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.

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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.

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