SAP eXperience Day L’innovazione intelligente nell ... · 2017 Gross Gaming Revenues (GGR). Data in bn€ Source: H2 Gambing Capital (data published Sep28, 2017) GGR calculated

SAP eXperience DayL’innovazione intelligente nell’industria del Gaming14 giugno 2018

2INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

Agenda9.30 Registrazione e welcome coffe

9.30 Registrazione e Welcome Coffee

10.00 Gaming: Leading innovations and omnichannel experiencesPau Pujol-Xicoy, Industry specialist SAP EMEA

10.30 Case Reference: Intelligent Business Data for the EnterpriseRoberto Capozzo, BGP Management Consulting

11.00 Coffee Break

11.15 Digital Engagement in GamingMarco Vatteroni, Industry Value Engeneering, SAP ItalyMassimo Migliorini, Sales Specialist Success Factors, SAP Italy

12.15 Case Reference: Intelligent Gaming devices monitoringRoberto Capozzo, BGP Management Consulting

13.00 Lunch


Agenda9.30 Registrazione e welcome coffe

13.50 SAP Concur Travel & ExpenseFerruccio Irionè – SAP Concur Presales Specialist

14.15 Innovation Center Tour: IoTDavide Bramati – Technology Solution Presales SAP Italy

14.40 Real time insights for profitability for players: Digital Boardroom for LotteryPau Pujol-Xicoy, Industry specialist SAP EMEA

15.20 Artificial intelligence applied to Gaming Maria Grazia Baragioli BGP Management ConsultingVincenzo Barone, MEAStefano Stravato, MEA

16.20 Closure and networking

Leading innovations and omnichannel

experiences

by Pau Pujol-Xicoy

Sports and Entertainment industry expert, EMEA South

5PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

Industry definition & Target market segments

5

LOTTERIES

PUBLIC

AND PRIVATE

12324

ENTERTAINMENT

PARKS

TRADE SHOWS /

BUSINESS

CONFERENCES

CASINOS

BOTH ONLINE

AND OFFLINE

GAMBLING &

BETTING

E-SPORTS


The Italian gaming companies, are leading the market in Europe

2017 Gross Gaming Revenues (GGR). Data in bn€

Source: H2 Gambing Capital (data published Sep28, 2017)

GGR calculated as total bet minus payout

2017 Italian GGR breakdown

Source: H2 Gambing Capital (data published Sep28, 2017)

GGR calculated as total bet minus payout


• PREU increase (as of April 2017)- AWP from 17,5% to 19%

- VLT from 5.5% to 6%

• Taxation on winnings increase in 2017 (for lottery users)

• AWP reduction (by April 30 2018, lower than 265k)

But you are facing some challenges as well…


Data

Consolidation

across

different data

sources

Omni-Channel

Experiences

on betting

shops and

online

IoT enabled

gaming

machines, real

time info flow

Talent

management

1. 2. 3. 4.


Data

Consolidation

across

different data

sources

Omni-Channel

Experiences

on betting

shops and

online

IoT enabled

gaming

machines, real

time info flow

Talent

management

1.

2.

3.

4.

Data consolidation

11© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

CURRENT SITUATION ONGOING PROJECT





• Better insights from millions of

players accross a big range of

games

• Billions of rows of data filed

every day

• No worries about

infrastructure or downtime

https://www.youtube.com/watch?v=VYV1-2cTTTM

New customer experience…

compliant with GDPR


From unknown to known: building identity progressivelyMoving through Lite Registration to full registration allows entertainment companies to enrich “first-

party data.”

Key capabilities

Lite Registration

Unknown Known

Awareness Consideration Conversion Retention Advocacy

Anonymous

interactionsFull registration

Progressive

profiling


Our player’s continual use builds her profile and engagement as she

enjoys the service.

Welcome back, Sarah! We hope you enjoyed your last bet!

Please tell us a little about yourself so we can provide you with more

relevant and personalized recommendations.

Click here to manage all your preferences.

TELL US ABOUT YOURSELF

Calcio

F1

Tennis

Poker

Blackjack

Roulette

E-Games

Slots

Other

Submit


GDPR is about putting the customer in control of their data

Data Collected

&

Social DataConnections

Device

Data

Likes &

Interests

Registration

Data

Behavioral

Data

Location

Data

Profile Data

Individual Rights

The right to

restrict processing

The right to

rectification

The right to

object

The right of

access

Rights in relation to automated

decision making and profiling

The right to

be informed

The right to

data portability

The right to

erasure


Develop customer intimacy that pays

▪ Unify customer data into a single,

dynamic view

▪ Analyze interests, behaviors and interactions

to predict needs, wants and desires

▪ Activate data across applications and

channels for personalization that cultivates

conversion, revenue and lifetime value.

▪ Maintain a trust-based relationship

SAP Hybris Marketing Cloud


Target with efficiency and effectiveness

▪ Target the right customer every time, aided

by machine learning

▪ Intelligent scoring and profiling, in real time

▪ Dynamically manage audiences and criteria

to drive relevant treatments

▪ Quickly synthesize large volumes of

customer data



Delight them, every time

▪ Intelligently automate and tailor experiences

based on flexible criteria and predictive

▪ Easily build integrated journeys across

touchpoints

▪ Learn and adapt on the fly with machine

learning



300% 25% 90%improvement in targeting accuracy, including identifying likely players for specific lotteries

Reduction in target audience size for any individual campaign, thanks to more-precise analytics

Less time to build and deploy predictive models (from weeks to days), increasing the productivity of the analytics team

“In our first year using SAP InfiniteInsight, we realized a 300% uplift in targeting accuracy”Pankaj Arora, Senior Analytics Consultant, Tipp24.com

https://www.youtube.com/watch?v=nd2YHfi7vOQ


LOYALTY MANAGEMENT

Enrich the person’s

profile with Loyalty

insights

Send targeted offers via

Marketing Offers

integration in Loyalty

Deliver location based

marketing, via geo-

marketing capabilities like

geo-fence and iBeacons

Leverage mobile wallets

Set up programs, tiers

and rules within

minutes

Gain insights into

loyalty performance via

Embedded Analytics

Create integrated

loyalty shopping

experiences

Plug ‘n Play

integrations into

Commerce, Marketing,

and Service


Wargaming Player Journey with SAP Hybris

1. Identify & Win New Player 2. Monetize New Players

3. Continuous Player Engagement and Monetization

• Rob tweets about a battle in ‘Game of War’ iPad game (competitive game)

• Rob gets targeted offer (based on sentiments analysis) to watch a trailer of new “World of Tanks” version on PC

• Rob watches trailer and downloads a tank for free when registering

• Rob receives promotion for discounted subscription incl. 5 tank models for free

• Rob receives personalized real time recommendations on tanks depending on likely opponents in upcoming battle on his iPad

• Rob does not go for promotion, but instead purchases first tank on credit card (however leaves subscription in abandoned basket)

• Rob tells his friends about his new PS4 on Facebook

• Rob receives a targeted promotion for the PS4 ”World of Tanks” boxed game (Disc)

• Rob’s FB friends with WoT interest (Sentiment Analysis) also receive WoT promotion

• Rob purchases and plays the PS4 ”World of Tanks” version

• Rob gets offer for new Tournaments on PS4 and becomes a “World of Tanks” Tournament player


Tech revolution

Venue operators manage a complex

environment with the need to switch from

routine operation to peak times (turf races)

within a very short period of time.

These peak times often include a huge public

attention (e.g. world championships) and the

event cannot be repeated/ shifted. The operator

must therefore ensure a high availability/

reliability of all functions

• Critical infrastructure components are

working (e.g. access turnstiles)

• Huge Queues are managed proactively

• Race day revenue is maximized by

operation optimization (e.g. staff

assignments)

• Parking operations are optimized


OFFER DATA TO YOUR GUESTS TO ENGAGE THEM

https://www.youtube.com/watch?v=Ri4P-sSqAzc


Venue operators manage a complex

environment with the need to switch from

routine operation to peak times (turf races)

within a very short period of time.

These peak times often include a huge public

attention (e.g. world championships) and the

event cannot be repeated/ shifted. The operator

must therefore ensure a high availability/

reliability of all functions

• Critical infrastructure components are

working (e.g. access turnstiles)

• Huge Queues are managed proactively

• Race day revenue is maximized by

operation optimization (e.g. staff

assignments)

• Parking operations are optimized

https://jam4.sapjam.com/groups/dZBduGDNiOVtWw7KsPOVyh/documents/KUkrzNicnNikQwzrmB9Yx7/video_viewer?_lightbox=true


FIELD SERVICE, IN REALITY

https://www.youtube.com/watch?v=UlpGDrSmg38

Managing the human capital

36INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ© 2017 SAP SE or an SAP affiliate company. All rights reserved.

Betting Talent Management:

• Build rather than buy talent to

meet future business needs

• Gained greater insight into the

employee lifecycle to support

talent management

• Organized William Hill workforce

in the UK, 14K employees

Grazie!

Documents

SAP eXperience Day L’innovazione intelligente nell ... · 2017 Gross Gaming Revenues (GGR). Data in bn€ Source: H2 Gambing Capital (data published Sep28, 2017) GGR calculated