Marcel Tobler: Transforming Challenges into Opportunities in iGaming

Marcel Tobler's journey in the world of gambling spans a remarkable 25 years, from collaborating with forensic accountants at PwC in Las Vegas to serving on the board of directors of the Gamanza Group. Throughout his tenure with the Grand Casino Baden group in Switzerland, Tobler has built a sterling reputation for his wealth of experience, forward-thinking vision, and unwavering reliability.

Now, as the CEO of Swiss Casinos in his homeland of Switzerland, Tobler has adeptly navigated one of the world's most tightly regulated gambling landscapes. He has mastered the art of leveraging regulatory constraints to the advantage of the company.

With an MBA from the prestigious University of Chicago, Tobler advocates for viewing limitations as opportunities. He firmly believes that a company's ability to adapt and thrive within regulatory frameworks is key to success.

An interview with Tobler delves into a captivating discussion covering a wide array of topics, from the advantages of omnichannel approaches to the intricacies of regulation. He shares insights on combating the illegal grey market, enhancing customer loyalty, and strategies for navigating the dynamic landscape of the Swiss gambling market.

In an exclusive interview with IGB, Tobler offers a glimpse into his strategies as he gears up for the iGX conference in Geneva next month. The conference will address the unique challenges of the Swiss gambling market and explore innovative ways to transform regulatory hurdles into lucrative business opportunities.

— Why is attending IGX in Geneva important to you amidst the multitude of industry events? And what outcomes are you hoping to achieve from the event?

— There's a whirlwind of activity in our industry right now—it's quite overwhelming! However, two key aspects make IGX in Geneva particularly significant. Firstly, the conference being held in Switzerland holds personal significance for me. It's a pleasure to see an iGaming event hosted in my home country. As industry leaders, it's imperative for us to be part of such pivotal gatherings. Secondly, and perhaps more importantly, is the event's content focus. Unlike typical conferences solely centred on iGaming, IGX delves into the intricacies of the customer journey within our industry. This emphasis on customer-centricity is crucial as it ensures the event's relevance to our colleagues.

Traditionally, when attending conferences, we tend to pick sessions that align with our specific interests. However, IGX offers a more targeted approach, which is invaluable. Instead of scattering our focus across numerous presentations, the event's structure allows for deep immersion. Colleagues have the opportunity to engage fully over two comprehensive days tailored to their roles. This level of focus is both refreshing and immensely beneficial. I'm hopeful that future events will follow suit, prioritising specific iGaming themes. 

— At iGX, you'll be leading the opening session and introducing all the speakers. What topics will you cover, and what will be the key points in your speech?

— Our discussion will revolve around the exclusive service of customers, the differentiation from other operators, and the attraction of new segments of gamers. While our focus has primarily been on the digital tools to achieve these objectives, preliminary discussions have revealed that it's not solely about technology. Indeed, technology is readily available and can facilitate various objectives. 

However, what's crucial is for operators to have a clear vision of their goals and the retention targets from their site visitors. It's not merely about acquiring the best technology, implementing it, and expecting immediate success. It's about vision. 

And that's just the beginning. Subsequently, it's essential to assess outcomes. Inevitably, there will be both right and wrong decisions (I often mention that 50% of decisions are incorrect). The key lies in identifying and learning from the wrong decisions. Crafting an algorithm for exceptional customer service is an ongoing process that requires continuous optimization and testing. 

To yield meaningful results, data analysis is paramount in understanding customer behavior. The creation of an outstanding customer experience amalgamates various processes—it's more than just technology; it encompasses a multitude of factors. While technology plays a pivotal role, it also poses challenges: systems may quickly become outdated, and integrating the latest technology into existing tech stacks isn't always straightforward.

— Switzerland is renowned for its stringent IGA regulatory framework. How does regulation impact your ability to engage with audiences and attract players? Was this seen as a limitation and hurdle, or did it spur you to seek more innovative solutions? 

— I believe that in a highly regulated industry, a company should be able to leverage constraints to its advantage.” Undoubtedly, the elevated level of regulation imposes constraints. For instance, upon launching the first online casino in July 2019, we commenced with a mere 50 online games—solely those sanctioned by the regulator. Naturally, this presents limitations, yet as a company, it's imperative to transform every challenge into an opportunity. There exist numerous realms where stringent regulation can prove advantageous. 

With an intimate understanding of these regulations and how they are perceived by the regulator, we're empowered to make decisions that larger entities might deem unfeasible in heavily regulated markets due to exorbitant opportunity costs. I firmly believe that stringent regulations always foster innovation, with these innovations subsequently applicable in other markets beyond Switzerland.

— What does the future hold for the Swiss IGA market? What do you think will be the key factor in the development of this market?

— The paramount concern in every heavily regulated market revolves around combating illegal “gray” and “black” markets. Collaborating with the regulator, we must diligently enforce compliance with regulations across all companies operating in Switzerland. By ensuring adherence to the rules, local operators can flourish and expand. It's imperative to devise effective strategies to curb the proliferation of the illicit market. 

Additionally, we face the challenge of stringent regulations regarding responsible gaming. These requirements often result in operators having to block thousands of players annually. Notably, not all these players encounter issues; at times, a player may fail to furnish necessary information, leading to their banishment. Consequently, such players may gravitate towards the illicit market, where little or no measures are taken to safeguard them. This poses a dual challenge for us as operators and as a society, necessitating collaborative efforts with the Swiss regulator. 

Furthermore, as operators, we must ensure that we offer the right product. For instance, we have introduced crash games for nearly a year and a half, yet numerous other areas require meticulous management in adherence to regulations to deliver the optimum product to players. As a land-based and online operator, our primary objective is to cultivate an exceptional omnichannel experience. 

We believe that online casinos serve as a gateway for new players to acquaint themselves with the game before venturing into physical casinos. However, we also recognize that once online gamers experience the allure of brick-and-mortar casinos, they develop loyalty not only to land-based establishments but also to online platforms. Hence, our focus lies in ensuring gamers enjoy the finest omnichannel experience, enticing them to play online and subsequently enticing them to visit physical casinos for a more immersive, real-world encounter. This encapsulates our strategy for attraction and retention.