Egaming industry predictions for 2017 - part 2

Andy McIver, CEO, The Intertain Group Ltd

Mobile penetration will continue to increase.
The growing number of smartphone users will continue to drive mobile gaming and push operators to develop fresh and relevant content. No other device has the same commercial potential for the online gaming industry, both in terms of giving customers more opportunities across more devices, as well as attracting a younger demographic. Online gaming companies will be investing more in the creation of customized games and features, specific to how a mobile user interacts with his or her phone.

Content, and specifically branded content, will be very big.

We’re accustomed to seeing branded slot machines on casino floors – it doesn’t take long for the biggest blockbuster movie to be translated into a slot game – and this practice will now jump over to online gaming. Savvy operators will secure property licensing rights to critically-acclaimed TV shows and movies to enable them to lure new customers, keep them engaged, and build loyalty. Combine this with specific usability and designs for mobile gaming, and the online industry will be able to tap into the gaming preferences of a younger demographic. I haven’t yet met a millennial who loves gaming on a slot machine.

Geographic expansion as more countries open up and embrace regulation.

I’m excited about this one, as there are many countries embracing regulation which in turn creates opportunities for Intertain and our subsidiaries, such as Jackpotjoy, Vera&John and Mandalay. Mexico, Brazil and even Canada have decided to pass legislation to partner with offshore operators in order to provide legal access to their populations. Given the ongoing uncertainty in Europe over Brexit, and the general uneasiness greeting the arrival of President-Elect Trump throughout the world, I predict less consolidation for the time being and more expansion through new geographies.

Andreas Bardun, LeoVegas head of sportsbook

Innovation in sports betting

With major operators focusing on mergers, acquisitions and regulations the innovation part in the sports betting industry has been lacking. 2016 saw some emerging new concept on how to tackle the new user experience demands from customers but I predict that 2017 is really the year it will take off. We will see some breakthrough ideas that will make a big difference in the market.

Regulation

There will be a major focus on how to tackle new, existing and upcoming regulated markets from both an infrastructure and technology point of view. With major markets about to be regulated and other big ones gearing up for regulation there is huge advantage to have technology that can easily adapt to regulations.

More use of machine learning

2017 will be the year when operators will make more use of machine learning in their business. With more games and betting opportunities than ever the demand for more accurate searches, personalised content and recommendations has never been greater. The use of machine learning will also help improve marketing and customer segmentation which always have been a big problem in this industry.