Marios Mitromaras talks about the importance “to offer players the opportunity to have the exact same experience no matter if they play from the comfort of their sofa through a mobile device or at a retail store” and the necessity to attract new players.
What do you expect from this edition of ICE?
ICE is undoubtedly the greatest gaming event worldwide. This year Intralot will be present with an iconic booth, the Pavilion N6-160, showcasing its array of innovations. We will offer to the visitors an exciting customer journey, through an experience of our cutting-edge solutions. We are absolutely confident that Intralot presence at ICE 2016 will take the gaming industry one step forward, captivating visitors with its world class gaming products portfolio.
What products will you be showcasing?
At Intralot we emphasize on developing products that provide players with an integrated customer experience, regardless of the distribution channel. Omni-channel is the industry’s buzz word but to us it is of fundamental need to offer players the opportunity to have the exact same experience no matter if they play from the comfort of their sofa through a mobile device or at a retail store.
To this end we have developed an integrated product portfolio that secures the most efficient and profitable operations for lottery and gaming operators across every gaming segment and distribution channel. All our products are player-centric addressing customer needs, triggering innovation and exploiting market trends. At ICE we will introduce some of our new solutions. We are really looking forward to reveal them before the eyes of ICE visitors.
What will be the key trends in the gambling arena in 2016?
The challenge gaming operators are currently facing is similar to what the entertainment industry faces, the consumer’s attention. Consumers are easily distracted due to the increased available content. Rarely has such a global business transformation occurred with the speed and impact we are seeing today in terms of content, media and channel distribution shift.
Operators need to harness the content opportunities available, attract new players and manage the customer experience in order to create the best value for their customers. This merge of traditional and new content paves the way to the creation of new game concepts. One example of such new game concept that combines engaging and dynamic content with innovative technologies, is called BetRider and will be showcased at ICE. Uniformity and consistency of content lead to seamless player experiences, no matter which touch-point players chose to interact with. Operators and suppliers need to view the gaming experience through the eyes of their customers, as the modern player doesn’t only request but rather takes for granted a fully-fledged omni-channel offering. These offerings add value to customers and in turn drive acceptance and long term loyalty.
Will start-ups and small companies be able to survive the wave of industry mega-mergers?
It is true that within the last 5 years we have witnessed many successful start-ups in various industries – including gaming – though only few of them managed to survive and become real businesses which generated revenues and profits. In our industry, we have reached a peak where we can anticipate fine tunes in the core retail gaming systems but there is much room left for content, CRM systems and the most important interactive gaming. Mega mergers are impressive, but difficult to sustain as the expectations and the pressure from shareholders, funds and owners are high. However, I am expecting to see more changes in the industry with more strategic alliances and M&As.
The gaming industry is going through deep changes. Why is it so important to come about with new legislation?
Regulation is a very important issue for us at Intralot, since we operate only in regulated markets, and we are very satisfied that governments across the globe have understood its importance. The existence of a strict gaming regulatory framework creates a dual defense system for every country and its potential foreign and local investors as it secures the amount of money contributed to the state budget every year, prevents the flow of funds from local players to foreign tax evading entities and most importantly, increases the contribution to good causes, improving the quality of life of the local communities.
What are the firm ‘s business goals both in the short and long term? Are millennials one of your target demographics?
All these years Intralot is well known for its operational excellence and for its unique & pioneer technology. Our goals include the optimization and further development of our current operations and its sales networks. The millennial generation is one of the target groups which can make the difference and the reason is that these people are using interactive technology for every day’s life and as such interactive gaming will definitely be appealing to them. Rich content, autonomy, speed and attractive graphics are some of the important characteristics for millennials and interactive gaming can definitely satisfy these expectations. As it concerns long term goals, these include expansion in robust and strictly regulated markets and increase of the amounts ending up to local state budgets and good causes.