Digitain’s CCO Suren Khachatryan highlights the primacy of being different in today’s markets, and how the firm is evolving its own capacities for customisation and localisation as markets themselves continue to diverge.
iGAMING TIMES: 2018 saw significant expansion for Digitain, into a wide range of regions and cultures around the world. How do you ensure your product is both reliable and relevant to many different operators in so many different markets?
SUREN KHACHATRYAN: In short, we have a good team with various specialisms that are passionate about our technology of course. They are even more passionate about delivering a robust, scalable and customisable platform which not only matches the clients’ goals, and of which our team takes great satisfaction in working with our partners to grow their business. We get a lot of referral business and that’s in part due to this personal approach as a team that we take and our willingness to listen, adapt, and collaborate that has allowed our business to expand into other territories.
iGT: How important is it for operators to customise and differentiate their offering, and how does Digitain enable that?
SK: Localisation of the product is hugely important to any business. Operator brands wish to be in more control or have an inclusive approach with their platform partner in regards to the product road map and development cycle. With the advent in API provisioning, it has allowed more efficient work- flows, access to a modular and component based framework and the creation of and deliver of data and services and indeed micro services. Digitain’s approach has always been centred on good technology practises, of which API frameworks assist in delivery and addressing the needs of the customer.
iGT: Which technological or cultural trends will define the sports betting sector over the next 24 months?
SK: iGaming as we know is a very fast moving industry with a myriad of interdependencies, some of which are controllable and some not so. Overall technical compliance and responsible gambling policies and marketing to players shall continue to take centre stage across all regulated markets and indeed that trend may influence greyish markets as well in due course. Therefore from a technology or product perspective brands and platform providers will need to further shape responsible gaming functionality and that will become a key component of the engine room of the platform. This will result in further localisation and customisation as each regulated jurisdiction shall have particular local market requirements and necessitate the need for micro service applications to accommodate these changing dynamics of operational markets.
iGT: What is your focus in 2019 – either in terms of product development of business strategy?
SK: Our focus is to ensure we continue to offer a complete and customisable multi-channel service to the customer and take an inclusive approach both at the business level and technology level in order to exceed the clients’ goals. In regards to product, we are in the process of releasing various micro service applications throughout 2019 that shall allow for more streamlined workflows and productivity for our clients. Micro services will become a corner- stone of the product development strategy during the year, for example, we have launched DGBuilder, which allows our clients to buildout their own front-end UI’s quickly and facilitates the ability to A-B test different user journeys in order to optimise brand metrics such as customer experience and con- version funnels.
iGT: What’s your message to visitors at ICE this year?
SK: Our message is stop by our stand S2-350 and you can be ensured of a warm, friendly and professional welcome by our team of digital iGaming experts. They will be happy to discuss your business requirements and where Digitain’s array of multi-channel iGaming solutions can assist in delivering on those goals.
We have a strong pedigree and expertise within the Digitain team of 15+ years in both B2C operations and on the B2B technology platform development. It’s this combination of understanding the supply chain, the technology and the nuances and the operational environment of the B2C brands, that provides us with deeper insight than other providers. We can therefore relate, capture and advise the client about how to shape the technology to the individual operational markets.