Q&A: DataArt's head of iGaming solutions Igor Kozhurenko
Kozhurenko on how understanding smartwatches is key to success on the channel
A lot of operators were quick to release a sports betting application when the Apple Watch was launched, but very few did anything with slots. People are only beginning to look at slots now, particularly since the Watch 2.0 operating system was released. From a development perspective, the new OS makes it possible to make better quality animations for the Watch. Weâve built a classic nine element slot for the Watch and it works well and looks nice. There is a massive opportunity for the casino vertical on smartwatches.
Developers need to follow some key rules when designing apps for small screens, such as those found on smartwatches. They have to remember that space is extremely limited. But it is also important for developers and designers to think differently about the whole process. This is an absolutely new device, with a new user experience. You shouldnât try to replicate all the functions which exist on a mobile phone or a standard browser. You have to think about how to innovate in terms of the features and functionality on this device.
Smartwatch applications need to minimise user interactions. It is not easy to navigate very deeply on a smartwatch, but there are ways around this problem for operators. For example, for casino games it is possible to implement autoplay functionality, so a user can play 10 spins with a single tap and then check the results on the watch afterwards. This makes the user experience far less frustrating, and the user is in turn more likely to continue playing the game. The experience should play to the strengths of the watch.
Remember that smartwatches are among the most personal devices out there. We are beginning to do a lot of work with data analytics and this can be useful when communicating with users on a smaller screen, where it is important to personalise because you donât have the space for a lot of content. The better you can use data analytics, the better you can understand your customers and provide them with a customised personal experience. This is also important for marketing, which is an area operators can add a lot of value on a smartwatch.
Donât rule out the Apple Watch and other smartwatches becoming a major part of our lives. Although sales have been a little disappointing so far, it is important to look at the bigger picture. If you think back 10 years, there were still some people saying smartphones would never catch on and there was no demand for internet browsers on phones. Now we have a situation where, in the gambling industry, mobile accounts for the majority of many operatorsâ revenues. Today many are sceptical of the Apple Watch, but in one or two years the situation may well have changed. So for tech companies and operators, it is important to think about innovation on smartwatches now.