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EMIRAT AG on breathing new life into lotteries

Zoltan Tundik

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Ralph Clemens Martin, CEO of EMIRAT AG
Reading Time: 4 minutes

 

As the industry focuses on the impact of European regulatory updates following a series of hefty fines in 2018, Ralph Clemens Martin, CEO of EMIRAT AG, which is recognised as the leading specialist for removing financial risk for jackpot winners, describes the importance of confidence and trust in operators, how the sector doesn’t rely on addiction and why lotteries just aren’t a young people’s game.

As a global provider of financial security for lotteries across the world, what steps are you implementing to protect operators and customers at this time?

We are probably the most serious and reliable provider of Jackpot security/insurance. Last year we covered more than €300bn in Jackpots risks and more than 10 years experience without any complaints, we are trustworthy experts in the lottery industry.
We make it simple for our operators. Firstly, out contracts are straight forward and we have no small print and secondly, our security is watertight and we ensure our people are the best experts in the market.
With regards to customer data, how operators protect this is a key asset to becoming successful. Our business is just security of financial risks and we strive to making working with us easy, safe and fair. It makes no sense to offer the cheapest premium in he market and make problems if it comes to a winner – or even find something in the small prints to hold the payout back. This will kill the operator, brings state official and regulators on the plan and makes problem to the whole industry worldwide.

How do you keep what is an analogue form of gaming entertainment relevant in a digital world?

In terms of lotteries a lot of companies have really good websites and to play the lottery these have to be easy and fast. To go to a kiosk to fill out a ticket is not convenient – to play fast on your mobile device is much easier so don’t make it too complicated for the customer!
The key is confidence and trust in a product. An analogue draw makes state lotteries trustworthy, whereas the perceived ability to cheat the customer or make it difficult to collect winnings creates problems for the digital industry. There are always black sheep on the field when it comes to earning money and becoming greedy and this has held the digital side of lotteries back, however, as we stated there’s a lot of potential with mobile and online. Fairness, a well created website with easy to play and big winnings/jackpots are the key to running a successful digital platform for lotteries with loyal customers. Oh, and a certified RNG provider is pretty important too.

With so many lotteries out there, do you feel the market is oversaturated or is the customer demand growing alongside the industry?

No. There is still a big potential to come up with additional lotteries. Lottery customers may wish to play a new game each day and mobile/online can provide this. In our eyes there is still a great potential for lotteries globally and we would love to do more in Eastern Europe, Africa, Australia and the Middle East. Asia is also a big market. Our customers/operators come from all parts of the world so in addition to Israel it is the European Islands like Malta, Gibraltar, Isle of Man, etc. which provide licenses for operators and EMIRAT AG provides the jackpot security. However we also help states and state lotteries to create new games or even start a lottery for this growing customer demand both online and analogue.

EMIRAT AG also develops new lottery games, what’s the key to making a new product stand out?

Lottery games have a vastly different approach to sports betting or casino games as they are not based on the excitement of gambling or the adrenalin rush of placing a bet. Lotteries do not rely on addicted players who spend all their money within a few hours – they rely on satisfied customers who just love the chance once or twice a week or once a day. The games are created for people who are taking the chance to make a big lifetime-changing winning and therefore a lottery needs to have big jackpots to be outstanding.
The big brands are the state lotteries as it’s difficult to create your own lottery, so most of the online or alternative lotteries function by placing a bet on these big, trustworthy and well established brands. That’s where EMIRAT AG comes in as online or alternative lotteries need companies like us to cover/insure the big jackpots, because they can’t sell as many tickets to cover or build the jackpots as the state brands do.

In addition to new technology, where do you see the opportunities for operators to better target young players?

Sorry, but lotteries are not created for young players. Yes you can target it with a cool looking website but the target group will be over 40. Only when it comes to Mega Jackpots with hundreds of millions to win or even over a billion, will young players join a lottery website – but even then, they just won’t last.
From our perspective as the world’s leading risk management specialist in covering lottery jackpots, it’s better to spend money on the real target group of the over 40s. With technology, 60-year-old players aren’t too affected by the web today and most will still buy tickets at a booth, but 30-year-old prospective customers are getting closer to that target group and so the internet and beyond hold a great deal more potential going forward. At this time the greatest opportunity is to create data about your future target group in preparation that they will start playing sooner or later.

And again, as always with lotteries, big Jackpots are key.

After starting out as an affiliate in 2009 and developing some recognized review portals, I have moved deeper into journalism and media. My experience has lead me to move into the B2B sector and write about compliance updates and report around the happenings of the online and land based gaming sector.

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888 Holdings appoints Naama Kushnir as COO

Niji Narayan

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888 Holdings appoints Naama Kushnir as COO
Reading Time: 1 minute

 

888 Holdings has appointed its Senior Vice President (SVP) and Head of Human Resources, Naama Kushnir, as the Chief Operating Officer (COO) of the company.

Kushnir has been with the company for 11 years, and had previously worked in human resources at Herbert Smith Freehills, the global law firm.

She will be reporting directly to 888 Holdings’ CEO, Itai Pazner, and will work alongside the company’s other SVP’s to deliver its growth strategy, which focuses on expanding in global, regulated markets through production innovation, organic growth and value-enhancing M&As.

Speaking about her promotion, Kushnir said: “I am hugely excited to be taking on this new role in 888’s Operational Management team. The group has made some exciting recent acquisitions, including adding a sportsbook to its proprietary technology stack for the first time.”

While Pazner added: “Naama is a highly skilled, respected and experienced operator and I have every confidence that – alongside the rest of the Operational Management team – she will continue to drive 888’s growth and promote our company culture, vision and values in her new role.”

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Realistic Games agrees Mansion deal

George Miller

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Realistic Games agrees Mansion deal
Reading Time: 2 minutes

 

Slot and instant win games to be integrated into operator’s brands

 

Slot and table games supplier Realistic Games has signed an agreement with Mansion that will see its titles go live on the operator’s brands.

Casino.com, MansionCasino.com, and SlotsHeaven.com will all have access to the Reading-based provider’s slots and instant win games via the Playtech Open Platform.

Player favourites, including Tutankhamun Deluxe, Super Graphics Upside Down, and Hot Cross Bunnies, will be available to players, alongside its latest releases, such as Spin Dizzy, Shuffle Bots, and Fortune 5.

Robert Lee, Realistic Games’ commercial director, said: “Mansion is a significant industry operator and we’re delighted to be distributing our games across its brands.

“Our games continue to perform across casino and bingo sites alike and adding Mansion to our growing list of customers further confirms that.”

Andrew Manduca, Director of Gaming at Mansion, said: “Realistic Games supply exciting, engaging slot and instant win games and we are thrilled to have them on board. They develop immersive games which we’re confident our players will enjoy.”

Lee was recently recognised at this month’s ICE 2019 conference when he picked up a Gaming Intelligence Hot 50 award for his contribution to the supplier’s recent growth.

 

 

About Mansion:

Awarded ‘Online Casino Operator of the Year’ at the 2018 International Gaming Awards, the Mansion Group has firmly established itself as a leading provider of online gaming. Mansion possesses a portfolio of popular online casinos, including flagship brand Casino.com, MansionCasino, Slots Heaven, and a sportsbook, MansionBet.

 

About Realistic Games:

Based in Reading, Berkshire, Realistic Games is a leading supplier of high-quality, electronic gaming content to some of the world’s most successful operators. Our technologists, designers and modellers have many years of experience in both the land-based and digital gaming markets. We are passionate about the products we create. The team specialise in creating roulette, blackjack, slots, and fixed odds games tailored to a wide variety of devices, including PCs, iPhones, iPads, Android phones and tablets. The games are fully-hosted on our ReGaL games platform and are accessible to customers through a simple integration. ReGaL first went into production for Stan James in April 2011. Subsequent launches followed with BetVictor, Ladbrokes, bet365, Boylesports, Paddy Power, William Hill, Coral, Gala Bingo, Bede Gaming, Gaming Realms, Daub, Betfair, NYX, Rank, Optima, FSB, Leo Vegas, Vera and John, Betsson, GVC, and The Kindred Group.

 

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EGBA Publishes Overview Map Of Europe’s Online Gambling Licensing Regimes

George Miller

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EGBA Publishes Overview Map Of Europe’s Online Gambling Licensing Regimes
Reading Time: 1 minute

 

Online gambling is a highly regulated sector. To operate and provide their services in EU countries, EU established gambling operators need to possess many licenses. While in the past, either there was no regulation specifically for online gambling or it was only allowed for state monopolies to provide online gambling services, today the overwhelming majority of EU member states have adopted multi-license regimes which allow several private operators to obtain a license and provide their services in that country.

Only 5 EU member states had competitive multi-license regimes in 2009, whereas the rest had monopolies and prohibitions. In 2019, the situation has dramatically shifted and multi-license regimes have now been adopted in 25 member states (download our new map for more details).

 

The European Gaming and Betting Association (EGBA) is the Brussels-based industry body representing the leading online gaming and betting operators established, licensed and regulated within the EU. EGBA works together with national authorities, EU authorities and other stakeholders towards a well regulated and attractive offer for EU citizens.

EGBA promotes the creation of a safe and reliable European digital environment for online gambling players. A well-functioning digital environment requires regulation that provides a high level of consumer protection and takes into account the reality of the digital economy and consumer demand. It must also ensure that the regulated offer can be attractive enough to appeal to the maximum number of players so as to channel them away from unregulated offers.

More than 20 million EU consumers enjoy the high-quality regulated online gaming and betting services provided by the members of EGBA.  Further, the demand of Europe´s digital consumers for attractive and innovative entertainment services continues to grow year upon year.

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