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

Consumer driven innovations

Jana Smejcova, Kantar   Millennials, Gen Xers and Boomers Differences in consumer behaviour in the sector are evident between “Millennials, Gen Xers and Boomers”. According to Kantar’......

Read more Synopsis: fr / es / de

EU: CEN TF456 standardisation online gambling commences its work and EL participates in discussions on illegal platforms and Subsidiarity

In April 2018, following long consultations with stakeholders, the European Commission mandated the European Standardisation Committee CEN to draft a standard for a list of criteria for reporting to t......

Read more Synopsis: fr / es / de

Sport 4 Life UK received the EL Sport Award 2018

Olli Sarakoski, President & CEO of Veikkaus Oy handing the EL Sport Award 2018 to Jack Skinner and Matthew Forsyth from Sport 4 Life UK The first EL Sport Award, along with a check for 5000 euro......

Read more Synopsis: fr / es / de

Industry Days 2018 – Navigating Towards Digital Opportunity

Masters of ceremony Jutta Buyse (deputy EL Secretary-General) and Arjan van’t Veer (EL Secretary General) were lively hosts throughout the two-day meeting, keeping delegates well informed of the a......

Read more Synopsis: fr / es / de

EL/WLA Sports Betting Seminar 2018: Winning in Sports Betting

  The19th edition of the yearly EL/WLA Sports Betting Seminar took place in Lyon on 15-17 May with the great support of the hosting lottery La Française des Jeux (FDJ). The event registered......

Read more Synopsis: fr / es / de

PR/Communications and Social Media Seminar

Nikola Vrdoljak, Director 404 Agency Croatia, set the scene by describing how “anxious” the world has become; where sharing is the natural choice rather than owning and where in our “non-linear......

Read more Synopsis: fr / es / de

Knowledge Sharing 2.0

The 2018 Knowledge Sharing seminar took place in Geneva on April 18-19, where it gathered around 50 participants interested to learn more about the latest trends in lottery markets and exchange of i......

Read more Synopsis: fr / es / de

A new President & CEO for SELAE

Jesús Huerta Almendro, President & CEO for Sociedad Estatal Loterías y Apuestas del Estado Jesús Huerta Almendro was born in Cadiz/Spain in 1965. He holds a Law degree, a Master's degree in H......

Read more Synopsis: fr / es / de

IGT: New Execs Combine Complementary Strengths with a Single Purpose

The two most recent executives to join IGT’s lottery organization combine a wealth of complementary experience, together giving customers a powerful ally in harnessing the main drivers of lottery......

Read more Synopsis: fr / es / de

Scientific Games: Instant Games and the Quest for New Growth

The European market is not yet tapping into the potential of instant scratch games, which have been much more popular in the U.S. The average instant weekly per capita spend for the Top 10 European lo......

Read more Synopsis: fr / es / de

European Lotteries launches new European Lotteries Corporate University

Following a review of the requirements in this area EL is presenting a new 3-module European Lottery Corporate University (ELCU). Designed for various levels of participants, three separate modules wi......

Read more Synopsis: fr / es / de

A great success for the joint EL/WLA CSR-RG seminar in Lisbon

These numbers show both a high level of interest in CSR and RG across the lottery sector, as well as an enduring commitment from EL and WLA members to each issue as a core tenet of their business. Aft......

Read more Synopsis: fr / es / de

Upcoming EL Seminars & Events

Reserve your spot now for the EL Seminar that could change the course of your Lottery! EL and its Members are producing many educational programs designed to tackle real-world issues in a meaningful......

Read more

A new CEO for Svenska Spel

Patrik Hofbauer, CEO for Svenska Spel Patrik Hofbauer has extensive senior management experience and, in addition to his current role as CEO of Telenor Sweden, he has previously been CEO of Telenor......

Read more Synopsis: fr / es / de

Intralot: From waterfall product development to customer-centric, agile evolution: The role of the new Digital Service Platform

In nature, all organizations respond to changing environmental conditions by evolving themselves. It is a continuous struggle: change and adopt or perish. The same happens in the business world. The m......

Read more Synopsis: fr / es / de