Speaking to Payment Expert, Christian Reinheimer, Group Director of Payments Product and Technology at LeoVegasGroup underlined that there is more clarity in mature markets as to how they can ensure players benefit from a smooth user experience. 

However, he added that “there is still a lot of room for interpretation, which can be the basis for innovation and provide a competitive advantage. 

“Our job as payment experts is to provide the most convenient yet safe customer experience, and that can be done in many different ways. The methods that appeal to our customers the most will also create the most loyal customers.”

Picking out specific elements of innovation that could be crucial for the igaming payment journey moving forward, he added: “From my perspective, it currently is artificial intelligence. But not generative AI, which is the hot topic right now. AI for pattern detection that supports personalisation plays a far bigger role. 

“This personalisation can take many different forms, from knowing customer preferences without them explicitly telling you (pattern detection), to identifying risk and effectively mitigating it, and improving payment transaction success rates. All of these areas can benefit from AI. 

“The more effectively these areas are handled, the better customer experiences we create and the more scalable products we build. A couple of percentage points of improvement in dropped-off cashier journeys will significantly impact your top line. Anticipating preferences and only burdening risky customers with friction to keep the business and its customers safe can provide these benefits.

“Apart from that, there is (slow) movement in reviewing and improving the actual networks our money is being moved on – the very infrastructure that enables payments in real-time across country borders in a safe way. Lots of opportunities, but also new challenges, come with that.”

Open Banking has also been touted as having a key impact in the space, yet reaching its full potential is not something that has been achieved. 

“For us, it’s an area of strategic importance as it opens up opportunities for innovation and new products in an area that has a substantial share of payment volumes”, stated Reinheimer. 

“Now, after seeing a lot of old and new providers working with the bank APIs, there are some quite sobering results, especially when it comes to data quality via the APIs exposed by the banks. 

“So far, I have not seen any good product that can provide a high-converting KYC solution based solely on Open Banking-sourced data. From what we see, there always needs to be a level of normalisation and data enrichment from other sources besides the Open Banking APIs, or else the products are not good enough. In this regard, it is a bit disappointing to see what came out of the PSD2 initiative, which came with a lot of hope for new solutions in the space.”

In terms of KYC, he also detailed that there are key lessons to be learnt from the financial sector.

“Many challenges faced by the financial sector are quite similar to ours in the areas of AML and KYC. Given those similarities, it is quite interesting that there isn’t more collaboration between the sectors. A casino operator acts like a bank, taking in money and paying it out. 

“We, just like a financial institution, have to monitor that activity to identify potentially risky behaviour, not only in the area of AML but also in RG and, of course, fraud mitigation. The methodology and technology used for that can be very similar. Quite a few providers we talk to in this area are also working with financial institutions to help them be more effective at detecting anomalies.

“Given these challenges, our sectors’ interest in effectively, but with low friction, identifying a customer is also quite similar. Hence, if you sign up for a new bank account with Klarna or Revolut, the procedures there will feel quite familiar compared to what we see with gaming operators in regulated markets.”

The Payment Expert Summit, part of the upcoming SBC Summit, will be held at the Feira Internacional de Lisboa from September 25-26. Secure your spot with the Early Bird ticket offer, which provides access to all three core days of the event, including the exhibition floor, conference sessions, and evening networking parties, all for the discounted price of just €400.

The post Christian Reinheimer – LeoVegas: supporting personalisation with AI pattern detection appeared first on CasinoBeats.

In the latest CasinoBeats roundtable, John Smith, VP of Sales, Gamification and Loyalty at Xtremepush, and Denis Kosinsky, Chief Operating Officer at NuxGame, address evolving trends, which tools are found to be the most effective when it comes to retention and the effectiveness of data within the process.

CasinoBeats: Data-driven decision making is at the forefront of platform providers’ minds this year. What do your data insights show about how operators can retain and continually engage customers?

John Smith: Effective personalisation is the key to retention and growth for operators. The more data an operator has on a player, the richer the profile of that player becomes, meaning they can be presented with highly relevant content and offers via their preferred channels. This is where the modern CRM platform comes in, as an essential tool for shaping the player journey.

We believe that AI has a big part to play within retention and engagement, giving operators the power to leverage machine learning for campaign personalisation.

Our solution will offer out-of-the-box models for the most common use cases while allowing operators to create highly customised AI models to match their own user data and use cases. It’s a transparent tool that provides a detailed view of a customer’s behaviour and preferences to tailor their experience.

Denis Kosinsky: At NuxGame, staying ahead of the curve means anticipating the evolution of player preferences. Working on retention on the casino platform side is more of a multifaceted process than within a game itself and involves looking at the external factors that would keep a player coming back rather than specific gameplay.

Our platform has a strong emphasis on user experience and AI-driven personalisation, which has led to the success of clients dependent on retention. We have also revolutionised our aggregation platform to deliver more than just games; we provide a bespoke, customer-centric service.

Through harnessing cutting-edge data analytics, we not only address the immediate requirements of our operators but also anticipate and adjust to their users’ evolving preferences.

CB: Gamification and personalisation are all methods used to tailor products to specific demographics of customers. How do you see this evolving in 2024 and what key trends have caught your eye?

DK: Loyalty programs remain a quintessential strategy in all sectors for retention. They mean that operators can form a connection with users and personalise the experience.

Speaking to player psychology, loyalty programs stimulate a challenge and a need to accumulate points which maintains engagement on the operator’s website. Our Loyalty Tier Programme provides an easy-to-use UI to track points, redeem rewards and view history.

Our vision is trained on crafting a personalised iteration of this concept. This means empowering our clients with advanced admin tools including tier management, deleting, or modifying tiers, as well as the ability to create shop items and track purchases to tailor rewards specifically for individual players. This customisation fosters stronger brand loyalty and deeper connections with an audience.

JS: Free-to-play games are a useful tool that can help operators gather a deeper understanding of a player’s behaviour. We still see some operators utilising FTP purely for acquisition, but mindsets are starting to change as the realisation kicks in that they can offer so much more than that.

Used to best effect, FTP solutions can help to increase daily activity, reactivate players and increase deposits. I believe that FTP should form an integral part of an overall CRM strategy for operators, as part of a unified solution. This way, operators can use player data to serve up personalised content based on real-time rewards and real-time actions.

While I expect to see new game types emerge in 2024 as operators seek to grow their player bases, the real evolution will be how the data this content provides is used.

CB: Which of your retention tools do you find to be most successful and what is it about them that works so well?

JS: The key is to provide a range of solutions across a number of channels because one size will never fit all. Within the mix, loyalty and reward programmes will always have a big part to play in making players feel valued, even before they sign up. Education is also an important aspect that can be addressed through FTP experiences.

It’s a chance for players to try something new for free – a parlay bet, for example, or a slot game – and build confidence to have a go at it for real. We are also increasingly seeing operator mindsets changing over omni-channel solutions.

While once there was a perception that the online solutions would cannibalise land-based business in a market like the US, we have found that players are more likely to try new games or place different bet types in person, having experienced them first online. The right omnichannel marketing strategy presents players with offers and reward schemes across both land-based and online worlds.

DK: In a fiercely competitive igaming landscape, gamification is a vital tool for player acquisition and retention. Features such as player tournaments, free spins, live stream promotions and leaderboards are integrated into our platform, providing an immersive experience that truly entertains.

An emerging trend from 2023 has been multiplayer slots, with the feature waking the competitive spirit with players, mirroring the feeling of a video game. Our proprietary PVP battles allow users to take on opponents for jackpot prizes. They have been a resounding success in increasing the LTV of clients’ players.

In addition, the new tool allows operators to customise the mechanic in line with their brand’s identity, including battle type, stake limits and jackpot boundaries, to finely tune the game to resonate strongly with their specific player base.

The post CasinoBeats roundtable: the future of player retention appeared first on CasinoBeats.

According to Caroline Broman, Head of SEO at Betsson Group, this has been underlined by how Google has altered its approach to product reviews and guidelines as the site has sought to increase uniqueness in terms of user experience. 

Speaking on the ‘SEO and all things affiliated’ panel at the SBC Affiliates Day, Broman stated: “Overall, Google is changing how it is serving a good search experience – it is becoming more about relevance and uniqueness, as they also look deeper into the history of the searcher and their preferences. All in all, I’m not surprised about this, Google is following what the consumer wants and where the technology is heading.”

She also praised the potential impact of the content economy that continues to ‘boom’, with the industry being fuelled by the need to have more authentic voices and personalised content.. 

Andrea Belezza, VP of EU and Asia Pacific, Time2play Media (formerly KaFe Rocks) followed up by stating the importance of Expertise, Authoritativeness, and Trustworthiness (EAT), and how improvements and evolution made within a company’s EAT can dictate growth across a business’ full spectrum of verticals’. 

Maria Sayapina, Director of Casino at Game Lounge, echoed this sentiment as she underlined that off the back of core updates last year, EAT can become crucial in the year ahead. At the heart of this is providing users with an experience that is safe and efficient, she stated. 

Building on what Broman said, Sayapina also detailed her belief that ‘the days of recycling copy on many sites are over’ – as she also outlined the vital avenue that personalisation will bring new levels of engagement for affiliates. 

This will involve far deeper research according to Sayapina, who emphasised that quality will take a lead over quantity for the industry. 

With the wave of AI embracing the industry, user generated content will be at the heart of what makes the industry grow in the year ahead stated, Ken Derwael, Director of Organic Performance, Better Collective. 

He emphasised that tapping into the human touch in terms of content and focusing on key differences is what sets apart human generated content when it comes to branding and personalisation.The panel was moderated by Ivana Flynn, SEO Director, ComeOn, who stated that while branding will truly be one of the key challenges, it will likely become easier to tap into for operators.

The post Personalisation and branding essential for SEO growth in 2024  appeared first on CasinoBeats.

Below, Viktoriia Zabarylo, Marketing Manager of Platipus, addresses just how the solution will differ, what impacts will be felt when it comes to revenue, retention and engagement, the importance of customisation and these associated effects and much more.

CasinoBeats: Could you talk us through the decision to develop and ultimately introduce a tournament tool?

Viktoriia Zabarylo: This decision stems from our idea of delivering the best gaming experience for the players and cultivating successful partnerships with our clients. To achieve this, we’ve found new solutions such as leveraging the tournament tool.

By doing so, our clients can benefit greatly as it increases player engagement and retention rates. Simultaneously, players will enjoy a more exciting and delightful gameplay experience. This integration is perfectly aligned with Platipus’ goals, and we’re delighted to see proof of it.

CB: On the surface, it could be argued that the industry has an array of similar such offerings. How will Platipus’ solution differ from those already in the market?

VZ: Platipus’ tournament tool offers 100 per cent customisation, allowing clients to tailor tournaments to their unique needs. Operators enjoy flexibility in parameters like timing, duration, minimum bet, prize pool allocation, game selection and more.

The tool supports all our games, including themed ones for special events, and accepts various currencies, including cryptocurrency. Moreover, it provides multiple rules for determining winners, simplifying the player experience.

This ensures even less experienced players can easily understand and enjoy participating in tournaments.

CB: What findings have been discovered thus far, through either testing phases or beyond, when it comes to revenue, retention and engagement as a direct result of the tool?

VZ: We have observed that running regular tournaments is very likely to significantly improve player retention and player engagement. On average the monthly total bet amounts for projects that started running tournaments on a regular basis have increased by 30 per cent. This also leads to an average increased GGR of 20 per cent.

CB: You have included a number of customisation and personalisation aspects within the tournament tool. What additional benefits will these deliver from both a client and player perspective?

VZ: From a client’s perspective, the provided features enable them to customise tournaments based on their specific requirements, resulting in a unique and distinguished offering every time. 

For players, customisation and personalisation add value to their gaming experience by allowing them to participate in tournaments that align with their preferences. 

This ensures that players of all types can find the tournament that suits them, leading to increased player satisfaction and engagement.

CB: Do you have any further updates planned to heighten the impact of your tournament tool further still?

VZ: Our tournaments serve as the foundation for a larger gamification experience that includes missions, bonuses, and the unveiling of additional features. 

Our objective is not only to offer a tournament tool but an ecosystem that engages players with a diverse mix of challenges, rewards, and interactive elements.

CB: You state that tournaments are “just one of the many ways” to provide “an exceptional gaming experience”. With this in mind, what further introductions can we expect from Platipus?

VZ: More exciting and fun-filled slots are in our portfolio. Our team is continuously working on developing innovative and unique casino games that push the boundaries of entertainment.

We are committed to delivering new and captivating experiences to our players, including the introduction of new game genres, immersive storytelling elements, and advanced gameplay features. 

Our goal is to provide a comprehensive and exceptional gaming experience that keeps players engaged and entertained for years to come.

The post Platipus: tournaments serve as foundation for larger gamification experience appeared first on CasinoBeats.

After delving into detail on the power of differentiation last month, Buianov picked up where he left off by offering his perspective on how operators can stand-out, and soar beyond, competing organisations, aided by a fully performing customer service function.

For too many, the BetCare CEO said, the focus is on big bonuses and generous incentives far too often, which, when used, serve no purpose in a users’ decision of stick or twist.

“Consumers now expect high levels of personalisation and want to feel valued by the brands they engage,” it was noted, with online casino no exception.

“Gold standard customer support makes each player feel like the star of the show and can be used to take acquisition and retention to the next level,” Buianov continued. 

“Highly trained agents can guide players through the onboarding process, answering any questions they may have about KYC, payments, bonuses and more. 

“Not all casinos offer this level of service, so those that do gain a massive edge”

“They can also reach out to existing players and check they are enjoying their experience with the brand. Issues can and do arise, and customer support agents are an operator’s first line of defence.

“If the player feels as though their questions have been answered or their issues resolved quickly and satisfactorily, the connection they have with the casino brand strengthens. 

“Not all casinos offer this level of service, so those that do gain a massive edge over the competition.”

Addressing the major challenges faced in this regard, an array of potential obstacles are pointed to regarding the “significant undertaking” of establishing an in-house customer support function.

In addition to requiring a “sizable team of highly trained specialists” that would need to be on hand at all times, the necessity to establish direct communication across all departments to to effectively escalate and correct enquiries and issues is also touched upon.

Operators active in multiple markets around the world must also ensure that agents speak each native language as well as possess a “deep understanding” of all aspects of the operation.

“Customer support can also help operators to understand what retention activity and bonuses are hitting the mark”

Regarding the group’s own services, it has been asserted that these can increase retention and loyalty, upsell and expand brand awareness, with Buianov going into further detail on this.

“Retention ultimately comes down to ensuring that players are having a great experience with the online casino brand,” he explained. 

“If they are, they’re unlikely to be tempted to play elsewhere, even if rival brands are offering generous welcome bonuses. Customer support plays a vital role in ensuring players are happy, and operators must not be afraid to communicate with their customers. 

“Of course, they must do this via the channels that players want to use to communicate, and that’s why BetCare offers support services across seven channels (web chat, email, Whatsapp, Telegram, Facebook, SMS and telephone) with plans to roll out more over the next 12 months. 

“Customer support can also help operators to understand what retention activity and bonuses are hitting the mark with players to ensure that future campaigns have the desired impact and deliver the best ROI. 

“When it comes to upselling and brand awareness, customer support can help to drive cross-sell between an operator’s various product verticals by helping players understand any new products they wish to try.”

“…we want to continue to educate the industry as to the importance of customer support”

As the year draws to an ever nearing close, Buianov is in reflective mood of a year of “significant growth” that has witnessed numerous fresh operator partners as well as an expanded range of services being offered by BetCare.

“That said, the ultimate highlight is always bringing new partners on board, and we have most certainly done that over the past 12 months with many more partnerships to announce as we move into 2023,” he said.

Concluding on what we can expect from the group during the coming 12 month time frame: “We are going to focus heavily on expanding our international reach. We already work with a wide range of brands running on different platforms and licences, but we want to take this to the next level. We also have a product roadmap packed with exciting innovations and features. 

“I can’t say too much, but it includes cutting-edge technologies such as machine learning and AI. In addition to this, we want to continue to educate the industry as to the importance of customer support and how it can aid with acquisition, retention, and, as you put it, ensuring they soar above their rivals.”

The post BetCare: consumers expect high levels of personalisation & want to feel valued appeared first on CasinoBeats.

The deal will see Future Anthem deliver the Personalisation module of its Amplifier AI, the all-in-one product built to humanise behavioural data with AI in order to enable real-time personalisation in an aim to increase retention rates and improve commercial performance. 

“Buzz strives to offer the best player experiences possible and we’re always looking for new, innovative ways to improve our gaming products,” stated David Evans, Digital Operations Director at Buzz Bingo.

“Working with Future Anthem to leverage their predictive models which create personalised recommendations takes our site personalisation to the next level – we’re impressed with the outputs and results at this early stage.”

The also reaffirmed the benefits of personalisation in improving in-lobby game recommendations, and will also look to help Buzz Bingo, which offers an array of slots and casino games in addition to online bingo, optimise its game release pipeline.

Chris Conroy, Chief Data Officer at Future Anthem, added: “Buzz Bingo integrating the personalisation module of Amplifier AI is another major endorsement of its capabilities. 

“We’re excited to help them develop their offering, recommendations, and player interaction to underline Buzz Bingo as a stand-out online gaming brand.”

Personalisation is one of three Amplifier AI modules casino operators and game studios can use from Future Anthem’s offering, alongside Customer Experience and Performance Optimisation.

The post Buzz Bingo to ‘personalise player experiences’ via Future Anthem appeared first on CasinoBeats.

Personalisation is very much a buzzword right now, with operators and suppliers heavily focused on delivering experiences tailored to the individual preferences of each player. 

Progress is undoubtedly being made, but when you compare the levels of personalisation found in the online gambling sector to that in other entertainment industries, we are lagging far behind. 

Consider streaming services such as Netflix and how you are served content based on your previous viewing habits. You can search through content, but when was the last time you actually did? 

The same cannot be said for online sportsbooks and casinos, where players are expected to search through the hundreds of odds and thousands of games to find what they are looking for. 

The same applies to bonuses and marketing – incentives are often generic and sent out at the same time each day across all available channels. Where is the personalisation here? 

Sure, the email will have the player’s name on it, but it won’t contain a specific type of bonus the player prefers, and the offer won’t be sent at the most effective time via the channel they use. 

Going back to Netflix, emails and push notifications are tailored to each viewer and promote content based on their preferences – this will be sent at a time when they are most likely to act. 

This could be actually watching the content that is being promoted there and then, or simply saving it to their list to view later. 

This is not just personalisation but what I call deep personalisation. 

The five layers of personalisation: 

True personalisation means looking at the entire customer journey and the main areas that can be tailored to individual players. We have identified five which include: 

Marketing

Operators need to understand where the player’s attention can be found and then target them with messaging that taps into their psyche and builds a connection with their brand. 

Take affiliates for example. For them, deep personalisation means pushing real-time information to players via banners and landing pages. 

So instead of promoting a big game at the weekend and some of the sign-up bonuses being offered around it, affiliates can promote the most up to date odds, offers, etc at that moment in time. 

The same applies for casino affiliates – they can push offers and bonuses that will appeal specifically to their players rather than generic incentives that do not. 

Product

Recommendation systems allow operators to maximise their product, whether that be a sportsbook or a casino, by pushing relevant content to players. 

For example, a sports bettor may only make accumulator bets so to deliver a truly personalised experience, operators should promote these markets to the player and not other bet types. 

The same applies to casino players and the types of slot they enjoy. If the player only likes high volatility games, the operator should recommend these to them and not low volatility slots. 

The use of AI and machine learning can take this to the next level with product recommendations based on a wide range of metrics – bet type, size, sport, team, day/time, etc. 

Content can then be recommended through the use of pop-up messages or even via marketing channels such as SMS and newsletter. 

Retention

CRM activity must be fully personalised if it is to have the desired effect of keeping players engaged with the brand. Just adding the player’s name to a generic send-out is not good enough. 

This means ensuring that all messaging is highly relevant, delivers genuine value to the individual player and is sent via the right channel at the right time. 

If the player opens SMS messages but does not open newsletter emails, then you must communicate via SMS only. If they only open messages between 4pm and 5pm, send it then. 

Bonuses

Bonusing is becoming increasingly complex, with operators amassing huge volumes of data on the bonuses and offers their players are engaging with. 

In order to leverage the full potential of this data, it must be analysed on an individual player basis so that future bonuses offered deliver value to each player. 

For example, if a bettor only accepts free bet offers the operator should not send them a deposit match bonus as it simply does not provide any value to them. 

The same applies to casino. If a player only ever accepts free spin bonuses then the operator should not target them with communications pushing their latest cashback offer. 

Trading

This layer of deep personalisation can be hard to achieve especially in some regulated markets, but I believe that personalised odds and markets are a game changer. 

Again, operators understand that there are different types of bettor – for sports, there are those that prefer to bet at lower odds and for casino there are casual players and big win chasers. 

By being able to tailor odds to player preferences or recommend slots that have the potential to provide big wins, the player ultimately receives a bespoke experience. 

The technology that powers deep personalisation: 

Deep personalisation requires cutting edge technologies than can leverage the data that operators hold on players and combine it with AI and machine learning. 

It also requires qualified and highly experienced mathematicians, engineers, developers and data scientists and this is partly why the sector has been slow when it comes to personalisation. 

It must be remembered that a lot of the power players in the industry were land-based operators first and foremost, and that too has delayed the adoption of cutting-edge technologies. 

But given the size and growth potential of the market, new and innovative technology companies are entering the space with solutions that allow operators to deliver deep personalisation. 

Why deep personalisation matters: 

Deep personalisation matters because it is what consumers have experienced in other entertainment products and now expect when gambling online. 

Operators also need to be mindful that the sector is changing, and in markets such as the US these media and entertainment companies are launching their own books and casinos.

To compete, the industry must get better at personalisation and go deep with it. Not only does it benefit the player, but there are many upsides for operators, too.

The post ZingBrain: getting personal must become a priority appeared first on CasinoBeats.

With the embedding of personalisation into an operator’s core operations increasingly identified as a key barrier in generating additional gaming yield, Damien Evans, co-founder of Graphyte, elaborates on empowering lobby managers through technology – the overarching narrative of which is one of inclusiveness.

Empowering the lobby manager with personalisation

Casino lobby personalisation has been hovering somewhere between nascent and non existent for the past couple of years, in spite of genuine strides forward in the tech space with bespoke products built to serve the niche.

The value of a highly-tuned and personalised lobby cannot be overstated. We all know that the lobby is the hub of any digital casino, seen by every user and responsible for the vast majority of game launches.

On the surface of it, the concept is simple – make it easy for players to find the games they love to play, whilst simultaneously surfacing the new games that keep players interested and drive so much. How hard can it be?

Perceived barriers

The reality is more complex. Firstly (and wrongly), the core concepts, delivery and therefore understanding of the benefits of personalisation rarely sit within the operations teams that ultimately govern and manage which games go on the site, and where they sit on the lobby and category pages.

The tooling that drives personalisation is, in almost every case, not designed with gaming
operations in mind, with many of the standard solutions built for e-commerce merchandisers in mind (at best), and quite often requiring developer-level knowledge of front-end site manipulation to bring in any real changes.

This lack of agility and usability can create an insurmountable barrier for fast-moving operations teams, all of whom are in a constant cycle of new releases and ongoing inventory management often at a frenetic pace and anything that adds to workload is never likely to be adopted.

Commercial constraints

Beyond the tooling and agility barriers are the often highly complex commercial arrangements around exclusivity and supplier coverage on the lobby, which create a constant headache for lobby managers across the entire gaming industry. Finding a way to integrate a personalised element alongside the commercial constraints can feel like a labyrinthian task at the best of times.

Our insight

We’ve been working with multiple gaming operators over the last couple of years, in constant dialogue with customer experience and marketing teams, and ever more closely with operations teams.

Hearing these challenges consistently across our customer base led us to understand that a) there has to be a better way to manage both an optimised customer experience that fits with the huge challenge of running a gaming site, and b) embedding personalisation into core operations is the sure-fire way of generating additional yield from the core customer base without needing to ramp up marketing spend.

Last year, Graphyte launched a product called Intelligent Layouts to do exactly that. The casino product is aimed squarely at solving all these issues in one package. Designed specifically for lobby managers and customer experience teams, allowing full control over content categories, exclusive and promoted content whilst at the same time driving deep personalisation. All delivered through a simple integration to the existing CMS.

In-built de-duplication technology solves the very real problem of showing the same titles
multiple times on the same page, and the inclusion of a mixture of regularly played and new titles across the lobby creates a genuinely unique experience for every player, whether they prefer live casino, slots or instant win (or any combination of games).

Payoff

We have seen in our client base, without exception, that deep personalisation of the lobby is the single biggest driver of core staking to the existing user base, with top-line staking increases of more than 5 per cent.

The post An empowered lobby manager: <br> The real gateway to additional gaming yield appeared first on CasinoBeats.

Coinciding with the revamp was a mission statement stipulated from from day one of giving back to players and providing them with the best possible online casino experience in the market.

Striving to provide “a modern, sleek, look and feel,” MyChance has also added a number of personalisation and gamification features through the redesign at it seeks to drive retention.

With this mind, Eric Holmberg, CEO of MyChance, spoke to CasinoBeats about how driving personalisation is key to ensuring increased loyalty, and why it was a route pursued via the rebrand: “Our goal with MyChance is to always give players more chances to win.

“With our new loyalty system, players now earn points for undertaking a range of activities across the casino and can also collect clover coins which can be used to purchase items such as free spins in the store,” he says.

“This is a huge step forward in terms of user experience and personalisation, and takes us closer to our ultimate goal of allowing players to tailor MyChance to meet their individual wants and needs.” 

Moving on to address the aforementioned loyalty scheme: “In short, players collect clover coins and points to level up, unlock exclusive offers and rewards, shop discounts and other VIP perks. In addition to this, we now offer casino races for the first time. 

“These slot tournaments run 24 hours a day, seven days a week and allow players to win bonuses, free spins and clover coins. Players can also earn clover coins on other activities including on every deposit they make and for every €50 wagered.

“We take responsible gambling very seriously and go to great lengths to protect our players”

“We want to give our players more chances to win and reward them for spending time with us. Each month, they have the opportunity to compete for fantastic rewards just by undertaking simple actions that we call ‘chances’. This can be to make a deposit, play a specific game or win a race.”

With player preferences differing from region to region, the necessity to know your player in a targeted jurisdiction and being able to tailor an offering accordingly could also be a deciding factor in achieving success.

“We are able to set up specific offers/tasks for individual markets and we can also localise our casino races,” Holmberg states.

“The new MyChance product is very flexible and our goal is to offer an entirely bespoke online casino experience to players in our target markets.” 

Adding on what areas are on the MyChance radar following last month’s rebrand completion: “We are targeting NZ/CA/FI/NO/DE/IN. We have chosen these markets because we have a big network of affiliates and partners active in these jurisdictions which will help us drive new player sign ups. 

“We also see huge potential to establish our brand as the market leader in these countries as they are less saturated than markets such as the UK.”

To conclude, and coming in the aftermath of Responsible Gambling Week 2019, Holmberg spoke of safety nets implemented in case players begin to gamble dangerously in order to level up and complete such tasks: “We allow players to set limits upon registration and at any time via their account section to ensure they stay in control of their play. We take responsible gambling very seriously and go to great lengths to protect our players.”

The post MyChance – Our goal is to always <br> give players more chances to win appeared first on CasinoBeats.

As CasinoBeats marches on towards the second staging of our Malta event in March 2020, in an extended series we are to take a look back at last month’s CasinoBeats Summit in London.

Following moderating duty on a panel entitled ‘The Future of Slots,’ James Bennett, director at Square in the Air, addresses that same topic in the latest of our CasinoBeats Summit takeaways. 

This year’s CasinoBeats summit, and its headline day one panel on the ‘Future of Slots,’ came just a few days after arguably the biggest games studio acquisition the industry has ever seen with NetEnt spending more than £200m to purchase Red Tiger – a business that has achieved extraordinary growth and success in just five years.

One of those reasons, according to panellist Chris Looney, commercial director at Red Tiger, has been producing game-changing mechanics that a new generation of player loves and tier one operators can easily market.

It’s no secret that daily jackpots have been a huge success, and this was quickly followed last week with the news the business is introducing hourly jackpots, an even more appetising tool for big brands to present to players across their favourite mobile games.

It is innovation like this that will continue to define the future of slots and eventually stem the content saturation we’re experiencing today, something both the panellists and audience described as ‘overwhelming’. Content will of course continue to be produced in large volumes, but everyone agreed that this will soon subside in favour of quality localised content.

“Existing and new slots players are increasingly being influenced by streamers on channels such as Twitch”

Changing consumer behaviour will also be vital to the future of the slot market and is driving how suppliers, operators and affiliates design, present and offer games and incentives. Players today are no longer simply driven by bonuses or instantly click on email links to games.

Shorter attention spans, largely due to rising mobile device consumption combined with instant gratification, personalisation (instantly being presented with games you like and play) and ‘unique’ experiences are asking demanding questions of our industry.

For example, both existing and new slots players are increasingly being influenced by streamers on channels such as Twitch, watching others play slots and win big, and immediately turning their attentions to those products.

This is having hugely positive consequences for both suppliers and operators, as well as of course the savvy affiliate businesses that switched on to this growing trend several years ago.

Fortunately, this panel and this year’s CasinoBeats event, showed us that there are many innovative businesses out there responding to changing consumer habits, reaffirming that the future of slots is in highly adaptable, entrepreneurial and safe hands.

CasinoBeats Malta 2020 takes place at the InterContinental Malta, St George’s Bay, St Julian’s, on March 24-26 – learn more and buy tickets for the event here. 

To find out more about sponsorship and exhibitor opportunities at the Summit, please contact sales@sbcgaming.com.

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