Industry News
The changing world of recruitment and the importance of company culture
![The changing world of recruitment and the importance of company culture](https://europeangaming.eu/portal/wp-content/uploads/2023/04/Leila-Goelz.jpg)
Leila Goelz, Chief People and Transformation Officer at Games Global
The iGaming industry is currently enjoying a period of growth as innovation powers full steam ahead. The fast pace of the sector is both exhilarating and demanding to those involved. It’s incredible to be a part of a growing industry, and business, where there is no shortage of opportunity for great talent.
The competition for talent is not without its challenges, but this ensures that our strategy becomes even more people-centric, helping us to build a culture that inspires innovation and nurtures our talent. It is hugely important to me to be part of a company that is committed to developing people, building high-performing teams, and fostering an inclusive culture that enables everyone to be the best they want to be. This is how we strive to operate at Games Global. This to me is what ‘making everyone a winner’ is about.
There are many fantastic companies in our space, and with increased digitalisation, we all have a growing need to fill similar roles —for DevOps Engineers, Developers, etc. – which are increasingly integral to business operations on an industry-wide basis. Attracting top talent is competitive; candidates can have multiple offers at any given time and the pace of recruitment has changed drastically. Some companies are turning around offers within days, so it’s vital we keep up.
The contraction of the talent market means we have to take a more proactive approach to attracting talent. Games Global has risen to this challenge and we continue to recruit at an incredible rate. Our focus is to proactively engage with our candidates on a personal level, build talent and constantly evolve our methods of attracting talent. It’s key that the selection process is focused on not only us as a business assessing the candidates, but also on presenting an accurate picture of our company and culture, the role, and helping our candidates determine whether or not we are the right fit for them. We believe that people join people, not a company.
Propelled by the pandemic, over the last three years we have seen a global change in attitudes towards remote and hybrid working. Companies are adapting to accommodate the paradigm change by permitting more flexible working arrangements. There are naturally differing opinions about the best approach, but we do find that there is still a desire among [our] employees to be in an office with their teams again, have in-person meetings, or even just to enjoy a quick chat over a coffee. We are social beings after all.
When it comes to retaining talent, nurturing equality, diversity, and inclusion is extremely important to Games Global in order to ensure that everyone has a strong sense of belonging. Staying true to our values of Authenticity, Boldness and Togetherness, Creativity and Innovation is encouraged, and is ultimately fundamental to the success of our product offering. How can we expect to evolve and keep pace if we are not multifaceted? We place a huge focus on ‘culture add’ rather than ‘culture fit’. When you’re a global company with a global audience, diversity in teams ensures we can understand the needs and wants of different cultures. Constantly adding to an already diverse workforce helps keep us open minded and alert to the positive differences each person can contribute to their respective teams and to our business as a whole.
Despite the ongoing challenges, iGaming has proven itself resilient and adaptable many times over and it’s no different when it comes to recruitment. We must not lose sight of the fact that companies are made of people and it’s important that those people feel valued and feel a connection to the vision of the business.
Games Global officially launched in May 2022 and we are on an exciting journey to achieve our vision of becoming ‘The One’. With dedicated focus on and commitment to one of our three key foundations – People – we pledge to support, develop, and promote our employees. I, for one, am looking towards the future with utter excitement in anticipation of what we will achieve, together.
Industry News
Playtech Live Launches Exclusive Bespoke Game with Kaizen Gaming
![Playtech Live Launches Exclusive Bespoke Game with Kaizen Gaming](https://europeangaming.eu/portal/wp-content/uploads/2024/07/pig-champions-live.jpg)
Playtech announced the launch of a new bespoke game, Pig Champions, developed exclusively for Kaizen Gaming, one of the biggest GameTech companies in the world. This launch marks the first Live Casino bespoke title for the leading sports betting & gaming operator and strengthens the strategic partnership between the two companies.
The game, designed to appeal to all audience types and player types across all markets, is a sporty animated universe in a Money Wheel Game show format, where 3 Pig Champions characters compete with each other to reach the highest multipliers within 3 exciting Bonus rounds. The studio is located in Playtech’s Romanian facility (PTR), offering a unique, immersive, animated experience made with fresh Unreal engine technology, featuring unique gameplay built from the ground up using advanced real-time animation.
Kevin Kilminster, Chief Product Innovation Officer at Playtech Live: “We are delighted to partner with one of the leading sports betting & gaming operators in the world to launch their bespoke Live Game Show, Pig Champions to their extensive player base. After being selected by Kaizen Gaming as the leading developer of bespoke live content, collaborating on Pig Champions has enabled the team to showcase their passion and experience by exploring new innovative ways of bringing live casino games to life that offer a fresh, safe gaming experience for players. Our partnership with Kaizen Gaming continues to evolve and we look forward to our next collaboration in bringing further exciting games to market.”
Christos Mavridis, Head of Live Casino of Kaizen Gaming: “Our content offering is some of the most exciting on the market and working with an established partner like Playtech will assist in enhancing our current portfolio even more. Pig Champions stands as evidence of Playtech’s expertise and extensive experience, elevating our live casino offering and emphasising our commitment to creating top-quality innovative game experiences for our players.”
Industry News
Amusnet Ranks Among Italy’s Top Casino Providers
![](https://europeangaming.eu/portal/wp-content/uploads/2024/07/8-11.jpg)
Amusnet Italy is the fourth-best casino provider in the country for June 2024, according to iGaming Tracker. The company has made a significant leap in the rankings, advancing three positions to secure the fourth spot. The achievement is underscored by a 1.1% increase in market share, reflecting a substantial gain in visibility and preference among online casino operators and players. This rise reflects Amusnet’s growing influence and effectiveness in the Italian market, demonstrating the company’s leading place among the industry’s top providers.
Several notable accomplishments have bolstered Amusnet Italy’s presence in the country. The company’s commitment to excellence was recognised with the prestigious Gold Award for Casino Content Supplier 2023 from EGR Italy last November. Furthermore, Amusnet has added six new partnerships with operators since January, bringing the total number to over 30, and has maintained a robust portfolio with over 100 certified games. Additionally, Amusnet Italy has released 14 new games since the beginning of the year, with more games planned for release by the end of 2024.
Polina Nedyalkova, Director at Amusnet Italy, said: “We are incredibly proud of our progress and the milestones we have reached. This ranking highlights our leading position in the industry and our dedication to delivering high-quality, engaging gaming experiences to local players. Our advancement to the top position underscores our growing influence and effectiveness in the Italian market, and we look forward to continuing this momentum and bringing even more top-notch games to our audience.”
Affiliate Industry
Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity
![Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity](https://europeangaming.eu/portal/wp-content/uploads/2024/07/Fraser-INT.jpg)
In a highly competitive “bonus blitzing” affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.
At Slots Temple, we believe the “stack ‘em high, watch ‘em fly” approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.
We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.
When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.
To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.
Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do – exclusively so outside the UK.
Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. It’s about fostering a player base that trusts us and feels comfortable playing with us.
Yes, we’re blurring the lines between affiliate and operator, but our players know we’re not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and it’s important that we maintain that balance. If they thought we were simply out to rinse them, we’d lose their trust, and they wouldn’t come back.
Instead, it’s about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.
And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.
Of course, within the framework of real-money tournaments, it’s important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.
Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.
Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to users’ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product
Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.
Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.
Author: Fraser Linkleter, CEO at Slots Temple
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