"We aim to leverage our technology to empower operators to completely understand their players"

How would you describe Optimove’s products and services, and define the distinctive features that could make you stand out from competition?

Optimove’s technology leverages AI to analyze and predict player behavior. We offer an omnichannel solution, and an orchestration of all of these channels, which is becoming increasingly important. We have extensive experience and know-how across multiple verticals —casino, sports betting, social gaming. All of those give Optimove a competitive edge, but what we’re particularly proud of is our unique approach to Responsible Gaming, which enables us to proactively predict at-risk players. 

What demands, concerns or upcoming trends could you identify in Las Vegas, and what would be your approach to address them? Could you give us some examples?

I can certainly feel the excitement of the US market opening up. This new market will need to focus on attracting new segments of players, which are demographically and behaviorally different than traditional casino players. That’s where new technology comes into play, particularly from Europe. We’ll have to make sure that this new technology is catering to the American market and the American player. 

What role do Big Data, machine learning and AI play in the gaming industry, and what are your strategies and resources to leverage them? How exactly are you using these and other emerging technologies applied to the gaming business, and what are your plans in that sense for the short and long term?

We use data, AI, and Machine Learning to analyze player behavior, generate smart segmentation, and generally create an effective player journey by personalizing at scale. The purpose is not only growth and retention, but also for protection and responsible gaming. We find that data is extremely valuable, often underutilized for lack of know-how and resources. Optimove carries the heavy lifting and makes data accessible to all, including marketers, analysts and compliance. In the short term, Optimove’s goal is to continue its penetration into the sports betting markets as they open, and obtain the necessary regulatory approvals to work within those markets. We are one of the few companies regulated to work in New Jersey, Pennsylvania, and Indiana. In the long term, we aim to leverage our technology to empower operators to completely understand their players, and generate growth across their various channels (retail, mobile, and online). 

How would you describe your initial months at Optimove? What goals have you already achieved and what are your projects lying ahead? What are the challenges for the company?

In short, the past few months have been extremely productive and fulfilling. We’ve gained significant awareness for Optimove and its capabilities in the US market, having established a solid footing in New Jersey, Pennsylvania and Indiana, and we’re continuing our efforts in other territories as they open up. These opportunities are usually being presented alongside some challenges, the main ones being keeping up to speed with the regulatory challenges and creating awareness amongst traditional casino operators in the US. 

What are currently the main markets where you operate, and what are your target jurisdictions for 2020? What are your expectations and approach for emerging markets, especially the US, LatAm and Japan? 

The main markets are still in Europe, where the industry is established and mature, and comprised of hundreds of operators. Target jurisdictions are North America, as various states welcome these opportunities, as well as the iLottery market. We continue to enter emerging markets like LatAm, as well as APAC through our Singapore office.

How would you assess the regulatory framework in those jurisdictions?

This is a brand new frontier, and there’s definitely a learning curve. Ultimately, the will to open and regulate is a good sign. In the US, while the state by state regulations seem to be overly complex (rather than federal regulation), this seems to be the only approach for the time being, and things would move much slower with federal regulations, as a national consensus with so many differing opinions would be too difficult. 

What kind of partnerships would you seek in order to expand into any of those markets, and what would be your criteria in that sense?

We constantly and continuously work with partners and fostering these relationships has been beneficial for both sides. We look for partnerships that can provide value to our clients, who in this case, are the operators. For example, we would partner with platform providers or suppliers, as often they can secure accurate data and ease of use for our clients.