Interviews

“There is room for everyone in esports.” Exclusive Q&A with Ashley Washington, Head of VCT Game Changers EMEA

Published

2 years ago

October 18, 2022

Reading Time: 6 minutes

There is an old, now-defunct saying in football that women can’t understand the offside rule. While there was no such explicit quote, the feeling has been pretty much the same in esports, if you go by the low number of women playing the sports.

Now, who will do something to change the gender disparity in esports? Enter VCT Game Changers.

VCT Game Changers is an esports program exclusively for women where gamers play Riot Games’ hit video game VALORANT. The Game Changers tournament is into its third edition this year.

We have here with us Ashley Washington, Head of VCT Game Changers EMEA. She talks about, well, the game-changing situation in esports. Her responses are insightful and stats-rich. Don’t miss it.

Q. Let’s start with a quick intro. How did you land in the gaming industry?

A. This is a very reductive version of the story but I was working in account management and sales in NYC after graduating from New York University. Though I did study game design, I wasn’t really sure of myself when it came to making a career in the industry. There was an evening in January of 2016 when I’d just paid my rent—a paycheck and a half—and I just decided that I wanted to move to Berlin. I knew it was fun and cheap because I studied abroad there. I bought a one-way ticket and did that. Berlin is the kind of place where you can make almost anything happen for yourself career-wise, so I chased my dreams and made the switch! I’ve done quality assurance work, data science, journalism and, it turns out, I’m strongest as a product leader.

Q. Tell us about Valorant Game Changers: Mission, vision, mode of operation and all that?

A. VCT Game Changers is a program meant to introduce women to the VALORANT ecosystem, guide them in the cultivation of their skills and, ideally, see them make their way out of the program and into the rest of the VALORANT competitive space. The goal is to have a diversified ecosystem where people from a variety of identities and backgrounds can excel at the highest levels of play. So far, we’ve set out to achieve this by running the tournament circuit that most are familiar with but, in the future, we are working to find additional ways we can make this vision into a reality.

Q. How do you analyse your performance so far? Could you talk about the changes you have brought about in esports, especially in terms of the participation of women?

A. I think there are some obvious things we are looking at and some less obvious things. Really high on the list is participation. We recently maxed out signups for the first time with 130 teams registered out of 128, meaning two teams were on the waitlist when signups closed. Ultimately we saw 126 teams participate, this is over 600 players which is great to see. We set out to create a safe space, so seeing more and more women choose to enter it is absolutely a win. One of the other stronger indicators of success, at least from my perspective, is to see women in rosters in the rest of VALORANT Champions Tour EMEA . Whilst it’s not yet exactly standard, mixed rosters can already be seen in third party VALORANT tournaments, like BLAST Spike Nations, and that’s a beautiful thing as well.

Q. Valorant Game Changers tournament is into its third series now. How has the tournament evolved and progressed over the three series?

A. Growth is probably the biggest evolving factor for Game Changers at this stage. For example, just this year, we saw 91 teams participate in the second series. In the third series, we had 126 teams. In addition to more teams, we are seeing the strength of the teams grow as well. The players are becoming increasingly more skilled and the competitive spirit among EMEA teams is a lot more dynamic. There are a lot of really interesting team and player stories developing and a notable increase in participation from regions that are usually not represented like Turkey and MENA (and some parts of Europe). So, the community that we’ve grown with the tournament is maturing in many ways.

Q. The number of women participating in esports is still low, with reference to an ideal scenario. What do you think are the hindrances women face in entering and excelling at esports?

A. I’ve spent a lot of time talking to women in the scene playing different titles and coming from different backgrounds. The things I hear referenced the most come down to the lack of opportunities (both perceived and actual—they’re equally as bad when the result is the same) and a fear of career instability should they decide to go all in with esports. Many of these women have a hard time convincing orgs to give them a chance or, when they do, getting adequate pay that allows them to focus on doing their best. The women end up needing to maintain their studies or another job so that they have a backup plan in the event that things don’t work out. This happens in esports in general but it would seem that this is a very common experience for women entering the space.

It’s very important that any organisation interested in providing these opportunities to women is also committed to investing in their careers as well. Bringing a group of women together just to have that roster there without paying any mind to what they need to thrive and grow is a costly and painful mistake. It leaves its mark and it can be incredibly discouraging for those that it affects.
Of course I also hear from women who have terrible experiences due to toxicity and the lack of confidence that can come from that or just not seeing enough representation in general. This kind of thing can strike when they’re so young that they don’t even consider trying to play competitively when they get older. It doesn’t end with players either, underrepresentation is happening in every area—women working in talent or esports-related companies might also face these issues.

Q. What kind of activities is Valorant Game Changers undertaking for training and mentoring women in esports?

A. Our approach to this varies regionally. Since Game Changers is still young, not every region has a training supplement, EMEA included. But we are hoping to introduce something like this relatively soon. The most important thing is finding something that is best suited to the region and what the Game Changers community is looking for, so we’ve been doing a lot of listening for now.

Q. How are you looking into the future regarding women’s participation in esports? In which countries do you hope to see a surge in numbers in terms of women players?

A. EMEA is already so strong when it comes to this. The interest in esports among women is high and every year, the landscape for opportunities to play is looking brighter and brighter. Continuing with this is the first thing I hope and fully expect to see. When it comes to regional representation, I dream of higher numbers from MENA—so North Africa and the Middle East. This is already happening so tapping into what players from these regions need to feel comfortable taking the leap is one of many focus points I have looking ahead to the future. Though I can safely say that I wouldn’t complain about an increase from any space in the region. This is one of the rare occasions in life where more is absolutely better.

Q. Finally, what kind of initiatives do you want to see in the esports industry in general –- by governments and other organisations — to ensure the number of women in esports continues to increase?

A. I would love to see more support for younger fans who are curious about playing or being in the industry in general. I think it’s very easy to write off “gaming” as a viable job option but I think that has a lot to do with how few resources there are for school-aged players and their families to have an idea of what this could really look like—whether that’s playing, organising or being part of a broadcast. I mean, I have a pretty standard job that I’m pretty sure my parents never imagined would fall under “working with games”. I think they’re not the only ones.

And, ultimately, I would love to see more initiatives tap into intersectionality. It’s so important to help women feel comfortable in the space, but once that’s begun, there are so many groups within this identity that could use a bit of a lift. For example, I didn’t see many other black women in the industry growing up and it’s a lot of the reason why I didn’t bother doing anything beyond studying games for a while. Eventually, I felt brave enough to go for it anyway but there are so many others like me who won’t even make it that far with it without knowing for sure that it’s possible. Initiatives connecting young players from underrepresented groups is one way to kind of combine both of these things. There are already programs like this out there and I am really excited about seeing that continue to develop in the future.

There is room for everyone in esports. If they truly want to be there, they can be—I really do believe that.

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Interviews

Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype

Published

21 hours ago

November 14, 2024

George Miller

Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype

Reading Time: 3 minutes

Match Hype has just won two industry competitions. Talk us through your product.

Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.

What technologies are you leveraging to deliver such a cutting-edge tool/product?

We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.

Who is Match Hype aimed at?

We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.

The end users are any sports fans who enjoy engaging videos. So basically everybody.

Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?

It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.

What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?

People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.

And what about retention? How can it be used to keep players engaged and coming back for more?

Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.

What can we expect from Match Hype in the coming months?

We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.

Any final thoughts?

For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.

Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.

Affiliate Industry

Flying high: How RavenTrack is helping operators unlock the true potential of their affiliate programs

Published

3 days ago

November 12, 2024

George Miller

Flying high: How RavenTrack is helping operators unlock the true potential of their affiliate programs

Reading Time: 3 minutes

We sit down with Adam Rowley, Managing Director at RavenTrack, to understand why data, tracking and optimisation are key to a successful affiliate program

Your tagline is “win at performance marketing”. Tell us more about how you help operators maximise their partnerships with affiliates.

It is indeed. RavenTrack is a powerful affiliate tracking solution that allows operators to track, optimise and grow through their affiliate programs. Our proprietary solution offers an advanced affiliate tracking platform built by iGaming experts – this ensures it meets the unique demands of the industry, including the need to withstand the pace and complexity of affiliate marketing in the online sports betting and casino space. RavenTrack has also been designed to be flexible and customisable so that it can be adapted to individual client requirements. This combination of qualities has seen us become the go-to affiliate software tracking provider for more than 150 brands across the world, brands that are winning at performance marketing with the support of RavenTrack.

Why is tracking so important to the ultimate success of an affiliate program?

Tracking is the glue that holds marketing and sales together in the online arena. But effective tracking requires a platform that delivers reliability, accuracy and a seamless UX so that users can easily dig into the data and generate valuable insights. Speed and reliability are crucial so that operators don’t miss a single click or conversion. To track data effectively, operators (and their affiliate partners) need tools such as pixel and postback capabilities and geo-targeting. The former allows affiliates to track customer activity in real time which helps them maximise the revenue of the brands they work with. When it comes to intelligent geo-tracking, it allows users to identify and aim to funnel traffic through specific locations.

But tracking is just one part of the process and success of an affiliate program– online sportsbook and casino operators must be able to take the data they have tracked and use it to optimise campaigns, both internally and those being run by their affiliate partners.

What does optimisation look like? How does RavenTrack help its customers do this?

Traffic source provides a lot of spoke for optimisation, especially when it comes to things like which affiliate is performing best, changes to traffic, ROI and conversion rate optimisation. With RavenTrack, operators have the insight they need to do this. They can also give their affiliates access to data via their own internal reporting systems – this is done via our two-way API – to help determine which campaigns and creatives are delivering the best results. Operators also need to optimise the commercial agreements they have in place with their affiliate partners, and this means being able to offer them a range of options including CPA, revenue share, CPL, CPM and hybrid.

As operators – and their affiliates – get more experienced at using data and tracking, they will want to customise reports to a pretty granular level so that they can optimise to a much deeper and greater extent. Customisable reports (we have more than 20 reports available), marketplace and dashboards are just a few of the tools we provide to help operators and affiliates optimise campaigns and work to the commercials that deliver for both parties.

And how does all of this come together to help both operators and affiliates scale at pace?

Our fixed-cost model means operators can create as many campaigns for their brands as they like without the worry of additional costs. This in turn makes growing their program pretty straightforward. With a long list of commission structures available (which can be customised by the client) for their affiliate partners, operators can ensure the growth of the program is reflected in the growth of the wider business, ultimately allowing them to maximise profitability from affiliate marketing activity while at the same time ensuring their partners are fairly compensated for the quality traffic they send.

Migrating to a new affiliate tracking platform can cause major upheaval. How do you help operators through the process?

We know that moving to a new platform can be a big decision and a significant undertaking, but we have plenty of options to make it a seamless process from start to finish. This includes working with the affiliate program team to run their old and new program side by side to ensure there is absolutely no drop-off in traffic or lost data. Our UK-based account and customer support team is always on hand to assist during the migration process, and once operators are up and running with RavenTrack – this includes helping them get the most out of our platform and tools.

RavenTrack has only been around for a handful of years but has already achieved great things. What can we expect in the months ahead?

We hit the market in 2018 and haven’t looked back. Today, we work with 150 brands, processing more than one billion clicks per month and £2billion in deposits to date. The operators using RavenTrack to run their affiliate programs have generated more than £500 million in revenue and counting. Our numbers speak for themselves and no matter the size of brand or affiliate program, our solution is the key to unlocking the true potential of affiliate marketing. As for the months ahead, expect more platform updates, new tools and some big-name partnership announcements.

Africa

SmartSoft’s expertise and future vision for the African market

Published

3 weeks ago

October 23, 2024

George Miller

SmartSoft’s expertise and future vision for the African market

Reading Time: 4 minutes

In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s success and its impact on the gaming industry.

About SmartSoft Gaming

Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.

To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.

Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.

What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.

How does JetX differentiate itself from other crash games in the market?

At SmartSoft, we appreciate our relationships with partners, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!

JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.

What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?

When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.

How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?

The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.

How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;

What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.

How has the success of JetX influenced SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.