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Lottery must act to protect its market share, or risk losing it

George Miller

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Lottery must act to protect its market share, or risk losing it
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The lottery sector must stick together to protect its market share and fight off the existential threat caused by global lockdown, according to Spinola Gaming CEO Ade Repcenko.

A small number of retail and online providers currently drive the industry from a technology aspect. In most cases, a lottery will only utilise one provider and they are locked into long term agreements which prohibit the use of external or additional technologies. These restrictive agreements make it harder for state-run operators to get online and continue to generate revenue, as their existing providers don’t have the appropriate technologies or capabilities to get clients online quickly.

Repcenko explains how this has to change for the industry to survive the existential challenge of Covid-19 lockdown. “In a time when people are keeping their distance, it’s important that we stick together to make sure lottery survives, not dies,” he explained. “It’s time for the lottery sector to unite and join forces, to help each other and our clients for the greater good by working together on utilizing technologies that enable all of us to add value to our existing relationships, which helps our clients continue to raise funds and generate revenues for good causes. Most importantly, we cannot let alternate options become more attractive to players than the games they are used to playing every week.”

As the global lottery sector faces its biggest ever challenge, the solutions provider CEO believes the industry is being forced to make the shift online earlier than planned. For many, it would have been an inevitability over the next 3-5 years, but with retail now unable to sell tickets, that process has to be accelerated. Most operators are backed into a corner through long term retail relationships, with such relationships being the cornerstone to sales for the past decades, but now that model has to adapt.

“Operators could take a leaf out of the online casino business model that treats affiliates in the same way that retailers are to lotteries. The affiliate model is easily implemented, requires no new forms of technology or advanced development and allows both operator and retailer to take advantage of the current situations,” suggested Repcenko. “At the same time, operators need to appeal to their existing software providers to look at ways in which they can remain active during these troubled times and will require a level of compromise from both sides. Operators need to look at new forms of revenue sharing to allow for the affiliate model to work and software providers need to open up to working with new and modern forms of technology to be able to provide the level of service that these state run operators very desperately need right now.”

The online sector has proven to be much more resistant to the current climate than retail, as is shown by the growth of third-party operators. However, to compete with these companies, there are many innovative digital lottery solutions on the market to help national operators and their software providers get online quickly. As lottery players begin to adapt to the global lockdown by moving online, the traditional lottery sector must do the same to keep their market share, or else it could be gone by the time retail reopens.

Industry News

CT Gaming Interactive Partners with Meridianbet

Niji Narayan

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CT Gaming Interactive Partners with Meridianbet
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Online gaming content and solutions provider CT Gaming Interactive has entered into a deal for launching games with Meridianbet. The deal will see the online casinos under the brand host the CT Gaming Interactive’s games, which include special jackpots.

“I am very pleased and proud that Meridian has selected us as its partner. We are confident that our market-leading portfolio of games will support its strategy to deliver the ultimate player experience to its customers,” Lachezar Petrov, general manager at CT Gaming Interactive, said.

“We continue to expand our customer base and the games launches with Meridian’s well-known sites enable distribution to a new group of players,” Petrov added.

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European Gaming News

Major European Gambling Brands Cut Advertising on IPR-infringing Sites

Niji Narayan

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Major European Gambling Brands Cut Advertising on IPR-infringing Sites
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A new report by the European Commission has found that an industry-led memorandum of understanding (MoU) on online advertising and intellectual property rights has led to a significant reduction in the unintentional placement of advertising from Europe’s major gambling brands on websites which infringe upon intellectual property rights.

The MoU, published in 2018, was established to limit advertising on websites, such as illegal sports streaming sites, and mobile applications that infringe copyright or disseminate counterfeit goods.

As part of its review of the effectiveness of the MoU, the Commission has presented a new report today which found that the MoU has created more awareness among brands that their advertising may end up on IPR-infringing websites. According to the report, the share of total advertising for European businesses on IPR-infringing websites was reduced by 12% since the introduction of the MoU, while gambling advertising from Europe’s major brands (including all EGBA members) decreased by 20%, from 62% to 50% during the reporting period.

The European Gaming and Betting Association (EGBA) welcomes the report’s conclusions and is pleased with the significant progress made by EGBA members and other major brands in reducing the unintentional placement of their advertising on IPR-infringing advertising channels.

“EGBA welcomes the progress made by EGBA members and other major gambling brands in significantly reducing the unintentional placement of their advertising on IPR-infringing websites and is pleased that major online gambling companies are playing a central role in EU efforts to crack down on IPR infringement. Most reputable companies do not intend to advertise on IPR-infringing websites, but it happens and is difficult to control, and EGBA acknowledges that remedial action is needed to prevent it. That is why we have been actively engaging with the European Commission and other stakeholders to take action and are pleased those efforts are beginning to bear fruit,” Maarten Haijer, Secretary-General of EGBA, said.

“EGBA is committed to promoting responsibility and driving standards in Europe’s online gambling sector and we encourage other companies to join us – and be part of the solution, not the problem – by adhering to responsibility initiatives such as the MoU. This initiative proves that greater cooperation at EU-level can benefit the sector and how it is able to respond to the challenges it faces, including on advertising,” Maarten Haijer added.

 

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Industry News

Applicants for Dutch Online Gambling License Required to Show Nearly 3 Years of Good Behaviour

Niji Narayan

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Applicants for Dutch Online Gambling License Required to Show Nearly 3 Years of Good Behaviour
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Any online gambling operator applying for a license in the Netherlands must show almost three years’ worth of good behaviour before their applications will be considered by the local regulators.

Rene Jansen, the chairperson of the Kansspelautoriteit, made this known during a keynote address at a conference in Amsterdam.

Rene Jansen said that the country’s count down to the Remote Gambling Act has begun, and it is expected to take effect on March 1, next year. After this date, all licensees will, in every likelihood, start submitting applications. The regulated market will be rolled out almost six months after that.

Jansen noted that the regulator had transferred operational control of the Central Exclusion Register to the Netcompany, its managing partner. The country’s associated Data Safe, the one that each operator must connect to so that the regulator can also check their vigilance on customer activity, will notify the EC.

This coming October, the regulator will also bring in new responsible gambling measures. In November, it will issue concrete details regarding the license application process.

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