Inside Asian Gaming

November 2017 inside asian gaming 37 provide a scope to which platforms refine their capabilities. A valuable platform should not only provide operators with data to make the right decisions for their players’ needs, but the features to do so. Technology providers that spearhead gaming innovation rest their credibility on platform migrations and the standards to which they are performed. While competition remains the basis of all technology adjustments, there are three scenarios that stand out as reoccurring cases when online operators are positioned to change their online casino platforms: 1. Advance player engagement with the introduction of advanced, automated and real-time bonusing. Operators are on the lookout for a bonusing solution that allows them to efficiently incentivize players, engage them with new products and improve their total lifetime value. Leading market platforms contain micro-segmentation properties that create specific engagement strategies for acquisition and retention campaigns for personalized promotions, bonuses and loyalty benefits. Through these features, operators are able to plan, launch and monitor multi-channel and product promotions and rely on a responsive system that self-adjusts campaign properties according to responses. 2. Improve player experience by introducing a seamless wallet that would allow players to try new products without having to transfer funds from one product to another. Operators also look for a seamless wallet to facilitate cross-product bonusing. Promotions, bonuses and loyalty should run across any product and supplier with multi-channel messaging support and create targeted incentives to influence player acquisition, retention and migration. 3. The ability to quickly introduce new products and innovation. A new platform needs to be open and flexible, but also with a set of pre-integrated products for a specific market demographic. Bonusing and marketing dashboards emphasize the ways in which online channels can implement new strategies to reinforce more competitive positions, iGaming in Depth iGaming Blue Pages Director of Interactive at Comtrade Gaming, Steven Valentine “There are many highly public cases where platform migrations, rather than having a positive effect on the business, have actually reduced revenues.”