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The European Gaming Meetups will keep you informed about the latest developments in the Europeangambling sector.
Panel description Operators constantly strive to stay ahead of their competition by trying to collect as much data about players as possible. It can be a complicated process that requires several aspects of a marketing plan to be combined. We assembled a panel with marketing technology experts who will discuss the challenges of combining this information and how to implement a well-rounded strategy.
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The debate about in-house versus outsourced marketing
Allan Petrilli : “The iGaming Industry is built historically on third-party integrations and relationships”
Alex Kornilov says “Outsourcing marketing technologies is the only solution – DIY in a business doesn’t work and isn’t scalable”.
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The trend of personalization, and how it helps clients:
Eberhard durrschmid: “Data speed and source, the need for real-time feedback and the ability to create user journeys that meet the needs of the client”. Personalization is the key. If your product does not respond to players, you’ll lose them.
Alex Kornilov : “Personalization – from Acquisition and Retention stages to Predictive Analytics” is a complex process.
Allan Petrilli “There’s more to personalization than just personalizing an advertisement – it’s all about the user experience and journey!”
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How far operators should extend their outsourcing to gain a better understanding of the customer base when entering the market:
Eberhard durrschmid: “Operators must first know the core values of their products, what their product is all about, and identify areas for improvement before they can utilize outsourcing”.
Allan Petrilli “You must understand which data types work best for you to identify user behaviour, and then collect as much information as possible from the third-party relationship”.
Alex Kornilov : “The essence of betting is fairly straightforward – Money. Knowing your core product is the first step. Then, you can expand your outsourcing.
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The value of collecting user data beyond gaming:
Alex Kornilov “Sports betting and casino are the hardest industries to personalize, because of their enormous depth of data.”
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How difficult can it be for operators putting together all of the data to understand their players
Eberhard Dürrschmid: “Operators require a new organizational structure to be built on top of infrastructure in order for them to receive new information from different sources”.
Alex Kornilov says “There is no secret to success – just hard work.” Communication between stakeholders is the biggest challenge.
Allan Petrilli “Whether you are a large or small company, you need a main point of contact with vendors. Someone who understands the integration demands”.
Operators in all industries must learn to use third-party services correctly.
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Future Development of Data
Alex Kornilov says “Data is the new oil, and the only way for the future to be successful!” You have to be fighting for percentages and data-driven decisions are the only way forward.
