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European Gaming Q3 Meetup Part I: Mastering the Player Lifecycle

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The European Gaming Q3 Virtual Meetup that took place on 13 September had it all: from Commercial Marketing and the Player Lifecycle, to Employer Marketing, Talent Acquisition and Retention, industry experts from the European iGaming scene provided insights in two informative and honest panels that no professional should miss! Read on and find the link to the Livestream recordings to watch the EGQ3 Meetup on YouTube!

The European Gaming Meetups by Hipther Agency are designed to keep you up-to-date with what is fresh in the European gambling industry.

The meetups feature several panel discussions per region and topics that are joined by key industry experts, CEOs, C-Level Executives, Business Development Managers, and sometimes government officials/regulators.

The European Gaming Q3 Virtual Meetup featured two thought-provoking panels: “Mastering the Player Lifecycle” and “The Importance of Company Culture in iGaming”.

 

Panel 1: “Mastering the Player Lifecycle”

Speakers: Domenico Mazzola, Sales Director at Flows | Thomas Kolbabek, CTO at Golden Whale Productions

Moderated by: Zoltan Tundik, Co-founder and Head of Business at Hipther

Watch the Panel Discussion on YouTube and HiptherTV!

The panelists kicked off the discussion by delving into the fundamentals of mastering the player lifecycle. Domenico Mazzola emphasized the importance of Marketing Campaigns Automation, highlighting the need for real-time data to inform successful marketing strategies. He stressed the significance of A/B testing and underscored the competitive landscape, where companies vie for players’ attention amidst constant distractions from platforms like Netflix and social media. Therefore, data should be harnessed for precise player profiling and segmentation, enabling customized promotional strategies.

Domenico furthered his analysis by pointing out that while leveraging data is ideal, many corporations lack the necessary focus. Startups often cut corners and prioritize rapid acquisitions, while established organizations move slowly, missing out on technological innovations.

Thomas Kolbabek concurred with the data-driven approach and stressed the importance of data collection for effective segmentation, allowing for personalized customer targeting and messaging. He advocated for engaging all players, not just VIPs, to achieve higher retention rates. Real-time data, according to him, is crucial for tracking player activity and tailoring the player experience, incentives, and messaging accordingly.

The panelists also explored psychological triggers and personalized experiences. Thomas discussed player types, their preferences, and the need to identify the reasons behind their behavior for a successful retention strategy. He distinguished between immersive players who appreciate gaming details, such as animations, and money-oriented players who focus on gameplay and winnings. With recorded gameplay data and identified psychological triggers, online casino companies can personalize the player experience by adjusting gaming details and messaging.

Domenico took personalization a step further, emphasizing the importance of creating original, personalized content and offers. He concurred with Thomas on the necessity of having the right system and tools in place for real-time data collection. He acknowledged that many companies face challenges in this area, often stuck with legacy systems that are difficult to update. He stressed the need for companies to recognize the importance of appropriate data tools for the success of acquisition and retention strategies.

 

Regarding case studies of successful retention strategies, both guests refrained from providing specific examples due to privacy concerns. However, Thomas shared a successful “formula”: running test campaigns for incentives, bonuses, and customized messaging, leading to the development of automated machine learning models, resulting in a 75% uplift in retention and a 25% uplift in player activity.

Domenico shared that his experience with B2B and B2C companies has shown that focusing on specific KPIs can significantly accelerate the development cycle, reducing it from months to days.

Both speakers agreed on the value of AI and technological advancements, particularly in graphics resources and highly customized messaging.

In conclusion, Thomas summarized the process of building a successful retention strategy, emphasizing the importance of identifying specific problems, gathering data, and hypothesizing to create machine learning models under a top-down KPI-based approach. Domenico reiterated that data and automation are imperative for retention strategy development, stressing the importance of investing in the right tools for the retention process.

Read more about the second part of this exciting and informative edition of the European Quarterly Meetups, a panel discussion on Company Culture in iGaming!

Industry News

SKS365 keeps investing in people: GROW People Management Program took the next level

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11 experienced people managers from the SKS365 group’s 4 locations gathered last week in Belgrade for the new GROW People Management Program. From 15 th to 19 th of April, through trainings, discussions, and social connections, people had the opportunity to further grow individually and as a team, while enjoying Belgrade’s city center and rivers.

Created in 2023 with the purpose of building foundation people management skills across the organization, GROW initiative evolved this year by including a new, advanced program for experienced people managers to further consolidate their skills and prepare for future opportunities.

Building and fostering connections, sharing experiences, and enjoying team building experiences – all these activities have been part of the GROWpmp agenda for the 11 people managers coming from Commercial, Product and Development, Finance, and Sportsbook departments of the group’s 4 locations – Malta, Italy, Austria, Serbia.

GROWpmp included a variety of topics that people managers in SKS365 recognized as the key areas for management development. Topics such as influence through communication, team effectiveness, DEI, through to presentation skills and business topics like understanding finance and management reporting, were delivered with the support of external professionals and internal experts, while designed and organized by the SKS365 People & Culture team.

 

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Industry News

Kindred’s Share of Revenue from High-risk Players Shows Slight Increase

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Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.

“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.

“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.

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Industry News

PENN Entertainment Names Aaron LaBerge as Chief Technology Officer

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PENN Entertainment announced that Aaron LaBerge has been named Chief Technology Officer (CTO) effective July 1, 2024, subject to customary regulatory approvals. Mr. LaBerge will report directly to PENN CEO & President Jay Snowden.

In his new role, Mr. LaBerge will be responsible for driving the technology strategy and execution for PENN, while leading the multinational team of technologists and serving as the key business leader for the company’s Interactive division.

Mr. LaBerge spent more than 20 years at The Walt Disney Company, in two stints separated by five and a half years as a technology entrepreneur. He was most recently President & Chief Technology Officer for Disney Entertainment and ESPN where he was responsible for driving all technology and product development in support of The Walt Disney Company’s two media divisions. In that role, he helped set the vision and strategic leadership for how Disney uses technology to enable storytelling and innovation, drive its business, and create unparalleled consumer experiences with entertainment and sports content.

“We are thrilled to have someone of Aaron’s caliber join our PENN executive team. Having overseen a global organization of thousands of engineers, product developers, designers, technologists, and data scientists that created some of the largest scale and most successful media properties in the world, there is no better candidate to lead our Technology and Interactive division into its future. I know Aaron is looking forward to working with Todd George, our head of operations, and our entire Executive Team to continue growing our position as a leader in online gaming, sports betting, and digital sports media,” Mr. Snowden said.

“I’m excited to join another talented team at PENN Interactive and lead our technology strategy. PENN Entertainment is at the forefront of the fast-changing gaming and sports media industry. I plan to use my experience from Disney and ESPN to help make ESPN BET an essential piece of the sports fan experience. Together, we’ll push the limits and redefine how fans interact with sports and gaming,” Mr. LaBerge said.

Prior to his most recent role at the Walt Disney Company, Mr. LaBerge was Executive Vice President and Chief Technology Officer at ESPN from 2015 to 2018. At ESPN he played an instrumental role in the growth of ESPN’s consumer-facing digital media products and services – leading many of ESPN’s most ambitious and challenging projects and helping establish ESPN’s position as the leader in digital sports and innovative sports technology development. He was a key architect in the design, development, and engineering of ESPN’s state-of-the-art facilities in Bristol, CT; Los Angeles, CA; Charlotte, NC; and Austin, TX, as well as data centers and infrastructure that connect those facilities around the world, as well as the technology design and development to support the launch of the multi-platform SEC Network.

Between 2007 and 2012, LaBerge was co-founder and CEO of Fanzter, Inc. – a venture-funded consumer software and digital product development company. At Fanzter, he directed all day-to-day operations and led the development and launch of a variety of consumer-focused internet and mobile products, ground-breaking social and commerce technologies and more.

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