[Music] [Music] [Laughter] [Music] [Music] good afternoon everyone how nice it's been to talk about the us market and acquisition strategies and everything and it's time to step in and talk a little bit about retention as well i think i think we need a little bit of that as well so i'm the ceo and co-founder of fast track for anyone who is new to fast track in this room we're a hyper growth company and working with hundreds of brands across the world and we deliver a crm platform and crm is the backbone of the igaming operation
at least a successful one and relevance right now is key and the ability to retain our players is what's going to make the difference between red and black numbers on the bottom line and the market is very very competitive and what happens in a very competitive market is that the prices to acquire customers goes up so that makes the relationship that we build with our customers even more important we have to deliver on that so today i want to tell you why we built fast track crm and where we are right now and with this
story i want to show you what the future of crm looks like and what it will take for you as operators to continue to be successful even in the future and i want to start right here i think this picture illustrates better than anything the main problem in eye gaming operations the amount of systems that we have to work with and it might be sometimes we don't see that looking into the organization but the operational teams are certainly getting it and the amount of systems that we have to work with is one of the main
blockers for innovation and when systems can't speak to one another you are going to have to rely on humans to do it for it and most of the time that comes from an operational perspective in the way of moving lists in between different systems and this is a huge blocker and it's very time consuming and i hate time consumers when you get to know me you will see that i'm very passionate about two things number one is organizational scalability and number two is digitalization and we have been working so the co-founders behind fast track we
worked more than 10 years on the operators side in the industry before we founded fast track and we experienced this first hand so trust me when i say that we were motivated in order to overcome this issue when we started fast track so fast track was founded on this basic principle that there was a better way to do things there was a better way to do the eye gaming operations um we wanted to digitalize the eye gaming industry which is still what we're trying to do but when you talk about digitization in the eye gaming
industry you have to understand that the igaming business is really complex it's unlike any other industry out there you have so much content tens of thousands of games and they're coming from hundreds of different content providers in game studios then you got advanced bonus loyalty gamification platforms you've got multiple product verticals and when you start looking into these different verticals you see that they are equally as complex within their own with their own environments you've got very demanding regulatory landscape and obviously it's a cash-rich industry so we are quite subject to fraud right so when
you package all of this together there is not really that many other industries in the world that would even come close to the amount of complexities you have to deal with on a day-to-day basis and we work in entertainment right so that makes crm very complicated so when we look at crm and we see that crm has pretty much i'm looking back now in the time fast track when we started fast track but even today crm is still very very basic and it's been very basic for a very long time in terms of how we
do it and i think that's part of the explanation there has been a lot of innovation in other parts of the businesses um but crm has been standing on a standstill for a very long time so this is when we decided to build a crm platform why not take that on we thought right super cool so we made three promises when we built fast track crm was obviously to ourselves but it was to to the market as well number one we wanted it to be flexible and it was just a session now about proprietary and
owning or buying or renting i mean there shouldn't be a blocker for you to actually take in advantage of a third party but you should have the flexibility we always believe that you should have a flexibility and we wanted to build fast track as it was as close as it possibly could be to an in-house internal platform as close as it possibly could be number two was to significantly reduce the amount of effort that came into running a crm strategy talking about that execution in our gaming operations and number three we wanted to make sure
that it was based on real-time data so that we could have the capabilities to do real-time data automation you would be surprised if you would see how many of the operators today is still relying on a 24 hour old data feed and bi reports in order to conduct basic crm that's pretty much the majority i would say right now of operators in the market so there is quite a lot of work that still today needs to happen in that space so the success recipe when we started building the platform it became first of all we
needed to focus specifically on on the igaming sector because there was no other industry that looked anything like this industry so we couldn't we couldn't possibly address multiple industries at the same time number two we wanted to base it and fast track actually become became the first platform in the market that was exclusively run by real-time data so that was the first thing that happened there then we wanted to make sure that all of the business systems that you use on a day-to-day basis so whether it was a bonus platform gamification cms they were all
connected to the crm platform which makes sense so that you could work from one central system and it was also a reinvention of the work process a lot of the gaming operators today they are working across multiple markets across multiple regulations with a multi-brand operation and we needed to make that simple so that was part of the package so that was the first version that we went to market with when we built foster crm that quite quickly took us on to the age of automation so scaling with automation was the next natural step in evolution
both of the platforms and for the partners we were working with and we had great automation capabilities working with real-time data and the structure of the platform but when you look at real-time automation it allows teams to be with the players every minute every second of the day and and even when you're not at office and pressing out campaigns and not only does it create that richer experience it also frees up time it makes it easier to measure performance of what we're doing from a crm perspective and yeah and evolve essentially as a crm strategy
so we supported our partners in launching some of the most comprehensive automation that has been seen to date and our partners relied on fast track for pretty much everything in terms of their crm so that was onboarding on-site engagement retention activities reactivation so it served as the backbone and with more advanced automation when you start rolling out automation you need to be able to manage it effectively right so anyone who has any experience in working or implementing automation in your business you will know that most of the problem that you see is that as soon
as you press the button and everything goes live no one has to touch it anymore because you might break everything so that was like one of the problems that we wanted to overcome with fastrack so that we had a solution that allowed teams to easily be able to manage and upgrade and work with that and that's when we built what is today called fast track life cycles so that was a natural evolution of the products so the focus up until this point was really about simplifying process and the right capabilities but what teams actually wanted
to focus on was obviously what they were hired to do was the creative process and understanding that customer needs so we are we are sort of working with that and and you cannot really do those two things you can't really focus on the customer needs if you're having issues to even execute your crm strategy i think at this point we the data capabilities and reporting capabilities of the platform were above par what was offered in the industry but if you're looking at our internal conversations very very very far away from where we want it to
be so everyone who has any experience working with data platforms i'm sure all of you have some experience working with data platforms um they are they're great up until a point right i mean you sign up you you promise the world and you sign a license but then when you start working with it you get some some of these dashboards they're beautiful you work with them but they're not very actionable most of the time you log into a separate platform it's not very actionable so you can't really do anything with the data that you're looking
at you can see the trends and you can analyze but the next thing is like as soon as another team is asking a question for some data that they want in it becomes really difficult to get it in there most of the time they're really slow that's another thing as well like the data tools that we're using today are really slow so obviously fasttrack decided to take that on so we're thinking like yep let's solve that because we need a solution to that and that's when we decided to build what we call today the fast
track data studio the data studio addresses all of those points in and is um to my to my knowledge today the fastest studio environment in in in the market today and it presents like huge amounts of flexibilities in terms of how teams and end users can build their own dashboards and build all of these things so that helped our partners to become data driven they could actually start using that data and create more actionable insights and learn about their customers and because of the automation capabilities they could take that extra step to to start growing
the customer model so what do you want to do with all of that time we're coming into the future the one-to-one experiences so every single operator that we're talking to right now every partner everyone is focused on the same thing we want to achieve one-to-one experiences we want to be as personal as we possibly can and we want to be relevant okay the relevance is key here this is what's going to drive their attention long-term is to be able to scale that so when we are building more advanced customer models using all of that actionable
data we want to build one-to-one experiences the problem is that one-to-one doesn't scale well in how crms are typically designed in the market today because design of the crm platform is that you target one group or customer with one offer so every time you want to increase your dimension of segmentation so say that you come up with a new cohort in your segmentation where you want to target with new offers you need to create new campaigns and new campaigns so essentially you end up with armies in order to get something done so that what we
actually needed was a platform that was able to prioritize right to do that work for you so that you could just load it up with all the campaigns that you need and then let the platform prioritize on its own sort out the distribution get get rid of that execution of barrier so that's why we built what we call today the singularity model and that's when we introduced the singularity model that marked the shift the biggest shift in the history of how crm has been conducted in the industry and the capabilities that it presents i mean
we've made it possible together with this new engine with the singularity model we can have libraries of hundreds of campaigns on one side and millions of players on the other side and with one single activity the platform will itself prioritize which offer is being sent out which time it's sent out how it's delivered and what it looks like when it arrives to the customer so that's a huge stepping stone so that takes us to where we are right now but also to the next the future of crm i think it was todd that was up
here and he was talking about ai driven he's right he's exactly what's going to happen we want to digitalize the eye gaming industry we are on a mission to deliver this first self learning engagement platform in the market we have our entire team working to achieve that goal the future of crm is going to be your ability to scale with self-learning one-to-one experiences we call this goal singularity we want to get to a point where the platform is able to go beyond what we can humanly comprehend in terms of the decision making that it's doing
that's the goal when we talk about self-learning that's what we need to do not anything not anything less than that so now i would like to show you a short video on what that looks like in our reality with fast track [Music] today this is amanda she works with us at fast track and she loves to play casino if we look at the way amanda plays we can easily tell what type of player she is amanda is seeking the thrill of a life-changing moment and has developed an appetite for jackpot games we can also see
that she has a strategy amanda picks her games carefully and goes for jackpots that are beyond their theoretical drop point in other words amanda cares about value and is motivated to play when she has an edge let's imagine for a second that amanda is our only customer knowing what she cares about what would we do to maximise her entertainment value and get her to spend more time with us we would probably send her updates about growing jackpots and let her know when new jackpot games are being released we could even create jackpot night campaigns specifically
for her on the evenings we know she usually plays the reality is though that none of us have just one amanda to look after next to amanda we also have players like dan sarah and stephen and hundreds of thousands or even millions of other players to care for all different from one another with their very own unique playstyles and behaviors we do the best we can to look after all of them but the vast amount of content the complexity of the regulatory landscape social responsibility bonus engines and the risk of players taking advantage of our
offers hold us back the problem is that crm platforms have a fundamental design flaw they are not designed to handle this level of complexity and are made to target one group of customers with one campaign at a time if we want to achieve one-to-one experiences we need a blank canvas a new design a one-to-one crm platform must be able to see what matters for each individual player and be able to match the right content to their specific preferences and we need a work process that takes all the complexity into consideration we want to build a
truly tailored experience for every user to be able to provide amanda with such an exceptional experience that she will feel that every piece of content has been produced exclusively for her welcome to the future of crm using breakthrough technology fast track is setting a new industry standard in how to conduct crm we have built the singularity model an engine that makes one-to-one experiences possible at scale it observes every action the player makes in real time using advanced machine learning and computations to establish a comprehensive player profile instead of transactional crm where you send one specific
campaign to one group of players a singularity model uses a library of pre-built content that is ready to go at any time we can be in control of what content is suitable for each individual player and the model is able to handpick the most optimal piece of content for those players at the right moments the singularity model is not only capable of handpicking the right content it is also able to determine the most optimal time to engage which channel to use and how a message will be communicated through media and text every single player will
have their own experience hand-picked specifically for them self-learning one-to-one experiences are the future of crm this will fundamentally change how we work how do we prepare ourselves for the future of crm what steps must we take to ensure our teams and organizations are ready to embrace self-learning one-to-one experiences over the past years of partnerships with the most innovative leaders in this space we have developed a pathway that will help you scale with success the first step is to free up time unlocking time to focus on innovation is the first and most important step in the
pathway working with fast track has been proven to make teams four times more effective fast track connects to all the platforms you use to engage your players this includes your bonus engine player account management system site and cms and all your different communication channels you can work from one platform and never need to upload a list again a real-time data feed ensures the data you act on is always 100 up to date periodic transfers do not cut it the fasttrack platform is easy to use and is packed with tons of smart functionality that removes complexity
and eliminates time-consuming tasks one central system real-time data and the right process will free up time and allow you to scale the second step is to scale with automation you will invest this extra time into creating the foundation of automated crm activity that will help you scale we will hold your hand every step of the way from planning to implementation and ensure you are successful in automating all aspects of your crm strategy automation can be complicated but we have made it easy with fast track lifecycles the most comprehensive automation suite in the market the third
step is to scale by finding bright spots you are now ready to take a science-led approach experimentation and analysis will be in focus we provide your team with the right tools and processes to scale with data-driven decisions the fast-track data studio is the most powerful analytics and data mining solution in the market all the data is real time and even the most comprehensive reports run lightning fast the fourth step is to scale with one-to-one experiences you are now departing from transactional crm altogether you will use the singularity model to scale with one-to-one experiences and rely
on the platform to pick the right offer time channel and content for each individual player every time distribution now becomes completely effortless and you have embarked on your journey towards self-learning crm with a single activity you can now have automated matchmaking between hundreds of campaigns and millions of players [Music] the fifth and final step is to scale with self-learning you are now at the pinnacle of crm your platforms are fully connected your data is in real time you rely on automation you make data-driven decisions you have a focus on ideation and data science you use
content banks to create one-to-one experiences and your growth is ai driven from here on we are shaping the future together we will bring you on board the singularity project we have a dedicated team of data scientists that will collaborate directly with you with a single focus to deliver the first self-learning engagement platform to deliver exceptional experiences we need to change the way we work thank you for watching and we look forward to showing you more in person i hope you enjoy that guys thank you very much for taking some time out speak to me today
ciao
