Interviews
An Interview with Dermot Heathcote – iGaming Expert from IrishLuck
The start of the New Year came in with a pleasant surprise as we sat down with iGaming expert & online casino specialist Dermot Heathcote from IrishLuck, and managed to get some tea from the industry. As a leading online casino portal in Ireland, IrishLuck is a great place to get some vital gambling information, not only for the locals but for the people abroad as well. You can read the interview below.
So, Dermot, knowing the potential iGaming is offering nowadays, can you tell us something more about how you found yourself in the industry?
That, most certainly, is an interesting story. I studied marketing with business management at Leeds Trinity and All Saints University in Yorkshire, and that was the first time when I got a glimpse into iGaming. Once I finished my paper in 2014 and successfully graduated, I was primarily working in the iGaming industry, specialising in online casinos – a subject I love the most!
Ever since I slipped into the industry, I have been really dedicated. Now, the years have passed, and that passion is still alive and burning. I am focused on providing valuable information to the readers. Ones that they cannot find elsewhere. And I am relying a lot upon the knowledge I gained during my University years, making sure my team does the same.
Wow, that sounds passionate and motivating! How come you got so interested in the iGaming business in the first place? What ignited your fire?
Throughout Uni, I was infatuated by the fast pace of the iGaming industry, and with recent spikes in technology, this seems to have catapulted the interactivity and player experience tenfold. I have thoroughly enjoyed watching how the iGaming industry has adapted and continued to innovate its platforms, games, and services to make online gaming as enjoyable as possible, not just in terms of design and player experience either, with operators now putting a lot of emphasis on player satisfaction, care, and social responsibility.
I kind of foresaw the rising of the industry as I was impressed by how adaptable iGaming and online casinos are – you can stick with your laptop or desktop, and now you can even use your mobile device, smartwatch or tablet to lose yourself in games and options. I just felt I want to be a part of the greatness that is brewing in the industry.
One thing led to another and I found myself at IrishLuck and I can say I am more than satisfied. My career has been progressing rapidly ever since.
Thank you, Dermot. That sounds amazing. What are your main duties in the team?
Well, haha… I do a lot of things really. But, to put it simply – I update UK players on every aspect of online casinos. That’s my main call.
Players often find it difficult to choose which game can help them make big winnings. Consequently, they play games with fewer deals making them lose a lot of money. That’s why I love to keep my readers well-informed on all the latest online casino information or industry-related sports news.
My specialization in the team is writing detailed updates and recommendations that will speak to both visitors and regular players, beginners and proven experts and keep them up to date with the latest industry trends and the best online casino options on the market.
And how do you do it?
I use my marketing experience and business marketing education to fish out casino platforms with the best deals for the locals. Not only that, I will tell you the curve in the online space. Meaning, you will know when betting times are good and when they’re not.
Also, you will know how to go about your bets without incurring huge losses, as I keep my readers up to date with the best strategies, online casino bonuses, and information at any time.
Wow. Your passion towards iGaming is very radiant! It won’t be odd if you convince me to set off on the same route by the end of the interview. You must have played games yourself, haven’t you?
Oh, of course, I have. I still play them now. If you ask me, first-hand experience is the best knowledge you can get, whatever industry you find yourself in. Whenever I see a new game title I make sure to test it out and play it thoroughly. After that, and only after that, I sit and make a review.
I must say that I cringe when someone makes blind commentary and does game reviews with no real knowledge of it. My expertise in the matter made me so sensitive to misleading information that my ‘fakeness’ radars turn on whenever I see articles without real practical experience in the matter. It’s not only the marketing skills you need here, but the love for the game and the knowledge.
As a game tester, when I put out a game review, I will make sure I have gone through everything any player will go through. So, when I write, I write not only as an iGaming representative but as a true online casino gaming fan and passionate player. That’s what you will get by reading my articles – trueness, realness, vital details, and objectivity. That’s my mantra.
Cool. It’s really good to have someone to rely on in an iGaming world that is constantly moving forward at incredible speed. We’ve also heard you worked as a live dealer for some time. How was that?
Oh, yes. Actually, I volunteered with some partner sites of ours. I had a lot of fun. But, not only that. I really saw it as an opportunity to acquire vital first-hand experience in the business, not as a player, but as a person from the other side of the desk, someone who leads the game. I was a live dealer at all standard live dealer games – Poker, Blackjack, Roulette, and Baccarat.
This experience definitely added to my career as an online casino writer. Being able to gain experience from both sides really helped me improve my understanding of what my readers truly need. I now understand how it’s not enough only to provide reviews, no matter how detailed they are. Players want hacks. They want something they can make use of when making their tactics. They want ‘insider’ information. Something that will help them gain an advantage.
That’s why I dedicated myself to providing value to my followers. And that’s something I choose to do every day.
Sounds like you had a good time. What was the game you would stick to as a live dealer if you would embrace such a career?
Oh, yes, it was! It was…
Well, it’s hard to pick, but if I had to choose, I would say I would stick to Texas Hold’em. It’s good, it’s intense, it’s fun, and you get to see the moves from the experts. It truly is a unique experience. Although being a Baccarat or a Blackjack live dealer has its charms.
Great. Thank you, Dermot. Being such a passionate person, do you have any other side projects, hobbies, or things you are interested in?
Thanks for asking! Sure I do.
There is one side project of mine I am very proud of, I call it the ‘old barn makeovers’. Some time ago I started renovating our family’s old barn. That’s cool, right? The thing is I renovate it single-handedly whenever I have some free time. That’s my recreation. I love spending time redoing the oldy, it boosts my creativity and lets me lose myself in work.
Other stuff I do is mountain climbing, running and endurance races, and I also have my two boys, border collies Flash and Thunder I love spending time with. They are my best friends. We enjoy many mornings, days, and evenings together.
Wow, Dermot. You have such a lively personality! Glad we have a talk.
Thank you! I had a great time as well.
To finish this interview off, would you like to share any other thoughts about the iGaming industry, its future and trends with our readers?
Sure thing. What I think is that iGaming is here to stay. Its future is very bright. We could specifically see it during the 2019 coronavirus outbreak. The world has never been more grateful for online gaming and gambling platforms.
Just look at the fact that in just one year, online casinos received a huge boost in their activities. New games appeared, and the demand for quality providers and good games became high, as well as the number of operators on the market. Happy to see these positive changes in the industry, I have never been more dedicated to guiding players in choosing the right games and making smarter gaming moves than now.
And with all the new emerging technology such as VR, AR, AI, smart contact lenses, Blockchain, better internet connection, Internet of Things, Face recognition, quantum computing, and many many more, we are at the new dawn of the iGaming business.
Africa
SmartSoft’s expertise and future vision for the African market
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.
Interviews
Slot Saturation – Q&A w/ Qianqian Liu, Senior Art Director at Gaming Corps
What are the defining visual features of a Gaming Corps slot?
We pride ourselves on the diversity of the look of our slots, we have three distinct styles that are all used to target different demographics. Firstly, Classic, this is a style which usually is also described as retro and some people would even say dated, we prefer nostalgic! But there is a player base who get great enjoyment from slot games like this. The second is Modern, this is a style that is sleek, shiny and incredibly high-fidelity with assets that look polished and could be very much suited to being hung up in a modern art museum. Thirdly is Stylised, this is a style that is completely entirely dependent on the theme, maybe a comic book style or similar, but it emphasises artistic freedom which is important.
All three of these are what makes Gaming Corps a unique slots provider, catering games for all types of target markets.
Where do you look for inspiration when designing an online slot game?
Different inspirations appear for different themes, if it is classic then an old fruit machine down a pub could be the inspiration. If it is a modern slot, then we like to refer to some modern day mobile apps that are more casual to play. The beauty of stylised is that the inspiration can come from absolutely anywhere but usually it can be something that the artist is personally interested in, such as comic books or anime.
How does Gaming Corp manage to distinguish its titles from others on the market?
We focus on iterations and high quality standards, we will start from a basic concept and iterate and iterate until the asset is exactly what would be expected of the target audience. We get feedback from customers as well to help hone in on a particular style that we are aiming to create.
How do you manage to keep repetitive themes (Egypt, classic, Greece and so on) interesting?
For these, it is all about combining the innovative mechanics with a unique spin on a narrative that has been re-told before. Of course if you are to create an Egyptian theme you should still recognise it to be fundamentally Egyptian with its gods and its hieroglyphs. But is there a way to put the spin on the narrative that ties it to the mechanic that has not been done before. It is important to do market research to find common thread that you can capitalise on but also things to stay away from.
What impact does localisation have on game development from a visual perspective?
Localisation of Gaming Corps is super important to us, we sometimes want to create games that can be tailored for a particular market. Especially when working with casinos for bespoke content. For example, we created a game in 2023 called “Ramen Puzzle” which was launched with a casino partner in Japan. It was very important for us to nail the anime style that suited this market and it was a core part of the development cycle to research, develop and iterate on our designs to perfect the style.
Another recent launch this year was Samba Soccer, a crash product that was created with Brazil in mind. It had a stylisation that suited popular games in that market but also a theming that set the game in Rio de Janeiro. This visual combination allowed the game to be hyper localised to this market.
What future trends do you think are going to impact the look and design of online slot games?
More and more over the years, the target demographic has moved away from playing on desktop to playing on mobile, in particular on mobile portrait, so we will always feel as if designing with a mobile-first approach should be at the forefront of what we do at Gaming Corps. This I believe will continue to trend upwards. This has a big impact on the way that slot games look and feel, there is a small space with lots of elements fighting for room so it is important to be very clear with Product Owners on what are the most important elements of the slot game.
Interviews
Safety First: Slots Temple Q&A
For a company that has begun to blur the lines between affiliate and operator, social responsibility remains the ultimate watchword for Slots Temple, says CEO Fraser Linkleter.
How important is social responsibility to the affiliate side of Slots Temple’s business?
We began life as an affiliate business that offered free demo games and slots tournaments (and we still do!). This allowed us to build a highly engaged base of players that genuinely loved playing slots. From day one, we always put social responsibility at the heart of everything we did.
We always believed that an entertainment-driven socially responsible gaming experience created a sticky player-base that trusted us and created better quality traffic for our partners.
Has tightened regulation of the gambling industry over the past few years impacted affiliates’ responsibilities towards its users?
Definitely. Affiliates deliver an estimated 30% to 50% of acquisition to operators in the UK, and while the sector is not directly regulated by the UK Gambling Commission, these numbers demonstrate that the responsibility to protect players from harm should be shared.
Increased regulation over the past few years means that operators, rightly, must be more cautious about choosing their affiliate partners. Ultimately, as affiliates, we must accept the responsibilities we share as part of the gambling supply chain.
The reality is, while affiliates are not directly regulated, the standards to which operators are held by regulators are passed on to us through our partner contracts. Affiliates that do not comply with these standards will struggle in this climate because operators will only work with the partners they can trust to behave responsibly. So social responsibility has become not just an ethical consideration but a strategic business decision too.
In 2022 Slots Temple received a license from the UKGC which allowed you to offer paid tournaments and real-money slots. Has this changed the way you think about social responsibility?
Social responsibility was always a big part of our business model, and our UKGC license was a recognition of that. Of course, offering real money games means that we are held to the same high standards as all licensed operators.
That means KYC, deposit limits, timed reality checks, affordability checks, self-exclusion options, and so on. But for us, it’s about more than mere compliance. Our model has always been about being a safe destination for fun play and prizes. As I say, we’ve fostered this community of slots fans who trust us and it’s important that we maintain that trust through the way we operate.
Ultimately, the license allowed us to offer our player-base more choice. First, that was free-to-play tournaments with cash prizes, and then low-stakes paid-for tournaments with bigger prizes, plus real-money slots.
So, your experiences as an affiliate have made you a more socially responsible operator?
Yes, because it has helped us understand what our players want. For example, we believe safer gambling is about smaller deposits. Where we offer cash play, it’s always small buy-ins and small bet sizes. There are tournaments for 1p, or you can play for free in UK tournaments, all with real cash prizes.
We also think it’s important to educate players about the games we have on site. For example, we clearly display the return-to-player (RTP) and volatility of the game customers are about to play before they are able to access the game.
It’s about being on the side of the player – whether you’re an affiliate or an operator. Ultimately, we believe that an entertainment-driven, socially responsible gaming experience will foster a loyal, trusting player-base.
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