| | December 20158CIOReviewUtilizing Big Data Analytics in Online Casino Market:In online casino like with any e-commerce business, data analytics is a key to understand consumer's behavior, offer a tailor-made experience and focus on what will increase player satisfaction, therefore loyalty and share of wallet. For instance, it allows us to apply several levels of customer segmentation, based on the type of games they play, the payment methods they use, how often they play, and the promotions they like. It helps us to offer the right games, promotions and loyalty programs to our players and maximize their Life Time Value in a very competitive environment. Ground-Breaking Innovation in Casino Industry:This is an ever changing industry where innovation matters. In brick & mortar casinos, the games themselves have changed a lot over the years, with 3D games, electronic table games and skill games are coming, intended to answer the need of the new generation of player, what we call the Millennials. Online and social casinos are another example of how innovation helps traditional casinos to grow their reach and revenues. Online real-money gaming is already allowed in Nevada, Delaware and New Jersey. A dozen of other states are expecting to follow course over the next 5 years. On Facebook and through mobile applications, there has also been an incredibly fast development of free-to-play casinos, where players can also buy virtual credits. This should generate more than $2bn revenues in the US alone this year. Beyond the revenue opportunity, these new forms of entertainment allow casinos to renew their player base with younger consumer and keep engaging their existing players when they are not on property. Growing Parallel with the Latest Trends:Any technology that will foster the convergence between brick-and-mortar and online casinos, starting with business intelligence solutions to answer consumer needs whenever and wherever they play. Another example is the ability for players, from their computer, smartphone or tablet, to play games like blackjack or roulette video-streamed, live from the casino. Instead of playing an electronic machine that will automatically deal cards, you play in front of a real dealer, on camera, with whom you can chat. That's a nice enhancement of the player's experience and is a good illustration of convergence between both worlds.Paradigm Shift for CIOs:IT departments have become more focused on increasing productivity opinionin myThe Time Is Right ForOnline GamingBy Thomas Winter, VP/GM, Golden NuggetThomas Winter
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