Where's the growth opportunity in gaming events?

Clarion

Gaming

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Background

Clarion Gaming operates within the Gaming industry, specifically through its ICE and IGB Gaming businesses. Although these businesses had been experiencing steady year-on-year growth, the impact of COVID-19 was significant, necessitating a shift in strategy to build resilience and uncover new growth opportunities. The key stakeholders in this initiative included the Managing Director, Group CEO, and COO.

Problem

The onset of the COVID-19 pandemic disrupted the steady growth trajectory of Clarion Gaming’s ICE and IGB businesses. The company needed to not only recover from the immediate impacts but also to develop a robust strategy that would enable sustained growth and resilience in the face of future challenges. The existing structure and strategies were insufficient to meet these new demands, and there was an urgent need to redefine the company’s approach.

Solution

To tackle this challenge, Clarion Gaming employed a multifaceted, insight-driven strategy that focused on three key areas: the voice of the product, the voice of the customer, and the voice of the business.

Key innovations and insights included:

Vision and Strategy Development: The business needed to articulate a clear vision and strategy, accompanied by measurable KPIs to guide the company towards its goals.
Unified Value Proposition: The company recognised the need to define a value proposition that would encompass the entire Clarion Gaming brand, rather than focusing solely on individual events like ICE or IGB.
Team Restructuring: To effectively execute the new vision, the organisational structure needed to be realigned, ensuring that the right teams were in place to drive the strategy forward.
Project Prioritisation: Existing and future projects were prioritised based on their alignment with the new strategic vision, ensuring resources were allocated to initiatives with the highest potential impact.
Cultural Reset: A significant shift was required in the company culture to embed customer insight and success into every aspect of the business. This included a stronger emphasis on understanding customer needs and using these insights to inform decision-making across the organisation.

Results

The comprehensive approach led to several key outcomes for Clarion Gaming:

Updated Value Proposition: A redefined value proposition positioned Clarion Gaming at the heart of the “Gaming Neighbourhood,” reinforcing its central role in the industry.
Strategic Growth Pillars: Five strategic growth pillars were established under the themes of ‘Regulation,’ ‘Partnership,’ ‘Innovation,’ ‘Perception,’ and ‘People.’ These pillars provided a clear framework for the company’s future direction.
Supporting KPIs: A set of supporting KPIs was developed to track progress and ensure that the company remained on course to achieve its strategic goals.
Action Plan: A detailed action plan was created to implement the strategy, ensuring that all teams were aligned and moving towards the same objectives.

Business Impact:

The new strategy and structure enabled Clarion Gaming to resume its growth trajectory, even amidst the ongoing challenges of the post-COVID landscape.
The introduction of the five strategic pillars provided clarity and focus, which translated into measurable improvements across key business metrics.

Unexpected Benefits and Learnings:

Through this process, the company identified untapped areas of value and growth, particularly in the areas of innovation and internal collaboration. This insight led to the creation of an internal innovation accelerator, fostering a culture of continuous improvement and cross-functional innovation.

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