DECEMBER 2020CIOAPPLICATIONSEUROPE.COM8IN MYOPINIONow? This should be the main question in the industry today, given regulatory changes, compliance challenges with affiliates, and overall tightening conditions in core markets.With UK and Sweden leading the way of stricter rules for online gambling in Europe, online casinos have a task to solve not only how to stay abreast of the competition, but more importantly - how to adapt to the new rules, and still keep the acquisition growing and the retention of the players stable. And to add to all of that, we are facing the changes in audience behaviour, that raises a new topic - is there still such thing as brand loyalty at all, and can casinos do anything to keep their customers coming back. Regulatory changes are given and we have to follow every rule, but what about behavioural changes? Are we adapting our casino products and tools to avoid the negative impact it can bring?While the industrial landscape is changing and evolving faster than ever, most of the companies are still stuck at the stage of reacting, instead of changing their actions in pursuance to adapt. We think that it is enough to increase marketing budgets, give - where it is still possible - better bonuses, or in other words - we are using the same old methods because it always worked, so why change it? Over the last year, discussing this topic across various conferences, surprisingly, I realised that most of the proposed solutions were to keep going the same way, strongly VIKTORIJA ANTANAVICIUTE, MANAGING DIRECTOR, TONYBETAdapting the Product to Suit the Next Generation of PlayersH
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