Industry News
Lottery is more than ‘just the ticket’ as Spinola experience demonstrates
Spinola Gaming, the leading Malta-based lottery content provider is on a mission to stop what it sees as a ‘race to the bottom’. Head of Product, Isabella Rae-Banda explains how the lottery experience is being used to recruit and retain players in what is a commercially promiscuous online world.
Online operators are now starting to realize the true potential of lotteries and now see this as the “Fourth Pillar of Gaming” – can you explain this?
It’s probably best to start with some facts. Lotteries account for some 36 percent of the global gaming market and represent one of the industry’s biggest revenue generators. Most lottery participants view their spend as entertainment rather than gambling and the overwhelming majority have never visited a casino or participated in an online sportsbook. Lotteries offer jackpots which people dream about winning in the process creating a positive narrative and with that comes oceans of human interest driven media coverage. Our approach at Spinola Gaming is to harness these invaluable characteristics and offer online casino and sportsbook operators the opportunity to integrate a global selection of fully insured lotteries from around the world as part of their overall offering. It’s a recognition that lottery works best when operators take a holistic view of what they can provide in terms of gambling entertainment and lottery is a fundamental part of that fantastic shop window.
How would you summarise the commercial opportunities for online operators?
Lottery is a simple game that can be used in a highly sophisticated way to build the bottom line. The vast majority of online operators are, perhaps unwittingly, participating in a race to the bottom. The practice among casinos of offering bonuses or free spins has transitioned from being a sales tool to a culture of permanent offers and deals which destroy margins and have created a churn of promiscuous ‘customers’ with zero brand loyalty. By incorporating lottery as a side game operators extend an invitation to participate in something that provides an opportunity to follow a dream and win life changing prizes. When you are competing for traffic you need a ‘stand out’ and lottery is exactly that. Furthermore, it serves to attract a new customer and with that the opportunity to cross sell across a number of integrated verticals. Brands can move from attempting to out shout each other to having a conversation with customers and keeping them connected with the brand. It’s about broadening horizons, offering something different and transitioning players into customers.
What does Spinola bring to the debate?
In physical terms we can offer operators the choice of 72 lotteries from almost all global markets including the biggest European and US lotteries (which is the most comprehensive lottery offering on the market) and the chance to customise games to complement brand values, colour ways and imagery. The model is based on a fully insured, risk free solution and operators can be up and running with Spinola within a month – two weeks for the technical side and two weeks for customisation. We provide all of the tools and all of the insight necessary to make the offering work to maximum effect which includes access to our in-house marketing team to help create and implement campaigns. It’s a fully managed solution which does not cannibalise income from one vertical to another and it’s risk free, meaning operators do not have the burden of payouts on any winnings.
Can the lottery experience engage with Generation Z – if so how?
There’s no doubt that the lottery sector suffers from a range of misperceptions one of which is its association with baby boomers. The online experience is a perfect fit for consumers who are tech savvy and who could be described as mobile first. Generation Z finds bricks and mortar gaming an irrelevance but offer a technology driven experience which is different, which is part of an integrated experiential offering and which provides the opportunity to win life changing jackpots and there’s a great opportunity to engage with a new demographic. They might be playing on the bus home but they are dreaming of a work free lifestyle and driving a Bentley Continental.
What plans does the company have for 2019?
We have spent the past two and a half years building what we believe is the industry’s leading lottery solution by creating a fully managed and risk free range of lottery and jackpot products that integrates seamlessly with online operators, we have been successful in generating a sizeable amount of interest for the lottery vertical and in the process secured over 40 existing operators. We’ve established a critical mass and the year ahead will see that extend to over 100 live operators. It’s an ambitious target but one we are capable of achieving.
About Spinola
As a new entry to the global lottery market, Spinola Gaming has very quickly established itself as the leader of B2B Lottery Products and Jackpot Solutions now serving over 70 Global Lotteries to more than 100 Operators across the globe through one seamless integration. Spinola’s powerful and innovative lotto engine (Lotto Connex) provides online and state run lottery operators the ability to take advantage of a fully managed solution with the ability to create new lotteries, add lotto betting as a new vertical and offer Jackpots of up to €250m per draw.
Source: GB Media
Industry News
LiveScore Group Announces Internal Restructuring as Part of Sustainable Growth Strategy
LiveScore Group has announced an internal restructuring process, expected to impact more than 100 existing roles across multiple business locations, including London.
The changes are seen as a difficult yet important step for LiveScore Group, streamlining the business to create improved structures and a pathway to long-term sustainable growth. All impacted employees have been informed and are now subject to a confidential consultation process.
Sam Sadi, CEO of LiveScore Group, said: “On behalf of all Directors of LiveScore Group, and the relevant subsidiary companies, we are saddened by the difficult decision to commence an internal restructure of the business, a process which impacts a significant number of our people.
“Whilst we celebrate our recent period of significant and exciting growth, we must now future-proof the organisation and ensure our internal structures allow us to achieve long-term and sustainable success.
“This is a hard time for all our people, as we say goodbye to colleagues who have played an important role in our journey across recent years.”
The announcement follows on from the recent news that LiveScore Malta Limited (part of LiveScore Group) is to withdraw its LiveScore Bet brand from the Netherlands following recent government tax increases in the market. The announcement includes those impacted by this. There will be no other customer impact in respect of any of the remaining LiveScore, LiveScore Bet or Virgin Bet sites globally.
Industry News
Pronet Gaming Appoints Alex Karaoulis as its New Commercial & Product Strategy Lead
Pronet Gaming, an award-winning platform provider of full turnkey solutions, announced the appointment of Alexandros Karaoulis as its new Commercial & Product Strategy Lead.
With over 14 years of experience in the iGaming industry, Karaoulis brings a wealth of knowledge and expertise that will be instrumental in driving the company’s strategic initiatives forward.
Throughout his iGaming career, Karaoulis has held various senior roles with B2B sportsbook and casino providers, as well as with B2C operators. His extensive background in marketing and sales within the iGaming sector positions him as a true industry expert, ensuring that Pronet Gaming remains at the forefront of innovation in a rapidly evolving market.
“I am thrilled to join Pronet Gaming and excited to fulfill my role in developing and executing sales strategies to drive the company’s revenue growth in key markets,” Karaoulis said.
With a track record in commercial strategies and driving product excellence, Karaoulis’ appointment is invaluable as Pronet Gaming now seeks to expand its footprint to Asia. His vision and deep understanding of the iGaming landscape equip him to navigate the unique challenges and opportunities that the dynamic region presents.
“I want Pronet Gaming to lead the iGaming revolution by providing innovative, culturally tailored solutions that cater to the diverse and rapidly growing demands of the region. Through strategic partnerships, cutting-edge technology, and a deep understanding of local markets, we aim to empower operators to offer world-class gaming experiences that engage players and drive sustainable growth,” he added.
According to Karaoulis, Pronet Gaming is poised to make a splash in Asia by leveraging its advanced technology, flexible platform solutions and deep market expertise while adapting to the unique characteristics of the region.
“The key differentiation point of Pronet Gaming is that we have B2C experience, which greatly aids in understanding the needs of operators and helping them to improve and execute their strategy according to the market. I have worked in B2C roles for more than seven years in my iGaming Career and managed campaigns across various channels, optimised conversion funnels, and learned to use data to improve player acquisition and retention,” said Karaoulis.
Karaoulis acknowledges that the marketing skills he has acquired from B2C experience are valuable in every B2B environment. As he dives into his new role at Pronet Gaming, Karaoulis aims to guide his operator clients on how to better market their own sites, including providing them with advice on effective acquisition strategies, content marketing and campaign structures that appeal to iGaming audiences.
“I also focus heavily on engagement strategies, loyalty programs, bonuses, and personalised offers to keep players active and returning. In my new B2B role, I will advise clients on best practices for player engagement, helping them adopt effective loyalty programs, personalised marketing, and retention tactics that drive player lifetime value to improve the end-player experience for our clients’ sites,” Karaoulis added.
Industry News
Vbet Wins Best Online Casino Operator 2024 at SiGMA Europe 2024
Vbet has been crowned the Best Online Casino Operator 2024 at the highly coveted SiGMA Europe event, cementing its position as a leader in the online gaming industry.
This achievement highlights Vbet’s commitment to providing an exceptional user experience by combining cutting-edge technology with a vast range of options and a secure process. The dedication to creating a responsible, enjoyable environment for players was recognised with this award, making this accolade even more significant. As Vbet continue to expand into new markets, the list of strategic partnerships grows alongside our constant drive to expand its offering. This award serves as a stepping stone on its path to reach more players and set new standards in the industry.
Arman Khachatryan, VBET’s Managing Director, said: “We are incredibly proud to receive the Best Online Casino Operator award at SiGMA Europe 2024. This recognition is a testament to the hard work, passion, and effort of our entire team. Our mission has always been to deliver the highest quality experience in the safest environment possible to our users. This award not only recognizes our dedication to this mission but also motivates us to continue expanding into new markets and territories.”
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