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Exclusive interview with R. Franco Digital: “Our success is based around making games which resonate with players”

George Miller

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Exclusive interview with R. Franco Digital: “Our success is based around making games which resonate with players”
Reading Time: 3 minutes

 

The Netherlands has long been talked-up as the next premier iGaming market. With the newly regulated market set to open later this year, we sat down with Javier Sacristán Franco, Director of R. Franco Digital, to uncover the strategies being put in place by those suppliers aiming to hit the ground running.

There has been some talk that the Netherlands can become one of Europe’s biggest iGaming markets – does R Franco agree with this statement and if so, why?

There is little doubt in our mind that in time, the Netherlands will become one of the most important iGaming markets in Europe. For that reason, at R. Franco we are aware of the importance in hitting the ground running when the new online regulation comes into force on October 1st, 2021. On that date, we will establish ourselves in the Netherlands armed with all our products and services. Dutch operators will be able to utilise our IRIS platform, which is integrated with more than 40 providers across sports betting and casino, the latter including R Franco Games. We also have sophisticated CRM tools, an array of market-relevant payment providers and leading affiliate programmes. In short, everything an operator could ask for to strike an early blow in a newly regulated market. It is also important to highlight the fact that within the IRIS platform, we have included a control system specified by the CDB (Controle Data Bank), in addition to all the additional requirements of the Dutch Gambling Authority.

How does the impending regulatory regime in the Netherlands compare to Germany?

Clearly, there are several important differences that must be taken into account. At the same time, there are certain truths that hold whichever regulated market you are working in. The most important thing for R Franco is that we satisfy our clients while also working alongside regulators. That way the end result is an online market that benefits everyone, from operators right down to the end user – and of course, the regulator that helps ensure the whole ecosystem is safe, secure and responsible.

How important will the Netherlands ultimately become in terms of R Franco’s overall strategy?

For R Franco, the Dutch market represents a clear opportunity for expansion and business growth in Europe, aligning perfectly with the Group’s established strategy. Thanks to the deals we have already closed with strategic partners in the online sector, we see the opening up of the Dutch market as a chance to strengthen these alliances. It’s also an opportunity for us to provide a high level of technological innovation that will assist any operator aiming to stand out within a market as interesting and attractive as the one in the Netherlands.

What importance do you place on localising content for players within this market?

One of our Spanish mottos translates as “R. Franco is Game”. This means that from our origins as a company dating back to 1965, the key to our growth has been the player. We have always created content based around what a player’s preferences are within any given market. To answer the question, we know that the success of our clients – and in turn, our own success – is based around making games which resonate with players and with which they can have fun in a responsible way.

What sort of games do you foresee Dutch players enjoying?

Without giving too much away at this early stage, we have carried out an extensive market analysis in the Netherlands. Based on the results, we plan to make available to our clients a catalogue of games that tallies with the tastes of players. That means a wide variety of games and themes, with the intention of securing 100% satisfaction from every client.

To what extent will your choice of partnerships determine your success in the Dutch regulated market?

Without a doubt, the choice of partner within a highly competitive iGaming world is crucial. The alliances that are the strongest are those that share a common goal, with each partner bringing out the best in one another. For this reason, R. Franco has pursued and secured partnerships with major players in the industry with whom we work together at a global level. The world has changed and R. Franco is proud to be an integral part of the exciting new iGaming environment we all find ourselves immersed in.

Interviews

Exclusive Q&A with Andrey Vajdyuk, Head of Business Development for NetGame Entertainment

George Miller

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Exclusive Q&A with Andrey Vajdyuk, Head of Business Development for NetGame Entertainment
Reading Time: 3 minutes

 

How has 2021 begun for NetGame Entertainment?

We’re incredibly pleased with how the year has begun as it’s seen us deliver on our key growth targets in Q1. Against the backdrop of an unforgettable 2020 for the industry, we worked tirelessly to set the perfect foundation and it’s allowed us to seamlessly focus on new jurisdictions, promotions, aggregator and platform partnerships.

Our creative games studio has been busy with several hugely popular releases that included the latest in our Book of Nile series and Fruit Cash Hold ‘N’ Link. Another milestone for the business since the turn of the year was the launch of crypto currency and it means we now work with all world currencies.

NetGame Entertainment’s creative studio continues to release a wave of successful slots, what makes these titles standout from the crowd?

Our creative team and studio is second-to-none and deserves all the plaudits for the positive reception of NetGame’s titles. The team has been curated over time and is perfectly positioned to drive the business forward through designing exceptional iGaming experiences.

Supporting the innovative thinking are outstanding graphics, fair and trusted math and a combination of interesting features that each help deliver the best experience to players. Particular attention is paid to our bonus games and multiplayer elements that both have positive impacts on player engagement and retention.

Engaging bonuses feature heavily within NetGame Entertainment’s slots, what impact do these have?

Bonuses add to the fun for players and make games more exciting as we constantly strive to make every user’s experience interesting and enjoyable. NetGame’s bonus games are synonymous with our brand and there are various levels to the in-game features. One component that players love that’s present in some of our titles is the option to buy different starting levels within the bonus game to give a greater chance of success.

We are proud of our Progressive Jackpot Series Game and these have really added to player engagement and therefore life-tme-value. Other NetGame features include Free Spins, Buy bonus feature, Gamble feature, Tumbling reels, Hold N’ Link, Pick’em Game, Fortune Wheel, Super Laser, Multiplayer Mode, Totalizer, Pay-any Symbol and Quick cash.

The Fishing Kingdom slot has a multiplayer element, is this something that NetGame Entertainment will introduce more?

Fishing Kingdom has been incredibly well received and the results have been beyond encouraging. The game has been beautifully designed, but the standout feature is the multiplayer element. Given the results thus far, we plan to develop these styles of games and there will be another three launched during the remainder of the year.

How do slot series, such as Book of Nile, perform when compared to standalone titles?

We’ve been thrilled with how warmly the public has taken to the Book of Nile series. Magic Choice launched in February as the third installment following Revenge and the Lost Chapter. The Egyptian series is packed full of fun features and builds a narrative across the three games that players have really engaged with. Book of Nile is one of our most volatile games and that really adds to the breathtaking experience on the reels. Our series games and standalone titles perform equally well with our partners and that’s thanks to the creative team’s commitment to fun, thrilling and rewarding experiences. The key for us is having a diverse library of games to suit all our partners’ demands.

What are your business expectations over the next 12 months?

The next 12 months promise plenty for NetGame Entertainment and we have high expectations on delivering on our action-packed roadmap. One core element of that strategy is that we’re close to obtaining our MGA license and you are the first publication we have shared this information with.

Later in the year we’ll also be revealing some more details on some major arrangements with big aggregators and operators. These significant deals will allow us to expand NetGame’s reach in the market and give more players the opportunity to fall in love with our proprietary titles.

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Interviews

Exclusive interview with Petra Maria Poola, Head of Business Development and Operations at OneTouch

George Miller

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Exclusive interview with Petra Maria Poola, Head of Business Development and Operations at OneTouch
Reading Time: 2 minutes

 

We sat down with Petra Maria Poola, Head of Business Development and Operations at the mobile-first casino game developer OneTouch, to discuss how suppliers should adapt their products to the geographic regions which they are targeting.

Is content localisation a myth?

No – for those who get it right, it’s an invaluable acquisition and retention strategy. What do we mean when we talk about localised games? Put simply, it’s a title that’s tailored to a specific geographic audience.

And it takes a lot more than just changing the language to do that. From both a visual and technical perspective, adapting your content to individual target markets can do wonders for engagement.

For example, there are obviously still places lacking in internet coverage, particularly in growth regions such as Latin America. For suppliers trying to enter those territories, that makes it all the more important to ensure that your games don’t take up too much storage, and can be easily downloaded by those with an older smartphone model or a slower internet connection.

Do you localise your games? If so, how? And which regions are they tailored to?

Here at OneTouch, we think it’s all about striking the right balance between creating international hits with cross-cultural appeal, while also producing content for specific local audiences.

Our recent release, Ganbaruto Battle, draws inspiration from the great Japanese tradition of sumo-wrestling. It features a renowned Estonian wrestler called Baruto Kaito, so its appeal is likely to include, without being limited to, players from that country.

Equally, classic casino themes such as Ancient Egypt and Vegas-style fruit symbols often generate global popularity. Our timeless slot title, Forgotten Pharaoh, has achieved tremendous and widespread success by drawing on the former theme.

One might expect that our basketball-based slot MVP Hoops performs especially well in markets where that sport is popular, but it’s actually proved a hit in regions where basketball is not generally followed by the wider population.
Finally, we expect our upcoming title Live Crash to reach a transnational audience, because it is a crash-style title similar to those enjoyed in the crypto-gambling space – which is rapidly gaining followers from around the world.

We research every market diligently to understand what its players want in precise detail. Localisation has proved a successful strategy for OneTouch!

Are there any aspects of game development which are internationally uniform, and do not vary based on where you are in the world?

Some aspects of content development require more localisation than others. Failing to geographically adapt your game from a visual perspective might mean that customers might not want to play it. Failing to do so from a technical perspective, meanwhile, could mean that they are not able to play it.

However, there are other stages of the game development process which are not subject to regional variation. With the exception of a game’s volatility, mechanics do not tend to vary all that much on the basis of geography, unlike technical and visual effects.

Similarly, sometimes localisation isn’t just about adapting to cultural or infrastructural differences, it’s simply a case of knowing the ratio of land-based to online players within the market you are targeting. It’s all about creating an enjoyable entertainment experience for the end user by paying heed to their specific cultural context. Get that right, and you could be onto a winner.

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Cryptocurrency

‘What is the role of social media within real-money gaming, and how will this change in the years to come?’

George Miller

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'What is the role of social media within real-money gaming, and how will this change in the years to come?'
Reading Time: 2 minutes

 

We sat down with Tom Leadbetter, Head of Marketing at multiplayer casino game developer FunFair Games, to discuss the increasingly important role played by social media within the modern-day gambling industry.

The casino industry’s use of social media is fundamentally outdated. Specifically, the world of iGaming has yet to understand the true value of community engagement.

The crypto space, by contrast, has long been ahead of the curve. That includes crypto-gambling, which places community at the heart of its acquisition strategy. Yes, many in the real-money gaming sector post about their activity, but that’s rarely followed up with a conversation.

That’s why FunFair Games uses social media to start a two-way dialogue with its community, stimulating discussions on platforms such as Discord, Reddit and Telegram, as well as more conventional social channels like Twitter, where we’ve got more than 35,000 followers.

I doubt there are many companies in the real-money space who use Reddit, but we’re proud to call ourselves pioneers in the gambling industry’s use of social media. And with a current membership count of nearly 17,000, as well as 72,000 page views in January alone, we’ve found the platform to be a fantastic engagement tool.

Keeping your community engaged takes more than just emailing a newsletter without response. We live stream our games at the prototype stage, and ask for community feedback on the names of the characters found in our titles.

In that regard, social media is a great way to garner instant feedback on your content. The crypto index is much younger, boasting a higher level of popularity among Gen Y and Z players than the mainstream casino sector.

Crypto is therefore a useful predictor of things to come. If the emerging generation of player wants more community-driven experiences, it’s likely that social media will prove key to the gambling industry’s future.

There’s a tendency for the real-money sector to fear community engagement. In some ways, that’s understandable: scroll through Twitter these days, and most of the stories you find about gambling tend to be negative.

That negativity, though, stems from a lack of trust. That’s a word you wouldn’t normally associate with the world of gambling, but social engagement allows you to cultivate it. Most of the feedback we get is positive, but our community often flags potential problems too. We don’t shy away from spirited discussions and debates with them – it’s not that everyone agrees, but that everyone cares.

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