SGC Blog – The Conversion Funnel

SGC Panel session hosted by Gambling Consultant Aideen Shortt, looks to explore the cross over between social and real money gamers. The panel looks to debate the efficiency of conversion between social gamblers and igaming products.

The panel consisting of Raf Keustermans CEO and Co-founder of Plumbee, Mick Robins CEO of MR Games Ltd, debate  strategies, product innovations and processes that may aid gaming operators in converting players. The panel also give stance on the debate of conversion to real money gaming, and what may factors may be blocking conversion.

SBC Session Notes

• Raf Keustermans believes that product convergence will be realized through quality of product within social gambling verticals. The Panel note that conversion, is at the forefront of debate for igaming operators, but not necessarily for social gaming operators who can be attractive business propositions without having any attachment to an igaming conversion element/mechanism.
• When questioned about joint ventures between gaming operators and social gambling companies, Keustermans states that social gaming companies should be diligent on selection of possible partners. He states that competencies and more importantly corporate cultures have to be taken into account as these are two very different operations. Gaming and Social Gambling are not necessarily an effective and efficient fit.
• Mick Robins adds that the majority of joint ventures have failed between the two sectors. Much debate and thinking is still attributed to IGT acquisition of DoubleDown casino. The industry must start to look for strategies beyond what was set by these two companies and other market leaders
• Another hindrance for conversion between verticals is lead by the lack of innovation being seen on the casino front by igaming companies. This makes it very hard for the two sectors to trade and share knowledge and competencies gained between them. It further makes the working process and framework very convoluted as gaming companies tend to operate primarily  with third party technology providers.
• Raf Keustermans urges both sectors to always put entertainment and entertainment innovation at the forefront of their mindsets.