Ahead of the nation launching a regulated sports betting and gaming market next year, Delasport’s team of over 400 employees have been advancing the supplier’s products to ensure they comply with the local regulations. 

By working with GLI, the certification lab that has been approved by the Brazilian Ministry of Finance, Delasport will aim to meet required measures to comply in terms of certifications, data vault integrations, payment providers, KYC and AML procedures. 

The supplier confirmed that it is fully-certified against GLI-33 and GLI-19, two standards that have been demanded by Latin American regulators and are likely to be required in Brazil once its regulated market launches. 

Delasport CCO Filippo Ferri commented: “Delasport stands on a solid foundation of experience, supplying tier one, tier two, and tier three operators in highly regulated markets globally.” 

“This makes Delasport fully equipped to assist operators navigating complex platforms or adapting to modern jurisdictional requirements, such as Brazil’s.”

Additionally, Delasport is currently in the process of submitting its platform for certification against Brazilian technical standards, while also claiming to be “advancing rapidly” through data quality testing of its integration with the SIGAP Datavault system. 

Once Delasport has met the requirements to enter the nation, and once the market has been launched, operators in Brazil will be able to benefit from its platform’s range of personalisation features such as My Sportsbook, My Event Builder, My Combo and My Casino. 

The supplier has revealed partnerships with numerous PIX payment system operators and lauded its real-time AI-powered RG system, which it suggested ‘can easily adapt to local regulations’.

In addition to Delasport, other online casino suppliers will also benefit from the company entering Brazil, as its network of supplier partners will gain increased exposure throughout the nation via its aggregation service. 

Rosaire Galea Cavallaro, VP of Business Development at Delasport, added: “It’s a great privilege to enter such a vast and exciting market with the confidence that we’ve gained at Delasport throughout the years. 

“We’re looking forward to seeing our product in action in a new territory, achieving and maintaining solid margins for our partners, keeping the record of having double digit margins in sports betting and helping them scale with ease in both verticals to generate maximum revenue for their brands.”

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Gevorg, can you tell us a bit about your background and how you got into sales?

My career began in the tourism industry, where I started as a sales manager and later progressed to the role of CEO at a travel agency. Throughout my time in the tourism sector, I discovered a passion for connecting with people, understanding their needs, and delivering solutions that exceed their expectations. This experience laid the foundation for my transition into the dynamic world of igaming. 

The fast-paced nature and innovative opportunities within the igaming industry captivated me, prompting me to join Digitain as a sales manager. In this role, I found fulfilment in showcasing igaming products, and forging strong partnerships. The excitement of the iGaming sector fuels my enthusiasm for sales, allowing me to leverage my communication skills and passion for meeting people to drive success in this ever-evolving industry. Joining Delasport was a great opportunity to apply my skills in a highly innovative and fast-growing company. My journey has been exciting and fulfilling, and I’m proud to be part of a team that consistently drives success.  

What motivated you to take a sales role at Delasport? 

It was Delasport’s innovative approach and strong regulated market presence. I saw an opportunity to be part of a forward-thinking organisation that values growth and excellence. The chance to work with a talented team was also a significant factor. I was excited about the challenge and the potential to contribute to the company’s success in a meaningful way. Another factor is that this move widened my career exposure, allowing me to transition from a local company to an international one.   

What makes Sales in the igaming industry exciting to you? 

Sales in the igaming industry is particularly exciting due to its fast-paced and ever-evolving nature. The constant innovation and advancements in technology keep the market dynamic, providing endless opportunities for growth and creativity. Additionally, the global reach of the industry means we get to interact with a diverse range of clients and markets, each with its own unique challenges and opportunities. This diversity keeps the work fresh and stimulating, and the competitive landscape pushes us to continually refine our strategies and stay ahead of trends.  

What skills do you think are essential for a successful career in sales? 

For a successful career in sales, several key skills are essential. Primarily, effective communication skills are crucial. Being able to clearly convey ideas, listen to clients’ needs, and build relationships is foundational. Secondly, strategic thinking and the ability to analyse market trends and data are important for identifying opportunities and making informed decisions. Additionally, resilience and adaptability are vital in navigating the ever-changing market landscape and overcoming challenges. And lastly, having a customer-centric approach and a genuine passion for helping clients succeed will drive long-term success and satisfaction in a sales career.  

How do you continue to grow and develop your skills as a salesperson? 

Continuous learning is crucial in sales. I make it a point to stay updated on industry trends and advancements through regular training and professional development courses. Networking with peers and attending industry events also provides valuable insights and new perspectives. Additionally, seeking feedback and reflecting on past experiences helps me refine my strategies and improve my performance. 

What does it take to convince a partner from a brand-new regulated market to choose Delasport? 

Convincing a new partner to choose Delasport requires a strategic and tailored approach. Firstly, it’s essential to demonstrate a deep understanding of the specific market’s regulations and dynamics, showing that we can navigate and comply with local requirements seamlessly. Highlighting Delasport’s proven track record of success in other markets and showcasing our comprehensive and innovative solutions can build confidence in our capabilities. Building a strong, trust-based relationship through transparent communication and by addressing any concerns or questions promptly will also be key to securing their partnership.  

What trends do you currently see in the iGaming industry when it comes to Operators’ and players’ goals? 

In the gaming industry, we’re seeing a significant emphasis on player personalization and gamification. Operators are increasingly leveraging data-driven insights to offer tailored experiences that cater to individual preferences and behaviours. At Delasport, we excel in this area, with our advanced technology allowing us to deliver customised promotions, recommendations, and rewards that resonate with each player. 

Additionally, we’re leading the way in offering content beyond the traditional sportsbook, with a range of unique features that set us apart in the market. Our commitment to innovation and providing an immersive gaming experience ensures that both operators and players can achieve their goals of engagement, enjoyment, and success.  

What makes Delasport the place for you to thrive? 

Delasport fosters an environment of innovation, collaboration, and continuous growth. The company’s commitment to excellence and its forward-thinking approach aligns perfectly with my professional values and aspirations. Being part of a team that is dedicated to pushing the boundaries of the igaming industry provides me with the challenges and opportunities I need to thrive and succeed.  

What do you think will be the igaming trends of the future? Five to 10 years let’s say. 

Predicting future trends in igaming five to 10 years ahead involves some speculation. However, considering current paths and developments, it’s possible to identify several trends. We can anticipate further advancements in technology, particularly in areas like virtual reality, which could revolutionise the gaming experience. Additionally, the integration of AI is likely to become more prevalent, enabling even more personalised and immersive gaming experiences. Furthermore, as regulations continue to evolve, we may see increased global harmonisation and standardisation, facilitating market expansion and innovation. And finally, the rise of esports is expected to continue, with these sectors likely to play an increasingly significant role in the iGaming landscape. Overall, adaptability and innovation will remain key as the industry continues to evolve and expand. If you’re also attending iGB L!VE Amsterdam, you can book a meeting with Gevorg – here and explore the innovative opportunities your iGaming business has when partnering with an expert team such as Delasport’s.

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As a result of the collaboration, Ocean88 has outlined ambitions to bolster flexibility and control through forming its own unique front-end using Delasport’s API. 

Delasport’s VP of Business Development Rosaire, Galea Cavallaro, commented: “We have strengthened our Casino products remarkably in the last year and we are proud to say that it is the best casino out there. Ocean88 brand players will soon enjoy a superior casino experience boosted with cross-providers jackpot, in-game quick deposit on mobile devices and more.”

At the heart of the partnership is Delasport’s ‘My Casino’ – a personalisation feature enabling players to tailor their lobby so that they can start playing a preferred genre or a specific game directly upon entering the website.

Ocean88’s CEO David Bufton, added: “We looked for a partner that can assist us with all product aspects and support us with our will to differentiate in the markets. Delasport’s solution comes with a full API suite that allows us to develop our own front-end and fully control the UX.”

Furthermore, the collaboration will also tap into the Hot and Cold categories, which elevates personalisation and the user experience for players further.

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The first of Premier Gaming’s brands to benefit from adding Delasport’s signature Plug & Play Sportsbook iFrame to its website is Pronto Casino, which operates in Sweden.

This latest sportsbook-related deal is the latest in a long line of partnerships agreed by Delasport since the beginning of the year, with more agreements soon to be announced, said the supplier.

Delasport CEO Oren Cohen Shwartz welcomed the development, saying: “Premier Gaming is a strategic partner that we’re proud to work with. Both companies share the same values and strive to offer innovative igaming products that are compliant and loveable by the players. 

“Delasport’s strategy to go beyond content and offer a higher betting experience to players has proved beneficial. This approach represents a huge advantage in the Swedish market, where operators can only give a welcome bonus: with Delasport’s solutions they can offer their players high-end personalisation, unique ways to bet and much more.”

Premier Gaming CEO Thomas Kalita added: “I am very pleased that Angler Gaming plc fully-owned subsidiary Premier Gaming has signed up a premium sportsbook supplier for the Swedish market for its Pronto brands. I believe this innovative product perfectly fits our Swedish market strategy. We aim to have this sportsbook offering by our Pronto brands going live in Sweden in time for the UEFA EURO 2024 final tournament in mid-June.”

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Barra brings significant experience having previously spearheaded leadership ventures with several global B2B companies. Key to the appointment, Delasport will aim to strengthen its entry into a number of new key jurisdictions by utilising optimised sales strategies and enhancing existing client relationships. 

Delasport’s CEO, Oren Cohen Shwartz, stated: “Antonino brings a wealth of experience and a strategic business vision to regulated markets and that aligns perfectly with our growth objectives. 

“We are growing fast in regulated markets globally and onboard new partners every month, so we are confident that with Antonino’s skills and experiences, our sales and business development efforts will reach even greater heights.”

On his appointment by Delasport, Barra commented: “More and more regulated operators trust Delasport as their partner, and it is an honour to join the company.

“Delasport has amazing igaming solutions and an excellent track record, so my job to continue the company’s expansion in regulated markets will be exciting, and I’m confident the results will be visible in no time.”

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Before joining Delasport, she held numerous leadership roles at some of the biggest companies in the field, including director roles at DraftKings/SBTech. Here she discusses her new role, her beliefs and some predictions for the igaming sector.

CasinoBeats: How do you plan to incorporate your vast experience in your new role as SVP Operations and Customer Experience at Delasport?

Gergana Kaneva: Having been on all sides of the business is extremely helpful when taking on such a responsible role. Due to my experience, I’m now able to think from all angles and points of view and craft a strategy that is satisfactory to operators, players, and us, as a supplier. Throughout the years, I’ve seen the importance of treating customers and partners with the individual attention they deserve, and since this is a huge part of Delasport’s values, I’m confident I’ve found my place.

CB: What does a day of an SVP Operations and Customer Experience look like?

GK: Meetings, task organisation, strategising, and coffee breaks to keep my mind sharp. I try to make sure on a daily basis that we’re providing the best service possible, so often I personally talk to our customers and request feedback on their satisfaction level and what they’d like to see implemented.

Thankfully, my team is extremely talented and hardworking, so I don’t need to micromanage. I make sure to touch base with them and spend quality time together even outside of work. And one more thing I’m grateful for, we find the time to have fun at the office. I love the fact that we don’t let the serious essence of our work affect the fact that we’re also great friends.

CB: What have you found to be key in ensuring good customer experience in a B2B environment?

GK: Individual attention, proactiveness, being present, active listening, and good processes in place. When talking to a person who represents a whole business, you’re indirectly talking to hundreds, sometimes thousands of people.

The key is in the combination of a confident approach with data and facts – being as rational as possible – and empathy towards all parties involved in the process.

And the process itself is also an integral part of a successful partnership. If the customer sees chaos in our systems, they wouldn’t be willing to trust us with their business and data. This is why I’m very content and proud of the polished processes we have in place at Delasport.

CB: What efforts does Delasport make in providing excellent customer experience?

GK: We strongly rely on our client management capabilities. We offer end-to-end personalised client experience, starting with a dedicated onboarding team and project management assigned, working on the specific need of the client according to integration type and software solution offered.

The client is then transferred to our operations team and a dedicated account manager who continuously takes care of all their needs. Those needs vary. They can be technical and operational, trading support, performance analysis and improvements, upgrades, and many more.

We also have 24/7 support for all production-related cases, both technical and trading. 

Another key effort we make is in the form of regular communication with established flows. We have a habitual approach to supporting the ongoing lifecycle of the client.

And last, but not least, we regularly conduct proactive security reviews and improvements, send notifications and provide incident reports and measures for prevention.

CB: What sets Delasport apart from other igaming suppliers in your opinion?

GK: I would say ‘many things’, but in order to be concise, I’ll point out two of them for now.

The first one is our strive for innovation. We keep thinking of ways to help the businesses that choose us to differentiate in their highly saturated markets. Since everyone in igaming has access to the same content (games and sports fixtures) right now, we’ve come up with ways to provide operators with an edge: personalization features. 

Our flagship suite – My Era – provides three key innovations: My Sportsbook, My Event Builder, and If Bet. With them, we prove that operators shouldn’t be afraid of giving control to their players but should see it as mutual empowerment. Nobody knows what players want better than the players themselves. This is why the feedback we’re receiving about our personalization tools is incredible.

The second thing is the fact that we’re growing with incredible speed, but still maintain a personal approach. We treat customers as individuals before anything else.

CB: What are the core values you base your professional decisions on?

GK: One of the values that drives my professional decisions is order. When you manage even a part of structures and processes as large as Delasport’s, you need to have great organisation in place to not feel like you’re about to lose the ground under your feet. Order keeps me calm and provides me with the headspace needed to do my job in the most efficient manner possible.

Another of my core values is loyalty. I believe mutual trust is a key component to a meaningful life and being loyal is an integral part of this process. Lastly, I would mention one more value I hold highly – kindness. Not losing the human face, being kind, and a nice person in general is a priority both in my personal and professional life.

CB: Where do you see the igaming industry heading in the near future?

GK: I know a lot of people believe that AI is the future. Yes, AI, machine learning, and algorithms are certainly here to stay, but the igaming industry needs a radical change towards treating players as the individual people they are.

We intend on achieving this by providing them with more control over what they see and how they bet as well as protecting their well-being with numerous tools to ensure they’re playing safely.

Responsible gaming is becoming more and more important in the times we live in and compliance with the respective laws is essential. As professionals in igaming, we need to have peace of mind, knowing we’re strictly providing entertainment and being responsible to people at risk.

It might sound like I’m speaking only about the future of Delasport, but I’m confident most of the industry is going to follow our lead in these efforts.

The post Delasport’s Gergana Kaneva: being people-first is the key to success in igaming appeared first on CasinoBeats.

You’ve recently joined Delasport, with vast experience in the igaming industry. What’s your vision and strategy for your new role?

Indeed, my experience in the igaming industry is over 15 years now and is primarily in product positions with platforms (PAM) as a focus. My vision is to enhance Delasport’s platform product offering across new and existing markets and jurisdictions.

Additionally, I’ll make sure to cement Delasport’s status as an industry-leading one-stop-shop B2B solution through our cutting-edge sportsbook solution. The company already has a stellar reputation, so my strategy is to build on that and offer a platform that will benefit both operators and players.

What would you point out as the main strengths of Delasport’s platform?

In the first place, Delasport’s platform is a comprehensive one-stop-shop management system. It truly covers all operational activities across any channel and product. The platform aims to save operators’ money and time by automating various operational capabilities and ultimately to increase profitability.

Then there is the ‘Orbit’ back office. It allows operators to manage all aspects of their igaming business: player and VIP management, KYC, sales and marketing, communications, payments, wallet, bonusing, risk and fraud, regulations and responsible gaming, affiliate management, content management and reporting and BI.

For us, it’s key to be reliable. We’re glad that operators who use the platform already know they can fully rely on our payment and bonus engines, as well as our anti-fraud and AML systems, and everything that goes into such a complex solution.

How do you tailor the product roadmap when working on something as big as Delasport’s platform?

Listening to our customer’s needs is key. Our product roadmap represents our unwavering commitment to them. We value our partnerships and support our customers as they grow their businesses. At the same time, we do not lose sight of our overarching vision, which is to provide a best-in-breed igaming product by adding new innovative features, supporting new markets and regulations and providing a secure, robust and scalable solution.

Yes, as industry experts we know what a great platform should include, but igaming is a dynamic and fast-developing field, so the best way to stay ahead is to be fine-tuned to what operators and players have to say. We value the fact that by default our customers are incredibly smart and usually very savvy people, so we listen carefully and make sure to provide the best experience on the market.

What would you say to operators who are looking for a new platform, but are hesitant to take the leap?

The benefits of a new and more adequate platform for their business needs far outweigh the risks and downsides of the migration process if done right by professionals like Delasport’s team. We know operators usually fear the migration process as they worry about the potential impact on their day-to-day operations and business in general.

At Delasport, we not only provide an industry-leading platform that can accommodate any business operations, but we also put potential operators’ minds at ease as we offer an easy and seamless transition with little to no friction to players.

The downtime is minimal and done at an almost undetectable moment for the player. This is where the combination of great technology and vast experience makes all the difference. A recent case study is a complete migration we did for FansBet. They were looking for a smooth transition to a new and stable platform where they could scale up their operation. We were able to fully migrate them with service downtime of less than two hours.

How do you guarantee the safety and confidentiality of user data that goes onto and through Delasport’s platform?

At Delasport, we value security and privacy and therefore apply a multi-layered approach to guarantee the safety and confidentiality of user data.

First, we apply separation on the infrastructure layer, where each operator has their data segregated from other operators. Second, we apply separation on the application layer, where information is available based on user roles.

To ascertain our security control, we periodically conduct penetration tests to make sure our system is held to the highest standards. In addition, we are fully compliant with GDPR.

GDPR is essential, but what about all other regulations and jurisdictions? Can operators feel safe utilising Delasport’s platform?

The platform was built with future expansion in mind, with an emphasis on regulated markets.

As mentioned above, it provides standard measures for regulatory compliance such as responsible gaming tools, KYC, fraud and AML capabilities.

In addition, we have a robust reporting suite which provides the regulatory reporting needed. We tailor our existing offering to answer any requirements when a customer is expanding into a new regulated market. This way we allow for quick time to market for any desired jurisdiction.

And what about operators who can’t or don’t want to deal with all the operations that go into running an igaming business? How can Delasport support them?

For operators who do not possess the expertise or the desire to manage the day-to-day aspects of running an igaming business, we provide a fully-managed services solution. This includes CRM, VIP management, payments and payout management, customer support, casino management, anti-fraud, KYC, AML and responsible gaming. 

Utilising said services allows for quick time to market, lower overall costs and a competitive edge in the crowded igaming space. The operator can entrust these and more to our team of hand-picked experts. This way said operator is able to focus on what matters just as much – attracting and retaining players. We help every step of the way: from entering a new jurisdiction to scaling along a well-functioning igaming business.

How can operators get to know their players better when using Delasport’s platform and use this information to retain them?

Our data-driven approach allows each customer to have a unique and dynamic gaming experience. Nowadays, personalisation and tailored experiences are key. At the same time, this approach enables operational teams to build a bespoke strategy per customer segment. Such a strategy usually includes targeted promotions and upselling to relevant sports and markets.

Unique experiences are achieved via our in-house data modelling which is based on player geolocation, gaming favourites and gaming behaviour on our platform. We’ve made sure to take personalisation to heart because, in the times of artificial intelligence and chatbots, the personal approach and freedom to customize can be a game changer.

What’s next for Delasport and its platform? How are you looking to stay a step ahead of the competition in terms of what you offer?

The next natural step is to leverage new business partnerships for further expansions to new regulatory jurisdictions and new markets as a B2B turnkey provider. To preserve our leading position in the igaming business, we will continue listening to our customers and leverage our extensive in-house operational experience to create the most appealing one-stop-shop solution available.

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Sharing his views on the topic in an interview with SBC, he believes it’s not just a matter of translating text and calling it a day. Players need to feel that their operator is making the effort to not just personalise the content that they interact with, but goes above and beyond to tune the product and services to their specific needs. And, while localisation in online gambling itself is not new, it’s the way that operators handle it that makes all the difference.

CasinoBeats: Why is localising products and services important?

Oren Cohen Shwartz: The core of each successful operation is its players, therefore providing the most relevant content and services to them is crucial. In recent years, B2C organizations are expanding their businesses globally to increase their revenues and avoid being overdependent on a single or few markets. Moving globally is important but it must come in parallel in terms of localisation, content and services.

For instance, think about the processes for payment methods, customer support, KYC and player verification, sports, and gaming content. Some markets may have stricter verification rules where players must provide identification documents before playing, while in other areas, ID verification is only required after first deposit. These variations should be taken into account during localisation efforts to ensure the best possible player experience.

CB: What about technological challenges?

OCS: Operators need to think about the technological landscape and internet availability of the markets they are entering.

In regions with less robust communication infrastructures such as Africa and LatAm, operators will need to provide more lightweight versions of a website and support specific web browsers. They will also need to cater to those using slow internet connections – especially when you consider that many households in these regions do not have computers and use mobile devices for most of their digital life. 

In African markets, players tend to place micro bets on combo tickets and may bet several times a day. These betting characteristics require special considerations when it comes to hosting and computing power to handle the bets and numerous combo bets settlements.

CB: What approach does Delasport use for igaming localisation, and how do you stay up to date with the latest developments in this field?

OCS: As a B2B company we need to serve our licensees with the most relevant product, content, and services in order to assure they are on top of their game in each market. We analyze each market’s requirements, compliance obligations, casino and sports content, betting behavior, payment methods, customer support, AML procedures, KYC, player engagement tools, and more. 

After the analysis we adjust the missing functions, if any. After launching in the best possible way our products and services in a market we are not resting on our laurels. It is an ongoing effort as market needs change over time.

CB: How do you adapt your localization strategies for different types of igaming products, such as casino games or sports betting?

OCS: Customised strategies are necessary for various igaming products, depending on their type. For instance, sports betting may demand greater emphasis on local sports jargon and betting regulations, whereas casino games may need more cultural adjustment. Just look at odds formatting: Bookmakers in Britain and Ireland provide fractional odds, which are also referred to as traditional, UK, or British odds. On the other hand, decimal odds, also known as continental, digital, or European odds, are prevalent in Canada, New Zealand, and Continental Europe.

CB: How do you ensure that your localisation efforts are aligned with your overall business goals and strategies?

OCS: While localisation is essential, aligning it to business goals, budgets and resources is just as crucial. We are making sure that the company-side infrastructure is able to support it, not just in the short term but in the long haul. At Delasport, we field this by involving stakeholders from various departments, including marketing, product development, and customer support to ensure that such efforts are integrated into the broader business strategy.

CB: How can igaming suppliers keep things consistent across so many specific experiences?

OCS: Clear brand standards and message frameworks that serve as a basis for localisation efforts should be established by igaming firms to strike a balance between the requirement for consistency and the demand for customisation and personalisation. Using data analytics and machine learning may also assist in identifying player preferences and habits in various countries, enabling more specialised and focused localisation efforts while upholding brand messaging coherence.

CB: Where do you see localisation heading?

OCS: Localisation will continue to play a crucial role in reaching and engaging with players in new and existing markets. The focus will shift towards providing more personalised and targeted experiences for players, leveraging data analytics and machine learning to understand player preferences and behaviours. Recent development in open AI has the potential to transform the way we localize content in igaming. One possible way may be that the slot game symbols will be dynamically changed according to player culture or preferences.

The post Delasport’s Oren Cohen Shwartz: Going global? Be local appeared first on CasinoBeats.

Focusing on establishing solid player bases in South America, Canada and Asia, LynxBet aims to deliver a “new world of entertainment for players worldwide” inspired by the growing influence of the metaverse. 

Jeremy Taylor, JNS Gaming CEO, stated: “Following months of hard work behind the scenes, re-introducing LynxBet to the marketplace after partnering with Delasport is an exciting moment for JNS Gaming. 

“We understand how competitive and saturated the igaming industry is, which is why we devised an immersive platform that offers something alternative for players to explore. 

“We want to build a player experience and brand that stands apart from the hundreds of white label operations and with their fantastic product, strong roadmap of innovation, and great reputation, Delasport shares in this philosophy. 

“Simply put, JNS Gaming is an igaming start-up like no other. We are very ambitious and truly believe that our unique user journey will captivate players worldwide. Over the coming months, we will be revealing more developments that will illustrate our desire to propel LynxBet to new heights.”

To target the aforementioned markets, the collaboration’s ‘Land of LynxBet’ front-end will place an emphasis on localised service, offering customer support in a range of languages via email and live chat as well as localised payment methods for each jurisdiction.

Regional teams have also been established in a bid to create a “more personal player experience”, further impacted by plans for significant marketing investment and partnerships with local brand ambassadors, set to be announced in the coming months.

Oren Cohen Shwartz, Delasport CEO, added: “We are very pleased with going live with Lynxbet. We are cementing our position as a global leader in sports betting and casino solution providers. 

“I am sure that Lynxbet players will be happy to engage with a modern, personalised and unique betting experience; and that our partnership will be fruitful.”

The post Delasport and JNS Gaming announce Lynxbet relaunch appeared first on CasinoBeats.

Personalisation in igaming is an important factor that can have a major effect on a player’s experience, sometimes being the main difference between an engaging interaction and a frustrating one. In a world where many operators have the same content, standing out is becoming increasingly challenging, as is retaining customer loyalty. Personalisation is not just a buzzword or marketing hook for operators: it needs to be a culture.

Expectations are high

From web to mobile and in-person interactions, consumers now view personalization as the least a competitive company can do to earn their business. A large proportion of consumers expect companies to deliver personalised interactions and are often surprised and disappointed when their homepage or feed is broad and irrelevant to their interests. And, with the sheer amount of choice out there today, if consumers don’t like what they see, changing their service provider is no big deal.

In sports betting terms, let’s consider a sports bettor who often bets on Arsenal’s games. After logging in, they should be taken straight to an Arsenal fixture event, with a pre-filled betting slip waiting for them, generated based on their previous behavior. Through something simple like this, their journey is immediately simpler, faster and more intuitive. And, as a result, the operator creates a system that gets the bet made faster, as well as a customer that is more likely to come back.

The igaming industry must keep pace. Other industries have had personalisation for some time. For example, Netflix and Spotify curate content based on customer preferences and display it front and center after logging in, while Amazon has suggested products and discounts, and so on.

So, if personalisation has already become the norm for some of the world’s biggest companies, why hasn’t the igaming space followed suit?

A sea of same

With so many suppliers and solutions available, starting up an igaming enterprise has been vastly simplified, resulting in a huge number of businesses popping up around the globe. This has been a boon for the industry, but has also been a double-edged sword, resulting in cookie-cutter templates, layouts, clones of games and betting features. 

The quality of these products is not under doubt, but their ability to differentiate is vastly affected as a result. Aside from altering logos and colors, not many platform providers offer the kind of customization needed to distinguish from the crowd.

By adopting a personalised approach to an online casino or sportsbook, operators can increase the perceived quality of their product, together with customer satisfaction and loyalty.

Perceived quality of a product

With so many casinos and sportsbooks appearing similar in structure, layout and content, there’s a real opportunity to have an aesthetic and function that stands out. By having an operation that truly looks and feels different, you can create a sense of excitement and anticipation among players. First impressions like this can go a long way in creating perceived quality, and therefore a better chance of increasing player satisfaction and lifetime value.

Creating experiences

All operators want customers to come back, and player satisfaction plays a large part in whether or not they decide to. Player satisfaction is influenced by many factors, but one that is not talked about enough is creating a sense of delight and surprise. Such experiences can show a player that an operator is going the extra mile to make the interaction a good one.

Loyalty 

Customer loyalty is hard to win, and even harder to keep – but if achieved, it can be a real asset. While existing loyalty programs, customer retention, and VIP programs can all be great ways for operators to show their appreciation for their players, personalisation takes it one step further. If players genuinely feel like their particular needs and interests are being considered, they will remain loyal customers for longer, and may even become ambassadors.

The ’My’ Era 

Suppliers and operators that benefit most from personalization are those who take a unique approach to it. They consider personalisation as an opportunity for a cultural shift, rather than just a marketing or analytics push. They place an emphasis on client lifetime value and search for long-term drivers of growth rather than just short-term successes.

That’s why Delasport has referred to its new products as being part of a new era, indicating that they are not a gimmick or branding exercise, but an entire shift towards genuine player centricity. These products are My Sportsbook and My Event builder, and are the first of a new line of products under the ‘My’ umbrella.

As the names suggest, the ‘My’ range of products are designed to instill a sense of ownership and belonging, where the player is only served the experience they want, and nothing else. In essence, they own what they see, and it is tailored for them.

My Sportsbook – getting to the game, fast

As mentioned earlier, players want to place bets quickly and easily. They don’t want to spend the time to find what they want in a large list of sports, teams, leagues and so on. Instead, My Sportsbook takes them straight to the action. After completing an initial questionnaire on their interests in terms of sports, teams, leagues etc, they will only see events around those preferences when they enter their landing page. 

Through the questionnaire, operators will be able to understand their preferences right from the beginning, instead of having to invest the time to analyse their behaviors over a longer term. Of course, this approach can be fine-tuned further through machine learning technology, but through this approach, players get to the action quickly. This is especially useful for devices with smaller screens, such as smartphones. No more scrolling and tapping to find the correct content.

My Event Builder – unique events, made by players

My Event Builder takes this feeling of control and ownership to a new level and effectively gives players the power to create their own unique custom events. The player chooses two real-life teams that don’t have to be from the same league, or even playing at the same time, and pits them against each other in a custom bet. This means that the combinations of bets, teams and leagues is endless.

To put it another way, through My Event Builder, a bettor can pit their local soccer team against an international league giant such as Real Madrid. If that bettor says that their local team (let’s say Barnet from North London) gets three goals in their local match, and Real Madrid score two in their own game, they are creating an event where they bet on a score of 3-2, in favor of Barnet vs. Real Madrid. This match would never happen in the real world, but through My Event builder, it can. 

Differentiation done differently

This is just the beginning of the ‘My’ era for Delasport, its partners, and the bettors who will experience it. The award-winning igaming supplier plans to create a similar experience for casino bettors, under My Casino, where they will be able to enjoy highly tailored and unique features made for them. Until then, the push for personalisation will continue. 

The industry has come a long way in recent years, with products that go from technical strength to strength. But, the products aren’t the star of the show anymore. The move from product-centricity to player-centricity is quickly gaining pace, and operators who don’t look to supply personalisation as part of their offer may soon find themselves left behind.

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