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Introducing new verticals to the online casino space


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Introducing new verticals to the online casino space
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FunFair Games made its debut in 2020 to take advantage of the non-traditional games vertical including crash and multiplayer content. Since its inception, the company has experienced a great level of traction, and recently boosted its management team to help further scale the business and enhance its product pipeline. Carlo Cooke was appointed Commercial Director just over six months ago and speaks to European Gaming about his experience with the company and the challenges and opportunities with introducing new products in a crowded marketplace.

What are the biggest challenges in selling-in non-traditional content to operators?

Whilst there are undoubtedly top performing non-traditional games already in the market, the vertical is still very much in its infancy in contrast to slots. There is not even really an established vocabulary with some operators referring to the genre as crash or arcade, and others as non-traditional or even just games. This also means that there isn’t necessarily a natural home for the games in the casino lobby yet, and they are often positioned amongst slots. As we are somewhat targeting a different demographic to the slot player (although our content appeals to this audience as well), we believe that this causes some confusion.

Larger operators with their own technical infrastructure are able to substantiate a dedicated tab for non-traditional games, further supported by significantly larger acquisition/CRM budgets. In other words, they can afford to experiment. In contrast, smaller operators may be more limited in their capacity to position or market this emerging content.

The approach that we are taking is to share our learnings and to educate and inform both operators and players on a localised and market relevant level.

Are you finding that operators are slow/reluctant to accept new and different verticals?

Not at all! It’s quite the opposite in the sense that our content is genuinely something new and innovative, and for that reason, it is in high demand. Casino and content managers are always on the lookout for the next big thing, and multiplayer experiences, which help to create an authentic sense of community, are currently extremely sought-after. We find this really encouraging and it keeps the creative juices flowing in the FunFair Games workshop.

I also take the view that there is immense job satisfaction (both from a B2C and a B2B perspective) in being the first to market with an innovative product, or the first to experiment and get it right. This is why I believe this vertical is so appealing and exciting at the moment. Whilst slots are still the core for many operators, we’re definitely in the middle of a sea-change at the moment. I believe the foundation of the non-traditional vertical has been laid, and we’re finding that more operators have the appetite to test our content within their respective audiences, and across their target markets.

When speaking to operators, what are the biggest frustrations that you hope to solve for them when it comes to innovative new content?

We believe that Gen Z and Y simply do not engage with slots in the same way as previous generations. As this younger audience is continuously emerging in the iGaming space, it creates an opportunity for operators to provide a new experience, one which is akin to meeting the high expectations of that demographic. One of our core values is to fill this gap by creating more social (as opposed to solitary), and more active (player driven volatility) games, whilst keeping them simple and engaging. In addition to this, we’ll also be exploring new features and tools in the coming months ahead!

You have expanded into a few new markets in 2022, what’s next on the agenda?

It might be late in the year, but there is still a lot more to come from FunFair Games. It’s true that this year saw us increase our presence in key markets, such as the UK, Italy and Belgium to name a few. This momentum is still truly ongoing and we’ll aim to make the most of the last remaining weeks of the year from a distribution point of view, as well as celebrating the launch of new customers. There is currently a genuine buzz at the studio for our roadmap next year. We’ve recently hired a new Head of Game design and Math who is working hard with our CEO to produce some incredible games which will be available for our clients in the near future so watch this space!

Interviews

How level five AI can help operators superscale efficiency and profitability in 2023

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How level five AI can help operators superscale efficiency and profitability in 2023
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With Markor Technology recently partnering with Ibex.ai to strengthen the range of solutions it can supply to  partners, we sat down with Thomas Aigner and Melissa Summerfield to discuss the benefits the tool offers CRM teams and the impacts of AI and machine learning in the wider iGaming industry

 

Before we get into how Markor will utilise Ibex.ai to strengthen its client offering, can you tell us a bit more about the company’s core concept and how it differs from other rule-based AI systems?

TA: When Ibex was started, our core focus was to really look at each player individually and come up with ways to maximise their lifetime value. We weren’t happy with the level of personalisation and automation that existing technology could deliver, so we set about re-thinking the process of a CRM campaign from the bottom up. With the machine learning models that Ibex utilises, it’s able to create a full profit/loss calculation for individual players that takes into account everything from the payment method they use to the costs of sending a bonus via SMS or email. From these calculations, the system is able to implement the action that has the highest impact for each player while also learning and optimising its models based on the previous outcomes. In this respect, Ibex differs from some of the more traditional, rule-based systems – where CRM teams usually still have to build a customer journey to trigger their desired action – as it provides a true level of automation by constantly A/B testing its approaches and evaluating their performance without the need for manual prompting from the user.

 

Last year, Ibex.ai was involved in a ground-breaking trial where it was pitted against a human CRM team and delivered some pretty convincing results – what factors helped contribute to its success?

TA: Over the course of that study, Ibex delivered a 20% increase in NGR and a 17% decrease in bonus spend when tested against what a human CRM team was doing. One of the keys to this success was the fact that our technology doesn’t need to create and target customer segments in the way that a traditional CRM team does. Instead, we looked to fundamentally overhaul the approach taken by CRM teams and place a greater emphasis on targeting each individual player, meaning that the bonuses Ibex offers are 100% personalised. Additionally, Ibex can look at how each player reacts to its offers and use this data to automatically decide and trigger the next best action specifically for them. This is known as level five automation and means it can build optimal models by itself, with CRM teams then being able to look at its choices, understand the actions and use them to come up with new campaigns.

Another perk of Ibex’s approach is that the system is able to quickly identify bonus abusers, who obviously have a big impact on a CRM team’s overall profit/loss figures during each campaign. Whereas manually rooting out bonus abusers and segmenting them accordingly is a costly and time-consuming process, Ibex’s personalised, player-by-player approach means the technology can easily spot signs of bonus abuse and decide that the best action in these cases is often not to issue any offer.

 

The increased use of AI in traditionally human operations is something of a hot topic at the moment – is Ibex.ai intended to replace CRM teams entirely or merely supplement what they currently do?

TA: This is a really important question and one we get asked a lot because of the high level of automation Ibex can deliver. Our AI is not at all intended to replace CRM teams or take away human jobs, but rather to enhance their current capabilities by removing some of the day-to-day legwork. This gives them more time to focus on building creative campaigns and optimising their overall strategy, which can in turn help them increase profits without taking on further costs. With this in mind, CRM teams shouldn’t be fearful about AI replacing them, but should instead be experimenting with it and learning its capabilities so they can better understand how to work alongside it in future.

 

How will automated technology such as Ibex.ai enable online operators to better structure their CRM teams going forward and will it allow for a more efficient distribution of resources in future?

TA: We’re already starting to see this with our current partners. By using an AI like Ibex, it’s possible to take some of the manual legwork out of the CRM process – i.e. defining a target group and then scheduling/executing a campaign – which in turn gives executives more time to focus on the creative side of things and how they refine their top-level strategy. One of the important things to remember about Ibex is that it’s not a content generating AI, but rather one takes all of the templates and bonuses that are already in place and combines them to get the most optimal results. As such, removing a lot of the manual admin can give CRM more freedom to focus on creating better content.

 

From Markor Technology’s point of view, how does partnering with highly-specialised companies such as Ibex.ai enable you to enhance the service that you’re currently able to offer your partners?

MS: Markor has always been focused on providing innovative solutions for our clients – and one of the value propositions that we pride ourselves on is that our iGaming technology is powered by AI and machine learning. The role of this technology is to make people’s lives easier, so by onboarding specialised partners such as Ibex, we can automate more, decrease human error and track data so it can drive informed, real-time business decisions. By streamlining operations in this way, we save our clients’ time so they can focus more on high level topics such as branding and business development.

 

Can you tell us a little bit about some of the advantages that Ibex.ai gives to your online casino partners and how the technology has been incorporated into your current PAM platform offering?

MS: One of the main benefits that Ibex has delivered for us is that it intelligently targets customers and increases their lifetime value – two things that have already been backed up by the company’s reports. By constantly A/B testing its actions and learning from the results, Ibex is able to consistently choose the optimal offer or reward based on the projected value of each player, meaning once a network of campaigns has been set up, CRM teams will be free to focus on their overall user strategy.

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Interviews

ALTENAR: OUTSTANDING 2022 PROVIDES SPRINGBOARD TO 2023

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ALTENAR: OUTSTANDING 2022 PROVIDES SPRINGBOARD TO 2023
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Last year proved to be a breakthrough one for Altenar. Growth in all parts of the business has epitomised the incredible work that continues at the world-leading sportsbook provider.

With the keys to success being attributed to a number of different factors, we sat down with Altenar’s Sales Manager, Alejandro Cazorla, to discuss why 2022 was such a landmark year for the business and what 2023 could hold. Read on to find out more…

 

To kick things off – Altenar had an outstanding 2022, can you talk us through last year’s highlights?

2022 was an amazing year. Our achievements came through hard work, staying dynamic, employing a growing team, overcoming challenges, and keeping the quality in everything we do.

An example of this is experiencing company-wide certification, new office spaces and global regions. With new clients and new hires, Altenar grew the company (employees) by 38% throughout the year, increasing sales by 70% at the same time, and a 75% increase in new users on our platforms. This was all achieved alongside launching new features and products.

What do you believe has been key to 2022’s success?

Our people! It’s undeniable that the results we’ve experienced have been the direct measure of their dedication, not only to Altenar but to their progression and interests in new projects, builds and new territories to delve into.

A great success example of this has been the full migration of our clients to our SB2 platform, which has doubled the number of bets placed. Thanks to this, we created a new department that monitors and builds the Altenar Data Feed where we can consume official scouting data and price betting markets accordingly.

Our native mobile app is also a project that was a proof of concept at the beginning of 2022, and the creation of the Altenar Intelligence Platform (AIP) will deliver high-impact analytics and insights. Altenar also released its new front end which is designed/built from widget technology and this is merely the tip of the iceberg for us this year.

Looking to 2023 – where have you got your eye on and which markets do you believe will be key to sports betting’s continued expansion?

We will be looking to expand our footprint across the Netherlands, Germany, Denmark, Romania, the UK, Spain, Portugal, Italy and Canada.

So, Europe is a key focus for us over the next 12 months, but we believe giant strides will be made across Canada, so we are excited about the prospect of accessing that region.

On the subject of the Balkans – the market has plenty of factors that can make it a success, what are the main drivers for this?

There’s a lot of appeal for iGaming, especially as many countries throughout the Balkans allow reputable companies to enter the space with the correct licensing that is often the same as other European countries. This regulation and call for gaming are two of the main drivers for success in this region.

Last but not least in the Netherlands, how do you see the latest regulatory measures shaping up and how will that affect operators’ approach?

Operators will need a very flexible approach for the Netherlands, but this changing regulatory scape is a positive as it enables greater attention to safer gaming and players. It also offers providers like us the opportunity to grow as we adapt to the market requirements, whether that’s through the technology in our solutions or what features/content we can offer.

 

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Interviews

Exclusive Pre-ICE interview with Nadiya Attard, CCO at Relax Gaming

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Exclusive Pre-ICE interview with Nadiya Attard, CCO at Relax Gaming
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Having been promoted to Chief Commercial Officer this time last year, European Gaming took the time to sit down with Nadiya Attard to take a look back at the record-breaking year enjoyed by Relax Gaming.

We also discussed her own philosophy as CCO of a major iGaming powerhouse and looked ahead to what Relax has in store for ICE 2023 and the rest of the year!

 

Relax has had a record-breaking 2022, before we get started, can you talk us through the secrets behind such fantastic success and some highlights, namely Relax Rush, Dream Drop and Money Train 3?

Relax Gaming has been fortunate to enjoy a phenomenal year in 2022 and exceed expectations on all fronts. If I had to boil it down to a few key qualities that lead to this success they would be – solid technical foundations that help us provide a stable platform, meeting key deadlines and bringing our unique ideas to life, integrity in our service, incredible quality standards, and the fantastic team behind it all. Each one of these forms a foundation block for our business.

Onto Relax and the team – I’m sure plenty of our European Gaming readers know you already, but for those who don’t, can you tell us a bit about yourself and how you lead as CCO?

I’d describe myself as very energetic and ambitious, throughout my 20 years of experience in the industry I’ve built up an extensive portfolio of deal closures and professional achievements. On a more personal level, I tend to do things differently and swim against the current in all aspects of my life, but especially in my management style.

I like to lead as a manager and operate as a teammate, ensuring that my colleagues are motivated, growing in their field and being rewarded effectively. In our sales team, you’ll notice some re-shuffling from time to time as I believe in letting people adjust their roles to their passions and investing in our current superstars before hiring externally.

Looking to ICE, which we’re sure Relax is very excited about, what’s in store for the show and what can visitors look forward to seeing at the Relax stand?

This will be the first ICE expo where Relax is physically present with a pop-up hub (N4-300) rather than meeting rooms, and we’re so excited to welcome new and existing customers throughout the 3 days. Our schedules are already almost full, and we can’t wait to give clients an exclusive sneak peek at what’s coming up in 2023.

On 2023 – we’re sure you’ve got plenty of exciting games lined up to delight players, without giving too much away, can you give us any hints or tips as to what we can expect to see this year?

There’s a lot to look forward to in 2023 including our star of the quarter Book of Power, which was produced in collaboration with CasinoGrounds and is piquing the interest of many operators at the moment.

We also have big plans to strengthen our foothold in regulated markets such as Ontario, Spain, Italy and Greece. Elsewhere Dream Drop Jackpots will be leveraging its strengths this year with a huge release over the Summer – We won’t give anything away here but pop by our stand for some juicy details!

Last but not least, Dream Drop has been absolutely revolutionary for players, how much of a difference do you see the Relax style of Jackpots making when it comes to inspiring future creations?

Our Dream Drop Jackpots product has been a great success since its debut in May 2022. Operators who integrated the promo tools and the famous Dream Drop Ticker (in-lobby jackpot status) have had recorded particularly positive results, and we’ll be boosting this further throughout the year with new promo tools that will be available across the Relax portfolio and P2P partners.

We’ve had jackpots dropping continuously and the numbers climb higher up the ranks each month. Emulating this level of success will prove tricky, as any supplier would require a vast distribution network combined with a secure and robust system of operation that extends well beyond the pure game mechanic and flow, there’s a lot more than meets the eye when it comes to a mechanic of this kind!

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