With operators required to sift thousands of games to find what their players desire, game developers are tasked with creating unique ways to push their content to the top of the pile and cement themselves as key figures in the industry. 

This challenge was put under the spotlight at SBC Summit as a panel addressed the current state of the online casino market to analyse the ways that studios are taking revolutionary business approaches to achieve long-term success. 

Moderated by CasinoBeats’ Danny Lee, the panel first questioned why developers are tasked with taking alternative and often challenging business strategies to gain prominence in the industry – as even the audience agreed by show of hands that it’s no mean feat. 

Dan Phillips, CEO at Playnetic, began by talking through the challenges facing new and emerging studios, pointing out that operators themselves are also turning to different strategies for uploading content, such as forming in-house studios. 

“I’m old enough to have seen the cycle of this industry,” he said. “Going from operators that understood their betting business, to using technology companies who could deliver everything else. 

“We’ve been through this cycle where it comes in-house, with operators deciding that they want to build their own games, before turning to out-sourcing again. 

“We have a lot of content suppliers out there, we have a hell of a lot of content out there. It’s about how you differentiate yourself, and how you keep yourself relevant.”

Phillips then referred to the strategies taken by Playnetic, an igaming supplier that burst onto the scene within the last year, to make a name for itself in an overcrowded industry. 

“What we’re trying to do is service operators at different levels, at the same rates, at the same time,” he continued. “We built three game studios to be able to do that, but that’s not necessarily easy for others to do so from the start. 

“To keep yourself relevant, frictionless, to be credible and to listen – there are some really fundamental things that studios need to do, and then you will get through to the operators. If you can show that you are delivering when you say you’re going to deliver, and it’s relevant to the market you want to work in, then I think you can make headway.”

Mia Nyland-Evers, Co-CEO at Omnigame, then jumped into the conversation. Faced with a question on the difficulties being faced by new studios, she emphasised that companies need to place players at the forefront of their practices. 

She commented: “In the end, something is happening now where everyone is forgetting the player. What does the player actually want? There are so many different things [for studios to consider], from aggregators to operators, people to help with marketing, they’re forgetting to actually ask what the player wants. 

“There are more and more game studios, and they come because – like also with our game studio – they come from a passion of wanting to make great games. But when the revenue share that you get from each deal you make is shared out to so many different ends of the rope, it’s so hard to make a business. It’s so hard. 

“When there are so many middle men that need to have something, then it’s a real struggle. What game studios then have to do is make games that are more cheap, and the quality isn’t there. 

“The player doesn’t want that, they want good quality games. Game studios need to be acknowledged more for the hard work they put in so they can make greater games.”

“Show me something innovative, something that is going to revolutionise customer behaviour”

Giorgi Gvenetadze, CCO at Adjarabet

The panel then moved onto analysing the different strategies and techniques that studios are using to push their games to the forefront of the industry, with Giorgi Gvenetadze, CCO at Adjarabet, explaining the approaches that his company appreciates as an operator. 

“We’re approached dozens of times each week, some of them my gaming team will meet and others we have to turn away. How do we filter them? The priorities for us, and I’m sure for the majority of other operators, is innovation within the games and mechanics, as well as the stability in the tech that the product is built on.

“There are plenty of other fish in the sea but not all the fish must look like the best ‘Big Bass Bonanza’ fish. We are receiving offers that say ‘oh my god we are creating a game that looks like your most popular game, but we will give you a better price’, for example. 

“I don’t care about the better price, because my users already play their favourite slot. Show me something new, show me something innovative, something that is going to revolutionise customer behaviour. 

“This is something that we have seen in the industry for the past couple of years. The innovation finally pays off. We see the boom of crash games – that was innovation. We saw the boom of bonus buys – that was innovation.”

Recalling that he himself has been in the seat of an operator before, Phillips was brought back into the conversation to provide a rebuttal for Gvenetadze’s desire for innovation, suggesting that it can be “a big challenge”. 

“I don’t disagree, but to say ‘show me the innovation’ can be a big challenge. It’s a process, because what might be innovation to me in one market may not be [innovation] for your markets. 

“I want to produce five or six good games every month. So you [operators] will know that you’ll get them from me every single month. And then, hopefully, one of those will become a hit. That’s how we’re approaching it, rather than trying to force innovation.”

The next panellist to question whether studios should approach operators with “the next best thing” was Andrew Reader, Partner at Venture Capital Partners LLP, a firm with a wealth of experience in investing in game studios.  

“I think a start-up studio, if they’re trying to differentiate themselves, shouldn’t necessarily come with ‘I’ve got the next best thing that hasn’t been seen’, because that’s very risky. 

“I’ve seen many graveyards of unfortunate studios that have tried that approach straight off-the-bat without the reputation, coming with something that hasn’t been seen before. It’s not impossible, but I wouldn’t be betting on it, or investing in it.”

To provide an alternative approach through experience with new studios gaining success in the oversaturated online casino industry, Reader suggested that unique insights, research and knowledge of narratives and trends can provide great selling points. 

“I think what they need to be doing is coming up with some unique insight into why they think a certain game has been successful. Not the ‘I’ve copied Big Bass Bonanza’ story, but ‘I’ve looked at that game and played it a lot and it’s a narrative that resonates with me and operators’.” 

Reader continued: “Say ‘these are the four or five mechanics or things that I think have done really well with that game, I understand that and I’ve actually incorporated that into this game. It looks and feels completely different, but I think it has all the same ingredients’, I think that’s a much more compelling narrative.”

Although operators are usually looking for new games to add to their platforms to encourage player acquisition and retention, many tier-one brands continue to look for gamification features that can support these metrics, often turning to free-to-play games. 

As these titles also require developers, the panel featured Paul Cobley, Gaming Director at Dizplai, who outlined the difficulties being faced by studios creating such products. 

“It’s the same thing as the innovation with the games, it’s really important, ” he said. “We aim to enhance the entire customer lifecycle. Acquisition, engagement, retention, referrals and revenue. 

“you need to make sure you stand out and make your passion pay out”

Mia Nyland-Evers, Co-CEO at Omnigame

“Not everyone wants all of those things, especially not out of the gate, and even with a client you have different stakeholders that want different objectives. So we need to make sure that you have a product suite that targets those objectives. 

“A second thing is ease of integration. No one has bandwidth anymore, everyone has got a full roadmap. With a free-to-play product that isn’t focused on immediate revenues, we just have to appreciate that we’re not going to be a priority. So we have to be easy to integrate and easy to work with.”

Before the clock ran down and the panel drew to a close, Lee asked the panel what they believe are the most important things to consider when entering the online casino industry and striving for long-term growth and success. 

This led Phillips to encourage “transparency and honesty”, suggesting that studios should “say no and say yes, but make sure that you’re doing everything for the right reasons and for what you got into the industry for”. 

The CEO continued: “You can compromise, but not to the point where you stop being what you are. I do think it’s important to retain that. After that, those deals will come.”

Gvenetadze then echoed Phillips’ sentiment, stating that “transparency is number one”. He then explained that finding the “right balance between innovation and key revenue drivers” is equally important, as well as striving to have “the best management team” to take care of partner relations. 

“The relationship with the client is probably the most important thing for us,” agreed Cobley. “If you haven’t got someone championing your whole concept, then you’re in a lot of trouble. 

“There are a lot of Jerry Maguires wanting you to ‘show me the money’ in gambling so you really need someone on board that is actually thinking about the long-term strategies.”

Nyland-Evers also reiterated Phillips’ point on doing everything for the right reasons, explaining that “really making sure why you’re doing it needs to come through, you need to make sure you stand out and make your passion pay out”.

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The copyright case saw Georgian courts rule in favour of Aviator over allegations of trademark infringement against Spribe OÜ and Flutter-owned Adjarabet.

As a result of the case, the group was awarded $330m in damages after the ruling found copyright and trademark infringement and invalidated trademark registrations based on bad faith. 

Batting back against the decision, Flutter issued the following statement: “The level of damages sought is egregious in nature and bears no resemblance to the actual economics of the property under debate.”

Flutter acquired Adjarabet in 2019, as the group looked to use the deal to bolster its presence in the Georgian market. 

The case in Georgia was around the firm’s use of hugely successful Aviator crash game, developed by Spribe, which the claimant was seeking to stop the firm from using. 

Nikoloz Gogilidze, Managing Partner of Mikadze Gegetchkori Taktakishvili LLC, the law firm which represents Aviator LLC, stated on the original conclusion: “We are pleased with the outcome of the court’s ruling on this claim, and we will continue to aggressively protect our client’s intellectual property from unlicensed use on any international gaming platforms.”

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The group was awarded $330m in damages after the ruling found copyright and trademark infringement and invalidated trademark registrations based on bad faith. 

One of the key elements of the case was Aviator seeking to halt Adjarabet from utilising copyrighted material by offering Spribe’s Aviator crash game.  

The Aviator brand registered by Spribe has gone on to become one of Adjarabet’s most successful crash games, the firm originally registered its own “Aviator” trademarks for computer games and gambling services, which the claimant argued were infringing on its original trademark.

Nikoloz Gogilidze, Managing Partner of the law firm Mikadze Gegetchkori Taktakishvili LLC, which represents Aviator LLC, commented on the conclusion: “We are pleased with the outcome of the court’s ruling on this claim, and we will continue to aggressively protect our client’s intellectual property from unlicensed use on any international gaming platforms.” 

The decision also invalidates the challenged trademark registrations and means that Adjarabet will be forced to no longer use the aviator branding on a game that has been so successful for its portfolio.

Flutter confirmed the acquisition of Adjarabet in 2019, using the deal as a platform to bolster its presence in the Georgian market. At the time the group underlined it was fuelled by their strategy to gain podium positions in some of the most attractive and thriving markets in igaming.

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The strategic partnership will see BGaming’s entire collection of slot titles hosted on Adjarabet’s Armenian online casino, with plans to add the operator’s Georgian platform to the deal “soon”. 

Marina Ostrovtsova, CEO at BGaming, stated: “We are delighted to enter Armenia in partnership with major operator Adjarabet. We have collaborated to curate a competitive proposition that we are confident Adjarabet’s players will resonate with, during what is a significant period of growth for the Armenian market.”

As a result of the collaboration, Adjarabet’s Armenian player base will be able to spin the reels on BGaming slots such as Burning Chilli X, Fruit Million and Bonanza Billion.

Avto Oboladze, Gaming Director at Adjarabet, added: “We are pleased to partner with BGaming and bring some of its memorable portfolio to our players. BGaming’s titles are recognised worldwide and we are pleased to release them on our platform. 

“We look forward to expanding this agreement further by supporting BGaming with its entry into Georgia in the near future.”

BGaming’s Co-Chief Product Officer, Julia Aliakseyeva, recently spoke with CasinoBeats about one of the studio’s latest innovations in player engagement, the B-Rush Challenges tool.

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The comprehensive ‘Market Focus’ track will commence on Tuesday, 25th of June, the first core day of the premier iGaming and sports betting conference for Eastern Europe and Central Asia, taking place at the Sheraton Grand Tbilisi Metechi Palace. 

Catering to the educational needs of 1,500 industry professionals, discussions will encompass crucial topics such as the iGaming industry’s socioeconomic impact on local communities, navigating complex regulatory and compliance restrictions, and effective approaches for operators functioning in multiple regions. 

The panel titled ‘Unlocking Opportunities: A Deep Dive into the Eastern European and Balkan iGaming Market’ will offer a comprehensive analysis of the distinct characteristics and opportunities within the Eastern European and Balkan sports betting markets. Focusing on key regions such as Romania, Bulgaria, Serbia, Georgia and Slovenia, industry experts Giorgi Gvenetadze (CCO, Adjarabet), Marcin Jablonski (CCO, Crustlab), Michał Głowacki (Director, SB Software) and panel moderator Simon Westbury (CEO, Sports Generate) will share strategies to drive regional growth, discuss effective marketing approaches, and explore the potential for innovation.

The ‘Betting Bonanza: How Euro 2024 Will Elevate Sports Betting’ panel will delve into the immense potential for successful partnerships between sports organisations and betting companies that Euro 2024 offers. Former football icons Giorgi Kinkladze (Founder, Kinkladze Global) and Shota Arveladze(Founder, AAA Foundation), industry expert Vasilii Gamov (CMO, 888STARZ) and panel moderator Lasha Machavariani (Founder/CEO, SMH) will explore the potential for betting growth across Europe, how to effectively utilise game data and the transformative impact of Euro 2024 on the sports betting landscape. 

Experts Vako Kvachakhia (Chief Marketing Officer, FortuneJack), Lali Odosashvili (Head of Marketing, Hybrid Interaction), Dmitrii Starostenkov (CEO, Evenbet Gaming) and panel moderator Vakhtang Mdivani (Co-Founder, Promofy) will explore the crucial elements iGaming operators must consider for successful marketing across multiple regions, during the panel titled ‘Cross-Market Strategies for iGaming Operators’. The experts will delve into successful targeted marketing techniques, the latest product customisation tools and effective approaches for cross-selling.

Concluding the track is the panel titled ‘Gateway Growth: Strategies for Eastern European Countries to Attract Western International Companies,’ which will explore the mutual benefits of mergers and acquisitions between Western firms and Eastern European entities. Industry experts Savo Bakmaz (CEO and CFO, Maxbet), Tamta Gorgadze (Deputy Head of Advisory, Galt & Taggart), Gega Topuridze (CBDO, Betlive) and panel moderator Anton Kaszubowski (MD, SBC Advisory), will highlight how these partnerships leverage Eastern Europes competitive edge through labour and innovation, discuss the key attractions for Western investors, the impact of M&A on Eastern Europe’s economic growth, and the policies needed to foster equitable investments. 

Additionally, the educational programme will feature an opening keynote address from Chris Bird (CEO, The Raheem Sterling Foundation & EX Man City COO), and a fireside chat with Simon Westbury (CEO, Sports Generate).

Rasmus Sojmark, Founder and CEO of SBC, said: “Eastern Europe and Central Asia offer a variety of dynamic and exciting markets for operators to capitalise on. By featuring a dedicated ‘Market Focus’ track, we are able to equip delegates with the tools to not only successfully grow their operations across multiple markets, but do so in a manner that gives back to local communities and pushes the industry forward.” 

__________________________________________________________________________________________

Alongside access to a wealth of knowledge from a comprehensive conference agenda, attendees will have the chance to network and explore the latest industry offerings firsthand on the exhibition floor, where over 30 local and global brands will be showcasing their innovations.

For groups of three or more, you can purchase the ‘Group Pass Ticket’ gaining you access to both days of SBC Summit Tbilisi for the discounted price of US $150 per person. 

Additionally, operators and affiliates can apply for a free pass to the event. 

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The alliance alongside a company hailed as “formidable” and “premier online gaming operator”, will see Playtech take its first steps in the aforementioned nation, as well as neighbouring Armenia.

Among the verticals to be integrated under the terms of the agreement is live casino, which Playtech noted has witnessed “a surge in popularity” and is among the company’s fastest growing segments.

Avto Oboladze, Head of Online Casino at Adjarabet, said, “The strategic partnership with Playtech cements our standing as a leading gambling operator in the region. 

“The integration of Playtech’s content into Adjarabet presents an exhilarating dimension for our valued customers, setting the stage for the partnership’s evolution.”

Playtech’s unity with Flutter, which acquired a majority stake in Adjarabet in 2019, spans additional brands such as Betfair, Paddy Power, Pokerstars, Skybet and FanDuel.

“Our collaboration with Adjarabet signifies our commitment to pioneering operations in emerging markets,” stated Shimon Akad, COO at Playtech.

“We believe this trend will only accelerate – and we look forward to expanding even further globally.”

Earlier in the week, Playtech entered into an agreement with Freemantle that added the Family Feud franchise into the company’s live casino suite. This includes a global scope for any prospective title’s delivery, including the United States. The partnership also comprises the UK Family Fortunes IP

Erica Gadecki, Fremantle SVP Partnership Solutions, explained: “A collaborative effort with Playtech on the iconic game show Family Feud is how Fremantle continues to deliver unparalleled entertainment in today’s market.  

“Playtech’s Live platform is a perfect opportunity to expand into the interactive entertainment landscape while building upon the Family Feud legacy.”

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Through the deal with the Flutter Entertainment subsidiary, Bragg’s proprietary and third-party content will be made available to players in Georgia via the company’s remote game server technology.

Adjarabet customers will be able to play games from Bragg Studios brands Atomic Slot Lab and Indigo Magic, including Fairy Dust, Queenie and Egyptian Magic, as well as exclusive third-party titles from Powered by Bragg content partners, with more titles to come.

“Through this new partnership, we can now bring high-quality content from both the Bragg Studios and Powered by Bragg portfolios to our players across Georgia,” commented Avtandil Oboladze, Head of Online Casino at Adjarabet.

“We are committed to providing players with the best in online gaming content and partnering with Bragg furthers that commitment. We are sure that BRAGG content will help us to cement our leadership position on the market.”

Adjarabet is a Georgian operator that was acquired by Flutter in 2019 and has been in operation for more than 20 years.

The operator offers gaming products such as poker, online slots and table games, as well as sports and the Betfair Exchange.

“We are delighted to continue our long-standing relationship with Flutter Entertainment by offering their Adjarabet customers in Georgia with exciting, player-engaging content,” added Yaniv Sherman, CEO at Bragg.

“Bragg has made continued progress in penetrating the large European online gaming market and we are excited to feature our proprietary and exclusive third-party content in yet another new market.”

With the addition of Georgia, Bragg continues to expand across Europe, as the provider is present in several markets across the continent, including the Czech Republic, Germany, Greece, Italy, the Netherlands, Switzerland and the UK.

Last month, the provider obtained a B2B supplier licence in Sweden and secured an agreement with GAMRFIRST.ch, the online casino arm of Swiss operator Casino Barrière Montreux.

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$850m

MGM Resorts International and MGM Growth Properties have announced the completion of transactions to acquire Empire City Casino, located in Yonkers, New York.

MGM Resorts acquired the property for approximately $850m, with the company agreeing to pay an additional $50m if Empire City is awarded a license for live table games on or prior to December 31, 2022.

Following the purchase MGP secured the developed real property from MGM for in the region of $625m, and leased it back to an MGM subsidiary that is to undertake daily operations.

Jim Murren, chairman and CEO of MGM Resorts, commented: “We are pleased to welcome the 1,200 employees at Empire City Casino to the MGM Resorts family.

“Over the past three years, we have established a meaningful presence in the northeast with Borgata in Atlantic City, MGM National Harbor in Maryland, and MGM Springfield in Western Massachusetts.

“With this new addition to the MGM Resorts portfolio, we have now gained a foothold in the high-density New York City region, and we look forward to leveraging the MGM platform to maximise value in this evolving marketplace.”

2024

Japan’s Wakayama Prefecture has announced further details of its integrated resort plans, should it win one of up to three licenses that are set to be issued by the country’s central government, report Asian news outlets.

The confident region, one of only three to confirm its interest in being a host thus far alongside Osaka and Nagasaki Prefecture, has earmarked Wakayama Marina City as its preferred site.

Chosen due to its established infrastructure, its location in close proximity to the Kansai International Airport, in addition to tourist spots such as the Shirahama Hot Springs and the Koyasan World Heritage Site, was also praised.

Wakayama is reported to have set aside $1.8m in next year’s budget for related costs, including IR research and wider financial concerns, with it estimated that an additional four million visitors will be attracted per year, bringing $2.75bn as a result.

It is intended that a grand opening will commence in 2024, alongside Osaka which is widely expected to be successful in its bid to host an IR.

51

Paddy Power Betfair has announced that it has secured number one position in the “fast growing regulated online Georgian market,” via the purchase of a 51 per cent stake in Adjarabet for an initial cash consideration of £101m.

The organisation has also agreed a further stipulation, under the terms of which it expects to acquire the remaining 49 per cent after a period of three years, at a valuation equivalent to seven times of 2021 EBITDA.

In a media statement Paddy Power Betfair released further details of its latest deal: “This acquisition provides the group with exposure to two attractive, fast-growing, regulated markets.

“The online Georgian market is estimated to have grown at a CAGR of 40% from 2016 to 2018 to an estimated £180m of gross gaming revenue, with the nascent Armenian market providing a further growth opportunity.

“We believe that the combination of the market-leading brand and local operational expertise with Paddy Power Betfair’s technology, and leading sports capabilities, positions Adjarabet very well to capitalise on this opportunity.”

1

Las Vegas headquartered Caesars Entertainment has announced plans to debut its first non-gaming hotel in the United States, which is to be located in the Arizona city of Scottsdale.

Falling under the organisation’s new Caesars Republic brand, the four star property is to be developed by HCW Development and operated by Aimbridge Hospitality, with Caesars licensing its brand, in addition to advising on design elements and integrating its total rewards loyalty network.

Stated to tap “into the unique pulse of each host city,” Caesars stressed that no two Republic entity’s are to be exactly alike, with “everything from the décor to the culinary offerings inspired by local traditions and taste-makers”.

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As a result of the link-up the operator, a division of Flutter Entertainment, becomes the first in the region to launch Pragmatic Play’s live casino portfolio.

The rebranded Paddy Power Betfair announced that it has secured the number one position in the “fast growing regulated online Georgian market” earlier this year, with the purchase of a 51 per cent stake in the firm done so for an initial cash consideration of £101m.

Tom Hutchinson, gaming director of Adjarabet, commented “I’m very happy that Adjarabet is the first and currently only operator in the Georgian market to launch the Pragmatic live casino product.

“Given Adjarabet’s market leading position in Georgia and the good quality of Pragmatic live casino, I’m sure the games will do very well for us and will be enjoyed by our customers.”

This is the latest live casino commercial agreement announced by multi-product provider Pragmatic Play, after similar integrations were undertaken with Interwetten, BetConstruct and 1xBet.

“We are delighted to have entered the Georgian market for the first time with the Flutter brand, Adjarabet,” noted Lena Yasir, vice president at Pragmatic Play.

“Adjarabet is the market-leader in this territory, and this partnership is yet another statement of confidence in our live casino product.”

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Evoplay Entertainment, founded two years ago, is to integrate a portfolio that boasts in excess of 60 slots, table, and instant games, including innovative 3D/VR slots.

Furthermore, the company also stresses that it’s produced “the industry’s first RPG slot,” with Dungeon striving to attract a new generation of user.

Alexander Levchenko, CEO at Evoplay Entertainment, commented on the expanded presence across Europe: “Entering the Georgian and Armenian markets with the region’s most successful casino operator is testament to our ambitious plans for bringing the next generation of gaming to the world.

“We’re delighted that their players will soon be able to enjoy the very best of our innovative slots, and look forward to being live in such a young, dynamic region with such a fast-growing brand.”

Adjarabet, a subsidiary of Flutter Entertainment, most recently added a content deal alongside Greentube, the Novomatic Interactive division.

Earlier this year Flutter, then under its Paddy Power Betfair moniker, announced that it had secured number one position in the “fast growing regulated online Georgian market,” via the purchase of a 51 per cent stake in Adjarabet for an initial cash consideration of £101m.

The organisation also agreed a further stipulation, under the terms of which it expects to acquire the remaining 49 per cent after a period of three years, at a valuation equivalent to seven times of 2021 EBITDA.

Tom Hutchinson, gaming director at Adjarabet, stated: “We’re very excited to have added the Evoplay Entertainment portfolio featuring over 60 slots, table and instant games to Adjarabet.com at the end of August. 

“Evoplay Entertainment offers a good selection of games which I’m sure Georgian players will enjoy. We’re also very excited about being the first and exclusive owners of Evoplay Entertainment’s unique 3D / VR slots in the region”

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