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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
Reading Time: 4 minutes

 

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.

Interviews

Gaming Corps: scoring big with football-themed games

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Gaming Corps: scoring big with football-themed slots
Reading Time: 4 minutes

 

Check out our latest Q&A with Graeme Savill, Account Management Team Lead at Gaming Corps

 

We’ve just seen EURO 2024 come to a close – was the result of the tournament what you expected it to be? Did any teams surprise you? 

It’s been a fantastic event overall and I was lucky enough to attend some of the games in person during the first couple of weeks of the tournament. My team, Scotland, failed to qualify out of the group so my time in Germany was very short-lived but the experience of being there to watch my country with our fans was incredible and I have amazing memories of the trip. In terms of surprises, I’d say Georgia and Turkey both defied the odds of last-16 qualification and had great tournaments while the two finalists, England and Spain, were both worthy of the chance to lift the trophy with Spain ultimately coming out on top.

 

There doesn’t tend to be much cross-over between sports bettors and slots players. In your view, what opportunities do major tournaments such as EURO 2024 present to gaming providers when it comes to engaging with new audiences? And how did Gaming Corps achieve this?

It’s true that the two segments do vary considerably in their betting preferences and patterns, but these bi-annual football events (the World Cup being the other) create huge opportunities for the industry as a whole. Creating collaborative content and working with tier-one global sportsbook operators has proven a very successful strategy for Gaming Corps while for our partners it allows them to enhance their casino offering and engage more deeply with their player base. We have several football-themed games within our Arcade portfolio including Penalty Champion, Plinkgoal, Football Freestyler and Samba Soccer that operators can access to help do this.

During June and July, we’ve seen record player numbers introduced to these products through cross-sell efforts so it’s been very advantageous to have these included in our offering. In preparation for the event, our product worked around the clock to roll-out dozens of bespoke branded versions of these games which have been front-facing on casino pages with many of our operators. The feedback we’ve received is that during EURO 2024, many casual sportsbook players have enjoyed being introduced to a different style of casino games like our Crash, Mines and Plinko verticals as they deliver a more compelling experience than traditional style casino games such as slots and roulette.

 

What’s the secret to creating slot titles that appeal to both demographics of players? Should more game developers be turning their attention towards creating slot titles centred around major sports tournaments?

Creating slot titles that appeal to both traditional slot players and sports fans requires a thoughtful blend of themes, features and mechanics that resonate with both audiences. I believe the key to success is around thematic relevance, so creating games for and targeting them to players around key events in the sporting calendar. This allows operators to build hype on the game and players love timely and seasonal titles as a way of being gently guided away from the classic products on the market and towards non-traditional content. Throughout June, a large majority of operators have offered a dedicated category with sports-themed casino games for players to discover which has benefited us immensely as they have stocked more titles from our diverse portfolio. Engaging gameplay features are critical like within our Penalty Champion game where we’ve included the sports-related shootout which adds an extra layer of excitement and engagement. Likewise, balancing game mechanics is important; games must be simple enough for traditional casino players to understand but include exciting elements that appeal to sports fans, such as dynamic animations and fast-paced action. These keep players entertained and eager to sample more products themed around their favourite sports.

 

With player acquisition costs at an all-time high, how can slots developers retain players onboarded during tournaments such as the EUROS and perhaps introduce them to other iGaming verticals? 

There are so many variables here but yes, due to acquisition costs, players must be retained to maximise player lifetime value and loyalty.  One example would be the use of in-game advertisements to promote other verticals. This could mean offering free spins in slots for trying out a new sportsbook feature. This is something that we want to work on together with our operator partners for the remainder of 2024 to maximise the opportunity. Likewise, the bundling of promotions can be highly effective in encouraging players to try different types of games. My belief though is that player engagement and communication is the most important factor whereby the strategy actively engages with players on social media platforms to create a community and keep them informed about new products and promotions. This is very true in countries such as Brazil where influencer marketing has been extremely strong in the overall marketing mix.

 

We have the Olympics coming up in a few weeks’ time, and then the restart of domestic football calendars. Can we expect to see any more sports-themed titles coming from Gaming Corps? 

Yes, I do believe that sports-themed casino games will continue to evolve and will be used by operators to attract and retain players. We’re always looking to innovate and bring something new to market and we’ve discussed our latest vertical Smash4Cash and how we can introduce a sports element to it. This approach has already brought us big success in the Mines, Plinko and Crash verticals.  We have also been working on games outside of football. Due to operator demand, we did create an ice hockey-themed game which we launched with a localised approach for countries in the Nordics and to enhance strategic partnerships with branded versions of the game for certain operators. This is a fun and engaging product and I’d say watch this space for future sports-themed games that take a similar format. We aspire to become an industry leader in creating fun, innovative and engaging sports-themed content and from the success we have achieved with the first few games we have developed, we too will be lifting the trophy in next to no time.

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Interviews

Altenar’s global expansion: Sam Hill outlines plans for growth in LatAm, Europe, and Beyond

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Altenar’s global expansion: Sam Hill outlines plans for growth in LatAm, Europe, and Beyond
Reading Time: 3 minutes

 

Can you elaborate on Altenar’s specific goals for global expansion? What regions are Altenar focusing on for growth?

We’re not interested in limiting ourselves, so we are actively exploring several global expansion opportunities. Our highly customisable product can be tailored to any region, and we have the content library to support a global audience. Leveraging our existing customer base and success in Latin America, a market where we are already well-established, makes perfect sense. Specifically, Brazil, Mexico, Colombia, and Peru are regions where we have seen strong results and hold further growth potential.

There’s no reason why we can’t expand further across Europe too, where we already have a foothold, and Asia, a largely untapped market for us. Can we do more to establish a stronger presence in the Asia-Pacific (APAC) region? Absolutely! Growing the business globally is a key focus.

 

You have nearly 15 years of experience in the industry, including roles at Betgenius, BetVictor, and IMG. How will your experience be leveraged to help Altenar achieve its global ambitions?

My sales experience and track record in the content and data space were likely factors in my hiring. My network is fairly extensive and a useful asset that can be leveraged to Altenar’s advantage. In my previous roles at IMG ARENA and Genius, I managed a significant portion of the global sales team, including overseeing territories that are key target areas for Altenar.

Altenar stands out as a leader in this area, excelling in both proprietary content delivery and seamless third-party data integration. Our partnerships with over 20 third-party sportsbook suppliers allow us to deliver the broadest and highest-quality content portfolio – a critical advantage for any operator in a competitive market.

 

Can you provide some examples of how Altenar might tailor its approach to different regions?

The foundation of success in different markets is always providing the right products. While UI/UX and front-end features offer customisation options, bespoke solutions are also available. Operators can request or configure custom settings in the backend, including margins, bet limits, customer profiling and across our extensive proprietary bonus engine.

UI and UX are key elements. For multi-territory operators, we offer flexibility in content presentation. They can choose the sports, competitions, markets, banners, bonuses, and bet boosts they want to display. Our deep bonus tool capabilities allow for territory-specific customisation, and operators can enable or disable frontend features based on their needs.

However, differentiation goes beyond just the user experience. Our experienced and dedicated account management team provides exceptional support. We strive to execute any individual operator’s trading strategy, whether they prefer a hands-off approach or a more involved one. We provide the operational support needed for either scenario.

Finally, we can cater to specific market demands. In Brazil, for example, we offer a deeper selection of domestic sports content. This allows operators to differentiate themselves and provide what customers want, ultimately leading to better customer acquisition and retention.

 

Growing Altenar’s revenue and securing high-profile global partnerships is a key aspect of your role. Can you elaborate on the types of partnerships Altenar is looking to establish, and what qualities define a ‘high-value customer’ for Altenar?

I have great confidence in Altenar’s product offerings. We have a well-established reputation for excellence, but we need to continue raising brand awareness and communicating the value we deliver. My goal is to increase awareness of Altenar’s capabilities among high-profile brands.

We are targeting different partnerships. Casino operators are leaving revenue on the table when it comes to sportsbook, that we are perfectly placed to help them recognise. Another major focus is speaking to established operators in various territories. Can Altenar take their brand to new markets, where they can leverage their potential for growth? Even North American operators today will naturally be looking south at LatAm. We can then leverage their brand recognition in new markets. It is a broad remit but ultimately we will leverage the quality of the Altenar product and the strength of the relationships we have to capitalise on our growth potential.

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Interviews

“Our Product is Young, Flexible, and Dynamic” – Anhelina Stasiuk on the Future of the SOFTSWISS Jackpot Aggregator

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“Our Product is Young, Flexible, and Dynamic” - Anhelina Stasiuk on the Future of the SOFTSWISS Jackpot Aggregator
Reading Time: 3 minutes

 

European Gaming met with Anhelina Stasiuk after her appointment as Head of Business Line at the SOFTSWISS Jackpot Aggregator to learn about her plans for the product. In this interview, Anhelina shares her vision for expanding the client base, enhancing player engagement, and maintaining top-notch service and technological innovation.

 

Congratulations on your recent appointment as Head of Business Line at SOFTSWISS Jackpot Aggregator! Can you share your immediate priorities with us in this new role?

Thank you for your congratulations.

I am pleased to have this opportunity because the SOFTSWISS Jackpot Aggregator, being one of the newest products in the SOFTSWISS ecosystem, presents vast opportunities for development. Its technological advancements and timeless appeal make it a top-notch engagement tool in high demand among our clients.

Our meticulous approach focuses on technology to ensure we deliver high-quality solutions. As the new Head of Business Line at SOFTSWISS Jackpot Aggregator, my priority is to expand our client base by tapping into the clients of the SOFTSWISS Game Aggregator. I believe this tool is a ‘must-have’ for them. They can seamlessly launch the SOFTSWISS Jackpot Aggregator and join the Network Jackpot, offering their players a thrilling experience and the chance for significant wins.

Expanding our Network Jackpots is another priority in our strategy. Our research shows that network jackpots increase player engagement and enhance performance metrics for participating casinos. The shared pool mechanic is particularly attractive to players, offering more substantial rewards than individual branded jackpots.

 

Can you explain how the SOFTSWISS Jackpot Aggregator differentiates itself from other jackpot solutions in the market from your point of view?

We continuously study our competitors, and our Network Jackpot consistently delivers excellent results, giving us a significant market advantage.

A key strength is our collaboration with game providers. For example, we have launched network jackpots with providers like Evolution and currently have a campaign running with Apparat Gaming. These collaborative jackpots highlight their portfolios and open new initiatives for SOFTSWISS Game Aggregator’s clients. The Jackpot Aggregator’s unique mechanics and the Game Aggregator’s user-friendly settings make these launches seamless and fast.

Additionally, we allow other platforms to organise their own jackpot networks. We can integrate with third-party platforms, enabling them to launch and manage their networks effortlessly.

Our Jackpot Aggregator is versatile and compatible with sportsbooks, which is rare in the market. Betting jackpots are especially exciting during major sports events. For example, we launched jackpots for several SOFTSWISS Sportsbook’s clients during the European Football Championship. With flexible settings, brands can create different jackpots to meet the heightened interest in sports betting.

Moreover, we can run joint campaigns for both casino and sports betting, which is another unique feature. This versatility allows our clients to maximise engagement across different types of gaming activities.

 

How do you envision the SOFTSWISS Jackpot Aggregator evolving, and what impact do you expect these changes to have on SOFTSWISS’s market position?

The SOFTSWISS Jackpot Aggregator is a universal and modern tool that can be implemented not only in casino games but also across the entire iGaming system. All SOFTSWISS products integrate seamlessly, and the Jackpot Aggregator is no exception. It enables unified campaigns combining casino games and sportsbooks, enriching the user experience and allowing casinos to customise launches quickly and easily.

 

Customer satisfaction is crucial for any product’s success. What strategies will you implement to ensure that the Jackpot Aggregator continues to meet and exceed your clients’ expectations?

A partner recently emphasised that while a product may be perfect, service is equally crucial. They emphasised that they would always choose the option with excellent service. At SOFTSWISS, we are committed to excelling in both areas – ensuring our product is stable and our service outstanding.

Our technical team is dedicated to maintaining top performance, ensuring the product can handle any load, regardless of the client’s size, supporting existing functionality, and developing new features. We pride ourselves on our technology.

Equally, we prioritise excellent communication and a solid client-oriented approach in our hiring process, supporting our managers’ qualifications through ongoing training.

Our account managers focus on providing quick responses. We have established minimum response time standards to ensure clients receive timely assistance, even on weekends. We understand that time is money, and our clients trust that their requests will always be processed promptly, with the necessary support and advice for effective operations.

 

What are the main challenges for you in this new position?

The challenge is to demonstrate that I can achieve everything I have planned. I have a proven track record of success and am eager to lead us forward in this new role. With the team, we will explore new opportunities and continue to develop the product.

We are prepared to enter new markets and work with clients to consider new markets at their request. Our young, flexible, and dynamic product makes it well-suited for expansion and adaptation.

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