eGaming brand void

Sure it's partially my fault... but only minutely and not for lack of trying.

But, really, there are no "brands" in the UK online gaming space.

Plenty of "offline brands" that should be there: Will Hill, Laddy's, Paddy's... but they primarily provide a pure utilitarian delivery of a commodity product, differentiated maybe by odds or the odd promotion.

In part they are handcuffed by the limitations of their platforms--tough all largely being on the same one; really limits the player experience. And they DO attempt to differentiate in their marcomms: Paddy with their humour, Laddy's with their new laddish approach and WilHill with, well, hmmm. But at the end of the day, the one place they really COULD differentiate is with their customer contact, from email to sms to chat to phones.

I argue that web 1.0 was a broadcast media; we set up websites and people came to them. Web 2.0 was the enabling of people on the web to communicate 1:1 and for all us to (painfully often) witness that via social media.

Web 3.0 is on the one hand, the internet of things, but more interestingly, the 1:1 BACK to us as operators. It's Amy from the Amazon Kindle ad, for all of our players. No kidding.

A great brand treats individuals with care and respect and personally. That's not personalising the website to sell more stuff, that's addressing players concerns and issues in real time one to one.Get that right and feel free to reduce your marketing budget; the players will be off selling you to their friends themselves.