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TRANSITIONING TO AN OMNI-CHANNEL SUPPLY Industry leaders from GiG, BetConstruct, Yggdrasil and EveryMatrix discuss making the transition to an omni-channel supply, in an attempt to function successfully in the current climate, with Peter Lynch Ebbe Groes – Group CEO, Every Matrix
Martin Collins - Director of Sales and Business Development, Gaming Innovation Group (GiG)
Sargis Poghosyan Chief Product Officer, BetConstruct
Stuart McCarthy – Head of Partner Programs, Yggdrasil
SARGIS POGHOSYAN:
Market solutions are mainly divided into land-based and online channels, which offer various products and interesting opportunities. If we take from the legislative point of view, in many countries they have different legal restrictions for both online and land-based channels, and the main point for the company is to be able to set different restrictions and rules for these two divisions. From the players’ standpoint, naturally these two channels are offering different experiences, even if they show the same products.
EBBE GROES:
The most basic difference is the existence of anonymous betting. Not technically difficult to handle, but a massive difference in what you can do with the product, say doing player limits, game recommendation, bonusing as mentioned above. Anonymous retail gambling is one-size-fits-all and rather primitive. Next to that is the whole dimension of betting shops, with separate reporting, tracking, features. That comes with a long list of retail specific features, none of them tricky, just time-consuming.
STUART MCCARTHY:
MARTIN COLLINS:
The one major difference between retail and online is the ability to get up close and personal with the customer. That ability to really know what the customer likes to drink and what they have been up to that day makes a massive difference when driving loyalty. If you can capture both via a seamless solution, you can utilise that loyalty in an online environment, which has been built in retail.
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WHAT ARE THE MAIN DIFFERENCES YOU HAVE TO CONSIDER BETWEEN LAND-BASED AND ONLINE?
Aside from the obvious considerations around RTP (return to player), staking and spin times and how that impacts gameplay, as game builders we also have to take into account how a game sits in its environment. You are no longer building a game that is designed just to be enjoyed on a mobile phone or within the comfort of home. These games have to resonate in betting shops, bingo halls, cafés and truck stops; and from an audiovisual perspective the game has to pack a punch.
