The platform’s users are now able to create smart banners that use profiling information from the operator’s CRM for call-to-action messages to be sent to individual customers based on their activity and preferences.

Utilising a player’s past information, Betegy’s platform can identify a player’s interest and produce a personalised banner catered to their preferences, which is designed to offer a seamless experience for the user and boosting engagement for operators.

Betegy added that operators can optimise their marketing strategies to produce strong results by leveraging CRM data and insights into players’ behaviours.

“We are thrilled to launch this latest innovation in content personalisation for our clients,” noted Alex Kornilov, CEO of Betegy. 

“The integration with CRM systems allows our clients to provide even more targeted and relevant ads to resonate with each individual player, resulting in increased engagement, retention and ultimately, revenue.”

Earlier this year, Betegy launched its Creative Studio solution to help operators create ads that show game odds in real-time through a direct API feed. 

This assists marketing teams in avoiding manually creating ads for every game and sport, pulling odds directly from the source instead and using a self-serve platform to create multiple ads at once.

The post Betegy to help personalised content creation with smart banners appeared first on CasinoBeats.

In a roundtable with CasinoBeats, we quizzed some of the industry’s newest C-Suite appointees to discuss some of the biggest changes taking place within the igaming sector and their strategies for becoming leading names in 2023.

CasinoBeats: How has igaming evolved since you started in your role? 

Daniel Heywood, Co-Founder and CEO of NuxGame: The enduring change has, without question, been the rise of crypto in igaming. The number of operators who either offer crypto or specialise in it is growing all the time, with big brands like stake.com and Rollbit leading the charge. 

This is making all the other operators sit up and ensuring suppliers like NuxGame offer and continue developing new solutions for crypto, like our multi-balance wallet and Web3 crypto wallet integration.

Alex Kornilov, CEO of BETEGY: When I started  back in 2012, affiliate marketing was king – so that was the essential part of discussion. Back then, social media was just an idea – a bit like the blind man feeling the elephant. It was exciting to be part of it all and it was labelled as a golden era of growth so as such, the only way was up! 

The image of the industry since I started a decade ago has also changed for the better. Ten years ago, it was seen as possibly an industry lacking a bit of morality. Let’s take ICE back in 2012 for example – full of sports cars and scantily clad women. 

A decade on, there is absolutely no doubt whatsoever that we’re a tech industry now – a Monte Carlo shoot off and I am very happy about the change as we’re closer to Silicon Valley than ever before. 

Since the huge changes that have swept this industry, no-one’s impressed with your Rolex anymore or looking to have a glass of whiskey, it’s all about business and that’s only a good thing. 

CasinoBeats: What have been the learnings/highlights you have accumulated since joining?

Ewa Kazmierska, CEO of BF Games: There are no easy years to take on the role of CEO of an ambitious company like BF Games, but the intense geopolitical challenges of 2022 made for steep learning curves. We successfully entered several new European markets in recent months, including Bulgaria and Switzerland, and more is yet to come.

We’ve been developing a less traditional slot offering that appeals to a broad demographic of players. Hitting this balance between classic and innovative slot features has been the most valuable lesson from 2022. This has placed us in good stead to stand out from the crowd and compete comfortably with young and dynamic studios.

Our agility across our entire approach to business, from product development to project management and our decision-making process has also been a significant factor in making this a reality. This has informed our swift reactions to changing priorities and our ability to make the most out of brainstorming opportunities.   

It’s been a year of challenges but one that has proven the value of never giving up, no matter what difficulties are presented. Being consistent and stubborn was the key to 2022 and it will serve us well in the future too.  

Simon Hammon, CEO of Relax Gaming: There’s always a lot to learn when at the helm of a fast-growing company in an increasingly competitive industry. Much of Relax’s growth in recent years has been driven by the casino area, in which I have been heavily involved. 

So while this shift has required some adjustment, my fundamental mindset and approach that have guided development at Relax remain unchanged – it’s more a matter of scaling up those factors up to suit our new opportunities and taking the broader company and employee base into consideration.

Sergei Belikov, CEO of Mobinc: It’s always exciting to discover more about the new technology that has the potential drive a business forward. For instance, we’ve recently started to use artificial intelligence, machine learning and data analytics to enhance our products. 

While this is nothing new, seeing all of this first-hand has been a fantastic learning curve for me. It’s also allowed me to see how these tools can limit challenges, for example, our expertise into real-time data analysis has allowed us to stay on top of challenges around compliance – improving our player protection by enabling us to evaluate and predict risk levels with ease.  

CasinoBeats: How will what you have learned in this position inform your approach to 2023? 

Ewa Kazmierska, CEO of BF Games: We managed to navigate all the struggles of the last few years because of the passion and dedication of our employees. We have an enthusiastic team committed to making games as original and engaging as possible.

I will certainly carry over the trust I have in their abilities to drive our business forward. I will continue to be the bridge that facilitates this success by listening, evaluating and acting effectively. This means being prepared for battles though – I highly endorse having arguments and backing up your judgments, but always being fair. 

All the while, I encourage my team to always have goals – short-term, mid-term and long-term. Enjoy the feeling when these goals are met or exceeded, but always be hungry to achieve more. This will enable us to build our reputation as a modern, reliable and credible studio. In the meantime, we are excited to expand into new and lucrative markets such as those emerging in North America. It’s going to be a big year for igaming and BF games – I can sense it. 

Sergei Belikov, CEO of Mobinc: The industry’s relationship with technology is fascinating. It’s been incredibly enjoyable to identify and utilise such innovations to position Mobinc as a force to be reckoned with in the industry. In the next 12 months, we’re going to see huge strides with technology continuing to advance. 

We look forward to taking what we’ve learned about artificial intelligence and its potential to revolutionise the way we use data. This promises to elevate our ability to detect fraud, prevent abuse and optimise campaign costs. This will allow us to decrease churn rates, improve retention and allow us to exceed the expectations of customers in 2023. 

Simon Hammon, CEO of Relax Gaming:  The success of any good company boils down to its employees, who must be driven, focused, and happy. Ensuring this throughout 2023 and beyond is a priority for me while we navigate this volatile market. 

If recent years have taught me anything, it’s to embrace regulatory change and that flexibility in decision-making is essential. Continuous and aggressive regulatory change is a reality that we need to contend with, especially as expanding our footprint into global regulated spaces remains a key focus for us this year. 

While facing these shifts can be a challenge, we believe that quality is king and that engaging, innovative games will always stand out in a crowded market. These lessons served us well throughout our record-breaking 2022 and I’m excited to bring everything I’ve learned into 2023.

CasinoBeats: Given that growth, where would you like to see the industry steer in 2023? 

Daniel Heywood, Co-Founder and CEO, NuxGame: It’s not so much where I’d like to see the industry go, as where I can see it heading at rapid speed: ever-quicker adoption of crypto. 

Traditional payments will lose their grip on the market, players will have much easier access to operators across borders which are no longer there, and operator revenues will climb accordingly. If you’re not on the rocket ship, you need to ask yourself why.

Alex Kornilov, CEO of BETEGY: Efficiency is the main buzzword within all of this and what we are trying to achieve. We’re a tech industry, so it’s all about hard wired KPIs. Everything needs to be measurable value-based spend such as display ads, programmatic ads, AI-driven CRM, you name it – that’s what it’s all about in the year ahead and it fills me with excitement to see the industry taking this course.

The US is specifically a case in question, where customer acquisition is so competitive – look at DraftKings and FanDuel in terms of sportsbooks and where they are heading. They have a real dominance across the Atlantic and I expect that to continue to be the case heading into 2023.

The post Taking the reins: the CEOs leading the igaming industry in 2023 appeared first on CasinoBeats.

Explaining how smaller firms can be successful in the influencer space, in comparison to the big-name brands with “astronomical” budgets – BetMGM/Jamie Foxx & WynnBet with Ben Affleck & Shaq – Kornilov also expressed that getting data right can be a useful tool.

In the second of our three-part mini series on influencer markets, we asked Kornilov, and returning experts, Hammon, Walker and Kaplya, on how communities can be built using social influencers.

We asked: How can influencer marketing be used to cater to different audiences and build communities?

Alex Kornilov, CEO at Betegy: Who you choose to represent your brand will very much differentiate your message, with this decision heavily dependent on the market you are running the campaign in. Let’s look at the US for example, it has a wide range of popular sports with each localised state varying in preference – essentially you need the right tool for the right job in the same way you need the right influencer for the right market.

If you’ve got the right tool, you can easily see who’s following what – an NBA influencer isn’t going to bring in NHL fans (for example). Getting your data and right and segmenting your targets is of course key to that. 

This method can be distilled down into the subsections and the more you’ll see micro communities. Take Chess, you can do an influencer deal with a chess master – meaning it can be very cost-effective as it targets the exact audiences you’re looking for. 

Of course, you can take the Jamie Foxx and BetMGM route – big spend and cast the net far and wide. However, that’s always going to be the domain of the big-name brands with astronomical budgets. 

If you’re smaller and looking to build your own community, the key is to create a message that resonates with your (and your players) values, which will build a truly loyal following that will guarantee retention. 

Marija Hammon, Head of Marketing at Relax Gaming: Aside from the perceived entertainment value, streamers also offer audiences live, real-time engagement and interaction, creating a unique product promo environment which adds an additional sense of connectivity to both the influencer and game in discussion.

Some promos are done for monetary gain, whilst others stem from a true connection and passion for the brand or company being discussed. The same applies to influencer marketing across other industries, in a nutshell, self-driven vs. sponsored content creation. 

Influencers have different communities, both in terms of size and demographic, therefore companies always need to assess who they are trying to reach, and which influencers would be able to support that connection. 

This is assessed on a general scale (who do we collaborate with for influencer partnerships overall) and micro-level per individual game promo. Anticipated success of a game launch also affects strategy and considerations in this regard. 

Sometimes influencer drives focus purely on game play, whereas for others, marketing efforts would include audience tournaments for their community, editorial content, positioning, cross-platform promotions and much more. To get it right, see who operates in the niche you are targeting and will offer the correct reach.

Brandon Walker, Business Development at Amelco: In South Africa, it all starts with a retail presence. Harnessing influencers to build a community around the retail experience, who in turn can provide a channel for online, is the best way forward. 

Influencer marketing really comes into play here as it solves the big challenge of converting local players to multi-channel. Retail is popular here because it is tangible, and therefore has a lot more trust. 

The online space has taken a long time to earn players’ trust, especially when it comes to depositing and not withdrawing winnings instantly. Influencer marketing can go a long way towards changing this and give players a far stronger feeling of comfort. 

Again, we’ve seen some great work from BetGames in this space. An influencer from their South African campaign included Doctor Khumalo, one of the nation’s most loved soccer players, and former captain of Kaiser Chiefs. There’s a lot of trust in a local icon such as him, so it brings a lot of credibility to the brand, which ultimately resonates with player values. 

Yanina Kaplya, Head of Marketing at BetGames: I don’t believe in a one size fits all approach – it’s much better to tailor your message to your players and that starts with understanding the audience, their lifestyle, conversations and interests. This further enhances the consumer experience of your product. Establishing communication as a part of brand strategy helps to create a marketing campaign that stands out in a heavily competitive industry. 

The influencer campaign for our lottery products in South Africa last year did exactly that. We selected three categories of influencers in the region; macro, medium and micro, incorporating influencers of various occupations who represented different communities and interests. 

The campaign goal was to showcase the changes in the product and provide market education to players who might have been worried about the design change of the studios. 

The key to the success of this campaign was avoiding a direct sell message, instead focusing on building the storyline about how BetGames had revamped the lottery to offer a fresh new experience. 

The campaign was very well received across South Africa and generated a mass of positive comments and conversations with influencers. Indeed, the launch of the product was such a success in South Africa with the tailored message we spread among different communities ensured trust in both the brand, and our new lottery products.  

The post You, me & Jamie Foxx: <br> creating the right message vs casting the net wide appeared first on CasinoBeats.

From Marilyn Monroe saying “yes” to Lustre-Creme Shampoo, Mr T pitying the fool who didn’t eat snickers to, more recently, Sylvester Stallone’s iconic Rocky character reborn in Entain’s latest Ladbrokes advert, all playing their part in establishing these brands as household names. 

However, the audience now spends more time looking at a 6.3 inch smartphone than a 48 foot widescreen cinema display, which could be attributed to the rising use of social media platforms and the emergence of influencers. 

In this three-part mini-series, CasinoBeats will be looking into the influencer market, how the sector can prosper in this area and how to remain responsible when it comes to engaging with a younger audience. 

We asked: What are the different forms of influencer marketing and how has it changed overtime? Are there some that work better than others?

Alex Kornilov, CEO at Betegy: What we’ve been seeing in recent years is a surge in influencer marketing activities with more and more brands using this method to reach a wider audience. 

Working with influencers can increase interest dramatically with brands utilising this in both sports betting and casino content. This boosted acceptance has meant a far greater reach for the industry to an even wider target audience. 

In terms of how things have changed over time, we have witnessed a transition away from using strictly ex-football players, sports athletes etc -but also going into pop culture now. The use of more wide-spread varied influencers means brands have the capability to segment demographics and specifically target the audience they want to engage with. 

This is especially advantageous as you can identify the demographics that resonate with your brand’s values. This can be as simple as making someone a brand ambassador, using their influence to create ongoing value for the brand, and then in turn benefiting from the reciprocal benefits of building a community. 

Marija Hammon, Head of Marketing at Relax Gaming: Influencer marketing is one of the most powerful tools within the marketing mix, irrespective of the industry you operate in. 

Word-of-mouth has been valued for centuries; however, the form of that influence has changed with the onset of the internet and progression of social media platforms, including the content creation capabilities that come with them. 

Within the gaming sphere, our influencer marketing efforts at Relax are focused on affiliates and streamers, who like influencers across other industries have built a large following and offer custom branded content with high resonance within the communities they’ve built. 

Influencer marketing and its peer-to-peer approach has the power to deliver fresh, highly targeted content as an individual voice, achieving affinity in a different way to company messaging. The mix offers something which cannot be achieved by implementing one element alone. 

It is fascinating that audiences follow hours on end of influencer generated content, absorbing every word – often choosing that content over other forms of entertainment. 

Like in any profession, naturally, there are influencers that are stronger, and more reputable, than others. Sometimes this is due to longevity which has allowed them to build a strong community, whilst other times, it’s down to impact – including personality, ethics and style of operations. 

Having the largest following doesn’t always directly equate to generating the greatest effect. It is imperative for every company to assess which influencer partners offer the best fit for their business and product offering. 

Brandon Walker, Business Development at Amelco: We’re seeing a huge emergence of influencer marketing across social media in South Africa – especially when it comes to the betting and gaming industry. 

Looking at demographics, we can clearly see why. There’s a real emergence of upwardly mobile audiences that are really catering to (and resonating with) local communities. Smartphones are also quickly catching up with the rest of the world; everyone now has access to data and the same fantastic content we’re seeing in Europe and the US. 

As a native South African, I’m really excited by the potential that influencer marketing has here. Facebook, Instagram, TikTok and Snapchat are, of course, the key channels – and we’re doing some really exciting work with Lulabet in South Africa to bring the market its first premium sports betting and gaming experience. Social media and influencer marketing will likely form a key part of that over time. 

Yanina Kaplya, Head of Marketing at BetGames: The recent changes we’ve seen in influencer marketing trends are very positive, with a shift in strategy focusing on personalisation, building a dialogue, and creating a community, rather than traditional product placement. 

This modern method enables brands to not only promote their product but also receive instant feedback from customers about their preferences, allowing industry brands to react quickly and improve loyalty.

There has been an interesting move away from only working with influencers with a massive following too. This is because they no longer hold as much value in making product recommendations, alongside brands wanting to make sure their campaigns are far more cost-efficient. 

We are now witnessing the rise of the nano and micro-influencer partnerships with brands looking to specifically target a certain audience, which is proving to be very effective in influencing gaming decisions. 

It’s great to see that there are more variations of influencers for product providers in our industry instead of just traditional Twitch and YouTube streamers. Now brands can reach a community in a specific geo and the influencer can be a DJ, sports commentator, former football player or lifestyle blogger. This trend drives creativity with ongoing communication campaigns that gaming brands can have with their players, furthering retention rates.

The post Like, Tweet and Follow: the rising influx of influencer markets appeared first on CasinoBeats.

The non-controlling stake, said to be “an undisclosed sum in the millions of Euros,” sees the content automation and personalisation provider look to “transform marketing tech in sports and igaming”.

This latest investment round builds upon Betegy’s partnership with JKR Investment Group, which it explained has “supported the company’s growth, providing a foundation for the group’s initial expansion into the US”.

Alex Kornilov, CEO at Betegy, explained: “Our system’s innovative approach has enabled us to be the first in the industry to bring the instant creation of data-driven visual content for all communication channels, including social media, TV production, retail, paid acquisition, SEO, sports media and affiliate marketing.

“This is unprecedented in terms of the deep personalisation of visual marketing campaigns we’re able to deliver, and this is where we truly make a difference – by being able to personalise campaigns that resonate with multiple audiences instantaneously. 

“We’re very proud to be partnering with one of the igaming industry’s most innovative and dynamic companies for our next stage of growth, and we can’t wait to get started together.”

This becomes the latest investment by Yolo, with the Tallinn-based firm holding an interest in more than 80 companies with total assets under management in excess of €375m.

“Investing in Betegy made perfect sense because we see an opportunity for significant synergies across the Yolo Investments ecosystem,” commented Tim Heath, GP at Yolo Investments. 

“This technology is changing the way sports data is visualised by users, and in a market where demand for content has never been stronger, that’s extremely powerful. 

“Betegy’s products are already being used by some of the biggest names in gaming, including Sportsbet.io, and we’ll be working closely with the team to help it on the next step of its journey.”

The post Betegy eyes next stage of expansion following Yolo investment appeared first on CasinoBeats.

The new CMO will be responsible for coordinating product growth in broadcast, casino and fantasy sports, where the company has established a foothold via deals with ESPN and Yahoo Sports.

More generally, Golovina will also oversee Bettegy’s growth in Europe and the US, with the use of its technological solutions for fan engagement marked as a key area.

Alex Kornilov, Betegy CEO, said: “We are always looking to add innovative, ambitious people to the Betegy team and Eugenie ticks all the boxes for us. We’ve collaborated closely in the past and we’re delighted to welcome her to the company.

“It is a period of significant upscale for us, and we will always have space for hard-working, forward-thinking employees. We look forward to a number of exciting announcements in the near future and continuing our upwards trajectory.”

Golovina’s additional marketing experience has included work with companies such as Jaguar Land Rover, Turkish Airlines, and Phillip Morris International.

Prior to joining Betegy, she served as Director of Global Comms at JKR Investment Group, overseeing the positioning of the fund’s portfolio company’s and working closely with her new employer, which JKR is an investor in and partner of. 

Her addition to Betegy senior management team comes as it seeks to maintain momentum on its global growth strategy, having strengthened its statewide position via partnerships with ShotTracker, World Series of Poker, PokerGo and EsportsTV and in Europe with Tipico.

“I’ve been working alongside Betegy as a consultant on the side of JKR Investment Group for over a year now and I’m very much impressed by the team and the product itself. I am also inspired to see JKR promoting their employees to the new exciting positions within their portfolio,” Golovina commented. 

“As a true disruptor in the industry, Betegy is an incredibly ambitious brand, and I feel privileged to be a part of the continuing growth of the company. There are many exciting milestones hit together in the months coming and lots to look forward to in the roadmap.”

The post Eugenie Golovina joins Betegy to coordinate global growth momentum appeared first on CasinoBeats.

Regulators will “effectively be using pen and paper” to take on the world of digital believes Alex Kornilov, CEO at Betegy, who stated that risks associated with the metaverse can be looked at from two sides. 

In the latest edition of CasinoBeats’ Heavy Meta series, sponsored by SBC Advisory, Kornilov continued down the regulatory path, stating that the pen and paper route would be a “big risk” and called it a “big step up” from regulating 2D to VR. However, the Betegy CEO believes a solution to getting too immersed in the metaverse is more philosophical and players should “create an outside world that is just as engaging”.

The alternative perspective, from Kornilov, looked from the company angle, stating that the risk from these firms is to “invest a lot and arrive nowhere” or, what he believes to be even worse, “effectively becomes a chatroom for your employees”. 

He said: “This has happened plenty of times to Silicon Valley in the last 10 years – Google Wave for example, basically ended up being used as a hybrid Slack by its internal teams. 

“I believe it’s going to be key to not assume that if you’ve cracked the formula for land-based, then you’ll in turn be able to create an online world.” 

Looking into how gambling within the metaverse will work, Kornilov emphasised that it “likely start off with games of skill”, such as poker, baccarat, and, in his words, whatever it is that brings players around tables. 

“I believe the regulator has plenty of scope to monitor such a world via tech and algorithms to identify problem behaviour.” 

“Having seen prototypes for virtual casinos all the way back in 2014 when VR was in its early days, the last eight years has seen serious evolution,” he continued. “Given the tech available today, it makes perfect sense for getting multiple people involved and competing against each other. 

“Virtuals will also power growth, where for example, instead of just betting on the horse, you’re sitting at the stadium, or indeed, on the horse! Making that possible will be all about cameras – and just like the ‘2D’ multi-camera world of Formula 1, you can get involved in your own way.

“In effect, we’re seeing it open a whole new dimension to what’s possible, such as customising and creating your own horses – which could even mean unicorn virtual races! I believe that this ability for players to create their own environment holds plenty of possibilities.”

Highlighting another industry within the casino vertical that could evolve within the metaverse is the slot sector, which he believes holds “quite a few parallels to virtuals”. 

He added: “Take branded slots as we know it now. With the metaverse, you could create a Flintstones branded slots-orientated casino, complete with stone slot machines, dinosaurs and anything else. 

“What’s the business case with all of this? In short, it will attract plenty of demographics, and indeed serve as a whole new engagement and acquisition platform. After all, it’s about creating a story and narrative people want to share and be a part of.”

However, Kornilov believes that traditional sportsbook will be “the last to join the party” stating there is still “too much to be worked out”.

“Do you create a betting shop or the equivalent of a sports zone from a Vegas casino?” questioned the Betegy CEO. “In either case – you’re catering to widely different demographics, only US customers are used to a Vegas style sports betting experience, while over in Europe – the online industry’s growth has been powered by those who don’t like betting shops.  

“After all, the whole joy of sports betting is the enjoyment of the sport itself. To deliver that experience in collaboration with the likes of CNBC, where a match can be replicated in the virtual world, the number of cameras required to simulate that experience is a long way off. Formula 1 again probably has the lead on this with their interactive betting experience and transforming that into the metaverse will be much easier.”

“The majority will be the new generation, who want to customise and create their own virtual world.” 

Despite the aforementioned, the question still remains… What will online casino look like within the metaverse? Will it replicate the land-based sector? Will it take a lot of aspects from online casino, or will it be a completely new experience unseen before? 

Kornilov believes, whatever the outcome, the metaverse casino will appeal to specific types of demographics. 

“So, for example, someone born before the 1980s who looks forward to travelling to Vegas for two weeks a year with a saved-up pot is not going to be relevant. The majority will be the new generation, who want to customise and create their own virtual world,” he explained.

“So, let’s take Caesars or MGM, their land-based business model is designed for those who value the look and feel of that experience, so anyone looking to replicate a virtual copy of that shouldn’t expect a player to simply want to transition between the two.”

Kornilov went on to state that, to create the metaverse casino of the future, the industry will need people who can design online video games to create a virtual casino inspired by that world, rather than an architect for the land-based world. 

“For this to work, it needs to be the video-game world within betting” Kornilov stated. “Either that’s a Minecraft-style environment built by players themselves to invite a select group of friends to their own ‘custom casino’ – or the kind of immersive world that gives the look and feel of being in a Grand Theft Auto style world.”

“No-one knows how far this technology can go, or indeed the appetite for mainstream adoption…”

Delving into the security measures, Kornilov stated this side of the metaverse “should be easy” as the sector has a whole sub-sector within the industry catering to the online world so security concerns, such as KYC via the omni-channel, or a mobile account already registered, should solve most when it comes to problem players that need flagging or protection. 

Looking at operator controls, the CEO believes that they should expect responsible gaming limits to be copies of what the sector already has, such as deposit limits and time-outs. 

“How this evolves in the future is a different question,” he noted. “I believe the regulator has plenty of scope to monitor such a world via tech and algorithms to identify problem behaviour. 

“However, that means that the regulator would need to be the most tech savvy out there, creating a piece of code (for example) that can be integrated into each operator’s operation, and in turn, flag and block accounts once negative patterns are flagged.”

Rounding off the metaverse conversation, Kornilov believes the digital landscape has a “huge potential” and stressed, as it stands, the sector can not devine its potential. 

He concluded: “No-one knows how far this technology can go, or indeed the appetite for mainstream adoption, so can’t be quantified at this point.  

“In principle, you’ll have two types of companies that set out in this space. The pioneers/early adopters who will learn from trial and error and create the first viable working products. You’ll then have the larger companies which will then acquire the smaller, more agile winners who will have learned from this process. This is the same with any new tech. 

“I’m hugely confident the metaverse will work – there’s going to be surging demand across both VR and online casino in the years to come – get it right, and you’ll be onto a winner. But again, as this industry doesn’t exist yet, I can’t say how big those winnings would be!”

The post Regulators will be ‘using pen and paper’ to take on the metaverse appeared first on CasinoBeats.

With more states opening its borders to online gambling, we asked our members if the online casino vertical can exist alongside its land-based counterpart. 

We asked: In the US, can the online casino vertical co-exist with its land-based equivalent?

On the subject, Bryan Upton, founder and director at Lucksome, believes that both online and land-base are already working in tandem in states which have recently opened for online casino stating “things are more nuanced than meets the eye”. 

He explained: “Currently the demographics between US land-based slots players and online slots players are different even if there is some overlap. The kind of games being offered varies a lot more than in land-based with it increasing with the “US Gold Rush,” lower barriers to entry in online game production and much more opportunity to experiment.  

“Perhaps though, most importantly, the experiences are totally different. The reason people go to their favourite restaurants and pubs is the same reason people go to their favourite gaming establishments. The familiar faces, sights, smells (maybe), the lights, the huge screens, the seating and of course their favourite games, it’s a full sensory experience.

“Online casino can supply some of that world, but what it falls short of in those creature comforts, it makes up for in a wider variety of gaming experiences, better payback (in most places), speed, convenience and on demand accessibility.  

“In my days at IGT I was a great believer in omnichannel gaming experiences, you just have to look at other markets where omnichannel play has been present for some time, Canada being a correlative market to the US, or look at what Blueprint has done in the UK with its retail and online games portfolios overlapping.  

“Here you see that it’s possible to have these channels more than co-exist but be part of a growing and more complex gaming ecosystem that satisfies different player motivations for participation.”

Offering a similar view, Razvan Haiduc, CEO at Armadillo Studios, expressed that land-based and online offer “different experiences” with one centred around a “quasi-social experience” on the casino slot whilst the other is “more private, more personal”.

“To draw a parallel – it’s similar to cinemas versus streaming,” Haiduc remarked. “The cinema offers a premium experience. It’s usually a social affair that requires planning and extra expenses to be worthwhile. Streaming on the other hand is content on demand – it’s pure, undiluted entertainment. 

“Sure, you do not get all the bells and whistles like a cinema evening would offer, but you do get all the comfort of watching Netflix in your pajamas on a stormy evening and all the flexibility of being able to pause, change shows or simply stop at any time. They each have their role and are not mutually exclusive.

“I do not see land-based being replaced by online any time soon, however I do see land-based casinos transforming to be less about the games and more akin to theme parks, where the myth of the casino can be properly explored and enjoyed. Online will become the norm, the everyday thrill and the occasional indulgence.”

Echoing both Haiduc and Upton, Alex Korbilov, CEO at Betegy, noted that both entities offer two different types of customer, resulting in completely different profiles. 

He stated: “In my view – these customers can co-exist, and if anything, represent an opportunity to upsell new opportunities, taking a land-based customer to online and vice versa. 

“When it comes to the US, we all know the casino experience is one-of-a-kind – it’s part of a trip, where you pay for services on travel, as well as enjoying everything that comes with life around the casino – meaning it’s a whole different story. 

“Complementary services and drinks keep players in the land-based environment when they’re there – and it’s very much seen as a holiday. Online of course, is a place where you’re there to spend money on gaming and nothing else.  

“So, assuming you possess an omnichannel platform, then it would be best to aim to move those customers across that channel, rather than solely focusing on keeping them at their entry point. Both have chances to promote across each of their channels – which offers the opportunity to persuade your players to give ‘the other side’ a try. 

“A great example of this would be to give your online players the chance to have VIP treatment at a land-based casino, giving them the incentive to experience another dimension of gaming in a very different environment. 

“Such perfect coexistence is very much attainable, and it should mean that you should be able to convert your customers across every channel, because these are, in effect, two different activities. 

“If you get it right as a major operator group – then your holy grail will be to move a player from your online brand to your offline land-based brand, which means you retain them across your entire ecosystem.”  

Another one of our members, Victor Araneda, chief business development officer at Gaming1, agreed on both online and land-based coexisting within the US, yet noted both must collaborate from a technical and operational perspective if there is to be a mutual benefit – which he believes is the challenge. 

“This question was of the utmost importance for Gaming1 in the design and development of our platform,” Araneda highlighted. “We’ve always considered our heritage as land-based operators to be the foundational piece of our technology, and one that has allowed us to deliver a true multi-channel experience. 

“For this reason, we’ve dedicated significant resources over the past decade in ensuring that our igaming and sports betting platform allows for tools and features that can function across every betting point whether land-based or online. 

“This means that not only is land-based business protected, but it also allows us to leverage the full possibility of online. This can be achieved by developing omnichannel technology that can always put the player experience first: content management, promotional convergence, joint loyalty campaigns – these are just a few parts of a large breadth of opportunities that help enhance that relationship. 

“We know this is also a priority for all our international joint venture partners as they are themselves casino operators. This is also the case for the US with our partners at Delaware North. 

“In my view, it’s all about the omnichannel technology and the ability to serve just as seamlessly across every touch point. Get that right, and you’re on to a winner.” 

Adding to Araneda’s argument, Brandon Walker, head of USA at Amelco, stated that both can co-exist as the two “complement each other”.

He asserted: “People who go to a casino for that land-based casino experience now also have the opportunity to get a similar experience from home – which is a win for both. 

“I also have no doubt that the innovation we are seeing right now, and the way things are going with VR and other advanced tech, means players get closer and closer to experiencing the real deal from the comfort of their couch. 

“It’s not taking away the magic of land-based – people will always want to enjoy bricks and mortar locations in real-time. Being in a casino and getting the full experience, staying at the hotel, and all the glitz and glamour that comes with it is all part of the land-based appeal, but you also have people who have become accustomed to betting at home and getting the Vegas experience from their living room. All this is possible with mobile right now, and it’s almost recreating the real thing.  

“The online experience will not detract from the land-based market. On the contrary, it contributes to it: it’s all about the omnichannel experience. It’s not a convenience thing, entertainment is all now at everyone’s fingertips, everything’s instant – and if you can’t enable it for gambling, you’re going to fall behind. The demand for this is palpable, and we have to deliver it.”

Vladimir Malakchi, Evoplay’s CCO, was insistent in his response stating that co-existence is “absolutely normal”, stressing that both are not competitors but rather “complementary components of one whole.”

“Offering 24/7 availability and the ability to play anywhere, online of course offers a larger range of products and a variety of gaming options,” said Malakchi. “This tends to diversify the gaming experience, but it cannot replace the atmosphere and feeling of enjoying the live experience in an iconic Las Vegas casino – which has arguably been a US tradition for close to a century. 

“Online has plenty of advantages of its own – enabling the attraction of new, younger audiences of players, in particular those who are introduced via sports betting, Esports and the like – which is of course a great win, as it offers the opportunity to cross sell to both casinos online and offline. 

“If there’s one thing we’ve learned from the pandemic – it’s not to put all your eggs into one basket. Focusing only on land-based comes with inherent risks, and the future of co-existence should be about servicing the entire omni-channel. 

“For example, when physical casinos closed, online gambling supported the total industry’s profitability and covered the missing share by growing by 200 per cent and reaching over $ 2.5bn. Given that we were only talking about seven states at the time, which currently held only 20 per cent of total share, there’s no reason to see that revenue grow exponentially by 2023. 

“Co-existence is all about working in tandem and serving both sides of the coin to find the optimal solution of both – the more successful we are as an industry to serve and adapt both sides, and indeed two sets of customers – then the result can only be positive.”

Launched to give a voice to the industry on a range of key issues, the CasinoBeats 100 Club tackles the tricky questions and shares members’ views across the CasinoBeats network. Have your say by joining the 100 Club.

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Enhancing the operator’s retail delivery, the deal will see Betegy power content generation across all marketing points throughout Tipico’s German and Austrian retail state, including self-service betting terminals and display screens. 

Commenting on the deal, Alex Kornilov, CEO at Betegy, said: “Tipico is a huge operator in Germany, and we’re thrilled to sign this agreement that will see us provide our leading marketing solution across its entire German and Austrian estates.

“It is a hugely exciting project as we look to bring tangible value to bettors in every corner of the country, as well as further strengthening our ties with our long-standing partner – we can’t wait to start showing just how much is possible.”

Within the deal, all displays will be controlled via a singular Betegy-constructed platform, which allows Tipico to instantly generate and adjust all visual content and therefore engage players more than ever before.

Moreover, the partnership between the two will allow Tipico to take “the next step forward” in its retail marketing operations across its 1,200 plus German and Austrian betting shops.

Kajetan Strini-Brown, head of acquisition marketing at Tipico, added: “Betegy’s impressive products have allowed us to increase the speed and scope of our retail marketing efforts.

“Having this throughout every retail betting point in Germany and Austria is an amazing improvement in our retail customer experience, and we’re excited to see the results!”

The alliance follows important commercial agreements signed by Betegy, most recently including ESTV, FTN Network, PokerGO, Germany’s Tipico, as well as Parimatch, and Coingaming.io.

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In the section part of CasinoBeats‘ latest roundtable, Maria Luisa Malfasi, business development manager at Esa Gaming, Ciara Nic Liam, commercial director of gaming of Betsson Group, and Alex Kornilov, CEO and co-founder of Betegy, continue the conversation by looking at what events beyond sports also act as an igaming driver, as well as if retention continued beyond the summer.

CB: What other phenomena, beyond of sporting events, act as a driver for online casino?

AK: Looking at the broader picture, topical content is always exciting. If you have a branded game and a new iteration of the series comes out, or more instalments are added, people will gravitate back to it as it is current, and ‘hot right now’. Of course, there’s plenty that can also be done to add further layers of engagement, or indeed, gamification. Obviously, we see this most clearly with sport, but it can occur around any event, reunion or anticipated pop-culture occurrence.

At a more granular level, looking at engagement and acquisition drivers, you need to go all-in if you want to do well – and there are no half-measures with the modern player. First off, you need to generate multiple creatives each week that are unique and can ensure that you provide an incentive for players to want to get in on the fun. 

“Online gambling is full of peaks and troughs”

Ciara Nic Liam, commercial director of gaming of Betsson Group.

In my view, you need to provide a world that entertains and provides the same escape from reality that video games, and indeed casino, can provide, especially when it comes to having fun at the end of the day. Just as we’ve seen over the last 18 months, whether it’s Netflix, Prime or any major casino site, players want ‘snackable’ content that they can enjoy over the course of an evening. 

MLM: Holidays and seasonal variances in gameplay affect the number of people betting on sports and consequently playing our games. The return of major leagues is naturally driving more people back to their favourite site and we can see a spike in activity when seasons start.

CNL: Online gambling is full of peaks and troughs. It has the regulation of the pharmaceutical industry, a technical infrastructure that rivals online retail, the KYC requirements of banking, the volume of a large forex company but also the volatility of crypto.

Outside of big sporting events, the gambling industry is also massively susceptible to seasonality, payday cycles, major holidays and of course, for large bookmarkers, their sports margin itself.

It is hard to believe, but the turnover in a lot of casinos is largely influenced by the outcome of the sports events the customer bet on earlier in the day, not just whether or not there is a sporting event on.

“It all boils down to segmentation and personalisation”

Alex Kornilov, CEO and co-founder of Betegy.

CB: Did you see retention carrying through between summer tournaments and the return of the major sporting leagues?

CNL: With such a large summer of sport, retaining our customers through the much shorter gap in the football calendar was much easier this year. This has meant greater retention of customers leading into the new domestic seasons and international fixtures.

We also worked hard with our CRM tools and calendars to ensure that through the shorter break we offered interesting and appealing offers to our customers.

AK: For sure, and I’ll explain why. It all boils down to segmentation and personalisation – these are, in effect the key to retention in today’s world, and it’s the same for any tech product. Just think of the Amazon example – players need to be offered exactly what they’re interested in, and it all comes down to the quality of data you have. 

If operators crack this and get their segmentation right, then they’re almost there. The last step, following the data, is all about the marketing. If this can be automated, and customised campaigns can be delivered – something we are true experts at doing – then B2C CRM can suddenly become a very enjoyable experience for the player, as they’re delivered offers and engaging features that are exactly in line with the values that they resonate with most.

MLM: The Euros this summer is our first experience of having our games live with a major tournament. The signs are certainly positive, but from our perspective, I think it’s probably too early to say. 

Last year we launched our first sports-themed Mine Series title, featuring football gameplay, whereas we will shortly have other games which will capture the imagination of those betting for the first time or perhaps crossing over to games from sports betting. 

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