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Gamesys builds on “transformative” year with 360º customer experience focus

George Miller



Gamesys builds on “transformative” year with 360º customer experience focus
Reading Time: 3 minutes


Following a landmark 2019, Lee Fenton, the CEO of the newly formed Gamesys Group, reveals how a recent integration of Zendesk’s customer service and engagement platform is providing the groundwork for Gamesys’s ventures/brands.

With over 1,300 employees across 16 group offices worldwide Gamesys puts a lot of emphasis on ensuring the best customer service across all your brands, how has your recent transformation via Zendesk enhanced your focus on customers?

Zendesk has set the foundation for our 360º view of the player initiatives for 2020. Being able to look at our players in different contexts while all within one unified system, gives us the ability to provide a personalised experience for our players based on their preferences and needs. Our players may prefer to engage with us on social channels, receive a call-back or search for the answer to their issue without ever engaging with our advisors. Zendesk has allowed us to introduce these options and enhance our existing channels increasing our teams’ capacity.

Zendesk has also provided us with an invaluable insight into what our players expect from our customer experience team. This enables us to personalise our player’s experience even further as we roll-out the next phases of our customer care platform. Our ultimate aim is to ensure that we provide the best experience, via the right channel, within a safe and responsible environment.


Gamesys’ customer service transformation required collaboration across multiple teams to get buy-in and transform their service centres, what’s the key to keeping everyone on message?

To understand the magnitude of collaboration that was needed to enact this change, 21 teams actively contributed to the successful selection and 82-day roll-out of Zendesk. The success of the initial rollout came down to personal investment, a willingness to engage and constructively work through competing priorities and a commitment to improving both the experience and toolsets for our players and advisors.


Not many companies have to provide market-leading customer experience to a global player community, what are your top priorities in terms of anticipating your customers’ needs?

Our top priority for 2020 in the customer experience space is to provide the best entertainment to our players within a safe and responsible environment. This relationship demonstrates our commitment to understand and care for our players and enables us to provide the most enjoyable customer experience.

Zendesk provides a unified view of the player, multiple avenues to reach out to our community and contributes intelligence which we use to refine our predictive models which identify users who may potentially be at risk.

As regulations evolve, it is vital that we continue to demonstrate our commitment to compliance. Zendesk provides us with tools for rigid GDPR compliance, auditing and reporting for KYC and AML.


How do you measure the impact of the customer experience with your customers, are you predominantly focused on retention and spend or is there more to it?

We want to build long-term sustainable relationships with players. We measure the impact of their experience through their engagement with our brands throughout their lifetime rather than spend.

We are always looking to invest in our players and their experience, and this gives us a competitive advantage in the marketplace. We are in the entertainment business which is at the heart of the reason why players visit our sites. Our focus is providing enjoyment whilst empowering them with the tools to control their play. By providing a frictionless customer experience, we enhance the value of the brand which helps in our goals of creating a sustainable responsible business and organically drives brand awareness and retention.


Bingo players and operators are unique compared to other sectors of the gaming community. Where do you see the key differences in providing customer service to this sector than say land-based casinos or slots customers?

For our online Bingo-led brands, we have a vibrant social community who enjoy engaging with other members and our Chat Hosts. Our community is often the first to provide us with constructive feedback on our games and engage with us if there are any issues on the site that may need attention. This community feel is not unique to our Bingo players and can be equally applied to other segments of our poker and casino communities. At Gamesys, we have found that brand, player demographics, and a player’s persona influence the type of customer experience one would most prefer to receive — whether that be via phone, email, chat, or even self-service.


As an award-winning, leading global operator, what does Gamesys’ vision look like in the next decade and what part do your service centres play in this?

We continue to invest in the Gamesys Group multi-brand strategy and we recently launched a new site with Scientific Games which is dedicated to one of the UK’s most popular slots, Rainbow Riches.

We will also continue to develop our existing ventures while expanding into new markets. As we know from entering new markets such as Germany, Sweden, and Japan, each market comes with unique challenges, opportunities and regulatory compliance requirements. Our advisors and the player experience we provide will continue to adapt and remain flexible so that we can respond continually to meet our player’s expectations.

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Industry News

Inspired Updates COVID-19 Impact on its Business

Niji Narayan



Inspired Updates COVID-19 Impact on its Business
Reading Time: 2 minutes


Inspired Entertainment has provided an update on the impact of COVID-19 on its global operations. The company has temporarily closed its physical locations following the governmental restrictions.

Due to this business disruption, the Company’s management and Board of Directors have implemented a range of actions to maintain financial flexibility and preserve liquidity.

“The exceptional team and capabilities we have built, as witnessed in our fourth quarter 2019 results, strongly position us to navigate this unprecedented environment. Alongside our concern for the well-being of our employees, our priority is to steadfastly strengthen our financial flexibility, prioritize investments, and reduce our expenditures in this time of uncertainty,” Lorne Weil, Executive Chairman of Inspired, said.

Since the middle of March, the Company has drawn down approximately $24.9 million on its revolving credit facility to provide additional near-term liquidity and cancelled or delayed material capital expenditures. Most recently, the Company implemented furloughs, reduced work hours and reductions in compensation, as well as additional measures across its entire workforce. The effect of these actions is expected to lower the Company’s future cash payroll expense to less than $2.0 million per month.

The Board has determined to indefinitely delay the payment of accrued executive bonuses for the year ended 31 December 2019 and to waive cash payments of Board retainers that were due to be disbursed during the second quarter of 2019.

“We have taken these decisive actions, which we believe are appropriate for our current level of business, as we prepare our Company to withstand a potentially prolonged period of impaired revenue, including the loss of much of our retail revenue. At this point, we have limited visibility as to when our customers’ land-based locations may reopen. We believe our actions are appropriate steps to preserve our liquidity given the current environment. That said, we continue to undertake aggressive efforts to reduce our operating expenses on an interim basis and expect to report further as these steps are implemented,” Weil said.

“We have been fortunate that each of our Virtual Sports and Gaming businesses have had a substantial and growing presence in online/interactive, providing us an important cushion against the current cessation in our land-based business. Our customers have reported to us that they are experiencing significant demand from consumers in the US, Europe and Australasia to bring Virtual Sports onto their respective systems as rapidly as possible, given the lack of live sports content for wagering. We are doing our best to accommodate such demand at this difficult time,” Weil added.

“We continue to monitor developments on a real-time basis and are focused on responding to the needs of both our customers and our employees. Our hearts go out to all who have been impacted by this global pandemic. We’re looking forward to resuming normal operations as soon as conditions permit, as we seek to build upon our positive momentum from the fourth quarter,” Weil concluded.

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Industry News Group Updates COVID-19 Impact

Niji Narayan


on Group Updates COVID-19 Impact
Reading Time: < 1 minute Group, a provider of digital marketing services for the global iGaming industry, has provided an update on the impact of coronavirus on its financial and operational performances. The Group has been operating under a work from home policy since 16 March 2020.

The Group expects that the cancellation and/or postponement of major sport events will have a negative impact on revenues from the sports betting segment. Since many major sport events have taken place as planned in the first half of March, the Group is not expecting a significant impact on revenue in March.

The majority of the Group’s business is outside of sports betting. The Group’s largest segment is online casino which is now having a positive trend. So, the Group does not expect the COVID-19 pandemic to have a long-term effect on its business and view the situation as temporary in nature.

At the end of March, the Group implemented further cost reduction measures that will result in ongoing quarterly savings of EUR 0.15 million in addition to a temporary measure for the second quarter which is expected to save approximately EUR 0.3 million.

The company has also provided a trading update for January–February 2020. The total revenue for the period was EUR 2.41 (3.32) million and adjusted EBITDA amounted to EUR 0.39 (1.17) million. Net Interest Bearing Debt (NIBD) amounted to EUR 9.43 (15.19) million at the end of February 2020.

The effects of certain open-market bond purchases disclosed on March 25 will reduce NIBD by EUR 1.43 million. Sports betting revenue during the period accounted for less than 20% of total revenue.

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Industry News

Pragmatic Play And LeoVegas Announce Highly Awaited Bingo Deal

George Miller



Pragmatic Play And LeoVegas Announce Highly Awaited Bingo Deal
Reading Time: < 1 minute


Pragmatic Play and LeoVegas have announced a ground-breaking deal which sees the award-winning casino launch top bingo games from one of the industry’s leading content providers.

Existing players on LeoVegas brands such as LeoVegas UK, Crown Bingo, Pink Casino and Legs Eleven will now have access to one of the most innovative and multi-featured bingo products on the market, offering highly competitive daily jackpots and prizes.

This deal strengthens Pragmatic Play’s strategy to offer a full suite of cutting-edge iGaming products to a wider audience.

Claire McDaid, Vice President of Bingo at Pragmatic Play said: ‘I am thrilled and thoroughly looking forward to working with the LeoVegas team on both their existing bingo brands and their new launches.”

“The Pragmatic Play bingo team have worked vigorously to ensure we have a stand-out product across UX, UI and Back Office features which I am confident will enable LeoVegas and the Rocket X managed brands to drive their bingo business forward.

A spokesperson at LeoVegas said: “We are delighted to further enhance our agreement with Pragmatic Play and take their revolutionary bingo offering.

“We have a close relationship with the supplier already, taking both slot titles and Live Casino products, so it was the next logical step to take another vertical from them, considering how well their products have performed in our portfolio.”

The provider’s Bingo product offers a market-leading number of variants including 90, 80,75,50 and 30 ball bingo. At ICE 2020, the supplier created much excitement with the launch of a unique mobile-first bingo game, ensuring partners have innovative and exciting content to attract and retain both bingo and softer gaming customers in an ever-increasing competitive marketplace.

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