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Game Lounge Injects Kawaiiness to Flagship Japanese Website



Game Lounge Injects Kawaiiness to Flagship Japanese Website
Reading Time: 2 minutes


Malta-based Game Lounge rebranded and redesigned its Japanese online casino affiliate website to target the local audience better and stay ahead of competitors.

The rebranding saw the brand name change from JapaneseCasino to JAPACASI as a commitment to Japanese users’ tendency towards word blends.

Japanesecasino .com was first launched in Japan in 2016 with the vision of a European product embedded in Japanese ideas. Following a market growth spurt, it was apparent to the company that the current Eurasian UI/UX of the website had to undergo an extensive redesign to stay ahead of its competitors in this ultra-competitive market.

Game Lounge’s Team Japan, consisting of seven native Japanese nationals, felt the new design should capture the overwhelming sensory experience that Japanese consumers are accustomed to with animated banners, clashing colours, vivid images, and a more central focus on the current Kawaii characters.

Jonas Cederholm, CEO of Game Lounge, said: “Localisation is crucial for any international company operating in a variety of countries. While this has always been at the forefront of our approach, we felt we could go further by rebranding and redesigning.

“At Game Lounge, we are privileged to have seven Japanese working for the company, and it made sense for us to listen to the team and work on how we should adapt to attract more local punters with our understanding of the nuances of the market.”

Rika M., Site Manager for Japan, said: “I received much intimate feedback from our partner casinos about the type of advertising they want for their brands in this unique market, which has allowed us to create a new website that has better conversion elements in this market.”

The website already has an established collection of Kawaii characters, which have become recognisable mascots for the brand in Japan. With the new JAPACASI, these characters are further developed with more affluent personalities and more prominence to resonate with the local culture.

JAPACASI is a testament to the chemistry between the Japanese team and the brilliant European and international minds of Game Lounge’s Malta office.

Affiliate Industry

iGB L!VE 2024: Boomerang Introduces Partnership with AC Milan and New Affiliate Opportunities



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Boomerang Partners will participate in iGB L!VE 2024, held from July 16-19 at RAI Amsterdam, inviting partners to meet at stand 11-C20. One of the event’s highlights will be Boomerang’s recently announced collaboration with AC Milan, presenting new marketing opportunities and benefits across Europe (Italy excluded) for sportsbook affiliates and partners.

At this year’s iGB L!VE, Boomerang will spotlight its role as the official regional betting partner of AC Milan. This collaboration enhances Boomerang’s brand visibility through extensive media coverage, including TV broadcasts and digital marketing across Europe. It also provides affiliates with unique promotional and engagement opportunities. Book a meeting with us to learn more.

“Partnership with the legendary AC Milan demonstrates Boomerang’s credibility as a proven business partner,” says Ivan Kraynov, co-founder of Boomerang Partners. “As this partnership draws strong interest from partners and the media, we will create and showcase new collaborative formats aimed to enhance value for stakeholders. These will be presented for the first time at iGB L!VE 2024.”

Boomerang will host an exclusive contest at iGB L!VE 2024, offering event attendees the chance to win tickets to upcoming AC Milan matches. Join us for three thrilling raffle rounds on July 17 at 4:00 PM, and July 18 at 11:00 AM and 4:00 PM. Visit Boomerang at stand 11-C20 to try your luck and be part of this unforgettable experience!

This exciting draw will feature a performance, underscoring the dynamic synergy of this collaboration and enhancing the event experience for all our distinguished guests.

Vitalii Prokofev, CEO at Boomerang Partners, expressed enthusiasm about the event, noting, “iGB L!VE provides a fantastic platform to engage with our partners and showcase our latest initiatives. It’s always an excellent opportunity for real-time feedback and fostering new partnerships.”

The iGB L!VE event is renowned for its extensive networking opportunities, which serve as a hub for innovation, where industry leaders discuss current trends and future directions. Boomerang’s participation underscores its commitment to staying at the forefront of industry advancements and enhancing affiliate relationships.

Attendees are invited to visit Boomerang’s booth 11-C20, to explore the benefits of Boomerang’s AC Milan partnership, participate in related activities, and engage with key team members.

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Affiliate Industry

Winlandia: responsible marketing isn’t a ‘nice to have’, it’s a necessity



Winlandia: responsible marketing isn’t a ‘nice to have’, it’s a necessity
Reading Time: 3 minutes


Christoffer Grönlund, Co-Founder and Head of Affiliates at Winlandia, takes a deep dive into all things safer gambling as he outlines why player protection is necessary to create a more sustainable industry.

Responsible gaming has, quite rightly, been a major talking point within the betting and casino industry over the last few months.

Regulators in markets across the world have turned their attention towards player protection. Quite often, this has involved the introduction of mandatory deposit limits, enhanced KYC checks and – in some jurisdictions – restrictions on how, where and when you can advertise gambling products.

The UK is mulling over legislation to ban front-of-shirt sponsorships from gambling brands, while Ontario has strict regulations regarding bonus offers and promotions. These are just two of the many examples of markets that have tightened their grip on advertising – there’s no doubt that more markets will follow suit in years to come.

This shift in attitude towards gambling advertising has been bubbling under the surface for quite some time. Technology advances have meant gambling is now more accessible than ever; you can visit many different apps with a few quick taps on your mobile phone, not to mention the growing number of TV, radio and online advertisements.

Simultaneously, there has also been a growing public awareness of the potential risks that are associated with the gambling industry.

As an industry, I believe that we have a responsibility to prioritise player safety – this is not only the right thing to do, but from a commercial perspective, it helps to build both trust and credibility.

Negative publicity related to lacklustre responsible gambling practices can have hugely detrimental impacts on your brand’s long-term reputation. At Winlandia, we have made sure that responsible gambling and player protection are at the front and centre of everything we do.

A technology-led approach

For us, technology can play an integral role in not only delivering an exciting experience for players but can also play a key role in effectively monitoring bettors’ behaviour and intervening when they may display signs of problem gambling.

It may be a major talking point at industry conferences, but this is where artificial intelligence comes in handy. From a behavioural analysis perspective, AI and machine learning can help speed up and streamline the pattern identification process, pinpointing whether a player may be gambling outside of their financial means.

At Winlandia, we have tapped into AI technologies to deliver much more personalised, targeted marketing campaigns. This has allowed us to restrict bonuses and promotions to players who may be at risk of problem gambling, and instead, increase the volume of safer gambling-focused communications.

The data that we have collected from monitoring player betting patterns has also helped us improve the accuracy and effectiveness of our intervention strategies, giving us the opportunity to step in at the first signs of any problems.

When incorporating safer gambling measures into your products, gambling companies must balance player protection with the creation of an entertainment-led experience. For some, this might sound like a challenge. But at Winlandia, I’m confident that we’ve managed to achieve this.

But how have we done this? Good question. For us, content is key. You firstly need to make sure that the content available on your site is engaging, interactive and informative regarding the safer gambling tools that are available on your website.

The other major consideration is how you frame your safer gambling messaging. Ultimately, if you portray responsible gambling as something that is burdensome, it’s going to deter players. You need to show that responsible gambling is a key component of the overall fun and enjoyment of gaming – a safer experience is much more sustainable, and more enjoyable in the long-run.

Responsible gambling tools and messaging needs to also be embedded into your brand in a way that is non-intrusive. If you can achieve this and empower players with a range of tools and resources to manage their own gambling behaviours, then this will encourage them to stay with your site.

Looking ahead

It would be naïve to think that the road to creating a more sustainable industry is without its bumps. With ever-changing regulations and a growing threat from the black market, alongside increasing concerns regarding data privacy, we need to make sure that we are at the forefront of positive change.

But I do think that over the last few years, we have made some considerable progress in prioritising player protection and adapting our marketing to create a safer, more enjoyable environment for all.

By investing in new technologies to enhance responsible gambling measures, and collaborating with local regulators and stake holders, we can continue to develop best practices.

At Winlandia, we will continue to educate our players on the importance of responsible gambling and the tools available to them.

We remain strongly committed to corporate social responsibility by supporting initiatives focused on safer gambling. In 2024 and beyond, player protection will continue to be our top priority – and we can’t wait to see what the future brings!

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Affiliate Industry

DeepCI rebrands to PartnerMatrix Intelligence to create all-in-one affiliate powerhouse



DeepCI rebrands to PartnerMatrix Intelligence to create all-in-one affiliate powerhouse
Reading Time: 2 minutes


DeepCI has rebranded to PartnerMatrix Intelligence to create an all-in-one affiliate management and data tracking powerhouse under the PartnerMatrix brand.

PartnerMatrix will combine the strengths of PartnerMatrix Intelligence’s advanced data tracking and analysis capabilities with its leading affiliate and agent management systems, providing both affiliate and operator customers with a superior, all-in-one solution.

Following its integration earlier this year, customers can access PartnerMatrix Intelligence both within the PartnerMatrix platform and as a standalone option.

Lewis Civin, co-founder of DeepCI will become Chief Product Officer for PartnerMatrix working alongside existing PartnerMatrix CEO, Vahe Khalatyan.

PartnerMatrix is the iGaming industry’s most comprehensive affiliate and agent management multi-brand system with real-time data enabling affiliate managers to create, manage, track and analyse their programs from one, easy-to-use location.

In 2023-24 the PartnerMatrix system saw traffic increase by more than 135% Year-on-Year helping to connect 170,000 affiliates to its brand partners. Total 2023 revenues increased by 175% compared to 2022, with a large pipeline of prospects for the rest of this year.

Vahe Khalatyan, CEO PartnerMatrix, said: “At PartnerMatrix we never stand still, and we are always looking at ways to enhance our customer offering.

“The integration of PartnerMatrix Intelligence into the wider PartnerMatrix offering is the logical continuation of our mission to provide our customers with a complete, all-in-one affiliate solution accessed from one source.

“Now, equipped with a powerful data analytics and optimisation tool accessed via PartnerMatrix, our customers can take their brands to even higher levels, managing, tracking and analysing all their activities, their competitors and key trends across millions of data points empowering them to make instant decisions to drive further efficiencies and maximise revenues.”

Lewis Civin, CPO, PartnerMatrix, said: “PartnerMatrix Intelligence, formerly, has established itself as a ‘must-have’ data management tool for affiliate managers.

“Today we’re officially joining forces with the most powerful affiliate management platform on the market in PartnerMatrix so we can now uniquely present brands and affiliates with all the financial data they need plus the ‘why,’ pinpointing the precise pages anywhere in the world that bring brands the most first-time depositors.

“PartnerMatrix Intelligence has access to every traffic insight that matters so we can give you the why behind FTDs, where you’re best performing and where you could do more, enabling brands and affiliates to take instant, actionable decisions. This combination simply doesn’t exist anywhere else.”

PartnerMatrix will exhibiting at stand 10-D50 iGB Live in Amsterdam on 16th to 19th July. Don’t miss the chance to meet the team and take a dive deep into all the new opportunities we can offer you. Book a meeting today!

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