It’s good to talk, especially when it means an operator and a player can connect with one another. 
Jean-Pierre Houareau from Live Solutions explains why having a personal connection with players is vital and gives examples of the benefits that a face-to-face relationship brings to both operators and their players alike.
Why is it so important for operators to connect face-to-face with players?
Having face-to-face interaction with players is very important and that’s why Live Solutions offers the only product on the market that allows players to make personal connections while playing their favourite casino games.
Our software means players can talk to each other while playing at the tables and can interact with the table hosts, any operator representatives and the Live Solutions team.
Having a face-to-face connection also means operators can build trust. When players can interact with representatives of a gambling company, they may feel more confident that they’re dealing with a reputable and trustworthy organisation. This can be especially important in an industry where there are concerns about fraud and unethical practices.
Having personal connections also means gaining a better understanding of the needs of players. By interacting with players at the tables, operators can gain a better understanding of their preferences and concerns. This information can be used to develop more effective marketing strategies, improve customer service, and identify areas where the operator can make improvements.
Some players may require assistance or support to manage their gambling behaviour, and face-to-face contact can be an important way to provide this help. For example, an operator might offer to connect players with resources to help them control their gambling habits.
Also, when players can interact with someone from a gambling company, it can help make them feel valued and like they’ve enjoyed a personalised experience. This can lead to increased customer loyalty and repeat business.
Why is a face-to-face experience especially powerful in emerging markets, such as the US?
Connecting face-to-face with players can be particularly powerful in emerging markets such as the US as it contributes to building a recognised brand.
In emerging markets, certain operators may be less well-known, so a more personal kind of interaction can therefore help to build brand recognition and raise awareness of the company's offerings. It’s also a great opportunity to develop personal relationships and build trust, which can be particularly important when an operator is in the early stages of establishing a foothold in an emerging market.
Emerging markets often have unique cultural and regulatory environments and Live Solutions believes its localised hosts, with their understanding of local cultures and preferences, can bridge this gap in the market. Face-to-face interactions can also help operators gain a better understanding of those local preferences and needs. This can be important for tailoring products and services to meet the needs of local players.
There can often be regulatory concerns within emerging markets and concern over the impact of gambling on local communities. By connecting face-to-face with players, operators can demonstrate their commitment to responsible gambling practices and address these concerns in a more personal and direct way.
In what ways can operators deliver this connected experience?
Live Solutions has replicated the experience of a brick-and-mortar casino online through video streaming, which enables face-to-face contact for everyone.
But there are other types of content that operators can use to deliver a face-to-face experience to players. For example, one of the most effective ways to forge a connection is through live events. These can be trade shows, conferences, or gaming exhibitions, where operators can showcase their products and services, meet with players, and establish personal contacts.
Operators can also offer in-person support to players, such as through local customer service centres or through dedicated customer service representatives who are available to meet with players in person.
Video conferencing can also connect operators with players face-to-face. This could include virtual one-on-one meetings or group video conferences, where operators can answer players’ questions in real-time.
Social media platforms are another means by which a connection with players can be made in a more personal way. Operators can use Facebook, Twitter and Instagram, for example, to interact with players, answer their questions, and offer support in real-time.
Mobile apps can also deliver a more personalised and interactive experience to players, by offering in-app chat support, personalised recommendations, and other features that help to establish a more personal connection.
What sort of player does this kind of connection appeal to? How can operators use it to appeal to specific demographics?
Face-to-face interactions can appeal to different kinds of people, depending on the specific context and demographic.
However, face-to-face interactions tend to be particularly appealing to players who are looking for a more personalised and humanised experience; want to establish trust and rapport with the gambling operator; are seeking support with their gambling behaviour and are interested in building relationships and networks within the gambling community.
Gambling operators can use face-to-face interactions to appeal to specific demographics by tailoring their content and messaging to the needs and preferences of those groups.
For example, younger players may be more likely to engage with gambling operators through social media or mobile apps – so operators can use these channels to offer personalised recommendations and support that’s tailored to their needs and preferences.
It can also be the case that high rollers may be more interested in attending live events or receiving in-person support from dedicated customer service representatives. Operators can therefore establish personal connections with this kind of player in those ways, to offer them exclusive perks and benefits.
Problem gamblers may be more likely to seek out in-person support from trained professionals who can help them manage their gambling behaviour. Operators can offer this support through local customer service centres or online counselling services.
An example of how operators can use face-to-face interactions to appeal to specific demographics is a gambling operator that targets older adults who may be less comfortable with technology.
This operator could offer in-person support through dedicated customer service representatives who are available to meet with players in person. They could also develop educational materials and resources that are specifically tailored to the needs and preferences of older adults, such as brochures or in-person workshops on responsible gambling.
What makes this kind of content appealing to players? How will the experience evolve?
There are several factors that make face-to-face content appealing to players.
First of all, such interactions can be tailored to the specific needs and preferences of individual players, creating a more personalised experience. Communicating with a real person this way can create a sense of human connection and empathy that is difficult to replicate through other channels.
Very importantly, connecting with a gambling operator face-to-face can help to establish trust and credibility, which can be particularly important for players who may be hesitant to engage with online gambling.
Such face-to-face interactions can also offer players help with managing their gambling behaviour, which can be particularly appealing for players who may be struggling with addiction or other issues.
As technology continues to evolve, the face-to-face experience is likely to become even more interactive. For example, virtual and augmented reality technologies could be used to create more immersive face-to-face experiences, allowing players to interact with gambling operators in a virtual environment.
Artificial intelligence, which is rapidly being deployed in many parts of society around the world, could be used within the gambling industry to create more personalised and responsive interactions, allowing operators to tailor their messaging and support to the specific needs and preferences of individual players, around the clock.
Mobile technology could also be used to deliver more interactive and personalised experiences, allowing players to access support from gambling operators in real-time.
The face-to-face experience is likely to continue to evolve as technology advances, becoming more personalised, immersive, and interactive. However, the fundamental appeal of face-to-face interactions – personalisation, human connection, trust, and support – is likely to remain unchanged.
What else should we know about the issues surrounding the face-to-face experience?
One important thing to keep in mind is that while face-to-face interactions can be a powerful tool for gambling operators, they are not a silver bullet solution.
It's important to use this form of personal connectivity as part of a larger strategy that includes other channels, such as online and mobile, to reach a wider audience and help players who may not be able to attend live events or meet with gambling operators in person.
Additionally, it's crucial for operators to prioritise responsible gambling practices in all of their player interactions. This includes providing information and resources to help players make informed decisions about their gambling behaviour, offering support to those who may be struggling with addiction, and taking steps to prevent underage gambling and other forms of harm.
The face-to-face experience is just one piece of kit in the larger toolbox available to gambling operators, but it’s undeniably a powerful way to connect with players and establish long-term relationships. By using face-to-face interactions in a thoughtful and responsible way, operators can create a more engaging and supportive gambling environment for all players, all of the time.
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