Alessandro Fried believes that the sports betting industry is “undergoing a digital transformation” driven by a combination of changing consumer demand and the emergence of disruptive technology.
Writing in a new white paper report for BtoBet, an advanced omni-channel platform provider for the industry, Fried suggests that every iGaming and sports betting brand should be focusing their own digital transformation around the development of digital devices and digital trends of the future.
This is because “more people spend more time and money every year consuming content not only on their smartphones and tablets, but also through other components of their evolving digital based daily life, such as digital watches and touch screens in the car”.
However, the BtoBet Chairman also acknowledges that operators must retain a level of flexibility to shape their products quickly to meet changing customer expectations, particularly in an age where “purchasing power has shifted from the brand and retailer to the consumer”.
While most of the report focuses on mobile, “the primary technology device in everybody’s daily life”, Fried highlights the range of digital services, platforms and devices that are now capable of generating insights, such as social media and messaging apps, location-based services and payment transactions.
He added: “These multiple sources of data, combined with an ever-improving technological capacity to reconcile data emanating from different devices, will enable an increasingly rich view of the players, moving towards a view that is fully formed and contextually relevant. Licensees need to understand how these multiple customer insights relate to the various touchpoints in the players’ journey.”
The wide-ranging report, which describes embracing digital transformation as both a requirement and an on-going challenge, concludes that the consumer is “seeking entertainment and personalization” from their gambling choices, and that operators should be looking to “give them the bets they want, when they want them and in whatever form suits them best at the time”.
To download the full version of this BtoBet white paper report, titled ‘Digital transformation: betting and gaming catch the global wave‘, click HERE.