Scientific Games' research and development team has long been one of the industry's most prolific, but in 2017 it went one step further by inviting consumers into the research and development process.
ONEVoice is the supplier's market research online community. It asks users for their feedback on a wide range of gaming topics and then feeds back to them how their ideas helped shape the creative process.
The online platform supports a community of over 2,000 consumers, who are engaged using surveys, member discussions and moderator-led discussions.
Furthermore, the Scientific Games marketing team is also hoping to get a better understanding of non-players. By interacting directly with non-players, the company can learn what new products might be developed to appeal to their interest.
It is not exactly rocket science but in opening up the creative process to its customers and beyond, Scientific Games has done something that that is quietly revolutionary.
GIA 2018 Winners:
Sports betting operator of the year - Sky Betting & Gaming
Poker operator of the year - PokerStars
Bingo operator of the year - Stride Gaming
Casino operator of the year - PokerStars Casino
Social casino operator of the year - Aristocrat Leisure
Lottery operator of the year - La Française des Jeux
One to watch – operator award - VideoSlots
Operator innovation award - The Stars Group - Stars Rewards
eSports operator of the year - Pinnacle
Marketing campaign of the year - LeoVegas - Hitta.se
Social casino supplier of the year - Scientific Games
Sports betting supplier of the year - SBTech
Poker supplier of the year - Playtech
Bingo supplier of the year - Playtech
Marketing solutions provider of the year - Beehive
Casino supplier of the year - NetEnt
Game of the year - Playtech - Age of the Gods
Lottery supplier of the year - Scientific Games
One to watch – supplier award - Red Tiger Gaming
eSports supplier of the year - Betgenius
Responsible gambling operator of the year - NO ONE