Sabrina Soldà, BtoBet’s Chief Marketing Officer:
SIGMA Malta has been a jam-packed experience with iGaming professionals from all over the world gathering at Malta’s MFCC, disclosing their views and insights on the way forward that the industry should accept.
Regulation and agreement, new market boundaries such as Asia and the US, emerging realities like Latin America and Africa, payments and the start of blockchain. These were some of the major topics that were considered in depth during the several workshops and conferences that period all through the three days of the event. But the main event that really got my attention was the CRM workshop, with key figures like Quickspin’s Thomas Jones, and iMovo’s Javier de Arriaga underlining the importance for any iGaming company to gain a 360 view of their customer, resulting in a better memory of their players.
Whereas there is no doubt that from a technological perspective the industry is considered to be at the lead, I find it somehow disappointing to acknowledge the fact that generally speaking the betting scene is still trailing way behind other entertainment industries.
Roughly every industry is facing fundamental change, and the iGaming industry is no different. Users expectations have shifted, and the continuous introduction and addition of innovative digital technologies channels are constantly impacting and changing customer demands transforming the player journey in a highly volatile scenario hugely effecting player loyalty and maintenance outcomes. Still although aware of this, most of the big players in the industry tend to persist with the status quo, sticking to their current approach where their players must change to their business strategies and not vice versa.
Who are my customers and what do they want and need? How do they behave? What is driving their behaviour? How is it possible to engage my players, increase customer loyalty and achieve a seamless and holistic user experience in the age of digital disruption?
These are the tactical questions that service providers and operators equally should be posing themselves in order to be able to improve and provide an augmented UX.
Netflix delivers an outstanding example of the power of a company with a simple, clear customer strategy and business model adapted for the digital age with their customers at the heart of their business operations. What started out as a home delivery service of popular DVDs has transformed into a global media powerhouse, redefining the concept of customer centricity through technological innovations by using customer insight data to enhance and develop its plan.
The Netflix example proves that current essential changes to customer needs and behaviour, and the arrival of troublesome new competition which means that many businesses need to develop a new customer strategy. In laymen terms, when it comes to the iGaming industry the establishment of a “standardised” omnichannel betting platform is simply not enough to provide and guarantee the kind of betting experience that is sought by the players themselves. Ultimately resulting in the bigger player churn rates characterising most markets. It is becoming clearer by the day that players are asking for a betting ecosystem that makes simpler their interaction with all available devices, channels and communicative mediums throughout the span of the day, be it social media platforms, smart speakers, and why not, TV.
Providers should be in a position where they aim entirely on and grow in the way they believe best their player journey and providing the best possible customer experience for their target players. Realism is that most operators are reserved from delivering an augmented UX via the core platform technology provided to them by service providers. In most cases we are still witnessing a case of the operator delivering the platform provider’s distinct betting experience, with no possible way for intrusion on their behalf to modify this betting journey.
Truth is that most operators are slowly but surely converting themselves into franchises with no unique points of reference that make them stand out from the competition. Therefore, the growth of iGaming platforms enabling a holistic betting ecosystem that transforms around the players’ needs and preferences no matter the device, place, and medium should be placed at the higher levels of the industry’s agenda.
This is what BtoBet believes in. This is what we are working on delivering to our partners and their target customers. And this is what we are set to unveil in the coming weeks.