The British gambling market is transforming to an online world. Attending the ICE Totally Gaming conference is a clear indication of this.
More and more casinos, sports betting, bingo, betting and lottery vendors are shifting focus to an online experience. Clive Hawkswood, Chief Executive of the Remote Gambling Association said:
“In 2016, I’d expect online to become the largest sector in the British gambling market and that’s a trend that will follow in other countries driven by customer demand, demographics and ever improving technology and access… It’s a pattern that is developing in almost every services industry, from banking through to supermarkets delivering food that is ordered online.”
Think you’re ahead of the competition? Think again. With new entrants, improved apps and more innovation, you are never safe in this market.
What’s critical is a focus on the customer experience. Consider casinos for a moment. If you attract a visitor to your casino, he or she is likely to stay a while, bet, drink, and be merry. On the flip side, if that same person opens your mobile or web app and the experience isn’t great, all that hard work to attract the customer is easily lost. Revenue opportunities, customer retention and loyalty are lost… possibly forever. Capturing users’ attention and keeping them engaged is absolutely vital for the success of your online experience.
Differentiating in a Competitive World
Fundamental to any gaming web or mobile app is three key things – speed, the Internet and scale. If you are missing even one capability, go back to the drawing board immediately – your app won’t be a hit.
You need to deliver fast, real-time access to the information your customers want. That requires extreme data management and an event-driven integration model.
You Gotta Think About the Network
As end users are increasingly making mobile devices their primary connection point, and as home broadband and mobile network technology have improved (both in performance and price), expectations on usability, capability and performance of apps has correspondingly increased. However, the Internet has several issues, especially relating to consistency and capability. With network pressures and constraints, users can experience slow load times or dropped connections, varying greatly by geographic location. Major metropolitan hubs typically have great performance, but suffer from saturation. More rural areas are struggling to catch up, often still supporting 3G at best. However, end users expect to receive the same slick and responsive experience using an app when they’re out on the road connected over a 3G network as they experience when they’re using their laptop at home.
When developing an app, or site, you must keep in mind that Internet connections can be unreliable and disconnection and reconnection can occur without warning. What’s required is a way to efficiently distribute data to employees, machines and customers through web and mobile applications without affecting your organization’s application performance.
You Have to Build for Scale
Going online will mean massive changes to the amount of people you reach with your offerings. A stadium only holds a certain number of people; casinos have limits on capacity… but an app? There are no limits on how many people can download your app. If you haven’t built an app with success in mind, what happens if your app goes viral and hundreds of thousands of people start downloading it and want to use it? If the app can’t scale, this will have a huge impact on the success of your business.
Build with success in mind otherwise it could have a huge impact on your business, from negative impact on your brand reputation to loss of customers. eGaming companies have peaks and troughs – Saturdays are busy, Tuesday mornings not so much. Get the ability to scale based on an event whenever it may be. That requires a toolset to develop web and mobile applications that can scale quickly to meet large numbers of concurrent users. Think about a solution that can help you with potential issues with scalability taking steps toward a flexible, efficient and data-centric architecture that will support the future of your business, like a Reactive Data Layer.
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