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How Smartico Gamification Can Spice Up Your CRM



Reading Time: 3 minutes


All customer relationship management (CRM) divisions sometimes reach a dead end of options.

Sent emails? Tick. Sent short messages? Tick. Sent push notifications to mobile apps? Tick. Sent social media posts? Tick. Sent pop ups to website visitors? Tick.

Well, all done. What to do next?

This is where gamification comes in handy. Gamification kills the CRM cul de sac.

How Exactly Can Gamification Contribute to CRM?

Gamification can be the steroid that boosts the efficiency, productivity and the conversion rate of any CRM. It offers multiple attractive options to ensure customer engagement.

Take for instance Smartico Gamification tool. It functions as an add-on over its CRM platform. Practically, it is a fountain of creative and surefire marketing campaigns.

To know what gamification can contribute to a CRM, one needs to understand just one or two features of gamification. In the case of Smartico Gamification tool, let’s focus on such a feature, namely Smartico Tournaments.

Before going to the operational part, here is a quick overview of Tournaments.

Tournaments, in a Nutshell

Smartico Tournaments basically makes customer activity a competition.  Two or more players can compete against each other for the activities they do on a betting platform, for instance. The activities can be virtually anything: just logging in, actual betting, bets or amount won, and so on. It is up to the CRM operator to decide on.

Smartico Tournaments offers a bunch of options to the operator to create a tournament for the customers. It automatically tracks customer’s activity on the betting platform and compiles a leader board on the basis of points won by each customer.

The best thing about Smartico Tournaments is its near plug-and-play ease of use. It does not require elaborate software installing. It neither necessitates any tweaks to the existing system infrastructure. It mostly works as an extension of the existing platform.

How Can a CRM Operator Benefit from Tournaments

Tournaments help customer engagement in multiple ways. The following example is kind of self-illuminating.

Consider the case of simple tournament. Let it be based on the players’ number of betting wins. That is, the tournament is based on the number of wins for a player in a particular time frame. The time frame can be set for one hour, a single day, or specific dates.

The CRM operator can announce the tournament through multiple channels to entice the potential punters. The operator can decide on which type of users are eligible for participation, for example, VIP customers or punters in a particular game of football.

Once the eligibility rules, time frame and the type of customer activity are set, Smartico Tournaments engine will swing into action. It automatically tracks the customer activity within the given conditions and rules and compiles the points for each participant. A leader board will be displayed to the players, causing much enthusiasm and interest among them.

In this tournament, the player who has won the most bets on the platform during the time frame will emerge victorious.

This is just an example of a tournament. As you can imagine, tournaments can be set in any number of ways.

For example, a tournament based on the amount of money wagered during a particular period too can be conducted. Here, the player who wagers the maximum amount in that time frame will be the winner.

Here are some of sport betting tournaments a CRM operator can conduct to good effect:

  • Players who made or won most bets on a single team, such as Liverpool or Barcelona
  • Players who made or won most bets on a single real-life tournament, such as Euro Cup or Copa America
  • Players who punt on or above a certain odds


A leader board with bonus points will act as a good discussion starter among players and subject of social media posts.

So, the benefits of tournaments should now be obvious. The major benefits can be summarized as below:

  • Encourage interaction among players and build a sense of community
  • Provide value-addition by allowing the players to compete among themselves
  • Build brand loyalty among players by offering them points and bonuses

What the Players Gain from Tournaments?

Surely they gain better enjoyment out of tournaments. And there is always a feel good factor, especially who do well in the tournament.

As for any rewards, it’s up to the operator to decide on this after careful consideration of the cost-benefit scenario. The Smartico tool offers three options:

  1. The players win Points, which is part of Smartico Gamification tool and allows players to buy bonuses and other items from the Gamification Shop.
  2. The players win bonuses directly from the operator. For this, the Gamification tool requires API access to the platform’s bonus system.
  3. The players win gifts directly from the operator. The gifts can be anything that the operator deems fit, such as an iPhone or a PS5.

To sum up, Smartico Tournaments is a hassle-free tool to enhance customer engagement and activities. With tournaments, you can be sure of one thing: the CRM division will not hit a dead end.

Industry News

Tailored slots to your needs



Tailored slots to your needs
Reading Time: 2 minutes


RubyPlay’s Art Director, Douglas Hand, discusses the importance of bespoke content to help operators stand out in the crowd and offer unique experiences

Imagine walking into a store, searching for the perfect suit for an upcoming event. You can go the conventional route and pick something off-the-rack in a colour that you like. It’s readily available, functional, affordable and gets the job done. But when you turn up to the event, hundreds of others are wearing a similar suit while your rival stands there silently confident, in a custom-tailored Tom Ford suit that screams “I own this room and everyone in it”.

There’s something about a custom-tailored suit, crafted to your unique measurements and style preferences, that sets you apart in a crowd. There’s a confidence that comes from knowing how to present yourself well.

In the gaming industry this is no different. Typically, we see thousands of new slot games released worldwide each month – that results in a heavily saturated market!

Opting for generic slot games is akin to choosing an off-the-rack suit. It might get the job done, but it often results in a bland experience that blends into the vast sea of similar products. These generic games lack the personal touch; the individuality that makes them memorable. They are chasing the gap, while others are widening it.

As Don Draper said in the hit TV show Mad Men, “Success is related to standing out, not fitting in. One wants to be the needle in the haystack, not the haystack”. In the dynamic world of slot games, being the needle means going beyond the off-the-rack options, embracing creativity, and tailoring each game to leave a lasting impression.

As an experienced Art Director in a fiercely competitive industry, I understand the importance of standing out and making a statement about who you are.

At RubyPlay, we approach slot game development with the same mindset as a tailor crafting a bespoke suit. Rather than settling for a one-size-fits-all approach, our creative team invests time in learning about our clients and their unique brand. This personalised approach allows us to create games that not only meet industry standards but also resonate with the individuality of each client.

We have built robust processes honed through decades of industry experience. This not only accelerates production but also gives our creative team the freedom to explore and experiment with different styles and techniques. This balance is essential in achieving results that not only showcase our skills but also highlight the best aspects of our client’s brand.

Just as a custom, tailored suit speaks volumes about an individual, well-made slot games crafted with attention to detail and personalised touches can make a lasting impact in the gaming industry. At RubyPlay, we believe in the power of tailored experiences that go beyond the generic, and we invite operators for a custom fitting at their earliest convenience.

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Industry News Partners with MGA Games and Endorphina



Reading Time: 2 minutes, the Portuguese bookmaker and online casino, has announced partnerships with two new game creation studios: MGA Games, a Spanish company acknowledged for the creation and distribution of casino games, and Endorphina, recognised for the recent incorporation of Artificial Intelligence (AI) in slot machines.

The new partnerships mark a milestone: is the first online casino in Portugal with 2500 games on a single platform.’s partnership with MGA Games, considered the Best Technology Provider at the Asocación JDigital Awards and Gaming, marks the Spanish company’s expansion into the Portuguese market. Among the games released, MGA Games has dedicated itself to integrating Portuguese entertainment personalities in its creations, like the Portuguese football player Paulo Futre, among others.

At the same time, the first batch of 25 Endorphina games is launched that will be available on the Portuguese platform, exclusively, for a month. The Game Developer established in more than 25 countries, with ten years of experience, it was the first casino game producer to create a Slot Machine entirely using AI algorithms. Among the games available, “Glory of Egypt”, “Book of Vlad”, “Dynamite Miner” and “Fisher King” stand out.

These two new partnerships, and consequent game launches, reaffirm as the online casino with the largest offer of games in Portugal.

“The 2500 games on a single platform are a fundamental step for the company, which reinforces its leadership position in the sector. The collaboration with studios such as MGA Games and Endorphina allows us to lead in Portugal with an offer of innovation and excellence. Notably, MGA Games has a portfolio of 100 titles, created with HTML5 technology, that stand out for their graphical quality, and Edorphina made history by being the first company to develop a game entirely powered by AI, demonstrating its dedication to pushing the boundaries of creativity and technology,” Sérgio Pascoal, Director of R&D at, said.

“The studio is confident that our slots will impress players, as well as make them feel the true thrill of the game. We share a passion for entertainment and reflect that by delivering top-notch, high-value content to operators,” Javier Lanfranchi, Sales Director at MGA Games, said.

“By offering the state-of-the-art games of Endorphina, exclusively for, we aim to provide a unique and exciting gaming experience that reflects both companies’ unwavering pursuit of innovation,” Jonathan Martini, Senior Sales Manager at Endorphina, said.

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Compliance Updates

Ensuring Integrity: The Role of Assurance in the Gambling Industry



Ensuring Integrity: The Role of Assurance in the Gambling Industry
Reading Time: 2 minutes


By Salvador Garcia-Noblejas, Senior Regulatory Assurance Services at ComplianceOne Group

The gambling industry has its origins in the ancient period, and different types of games are found in almost every culture and civilization.

Over the last few years, we have witnessed an immense transformation, clearly boosted by technological developments. Among these changes, online gambling has grown rapidly, and with this new non-face-to-face reality, regulation and regulators have also embraced new ways to protect players, businesses, and the overall economy. Regulators have the responsibility to set the framework of common rules that define what is right and wrong, the means to protect all parties, and the tools that must be used when anyone does not behave as expected.

Assurance in a world of global risks

It would be inaccurate to assume that regulatory assurance’s only goal is to ensure that operators operate in a fair and transparent manner and meet their legal obligations. On the contrary, assurance also includes helping businesses understand the risks involved in the industry where they operate, analysing their strengths and weaknesses, and setting measures to mitigate those risks.

Assurance’s starting point consists of an interview phase where tailor-made questionnaires serve better understanding the reality to each operator and its actual circumstances. Once the assurance assessment is complete, a detailed action plan assists the operator in fixing any identified gaps, improving policies and procedures, and obtaining the maximum financial gain from refining their processes, products, and operations.

As part of the fast transformation of the gambling industry, with competitive new products, platforms, advertisements, and market expansion, we must not forget that bad actors and illegal practices also develop. This is the moment to ask ourselves if we are ready to face whatever can harm our operations. The most efficient way to know is carrying out a thorough audit of policies, procedures, and processes. This approach will certainly save operators from potential harm to their clients, products, brands, and finances.

Audit readiness

Regulators focus on legislation, supervision, and enforcement. All stakeholders must comply with gambling regulations if they want to offer products and services or provide a safe environment to their clients. An important part of the gambling legal system is the fact that the industry is continuously overseen to ensure that all actors adhere to the established rules. At this point, operators need to ask themselves how ready they are to show sufficient evidence that their operations adhere to the law.

Smart operators will choose to comply with as many rules and regulations as their business is capable of, and they will ensure that records are properly kept. Company leadership is essential in ensuring compliance as it contributes to collaboration between departments and having policies and procedures that make the business run within the parameters of the legislation.

Lessons learned

In recent years, some highly publicized enforcement actions, including fines and penalties, license suspension, and revocation, have alerted the whole gambling industry. From such cases, there have been increasing efforts in reviewing processes, improving systems, and growing compliance departments.

Experience in the gambling industry has taught us that it is crucial to have a detailed understanding of the regulations that govern the relationship between operators and players. Where knowledge has been insufficient, inaccurate, or out of date, some business decisions have led to unwanted consequences, sometimes catastrophic ones.

Knowledge, a solid compliance culture, strong procedures, and willingness are the formula to be ready for a regulatory audit.

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