- John Forelli, Vice President, Information Technology, Borgata Hotel Casino & Spa
- Virgil Debrosse, Executive Director of Casino/Hospitality Apps, Chicksaw Nation Department of Commerce
- John Enriquez, Vice President, Information Technology, PCI Gaming Authority
- Mike Day, CIO, Cannery Casino Resorts
- Patrick Flannery, Senior Director of Product Commercialization, Aristocrat
- John Connelly, Vice President, Business Develop, Bally Technology
- Due to the legislative volatility of online gaming, it is difficult to predict when and where these laws will change, making it difficult for brick and mortar casinos to create a well-planned iGaming strategy.
- iGaming is a greenfield industry and there is minimal resources or guidance to leverage. Only way to deal with unforeseen circumstances is to foray into the territory early to build first-mover advantages.
- Your competitors are on the exact same footing when it comes to iGaming. Established competitors with stronger brand awareness can take the lead in acquiring new players and/or even lure your player base away.
- Pursue “play for fun” to set yourself up for an easier transition to “pay for play.” A play-for-fun model can help you develop brand loyalty and acquire new players in advance of regulated real-money wagering. It can keep players engaged after they have left the brick and mortar and drive additional revenues to the land-based casino through effective integration with the loyalty program and cross-marketing initiatives.
- Info-Tech recommends early adoption of iGaming through a play-for-fun model. Free-play provides a way to try iGaming and work out any preliminary problems related to cross-marketing, player acquisition, player reactivation, and retention in advance of any foray into regulated real-money gaming.
- Branding is critical to the success of your iGaming initiative. Get marketing involved in the development of the strategy to ensure you have the support needed to develop a go-to brand.
- iGaming is not solely an IT initiative and requires the support of the organization as a whole. Document and communicate the strategy to sell the value of iGaming to the entire organization.
Impact and Result
- There is an understanding of the iGaming environment that includes state regulatory frameworks, market and competitive landscape, customer base, and internal capabilities.
- An overview of iGaming-related vendors, architecture, solution options, and key considerations is provided.
- A comprehensive inventory of user scenarios, use cases, and requirements are developed.
- Similar requirements are logically bundled into IT initiatives. The initiatives are scored based on their relative value, risk, and dependencies to be prioritized and plotted on a roadmap.
- A strong iGaming business case is created and ready to be presented to organizational stakeholders.
1. Launch the project
Identify project stakeholders, define roles, and create the project charter.
2. Analyze requirements
Conduct a comprehensive environmental scan, document user scenarios and inventory of use cases, and draft a set of requirements for iGaming.
3. Identify solutions
Understand a reference architecture that reflects the needs of your organization, identify critical integration points with legacy systems, understand iGaming applications and vendors, and take a preliminary posture on iGaming implementation and integration framework.
4. Build the roadmap
Prioritize and finalize the requirements for the iGaming system, and identify, prioritize, and plot iGaming IT initiatives on a strategic roadmap.
5. Implement the strategy
Conduct a cost/benefit analysis, develop a business case, and develop an iGaming initiative communication strategy.
This guided implementation is a three call advisory process.
Call #1 - Review iGaming use cases and requirements
Once you have compiled a use-case inventory and drafted some use-case details and requirements, we can help review the inventory, the completeness of the use case details, and discuss any major concerns that arose during the completion of the use-case modeling exercise. We can also review the preliminary requirements list, their level of completeness and detail, and any major concerns that arose during the requirements collection exercise.
Call #2 - Review solution options
Once you have compiled your requirements and identified target state architecture, we can review the architecture, discuss critical integration points, and help you shortlist vendors and products that might suit your iGaming needs.
Call #3 - Score initiatives and create roadmap
Once you have defined a list of IT initiatives, we can help guide you through defining value and risk criteria by which to score and prioritize these initiatives.
Book Your Workshop
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Module 1: Analyze requirements
- Understand the iGaming opportunity.
- Understand the purpose of environmental scan and importance to the viability of the iGaming strategy.
- Develop user scenarios.
- Develop use cases and leverage them to draft requirements.
Key Benefits Achieved
- Continuously gauge organizational and external readiness for iGaming.
- Sequentially develop user scenarios, use cases, and draft requirements.
- Complete opportunity assessment
Discuss capabilities and brainstorm user scenarios
- Initial strategic position
Create a use-case inventory and draft use-case scenarios
- Inventory of use cases
Use use-case details to draft requirements
- Initial inventory of requirements
Module 2: Identify solutions
- Understand iGaming architecture and integration points.
- Understand the overview of iGaming vendors, integration frameworks, and game popularity within your bricks and mortar casino.
Key Benefits Achieved
- Take a preliminary posture on your future state iGaming architecture and content inventory.
Review reference architecture
- List of current applications and critical integration points
Discuss vendor and solution options
- Preliminary posture on future state architecture and iGaming content
Module 3: Build the roadmap
- Logically bundle drafted requirements into iGaming initiatives.
- Score, prioritize, and plot initiatives on a strategy roadmap.
Key Benefits Achieved
- Prioritize and plan for your iGaming strategy initiative rollout.
Frame desired state and develop iGaming roadmap
- iGaminig initiative roadmap
Module 4: Implement the strategy
- Conduct a comprehensive cost-benefit analysis and develop and robust iGaming business case.
Key Benefits Achieved
- Communicate your iGaming strategy and business case to organizational stakeholders.
Discuss business case and communication plan
- Cost-benefit-analysis embedded business case and communication plan