Top tips from Betware on how to overcome challenges in the gaming industry
Is gaming industry experiencing any challenges at the moment and how are companies dealing with these challenges? Prior to the World Gaming Executive Summit 2012 we decided to catch-up with some of the experts in the gaming industry and find out. In this interview Betware, the sponsor of the World Gaming Executive Summit 2012 shares their views on the situation.
Terrapinn: What are the main challenges in the gaming industry at the moment?
Betware: The new regulations and liberalization of the markets across the world represent some of the main challenges for both operators and vendors. However, this is a unique time in our industry because this wave of change also represents a huge opportunity for those ready to seize them. Growing competition and players’ expectations are drivers for constant development of gaming solutions and state of the art games and services. The gaming world converges with the world of traditional entertainment, sales channels are merging and thereby creating great potential for creativity and development. This means that operators and their vendors need to be constantly focusing on fresh ideas to keep the player happy with the aim of increasing revenues. Furthermore, clear regulation set out by regulators towards their jurisdictions require the operator and their vendors need to ensure all requirements are being met at all times in order to achieve and maintain a gaming license.
What does Betware do to overcome these challenges?
Betware: Betware’s aim has always been to provide gaming operators with top notch solutions best fitted to their needs regardless of their size or market position. The growing competition for player retention requires operators to be able to customize their offering quickly and effortlessly. As games are becoming a commodity the operators struggle to constantly offer best of breed products, new payment methods, newest game concepts and exciting entertainment. To successfully compete in such market conditions, it is extremely important for operators to employ a multi-sourcing strategy. This requires them to implement a single gaming platform and player account that guarantees such freedom and can be integrated with best game vendors of the operator’s choice. The gaming platform designed by Betware offers operators one Player Account which can interact with all the games the operator has to offer. Designed with openness in mind it enables operators to easily adopt best of breed and exciting new games. This facilitates access to top notch services and games chosen from the market, all integrated into the gaming platform. Hence the operator can to put its main focus on player acquisition and retention by marketing towards the players and drive increased sales and player satisfaction. In the meantime Betware focuses on the technology and helps the operator meet the requirements set out by the regulator.
Working with a partner with experience in setting up an online sales channel and understanding player behaviour is essential for the operator. In the increased competition among operators the success will rely on which operators are best in reaching out to the players with the best games and marketing efforts. Betware has extensive experience in launching many innovative lotteries such as the Danish National lottery, the Spanish National Lottery and BCLC in Canada as well as land-based operators as Cirsa Corporation and Grupo EGASA in Spain.
Why are you sponsoring the World Gaming Executive Summit 2012 and what are you looking forward to the most?
Betware: Such events are a great meeting point for all market players (the operators, regulators and vendors) and a discussion point about the current changes and challenges on the market. We believe that it is important to share our ideas and best practices. It is also a networking opportunity to discuss with our customers and partners.