TEAMING UP GAMING MARKET MOBILE CREATIVITY - Betsson AB

– THE ONLINE GAMING MAGAZINE –paths to successMULTIPLEPATHS TOSUCCESSThe online gaming industry faces many requirements and expectations.To increase your chances of building a successful gamingcompany you need to focus on customer-driven innovation, buildingstrong communication channels with your customers and establishinga clear brand strategy — and manage it well.BY HENRIK PERSSON“Do today what others will not do sothat tomorrow you will have what otherswill not have.”This quote symbolizes and encompassesthe requirements and expectationsthat organizations face today, andthe online gaming industry is no exception.The competitive nature of theindustry requires operators to be earlyadopters of new technology and products,in order to attract the customerin the right place at the right time andwith the right offering. In a world wherecustomers can easily compare productofferings and campaigns from differentoperators, each operator is compelledto offer the market the very best.The introduction of the Internet haschanged the buying pattern of traditionalshoppers, who have gone frombuying products and services locallyto becoming worldwide shoppers. Tobuild and operate a successful gamingoperation in such an environmentrequires courage, creativity and stamina.A customer-driven organization,supported by exceptional customerservice, and a strong brand are equallynecessary. In this industry you are constantlyforced to think outside the boxto find faster and more efficient waysof communication and shorten timeto market. As the Internet continuesto spread and a new generation growsup we will see the industry change itsface many times before it matures. Inthe 1940s, Thomas Watson, then chairmanof IBM, estimated the global aggregatedemand for computers at fiveunits. Today there are 35,000 new Internetsubscriptions every hour. Thegrowth offers great opportunities andchallenges for existing businesses andpotential customers.The first thing a company in this industryneeds to understand is the importanceof listening to its customers.And the goal of making money is moreeasily attained when you really listen toyour customers and understand whattheir needs are. Once you learn to spotand develop the kind of functionality,game or product that the customersees as an improvement to the service,– 14 –