Five market trends

Advances happen rapidly and the pace of changes in customer expectations and behaviour is moving ever faster. Digitisation affects the gaming experience in both the physical and the digital environment. To meet customer demands and expectations, companies that are active in this market must be fast-footed and flexible to harness the opportunities that exist.

1. Customers’ growing demand for change

Generally speaking, customers expect there to be, particularly in the digital channels, a simple and easy-to-understand service or app that solves all their needs at the right time and in the right channels. This may refer to access and functionality on tablet devices and mobile phones, the option to conveniently buy a product or getting quick information about half-time results for a football game. This means that most companies focus on developing their mobile phone services.

2. Customers are more aware and want healthy consumer options

More and more customers feel that issues such as the environment and social responsibility are important when they decide where and what to buy. Many customers do not simply expect that companies conduct their core business in a responsible and sustainable manner. Nor do they entrust the State and government authorities to solve all social issues, but they do expect companies to assume social responsibility over and above their core business.

3. Demand for speedy delivery and instant gratification

Customers expect a considerably quicker delivery, response and reward than earlier. This trend is ­prevalent in most industries and the gaming industry in ­particular where growth is mainly driven by fast and risky games – in other words, where the time between placing a stake and outcome is very short – and greater access to games via mobile devices such as mobile phones and tablet devices. The fastest-growing game in the market is online casino gaming, but live sports betting is growing too.

4. Seamless customer interaction in all channels...

With multiple units and platforms, including PCs, tablet devices and mobile phones, today’s customers expect a “seamless” experience wherever they interface with the Company, regardless of whether it is news media, video or e-commerce. What customers do on a platform must be reflected in the next interaction, even if it takes place on another platform or during a physical meeting with the ­Company. This offers both challenges and opportunities to companies that need to have a strategy for creating such an “omni-channel experience”.

5. ... and on multiple screens simultaneously

It has become increasingly common for customers to use multiple screens in parallel to enhance and complement the perception of what we see. Usually, it is a question of using a second screen, such as a tablet device, to interact with what we see on the first screen, usually the television. For instance, in the gaming world, it is possible to use a mobile phone or tablet device to look for more information about a TV match that is underway, taking interaction to yet another level. For gaming companies, this can offer the opportunity to communicate with customers throughout the entire match.