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Why operators must look beyond bonuses in Sweden

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Why operators must look beyond bonuses in Sweden
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There’s been a lot of talk about the limitations of the newly regulated Swedish market due to operators only being allowed to offer one introductory bonus to players.

But bonuses are not the only thing players are looking for in today’s highly competitive online gambling marketplace. Today many users are more concerned about better service and faster withdrawals.

I believe if operators focused on these they would more than make up for any player churn being experienced due to the inability to offer regular bonuses.

One of the big trends taking off in the Swedish market over the past year has been the so-called ‘no-account’ casino. This term is something of a misnomer as there is indeed an account, but it is created in the background with very little effort required of players.

It would perhaps be more accurate to call it ‘automated registration’ and this would certainly be more popular with regulators, who are understandably concerned about any description that implies inadequate checks are being carried out.

This simplified registration process, made possible by Trustly, is particularly suited to the Swedish market, where consumers are racing towards a cashless society but are at the same time very protective of their privacy.

And, crucially for operators struggling to adapt to the new bonus regime in Sweden, customers using this automated registration process do not expect bonuses.

They do, however, expect to receive their money immediately when they win. One of the big frustrations among players is operators that hold onto their money for longer than they should, sometimes under the guise of doing KYC.

KYC is, of course, very important, but it shouldn’t be used as an excuse to delay payouts to players.

At Altenar we’ve recently launched our first sportsbook client in the regulated Swedish market, LuckyCasino.com, which offers Trustly to players.

While we recognised the attraction of the system and the importance of immediate withdrawals, we also saw the need to adapt the process to account for the fact that compared with casino, in sports betting there is a greater risk of fraud due to the potential for misuse of inside information.

We therefore designed a feature so that limits can be set, varying from operator to operator and segment to segment, and that when payouts go over that limit we have to manually approve the settlement.

By putting such thresholds in place, players can still enjoy the services of Trustly when betting, but there are protections in place to make sure the system is robust.

Operators using the automated registration process have reported huge success so far and I believe in the next 12 months almost all operators in Sweden will have implemented this. We’re shortly about to launch our second Swedish licensed operator using the same feature.

New entrants to the market should look to compete with the more established players by getting ahead of the curve in this way rather than trying to attract customers with huge first-time bonuses.

While many in the industry have complained about the bonus limitations, I believe we will have a better market without the constant slew of bonus offers.

I’ve been involved in the Swedish market for many years, going right back to my time at Expedt in 2002 through to working with Altenar’s partners both before and after the market regulated.

If we look back to the early 2000s, the bonuses that companies were offering their users were simply tools to help them learn the systems. Over time, this evolved into more and more operators throwing large sums of money at players to attract or retain them.

As a marketing tool this simply isn’t sustainable over the long term. It’s time operators started looking at other ways to attract and retain players and automated registration is certainly a good place to start.

 

Written by Dinos Stranomitis COO Altenar.

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LiveScore Group Announces Internal Restructuring as Part of Sustainable Growth Strategy

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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.

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Pronet Gaming Appoints Alex Karaoulis as its New Commercial & Product Strategy Lead

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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.

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Vbet Wins Best Online Casino Operator 2024 at SiGMA Europe 2024

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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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