Interview with Aleš Gornjec, General Manager

"The global market is developing along Comtrade's strengths"

"By presenting our product portfolio, our demonstrations centred around benefits of 360 player data and business analytics for operators to engage, acquire and reactivate all player segments," he stated.
2018-02-27
Reading time 2:18 min
Aleš Gornjec, Comtrade Gaming's General Manager, has granted Yogonet an exclusive interview in which he provided an assessment of the company's presence at ICE Totally Gaming 2018, as well as Comtrade's approach towards the cross-channel experience, one of the hot topics at this year's edition of the show.

What is your general assessment of Comtrade's presence at ICE 2018?

ICE is a stage for industry leaders in business, technology and innovation to exhibit the current trends and future direction of the gaming industry. The event proved to be a valuable opportunity in terms of promoting our product functionalities, identifying new business opportunities and recognizing the overall direction that the industry will develop. The most impressive aspect of all three days was signing a new client with international ambitions for our iCore – The Enterprise Gaming Platform.

One factor that remained consistent at the event is that the global market is developing along our strengths. The industry continues to emphasize converging player data, content and products, specifically in the form of multi-channel CRM. By presenting Comtrade Gaming's product portfolio, our demonstrations centred around benefits of 360 player data and business analytics for operators to engage, acquire and reactivate all player segments.

Which was the product that attracted the most attention from operators on your stand?

Comtrade Gaming debuted a new extension to its sCore product line: an operator-controlled player messaging and media presentation engine. The sCore Media Engine upgrades slot machines into a promotional channel that communicates personalized incentives, venue promotions and player account information on the game screen. The product enriches the player experience on G2S standardized gaming machines using an award engine with predictive modeling to evaluate and communicate eligibility in real-time.

As competition between operators continues to increase, the capability of their CRM systems will be the differentiating factor on how CRM systems influence player lifetime value. Managing meaningful customer acquisition and retention campaigns is simplified with CRM systems since they integrate all customer spending and behavioral data across multiple touchpoints and channels. Industry-leading systems are designed to track events as they happen (ex. hotel room reservation, casino activity) and store new information for customer profiling and awarding opportunities.

• Unified 360° customer view to show all property activity in one central profileŽ
• Dynamic customer segmentation on their activities for personalized offers
• Centralized marketing automation with rules-driven bonusing and loyalty
• Award customers in real-time while they are engaged at your property
• Cross-selling between hotel/resort, slot/table games and food & beverage

One of the hot topics at this year's ICE was Multi-channel Convergence. What is your approach towards the cross-channel experience and why is this a key revenue driver for businesses? What are the main barriers to multi-channel success?

Convergence brings a number of key strategic benefits, including the ability to create competitive advantages through exceptional customer experience. The multi-platform user is the most valuable demographic in the gaming industry and this statistic proves that operators are driven to think in terms of cross-selling their products. By following this principle, Comtrade Gaming’s product portfolio engages customers while optimizing multiple channels, devices and player touch-points.

The advancements in 360° player view and life-cycle management strategies better serve gaming operations across multiple products and channels. Adjustments to system capabilities now allow configuration and scalability along any operator size, business preferences, requirements and regulatory conditions. With these enhancements, iCore optimizes every aspect of the multi-channel operation by identifying key player segments, automating marketing campaigns and managing operations with its business intelligence back office.

Leave your comment
Subscribe to our newsletter
Enter your email to receive the latest news
By entering your email address, you agree to Yogonet's Condiciones de uso and Privacy Policies. You understand Yogonet may use your address to send updates and marketing emails. Use the Unsubscribe link in those emails to opt out at any time.
Unsubscribe
EVENTS CALENDAR