International edition
October 15, 2021

Exclusive interview with Alana Levine, Client Relations and Communications Manager, Income Access

"The market for mobile traffic is becoming even more competitive"

We sat down with Alana at the ICE Totally Gaming conference in London earlier this month. She gave her take on how players and their device preferences as well as different markets are evolving.
United Kingdom | 02/29/2016

We sat down with Alana at the ICE Totally Gaming conference in London earlier this month. She gave her take on how players and their device preferences as well as different markets are evolving.

W

ho is the player of the future? How would you describe them? What are their characteristics? How are companies adapting their product offering to cater to this new type of player?

It’s interesting to look at how current players are evolving and what that evolution looks like. Many factors are contributing to this evolution, including those relating to new technologies and platforms for engagement, the consumption of media, and also how players’ day-to-day activities are influenced by these different variables.

The use of smart phones and tablets continues to increase globally. Recent studies show that global smartphone users spend around a third of their waking time on their mobile devices. Just as interestingly, much of the growth in mobile usage comes from an increase in the time users are spending in-app. Companies across multiple verticals, including gaming, are evolving to meet users’ changing device preferences and overall digital consumption.

“A great deal of businesses are exploring new markets – from Latin America to various African markets and even niche European ones”

Mobile and online gaming, once synonymous with innovation, have become common currency. What new ways of innovating will the industry see in the coming years?

We’ll see innovation in both product type and experience. From eSports to virtual reality, we’ll likely see businesses looking to diversify their offering to better engage with their customers.

Creating a social experience with an opportunity to interact with players in the global arena is something we’ll likely see more and more. The marketing of these products is also going to be a key driver of how the industry will evolve.

With brands starting to see greater value from mobile players than traditional desktop players, traffic sources are becoming more strategic. As a result, the market for mobile traffic is becoming even more competitive.

Apart from a strong presence of both eSports and omni-channel gaming at ICE 2016, what are the highlights of this year’s conference for you?

In the conversations we’ve been having at ICE, we’ve found that a great deal of businesses are exploring new markets – from Latin America to various African markets and even niche European ones.

Land-based casino brands in all these markets are also looking at their opportunities to move online with a digital offering. They’re interested in effectively bridging their brand across both offline and online.

Companies are also evolving their approach when it comes to their marketing strategies. Their teams are becoming more congruent and their approach to acquisition is becoming more holistic across their affiliate marketing teams, media buy teams, and SEM and content marketing teams.

Tools that can deliver intelligence across all these channels, as well as tie-in to customer retention efforts, will be key going forward.

How do you assess your participation in the 2016 edition of ICE? What feedback did you receive from European attendees?

We find that exhibiting at ICE allows us to connect with industry contacts and influencers we already have relationships with. The conference is also great for connecting with many new operators, suppliers and contacts that may not be familiar with Income Access.

The key value we see in ICE is having the opportunity to gather insight and information on how the industry is evolving. The show guides us on how we can continue to innovate to meet the needs of these new and growing markets. In general, ICE allows us to share with the industry where Income Access is heading as a company and all the new and exciting things we’ll be focusing on in the coming year.

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