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Relax Gaming boosts Romania reach with MaxBet.ro deal

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Relax Gaming boosts Romania reach with MaxBet.ro deal
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Relax Gaming, the iGaming aggregator and supplier of unique content, has reached an agreement to provide its catalogue to leading Romanian operator brand MaxBet.ro, bolstering its presence in the fast-growing market.

Under the agreement, the operator will be making the most of Relax’s entire suite of high-quality and varied proprietary titles, including Temple Tumble, Snake Arena, and Money Train 2.

As one of the first suppliers to earn accreditation in 2016 via the ONJN (Romania’s gambling authority), the deal marks further expansion into the market for Relax, following several partnerships with some of the market’s leading operators.

The latest in a string of European deals signed by Relax, the deal is testament to the company’s ambition to further boost its industry-leading reach with its games, as well as further positioning itself as the ‘go-to’ aggregator for major operators in the industry.

Daniel Eskola, Relax Gaming CCO, said: “With MaxBet.ro’s strong reputation and reach in Romania, this partnership significantly raises our profile among players there and further reinforces our footprint in an important European market.

“Our games provide a high level of quality and variety to suit different player preferences, meeting MaxBet.ro’s requirements for gaming content that appeals to a diverse range of customer profiles. I’m sure their players are going to enjoy them hugely.”

Victor Rusinov, CEO at Maxbet.ro, said: “Creating a highly entertaining experience for MaxBet.ro customers is the main goal of our company. We are thrilled to have added the multi-awarded ‘Provider of the Year’ to our portfolio.

“I’m sure our players will be excited to have the iconic hit game Money Train 2, available on our site, alongside all the other stunning titles from Relax Gaming. We truly believe that this partnership will be based on quality and professionalism.”

Relax now offers its partners more than 2,000 online casino games, featuring headline slots from its in-house studios along with a vast collection of content aggregated through its Silver Bullet and Powered By Relax partnership programmes.

Recognised by the industry as a true driver of differentiation, Relax Gaming recently celebrated winning “Casino Content Supplier” at the 2021 EGR Awards in February, as well “Casino Software Supplier” at last year’s EGR B2B 2020 Awards.

Compliance Updates

CT Gaming Obtains New Certification for Diamond King 3 in Romania

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CT Gaming has announced that its exceptional multigame, Diamond King 3, has been certified under the new regulations in the Romanian market.

“With the introduction of new technical regulations in Romania, we had to adapt our practices and obtain new product certifications. This certification represents a significant milestone, further solidifying CT Gaming’s presence in the Romanian market. Thanks to the work of our outstanding team, we were able to secure the necessary measures to ensure our clients and distributors can operate without any issues,” said Robert Stancu, Sales Manager at CT Gaming, Romania.

Diamond King 3 is the company’s premier multigame, showcasing CT Gaming’s commitment to delivering an exceptional gaming experience by combining classic titles with new releases. The multigame features 50 captivating games, including the legendary Mega Jack trio—Aztec Gold, Slot-O-Pol Deluxe and Champagne 20— which is now better than ever. Additionally, 20 games are linked to the exciting 3-level Diamond Tree jackpot. This combination offers players a diverse and thrilling gaming experience, with the potential for both small and large winnings.

Robert Stancu added: “The unique blend of iconic titles, innovative themes, and jackpot features are all designed to create memorable experiences for players and contribute to our customers’ success. The inclusion of ‘Give Me 5 Clovers’ adds a fresh and exciting dimension to the multigame, and we are confident that players will embrace the diverse gaming experience that Diamond King 3 offers.”

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Eastern Europe

BGaming builds momentum in Romania with Skywind Group

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BGaming builds momentum in Romania with Skywind Group
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Popular iGaming content provider BGaming has penned one more Romanian content partnership with global supplier Skywind Group.

As part of the deal, the online casino provider is set to benefit from BGaming’s engaging and forward-thinking portfolio of BGaming’s games, including top performing titles of the year, such as Aztec Magic Bonanza, Wild Cash and Space XY.

The move follows BGaming’s acquisition of a Class II licence from the Romanian National Gambling Office and a subsequent successful partnership with Superbet and Maxbet earlier this year.

Founded in 2012, Skywind Group has enjoyed exponential growth over more than a decade, with its portfolio featuring more than 300 games. Live in more than 19 regulated markets, the provider has also integrated its content with more than 1,000 operators.

BGaming’s collaboration with Skywind Group will initially focus on Romania, with future plans to expand into Colombia with the premium content provider, highlighting the studio’s impressive growth trajectory.

Olga Levshina, CCO at BGaming, said: “We are proud to further our reach in Romania by partnering with Skywind Group, a supplier that shares our passion for providing the most creative content in the market.

“We look forward to further growth with Skywind, with plans to expand into Colombia, but for now we hope their Romanian players continue to enjoy our fun and engaging games.”

Alina Popa, Business Development Manager at Skywind, said: “We are delighted to be providing BGaming’s top-tier, certified games to our players in Romania.

“BGaming is known for its player-first ethos and we know that the content offering is developed specifically with player feedback in mind. For this reason, we anticipate a long and successful partnership.”

 

BGaming is a fast-growing iGaming content 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 1,000+ online casinos worldwide. BGaming is the world’s first to support cryptocurrencies and offer Provably Fair games. Today the brand’s portfolio includes 100+ products with HD graphics and a clear user interface for every device. The studio is also known for its brand exclusives created in partnerships with leading operators in the industry.

 

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Affiliate Industry

Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar

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Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar
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Before taking the stage at EEGS’ upcoming Free Webinar, ‘The Relevance of Media Buying Activity in the Affiliate Space’, Sportradar’s Head of Publishers Relations and Affiliation, Andre Machado, sat down with EEGS for an exclusive interview. In this in-depth conversation, Andre shares his expertise on the importance of media buying, affiliate marketing, and navigating the complex compliance landscape. Get a sneak peek at his insights and expert advice before he shares his knowledge with attendees at the free webinar.

Can you share some key insights into the evolution of digital marketing within the iGaming industry over the past decade, and how it has influenced affiliate marketing strategies?

Operators are subsequently turning to automation technology to scale their campaigns and streamline their marketing processes. Automation has been the key and is being used within programmatic advertising technology to efficiently acquire new bettors at this critical time. Programmatic automates the buying of online advertising in realtime to serve highly targeted adverts to the most relevant audiences, which is highly efficient and limits ad wastage. In fact, our proprietary ads programmatic marketing service has enabled our global operator clients to increase click-through-rates by up to 60%, while increasing net gaming revenue by as much as 110%. We estimate that reducing the manual inputs in this process saves our clients up to two months’ worth of productivity annually.

Automation is similarly enhancing operators’ advertising performance across publisher sites, such as high-profile sports and media news websites, and for their sponsorships. By using data to understand fans’ most consumed online content, Sportradar’s Engagement Tool, the adtech we are using in our Affiliate Project, uses automation to display contextually relevant betting ads across both premium publishers and rights holders’ websites. The range of these adverts and the speed at which they are delivered increase click-through-rates by up to 2,2X which would be impossible to replicate manually. The affiliate space is following these macro trends and we are seeing a more sensible vision from the Operators to new ways of cooperation, and Media Buying is one of them.

 

With your extensive experience in digital marketing, what do you believe are the most critical factors for success in affiliate media buying specifically within the iGaming sector?

If operators can better understand their fans’ interests and browsing habits, they can more effectively target and engage them with personalised content. This is key to acquiring new customers, re-engaging existing players and building brand awareness. Marketing solutions that would enable them to fully understand where and how bettors were interacting with their brand. These customer insights power digital marketing technologies, which decide the most relevant bets to serve to players, on the right platform at the right time. This personalised approach engages fans more deeply, delivers greater conversions, customer loyalty and revenue growth, while limiting advertising waste and compensating the right partners/affiliates.

 

How do you see the role of data analytics shaping the future of affiliate marketing, and what tools or methodologies do you find most effective in optimizing media buying campaigns?

AI’s role cannot be understated, but it needs data to deliver marketing efficiency. Similarly, data is a resource that is only as useful as how effectively you use it. Therefore, the real game changer is when the two are combined. Operators possess deep pools of anonymised customer data, which offer valuable insights into fan behaviours and interests, such as previously bet-on teams or most frequented digital channels. AI algorithms within digital marketing technologies process this data to create personalised dynamic football adverts that can be delivered on fan-favourite channels. For instance, a FCPorto fan who regularly uses Instagram might receive dynamic ads containing the odds for their team’s next fixture across the platform’s story’s function. With this data readily available, the AI capabilities within marketing services allow operators to truly create highly targeted and customised fan experiences that achieve greater acquisition and brand awareness.

 

Given the dynamic regulatory landscape surrounding iGaming advertising, how do you advise affiliates to navigate compliance risks effectively while still maximizing their efforts?

By focusing on the content that fans care most about, AI-driven personalisation tools can drive efficiency and limit advertising waste, everything aligned with the current local regulation. This is essential at this moment, when operators must supply advertising creative for the hundreds of weekly matches played across football’s biggest competitions, as an example. While this was previously a protracted, manual process for creative teams, AI and automation technologies are powering Dynamic Creative Optimisation (DCO) solutions to address this operational challenge quickly and at scale. We use DCO in our industry-specific Dynamic Display solution to engineer an unlimited supply of personalised betting advertising creative, based on fan content preferences and the most popular pages on operators’ websites. The customised content within these creatives engages end users more deeply and improves click-through-rates, while automation saves valuable time and money to achieve more effective budget spend and higher ROI.

 

Given the ever-changing landscape of digital advertising, what emerging trends do you foresee shaping the future of affiliate media buying, and how should marketers adapt to stay ahead?

In the same way that football clubs allocate their transfer budgets effectively to deliver the best performance on the pitch, operators who execute efficient marketing strategies are most likely to succeed in the marketplace. By leveraging data and AI within the latest advertising technologies, operators can better understand their customers, find their audience quickly and serve them with the content that’s most relevant to them. As with player scouting, to find a hidden gem, you often need to search where others aren’t looking. Similarly, with betting customer acquisition it pays to have exclusive access to audiences. With our Engagement Tool, we work with a single operator in each geographic market to gain visibility on premium publishers in the region, while using our unique adtech to deliver automated, contextually relevant ads that subsequently delivers strong acquisition performance. This might be a trend, it would help to balance the competitiveness within the markets.

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EuropeanGaming.eu is a premier online platform that serves as a leading information hub for the gaming and gambling industry. This industry-centric media outlet reaches over 200,000 readers monthly, providing them with compelling content, the latest news, and deep-dive insights.

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