Archive for September, 2015

Differentiate or die!

Wednesday, September 23rd, 2015

Sotiris Sklavounos, Senior Product Manager, INTRALOT

The Apple app store launched on July 10, 2008 with a mere 553 apps in its inventory. Today, just seven years after the launch, the app store contains approximately 1.5 million apps, whereas the Google Play Store contains roughly 1.6 million apps. Any search for betting, gambling, casino or lottery apps in the app store will reveal (depending on the country) more than 100 apps for each category. Imagine the consumers’ dilemma in this case. It’s like entering a huge supermarket with over a million different soft-drink cans and trying to choose from more than 100 different cola products that all look identical. How can operators’ apps and mobile sites stand out from the clutter and find their way to customers’ mobile devices?

The answer is simple: through differentiation. Differentiation however is easy to cite but difficult to execute effectively. Mobile gaming tends to become a commodity in terms of offered content like promotions, bonuses and markets. The brand name of course is an important factor and affects customer decisions up to a certain degree, but it is not a panacea. Operators must also pursue effective differentiation on other levels. For instance, user interface (UI) and user experience (UX) design are two of the most important areas that could help a mobile product stand out from the crowd. These are areas that define the usability, aesthetics and customer interaction. Mobile presents a fundamental shift in the way we conduct business and interact with our customers. Significant intellectual capital and investment efforts have focused on designing new patterns for the interaction between the users of mobile devices and the offered content. While designing mobile offerings, operators should keep in mind that customers, having been exposed to a series of very carefully executed UIs from other apps and mobile sites, are more selective and demanding. Instead of a flashy, Las Vegas-style heavy UI (that is also difficult to handle for the less powerful devices), using a flat, minimal and easy to navigate interface, will immediately attract attention. Integrating features and functionalities that are inherent to the mobile use into the mechanics of the product is also a must (for example lottery quick-pick numbers based on gestures, on attributes of the current location of the device etc.).In addition, making use of the technologies around mobile (like Bluetooth and proximity networking) in order to enhance gameplay (e.g. gathering together a group of friends to play a card game) is an addition that can create greater engagement with the product.

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The future of in-play

Thursday, September 3rd, 2015

 

Interview of Ben Simchon Chanoch, Group Betting Director, Intralot, at iGaming Business magazine

The emergence of fully automated solutions has seen in-play become a central pillar of the operator product offer, regardless of size. But is the industry already stretching the limits of possibility for live betting, and is there any value left in offering more events? Ben Simchon Chanoch of Intralot gazes into his crystal ball for iGaming Business.

Could you ever imagine the betting industry without in-play? The answer would definitely be in the negative. It is just a few years back that most of the operators offered only very few live matches per week with a limited markets offering that was primarily football-focused. Today, the same operators offer thousands of live events per month, across all the different sports.

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