In the highly competitive world of online gambling, how do you give customers what they want and need, and do it better than the competition? That was the topic of a World Gaming Executive Summit (WGES) panel hosted by our lead reporter, Becky Liggero Fontana, as she asked how an operator can gain an edge.

A big part of it is meeting the player’s expectations, based on what led them to the landing page. “You want them to, once they hit your site, to get the same feeling they got when they were introduced to the trigger to come into you,” said Gil Rotem, Former Group Director of Gaming Strategy for Bet365. “So if you’re making it fun and funny and bubbly, then you want to hit a page that is like that.”

Consistency of experience matters a lot to that, he added. If you’re site emphasizes bonuses, then you need to do more than just offer a big welcome bonus. If the focus is on games, then those games, the best games should be prominent.

But many sites share the same offering of games. How can that be an edge at all? “The idea how to, with your own proprietary algorithms and your own proprietary analysis, how would you serve the right content to the right players at the right time,” he said. “You don’t want the players to look for it.”