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Q&A with Dan Kersley, Product Manager at 2mee

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Reading Time: 4 minutes

 

Online sportsbook brands invest millions of pounds in marketing and acquisition campaigns around major sporting events. But given the fierce competition they are up against, being heard above the noise made by the rival books is easier said than done. This, combined with consumer ad fatigue, is seeing the ROI from these campaigns drop to all-time lows. So what can operators do to stand out?

We sat down with Dan Kersley, Product Manager at influencer ad platform, 2mee, to learn more about the challenges operators are facing and how the latest hologram technologies could provide the solution they are looking for.

What are the main challenges sportsbooks face when it comes to driving acquisition around major sports events?

During major sports events, sportsbooks face intense competition from other gambling operators vying for the attention and engagement of bettors. The high level of competition can make it challenging for sportsbooks to cut through the noise and attract new customers. This makes acquiring new bettors expensive due to increased demand and competition.

Sportsbooks may need to invest heavily in marketing and advertising efforts to stand out and attract new customers, which can put pressure on their acquisition budgets. But consumer behaviour and preferences can change rapidly, especially during major sports events and this can mean aiming for ever-moving goalposts. Sportsbooks need to stay attuned to the latest trends and adapt their marketing strategies accordingly to effectively target and acquire new customers. Of course, major sports events are often seasonal, and sportsbooks may face challenges in sustaining customer acquisition efforts beyond the peak periods of these events.

What makes this such a challenging space in which to acquire new customers?

Sportsbooks must comply with strict regulations and advertising rules in the United Kingdom, which can restrict the channels and methods they can use for customer acquisition. This can limit the options available for sportsbooks to effectively promote their services and acquire new customers during major sports events. Responsible gambling is a growing concern in the gambling industry, and sportsbooks need to be mindful of promoting responsible gambling practices. This may involve additional compliance requirements, such as displaying responsible gambling messages, implementing deposit limits, and conducting age verification checks which can add complexity to customer acquisition efforts. As mentioned above, acquiring new customers during major sports events can be expensive due to increased demand and competition. Sportsbooks may need to invest heavily in marketing and advertising efforts to cut through the clutter and attract new customers, which can strain acquisition budgets and impact profitability – especially if new players are not retained after the event.

Operators tend to focus on the same old tactics – big bonuses, banner ads, TV campaigns, etc. Are these actually working and are they delivering a good ROI?

In my opinion, I wouldn’t say so. Banner adverts face challenges such as ad blocking and banner blindness (where users ignore or do not notice banner ads) which is driven by the constant clutter of banner ads we see on many publications these days. The ROI of banner adverts can depend on factors such as the placement, design, and targeting of the ads. If the ads have compelling design and messaging, they may generate a positive ROI. However, I think both banner ads and TV campaigns simply offer an effective way to reach a wide audience, create brand awareness, and convey messages with little ROI.

When it comes to banner ads, why are engagement levels so low?

There are lots of reasons why users simply do not engage with banner ads these days. The main ones would be:

Banner blindness refers to the phenomenon where users ignore or overlook banner ads because they have become accustomed to the presence of ads on websites and apps. Users may have developed a tendency to automatically ignore or filter out banner ads, resulting in lower engagement levels.

Ad fatigue can occur when users are repeatedly exposed to the same or similar banner ads, leading to a decline in interest or attention. Over time, users may become less responsive to banner ads, resulting in lower engagement levels.

Lack of compelling content. The content and creative elements of banner ads play a crucial role in engaging users. If the content, design or messaging of the banner ads are not compelling, users may not be motivated to engage with the ads.

The placement and design of banner ads can impact engagement levels. If banner ads are poorly placed on a webpage or have a design that does not attract attention, users may not notice or engage with the ads.

How can operators really capture player attention? How do holograms help here?

Holograms definitely help to capture players’ attention in a space where people are bombarded with messages day in, day out. No one seems to be thinking outside the box! All we see is social media, search engine optimization and targeted online advertising which at this point is getting very predictable and boring. By using a hologram of an influencer or ambassador at the point of acquisition, retention, KYC, compliance, etc, an operator can influence user behaviour. We have seen from previous campaigns we have run with operators that using an influencer or ambassador in acquisition campaigns can increase CTRs by 8x, ultimately driving more leads to your site, delivering more conversions.

Can you give an example of how a hologram can be used as part of an acquisition campaign for a major sporting event?

Holograms integrate straight into an operator’s marketing mix by providing an acquisition driver from third-party affiliate sites, social media or email campaigns. We have run many campaigns for large sporting events like The Cheltenham Festival, where we saw holograms placed on a third party affiliate site driving traffic to an operator. In the two-week period before and over the festival, the 2mee HoloAd™ delivered 33% of all signups from a low traffic page. Using an influencer or brand ambassador increases the likelihood of someone being ‘influenced’ when viewing an operator’s advertisement. The friendly face of the brand offers the consumer a level of trust, empathy and connection. All of these things increase the likelihood of someone 1. Viewing the advert and 2. Interacting with the advert as well as gaining increased brand awareness by sweating brand assets across the Open Web.

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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