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The Universal Gaming Experience Extending the Value Chain of Games

The Universal Gaming Experience Extending the Value Chain of Games. The value chain of games. games. distribution. touch points. experience. player. More than ever, we experience change waves in every aspect of gaming. G. D. T. E. P. Value chain. The new player.

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The Universal Gaming Experience Extending the Value Chain of Games

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  1. The Universal Gaming ExperienceExtending the Value Chain of Games

  2. The value chain of games games distribution touch points experience player More than ever, we experience change waves in every aspect of gaming

  3. G D T E P Value chain The new player

  4. New generations | new habits March 2012

  5. Games are universal Source: Jane McGonigal

  6. Games are universal

  7. Games are universal The average game player age… One out of four gamers is… Over

  8. G D T E P Value chain Experience entertainment, fun, recreation

  9. Games are enjoyed across Social Networks 83%of Facebook* participants use it to play online games * 100 billion connections 845 million active monthly users (Mashable, 2012)

  10. Social games played with… 68%of Women play with people they know 55 % of Men play with people they know Source: Mashable (2011)

  11. G D T E P Value chain Bridging multiple customer habits Touchpoints - device interaction is a daily habit.

  12. The new customer | disruptive innovation (Technology) The desktop user The wireless user The new retail user The home user

  13. Six areas to excel | multiple customer touch points We invest in.. To achieve.. Satisfied only by.. Awareness & Promotion Brand Customer reach Distribution Marketing Customer Acquisition Operations Customer Engagement Platform Agility Games Rich Content

  14. G D T E P Value chain Technology & services a critical ingredient of games production & distribution

  15. Games | content optimized and delivered on demand • The “long tail effect” • The “liquidity factor” • Games Specific Services e.g Risk Management • Content Aggregation Brand Distribution Marketing Operations Lottery Betting Casino Poker Platform Bingo Scratch Virtual Social Games Game Engines RNG Pools Risk Management Liquidity Management

  16. Platform | the unifying infrastructure • Single Customer View • Payment Control Center • Real time analytics • Loyalty Management • Gaming Content Aggregation Brand Distribution Player Club Loyalty Effect Bonus Engine Marketing Customer Wallet RT Analytics Operations Responsible Gaming Compliance (RV) Platform Affiliate Systems Mgt CRM Games Fraud & Security Payment Instruments Portal Lobby Channels iGate

  17. Operations | managing loyalty values Know Your Customer-KYC Create “true, loyal” customers to extend Players’ Lifecycle and maximize their “Lifetime Value” Create “true” entertainment experiences Brand Product Management CRM Systems Distribution Customer Contact Center (C3) Marketing Retention Management Loyalty Systems Operations Business Intelligence Platform Graphics Team RT Analytics Games Tournaments & Prizes

  18. Marketing | attracting players Reward the Frequency, the Recency, the Gaming wallet % rather then the nominal value of money spent Manage Bonuses intelligently Reward intangibles, such as Services available only for loyal customers True loyal customers are not looking for discounts. They look for value-for-money Marketing Strategy Marketing Budget Brand Offline Advertisement Retail Network Distribution On line Marketing SEO SEM Marketing Affiliate Recruitment & Reward Operations VIP management Platform EnGament Social Networks Games

  19. Distribution | multi-channel Retail Networks Mobile Internet The NEW PLAYER Responsive Web The desktop user The wireless user The new retail user The home user Brand Portal CMS Social Networks iTV Distribution Virtual Points Rewards Marketing Transactional Systems Operations Server Based Gaming Platform Games

  20. Brand | a key asset Manage and enhance brand value Adhere to principles yet embrace new demographics Adapt new business models Trust & security Brand variation on channel Lottery gaming hub Brand Responsible Gaming Distribution Return to Society Marketing Social Media Presence Operations Platform Games

  21. G D T E P Value chain Games the new format

  22. Understanding games | profiling key attributes for the new games… simplicity Easy to play fast games Rewarding but frequent draws and instant wins association Allow the player to associate with his selection of random numbers (e.g. birthdates) socialization Introduce social features such as chatting, group play, tournaments and prizes

  23. A strategy ahead

  24. The new Lottery Landscape I unique lottery assets Land based assets Brand

  25. The new Lottery Landscape I extending the lottery assets games distribution touch points experience player Numerical games revisited Technology to allow same content across multiple devices i-TV emerging Group & social play Extend to younger demographics NFC interaction Subscription & Loyalty New i-games Balance the gender mix Cloud gaming to allow instant access to new gaming content mobile Tournaments & Prizes Connected liquidities Desktop internet Personalized selections Communicate the brand Connect land based with interactive games Robustness, performance & integration with third parties Safeguard responsible gaming QR code automations Combine land & new media Social games New retail look & feel infotainment Return to Society campaigns

  26. The new Lottery Landscape I a first step • Land based & retail • Loyalty • Involve the retailer • Tournaments • Chatting games • Lottery Social network • On internet • on mobile • Loyalty, • subscriptions • group play • e-lottery games • connected liquidity games distribution touch points experience player Numerical games revisited Technology to allow same content across multiple devices i-TV emerging Group & social play Extend to younger demographics NFC interaction Subscription & Loyalty New i-games Balance the gender mix Cloud gaming to allow instant access to new gaming content mobile Tournaments & Prizes Connected liquidities Desktop internet Personalized selections Communicate the brand Connect land based with interactive games Robustness, performance & integration with third parties Safeguard responsible gaming QR code automations Combine land & new media Social games New retail look & feel infotainment Return to Society campaigns

  27. The new Lottery Landscape I designing the partnership Support for our B2B Customers’ Value Chain Brand Distribution Marketing Operations Platform Games

  28. Thank you John Pittman, VP Marketing Intralot, Inc. John.Pittman@intralot.us

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