eine personalisierte Erfahrung basierend auf früheren Interaktionen ein ausschlaggebendes Merkmal attraktiver Angebote. Einige Plattformen wie Beehive verwenden bereits jetzt datengesteuertes automatisiertes Marketing, um die zukünftigen Interessen von Spielern vorherzusagen und so ein stärkeres Angebot bereitzustellen.

Other Articles

View all

Scientific Games | Lotteries hit the jackpot with trusted sports betting solutions

Changes have been underway in Europe over the last few years. Today, European players use their mobile devices to place more than 80 percent of wagers on sporting events, and live betting represents a......

Read more

European Week of Sport: EL members encourage citizens to #BeActive

This year’s edition in September marked the 5th edition and focused on five themes including education, the workplace, outdoors, sport clubs and fitness centres. EL worked closely with its members a......

Read more

Szerencsejatek celebrate 20 years of the “Scandinavian” lotto

Bryan Adams gave two exclusive interviews and four lucky winners had the opportunity to meet the star in person as part of a Meet & Greet event. The concert exceeded expectations and showcased som......

Read more

Honorary President Mr Reissiger

EL is thankful for Mr Reißiger’s commitment, expertise and dedication in his role as EL Vice President from 1999 to 2001 and EL President from 2001 to 2005. In 2006 Mr Reißiger was nominated EL Ho......

Read more

EL at first-ever Responsibility in Gaming Conference

Translating the latest insight on problem gambling and looking at the neurological effects seen in the brains of people with a gambling disorder was a core focus on the Conference, together with the d......

Read more

Interview with GLMS General Secretary and Deputy General Secretary – “Reflecting on a successful year for Sport Integrity”

Looking back at an eventful year, what has been the greatest achievement for GLMS? General Secretary Giancarlo Sergi (GS): During 2019 GLMS has a lot of achievements to look back on. We are indeed pr......

Read more

New EL CSR guidelines published

EL and its members are committed to generating the best for the benefit of society in accordance to national laws and regulations. This commitment goes further than Responsible Gaming, as a core value......

Read more

Preparations underway for EL Industry Days 2020

With growing challenges for the lottery sector in the years to come, the 2020 EL Industry Days is a call to all lottery professionals to look at a sustainable lottery model for the future. The chosen......

Read more

Upcoming EL Seminars & Events

5-7 FEBRUARY 2020, LONDON, UK EL/WLA MARKETING SEMINAR: IT'S ALL ABOUT THE PLAYER! Think digital, think physical, think lotteries, think player.  With new emerging trends and digital transformatio......

Read more

Successful EL/WLA Security and Integrity Seminar 2019

Keynote speaker Eneken Tikk of the Cyber Policy Institute in Finland highlighted the growth in cyber threats and called on lotteries to self-reflect on how their services would be perceived and treate......

Read more

Innovation, inspiration and…chainsaws!

In a world where customers are more connected, more tech savvy and more demanding than ever before, innovation has never been so crucial. As many industries are feeling the pressures of heightened con......

Read more

Game Set and Match! How lotteries can win in the sport betting market

Regulation On the regulatory and legal front, lotteries, in almost every market, are facing challenges in their sports betting operations. Lottomatica presented their plans to deal with the general a......

Read more

OECD takes next steps in reaching global consensus on digital taxation

In February the Organisation for Economic Co-Operation and Development (OECD) proposed three different approaches aimed at reaching a global consensus on how taxing rights on income generated from cro......

Read more

IGT | Sustainability Strengthens the Social Contract

IGT recently released its 12th annual IGT Sustainability Report, “Ahead of the Game,” an externally audited document that validates IGT’s sustainability activities and data. The report highligh......

Read more Synopsis: fr / es / de

INTRALOT | Trends and technologies that modernise the Lottery Industry

As it was stated during the 10th EL Congress in the CEO Panel discussion by Maria Stergiou, Group Chief Sales and Operations Officer of INTRALOT, all the above technological trends are creating sever......

Read more Synopsis: fr / es / de