SBC News EIG Berlin Notes - User & Product Experience

EIG Berlin Notes – User & Product Experience

EIGBERLINCUNTS
EIG Berlin – User & Product Experience Panel

Session Overview

Day 1 panel session focusing on product and user features within igaming’s complicated delivery/technical  framework. Panel sheds insight on cross-selling strategies, product integration and delivery within igaming frameworks. The panel further discusses the implementation and player engagement of home grown igaming products versus network produced games.

EIG Berlin Session Speakers – Ciara Nicliam Rank Interactive & Richard Ridge Betfair,

SBC Session Notes

  • The trend for operators to offer different applications for their different product ranges looks likely to end soon as more and more operators concentrate on cross-selling their products, that is the conclusion made by a panel on user experience at this week’s EIG.
  • Ciara NicLiam, Rank Interactive’s Casino, Games and Live Casino Product Manager, explained that as cross-selling is being built into people’s targets now, the push is now for more integration and that means fewer single product apps. She added that in the past each of a website’s product tabs may have been run by separate teams irrespective of how they fit in with the other product lines in the business, but that approach is definitely coming to an end.
  • Richard Ridge, Senior UX designer at Betfair, suggested that there was still some scope for operators to provide in-house slot experiences in amongst all the generic slot offers across brands. He likened the current role of operators as supermarkets for gaming and added that even the supermarkets offer their own brand product lines amongst all the famous brands.
  • Ciara NicLiam said that using their own in house slots would be difficult for Rank as its players want to play the traditional games that they play in the Grosvenor Casinos. She added that the company’s challenge is to cross sell the players from these games onto the more profitable games.