The Global Gaming Landscape
Featuring: Ari Mizrachi, the Senior Vice President and Head of North America Business at Tangam Systems
November 30, 2023
In the ever-evolving gaming world, understanding the global landscape is crucial for anyone involved in this dynamic industry. We recently had the opportunity to sit down with Ari Mizrachi, Senior Vice President and Head of North America Business at Tangam Systems, to delve into the intricacies and future of global gaming. With more than 15 years of experience, ranging from front-line roles to executive positions, Mizrachi offers invaluable insights into this vibrant sector.
Understanding the End User: A Dual Perspective
Mizrachi emphasizes the importance of considering both the front-line worker and the customer in the gaming industry. "I always believe that you should look through two sets of eyes, the front-line worker and the gambler, and if you could make those two experiences ideal, everything else works out," he asserts. This approach is not just about meeting expectations, but exceeding them, ensuring every aspect of the gaming experience is tailored to both the employee and customer experience given they are both most impacted by day-to-day operations. It's a holistic view that champions empathy and understanding, key drivers in creating a successful gaming environment.
Adapting to Global Nuances
The gaming industry's global nature demands an understanding of regional preferences and practices. Mizrachi's extensive travel has exposed him to a variety of gaming operations worldwide that have allowed him to learn and adapt to each region. "I’m fortunate to globetrot and see some of the biggest casinos, biggest operations in the world, see how they operate and bring that to all clients globally to apply to their specific slot and table game optimizations," he shares. This insight is crucial in an industry where consumer preferences can vary dramatically from region to region. For example, the popularity of blackjack in the U.S. contrasts with Europe's preference for roulette, highlighting the need for tailored strategies in different markets.
Language Barriers and Multilingual Solutions
Navigating language barriers is a significant challenge in the global gaming space. Mizrachi's approach at Tangam Systems involves creating multilingual software solutions. "We actually get really into the trenches with the end users where English is not a primary language or not spoken at all. So we have to build our software in multiple languages to accommodate all the end users," he explains. This strategy is about more than translation; it's about cultural adaptation and understanding. Additionally, Tangam Systems' method of training multilingual trainers for internal teams, exemplifies a proactive approach to ensuring effective communication and training across diverse linguistic landscapes.
The Future: Digital Gaming and Technology Advancements
Digital gaming is reshaping the industry's future. Mizrachi points out the stark contrast between online and traditional casino experiences. "I think today’s iGaming products are extremely different than the experiences that you get when you walk into a casino. I think what brick and mortar casinos have to really hold on to and what they were always really good at was the experience that a gambler gets when they walk through the doors," he observes. This divergence suggests a future in which blending digital innovation with the unique allure of physical casinos could create new gaming experiences. It's a space ripe for creativity and technological advancement, offering fresh avenues for engagement and growth.
Challenges and Opportunities in the Global Gaming Space
The global expansion of the gaming industry brings its own set of challenges, including diverse regulatory landscapes, cultural differences, and the rapid pace of technological change. Navigating these complexities requires a keen understanding of both local and international markets. For instance, regulatory variations from one country to another can significantly impact how games are developed and marketed. However, these challenges also present a host of opportunities for those willing to adapt and innovate. For example, Mizrachi's insights into tabletop and slot game optimizations in regions with fewer restrictions have been invaluable in crafting strategies for areas with tighter regulatory constraints. By analyzing and applying the successes of gaming operations in different parts of the world, Mizrachi and his team can drive success in regions where the gaming landscape might be more limited. This not only involves a deep understanding of the regulatory environment but also an appreciation of the cultural preferences that shape gaming habits in different markets.
The insights from Mizrachi shed light on the complex and fascinating world of global gaming. From understanding diverse user needs to navigating digital transformation, the industry is at a pivotal point. As it continues to evolve, those involved in gaming, whether directly or indirectly, can look forward to a future rich with opportunities for growth and innovation.
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