Need for speed

Speed is the new technological battleground for operators looking to gain an edge, not only in Europe’s mature markets, but also in emerging markets in Latin America, Asia and beyond.

When operators talk about speed, they can mean it in several different senses. There is the speed of integration when it comes to new products, there is the speed of marketing and CRM functions, and there is the speed of entry into new markets.

But these different use cases are all ultimately technological issues, and the speed at which an operator can act in each is usually a direct product of the power of their tech stack and platform.

This focus on speed has been the result of a move from the ‘one-sizefits- all’ model to one of almost infinite choice and possibilities.

Whereas before, operators offered a very similar product to their entire customer base and different markets, they now have the power to personalise the product at a granular level.

This does not just mean a bespoke product for each market an operator is active in; it can mean offering a tailored product to individual segments of a player base, enriching the user experience for all.

With the bar rising, those operators looking to gain a head-start on the competition must be able to move extremely quickly.

There are numerous examples within gaming where speed can be the difference between success and failure.

Perhaps a fast-growing casino brand wants to launch a sportsbook in time for a major football championship, to capitalise upon and better retain a growing customer base.

Or maybe an operator wants to ensure they have access to the latest slots from a particularly popular supplier before everyone else, knowing that this will give them a decisive edge among VIP customers and high-spending slots fans.

These integrations are an interesting area when it comes to speed. Traditional logic has dictated that operators would opt for a direct integration with suppliers when it comes to optimising both speed and control.

Smooth integration

But over recent years, and since the advent of a new generation of platform providers, it is becoming clear that this is no longer the case.

Operators are not usually integration specialists, so the process tends to take longer.

What many are increasingly seeking are partners that can offer pre-existing integrations with game and technology suppliers through their platform, and the flexibility to provide fast and hassle-free integrations with new suppliers that an operator has identified as a priority.

Meanwhile, there can be functionality benefits when games from different suppliers are integrated by a third-party and served to operators from a single platform.

We are seeing similar challenges from a regulatory standpoint. Immature, newly-regulated markets offer a huge opportunity to grab market share without spending heavily on marketing.

But if an operator misses this short window, they can be left fighting an expensive uphill battle against incumbents.

There are equivalent challenges presented in more mature markets. Take the UK as an example, where operators are facing a number of regulatory hurdles including a potential ban on daytime advertising, the introduction of GDPR, and an increasingly hostile affiliate marketing environment.

This shows us that it is naive to assume the status quo will prevail simply because the UK is a mature and well-regulated market.

Instead, operators are suddenly facing a range of challenges that will completely transform the way they market and serve their products.