International edition
September 29, 2020

Exclusive interview with Fotis Konstantellos, Group Director of Customer Experience, Intralot

Intralot to unveil “All about the Player” approach at ICE 2017

Intralot to unveil “All about the Player” approach at ICE 2017
Fotis Konstantellos unveils to Yogonet Intralot’s novel strategy to design gaming solutions that help operators drive player engagement and make the playing experience personalized and entertaining.
United Kingdom | 01/30/2017

Fotis Konstantellos unveils to Yogonet Intralot’s novel strategy to design gaming solutions that help operators drive player engagement and make the playing experience personalized and entertaining.

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ldquo;All about the player is the concept of this year’s thrilling customer journey in our award-winning Iconic Pavilion N5-160 at ICE Totally Gaming. We get to excite operators, retailers and players by presenting our latest lottery, betting, virtual and interactive solutions, all supporting in-store, out-of-store and online touchpoints in regulated environments,” Konstantellos told Yogonet.

Why is ICE Totally Gaming an ideal opportunity to unveil your next generation solutions?

ICE Totally Gaming is a unique gathering place where the major gaming players are given the opportunity to showcase their flagships and latest offerings. It is the year’s first ‘heavyweight’ arena which attracts thousands of attendees from around the world, giving us the chance to demonstrate the progression of our comprehensive portfolio.

By presenting our latest lottery, betting, virtual and interactive solutions, all supporting in-store, out-of-store and online touchpoints in regulated environments, we get to excite operators, retailers and players and receive their valued feedback.

Needless to say that the ICE audience is one of the most advanced, demanding and dynamic in taking businesses to the next level, ahead of competition.

As a social hub, ICE Totally Gaming is also the ideal meeting point for networking and business development opportunities.

What can you tell us about the products you’re planning to unleash at the trade show?

“All about the player” is the concept of this year’s thrilling customer journey in our award-winning Iconic Pavilion N5-160. The booth has been divided into the Retail, VLTs, Systems and Interactive areas where visitors will be guided through real-life comprehensive scenarios.

The retail environment addresses the needs of the modern lottery operator with advanced lottery and betting propositions, including on-counter clerk-operated machines, SSTs and vending machines.

Featured in the Systems area will be our upgraded CMS and CRM platforms, INTRALOT Canvas and INTRALOT Pulse. To amplify the experience, scheduled half-hour presentations will be held to demonstrate how these solutions represent the means by which current and future market demands can be met.

Finally, the Interactive section will host our Mobile and Games solutions, which are a collection of cutting-edge components that allow operators to create compelling lottery, betting and gaming experiences for their players.

In essence, what we are unveiling this time round is the INTRALOT end-to-end, all about the player approach, where UI/UX homogeneity across products and verticals is key in personalizing offerings and enhancing the user experience. Attendees will form a clear picture on how operators can achieve responsible growth and increase their bottom line by incorporating best-practices that unify channels and touchpoints.

How do you feel the European gambling markets will evolve in terms of player trends and technology impacts?

The European market is developed and sophisticated. To keep up with today’s fast-paced environment, the younger demographic and much of the mature segments progressively become on-the-go consumers that fully embrace technology. Due to their tight schedules, these digitalized individuals are characterized by increasingly impulsive buying patterns and by their willingness to share information about their preferences in order to receive personalized products and services.

In this context, the industry’s incorporation of mobile technology and its best practices in particular have already set the spark for growth in what may appear as a saturated European market, both by re-attracting the interest of the traditional gaming segment and by appealing to the new generation of players.

The industry is currently capitalizing on the mobile channel’s capabilities to gain valuable insights on player profiles and improve offerings. Evidently, mobile technology will be acting as the enabler for bringing the land-based and interactive worlds together and evolving the playing experience.

Many operators have already made significant steps in this direction, and we are working closely together to provide them with the complete technology and content portfolio needed to approach their targeted audience in any regulated market.

Which jurisdictions do you feel currently offer the most potential for gaming growth?

We see big opportunities in the US market, where we have an established solid presence, especially as a discussion on the future of sports betting is now taking shape

With our legacy in Retail sportsbetting in regulated markets, the US presents an ideal opportunity also in terms of its size.

We are closely monitoring the developing African market, where we have recently built a network of partnerships. Latin America and Asia are of course booming markets where we are present, and we continue to follow and mature significant opportunities.

What discussions should drive the 2017 agenda? Where will the focus be?

We expect the 2017 agenda to include several hot topics for the evolution of gaming. One of them will be the effort to engage and retain younger audiences without losing out on the traditional segments. Another challenge will be a comprehensive effort towards the bridging of verticals; both will be driven by digital technology.

The integration of these digital attributes that help personalize retail offerings and bring them closer to the new generation of consumers is an evolutionary task that will ‘reinvent’ the whole player experience. This means that a coherent customer journey needs to be created, enabling players to seamlessly switch from the store POS over to their mobile or desktop. INTRALOT’s goal is to make this journey simple and entertaining by offering advanced omnichannel and omnivertical solutions that will enhance the user experience.

In this context, we expect that flexibility through open and modular central systems that are fully vetted for stability and security will hit the table of discussion, depicting that they can be instrumental in personalizing the player experience. In an era where most industries are driven by data, technology gives more opportunities for operators to be at the right place at the right time and help collect valuable data which may be analyzed to help promote personalized offerings.

What is going to be your strategy this year to out-perform competitors and grow your market share?

Our ‘All about the player’ strategy will continue to be driven by our operational and marketing engines. Our objective is to give operators the power to turn to a single organized, reliable and secure provider for the integration of trusted solutions. These solutions need to be accompanied by timely, entertaining and interactive content in order to make products attractive while allowing us to feed our analytics tools to constantly improve and evolve our offering. At the same time, we are focused on providing operators with advanced tools to help them understand their players.

Integrating the mobile into the in-store playing experience is also of top priority, as it stacks countless benefits

It provides the conduit to deliver responsible gaming messaging, numerous tools for player account management, and CRM tools to manage relationships.

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