hat are the most significant opportunities you are seeing in America for companies like Optimove?
America is a strongly emerging market in terms of iGaming. There's a lot of sophistication going on in the way online gaming and real–money, traditional gaming is progressing in the US. It's becoming really important to engage with customers in a very customer-centric way, understanding what kind of promotions, incentives and challenges are driving the desired behaviour.
At Optimove, we use highly-segmented personalized campaigns, which are driven by our advanced customer model and predictive analytics. We are one of the few companies around—if not the only company—that are enabling these types of innovative gaming companies to engage with their players in an extremely customer-centric way.
What elements are vital to maximizing revenue?
Overall, having a customer-centric view point is very important for organizations. It's not only about retention, it's about understanding that the end user of the product does not care about organizational make up and complexities, but he cares about the brand experience. Engaging with customers in a personalized, relevant and seamless way across their entire user experience is a hugely important element. Whether they're playing on-site or online, it is important that they have a consistent, enjoyable experience.
What are the main differences you see between ICE and G2E?
In Europe, iGaming is much more seasoned because there's more advancement in the way people understand both the industry and the technologies, whereas in America online gaming is still in its youth. iGaming companies in the US haven't been able to mature as much as they have in the UK and in Europe as a whole.
Although G2E is still a land-based show, companies are investing in innovation and embracing new technologies. Despite the slowness of the process, we're seeing significant changes in the American online gaming market.
Attracting and engaging millennials is a hot topic right now. What is the gambling industry doing wrong that it cannot engage younger audiences?
Millennials are a unique type of user. They're less patient and expect brands to “get” them. For gaming operators, this means that accurate personalization is vital. Consumers of earlier generations were much more private with their data and found personalized experiences creepy and intimidating. Thus, companies were very hesitant to use customer data to be more personalized because it wasn't in line with the consumer's expectations. However, “emotional intelligence” on the part of brands is an important thing for millennials. Brands have to relate to this generation. The data is the key to unlock both personalization and emotional intelligence, which are two main things millennials want.
Gaming companies that don't know how to deliver a customized, relevant and unified experience across the board, that don't know how to engage on a one-to-one level and those that are not using the data properly are disengaging with millennials.
What's next for Optimove?
There are no mergers or acquisitions on the horizon. Our plan is to increase our presence in the UK and US, while continuing to rapidly evolve the technologies and capabilities found in our software.