MrQ CEO: Shared experience could be next major innovation over AI

MrQ CEO Savvas Fellas has suggested social and shared experiences could be the key innovation for the sector, as opposed to the growing appetite for, and engagement with, artificial intelligence (AI).

Speaking at SBC Lisbon this week, Fellas chose to focus on the possibilities derived from shared gaming experiences as he noted his company may well put some distance between itself and AI.

AI has risen to the fore in the gambling sector, much like various other tech industries, with companies electing to use the technology to drive personalisation, streamline operations and delve into data.

However, Fellas claimed that the next core innovation for the industry could lie in shared and social experiences.

The CEO cited BeyondPlay, the Karolina Pelc-founded business that was ultimately acquired by FanDuel earlier this year as part of the US operator’s plans to make greater gains in online casino.

BeyondPlay’s social gaming product allows for multiple players to engage in the same online casino session.

In addition, several operators and suppliers have tapped streamers to deliver a community in which customers will watch along as social media figures play online slots.

Fellas noted that while he thought shared play is the pertinent opportunity, the average customer may not immediately recognise the next innovation available to them.

“AI seems to be a really big one but there’s not enough around shared experiences [and] the social element of it,” he said.

“There’s been a few innovative things. I think BeyondPlay did a really good job there.

“The challenge with players is to give them what they want, which is sustainable entertainment for the most part, but also to try and push the boundaries to give them things they don’t even know would enhance the experience.”

He continued: “There’s a real balance between listening to players and actually going above and beyond what player. Infinite personalisation – they’re not going to ask for that. But I think the pursuit of that is important.

“It’s the age-old question. What would people [say] when they [used] horses? If you ask them what they want, [the answer is] faster horses. They wouldn’t have thought about cars.”

Fellas went on to suggest AI would not be at the forefront of MrQ’s roadmap immediately as he also called on a combined effort from operators and the Gambling Commission to tackle the black market.

He said: “I’m starting to feel that AI is a little bit like [the Warren Buffett saying] ‘Be fearful when others are greedy and greedy when others are fearful’, [we] might stay away for a little bit longer. We have to remember that we are selling entertainment. 

“Whether you like it or not, Pandora’s box is open. The black market is a genuine threat. We have to work with the regulator to not allow the illegal market to become a bigger threat or challenge than it is. 

“Outside of that, remember we are selling entertainment and try and create unique, shared experiences around entertainment.”