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Entain Pioneers Preventative Approach To Player Protection

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Entain, the leading global sports betting and gaming entertainment operator with brands including Ladbrokes and bwin, has completed the initial stage of its pioneering preventative approach to customer protection, known as ARC (Advanced Protection and Care). As a first outcome the company has significantly extended behavioral indicators used to identify players potentially at risk and is now developing models using more than three times the previous number.

Entain believes ARC will provide unprecedented safeguards for customers of its online sports betting and gaming brands by minimising problems before they arise. This promises to revolutionise conventional thinking around responsible gaming and usher in a new era of more personalised and proactive, technology-driven player protection, widely applicable across many forms of online sports betting and gaming entertainment.

“ARC is fundamental to our future strategy for sustainability and growth,” said Jette Nygaard-Andersen, Chief Executive of Entain. “We are putting customers first, both by prioritizing their safety through our use of technology to limit individual exposure to risk, whilst also enhancing their experience across all our brands. We will do this not only in our traditional markets of sports betting and gaming, but also as we grow into new areas, like videogaming and esports as a global entertainment company.”

Since 2018 Entain has monitored customers using markers of protection based on things such as frequency of play, changes in spend patterns and length of time of online play. The new markers being trialed include additional checks on, for example, fluctuations in stake levels, erratic play during a single session and signs that a player might be chasing losses. These were identified as potential danger signs by world-leading academics and gambling support groups taking part in scientific workshops held by Entain earlier this year.

Data scientists at the company are now building models to test the extended range of new behavioral indicators in real situations, seeking to identify customers who, according to the research, may show signs of potential problems as well as people exhibiting intermittent signs of being at potential risk. Eventually, Entain hopes to offer every customer both a personalised playing experience and protection tailored to their individual risk profile.

“We’re using our technology, leveraging our data and behavioral science, to deliver a fundamental shift in customer care,” said Peter Marcus, Entain Group Operations Director, who is overseeing the development of ARC. “The real innovation is to apply hyper-personalisation, to customer protection – using insight into the individual behaviors of customers to manage their exposure to risk in real time.”

Data from the new models is to be assessed prior to further development of ARC in the coming months. Entain will also seek further input from Harvard Medical School Faculty, Division on Addiction collaborating with Entain on a multi-year research project, Dr Michael Aeur, from the scientific management of the Gambling Research Centre at the University of Hohenheim in Germany and Dr Mark Griffiths, a Distinguished Professor of Behavioral Addiction and Psychology, who all participated in the workshops and contributed expertise to feed into the design of the new system.

Entain will launch ARC first in the UK in the summer, offering real time online player protection for customers across all its brands and products, and plans to roll it out internationally from later in the year.

SOURCE Entain Plc

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BOLD NEW IN-GAME AD PLATFORM REVEALED BY PLAYSTACK

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Leading videogame publisher Playstack today proudly announces the launch of its innovative new advertising technology for developers – the ‘Interact’ SDK – which offers real world redeemables that reward players for interacting with (rather than being interrupted by) in-game advertisements.

Advertising plays an increasingly important role in game monetisation, however Playstack believes there can be better, less interruptive ways of integrating ads.

Interact has been designed to offer developers a new way to monetise whilst making gaming sessions more immersive and rewarding; seamlessly integrating brands into games. This lightweight, easy to integrate SDK gives developers three new advertising alternatives; virtual display advertising, full level takeovers and real world rewards. Developers get engagement and revenue, brands get new customers and players get free stuff.

The Interact technology also gives developers a free, powerful and integrated way to cross promote their own games and apps; allowing them to engage even more with their ever growing audiences.

“Serving ads to gamers has increasingly become like the Wild West. Players are seeing ads interrupt their mobile gaming experience, causing people to skip them, ignore them, or even churn from the game completely. We intend to change that,” said Harvey Elliott, CEO of Playstack. “Our ethos compels us to search out better ways to serve both developers and players – so we’re thrilled to launch Interact as a serious alternative for integrating advertising into games.”

The brand partnership team at Playstack have years of experience and an intuitive understanding of how to integrate brands into games from their work with Playstack’s own portfolio of games. They know how to deliver a branded in-game experience which delights and rewards players and generates real campaign value for brands. Through Interact they are bringing this network of partners and campaign know-how to games developers worldwide.

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NASR Esports takes Global Esports Tour 2021 Dubai title in undefeated run

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United Arab Emirates-based team NASR Esports lifted the Global Esports Tour 2021 Dubai title in style, winning the Counter-Strike: Global Offensive tournament in an undefeated run on November 27.

The team beat Doomsday 2-0 in the semi-finals in a best-of-three tie, before whitewashing Triple 6 3-0 in the best-of-five grand final to win the US$8,000 pay cheque.

The runners-up took home US$4,000 while Doomsday and Level E-sports won US$1,500 for making it to the final four.

They came through a field of 30 teams that took part in the open qualifiers, all vying for a spot at next year’s Global Esports Tour Dubai.

NASR Esports’ victory will assure them a spot at the event in March, where they will compete against the world’s best professional CS:GO teams for a total prize pool of US$250,000.

The Dubai event wraps up the 2021 season of the Global Esports Tour, following successful stops in Los Angeles and Riyadh. Next up on the GEF calendar is the inaugural edition of its flagship event: the Global Esports Games held from December 17-19 in Singapore.

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Crypto gambling wins the market: BGaming gathered Q3 iGaming trends

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Over the past several months, the BGaming expert team has continued to analyze current trends within the gaming industry to determine the latest and most influential changes to the market. What cryptocurrency has shown the most significant growth across Q3, and which BGaming title has become the most fast-growing slot in the portfolio? BGaming has gathered a few interesting facts below.  

Mobile gaming keeps leading position. According to our company’s statistics, mobile gaming has far and away remained the most popular method of gaming, exceeding gaming on both a tablet and a computer. As a matter of fact, almost 95% of our players choose to play our games on their mobile devices, as opposed to nearly 3% and 2% for computers and tablets, respectively. 

The share of the young adult audience is growing. BGaming team has seen an increase in our young adult audience by almost 6% over the past year. In the current climate, young adults are spending more and more time at home looking for new forms of entertainment. Following that trend, iGaming providers track the most popular demands of this new generation, creating and adapting new games and products to meet the needs of this growing market. 

“When composing the road map of our games, we always rely on the analytics that our team collects. Of course, we strive to meet the needs of different generations, but it is important to be flexible and notice any changes in the market on time. So, for example, we see that the demand for exclusive products is growing. The audience wants to see unique games created according to their requests. And this is what we are working on, producing Brand Exclusive games for operators,” noted Marina Ostrovtsova, Executive Director at BGaming.

Crypto gambling wins the market. This year has seen an explosion in the popularity of cryptocurrency across every aspect of life. As digital money becomes more normalized, there has been a surge in their use across all igaming products. Of course, Bitcoin continues to be the most popular form of crypto; however, Litecoin has shown the most remarkable rise in popularity across Q3, increasing by 49%. In addition, Tether expanded in favor this year. BGaming team calculated a 108% increase in its use across brand’s titles in Q3.

Being the world’s first iGaming provider to offer cryptocurrencies, we draw particular attention to crypto gambling. BGaming widens its network of crypto projects and we see the results. The number of explosive winnings on crypto projects has significantly rised over the past few months,” highlighted Bogdan Gres, Brand Team Lead at BGaming.   

Aloha King Elvis is the fastest growing BGaming slot of 2021. BGaming has already released 11 games in the past year, including WBC Ring of Riches, Lucky Dama Muerta, and Dig Dig Digger slots. Released in Q3, the sequel to the immensely popular game Elvis Frog in Vegas, Aloha King Elvis, has almost caught up in popularity and shows the fastest growth among other BGaming titles. The game inspired by the talent and magnetism of Rock-n-Roll King shares includes three types of Jackpot and two types of Free spin rounds that make slot especially attractive to players. 

“We wanted to continue the story of cue Elvis which has already become a symbol of BGaming. The game met our expectations. Moreover, new features such as Buy Bonus and Chance 2.5 added in October also stimulated popularity growth,further noted Bogdan Gres, Brand Team Lead at BGaming. 

BGaming is a fast-growing game provider converting gambling into gaming. Thanks to an expert team and a player-driven approach, the studio creates innovative and engaging products featured on reputable platforms and 550+ online casinos worldwide. BGaming is the world’s first to support cryptocurrencies and offer Provably Fair games. Today the brand’s portfolio includes 70+ products with HD graphics and a clear user interface for every device.

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