According to new insight into the player-first betting experience from BtoBet CMO Sabrina Soldà, Netflix is an excellent example of a company’s power with a simple, straightforward consumer approach and business model tailored for the digital age.
Soldà explained that iGaming companies should take note of how Netflix “redefining the concept of customer centricity through technological innovations”.
“In layman terms, when it comes to the iGaming industry the provision of a ‘standardised’ omnichannel betting platform is simply not enough to provide and guarantee the kind of betting experience that is sought by the players themselves,” she said. “This results, ultimately, in the player churn rates which characterise most markets.
“It is becoming clearer by the day that players are asking for a betting ecosystem that simplifies their interaction with all available devices, channels and communicative mediums throughout the day, be it social media platforms, smart speakers, and why not, TV.”
She added, however, that “most operators are restrained from delivering an augmented UX via the core platform technology provided to them by service providers” a technology that often leaves the operator with “no way” to alter the betting journey.
Soldà also complained that “most operators are slowly but surely transforming themselves into franchises with no unique points of reference that make them stand out from the competition” –a source of frustration already voiced by BtoBet’s CEO Alessandro Fried in this year’s “Essential Guide to Betting on Sports” magazine.
Speaking this summer, Fried said the concept of a user experience (UX) prescription platform provider “creates a scenario where platform providers are delivering and transferring the same experience to their customers, with nothing that distinguishes one brand from the other in terms of UX”.
He continued: “Ultimately it is the wrong approach to be undertaken because operators are becoming franchises of the same UX that comes part and parcel with the technology that is delivered from the service providers.”
Fried, on the other hand, clarified that BtoBet dealt with this issue by disconnecting the entire UX component from the core application software, thus “unlocking the potential for each bookmaker to create their own individual player experience”.
Individual operators working with BtoBet now have the freedom to fully distinguish UI and UX for each channel across key elements–especially from a mobile perspective–such as front-end visualisations, side menus, and how players access and communicate with their betting slips.
Fried admitted, however, that not all operators have the ability to implement such distinction, which explains the “two-tiered approach” of the organisation to partnerships–the updated sportsbook system for established operators and an off-the-shelf solution offered through its White Label Partnership Program.