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Berlin, 28 October 2014 – A record number of international visitors and gaming operators to this year’s EiG in Berlin enjoyed an inspiring venue in the heart of the capital’s start-up hub as well as lively debates with global thought-leaders from inside and outside the industry.
Last week’s EiG 2014 at the Arena Berlin delivered a packed schedule of unmissable sessions and networking that were enjoyed by more than 1,500 gaming professionals from around the world. This year Clarion Events decided to implement significant changes to the show format with great results.
The show was moved to an ‘edgier’ venue to reflect the theme of disruption and innovation plus the debate was moved right into the middle of the exhibition place creating an inclusive space for debate and networking. Over three days attendees were treated to an excellent mix of thought-provoking presentations and open debate.
Day 1: Gaming needs the Hollywood factor
The first session was kicked off by Martin Kruse, a senior executive adviser at the Copenhagen Institute for Future Studies (CIFS). He advised the iGaming industry to make players feel like they are part in a Hollywood story in order to tap into personal aspirations and the increasing convergence with the gaming sector.
In an entertaining presentation that touched on various issues, including virtual reality, virtual currency and poker, Kruse told attendees of how they can prepare for the uncertainties of future technological disruption.
“Increasingly the gambling industry needs to work like Hollywood to build a storyline for people so they think it’s not just about money but also transformational,” Kruse said. “We are seeing a lot of change from the players outside the market in this regard. They realise that the social element is becoming the bigger thing, and it’s not just about money – it’s about social interaction.”
When attempting to anticipate the future of iGaming, Kruse noted that technological disruption is “very hard to predict”. However, he believes that customers will become increasingly “empowered” by the shift of technological innovations.
Day one continued with a session on ‘Scenario Planning for the Future’. Paul Holmes, VP of Strategy at Atlantic Lottery Corporation, outlined the importance of putting in place provisions to react more effectively to unforeseen trends.
“It is uncertain whether it will continue to be a fragmented or unified market, and technology adoption is another critical variable,” Holmes said. “The players will decide when enough is enough.
“If you don’t couple your products, services and overall business with the trajectory of the industry, then you’re irrelevant.”
Holmes explained that scenario planning comprises aspects of organisational strategy, environmental analysis and forecasting and spoke about “horizon mapping”, which splits up the timeline of a business into the immediate, the next three to five years, and the longer term.
Decoding the myth about customer loyalty
Clive Humby, the chief architect of the Tesco Clubcard, urged EiG 2014 attendees to ignore the “myth” about loyalty programmes and make the most of the “passion” in the gaming industry.
During his presentation Humby explained how most companies that introduce loyalty programmes adopt the wrong focus from the start. “There is a big myth about loyalty programmes that they are about making the customer more loyal to your organisation,” Humby said.
“In fact it is the other way round. It is about organisations being more loyal to the consumers and making sure your best offers are offered to your best customers.Most loyalty programmes are rubbish as they have been established with the premise that customers will become more loyal to your company, but it is actually about being really engaged with your customers.”
EIG Berlin Day 1 Video Recap
Day 2: social factor to steer iGamings future
During day two global gaming guru Dan Daglow and Atari CEO Frederic Chesnais shared the stage. “It’s very difficult to predict what will be happening in 10 years’ time, but I believe that the social aspect will be increasingly important,” Chesnais said.
“A player with 20 friends in the same game is more likely to stick with it than a player with two friends in the same game. Gaming will be a place for friends, and if friends are playing in a game they will recruit more friends.”
Daglow agreed that the “social lessons” shifting over from video gaming to iGaming will be “very fruitful”, but added that there will still be a place for traditional gaming experiences.
“I’m sure there will be more virtual experiences in 10 years’ time, but there will also still be places where people can take part in traditional gaming for nostalgia value,” he said.
Former chair of the Portman Group Chris Searle later told EiG attendees that the gambling industry is up to 15 years behind the drinks sector in terms of corporate social responsibility.
“I don’t know much about iGaming, but I have looked at the industry and there appear to be some fig leaves,” said Searle, who led the Outside-In bloc session on how the gambling sector can overcome reputational challenges.
“Frankly what has happened looks like a copy and paste job from the drinks industry. The alcohol industry has had to work hard to get a seat at the policy-making table to get its voice heard. With collective leadership you can defend your industry too, but it’s dangerous not to be proactive and leave a policy debate in the vacuum.”
Searle praised the recent establishment of the Senet Group by the UK’s four biggest bookmakers – Coral, Ladbrokes, Paddy Power and William Hill – which will aim to promote best practice in responsible gambling standards.
“The Senet Group is a positive development and should be encouraged, but it’s just the start,” he added.
EIG Berlin Day 2 Video Recap
Day 3: Fresh8 and Levbet scoop start-up prizes
The last day was dominated by the numerous start-ups who had been pitching throughout the show to vie for the two prizes at offer: the Start-Up LaunchPad and The Pitch.
The LaunchPad was won by the digital advertising platform Fresh8. The platform convinced with its proven solution to drive qualified leads by employing personalised advertising. Runners-up were DiscountIF, Lucky VR, Asylum Labs and Betify. The Pitch was won by Levbet, an innovative bet trading platform.
EIG Berlin Day 3 Video Recap
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Content Contributed by Jo Mayer – Marketing Director Clarion Gaming
