“Omni-channel is the great buzz word in the industry”

What are your expectations for the iGaming Super Show?

The Super Show was a great event last year and the move to a more B2B focused conference is very welcome. It also comes at a good time of the year when there are no other conflicting events close to it.

What will you be doing at the Betting Trends & Strategies conference?

I have been invited to speak on a panel “Customer CRM – Use It or Lose Them,” together with Dave McDowell (FSB Technology) and Dorothy Creaven (Element Wave). The session is going to be focused on the importance of CRM, discussing how operators can improve their marketing communications using the latest technology. I believe it will be great to directly address current issues of the industry.

What are Comtrade Gaming's policies, regarding CRM utilization?

We strive to build a centrally-managed CRM system, where operators can manage player activity from one place via all channels (web, e-mail, chat, mobile phone, game terminal). The campaigns operators can operate based on a 360° view of all player activities, which enables personalization that is either based on segments or even individual VIP clients. Integrated loyalty incentives and automated bonusing that can be triggered in real time are also very important.

The importance of marketing communication in a company's strategy is very significant. What does Comtrade Gaming do to add value to the products and services the firm provides?

We engage with our operators at every level through their business. This means we can assess the difficulties they face and enhance our products to their exact requirements. We believe that it is only through such direct involvement that you can really add value.

What will the trends be for the next years?

Localization will become more and more important as new jurisdictions open up and existing markets tighten up local regulations. ‘Omni-channel’ is the great buzz word in the industry at the moment. To us, from a player point of view this simply means ensuring that your multi-channel approach is a universally similar one. However, many operators have yet to achieve this. Certainly across land-based and online it is still lacking, and it will be some time before operators adopt the technology to ensure a truly universal player experience.

What are Comtrade Gaming’s plans for the rest of 2015?

We have a very busy year ahead of us as our business spreads further across the globe. It’s safe to say where there is activity in online or land-based markets, Comtrade Gaming will be there. There will be some announcements in the very near future, so watch this space.