|Tuesday and Wednesday, this week, saw ATE’s second annual Multi-Platform Gaming (MPG) conference held in London. The event looked at the business strategies that will be driving the gambling industry to create innovative products across multiple platforms thereby increasing revenues in a new era of gaming. |
Sportingbet’s Alex Czajkowski delivered the notion that the key to successful multi-platform gaming was to “give the customer the appropriate brand experience over each platform, NOT the same”. Alex also gave a warning to delegates, looking at launching on new platforms, that they should think long term as the likelihood of a good ROI in the short term is unrealistic.
The emerging platforms delegates could relish the anticipation of, included: in-flight gambling; leisure gambling on devices such as PS3 and the Xbox; interactive TV; IP TV and at home media centres. These were highlighted by the chairman of day one, Michael Caselli, iGaming Business, and covered in more depth by Ed Barton, Screen Digest.
In an illuminating discussion with Sky and Virgin Games on how convergence will come of age, Endemol Gaming captivated the delegates with a live demonstration of their new game, “Deal or No Deal” (a spin off of Endemol’s hit show of the same name), which was used to underscore their strategy of developing fixed odds games across a number of platforms.
With many considering “the next big thing” to be mobile gaming, delegates were heartened to hear how one sports book has taken £1.5 million in mobile betting during the World Cup alone, and the anecdote from Intertops.com on how 22% of bets were still taken from mobile phones after a 28hour DDoS attack shut down their servers. But, Charlie Palmer, of Mfuse, stressed that no matter how good your games and platforms are, “it’s all about connectivity”. The overall stance from the mobile sessions was clear: “Keep it Simple”.
With regulatory challenges still being crucial to gambling, MPG also provided insight to the impact of regulation on emerging technologies. RGA’s Clive Hawkswood expressed the view that multiple platforms open opportunities for operators, but the industry needs to remember that regulators see these new platforms as a threat. Regulators find multi-platform gaming harder to control in terms of cross border and international regulation and age control. Clive finished, indicating “there is no complete solution at the moment” to preventing underage gambling.
Multi-Platform Gaming brought together the people aiming to drive new technology in the gambling industry. And the message was voiced in unison that now is the time the industry should start “dipping their toes into the water” to experiment with the next generation of multi platforms, as these platforms are going to boost the industry’s future revenues.
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