From transactions to experience

Sports betting industry is shifting towards a new, more promising, content driven mobile era. George Zenzefilis, INTRALOT’s Group Chief Products & Services Officer, guides us through the path from the traditional transactions-based wagering to a mobile, more entertaining and yet fully personalized betting experience.

Since the early years of customer interactions with betting operators, the term transaction had a very distinguished and straightforward meaning. It described the instance in which the punter was placing his bet to the operator. This term however is substantially transforming into a holistic entertaining experience for the player. This change is also reflected to the essential characteristics when developing the new Sports Betting Platform and Services. For example, robustness, reliability, stability in performance and system security have been, for many years, the cornerstones for the successful implementation of the Sports Betting Platform and Services. All these characteristics are an integral part of INTRALOT’s design philosophy, which consists of technologies and tools that offer unparalleled results at a fraction of the cost. However, our main focus has shifted towards adding entertainment in the player’s experience and understanding his behavior and we manage to accomplish that mainly through the integration of openness and agility in our systems engineering.

A player has the potential to enjoy a unique betting experience through the integration of state-of-the-art technologies into the existing betting environment. Mobility, rich content management, per player customization and expansion of the targeted audience, are four essential ingredients for achieving entertainment during the betting process.

ADD CONTENT TO YOUR GAMING LIFESTYLE

The adoption of smartphones, tablets and other mobile devices by all social groups, has turned mobility into an essential part of a person’s everyday life. Limited personal time and social trends have changed lifestyle, as we know it, mental-style and also e-gaming style, leading as a result to an entirely new way of interactions and to the creation of a unique gaming lifestyle for each individual. Of all the aforementioned elements of entertainment, content is the one that defines a player’s experience and creates the window for interaction with the game. Not very long ago, betting content was only about calculating odds and viewing sport results. Using today’s expert knowledge, content can be enriched with live streaming from the sporting events, videos in second screen features, social media sharing as well as advanced personalization depending on each player’s preferences and habits.

KNOW YOUR PLAYERS & REACH YOUR TARGET MARKET

Data mining technologies and artificial intelligence can distinguish patterns in each player’s behavior and differentiate appropriately all the displayed content on the screen in real time. This not only gives operators feedback on who their customers are, but also offers players a complete experience that draws their attention and maximizes their satisfaction. Moreover, operators can take advantage of social media platform integration and their players’ preferences in order to further enhance the betting experience online and develop what we at INTRALOT refer to as “Know Your Customers’ Likes (KYCL)”. As we already know, the main objective of the operators, is the expansion of their targeted audience. There has been a tremendous shift in the market and the entertainment that one could only get through a retail store, has now become a popular service accessible to the mass market without time and space limitations. This has made room for new betting functions, such as real time live betting and player negotiation functions that offer a multi-dimensional gameplay experience and ultimately create a multilateral win-win relationship between the player and the operator.

SIMPLEXITY DRIVES OUR GOALS

INTRALOT’s main objective is to successfully integrate all the modern tools available so that every player maximizes his satisfaction using his mobile device or smartphone and also benefit from each and every game he participates in, acknowledging that he can become a valued part of the game. A term that reflects our point of view is “Simplexity”, which consists of simplicity and ease of use merged with advanced features that enhance gameplay options at all levels. We combine state of the art technologies with expert know-how in order to enable operators deal with the modern challenges existing in the betting industry and, in turn, offer to the end player a fully personalized, unique and entertaining game experience.