Content is key to the success of any online casino. But it’s equally important for operators to have a firm hold on what is going on behind the scenes. This means managing content, creating bespoke bonuses and launching tailored promotions.
To do this, operators need to work with European content suppliers and game aggregators through a powerful and flexible back office, allowing them to roll up their sleeves and get involved in the day-to-day running of their online casinos.
Established companies, such as Flow Gaming, have spent years designing and developing innovative tools and features that help operators acquire new players and keep those already active wagering for longer.
The Flow Gaming back office is bursting with such tools, from full-feature reporting to real-time data, via customised management access and ground-breaking bonus generators.
Most Asian operators have yet to get their hands such functionality, and subsequently are unaware of how to leverage their capabilities to take their online casinos to the next level.
Data is at the beating heart of this, and being able to collect, segment, analyse and effectively act upon the reams and reams of information online casinos generate on a minute-by-minute basis.
It is possible to separate players into a near-limitless number of categories including their age, location, gender, and more specifically the games they like to play, when they play them and from what sort of device.
Our back office displays this information clearly and concisely, with controls over who can access the feeds and reports. Player and financial data can be reached within just a couple of clicks.
The data can be viewed in real-time and from desktop and mobile devices. Online casinos run 24 hours a day, seven days a week, 365 days a year, so it’s critical for management to be able to access information wherever they are, any time of day.
This allows operators to react instantly to emerging trends or suspicious activity, drastically improving the player experience and ensuring they remain ahead of their rivals and in the driving seat to set the standard for others to follow.
A best-in-class back office also allows operators and marketers to create and tailor promotions and bonuses. It means they can communicate with players on an individual basis, offering them personalised incentives.
It is possible to forensically monitor how these campaigns perform, and whether players have responded in the desired way. Marketers can then tweak bonuses and promotions – even for specific games – until they hit the spot.
With game portfolios now boasting in excess of 1,000 slots, operators need to be able to access all these tools in one place, and for them to work seamlessly across all titles in their roster.
Here at Flow Gaming we have spent a long time iterating and improving our back office so that it is a one stop shop for operators looking to take greater control over the day-to-day running of their sites.
For those plying their trade in Asian markets it is important to make use of these tools now to ensure players are receiving the best possible experience. As the market continues to grow, so will the competition.
And while blockbuster content is what draws players to a particular site, its all the hard work going on behind the scenes that ensures they remain engaged and ultimately loyal in the long-term.