{"id":2958,"date":"2022-04-27T05:56:51","date_gmt":"2022-04-27T03:56:51","guid":{"rendered":"https:\/\/winsider.sk\/?p=2958"},"modified":"2022-04-27T05:56:53","modified_gmt":"2022-04-27T03:56:53","slug":"liderky-vplyvne-manazerske-pozicie-v-hernom-priemysle-nepatria-len-muzom","status":"publish","type":"post","link":"https:\/\/winsider.sk\/index.php\/2022\/04\/27\/liderky-vplyvne-manazerske-pozicie-v-hernom-priemysle-nepatria-len-muzom\/","title":{"rendered":"L\u00edderky. Vplyvn\u00e9 mana\u017e\u00e9rske poz\u00edcie v hernom priemysle nepatria len mu\u017eom"},"content":{"rendered":"\n<p class=\"has-drop-cap dropcapp\"><strong>Gener\u00e1lna riadite\u013eka spolo\u010dnosti FanDuel Amy Howe a \u0161\u00e9fka spolo\u010dnosti Entain Jette Nygaard-Andersenov\u00e1 doslova don\u00fatili odvetvie hazardn\u00fdch hier zmeni\u0165 niektor\u00e9 k\u013e\u00fa\u010dov\u00e9 a&nbsp;dlhodobo uplat\u0148ovan\u00e9 postoje. Tieto dve \u017eeny s\u00fa vplyvn\u00fdmi mana\u017e\u00e9rkami, navy\u0161e vo svete, v ktorom tradi\u010dne dominuj\u00fa mu\u017ei. <\/strong><\/p>\n\n\n\n<p>Obe d\u00e1my vyzvali odvetvie hazardu na prehodnotenie objemu vynakladan\u00fdch pe\u0148a\u017en\u00fdch prostriedkov na akviz\u00edciu z\u00e1kazn\u00edkov. Tieto dve l\u00edderky z\u00e1rove\u0148 p\u00f4sobia ako \u00faspe\u0161n\u00e9 vzory pre \u017eeny vo svete hazardn\u00fdch hier.<\/p>\n\n\n\n<p><strong>Amy Howe vie, ako zauja\u0165 titulky.<\/strong><\/p>\n\n\n\n<p>Kr\u00e1tko po tom, ako sa stala gener\u00e1lnou riadite\u013ekou giganta v oblasti fantasy \u0161portov a st\u00e1vok FanDuel Group, sa Howeov\u00e1 postarala o rozruch, ke\u010f zd\u00f4raznila, \u017ee ju zauj\u00edma aj to, ako toto odvetvie m\u00ed\u0148a peniaze na akviz\u00edciu z\u00e1kazn\u00edkov.<\/p>\n\n\n\n<p>&#8222;<em>Ak sa pozriete na to, ako sme rozmiest\u0148ovali dol\u00e1re v n\u00e1kladoch na z\u00edskanie z\u00e1kazn\u00edka v pomere k hodnote z\u00e1kazn\u00edka, sme samotnou akviz\u00edciou ako keby posadnut\u00ed<\/em>,&#8220; povedala Howeov\u00e1 v rozhovore pre CNBC po tom, ako \u0161t\u00e1t New York v janu\u00e1ri spustil mobiln\u00e9 \u0161portov\u00e9 st\u00e1vkovanie. &#8222;<em>Chceme sa uisti\u0165, \u017ee oslovujeme \u010do naj\u0161ir\u0161ie a spr\u00e1vne publikum, ale rob\u00edme to z\u00e1rove\u0148 fi\u0161k\u00e1lne zodpovedn\u00fdm sp\u00f4sobom.<\/em>&#8222;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Sports betting expected to hit record-highs over Super Bowl weekend\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/lfGFpDVQkmI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Jette Nygaard-Andersenov\u00e1, gener\u00e1lna riadite\u013eka glob\u00e1lnej hernej spolo\u010dnosti Entain, tie\u017e otvorene hovor\u00ed o tom, pre\u010do pova\u017euje za neudr\u017eate\u013en\u00e9 v\u00fddavky na reklamu, marketing a propag\u00e1ciu v americkom odvetv\u00ed online hazardn\u00fdch hier.<\/p>\n\n\n\n<p>Nygaardov\u00e1-Andersenov\u00e1 a Howeov\u00e1, \u017eeny, ktor\u00e9 sa stali v\u00fdkonn\u00fdmi riadite\u013ekami v oblasti hazardn\u00fdch hier minul\u00fd rok, otriasaj\u00fa rozv\u00edjaj\u00facim sa odvetv\u00edm st\u00e1vkov\u00fdch kancel\u00e1ri\u00ed a online hazardu, v ktorom tradi\u010dne dominuj\u00fa mu\u017ei. Obe vidia d\u00f4le\u017eitos\u0165 svojich \u00faloh v \u0161ir\u0161om kontexte, z obchodn\u00e9ho a kult\u00farneho h\u013eadiska.<\/p>\n\n\n\n<p>&#8222;<em>Neprem\u00fd\u0161\u013eam o sebe ako o \u017eenskej gener\u00e1lnej riadite\u013eke<\/em>,&#8220; povedala Nygaard-Andersenov\u00e1 a potom pokr\u010dila plecami a dodala: &#8222;<em>Ukazujem sa, preto\u017ee som l\u00edderkou v tomto odvetv\u00ed. M\u00e1m amb\u00edcie zmeni\u0165 toto odvetvie, jednak to, \u010do rob\u00edme po produktovej str\u00e1nke, ale ur\u010dite aj to, ako prem\u00fd\u0161\u013eame o tomto odvetv\u00ed z h\u013eadiska rozmanitosti a inkl\u00fazie<\/em>.&#8220;<\/p>\n\n\n\n<p>Ona a Howe tie\u017e n\u00fatia priemysel, aby sa zamyslel nad t\u00fdm, ako m\u00ed\u0148a peniaze. Obavy gener\u00e1lnych riadite\u013eov t\u00fdkaj\u00face sa n\u00e1kladov maj\u00fa svoju v\u00e1hu a pre investorov predstavuj\u00fa nepr\u00edjemn\u00fa obavu: Ko\u013eko je pr\u00edli\u0161 ve\u013ea na to, aby sme z\u00edskali z\u00e1kazn\u00edkov v oblasti hazardu?<\/p>\n\n\n\n<p>Spolo\u010dnosti zaoberaj\u00face sa \u0161portov\u00fdm st\u00e1vkovan\u00edm \u010dasto pon\u00fakaj\u00fa z\u00e1kazn\u00edkom ve\u013ekorys\u00e9 akcie, ako s\u00fa napr\u00edklad vstupn\u00e9 bonusy alebo prv\u00e9 st\u00e1vky bez rizika, aby sa pok\u00fasili z\u00edska\u0165 si z\u00e1kazn\u00edkov. Tieto akcie v\u0161ak zni\u017euj\u00fa zisky. V niektor\u00fdch \u0161t\u00e1toch, napr\u00edklad v New Yorku, spolo\u010dnosti platia dane z t\u00fdchto akci\u00ed ako z pr\u00edjmov z hazardn\u00fdch hier, namiesto toho, aby si ich mohli odpo\u010d\u00edta\u0165 ako marketingov\u00e9 v\u00fddavky.<\/p>\n\n\n\n<p>Gener\u00e1lny riadite\u013e spolo\u010dnosti Caesars Tom Reeg spustil v auguste 2021 aplik\u00e1ciu Caesars Sportsbook s marketingov\u00fdm rozpo\u010dtom v hodnote miliardy dol\u00e1rov, ktor\u00fd vzbudil pozornos\u0165. Potom v\u0161ak okam\u017eite podrobne op\u00edsal pl\u00e1ny na n\u00e1vratnos\u0165 tejto invest\u00edcie do roku 2023, \u010do je be\u017en\u00fd cie\u013e ziskovosti medzi platformami pre \u0161portov\u00e9 hry v USA.<\/p>\n\n\n\n<p>Nygaard-Andersen presadzovala r\u00f4zne sp\u00f4soby z\u00edskavania z\u00e1kazn\u00edkov. Poukazuje na strat\u00e9giu, ktor\u00e1 vyu\u017e\u00edva p\u00f4vab rekrea\u010dn\u00fdch aspektov hernej z\u00e1bavy vr\u00e1tane hier zadarmo. V ned\u00e1vnom rozhovore pre CNBC Nygaard-Andersenov\u00e1 uviedla, \u017ee sa jej to vypl\u00e1ca: Okrem dvojcifern\u00e9ho n\u00e1rastu v roku 2020 spolo\u010dnos\u0165 Entain vlani zv\u00fd\u0161ila svoju glob\u00e1lnu datab\u00e1zu z\u00e1kazn\u00edkov o 25 %.<\/p>\n\n\n\n<p>&#8222;<em>To n\u00e1s skuto\u010dne stavia do jednej l\u00ednie s \u010fal\u0161\u00edmi spolo\u010dnos\u0165ami, ktor\u00e9 s\u00fa disruptormi zameran\u00fdmi na vysok\u00fd rast z\u00e1kazn\u00edkov, ako s\u00fa Netflix a Google<\/em>, &#8220; povedala. &#8222;<em>A rovnako ako oni vyu\u017e\u00edvame na\u0161e technol\u00f3gie na to, aby sme neust\u00e1le prem\u00fd\u0161\u013eali o tom, ako by sme mohli, povedzme, rozv\u00edja\u0165 na\u0161u ponuku, ako m\u00f4\u017eeme inovova\u0165 v mene z\u00e1kazn\u00edkov.<\/em>&#8222;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Entain hopes for a share of U.S. sports gambling market\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/pQk5qNMNCQ4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Spolo\u010dnos\u0165 BetMGM, ktor\u00fa spoluvlastnia spolo\u010dnosti Entain a MGM Resorts, sa pod\u013ea MGM Resorts umiestnila na prvom mieste v podiele na trhu internetov\u00fdch hier a hier v kas\u00edne a v \u0161t\u00e1toch, kde p\u00f4sob\u00ed, a s\u00faper\u00ed o druh\u00e9 miesto v oblasti \u0161portov\u00fdch st\u00e1vok.<\/p>\n\n\n\n<p><strong>Nov\u00e9 pr\u00edle\u017eitosti<\/strong><\/p>\n\n\n\n<p>Spolo\u010dnos\u0165 Entain pred ned\u00e1vnom ozn\u00e1mila, \u017ee investuje 100 mili\u00f3nov GBP do inova\u010dn\u00e9ho laborat\u00f3ria nazvan\u00e9ho Ennovate, ktor\u00e9 m\u00e1 podporova\u0165 \u0161pi\u010dkov\u00e9 technol\u00f3gie zo v\u0161etk\u00fdch k\u00fatov sveta a spolupracova\u0165 s neziskov\u00fdmi organiz\u00e1ciami s cie\u013eom uplatni\u0165 tieto inov\u00e1cie v prospech \u017eivotn\u00e9ho prostredia alebo spolo\u010dnosti.<\/p>\n\n\n\n<p>Vzh\u013eadom na zameranie sa na vyu\u017e\u00edvanie technol\u00f3gi\u00ed na z\u00e1bavu a dokonca in\u0161pir\u00e1ciu z\u00e1kazn\u00edkov je pod\u013ea Nygaarda-Andersenovej obzvl\u00e1\u0161\u0165 d\u00f4le\u017eit\u00e9, aby samotn\u00e9 technol\u00f3gie boli bez predsudkov k umelej inteligencii, ktor\u00e1 platformy poh\u00e1\u0148a. &#8222;<em>Ide o skupiny s nedostato\u010dn\u00fdmi slu\u017ebami. Ur\u010dite ide o \u017eeny a o mlad\u00e9 diev\u010dat\u00e1.<\/em>&#8222;<\/p>\n\n\n\n<p>Nygaard-Andersenov\u00e1 sa nadchla, ke\u010f hovorila o invest\u00edcii spolo\u010dnosti Entain do organiz\u00e1cie Girls Who Code, ktor\u00e1 sa venuje odstra\u0148ovaniu rodov\u00fdch rozdielov v technol\u00f3gi\u00e1ch. &#8222;<em>Ak sa n\u00e1m podar\u00ed nadchn\u00fa\u0165 viac diev\u010dat pre technol\u00f3gie, tak za\u010dnete u\u017e od \u00fatleho veku. A vo chv\u00edli, ke\u010f to diev\u010dat\u00e1 vedia, m\u00f4\u017eu by\u0165 superhviezdami,<\/em>&#8220; povedala.<\/p>\n\n\n\n<p>Howe zdie\u013ea v\u00e1\u0161e\u0148 Nygaardovej-Andersenovej pre roz\u0161irovanie pr\u00edle\u017eitost\u00ed. Povedala, \u017ee je nad\u0161en\u00e1 z toho, \u017ee matersk\u00e1 spolo\u010dnos\u0165 FanDuel, Flutter, si verejne stanovila agres\u00edvny cie\u013e, aby do roku 2026 bolo 40 % ved\u00facich poz\u00edci\u00ed v spolo\u010dnosti obsaden\u00fdch \u017eenami.<\/p>\n\n\n\n<p>&#8222;<em>P\u00e4\u0165desiat percent \u0161portov\u00fdch fan\u00fa\u0161ikov tvoria \u017eeny, v\u0161ak? Ale len 15%, mo\u017eno 20% popul\u00e1cie, ktor\u00e1 sa venuje \u0161portov\u00fdm st\u00e1vkam<\/em>,&#8220; povedala Howe. Pod\u013ea nej je prioritou podporova\u0165 \u0161portovkyne, propagova\u0165 \u017eensk\u00e9 \u0161porty a &#8222;<em>cieli\u0165 na \u017eensk\u00e9 z\u00e1kazn\u00ed\u010dky naozaj autentick\u00fdm sp\u00f4sobom<\/em>&#8222;.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"FanDuel CEO Amy Howe: &#039;There&#039;s a huge opportunity&#039; for more women sports bettors\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/Vma8ZkjpjZU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Howeov\u00e1 sa tie\u017e denne venuje povzbudzovaniu, mentorstvu a nadv\u00e4zovaniu kontaktov s in\u00fdmi \u017eenami. Na ned\u00e1vnej konferencii MIT Sloan Sports Analytics Conference sa mnoh\u00e9 \u017eeny pochv\u00e1lili t\u00fdm, \u017ee ich Howeov\u00e1 zamestnala, pov\u00fd\u0161ila alebo im sprostredkovala pr\u00e1cu na vysokej \u00farovni v oblasti \u0161portu. &#8222;<em>Nie je mojou \u0161\u00e9fkou, nie som jej podriaden<\/em>\u00e1,&#8220; povedala pre CNBC jedna zo zamestnank\u00fd\u0148 spolo\u010dnosti FanDuel. &#8222;<em>Ale ona je \u0160\u00c9FKA a pre m\u0148a je ako boh.<\/em>&#8222;<\/p>\n\n\n\n<p>Howeov\u00e1 uviedla, \u017ee je odhodlan\u00e1 uplat\u0148ova\u0165 strat\u00e9giu inkl\u00fazie, ktor\u00e1 pod\u013ea nej pom\u00f4\u017ee posilni\u0165 spolo\u010dnos\u0165 na \u010fal\u0161ie roky.<\/p>\n\n\n\n<p>&#8222;<em>Viem, \u017ee som v poz\u00edcii, v ktorej m\u00f4\u017eem nie\u010do vr\u00e1ti\u0165, a to je nie\u010do, \u010do ma poh\u00e1\u0148a k tomu, aby som bola lep\u0161\u00edm l\u00eddrom<\/em>,&#8220; povedala. &#8222;<em>A naozaj ver\u00edm, \u017ee to \u010dasom prispeje k \u00faspechu na\u0161ej spolo\u010dnosti, n\u00e1\u0161ho odvetvia<\/em>.&#8220;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gener\u00e1lna riadite\u013eka spolo\u010dnosti FanDuel Amy Howe a \u0161\u00e9fka spolo\u010dnosti Entain Jette Nygaard-Andersenov\u00e1 doslova don\u00fatili odvetvie hazardn\u00fdch hier zmeni\u0165 niektor\u00e9 k\u013e\u00fa\u010dov\u00e9 a&nbsp;dlhodobo uplat\u0148ovan\u00e9 postoje. Tieto dve \u017eeny s\u00fa vplyvn\u00fdmi mana\u017e\u00e9rkami, navy\u0161e vo svete, v ktorom tradi\u010dne dominuj\u00fa mu\u017ei. Obe d\u00e1my vyzvali odvetvie hazardu na prehodnotenie objemu vynakladan\u00fdch pe\u0148a\u017en\u00fdch prostriedkov na akviz\u00edciu z\u00e1kazn\u00edkov. Tieto dve l\u00edderky z\u00e1rove\u0148 [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2960,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[41],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winsider.sk\/index.php\/2022\/04\/27\/liderky-vplyvne-manazerske-pozicie-v-hernom-priemysle-nepatria-len-muzom\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u00edderky. 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