SBC News Voice of the Sports Betting Industry
ICE Day 2 – Session -Insight & Analysis
Vicenc Marti CEO of Akamon Games Spain and Latin America’s biggest social casino developer, gives ICE 2015 new insight into how to measure relevant user satisfaction in order for businesses to target optimal revenue generating customers.
Marti details to the audience how quality control combined with consumer data and research should be leading game design and product development.
SBC Session Notes
- All modern businesses need to develop a reactive retention systems in order to generate optimal play and user engagement. Marti suggests that the goal of retention and measurement should be to ‘Zoom in’ instantly into a customer and his actions, making it as easy for your marketing and retention teams to communicate with the customer on his terms and extracting essential consumer data.
- Marti suggests that igaming operators need to develop product related feedback and customer led insight on all aspects of product development:- customer journey, game development, game outlines, payments etc… Marti states that these customer led communications and findings should help operators holistically develop all parts of their products, services and decision making processes.
- With regards to igaming operations, Marti states that operators have suffered for not taking on-board responsibilities relating to research and development. Marti is stunned that no major igaming operator uses Net Promoter Score (NPS), since operators can gain useful customer led insight and opinion. Marti backs his statement by pointing to major retailers and technology companies such as Apple, Amazon, BMW that have used NPS to drive research and development. Marti deeply questions why this key process has been neglected by the majority of igaming operators!
