GPWA Times Magazine - Issue 27 - February 2014

Amaya: Exactly. And really the big differ- ence is we don’t necessarily use a lot of dif- ferent pages, but we make it really smooth. We’re working on a lot of ideas on how to load (the casino) quickly. So we used spe- cialized fonts instead of images. We don’t have a lot of load time. We don’t have to go look for images, for instance. We work several pictures into one, so you only look for one picture instead of several of them. And these are just small, tiny tricks that will make the user experience a lot better and faster. There’s also push messaging for the player available and other types of feedback, like to make the player comfortable. If I’m working on a bonus, for instance, I can follow the bonus tracking on my website. VN: So players can track bonus play as they’re playing? Amaya: Exactly. VN: So that’s for the player. How does this tie into the back end? Amaya: Instead of having to issue sepa- rate bonuses or bonus lists for someone to bring with them when they come to a site, we’ve integrated it so the system always knows what segment you belong to. You can populate segments by any means you want to – demographics, psychographics, or even using the integration we have with Optimal, one of the micro segmentation behavioral products on the market. We’ve integrated that so the system always knows which segment the player belongs to. So if you’re logged into the site, the bo- nuses available to you are displayed there. You don’t have to do anything. We do that for you. VN: So let’s delve into that a little more. You’re an operator. The bonuses are au- tomatically populated into the system by psychographic segment or whatever pa- rameters you set up? Amaya: Basically what I’m saying is when you set up a bonus, instead of hav- ing to issue a lot of them, you can set up one that will work for you in a number of different settings – which means you can set the different segments you want the bonus to run for. And these segments are either populated by yourself, or maybe you just take a list of your top players, or you can use one of the segments provided by Optimal, or you can work on other types of demographics like countries or loyalty levels. You can add which slots games or casino games you want to be available for the bo- nus and the different wager requirements – match bonus, fixed amount bonus, etc. When I’ve set that up, the system will rec- ognize which players in the system fit that segment and populate that (bonus) infor- mation on the website. “Instead of having to issue separate bonuses or bonus lists for someone to bring with them when they come to a site, we’ve integrated it so the system always knows what segment you belong to.” 61 Creating a better back office