Customer-centricity set to become ever-more important in the years ahead, says Entain Malta MD

Karl Gonzi, Managing Director of Entain in Malta, believes customer-centricity – long a buzzword in the industry – is set to become ever-more important in the years ahead. The most successful businesses, he believes, will be those that can best respond and adapt to the changes their customers want and ask for, even if those changes are relatively disruptive.

He commented as part of a wider feature in the cover story of the Winter 2021/2022 edition of iGaming Capital magazine, which explore the current trends shaping the iGaming sector.

“Gaming companies have access to tech platforms and products that, in many ways, are similar to those offered by the biggest businesses on the planet. But, in recent years, the industry has not leveraged the full strength of these aspects,” Mr Gonzi says. “I think the winners will be those that use their platforms, their products and their data to respond to emerging trends and wants, and that find new ways to connect customers seamlessly across these different offerings.”

At the same time, he stresses that a company’s principles are becoming just as important to players. “The most successful businesses will be the ones that are the most sustainable. It’s useless for a business to leverage its product, data, tech, and platform, and provide a seamless customer-centric experience if it is not also acting with integrity, honesty, and in the best possible way for its customers,” Mr Gonzi says. “On the operators’ side, there is a responsibility to use the data we have access to, to ensure we are proactively protecting our customers. We have started to see movement in that respect, but there is still a lot of progress to be made.”

Comments presented above form part of the Cover Story  of the Winter 2021/2022 edition of iGaming Capital magazine, the sister publication to iGamingCapital.mt, on trends shaping the iGaming sector