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Secrets of a world-class GMS

| By iGB Editorial Team
Colin Botha of Habanero on why a gaming management system must be flexible enough to adapt to the ever-changing realities of the industry.

While much attention is focused on branding and game design, the ability to access a strong gaming management system (GMS) is key for any successful operator.

What operators demand of a GMS has evolved in recent years, and a solution which gives them control over every aspect of their gaming business is now the minimum requirement.

The days when they would accept a commoditised gaming product, or accept long turnaround times for a simple request, have long passed. Differentiating the service offering by presenting a totally client-centric solution is now the top priority.

It is all well and good providing users with exclusive slots or branded gaming content, but in order to drive a personalised and customisable user experience the back office must also give operators complete control.

Focus on features

At Habanero, we have created a GMS we think ticks all the boxes. But what exactly is required?

Besides the fact that multi-jurisdictional operators will not look twice at a GMS which does not accommodate multiple languages, currencies, and products on a single multi-tenant installation, what more is there?

At the heart of the experience is a comprehensive game configuration module. It is no longer enough to set parameters by game alone. Operators need to have the freedom to configure and select by currency, player class, stake, jackpots, and a whole host of other variables.

With competition in the sector fiercer than ever, operators are demanding a complete view of their customers so they are better placed to extract value.

This means reporting has become more important than ever. While the standard analytical tools remain important, any GMS worth its salt must have one eye on the future of reporting, which means a focus on real-time, live-exception alerting and rapid drill-down, with graphical guidance each step of the way.

Next generation

The next generation of GMS no longer sits outside the business. With data driving every aspect of success, it needs to be able to effortlessly integrate with other departments such as support, billing and administration, to name a few.

Any GMS should support all current industry options, such as free spin bonuses. But, more importantly, it must also have the built-in automation which always adheres to terms and conditions of play. After all, bonuses are essentially a form of free-play, and operators must be comfortable in the automation and control of levels of such free-play.

At Habanero, we take that a stage further by offering a unique automated in-game bonus dialogue. This is direct to the player on the game interface itself, keeping them engaged and removing the need to leave the gaming environment to check status.

Then there is the issue of channels. Clear and accessible reporting on the use of desktop, tablet, and phone is simply a given.

Should operators require a terminal solution, there should also be a back-office, point-of-sale game terminal solution for omni-channel tracking.

Ease of use

A GMS should not be a chore to use. It must be easy, quick, functional, and accurate. Operators spend a lot of time, effort and money ensuring an optimal user experience for their customers, so suppliers should do the same for them.

This often means taking a few simple steps to smooth the user journey. For instance, at Habanero, we have ensured a single log-in regardless of languages and currencies. This saves time and frustration.

Instead of presenting our customers with a screen full of impenetrable numbers, we also offer graphical insights, which empower them to take swift and decisive actions.

Ready for the future

It is tough to predict the future of gaming, but what we can do is create a flexible back office ready for whatever the future might bring.

This means adhering to a few basic principles when building your tech infrastructure, like ensuring an absolute focus on servicing the needs of both operators and players.

It is also about a commitment to accurate and relevant data and the requirement to gain a deeper understanding of players and their habits.

Combined with the responsiveness and functionality we have come to expect, a GMS needn’t be just a behind-the-scenes framework – it should be driving your entire business.

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