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Lottery is more than ‘just the ticket’ as Spinola experience demonstrates

Zoltan Tundik

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Reading Time: 3 minutes

 

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

Enlabs Reorganises its Senior Management Team

Niji Narayan

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Enlabs Reorganises its Senior Management Team
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Enlabs has made a number of changes to its management team. The company has appointed George Ustinov as its COO and Adam Jonsson as CFO. This is done as part of a larger reorganisation to further increase efficiency in the company.

George Ustinov, who has been employed since 2017 and CFO since 2018, will be given operational responsibility for the Group as a result of his new role as COO. Ustinov holds a bachelor’s degree in economics and management from the University of Latvia.

Adam Jonsson takes over the position as CFO after being employed since the beginning of 2018 as Controller and also Head of Investor Relations. Prior to Enlabs, Jonsson worked for three years at the PwC audit firm. Jonsson holds a bachelor’s degree in economics and management from Lander University, USA.

“George has done a very good job as CFO and has gradually become more involved in the operational work. As we now prepare for the next growth phase, I want George to be able to dedicate full time to developing the operational business as COO and deputy CEO. Adam has been responsible for many of the financial parts already and has been part of the management team for the past year as responsible for investor relations matters, so it feels natural that he assumes the CFO role,” Enlabs president and chief executive Robert Andersson said.

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Industry News

ICU and Spectral technology take centre stage at EAG 2020

George Miller

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ICU and Spectral technology take centre stage at EAG 2020
Reading Time: 2 minutes

 

The gaming exhibition calendar for 2020 kick starts with EAG in London which takes place on 14 – 16 January 2020 at the ExCeL convention centre.  Leaders in cash validation, Innovative Technology, plan to have their latest Spectral Technology products and ICU age verification device centre stage on the stand.

Andy Bullock, Senior Business Manager commented, “EAG provides a platform for us to showcase new and exciting products and essentially launches our exhibition plan for 2020.  This year we will be focussing on showing EAG visitors the advantages of using Spectral Technology when validating and recycling cash. We are looking forward to showcasing our new Spectral Payout recycler ideal for high volume applications requiring multi-denomination recycling at fast speeds.  This advanced version of the SMART Payout offers a huge 80 note recycling capacity and can store and recycle all denominations from a given currency helping to manage float levels more efficiently and keep machines operational. Using Spectral Technology, it has the added benefit of offering complete note image capture (highest spectral coverage) to authenticate banknote validity and protect against fraudulent and stained notes.”

Andy continued, “The NV9 Spectral is also now gaining momentum in the gaming and amusement industry and customers are eager to extend their recycling capabilities by adding a compatible note float module (NV11 Spectral). This gives a fast and secure means of note recycling to ensure float levels and downtime are reduced. Installing this unit in conjunction with the SMART Coin System (SCS) – a bulk coin validator, mixed coin hopper and recycler in one, results in fast, multi-denomination recycling for both notes and coins.  The SCS has a market leading coin hopper capacity with payout speeds of up to 12 coins per second, eliminating coin starvation, the need for multiple hoppers and improving cashflow.”

“Since the introduction of ICU age verification earlier in the year we have been developing this product to include facial recognition technology and look forward to demoing this to the industry at EAG. These new features use facial recognition to identify those who have willingly self-excluded or have been excluded.  Supporting responsible gambling is imperative for the gaming industry and should be a key part of any corporate social responsibility policy. ICU can help ensure compliance with age restrictions to safeguard children and prevent underage gambling plus provide easy implementation of the self-exclusion scheme.”

ICU boasts a high level of accuracy with a proven 96% success rate in detecting under 18’s and compared to a human accuracy rate of 69% it outperforms humans across all age ranges. ICU is also listed in first place (99.8% accuracy) on the Labeled Faces in the Wild (http://vis-www.cs.umass.edu/lfw/) – a public benchmark for face verification.  It uses artificial intelligence and ITL’s own algorithms to recognise faces and verify age.

Concluding Andy said, “We are looking forward to showcasing our latest products and technologies at EAG so make sure you come and see us on stand 400.”

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Industry News

Microgaming ushers in a wave of diverse titles this December

George Miller

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Microgaming ushers in a wave of diverse titles this December
Reading Time: 2 minutes

 

Microgaming is set to deliver an entertaining display of vibrant content this festive season, with new and exclusive titles forming a compelling showcase this month.

Throughout December, leading software supplier Microgaming is offering a diverse roster of exclusive high-quality games from its network of independent studios and game development partners, to meet the needs of its customers worldwide. Players can immerse themselves in all the captivating artwork and unique features of Microgaming’s December releases.

The adventure begun on 3 December in the jungles of West Asia with the release of Ivory Citadel™, developed exclusively by Just For The Win. Shrouded in mystery and adorned with marble, stone, ivory, and flames, the five-reel, 20-payline slot is filled with superb visuals and exciting features, including Mystery Symbols, free spins, and three wild symbols.

Staged in an ancient temple in the snowy mountains, North Storm™ (Rabcat) lures players into a mystical world full of treasures. Scheduled to launch on Microgaming’s award-winning platform on 5 December, this five-reel, 25-payline fantasy-themed slot offers a strong feature line-up, including Bonus Falls, where symbols in winning combinations disappear and new symbols fall down to close the gaps, and the Increasing Multiplier, which is doubled to 8x in the free spins feature, offering rewarding win potential.

Due for release on 10 December, Treasures of Lion City (Pulse 8 Studios) brings intriguing adventures to life in the form of a thrilling five-by-three reel, 25-payline online slot, where stone buildings, statues and temples lie hidden in the deepest sea in the East. The game features Microgaming’s popular Rolling Reels™ mechanic and a Win Meter feature, which includes multipliers of up to 27x, creating excellent win potential of up to 2,600x the initial bet.

The craic looks mighty in Stumpy McDoodles (Foxium), a five-by-four reel, Irish-themed slot bringing a unique slant through its party atmosphere, a pair of mischievous characters and a hatful of features, including a pot of gold in the base game that reveals Stumpy Random Wilds and Random Multipliers. Players can utilise Foxify™, which increases the multiplier values awarded during the feature. Players get a second chance at triggering free spins with Rainbow Re-spin. During free spins, players collect coins for wilds and multipliers that progress through the remainder of the feature up to a 34x multiplier. Set to launch on 17 December, Stumpy McDoodles is loaded with charm and offers a never-ending party, filled with great rewards.

With an array of spectacular content planned, along with a wealth of existing Christmas-themed games, Microgaming customers can expect even further variety and more targeted, engaging gameplay throughout the month of December.

“Microgaming continues to diversify its exclusive content offering this December, along with popular partner games. Each new release is packed with thrilling features, formats and unique themes, offering operators incredible choice. 2019 has been a particularly exciting and busy year for Microgaming, with more than 40 feature-rich exclusive new games released, including blockbuster branded titles such as the action-packed Lara Croft® Temples and Tombs™ and Village People® Macho Moves online slots. We’re looking forward to building on that momentum as we head into 2020, when we will be revealing another wave of exciting releases and announcements to shake up the new year.” – James Buchanan, Director of Global Operations at Microgaming.

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