Interviews

Exclusive QandA with Eriks Petersons, Digital Transformation Director of Ciklum

Published

3 years ago

November 9, 2021

Reading Time: 6 minutes

We have here a fascinating interview with a leader in the gaming industry. Meet Eriks Petersons, Digital Transformation Director of Ciklum.

He talks here about his introduction into the industry as a professional poker player in Riga to his move to Malta and his career in the industry.

What stands apart in the opinions and views are a clear-cut focus on the player experience and how it needs to be unique and standardized.

“One area that is really lacking, in my opinion, is differentiated player experience.” He says with absolute conviction.

He also elaborates about the use of technology, regulation and the need to break down the internal processes into smaller and simple steps.

Read on. Don’t miss the wisdom.

Q. Let’s begin the interview with a brief intro into your career. Our readers love to hear top entrepreneurs talk about themselves.

A. I started off in the iGaming industry in early 2008, back in my hometown Riga, where I was a professional poker player. Poker was at its peak and everyone was talking about it. Fast forward to 2011, specifically the Black Friday events of April 15th, which pretty much put an end to the poker hype. I bought a one-way flight ticket to Malta in order to further develop my career in an industry I’d fallen in love with.

I’ve spent the past 10 years or so working in various operational positions in major B2B and B2C companies, working closely with clients, tech and products. Looking back, I was fortunate to join the industry at a time where I’ve been able to grow and mature alongside it. This has allowed me to develop a well-rounded knowledge of company operations and industry specifics.

My current role at Ciklum is leading the iGaming vertical. Our aim is to contribute back to the industry, sharing our technological know-how and supercharging the growth of our clients to reach new heights.

Q. How do you view the development of technology for the iGaming industry over the last few years? There have been too many things happening, such as the covid 19 pandemic, frequent regulation changes and the emergence of newer tools in artificial intelligence, big data, cloud computing and blockchain?

A. The last few years have been quite interesting. Whilst one might say regulation has been the biggest culprit for the lack of innovation, especially for those companies that have a global footprint, it’s also been one of the main motivators for innovation. The same is true for AI, Big Data and Cloud, which all serve regulatory needs in one way or another.

Now that we have seen the adoption of these new tools to some degree, it’s time to spread them out to the other areas of the product. One area that is really lacking, in my opinion, is differentiated player experience.

With some exceptions, most casinos are all the same. They just have a different look and feel. There’s nothing special that makes the player choose a particular brand, or even more importantly, stick to it.

Q. On what ways do you think the pandemic affected the igaming technology development? And what are the technological changes that igaming companies can adopt to make their functioning pandemic-proof in future?

A. There’s not been many new developments, but one that I do like is the shared player experience. It’s also a trend we have seen in other industries, such as video streaming, with tech giants like Netflix and Disney+ both launching watch-along features earlier this year.

In regards to technological changes, the industry has once again proved its recession-proof status. Although I’d say this is more due to the entertainment nature of the industry, rather than any particular technological development.

When times are tough, people look for moments of joy. As long as it happens in a sustainable and responsible way, why not have a chance of winning something as well?

On the other hand, the closure of all the sporting events during the pandemic taught us the importance of product diversification and over-reliance on physical world interactions. Therefore I’d expect things like already popular esports betting and virtual sports, especially built on the blockchain technology, to now grow in significance.

Q. Let’s now talk about technological changes. How can iGaming companies work on different regulatory changes and product features in parallel – without stalling each other, and offering seamless service to users?

A. There are quite a few factors at play here, from your product strategy, to planning, to prioritisation, to available budgets and headcounts. There needs to be a well-segregated system with teams formed around different areas of responsibility, which can work independently on their own release cycles. The emphasis should be on independence. For example, whilst your ‘responsible gaming’ or ‘fair play’ team is busy implementing a change in Germany, your ‘player acquisition’ team can refactor, test or improve the new features on the homepage.

The only other piece of advice, which is similar to what every productivity coach would tell you, is break things down into small logical chunks and start working on them at your earliest opportunity. This way you’ll avoid any last-minute stress for your teams, gain some productivity points, and thus benefit from extra time to spend on some nice, new, shiny features. The trick here is to keep releasing these small logical chunks directly to production, and in case the full feature (constituting of multiple small logical pieces) is not ready or requires to be launched later, you can keep its functionality configurable on or off – known as feature toggling.

Q. Why do companies need APIs to work with a number of 3rd party tools, such as fraud detection platforms, KYC verification tools, and others?

A. It’s not a question of why, but rather a question of how? If you don’t have a standardised process, you’ll keep adapting to each new integration coming your way and thus fitting more and more customisations and exceptions to your platform, which would eventually grow into an uncontrollable beast that no one wants to deal with.

As a simple example, if we focus just on the basic functioning of the online slot – there’s tons of various online slot providers out there which each have their own API. However, all slots function pretty much in the same way. You need to query the wallet to check the balance, you need to call the provider to make a bet (spin), and then you need to be notified of any winnings. Now, as an example, some providers will not return any calls when there is a loss, some will return a call as 0 winning, whilst others will register each loss separately. If you don’t have these things standardised in your platform, you’ll keep having different variations of the same that will eventually become hard to maintain.

Q. What are your insights on the use of cloud computing in working with huge amounts of players data?

A. There are numerous benefits of using Cloud which are already pretty well documented. First of all, huge amounts of data require enormous amounts of storage. Whilst it’s technically possible to increase the capacity of your in-house servers, you need to plan these things well in advance.

Secondly, due to cloud’s ‘infrastructure as a service’ model, you’re basically moving all your upfront bare metal CAPEX expenses to much smaller OPEX expenses which would grow only as you grow, and thus are much better on your bottom-line.

Last but not least, cloud provides the ability to scale your infrastructure very quickly so you can manage large spikes of traffic or prepare for a new market launch. The cherry on top is when you manage to automate this horizontal and vertical scaling.

Q. How do you think simple changes – such as registration forms design – can make a big difference in the player experience and eventually the revenue for iGaming operators?

A. One can never stop experimenting. Player trends are constantly changing, and you should not forget to account for the multiple market and cultural aspects in this equation. There are tons of untested hypotheses which can only be validated by real data. Is a three step registration process better than one?

Even the smallest things like the colour, shape or positioning of a button can have an enormous impact on player behaviour and thus the conversion rate. Successful operators never stand still, they keep experimenting, keep validating, and keep improving their product and thus revenue in small, manageable increments at a time.

Q. Finally, where do you see the current digital transformation heading to. In future, will digital transformation invade privacy and data security of the end users much more than it does today?

A. Overall, the digital transformation topic is quite broad, but one important aspect of it is the ability to see things in much greater detail, understanding those details, and then having better control over them. This may be physical items, events or outcomes. Having said that, it definitely touches on all possible aspects of player data. I would expect regulations and moral principles to set the boundaries.

Think of your phone, it already has dozens of various sensors built into it which can detect light, sound, gravity, acceleration, location, temperature, biometrics, and a lot more. One can opt to use this data, and who knows, maybe in the future, instead of the traditional spin buttons on the slot machines, players will throw their phone up in the air to feed the slot’s unique RNG algorithm.

But on a more serious note, short to mid-term I’d expect to see more control given to the players in terms of how they want to entertain themselves. From the look and feel to the actual dynamics of the play. They might want to play solo, or have a party game with their friends, where balances are shared and winnings distributed. Prop bets will also become much more granular by using every imaginable data point of the particular sport / market, placed via smart speakers directly on your TV whilst watching the live stream.

Long-term, affiliates, and probably even individual players themselves, will be able to create their own casino within the casino and keep a portion of the revenues. They would be able to define every aspect from the look and feel to the type of games, localised bonuses and loyalty programs, and so on.

Then, in the not so distant future, this all will probably move to some sort of metaverse, with such attempts having already been made.

Related Topics:Ciklum digital transformation Eriks Petersons

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Interviews

Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype

Published

15 hours ago

November 14, 2024

George Miller

Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype

Reading Time: 3 minutes

Match Hype has just won two industry competitions. Talk us through your product.

Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.

What technologies are you leveraging to deliver such a cutting-edge tool/product?

We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.

Who is Match Hype aimed at?

We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.

The end users are any sports fans who enjoy engaging videos. So basically everybody.

Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?

It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.

What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?

People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.

And what about retention? How can it be used to keep players engaged and coming back for more?

Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.

What can we expect from Match Hype in the coming months?

We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.

Any final thoughts?

For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.

Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.

Affiliate Industry

Flying high: How RavenTrack is helping operators unlock the true potential of their affiliate programs

Published

3 days ago

November 12, 2024

George Miller

Flying high: How RavenTrack is helping operators unlock the true potential of their affiliate programs

Reading Time: 3 minutes

We sit down with Adam Rowley, Managing Director at RavenTrack, to understand why data, tracking and optimisation are key to a successful affiliate program

Your tagline is “win at performance marketing”. Tell us more about how you help operators maximise their partnerships with affiliates.

It is indeed. RavenTrack is a powerful affiliate tracking solution that allows operators to track, optimise and grow through their affiliate programs. Our proprietary solution offers an advanced affiliate tracking platform built by iGaming experts – this ensures it meets the unique demands of the industry, including the need to withstand the pace and complexity of affiliate marketing in the online sports betting and casino space. RavenTrack has also been designed to be flexible and customisable so that it can be adapted to individual client requirements. This combination of qualities has seen us become the go-to affiliate software tracking provider for more than 150 brands across the world, brands that are winning at performance marketing with the support of RavenTrack.

Why is tracking so important to the ultimate success of an affiliate program?

Tracking is the glue that holds marketing and sales together in the online arena. But effective tracking requires a platform that delivers reliability, accuracy and a seamless UX so that users can easily dig into the data and generate valuable insights. Speed and reliability are crucial so that operators don’t miss a single click or conversion. To track data effectively, operators (and their affiliate partners) need tools such as pixel and postback capabilities and geo-targeting. The former allows affiliates to track customer activity in real time which helps them maximise the revenue of the brands they work with. When it comes to intelligent geo-tracking, it allows users to identify and aim to funnel traffic through specific locations.

But tracking is just one part of the process and success of an affiliate program– online sportsbook and casino operators must be able to take the data they have tracked and use it to optimise campaigns, both internally and those being run by their affiliate partners.

What does optimisation look like? How does RavenTrack help its customers do this?

Traffic source provides a lot of spoke for optimisation, especially when it comes to things like which affiliate is performing best, changes to traffic, ROI and conversion rate optimisation. With RavenTrack, operators have the insight they need to do this. They can also give their affiliates access to data via their own internal reporting systems – this is done via our two-way API – to help determine which campaigns and creatives are delivering the best results. Operators also need to optimise the commercial agreements they have in place with their affiliate partners, and this means being able to offer them a range of options including CPA, revenue share, CPL, CPM and hybrid.

As operators – and their affiliates – get more experienced at using data and tracking, they will want to customise reports to a pretty granular level so that they can optimise to a much deeper and greater extent. Customisable reports (we have more than 20 reports available), marketplace and dashboards are just a few of the tools we provide to help operators and affiliates optimise campaigns and work to the commercials that deliver for both parties.

And how does all of this come together to help both operators and affiliates scale at pace?

Our fixed-cost model means operators can create as many campaigns for their brands as they like without the worry of additional costs. This in turn makes growing their program pretty straightforward. With a long list of commission structures available (which can be customised by the client) for their affiliate partners, operators can ensure the growth of the program is reflected in the growth of the wider business, ultimately allowing them to maximise profitability from affiliate marketing activity while at the same time ensuring their partners are fairly compensated for the quality traffic they send.

Migrating to a new affiliate tracking platform can cause major upheaval. How do you help operators through the process?

We know that moving to a new platform can be a big decision and a significant undertaking, but we have plenty of options to make it a seamless process from start to finish. This includes working with the affiliate program team to run their old and new program side by side to ensure there is absolutely no drop-off in traffic or lost data. Our UK-based account and customer support team is always on hand to assist during the migration process, and once operators are up and running with RavenTrack – this includes helping them get the most out of our platform and tools.

RavenTrack has only been around for a handful of years but has already achieved great things. What can we expect in the months ahead?

We hit the market in 2018 and haven’t looked back. Today, we work with 150 brands, processing more than one billion clicks per month and £2billion in deposits to date. The operators using RavenTrack to run their affiliate programs have generated more than £500 million in revenue and counting. Our numbers speak for themselves and no matter the size of brand or affiliate program, our solution is the key to unlocking the true potential of affiliate marketing. As for the months ahead, expect more platform updates, new tools and some big-name partnership announcements.

Africa

SmartSoft’s expertise and future vision for the African market

Published

3 weeks ago

October 23, 2024

George Miller

SmartSoft’s expertise and future vision for the African market

Reading Time: 4 minutes

In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s success and its impact on the gaming industry.

About SmartSoft Gaming

Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.

To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.

Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.

What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.

How does JetX differentiate itself from other crash games in the market?

At SmartSoft, we appreciate our relationships with partners, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!

JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.

What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?

When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.

How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?

The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.

How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;

What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.

How has the success of JetX influenced SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.