Challenge

Engaging players in an increasingly competitive market that is also coping with digital transformation poses challenges that require decision-making built around the clarity of data and insights. This is especially the case given the changing economic, social and retail pressures facing British consumers.

Influencing thinking across the Camelot business to understand the changing needs and demands of players is therefore key. This influence has to be across all functions and all levels to ensure a deep understanding of the player of today and tomorrow.

Results

Jane MacGillivray, Head of Player Strategy & Innovation, said: “Player Voice fulfils a vital role in driving customer-led thinking across our business. Every month we gather a wealth of information from and about our players. However, the true value of this insight comes from making sure our colleagues across the business are able to access, understand and use it. Player Voice is an important platform that allows us to fulfil that objective and its impact has been profound.”