SAP eXperience DayL’innovazione intelligente nell’industria del Gaming14 giugno 2018
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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
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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
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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
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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
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• 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…
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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.
9INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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
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14© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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• 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
New customer experience…
compliant with GDPR
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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
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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
19© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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
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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
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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
SAP Hybris Marketing Cloud
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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
SAP Hybris Marketing Cloud
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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
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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
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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
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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
32© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
OFFER DATA TO YOUR GUESTS TO ENGAGE THEM
33© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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
34© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
FIELD SERVICE, IN REALITY
Managing the human capital
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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!