When we think of ‘personalisation‘ in an experience, we think of something that is designed to cater specifically to the whims and preferences of one individual, or group of individuals. In the realm of electronic commerce, it has a more specific meaning.
Personalization is a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.
This method of product structuring has become a primary focus in the mobile gambling industry, especially where Millennials are concerned. Such was the topic of the ICE VOX panel at the ICE Totally Gaming convention in London on Wednesday.
As the discussion took shape, it became obvious that mobile gaming operators are moving in a single direction towards the provision of skill based games and a more personalized experienced designed to draw in today’s younger generation of gamblers.
Millennials are the key to the industry’s continued growth. Statistics have shown they use mobile devices for an average of 3.2 hours a day. The question is, how do you draw them to your website, encourage them to make a deposit, and place wagers on the games, when competition is fierce and they have no interest in traditional casino games like slot machines?
Adrian Neilan, former CEO of the Irish Greyhound Board, opened the discussion with a quote from Forbes Magazine:
“There is a greater demand for personalisation and customisation, and platforms and publishers alike are doing what they can to cater for that demand.”
Neilan said this general concept must be amplified to an obdurate degree in order for mobile gambling operators to “reach, attract and persuade” millennials. He called them “deal seekers”, in the market for a transparent offering that provides instant gratification.
Traditional advertising won’t work, Neilan explained. Millennials are more driven by “word of mouth”, and that message is most often received via social media outlets.
Today’s younger generation is also influenced by reciprocation. Give them something to encourage first-time use – such as a free bet – and they will be more likely to try a product. If that product is appealing, and provides the personalization and customization that these player’s so greatly desire, they will become repeat users – eventually “fans” of the product who recommend it to others via social platforms.
Stefano Gorgoni, Head of Inbound Marketing for Hero Gaming, agreed that skill based games on a superior platform will do the trick. He elaborated on the concept, encouraging operators to closely monitor social media. This will give them inside access to what millennials are saying about their product, and help them tweak it by whatever means necessary.
Gorgoni also spoke on the importance of inbound marketing as a way to attract interest from new visitors. Success comes when individuals transition from a visitor to a customer, then to a fan. In order for that to happen, he said the product must be underlined by a fast website that is easy to understand and navigate, and offers a personalized experience.
Neilan and Gorgoni expect the mobile gambling market to expand with a renewed focus on the availability of skill based games that mimic the video games millennials grew up with. Neilan warned operators to take the reigns immediately, though. Don’t wait to see what works for othes. Technology progresses at a rapid pace, and today’s “vocal generation” will guide them in the right direction.