G2E featured speaker Scott Klososky shares his insight on digital transformation in gaming, and what big data can bring to the card table.
Futurist, author and consultant Scott Klososky is a renowned expert on how digital technology is transforming global business, including the gaming industry. Klososky, a founding partner of consultancy Future Point of View, is a featured speaker at this year’s Global Gaming Expo (September 27–29 in Las Vegas). We recently spoke with Klososky about his upcoming G2E speech, “Digital Transformation and Gaming.”
What services does your consulting firm, Future Point of View, offer clients?
We help companies achieve digital maturity. We have a strong understanding of how digital technology is changing the world in general and how it’s changing particular industries. So we help organizations understand the gap between where they are and where they need to be in terms of digital maturity.
How will digital technology be impacting the gaming industry?
In a number of different ways. First, in how you deliver gaming, for instance. It’s not just in a casino anymore: There’s a whole electronic horizon that’s opened up on the web. We probably haven’t even begun to understand how big and pervasive that’s going to be. I suspect that there’ll be new generations of gaming online.
Second, technology will lower operating costs for the gaming industry. You can use software to automate a lot of the activities that humans do today. A lot of back office costs like security and accounting can be automated, which will change the cost-efficiencies.
A final horizon involves how technology changes consumers, who have evolving expectations about how they access gaming and entertainment, how convenient things are, how they collaborate and connect with others. As younger consumers drive these changes, they’ll continue to change gaming.
How is big data, which allows the industry to collect more data about consumers, impacting gaming?
The whole field of customer or player intelligence is growing quickly. It helps answer some big questions. How do we identify and engage prospective customers, how do we onboard them, and how do we learn more about them? Big data will allow for hyper-personalization of the customer experience. It will enable us to learn about how people are different, and then be able to communicate and interact with them differently.
Big data is not just about gathering a lot of data. The outcome is what’s important, which is hyper-personalization. And this more personalized approach to the experience isn’t just about gaming — it’s the hotel, the restaurant, etc. It’s not good that I can walk into a hotel in Las Vegas today and, even after many visits, they act like I’m a stranger. Big data will change that.
What about wearable technology and gaming?
Look at what Disney is doing with the bracelets they give visitors. That’s a good foretelling of what’s possible. These bracelets allow you to make transactions, they authenticate who you are, they allow you to avoid standing in huge lines for rides. Disney is showing that people who wear these bracelets spend 20–30 percent more money than people who don’t.
Imagine walking into a casino and getting a wearable, which will allow you to do transactions and track everything you do. It will help create a better customer experience while providing lots of actionable data for casinos.
Why is it important for members of the gaming industry to adapt quickly to emerging technologies?
Because they’ll get a “digital halo,” meaning that customers will view them as early adopters of technology. This will help them with all their customers, but especially in attracting tech-savvy younger ones. However, the laggards (late adopters) will end up losing market share, especially among younger customers who are technology-oriented and middle age customers who demand the convenience technology offers. If you’re neither “cool” nor “convenient,” you’ll lose customers.
What else should we know about digital transformation and gaming?
That you have to pair digital transformation with digital maturity. Everyone agrees that digital transformation is happening, but the question is: “What kind of digital maturity does it take to win?” Digital maturity is about building an adaptive culture that can change as quickly as digital transformation happens. It’s not just about purchasing hardware and software. Yes, you have to be innovative, but you also need a talented technology team, combine it with an adaptive culture and put in strong governance too. It’s a process.