The fu­ture of the Om­nichan­nel ap­proach – Put the player at the cen­tre

Malta Independent - - NEWS -

Land based and on­line gam­ing com­pa­nies fo­cus on the sat­is­fac­tion of the fi­nal user.

Dur­ing the nu­mer­ous con­fer­ences on the most in­ter­est­ing top­ics of the in­dus­try at Sigma - Sum­mit i-Gam­ing Malta - the im­por­tance of the Om­nichan­nel so­lu­tion for land based and on­line op­er­a­tors has emerged.

Alessan­dro Fried, pan­elist at the con­fer­ence “Omni-chan­nel sports bet­ting” high­lighted “Re­tail op­er­a­tors are not di­rectly fo­cused on the player at the mo­ment be­cause of a lack of in­stru­ments. Their clients are anony­mous point­ers; they do not have any data and they can­not build any strat­egy on the player him­self. In some cases, re­tail op­er­a­tions are mul­ti­chan­nel, with dif­fer­ent independent chan­nels to­tally dis­con­nected be­tween each other. The fu­ture of Re­tail is the Om­nichan­nel ap­proach which puts the player at the cen­tre, in­de­pen­dently of the chan­nel the player will use.”

Com­ment­ing on the trend, Fried added, “In an Om­nichan­nel en­vi­ron­ment the plat­form is able to track the player on all the chan­nels, to pro­vide the op­er­a­tor cross chan­nel data anal­y­sis tools and give him the pos­si­bil­ity to im­prove his re­ten­tion strate­gies and cross chan­nel ser­vices.”

Nowa­days, every­body is talk­ing about Om­nichan­nel, but not many op­er­a­tors or providers are ready for this. Till to­day, the plat­forms avail­able on the mar­ket are built for a spe­cific chan­nel. In many cases, op­er­a­tors use a dif­fer­ent plat­form for each chan­nel or adapt a plat­form to be used in a mul­ti­chan­nel en­vi­ron­ment. But this is far away from a mul­ti­chan­nel so­lu­tion.

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