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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