Insights
Insights
Creating the Universal Gaming Experience
Games and their Ecosphere
The most successful operators aren’t necessarily the ones with the best games. The most successful bookmakers aren’t necessarily the ones offering the best odds. The most successful Lotteries aren’t the necessarily the ones offering the highest jackpots. As different segments of the gaming market converge, operators realise the need to focus on the gaming experience they deliver. Creating a universal gaming experience for their customers, that is, deploying games into their complete and extended ecosphere is the focus of leading operators. Games are of course a significant part of the gaming experience as they are indeed the main ‘product’ of the gaming operators.
INTRALOT Interactive is strategically positioned to develop and deploy the Universal Gaming Experience that implements and supports this new operator strategy. Universal Gaming positions the Customer in the centre, and all customer interaction points are managed in a single and transparent manner, irrespective of the engagement model or his preferences of game play. Universal Gaming unifies all elements that are generated throughout the customer gaming lifecycle, analyzes preferences and proactively proposes the necessary actions to optimize revenues by respecting responsible gaming principles. Through our solutions, we enable cross-platform mobility and unification from a player perspective, and have developed our technologies to be truly seamless to the player, offering shared login and authentication, shared wallet and a seamless depositing system across the platforms.
Kew strengths of our Universal Gaming Suite:
New Design. A platform built bottom-up and not part of a specific Game, using the latest in Software Development Architectures and Technologies Game Agnostic. Design centred around the Player and Customer and not around the Game
Extendable. Built-in API integration and SOA frameworks (Games Nexus) that allow easy expansion and introduction of Long-Tail games in complement with strategic core games.
More than a single wallet: Our Customer Platform embeds advanced online segmentations and user profiling, offering real time insight on the players.
Single Network, more control. Many games integrated in one single point of control together with integration of dedicated network games.
Stability & scalability. Regardless of system load, our long standing track record proves that your players get the fast and smooth playing experience they deserve.
Differentiation. Our software is parametrical and offers unparalleled customization possibilities, across all design, features and applications. The user is not restricted to just a redesign of colors and pictures of a generic client from the other software suppliers. In an increasingly competitive market, a user of our solutions stands out and brands the client in “his own way”.
INTRALOT Interactive’s Universal Gaming Suite, helps operators successfully manage all aspects of the games ecosphere:
Games and their Ecosphere
The most successful operators aren’t necessarily the ones with the best games. The most successful bookmakers aren’t necessarily the ones offering the best odds. The most successful Lotteries aren’t the necessarily the ones offering the highest jackpots. As different segments of the gaming market converge, operators realise the need to focus on the gaming experience they deliver. Creating a universal gaming experience for their customers, that is, deploying games into their complete and extended ecosphere is the focus of leading operators. Games are of course a significant part of the gaming experience as they are indeed the main ‘product’ of the gaming operators.
INTRALOT Interactive is strategically positioned to develop and deploy the Universal Gaming Experience that implements and supports this new operator strategy. Universal Gaming positions the Customer in the centre, and all customer interaction points are managed in a single and transparent manner, irrespective of the engagement model or his preferences of game play. Universal Gaming unifies all elements that are generated throughout the customer gaming lifecycle, analyzes preferences and proactively proposes the necessary actions to optimize revenues by respecting responsible gaming principles. Through our solutions, we enable cross-platform mobility and unification from a player perspective, and have developed our technologies to be truly seamless to the player, offering shared login and authentication, shared wallet and a seamless depositing system across the platforms.
Kew strengths of our Universal Gaming Suite:
New Design. A platform built bottom-up and not part of a specific Game, using the latest in Software Development Architectures and Technologies Game Agnostic. Design centred around the Player and Customer and not around the Game
Extendable. Built-in API integration and SOA frameworks (Games Nexus) that allow easy expansion and introduction of Long-Tail games in complement with strategic core games.
More than a single wallet: Our Customer Platform embeds advanced online segmentations and user profiling, offering real time insight on the players.
Single Network, more control. Many games integrated in one single point of control together with integration of dedicated network games.
Stability & scalability. Regardless of system load, our long standing track record proves that your players get the fast and smooth playing experience they deserve.
Differentiation. Our software is parametrical and offers unparalleled customization possibilities, across all design, features and applications. The user is not restricted to just a redesign of colors and pictures of a generic client from the other software suppliers. In an increasingly competitive market, a user of our solutions stands out and brands the client in “his own way”.
INTRALOT Interactive’s Universal Gaming Suite, helps operators successfully manage all aspects of the games ecosphere:
Channels & Touchpoints
Touchpoints are all the devices or ‘interaction’ endpoints / manifestations of the Operator’s offering. These combine devices furnished by the Operator as part of a physical presence at a POS or otherwise, and all devices used by the players or prospects. The user however will not only interact with touchpoints, but also with human agents or other manifestations of the operator’s presence (not only products) through the various channels – e.g. the retail channel (which also has several subcategories like self-service, POS, flagship, etc), the internet channel, the mobile channel, iTV etc.
Security, Trust, Compliance
An operator needs to be perceived at a minimum to be as secure as a bank but really be much more trusted than a bank. There can be no question regarding the security of the games, the player’s data, the processes, the operator’s people and everything else regarding the operator’s activities. Trust is built on security but also on something more; that the operator runs a business for a profit and this being only the fee the players are willing to part with in return for the entire gaming experience offered. The operator is trusted not only as a fair organiser of games but also as one which does not put profit above other aspects of its business.
Rich Content
Gaming is of course about games – therefore emphasis is placed on the ability to aggregate gaming content and seamlessly integrate it into the ecosphere without disrupting or diminishing the effect of the other available content. Each game creates naturally a different experience, one is about chasing big dream wins, others about skill and reputation, others about fun communities etc etc. Each game therefore is launched into an ecosphere where the relevant parts are enhanced whereas others may not be as important. Games, especially in the interactive channels are used to create the long-tail effect, i.e. create an extensive combination which appeals to the entire potential customer demographic, including addressing small demographic segments. What’s more, games on interactive channels may be used as content in all respects, including a short lifetime – this means there needs to be a constant renewal stream with new content. Content however is not only about games. In line also with community issues and support, content is important in all respects of managing the experience of the player. So especially on interactive channels support content, information or entertainment content must be renewed as frequently as even a few times a day in some cases. Also, user generated content need to be encouraged and rewarded – if community-building is successful a lot of the required content can come from users.
Players Community & Involvement
The message: Players are part of a community of like-minded individuals that enjoy participating in the games. The operator is just a facilitator of this community, organising the games on their behalf and providing the required services. The message is manifested at every level and in every way. It is a core part of the operator’s culture, and is evident in all real-life and interactive channels. The habits of the demographics fluent in interactive channels and devices are greatly affected by interactive social networks and the culture of online community-building. Evidently, interactive channels require even more emphasis than traditional ones on community building and offering at least the same socially networked experience that modern interactive experience is about. The message from the Operator should be simple: we are part of the same community and the operator is the facilitator of fun and community-building.
Support and Loyalty
The operator needs to ensure customers are supported in every step of their gaming experience. Information, education, customer support channels would all combine to provide this. What is more, in channels other than the retail, the human factor needs to also be replaced adequately since there is no POS agent nor other players physically present like they are in a POS. Providing all the reactive or even passive support (e.g. customer hotline and help pages respectively) is not enough. Combining with the expected sense of community, players can be educated or supported by other players (interactive community) and through concepts like gaming experience companion apps which include all required information.
Consistency, Continuity, Proximity
Players expect to be customers of one single organisation – this singularity needs to be manifested across every potential interaction with the organisation and also in passive reception of information or content. With the ever-growing heterogeneity of an operation with so many various channels, products, processes etc consistency and continuity (like for example in the sense of continuing a playing session from the mobile to the internet etc) cannot be considered secondary goals for the operator. In the retail environment, customers expect to be presented with an accessible solution if they are to consume a product – it needs to be offered to them either in small distance from where they live or to be available in one of their usual routes like e.g. the high street. The same principle applies in the universal gaming experience; content and the possibility to participate in games should be ‘present’ but also ‘known’ (i.e. walking down the street, a store needs to advertise itself through signs etc, it cannot be conspicuous) so customers may gain access easily, without searching in all channels or activities they embark in as a habit (internet, tv, others).
Brand & Returns to society
This includes all activities, processes and actions which influence and manage the perception of the public towards the operator, its games and various sub-brands as well as the various acquisition activities which are not linked to a specific and measurable campaign management process. Brand as far as it is connected to the operator’s mandate and the society is rather important. It is not only about gaming taxes or government dividends, if applicable. It also goes far beyond just standard corporate responsibility. As a simple approach, the operator need to adopt throughout its organisation and offering the culture of not just a business offering games but also that of a facilitator of games, the profits of which will also benefit society.
Responsible gaming is also considered as part of this mandate, and the operator needs to be proactive in ensuring that responsible gaming practises throughout the operation are not only about compliance but about actively ensuring the games are organised in a healthy ecosphere in accordance to the surrounding society’s wellbeing.
Touchpoints are all the devices or ‘interaction’ endpoints / manifestations of the Operator’s offering. These combine devices furnished by the Operator as part of a physical presence at a POS or otherwise, and all devices used by the players or prospects. The user however will not only interact with touchpoints, but also with human agents or other manifestations of the operator’s presence (not only products) through the various channels – e.g. the retail channel (which also has several subcategories like self-service, POS, flagship, etc), the internet channel, the mobile channel, iTV etc.
Security, Trust, Compliance
An operator needs to be perceived at a minimum to be as secure as a bank but really be much more trusted than a bank. There can be no question regarding the security of the games, the player’s data, the processes, the operator’s people and everything else regarding the operator’s activities. Trust is built on security but also on something more; that the operator runs a business for a profit and this being only the fee the players are willing to part with in return for the entire gaming experience offered. The operator is trusted not only as a fair organiser of games but also as one which does not put profit above other aspects of its business.
Rich Content
Gaming is of course about games – therefore emphasis is placed on the ability to aggregate gaming content and seamlessly integrate it into the ecosphere without disrupting or diminishing the effect of the other available content. Each game creates naturally a different experience, one is about chasing big dream wins, others about skill and reputation, others about fun communities etc etc. Each game therefore is launched into an ecosphere where the relevant parts are enhanced whereas others may not be as important. Games, especially in the interactive channels are used to create the long-tail effect, i.e. create an extensive combination which appeals to the entire potential customer demographic, including addressing small demographic segments. What’s more, games on interactive channels may be used as content in all respects, including a short lifetime – this means there needs to be a constant renewal stream with new content. Content however is not only about games. In line also with community issues and support, content is important in all respects of managing the experience of the player. So especially on interactive channels support content, information or entertainment content must be renewed as frequently as even a few times a day in some cases. Also, user generated content need to be encouraged and rewarded – if community-building is successful a lot of the required content can come from users.
Players Community & Involvement
The message: Players are part of a community of like-minded individuals that enjoy participating in the games. The operator is just a facilitator of this community, organising the games on their behalf and providing the required services. The message is manifested at every level and in every way. It is a core part of the operator’s culture, and is evident in all real-life and interactive channels. The habits of the demographics fluent in interactive channels and devices are greatly affected by interactive social networks and the culture of online community-building. Evidently, interactive channels require even more emphasis than traditional ones on community building and offering at least the same socially networked experience that modern interactive experience is about. The message from the Operator should be simple: we are part of the same community and the operator is the facilitator of fun and community-building.
Support and Loyalty
The operator needs to ensure customers are supported in every step of their gaming experience. Information, education, customer support channels would all combine to provide this. What is more, in channels other than the retail, the human factor needs to also be replaced adequately since there is no POS agent nor other players physically present like they are in a POS. Providing all the reactive or even passive support (e.g. customer hotline and help pages respectively) is not enough. Combining with the expected sense of community, players can be educated or supported by other players (interactive community) and through concepts like gaming experience companion apps which include all required information.
Consistency, Continuity, Proximity
Players expect to be customers of one single organisation – this singularity needs to be manifested across every potential interaction with the organisation and also in passive reception of information or content. With the ever-growing heterogeneity of an operation with so many various channels, products, processes etc consistency and continuity (like for example in the sense of continuing a playing session from the mobile to the internet etc) cannot be considered secondary goals for the operator. In the retail environment, customers expect to be presented with an accessible solution if they are to consume a product – it needs to be offered to them either in small distance from where they live or to be available in one of their usual routes like e.g. the high street. The same principle applies in the universal gaming experience; content and the possibility to participate in games should be ‘present’ but also ‘known’ (i.e. walking down the street, a store needs to advertise itself through signs etc, it cannot be conspicuous) so customers may gain access easily, without searching in all channels or activities they embark in as a habit (internet, tv, others).
Brand & Returns to society
This includes all activities, processes and actions which influence and manage the perception of the public towards the operator, its games and various sub-brands as well as the various acquisition activities which are not linked to a specific and measurable campaign management process. Brand as far as it is connected to the operator’s mandate and the society is rather important. It is not only about gaming taxes or government dividends, if applicable. It also goes far beyond just standard corporate responsibility. As a simple approach, the operator need to adopt throughout its organisation and offering the culture of not just a business offering games but also that of a facilitator of games, the profits of which will also benefit society.
Responsible gaming is also considered as part of this mandate, and the operator needs to be proactive in ensuring that responsible gaming practises throughout the operation are not only about compliance but about actively ensuring the games are organised in a healthy ecosphere in accordance to the surrounding society’s wellbeing.
- Interactive Lotteries
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