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COPENHAGEN
2009
15-17 SEPTEMBER
Recession, regulation and retention to dominate the industry’s agenda
Ewa Bakun, Clarion Gaming
The iGaming industry is no longer an emerging industry; it has transformed into a fully established, regulated and highly
competitive sector, with a growing drive towards consolidation. Its coming of age, however, has coincided with challenging times.
The global recession aff ecting consumers’ spending power and behaviours calls for a more eff ective business approach so that
companies do not lose ground to their many competitors.
And the opportunities are out there. As gambling is being regulated in more countries, entering the world of mainstream entertainment,
merging with popular media brands and available 24/7 via ever smarter and more functional mobiles, only those operators who exploit
these trends, reach out to new audiences and improve communication with players, will gain the competitive advantage.
Facing recession for the fi rst time Regulation still uneven Innovation is key
Finding a balance between minimising Two important events have recently There is no space for complacency in
the impact of the economic downturn and taken place and infl uenced the regulatory the iGaming industry. As competition is
exploiting the opportunities is crucial. To landscape of online gaming in Europe. fi erce, operators need to be constantly
do that, the industry needs to have a clear The Schaldemose report has put in innovating to off er new and better
understanding of the promises and traps doubt the possibility of pan-European products to their customers. In their eff ort
behind those opportunities, and of the regulation any time soon. On the other to appeal to a broader and more lucrative
most cost-eff ective ways to take advantage side, the reasonably fi rm promise of demographic, they need to watch the
of them. It’s all about being smarter and new markets opening up, including Italy, market closely, spot new trends quickly
more creative in how to use your budget France, Denmark and Belgium, has been and discover how to monetise them
to grow and expand. One way to do it is welcomed by the industry and perhaps before others.
by understanding your customers better, indicates a need to reconsider its lobbying
forecasting their behaviour and infl uencing focus and model. With the action taking
Importance of shared knowledge
their choices; hence the increasing place on the member-state level rather
and business intelligence
importance of customer analytics and than the European level, should operators
There are very exciting and testing times
research. The ultimate goal is to retain concentrate their eff orts on regulations in
ahead! Such challenges and developments
players and stimulate them to play (and single jurisdictions as they emerge? This
call for collaborative working, business
spend) more. That is why retention is the question still remains unanswered.
intelligence and constant learning to
key word in these tough economic times
ensure that one stays in control and
The US market leaves the industry with
as operators have become more vigilant
on top. The 8th European iGaming
another big question; Barney Frank’s bill,
about their spending and CPA. Loyalty
Congress taking place 15-17 September
initiatives in California and Delaware,
programmes and customer insights
in Copenhagen will provide a platform
PartyGaming’s settlement with DoJ and
take centre stage as opposed to lavish
for all three; it will off er best practice,
Harrah’s Entertainment’s recruitment
acquisition spending and accounts left
answers and solutions to those critical
of Mitch Garber to head their Interactive
dormant for weeks or even months.
issues raised above. With the decision
division indicate winds of change. Hopes
makers from all leading operator brands

are high, but there is also anxiety about
presenting case studies and engaging
defi ning the best strategy to re-enter
in discussions, EiG will again become
this huge and profi table market, where
the centre stage for defi ning strategy
many punters, regardless of UIGEA, have
for growth and success. And this year
already chosen their trusted brands.
sees the strongest speaker line-up ever
assembled for the industry.
Join PartyGaming, bwin, Ladbrokes, Betfair, William Hill, 888.com, Easybets, Blue Square, Intertops, Sbobet, Poker Heaven, PKR and
many more to be part of the most important event of the year!
Find out more: Download the brochure at www.eigexpo.com and see the preview on page 93
To register, log on to www.eigexpo.com/crv or call +44 (0)207 067 1809
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