We had an amazing interview with a leader in the gaming industry. Contact Eriks Petersons, Director of Digital Transformation at Ciklum.
Here he talks about his move to Malta as a professional poker player and his work in the industry.
What differs in opinions and attitudes is the clear focus on the experience of the players and the need to be unique and standardized.
“In my opinion, one of the biggest shortcomings is the difference in player experience.” He spoke with complete confidence.
It also explains the use of technology, rules and internal processes to divide them into smaller and simpler stages.
Read. Do not miss the wisdom.
Q: Let’s start the interview with a brief introduction to your work. Our readers love to hear top entrepreneurs talk about themselves.
A. I started in the iGaming industry in early 2008, moving to my hometown of Riga, where I was a professional gambler. Poker was on the rise and everyone was talking about it. Fast forward to 2011, especially the April 15 Black Friday events, which ended the poker boom. I bought a one-way flight ticket to Malta to further my career in my favorite industry.
I have spent the last 10 years working in various positions in major B2B and B2C companies, working closely with customers, technology and products. Looking back, I was fortunate to join the industry, growing alongside it and growing up. This allowed me to develop a thorough knowledge of company operations and industry details.
My current role in Cycle is iGaming leading the way. Our goal is to share our technological knowledge and bring our customers’ growth to new heights with the industry.
Q: How do you see the technological advancement for the iGaming industry over the past few years? Were there so many things going on like artificial intelligence, big data, cloud computing and blockchain, like the Covenant 19 epidemic, frequent control changes and new devices?
A. The last few years have been exciting. Although one person is largely responsible for the lack of creativity, especially for companies with a global footprint, the relationship is one of the main motivators of innovation. Same for AI, Big Data and Cloud, they all serve control needs in one way or another.
Now that we’ve embraced these new tools to some extent, now is the time to expand them to other production areas. In my opinion, the untrue environment of player experience is different.
With some exceptions, most casinos are all the same. They just have a different look and feel. There is nothing special about making the player choose a different brand, or more importantly, to continue.
Q: In what ways do you think the epidemic has affected the development of imaging technology? And what are the technological changes that e-commerce companies can take to ensure their future performance in the epidemic?
A. There weren’t many new developments, but my favorite player experience. This is a trend we saw earlier this year in other industries such as video streaming, such as Netflix and Disney +.
With regard to technological changes, the industry has reaffirmed its stagnation. Although I say this is due to the entertainment nature of the industry more than any other technological advancement.
When times are hard, people want happy times. Why not have something to win if it is not sustainable and responsible?
On the other hand, the closure of all sports during the outbreak has taught us the importance of productivity and over-reliance on physical contact. So I expect things like the popular sports betting and virtual sports, especially those built on blockchain technology, to increase their value now.
Q: Now let’s talk about technological changes. How can iGaming companies work in parallel with different control changes and product features – without interfering with each other and providing flawless service to users?
A. From your product strategy, to planning, to prioritizing, budgets and head counts are a few things to play with here. There should be a well-divided system of groups formed in different areas of responsibility. The emphasis should be on freedom. For example, when your ‘responsible game’ or ‘fair play’ team is busy implementing change in Germany, your ‘player acquisition’ team can recreate, try or improve the new features on the homepage.
The only other piece of advice that every productivity coach tells you is the same as telling you to break things down into smaller logical divisions and start working on them as soon as possible. This way you will eliminate any last-minute worries for your team, get some productivity points and thus spend more time on beautiful, new and shiny features. The trick here is to continue releasing these small logical pieces directly into production, and you can turn the function on or off if the full feature (containing many small logical fragments) is not ready or should be started later – you know. Changing as a character.
Q: Why do companies need APISs to work with multiple third-party tools such as fraud detection platforms, KYC authentication tools and more?
A. Why not? If you don’t have a standardized process, you will continue to adapt to each new integration that comes to you and thereby many more and more improvements and unique conditions to your platform, which will eventually become an uncontrollable beast that no one wants to resist. .
As a simple example, if we focus only on the basics of online submission – many online submission providers each have their own API. However, all places work the same way. You will need to check the wallet to check the balance, you will need to call the spinner and then report any wins. Now, for example, some providers do not answer any calls in the event of a loss, some win 0 and return, while others record each loss individually. If you do not have these standards in your platform, you will eventually have a number of similar variations that will be difficult to fix.
Q: What are your insights into the use of cloud computing by working with vast amounts of player data?
A. There are many benefits to using a well-documented cloud. First of all, a lot of information needs a lot of storage. While it is technically possible to increase the capacity of domestic servers, you need to plan these things in advance.
Second, because of the cloud ‘infrastructure as a service’ model, you are diverting all your front end CAPEX costs to very small OPX costs, which only increase as you grow, and thus are much better off your bottom line.
Finally, at the very least, the cloud provides the ability to quickly scale infrastructure, so you can manage large traffic flows or prepare for a new market start. The cherry above is when you can do this horizontal and vertical measurement automatically.
Q: How do you think simple changes – like the design of registration forms – can make a big difference in player experience and ultimately for iGaming operators?
A. One cannot stop experiments. The trends of players are constantly changing, and you should not forget to consider the many market and cultural aspects of this equation. There are so many unproven hypotheses that can only be verified with real data. Is a three-step registration process better than one?
Even the tiniest of things, such as button color, shape, or layout, can greatly affect a player’s behavior and conversion rate. Successful operators never stop;
Q: Finally, where do you see the current digital transformation? In the future, will digital transformation invade the privacy and data security of end users more than today?
A. In general, the topic of digital transformation is very broad, but one important aspect is to look at things in more detail, to understand those details and then to better control them. This could be physical objects, events or consequences. Having said that, it certainly affects all possible aspects of player data. I expect rules and moral principles to set boundaries.
Think of your phone, it has dozens of different sensors that can detect light, sound, gravity, acceleration, location, temperature, biometrics, and more. One can choose to use this data, and who knows, maybe in the future, instead of the traditional spin buttons on slot machines, players will drop the slot on their phone to feed a special RNG algorithm.
But most importantly, I expect more control over how players want to entertain themselves in the short to medium term. From visual and emotional to the real variability of the game. They may want to play alone or have a party with friends, where the scales are shared and the winners are divided. Prop bets become stronger when you watch the live stream using every sports / market information point placed on the smart speakers by smart speakers.
Long-term, affiliates, and perhaps single players can create their own casino at the casino and retain a portion of the revenue. You can describe every aspect from look and feel to the type of game, translated bonuses and loyalty programs and so on.
Then, in the not too distant future, all of this will probably be transferred to some sort of metavers, such experiments have already been done.