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Ryan Thurburn appointed Chief Product Officer of Racecourse Media Group

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Ryan Thurburn has been appointed incoming Chief Product Officer of Racecourse Media Group (RMG), the umbrella organisation for 35 British racecourse shareholders and parent company of Racing TV.

Ryan joins from BoyleSports, where he is Director of Product, and will take up the position in October.

RMG has created this important new role as part of an increasing strategic focus on the importance of using innovation to enhance engagement with horseracing and grow returns to the sport. Ryan and his team will focus on delivering the best possible customer experience through RMG’s products and enabling the business to work closely with the betting industry to create new opportunities for growth.

Ryan said: “I’m thrilled to be joining RMG, which has achieved great success through driving innovation in racing – the bedrock of the betting industry.

“As someone who has worked within betting for many years, the opportunity to influence positively the direction of the sport through product innovation, for the consumer, whilst stimulating growth for shareholders, is one that fosters excitement and passion.

“I am very much looking forward to working with the RMG leadership team as well as other internal and external stakeholders to define a modern, forward thinking, innovative vision and strategy to cultivate growth for shareholders – with customers and the sport at the very heart of everything.”

Martin Stevenson, CEO of RMG, said: “In such a competitive environment, innovation is key to the future success of our business, products, and the sport. Our recent roll-out of in-play demonstrates the innovation opportunities that can be available to horseracing with the right technology, vision, and execution. Ryan undoubtedly has the track record to develop that vision and create the strategy to achieve it.

“We warmly welcome Ryan, who is held in high regard within the betting industry. His appointment is a hugely positive step in helping us to continue delivering the best possible returns for our racecourses and the sport of horseracing.”

Ryan has worked in the betting industry all his career, most recently as Director of Product at BoyleSports, which saw him define the first data-led product strategy, and restructure and grow the Product & UX / UI functions for the organisation. He also led multi-functional transformation activities across the business, adopting agile product development and delivery methodologies. He was previously at Entain, where he was Head of Sportsbook Product and then Director of Product for Ladbrokes Coral.

Balkans

BEGE celebrates 15 years as Eastern Europe’s premier gaming expo

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BEGE celebrates 15 years as Eastern Europe’s premier gaming expo
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The most significant event for the gaming industry in Eastern Europe – the Balkan Entertainment & Gaming Expo (BEGE) – will bring together leading companies, innovators, and industry representatives on November 27 and 28 for its 15th-anniversary edition. In celebration of this milestone, the organizers have prepared numerous surprises and special awards.

Once again, BEGE will offer a rich program, uniting industry leaders, investors, and successful entrepreneurs to share ideas, technologies, and inspiration. Visitors will have a unique opportunity to explore the latest gaming technologies, try out innovative solutions, and enjoy impressive demonstrations.

Traditionally, the first and second days of the event feature the EEGS conference, where internationally recognized speakers will present analyses and discussions critical to the development of the gaming industry. Special panels will provide a platform for leading gaming experts to discuss the future of the industry, emerging trends, and initiatives promoting responsible gaming practices.

For the first time, BEGE will welcome startups, offering them the opportunity to participate in Gaming StartUp Challenge 6.0. This challenge provides a unique opportunity to meet with key industry figures. The most promising startups will be recognized and granted invaluable access to the experience and insights of industry leaders.

As always, the exhibition begins with the BEGE Awards ceremony, a symbol of recognition for innovation, outstanding achievements, and success across various sectors of the gaming industry, with awards such as “Online Provider of the Year” and “Online Game of the Year.” The awards will be presented on November 26 at an elegant dinner at Black&White club in Sofia’s Grand Hotel Millennium.

A key highlight of the program is the Proximity Zone, providing companies with additional visibility through live-streamed interviews and product presentations with leading global brands and experts.

BEGE is a must-attend event for anyone with an interest in the gaming industry. This year, more than 80 exhibitors and over 6,000 visitors from 70 countries are expected, making it a place where the passion for gaming and innovation meets business opportunities.

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AC MILAN AND SPRIBE ANNOUNCE NEW PARTNERSHIP AND WELCOME AVIATOR AS THE CLUB’S OFFICIAL CRASH GAME

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AC MILAN AND SPRIBE ANNOUNCE NEW PARTNERSHIP AND WELCOME AVIATOR AS THE CLUB’S OFFICIAL CRASH GAME
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Aviator, SPRIBE’s revolutionary game, becomes the Official Crash Game of AC Milan

AC Milan is pleased to announce that, starting from the current season, the global iGaming provider SPRIBE officially joins the Rossoneri family, with Aviator as the Club’s Official Crash Game Partner.

Since its market debut in 2018, Aviator has established itself as a popular phenomenon, becoming the number one crash game worldwide with over 42 million monthly active players globally.

The partnership between AC Milan and SPRIBE combines the adrenaline of football with the dynamic gaming experience, offering fans – especially younger demographics – new opportunities for entertainment and a closer connection to the Rossoneri world.

Maikel Oettle, Chief Commercial Officer of AC Milan, stated: “We are thrilled to welcome SPRIBE and Aviator into the Rossoneri family. This partnership is built on the ambition to connect with our fans in fresh and engaging ways. Together with SPRIBE, we aim to offer our supporters an experience that combines the thrill of the pitch with the excitement of gaming, reinforcing the bond between our Club and Rossoneri supporters worldwide.”

David Natroshvili, CEO of SPRIBE, added, added: “We are pioneers in the crash game format and among the development teams forging significant marketing partnerships with organizations and sports teams, like this agreement with AC Milan. This partnership will help Aviator take off in the Italian market, increasing the game’s visibility among Rossoneri fans worldwide. The partnership with AC Milan, following our agreement with UFC, represents a major milestone, further establishing our presence in the sports world.

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Gaming

Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions

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Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions
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Wargaming, a leading game developer, teamed up with SplitMetrics, an app growth solutions company, to boost conversion rates with seasonal Christmas-themed screenshots for the launch of its game World of Warships: Legends.
Coinciding with the game’s soft launch in Brazil, the Philippines, Canada, and France ahead of the Christmas holidays, Wargaming wanted to capitalise on the seasonality effect to influence its app engagement without advertising.
By working with SplitMetrics Agency, a leading mobile growth agency, Wargaming increased conversions by an average of 15% on iOS across App Store storefronts in Canada, the Philippines and France. Canada experienced the highest conversion rate increase with 31.45%, followed by the Philippines (9.61%) and France (3.44%). On Android, the Brazilian Google Play storefront experienced the highest conversion rate increase with 6.68%.
SplitMetrics Agency focused on A/B testing as its core strategy. The agency optimised visual assets, analysed performance and tested various creative hypotheses. Using SplitMetrics Optimize, the agency’s experts ran experiments to identify the best-performing illustrations for both the App Store and Google Play product pages.
A key hypothesis tested during this project was whether tailoring visuals to each region during Christmas would have an impact. For France and Canada, the images were adjusted to include a winter theme featuring snow, fireworks and a Christmas tree. For the Philippines, the agency used white ribbons, a local Christmas tradition, along with fireworks and ornaments displaying the country’s flag. And for Brazil, fireworks and ornaments decorated with the Brazilian flag.
During this testing period, there were no in-app events or paid user acquisition campaigns, allowing the performance changes to be directly attributed to the updated screenshots.
Thomas Kriebernegg, General Manager, SplitMetrics Agency, said: “Christmas is one of the main calendar events that app marketers need to prepare for, especially in the gaming category.
“The World of Warships: Legends case study is a great example of how seasonality can significantly impact your app’s performance and give you a boost in users. And this can be achieved without an advertising budget. It can all be done organically when you have the right calendar event, great graphics and A/B testing.
“As in the case of the Wargaming game, a comprehensive analysis and testing strategy increased its conversion rate by an average 15% across three markets.
“It is essential that app marketers forward-plan for any relevant calendar events. It’s also important to note that Christmas may not be relevant for every app but if you’re unsure you can always try A/B testing to see what works. And keep optimising.”
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