My research analysed specifically Online Casino websites; WebQual was used to highlight how sites provide functional value for the business and its consumers in terms of quality and customer perception. The Amit and Zott model was used to discover how sites promote value creation within a chosen business Model. I concluded that with the right marketing, user base and innovative product range, online casino is a very interesting industry that can house the latest technologies and techniques in online business.

The swot analysis, Porters 5 Forces and Gaming-models highlighted that established brands that uses theoretical models to serve industry with genuine, innovative gaming experiences offline and online tend to be successful due to a strategic goal alignment. WebQual analysis showed that real time experiences are provided using technology platforms as the driving force. By further adaptation of products or new services subscription numbers can increase yielding higher usage to create more business value across its product range enhancing performance efficiencies to create value for the business.

I researched that SCRM does provide additional value insights across the components that make up a business model. With continuous analysis of Scrm activities sites can create more innovative products and services to suite identified usage trends.

 

The Amit and Zott analysis showed that the value creation model can be overlooked or not fully utilised or sustained as there can be genuine lack of e-community related activity and minimum games that promoted cross platform experiences. For example new n-gaming customers could be able to take wins and redeem them in-store. Or could join a Casino community and start to interact with other users that create opportunity to create business adverts that would lead to more activity across the network. This interaction would give strong statistics on where the activity lies and where to further invest innovation resources.

 

For the business, value creation lies in knowing what to anticipate for consumer use. Using methods like Scrm and manuservice provide trend analysis on user activity, sites can augment core technology platform services to satisfy identified to consumer demands through product salience.

For the consumer, value creation is motivation to use the product and services, such as e -community, where online tournaments could lead to in-store championships or m-commerce usage gives rewards for other sub-gaming sites like betting or scratch cards products. This demonstrates value creation for the user using data gathered by the information systems to increase organisational performance by enhancing interaction and service quality opportunities.

This study has discussed the components that a business would need to adopt to enhance value within its sites. Methods like, Scrm, Manuservices provide opportunity to know where not only knowledge gaps exist, but also where the business strengths are in terms of products and service usage. Allowing the business to promote growth and performance efficiencies to create value for the entire business model. IBM’s latest wizardry called Mixer Technology allows a very attractive method of consumer interaction with privacy at its heart promoting repeat sales due to ease of use and application. Within a sites current usage, growth and value creation techniques would allow the site to provide value across their m-business model.

With Online gaming becoming the preferred way to place bets on mobile, in store or live stadium betting and now along with technologies that make repeat transactions, authentication and privacy and security easier, for those that have an interest the Online Gaming Industry, clearly its going to be an exciting place for innovation.