IGT Turns To Gutsy Ninja To Validate Marketing Strategy

IGT is one of the world’s leading end-to-end gaming companies. IGT have very successfully developed a multi-faceted business specialising in gaming, lottery, interactive and social across a multi-channel mix ranging from retail to web and mobile. Their rapid growth has meant that IGT products are now available across 100 countries on six continents.


The online casino aspect at IGT and slots in particular, is an integral part of the company’s core offering. IGT have developed some of the best known slots including the likes of, Cleopatra, Pixies of the Forest and Da Vinci Diamonds.

With the surge in new suppliers over the years, IGT were keen to maintain and grow their prominence in the market. The marketing team at IGT knew that they needed to take a proactive approach to ensure their marketing strategy was customer centric.

They were already aware of the value of obtaining customer feedback having previously carried out quantitative research in the form of customer surveys. However, at this point they needed to get answers to broader questions than any survey could answer.


The team at IGT understood that their already impressive client base gave them the opportunity to accelerate their growth by finding out how their clients perceive their marketing propositions. Based on the findings IGT could then prioritise key features and tailor their 2017 marketing strategy accordingly.

IGT selected Gusty Ninja to implement User Research into their process and with the success achieved, IGT have been further inspired to carry out a series of in-depth studies.

The aim was for IGT to use the results from the research to validate their decisions and enhance their client relationships. IGT were also keen to get an evaluation of their current offering, understand how they rank amongst their competition and find areas for improvement.

“We used Gutsy Ninja to help us formulate our marketing strategy for the business and improve our existing customer relationships”.

Anna Makela, Head of Player Marketing International

The Gutsy Ninja team created a fully customised user research plan that would provide IGT with rich customer insights. The methodology used was a series of one to one in-depth interviews with IGT’s clients. This enabled the clients to provide detailed and candid feedback that was then rigorously analysed by Gutsy Ninja’s research team.

The clients’ views teamed with the expert analysis delivered by the Gutsy Ninja team have provided IGT with the valuable insights and evidence required to optimise their offering.


Based on the results achieved, user research within IGT has gained momentum with the team realising the benefits of carrying out frequent research studies.

The evidence-based results have armed IGT with added confidence to make changes and legitimise their decisions and tailor their roadmap based on operators’ feedback.

IGT were also able to get feedback as to how they rank amongst their competition and find ways to gain prominence.

The team at IGT now have a deeper understanding of their clients’ perceptions of them and have discovered the need for a more personalised approach with their clients which has resulted in improved relationships and increased client satisfaction.

“The data was extremely valuable and we have used it all the way up to the board level to shape our business decisions and have decided to continue working with Gutsy Ninja on continuous basis.”

Anna Makela, Head of Player Marketing International

IGT have seen the benefits achieved by validating their concepts through user research. By truly understanding the needs and expectations of their customers, IGT can provide their clients with meaningful offers and experiences and minimise the risks associated with providing propositions that don’t resonate well with their clients.

Kriti Nandwani

User Researcher / Gutsy Ninja


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