INTRALOT: Successful data-driven strategies require a holistic approach that drives player engagement
In the big data era, collection and analysis of information is transforming traditional industries and gives birth to new ones from manufacturing to retail and services.
As lotteries and gaming operators are moving fast towards modernizing the way they address their customers’ needs and digitizing the shopping experience, more and more best practices are being transferred from other industries that have already developed sophisticated analytics and big-data handling tools. Every industry, though, is different and a successful big-data strategy in gaming needs to focus on certain industry-specific targets, practices and knowledge but also has to be tested and improved with industry specific-techniques.
Enhancing and unifying the playing experience across channels and product verticals has been a key goal for recent INTRALOT’s new Products and Services design philosophy. The newly launched CRM system, Pulse, and a personalized Content Management System, Canvas, have been at the center of the “All about the Player” concept which aims at expanding and diversifying our product portfolio and digitize the lottery shopping experience.
Optimal results from big-data analysis are usually experienced in all industries when a longer, holistic view is adopted. Marketing Tools, Risk and Fraud mechanisms, as well as Responsible Gaming tools are all essential CRM components for a successful big-data handling system. But the quality of the data that goes into the system is also critically important. Whether applied to product design, facilitating inventories or boosting sales through targeted, personalized marketing, the quality of the collected data in every industry is key in delivering improvements and adding value.
Player registration hence becomes an important and central element towards improving data quality when unfolding a big data strategy. Player registration not only enhances analytics policies but also drives player engagement and loyalty. A registered player is an engaged player. And then, of course the CRM-CMS systems themselves, by delivering value back to the player, enhance the player engagement process.
Integrating the mobile and interactive channels into the brick-and-mortar experience, therefore, becomes an enabler for player engagement and a driver for the collection of accurate and relevant data. INTRALOT has been an early champion of this approach by providing ways by which the digital/mobile channel can become an ally rather than a threat for the sustainability of the retail channel. Last but not least, successful player engagement requires that the data players agree to share with the operators remain secure and will only be used for the purposes they have been provided for. It’s another very important element for building trust and loyalty with the player.
On the technical level now, Lotteries and Operators require flexible solutions to implement their digital strategies. INTRALOT’s modular architecture allows scalability and flexibility to adapt to Operators’ needs including easy, seamless integration of third party tools, across verticals and across channels.
The entire industry is being driven by the need to integrate a consumer-focus with operations and retailing. There is no doubt that consumer expectations will keep evolving. And this is why vendors need to stay current with consumer trends, learn from other industries and bring swiftly to market the products that fully satisfy their clients while opening new markets that are leapfrogging directly to the digital era.
Success will be determined by our ability to harvest accurate and relevant information, handle it securely, and convert it into value for the consumer.
This content is offered by INTRALOT. For more information visit www.intralot.com.
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