iGB Intelligence reports - Page 21

Industry Predictions 2016 We asked some of the prominent and leading figures in the online bingo industry for their comments and predictions for 2016. Darren Sims, Chief Operating Officer, Stride Gaming plc With the ever increasing pace of mobile gaming adoption, 2016 could be the year where mobile replaces desktop as the dominant platform for bingo play. When moving to mobile, do you try to deliver the same desktop experience or rather provide a watered down version suited for the limited screen of mobile or maybe you go all in for an app? Different companies will employ different strategies to fit with company goals and targets, but whichever route you choose always keep the player experience top of mind. I predict those that will transition the best will be those companies that offer their core desktop experience within the limits of a mobile offering. Daniel Phillips, Chief Operating Officer – Bingo Division, Playtech plc In line with the group’s omnichannel Playtech ONE strategy, one of the biggest changes we made as a network in 2015 was the pioneering switch to HTML5-only development. This single code base enables us to build cutting-edge content with more agility, speed and customisable features to allow for greater differentiation. These can be deployed simultaneously to our licensees across multiple channels in record time. This supported our great performance in 2015, and will continue to be a focus for our strategy in 2016. We expect this to become a wider industry trend. Personalisation and data-enabled analytics software and technology to enable its use will play a larger role in player acquisition and retention in increasingly competitive, regulated markets. Increased competition will also lead to further market consolidation with smaller players either merging or falling away. The larger brands will continue to flex their ATL spending power focusing on the generally lower CPAs to recruit bingo players. Daniel Flesch, Commercial Director, Dragonfish 2015 was a landmark year in the UK online bingo market, with the introduction of Point of Consumption tax and regulation. Nevertheless, the Dragonfish Bingo Network, which conformed and adjusted its platform to the new market conditions in advance, has overseen the launch of 13 new sites during the calendar year, with several more in the pipeline and a steady trend continuing into 2016. Existing operators look to extract maximum value from their players, in part through the power of cross-sell, while new partners recognised the potential in the market, as presented by the latest figures released from the UK regulator. 2015 heralded the growth of Dragonfish’s casino offering, now rebranded CasinoFlex, developed over our award-winning bingo platform. The CasinoFlex product suite enabled both existing and new Dragonfish partners to launch their own, bespoke and fully branded casino/games proposition, across mobile and PC (see Foxycasino.com, Moongames.com, SecretSlots.com). The recent growth shown by our partners’ bingo websites has been complemented by the CasinoFlex offering, introducing a growth engine and incremental revenues. 2016 looks like the year of CasinoFlex, with a growing number of prospects looking to enter this booming market, estimated at two billion GBP in the UK alone. Garry McGibbon, Head of Player Marketing, Mandalay Media The introduction of regulation in the UK has already had considerable impact on the gambling industry and will continue to do so. The addition of further rules, in particular with regards to the presentation of offers and marketing, presents a new challenge