From the indispensable Microgaming Bar to a seemingly ever-changing stand that embraced not one but three games and associated themes, the pioneering firm is once again seeking to turn heads at ExCeL.

To find out a bit more about plans for this week’s showpiece, CasinoBeats talked exclusively to the company’s CEO John Coleman.

What are you most looking forward to about ICE 2019?

JC: “The pinnacle event of gaming, ICE remains a permanent fixture in my diary. Each year
presents a unique opportunity for our industry to gather, share our wealth of knowledge,
and plot a course for the year ahead.

“I’m especially looking forward to the diverse range of content we will showcase on our stand. This is something we do well every year, but 2019 is set to stand out, as we will be joined by experts from six of the independent studios behind our latest and upcoming games. Who better to showcase our content than the teams who invest their passion and talent into creating it?

“Collaboration is so important in our world. ICE 2019 will see Microgaming present an array of fantastic new titles from the studios, along with our expanding catalogue of premium casino, bingo, poker and table games.

“But it’s not all about the people and products. ICE provides an opportunity to highlight some of our other commitments, in areas such as corporate social responsibility and
environmental sustainability. The brilliant eco-warriors of our CSR programme, Microgaming PlayItForward, have worked wonders in ensuring we provide a range of compostable cups, reusable water cans and recycling facilities for attendees. It’s going to be our greenest ICE yet.

“I’m also looking ahead to the numerous networking opportunities that ICE brings. It’s always a pleasure to meet and greet our operators, and to show them what we’ve got planned. A prime opportunity for this will be our exclusive operator party at MNKY HSE on Tuesday evening.

“This is set to be our biggest yet, and I’m incredibly excited to be attending it.”

Last year, Microgaming set the scene with show stopping activations to introduce Playboy Gold, Cash of Kingdoms and Fortunium. Are you set to top that this year?

“Six excellent headliners are due to be revealed, so there’s a lot to celebrate and massively
high expectations to meet. But we’re always ready to outdo ourselves! The Microgaming Bar will play host to a number of special performances over the three days, with each
blockbusting event being accompanied by a superb DJ.

“Without giving too much away, attendees can look forward to a funky experience from our Village People game launch, and the 15th anniversary of our partnership with Square Enix for the Lara Croft brand will be celebrated with a suitably sensational reveal.

“Microgaming is also gearing up for several big milestones. Not only is the business celebrating its 25th anniversary, but after yet another huge jackpot win on our popular Mega Moolah slot, our progressive jackpot network is now beyond €1bn in total payouts.”

“ICE is the essential marker of where we are now and where we’ll be heading in the future“

Why is ICE such an important event for Microgaming?

“ICE is the essential marker of where we are now and where we’ll be heading in the future.
As well as exhibiting the sheer variety our industry offers, it’s an incredible platform from which we can observe emerging trends and transformations that are there to be embraced.

“If there’s a fundamental tenet that’s guided Microgaming, from back in 1994 when we created the world’s first true online casino software, to 2004 when we developed the first mobile casino software, all the way up to being the award-winning supplier we are today, it is this: our lifeblood is innovation, and we need to be creatively agile to keep it
pumping through our veins.

“It would be all too easy to stand still in a high-growth industry. You could allow it to perpetually expand around you, and let it hold you rigid as you ride the crest of a seemingly never-ending wave. But we’re not here to be carried along, and ICE isn’t just another marketplace; it’s a thriving hub of experience, insight and invention. It’s an opportunity for us to learn more from our operators.

“ICE is the eye-opening education that keeps Microgaming limber and thirsty for what’s coming next.”

How do you think the show has developed over the years that you’ve been going?

“Well, it’s a lot bigger. Looking back, it’s a near perfect reflection of how rapidly and widely
the industry has expanded in a relatively short space of time.

“For Microgaming, this means we’ve been able to evolve our demonstrations, creating bigger and more immersive experiences based around our world-class content. We’re entertainers at heart and ICE is the ultimate stage for gaming.”

“for every peak we scale,
there will always be a higher
one on the horizon“

What are you most excited about for the industry – and for Microgaming – in the coming year? 

“Innovation is the big, industry-wide ambition for the year ahead, and that’s profoundly
exciting for me. It means stepping outside our comfort zones and engaging in the bold,
creative thinking that is utterly vital in our ever-progressing world.

“The past year saw Microgaming make huge leaps as we extended our presence in regulated markets such as Colombia, Sweden, Bulgaria and Denmark. We picked up a number of awards along the way, launched 27 stunning games, ushered in a new era of prestige table games content, and our progressive jackpot network – the largest in the world – awarded a record-breaking payout of €18.9m through Mega Moolah.

“But for every peak we scale, there will always be a higher one on the horizon. Microgaming will approach 2019 with a galvanised pioneering spirit, leading the way with
innovative, diverse content, while always keeping an eye on the path less travelled.”

The post Leading from the front: <br>Microgaming CEO Coleman lifts lid on ICE preparations appeared first on CasinoBeats.

Produced in partnership with AffiliateINSIDER, the inaugural Digital Marketing Forum will take place on Thursday, March 21, as part of the second full day of the Betting on Football conference, which runs from March 19-22 at Chelsea FC’s Stamford Bridge.

Just two weeks before the event, we caught up with Lee-Ann Johnstone, founder and CEO at AffiliateINSIDER, to find out more about the one-day digital training workshop, including some of the key topics, sessions and speakers to look out for.

Why is the Digital Marketing Forum an important event for igaming marketers?

LAJ: “The Digital Marketing forum is for any online marketer who is interested in accelerating their customer acquisition and disrupting their digital strategy to engage a wider audience.

“Whether you are an affiliate entrepreneur, an online marketing manager at an operator brand or simply a general marketing executive looking for new ways to run online strategies – the content we’ve created for this year’s Digital Marketing Forum is going to be useful and relevant to you.

“Digital is constantly disrupting and keeping ahead is key for any business to survive and grow“

“Digital is constantly disrupting and keeping ahead of new tactics to engage wider audiences is key for any business to survive and grow. It’s why we’ve brought together a broad spectrum of topics to help meet these objectives and secured some of the industries brightest digital minds to present and teach.”

Can you explain why are you encouraging those attending to look upon the event as a training day, rather than a traditional conference?

“Our digital presenters are experts in their field. They are also generously contributing their time to teach practical implementation of digital trends. From SEO to linkbuilding, content marketing and AI in the digital age, you’ll be getting access to content that isn’t shared openly anywhere else. You’ll have the opportunity to ask questions and learn new tricks that can growth hack your marketing efforts, as well as help you to think differently about digital and its disruption.

“While conferences offer networking and exhibition opportunities, few offer the depth of content that we’ve packed into our one-day agenda. It’s for this reason I like to think of it as more of a digital training workshop than a traditional high-level conference. I know that delegates will leave the event with a number of new ideas and key tactics to implement that will help their online businesses to grow.”

How can operators and affiliates work better together to meet the challenge of acquiring new players?

“Data is driving the collaboration between affiliates and operators forward. The key emphasis is still on collaboration and this starts with relationships. Understanding both sides of a partnership is key to starting a great relationship.

“Too often, I hear affiliates tell me that they’ve tried to reach out to affiliate managers only to be dismissed as not being important enough to get a deal in place. This is a fundamental error in affiliate management that I see all too often in inexperienced affiliate teams. We forget to be human in the negotiation sales process. It’s hard starting a business, and affiliates have to work really hard to make their commission.

“We forget to take time to listen rather than speak. It’s key to understand that value is not derived only in volume of numbers. It is also borne out of niche relationships that can provide quality customers. Smaller affiliates can do this, and therefore should not be dismissed. Taking the time to understand where and how value can be derived in each contact is a key attribute to building a successful program.”

“The day offers an insight with the aim of supporting business growth and brand building“

What key topics will be discussed as part of the seven-session agenda?

“The focus is on digital marketing for customer acquisition, so we cover all digital marketing techniques that support this. From SEO and linkbuilding on a budget to complex content marketing strategies that support brand exposure in omni-channel environments.

“We also look at the convergence of UX and emotive design to engage audiences and what’s developing in social media and influencer marketing, as well as digital automation. The day offers an insight into all of these areas with the aim of supporting business growth and brand building in our digital era.”

Finally, James Sandberg is one of the latest additions to the speaker set; why should every igaming business be interested in what he has to say?

“James has a wealth of digital marketing expertise and sees the industry from a very different perspective. He has implemented loads of global digital strategies and has a great understanding of audience engagement.

“He’s going to share some really unique insight on how sales funnels and customer lead generation can be automated using some simple digital marketing artificial intelligence to speed up online sales and customer conversion. If you want to grow your business, this shouldn’t be missed. You can watch a bit about his session ahead of the event here.”

Want to attend Digital Marketing Forum? Book your tickets here: https://sbcevents.com/sbc-digital-marketing-forum/#register

The post Lee-Ann Johnstone: Why the Digital Marketing Forum is not to be missed appeared first on CasinoBeats.

The CasinoBeats Summit will welcome up to 1,000 delegates to Olympia on 17-20 September, offering visitors four conference tracks and unrivalled networking opportunities with as many as 200 operators present, along with regulators, leading suppliers, payment companies and marketers.

In addition, the Summit will now take place alongside the Digital Marketing Forum, from the team at AffiliateINSIDER. Delegates will gain access to both the Summit and the Forum, as well as the wider Betting on Sports Week, which takes place at Olympia at the same time.

Lee-Ann Johnstone, founder and CEO of AffiliateINSIDER, said: “We know that digital is not vertical specific and after the successful launch of our Digital Marketing Forum at the Betting on Football conference in March, which saw more than 200 delegates attend the educational digital marketing sessions, we’ll be partnering with CasinoBeats in September to deliver another great event.

“The Digital Marketing Forum has been created to help acquisition marketers in the igaming space get ahead of digital and affiliate marketing trends, and help promote skills development and on-the-job learning.”

Stewart Darkin, Managing Director of CasinoBeats, added: “We’re thrilled to be working alongside the AffiliateINSIDER team at Olympia in September.

“The marketing content at last year’s CasinoBeats Summit was especially popular with delegates so we’re looking forward to welcoming digital marketing professionals to the Forum and to CasinoBeats’ complementary programme of operator-focused content.”

Johnstone continued: “Those interested in learning about the latest disruptive digital trends affecting casino, sports and the gambling industry as a whole, will find no better value for money than at this combined event which spans three days of thought-provoking content and thought leadership.”

The CasinoBeats Summit will welcome around 40 operators to the event as delegates and speakers, including Hard Rock, LeoVegas, Lottoland, Mansion, Olympic, Paf, Rank, Royal Panda, William Hill and Wishmaker, while leading suppliers are also well represented, including BetConstruct, SG Digital and Red Tiger.

For more information on the Digital Marketing Forum, contact nl@affiliateinsider.com

For further information regarding the CasinoBeats Summit, please contact stewart@casinobeats.com

The post CasinoBeats Summit joins forces with the Digital Marketing Forum appeared first on CasinoBeats.

It was one of Khan’s 2021 manifesto commitments and pressure has intensified for it to be fulfilled after demands from London Assembly Health Committee (LAHC), which has highlighted the need for Londoners to understand the severity of problem gambling in the capital.

The Health Committee’s motivation stems from concerns that “London’s rate of ‘problem gambling’ is almost double the average seen across Britain.”

The demand arises from a two-part investigation conducted by the LAHC, taking feedback from individuals with lived experience of gambling harms, key public health figures and charities.

Significantly ahead of an election period, the London Mayor’s office has been notified of substantial public support for a total ban on gambling advertisements on the TfL network.

LAHC Chair, Dr Onkar Sahota AM, stated: “The Committee does not view the current evidence base as a prohibiting factor in introducing advertising restrictions.

“The Mayor’s 2021 manifesto pledged to ban ‘harmful gambling advertisements’ across the TfL network. The Committee understands that this has not been implemented, as there is no definitive definition of harmful gambling, with a definition from the Government pending. Nevertheless, the Committee believes the Mayor should advance proposals for such a ban.”

The post Pressure intensifies on Sadiq Khan to tackle TfL gambling advertising  appeared first on CasinoBeats.

The move looks to bolster the potential of the firm in the US, as it looks to tap into elevated opportunities when it comes to recruitment and access to capital markets in the region. 

Nonetheless, the move has been cited as having a key impact on London, with the shift marks yet another company departing London for alternative avenues. 

Neil Shah, Director of Research at Edison Group, told CasinoBeats: “Another day, another body blow to London with Flutter confirming that it will shift its primary listing location from London to New York. 

“That Flutter has upgraded its love affair with the US markets to fully-fledged relationship is no surprise given that its US operations are a significant part of its business and the soon-to-be primary source of its profits.”

Shah emphasised that the intensifying regulatory framework in London may well continue to contribute to firms departing the region and placing an elevated focus in North America. 

“Yet London’s role as jilted partner continues, with yet another company leaving its embrace on the promise of higher valuations and deeper pools of capital in the US,” continued Shah. 

“Certainly, the easing of sports betting regulation in the US, coinciding with heavier regulation in the UK, is a major factor in the scramble for US market share. 

“However, that a top 20 company has chosen to depart the City, with Flutter’s secondary listing status excluding it from FTSE 100 inclusion, follows a very worrying and very public trend of listed companies losing trust in the City, which must prompt the government to turbo-charge its listing reforms.”

The post Flutter’s New York shift shows firms are ‘losing trust’ in City of London appeared first on CasinoBeats.

Let’s talk about the role that operators play in shaping the future of app user experience and how working with front end and UX experts, like mkodo, can help operators to foster environments of innovation and excellence in igaming and sports betting.

Operators are, of course, instrumental in providing their players with the best user experiences by overseeing the entire user journey, continuously optimising experiences and providing intuitive interfaces. 

Working with a front-end expert, like mkodo, can enhance these efforts. In the design phase interfaces are analysed and enhanced, ensuring they are not only visually appealing but also aligned with best practices for usability across iOS, Android and desktop platforms. 

Collaborating with a front-end expert can also help to streamline deployment processes, maintaining consistent, high-quality user experiences, as well as support the continuous enhancements needed to offer the best user experience.

Partnerships with front-end experts ensure a comprehensive and strategic approach to user experience elements such as design, management, and optimisation functions. This helps to foster an environment of innovation and excellence in app user experience.

What are some strategies that operators can implement to stay ahead in the competitive igaming landscape? Could you discuss your experience of working with a Canadian-based operator on its app and how you successfully grew its user base tenfold in under one year?

To capitalise on the growing igaming and sports betting markets, it’s important for operators to prioritise native and mobile optimisation – fast loading times and a responsive design add to an enhanced user experience. 

We recently partnered with a Canadian-based lottery operator to support enhancements to the overall user experience of their app. We worked with them on a number of elements, including the refinement of their payments feature. These updates to the app saw them experience a tenfold increase in their user base, from 10,000 to over 100,000 in less than a year. 

To truly stand out in the dynamic igaming landscape, be bold. Looking at successful companies in other industries, like Amazon or Netflix, for example, can be great inspiration. Being proactive and innovative positions operators uniquely, ensuring they not only adapt to industry changes but also lead in shaping the future of gaming experiences.

User feedback is clearly a vital ingredient in engaging customers and making their experience better. What should operators be doing to maximise the usefulness of that feedback? 

Feedback and user data is crucial, research by the International Gaming Institute underscores the impact, showing a 27% boost in player engagement and a 14% increase in customer retention when operators effectively leverage player data.

Establishing a feedback strategy is essential. This involves gathering insights from users through various channels, including in-app surveys, plug-ins, reviews, and social media. This feedback can then be used to guide app or website updates, improvements and optimisations. Regularly collective user feedback not only keeps the app in tune with expectations but also contributes to a positive user experience. Users appreciate seeing their feedback being acknowledged and addressed.

As an example of how successful asking for feedback can be, mkodo suggested the implementation of the native ‘Rate Us’ feature to one of our Canadian-based operators. This pop-up style feature prompts users at a positive moment in their user journey. Just two weeks after the implementation the app saw their App Store rating go from 3.5* to 4.7* on iOS and Android.

What can the igaming industry learn from the likes of Amazon and Netflix when it comes to advancing the user experience and what part can mkodo play in the process?

The likes of Amazon and Netflix are leading the innovation and user experience charge by prioritising personalisation, seamless user journeys, and predictive analytics to anticipate their users interests and preferences.

Operators should consider how platforms like Amazon or Netflix enhance their user experiences: 

• Personalised homepages 
• Timed messages 
• Tailored recommendations 
• Personalised offers and promotions 

For example, operators can leverage player data to offer timed and tailored game recommendations, promotions, and in-game events, enhancing and personalising the overall experience. 

It’s about quality over quantity and incorporating advanced recommendation algorithms, intuitive interfaces, and a focus on customer satisfaction can elevate the user experience.

And finally, can you give us a rundown of what mkodo has planned for this year’s ICE London?

We’re excited to be back at ICE again this year. We’ve got an even bigger stand S4-401 and we’ve teamed up with Pollard Banknote, which is a first for us. As with last year, our emphasis remains on showcasing our geolocation verification service, GeoLocs, along with our front-end expertise, mobile app, and website offerings. We’re looking forward to engaging with new and familiar faces in the industry and sharing our insight into the latest trends in igaming.

The post Will Whitehead: how to truly stand out in the dynamic igaming landscape appeared first on CasinoBeats.

BetConstruct will be unveiling a number of advanced gaming and betting developments at stand 22, with visitors being introduced to BetConstruct’s industry-exclusive products, among which is SpringBME, the company’s intuitive and comprehensive platform for starting and managing a gambling business.

All partners benefit from the SpringBME (Business Management Environment) platform with its powerful back-office tools and all-inclusive services that empower operators to grow and manage costs.

Also on show will be BetConstruct’s Friendship Platform, a unique marketplace for federations and digital content providers that allows them to deliver sport content to operators worldwide.

Among the advanced solutions are the company’s multivariate Live Studio with new halls and seven languages, its sportsbook software – which has undergone a number of recent developments – and the RNG casino, currently offering around 5,000 games.

On Wednesday, September 19, BetConstruct will also be participating in AffiliateFEST along with the CasinoBeats Summit, the latter to consider some of the key challenges facing the global online casino sector.

BetConstruct is a leading developer and provider of online and land-based gaming solutions with development, sales and service centres around the globe, covering: sportsbook, sports data solutions, retail solutions, RNG and live-dealer casino, VR casino, poker, skill games, fantasy sports, social platforms and more.

The post BetConstruct to attend Betting on Sports, CasinoBeats Summit and AffiliateFEST appeared first on CasinoBeats.

Purchased through an asset sale conducted by the administrators of Silverbond Enterprises, Metropolitan Gaming has lauded the “excellent” addition to its roster of casinos and aims to create “safe and memorable experiences”.

“We are thrilled to be adding the iconic Park Lane Club to our portfolio of casinos in the UK,” said Michael Silberling, CEO of Metropolitan Gaming. “It is an excellent addition to our portfolio of premier casinos and we have exciting plans to invest in and develop the business moving forward. 

“We look forward to welcoming the Park Lane Club team to Metropolitan Gaming and creating safe and memorable experiences for our guests in the new location.”

Located in the heart of Mayfair, across two floors in the Hilton Hotel, Park Lane Club first opened its doors in 2014. The club includes a gaming floor, private gaming room, outdoor gaming terrace, lounge and bar. 

The club will be refurbished and rebranded to Metropolitan Park Lane after a short transition period. During this time, Park Lane Club will remain open and continue to trade and welcome guests. 

The Administrator, Bob Maxwell, Office Partner in Charge at Begbies Traynor, Leeds, added: “This has been an interesting and challenging engagement in an exciting industry sector. There was considerable interest to purchase this iconic casino from businesses around the world. 

“We are delighted that the business has been purchased by Metropolitan Gaming who are ideally placed to develop the casino at Park Lane.”

Memery Crystal LLP and Stevens & Bolton LLP acted as Metropolitan Gaming’s legal counsel, while Clarion Solicitors acted as legal counsel to the administrators of Silverbond Enterprises Limited.

The post Metropolitan Gaming promises ‘memorable experiences’ following Park Lane Club purchase appeared first on CasinoBeats.

As part of the link-up, visitors at the London Hippodrome will be able to utilise the company’s Okto.Wallet payment method that will be available in the Hippodrome Casino Members mobile app. 

Simon Dorsen, Okto’s Chief Commercial Officer, explained: “The Hippodrome was the first to interpret changes in legislation bringing about a new style of UK casino that has put the venue firmly on the world map. Now the established cornerstone of West End life introduces Okto to its visitors, being always in the front line of digitalisation.

“Under the terms of our agreement the Okto.Wallet payment method will be embedded within the Hippodrome Casino mobile app, providing customers with enhanced payment experiences and capabilities. 

“The proprietary platform meets all the niche demands of gaming customers, allowing users to transfer funds responsibly and enjoy real-time payments.“

Echoing the thoughts of Dorsen, George Constantinou, Head of online of Hippodrome Casino, added: “Since opening nearly a decade ago on July 13, 2012, the Hippodrome is the UK’s largest and subsequently most popular casino and entertainment venue has set new standards in everything that it has done and that includes digital payments and the first casino membership app that includes a customer wallet.

“The Okto.Wallet is a digital payment method that delivers safe and secure transactions which will be embedded into our members mobile app, which at the same time is embracing safer gambling which is a philosophy close to the heart of the Hippodrome business. 

“The Okto app features responsible gambling tools including secure KYC and age verification. These features are vitally important to progressive brands like the Hippodrome. We are pleased to be working with the team at Okto and look forward to building a strong relationship going forward.”

The post Okto enters UK casino space via London Hippodrome wallet integration appeared first on CasinoBeats.

The event takes place at the home of English rugby, Twickenham Stadium, on June 7-9 and features an agenda that tackles the key issues shaping the future of the betting industry in both established and newly-regulated markets across Europe.

One of the most immediate challenges facing sportsbook operators is how to make the most of the opportunities presented by November’s World Cup. Betting on Sports Europe features a full-day ‘Road to Qatar’ track that will examine both promotional strategies for the winter tournament and how to handle the operational issues it will bring. 

Delegates will hear from specialists from many of Europe’s leading betting brands as they discuss how to approach global sport’s biggest event. Speakers include Myke Foster (Head of Sportsbook Proposition, Entain), Cian Keating (Head of Football – Risk and Price Management, Paddy Power Betfair), Eoin Ryan (Director of Sportsbook, BetVictor), James McKay (Sportsbook Director, Virgin Bet) and Dan Levy (VP Commercial and Communications, Smarkets).

The football betting markets are far from the only ones set to be in the spotlight during the conference, as there are also sessions about integrity in tennis, the potential of in-play in golf and how to take horse racing to a new audience. 

The speakers include Nick Iliffe (Director of Intelligence, International Tennis Integrity Agency), William Woodhams (CEO, Fitzdares), Isabel Hale (Head of North Division International, Catena Media), Aidan Barry (Head of Racing and Sports, Paddy Power), Rob Blakeley (Head of Sports Trading, Sky Betting & Gaming), Sam Farley (Sportsbook Marketing Manager – US Sports & Tennis, Unibet), Ludovico Calvi (President, GLMS), Alex Kornilov (CEO, Betegy) and Eireann Kelly (Product Director, IMG Arena).

While there is plenty of focus on sports that have long been favourites with punters, sportsbooks looking at the next generation of players are catered for with a full-day ‘Betting on Esports’ track. It will provide insights on topics including the different approaches required for the different types of game, how to cross-sell traditional sports and esports, the development of an integrity ecosystem, and investment opportunities.

The expert speaker line-up features Thomas Rosander (CEO, Luckbox), Rohini Sardana (Director of Business Development, Pinnacle), Ian Smith (Commissioner, Esports Integrity Commission), Temur Mikeladze (Chairman, Crocobet), Gilles Maillet (Director of Sports Integrity, FDJ), Flavien Guillocheau (Founder and CEO, PandaScore), Vlastimil Venclik (CEO, Oddin.gg), Jakob Lund Kristensen (Founder & CRO, Astralis) and Paul Witten (Commercial Director, SIS). 

Rasmus Sojmark, Founder and CEO of event organiser SBC, said: “2022 is an important year for the sports betting industry in Europe and the conference agenda for our London event reflects that. We have lots of content on this year’s biggest sporting occasions, but are also looking to the developments shaping the long-term future of the industry, with insights and ideas from some of the people directly influencing those developments.” 

Additionally, the conference agenda features tracks dedicated to industry leadership, product innovations, payments technology, regulatory developments in European markets, integrity and player protection, and marketing strategies.

Delegates at Betting on Sports Europe will also have access to an exhibition showcasing the latest products and services from leading sportsbook suppliers, together with a series of evening networking events at stylish London venues and pitchside at the stadium itself.
Find full details, including how to book your full access pass, at the event’s official website.

The post From football to esports: Betting on Sports Europe 2022 to examine industry’s key markets appeared first on CasinoBeats.