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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

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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Gaming Realms Partners with Scientific Games

Niji Narayan

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Gaming Realms Partners with Scientific Games
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Gaming Realms plc, the developer of mobile gambling games, has signed a 3-year agreement with Scientific Games’ Digital group for the distribution of the Slingo Originals portfolio via SG Digital’s Opening Gaming System platform. As per the agreement, all 29 Slingo Originals games will be distributed to over 200 operators globally via SG Digital’s OGS.

“This agreement marks the continuation of the close partnership we have with SG Digital, having previously successfully worked together on the development and distribution of exciting games such as Slingo Rainbow Riches. The opportunity to distribute our games through such a highly regarded global platform such as SG Digital’s OGS is a clear endorsement of the potential of the Slingo Originals portfolio in the world’s regulated markets. We are extremely excited to be able to bring our games to new audiences,” Patrick Southon, Chief Executive of Gaming Realms said.

“Our aim for the OGS platform is to bring the world’s best content to players around the globe, and this partnership with Gaming Realms is a key step toward that goal. By offering Gaming Realms content on the system, we’re ramping up our platform and giving them access to more players. It’s a true win-win,” Dylan Slaney, SVP Casino for SG Digital said.

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Hyperion: Unlocking the brightest minds in IT to offer infinite scalability

George Miller

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Hyperion: Unlocking the brightest minds in IT to offer infinite scalability
Stav Zilbershtein, CEO and founder, Hyperion
Reading Time: 3 minutes

 

Exploring teamwork, transparency and talent, CEO and founder Stav Zilbershtein outlines how Hyperion has cultivated a climate of creativity to bring together some of tech’s brightest minds on a mission to disrupt the IT outsourcing market.

iGaming is a sector shaped by ideas, with your team of 100 (and growing) do you subscribe to the ‘many minds make light work’ adage, and can you describe an instance where your team-led approach has resulted in ‘pure alchemy’?
Alchemy is a process of melting minds together. On both sides of the project we find that a breakthrough in the creative process stems directly out of open communication between the development team and their product owner at the client end. The more you allow a culture of open feedback where developers and team members alike can contribute to the discussion the more creative solutions arise. No matter how talented a product owner can be – a group of minds will always generate new ideas better than one bright mind. We encourage this kind of communication and work dynamics between our teams and the clients and I think that is what makes innovation possible.

Transparency is a key part of your business, from the open hierarchy in-house to clear communication with clients, how is this helping to bridge the gap between notoriously inaccessible segments of the market like blockchain, cryptocurrency?
At the end of day, from my observations, projects don’t fail on the capacity of its members to execute (even though it is so in some cases), but in the majority of cases projects fail because of communication issues. The more layers you have between you and the execution layer the more likely that your project is going to fail. A team of amazing architects can fail miserably by red tape and complex approval processes on a clients’ end. We believe that by bringing all layers of the projects together and running retrospective calls where we raise issues on both sides and then work together to solve them and improve the full spectrum of performance is a key factor for success.

With technology-led roles, do you feel there’s more focus on salary and career paths or are people more excited by the challenge of working on innovative projects?
People wake up in the morning and go to work to feel purposeful. This has always been the case throughout history. Getting paid the right salary takes your mind off worrying about your financial stability but it cannot generate happiness and real creativity. People are looking to feel a part of something bigger, they want a sense of purpose and they want to know that they are being appreciated and that their voice is heard in their working environments. In IT, engineers always want to express their creativity and contribute to the ongoing process of optimizing and improving a product experience. When you give them the right conditions they will bloom and the results will exceed your expectations.

In relation to this, do you feel the iGaming sector is providing more unique, inspiring projects and why is this?
With the US markets reopening I think we are entering a decade where we will see booming innovation. Old legacy systems are constantly in the process of being replaced by newer more flexible solutions that are also much more integration friendly. This leads to a stream of new companies and solutions that we will keep on seeing in the industry and with them the rise for talented engineers that can contribute in driving the wheels of innovation forward will always come short in comparison to the amount of ideas that this market will strive to manifest in the near future.

Ahead of 2019, recruiters are saying that demand for tech talent is outstripping supply across fintech, gaming, etc. How does your disruptive, teamled approach combat this?
That is totally true. I believe that outstaffing is one of the only chances for scalability in the long run for any fast growing company. Aspiring to have as many of your people inhouse can be great to a certain extent. Scalability will remain an issue for any company within the EU or the US just as much. With ever growing wages and more diverse IT job opportunities in the market HR units are being pushed into a corner. Ukraine is an IT hub for outsourcing. It is still the leader of today’s market with the most mature level of senior and median software engineers with an increase in IT graduates entering the market at a staggering rate there is no doubt that they leave dust to many eastern european countries that strive to increase their entry into the IT market. Hyperion provides a clear advantage which allows us to attract the brightest minds to enjoy working with highly challenging and interesting projects in European conditions. Such a win win is how we allow companies to scale when they need it the most. In every fast growing tech company, time is of the essence!

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French Sports Betting Revenue Increases in Q1 2019

Niji Narayan

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French Sports Betting Revenue Increases in Q1 2019
Photo Source: wikimedia.org
Reading Time: 1 minute

 

French online gambling market has experienced year-on-year growth in the first quarter of 2019. The growth is primarily due to a 52% increase in revenue from the sports betting sector. Overall revenue for the three months to March 31, 2019, amounted to €357m. Sports betting was the main source of income with revenue of €222m.

Football was the most popular sport to bet on in France, with punters wagering a total of €716.8m, followed by the English Premier League on €73.3m and Europe-wide the Champions League with €68.0m.

Tennis wagering was also up 53% year-on-year to €250.0m, boosted by a 138% rise in bets on the Australian Open, while basketball betting climbed by 42% to €177.1m. Horse racing revenue, which ARJEL reports separately to sports betting, came in at €67m in the quarter, up 3% on €65m last year.

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