Interviews
Decoding Success in the iGaming: A Conversation with Victor Sekushenko, Head of Sales at SOFTSWISS Sportsbook
SOFTSWISS has been a prominent player in the iGaming industry. Based on your experience, what are the top three success strategies that betting operators should adopt to thrive in today’s competitive market?
First of all, sportsbooks should extend their offerings beyond football. We highly recommend operators explore low-season sports and those traditionally underestimated by the industry, such as basketball and Australian football. SOFTSWISS supports its partners by delivering informed recommendations and comprehensive reports on diverse sports events. The strategic diversification of bets across various sports and events serves to mitigate risks effectively.
The second recommendation centres on increasing betting volume by prioritising live and imminent events, given their tendency to attract higher stakes. Notably, in Q3’23, live bets surpassed pre-match bets by almost two-fold. Consequently, it is imperative for operators to provide a user-friendly platform with live broadcasting capabilities to facilitate a seamless betting experience. Additionally, promoting the placement of parlay or combo bets emerges as an additional strategy to enhance revenue, given their inherently higher profit margins.
Player engagement is another key to igaming success. Surely, you’ve heard this many times. But it is. Otherwise, it wouldn’t get so much attention. Recognising this, SOFTSWISS provides a diverse array of engagement tools, encompassing exclusive bonuses and jackpots. At the same time, we advise operators to meticulously evaluate the value of bonuses, ensuring they reward players judiciously without excess. Finding the right balance between bonuses and odds is critical, and we help our partners with that.
With the rapid evolution of technology in the betting industry, how does SOFTSWISS leverage technological advancements to aid betting operators in achieving success? Can you share a specific example or case study?
The most buzzing technology for the last year is artificial intelligence (AI). I believe that using such a powerful tool is a revolutionary shift in an operator’s approach. We have a dedicated team working with AI. Currently, we utilise AI-based tools to personalise content within the SOFTSWISS Sportsbook. This involves tailoring event displays according to individual player preferences, gathering real-time data on player activity, and implementing various advanced functionalities. Our system is designed to discern and present the most attractive options for players, enhancing their overall gaming experience.
All these tools help operators engage players more and influence metrics like the number of bets or the average bet. When a player is presented with a match involving their favourite team, the likelihood of them placing a bet significantly increases. This contrasts with the scenario where they have to navigate through the feed to find something of interest, highlighting the significance of personalised and easily accessible content in driving user engagement and betting activity.
Regulations play a crucial role in the betting industry, especially in Europe. How does SOFTSWISS assist betting operators in navigating the complex regulatory landscape, and what strategies do you recommend for staying ahead of regulatory changes?
Our commitment is to simplify the operator’s journey from a legal perspective. One of the most challenging things is licensing. We strive to offer the highest quality product that adheres to international standards. It’s not just words. Recently, we received GLI-33 certification for Event Wagering Systems, which marks a huge advancement for us in securing country licences. This certification reflects the substantial effort we’ve invested in meeting standards, encompassing a significant portion of local software requirements worldwide.
Also, we carefully monitor gambling regulation news and share our expertise with current and potential partners. SOFTSWISS experts have experience in the licensing process for a number of countries, so we work closely with every partner to provide optimal support on the legal aspects of their business. Our flexibility and customer-centric approach enable us to tailor solutions that benefit all parties involved.
In response to your second question, a key strategy involves selecting an experienced partner with high-quality software. This decision significantly streamlines the operator’s journey into the legal aspects of the business, providing a foundation for a smoother and more successful operational landscape.
Engaging and retaining customers is vital for any betting operator. What innovative strategies or tools does SOFTSWISS offer to help operators enhance customer engagement and loyalty?
Within the SOFTSWISS Sportsbook, we feature a range of unique bonuses that stand out in the industry. These bonuses, including the Hunting and Lootbox Bonus, Hunting Tournaments, and Freebet Booster, are pivotal in significantly enhancing player engagement.
As I said earlier, operators often struggle to determine the right amount of bonuses to offer players without overdoing it. Tailoring bonuses to match individual betting activity is crucial, creating an incentive structure that resonates with players and encourages sustained engagement.
Our Hunting System is an excellent example of how to achieve this balance. It operates automatically, guaranteeing that players who bet larger amounts receive proportionally sized free bets while those with smaller bets receive more modest bonuses. This approach prevents scenarios where players making, for instance, two or three thousand euros in bets receive bonuses that may not align with their preferences. Conversely, the system also caters to smaller bets, avoiding the presentation of bonuses that might be disproportionate for such betting amounts.
In addition to tools, SOFTSWISS provides engaging systems like the SOFTSWISS Jackpot Aggregator. It offers a variety of different jackpot types designed to capture the interest of diverse players. For example, the recently launched Prime Jackpot is a new type of progressive jackpot. Its uniqueness lies in its connection to a broad network of multiple online casino brands. Through Prime Jackpot, iGaming brands wishing to participate in a network jackpot campaign contribute a proportionate amount based on their overall betting volume. Once a jackpot is won, the reward is disbursed from this shared pool which continues to grow progressively through player bets. This gamification strategy enhances player interest and entices former players to return to the platform.
As you prepare for SiGMA Europe this November, what are SOFTSWISS’ main objectives for the event? Are there any specific success stories or strategies you’re eager to share with attendees?
SiGMA Europe presents a valuable opportunity to forge connections with both existing and potential partners within the industry.
Our presence at the exhibition comes with a fresh concept celebrating the tenacity and resilience of iGaming businesses. Inspired by the diverse Maltese wildlife, our theme focuses on the resolute grip of local crabs and lobsters in their natural habitats.
Just as these creatures tenaciously cling to rocks and reefs, SOFTSWISS is committed to assisting our partners in achieving their goals, even in the face of challenges. Our comprehensive suite of solutions provides the foundation for success in the ever-evolving iGaming landscape.
I am confident that our presence at SiGMA Europe will be valuable for industry professionals. Using this opportunity, I invite you to visit our stand 2129 to meet in person.
Interviews
Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype
Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
Affiliate Industry
Flying high: How RavenTrack is helping operators unlock the true potential of their affiliate programs
We sit down with Adam Rowley, Managing Director at RavenTrack, to understand why data, tracking and optimisation are key to a successful affiliate program
Your tagline is “win at performance marketing”. Tell us more about how you help operators maximise their partnerships with affiliates.
It is indeed. RavenTrack is a powerful affiliate tracking solution that allows operators to track, optimise and grow through their affiliate programs. Our proprietary solution offers an advanced affiliate tracking platform built by iGaming experts – this ensures it meets the unique demands of the industry, including the need to withstand the pace and complexity of affiliate marketing in the online sports betting and casino space. RavenTrack has also been designed to be flexible and customisable so that it can be adapted to individual client requirements. This combination of qualities has seen us become the go-to affiliate software tracking provider for more than 150 brands across the world, brands that are winning at performance marketing with the support of RavenTrack.
Why is tracking so important to the ultimate success of an affiliate program?
Tracking is the glue that holds marketing and sales together in the online arena. But effective tracking requires a platform that delivers reliability, accuracy and a seamless UX so that users can easily dig into the data and generate valuable insights. Speed and reliability are crucial so that operators don’t miss a single click or conversion. To track data effectively, operators (and their affiliate partners) need tools such as pixel and postback capabilities and geo-targeting. The former allows affiliates to track customer activity in real time which helps them maximise the revenue of the brands they work with. When it comes to intelligent geo-tracking, it allows users to identify and aim to funnel traffic through specific locations.
But tracking is just one part of the process and success of an affiliate program– online sportsbook and casino operators must be able to take the data they have tracked and use it to optimise campaigns, both internally and those being run by their affiliate partners.
What does optimisation look like? How does RavenTrack help its customers do this?
Traffic source provides a lot of spoke for optimisation, especially when it comes to things like which affiliate is performing best, changes to traffic, ROI and conversion rate optimisation. With RavenTrack, operators have the insight they need to do this. They can also give their affiliates access to data via their own internal reporting systems – this is done via our two-way API – to help determine which campaigns and creatives are delivering the best results. Operators also need to optimise the commercial agreements they have in place with their affiliate partners, and this means being able to offer them a range of options including CPA, revenue share, CPL, CPM and hybrid.
As operators – and their affiliates – get more experienced at using data and tracking, they will want to customise reports to a pretty granular level so that they can optimise to a much deeper and greater extent. Customisable reports (we have more than 20 reports available), marketplace and dashboards are just a few of the tools we provide to help operators and affiliates optimise campaigns and work to the commercials that deliver for both parties.
And how does all of this come together to help both operators and affiliates scale at pace?
Our fixed-cost model means operators can create as many campaigns for their brands as they like without the worry of additional costs. This in turn makes growing their program pretty straightforward. With a long list of commission structures available (which can be customised by the client) for their affiliate partners, operators can ensure the growth of the program is reflected in the growth of the wider business, ultimately allowing them to maximise profitability from affiliate marketing activity while at the same time ensuring their partners are fairly compensated for the quality traffic they send.
Migrating to a new affiliate tracking platform can cause major upheaval. How do you help operators through the process?
We know that moving to a new platform can be a big decision and a significant undertaking, but we have plenty of options to make it a seamless process from start to finish. This includes working with the affiliate program team to run their old and new program side by side to ensure there is absolutely no drop-off in traffic or lost data. Our UK-based account and customer support team is always on hand to assist during the migration process, and once operators are up and running with RavenTrack – this includes helping them get the most out of our platform and tools.
RavenTrack has only been around for a handful of years but has already achieved great things. What can we expect in the months ahead?
We hit the market in 2018 and haven’t looked back. Today, we work with 150 brands, processing more than one billion clicks per month and £2billion in deposits to date. The operators using RavenTrack to run their affiliate programs have generated more than £500 million in revenue and counting. Our numbers speak for themselves and no matter the size of brand or affiliate program, our solution is the key to unlocking the true potential of affiliate marketing. As for the months ahead, expect more platform updates, new tools and some big-name partnership announcements.
Africa
SmartSoft’s expertise and future vision for the African market
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s success and its impact on the gaming industry.
About SmartSoft Gaming
Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.
To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.
Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.
What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.
How does JetX differentiate itself from other crash games in the market?
At SmartSoft, we appreciate our relationships with partners, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!
JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.
What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?
When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.
How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?
The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.
How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;
What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.
How has the success of JetX influenced SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.
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