Interviews
Sponsors Spotlight: iGaming Mastery Insights by Atlas-IAC and its CMO, Bogdana Yavorskaya
Ahead of the highly-anticipated Prague Gaming & TECH Summit, organizer HIPTHER is thrilled to introduce and put the spotlight on the companies and people that help make the magic happen: our conference sponsors! These innovative, accomplished professionals and teams make magic happen every day, and they will be joining us at the Prague Gaming & TECH Summit 2024 taking place on 26-27 March, to share insights, network and collaborate with you! Get to know them, connect, and meet them in Prague!
In this Sponsors Spotlight Interview the #hipthers meet Bogdana Yavorskaya, Chief Marketing Officer at Atlas-IAC, the Badge & Bracelet Sponsors of the upcoming Prague Gaming & TECH Summit. Bogdana will be a Speaker at the Summit, offering valuable insights at the panel about “iGaming Mastery: Innovative Strategies in Marketing, PR, and Retention”.
Hello Bogdana, thank you for this interview. We are delighted to get to know you, and introduce you to our readers! Can you please tell us a bit about yourself and your current role at Atas-IAC?
It’s a pleasure to chat with you. I’m the Chief Marketing Officer at Atlas-IAC, where we’re all about pushing the boundaries in the exciting world of iGaming.
My journey in marketing spans a whopping 18 years, and I’ve had the privilege of delving into various aspects of this dynamic field. From crafting effective marketing strategies to diving deep into media planning and optimization, I’ve had my hands in all sorts of exciting projects.
Before joining the team at Atlas-IAC, I had the pleasure of working with some incredible international brands like Coca-Cola and Danone, where I got to flex my marketing muscles and help shape their success stories.
What excites me most about my role here at Atlas-IAC is the opportunity to innovate and drive meaningful change in the iGaming industry. It’s a fast-paced world, but with my wealth of experience and passion for what I do, I’m always up for the challenge.
One of the major aims for me is to show how strong the brand of Atlas-IAC is and how fantastic our product is. Due to a competitive environment, building a strong brand is essential for our industry to establish trust, gain a competitive edge, foster customer loyalty, optimize marketing efforts, ensure regulatory compliance, and attract talent and partnerships.
In addition to our focus on brand strength and product excellence, at Atlas-IAC, we are committed to promoting responsible gaming practices together with our partners. Authenticity, transparency, and responsible gaming practices are crucial for fostering trust and loyalty among players of our partners. The significance of responsible gaming practices in promoting a safe and sustainable gaming environment and preventing problem gambling is one of our key priorities in fostering responsible partnerships. We provide our partners with specific tools for responsible gaming. For example, Atlas-IAC implements self exclusion mechanics in our risk management tools, allowing players to set their own limits for their bookie or casino games
I’m thrilled to be part of such an innovative team, and I can’t wait to see what the future holds for Atlas-IAC and the iGaming industry as a whole.
Let’s get to know Atlas-IAC! Can you please introduce the company, and share with us how Atlas-IAC’s next-generation platform is revolutionizing the iGaming industry?
Atlas-IAC is a B2B provider of a next-generation platform for iGaming operators. Our core priority is our partners and product. We cooperate with the iGaming industry by broadening product ranges, adhering to regulations, refining marketing and customer relationship strategies, and adopting offerings to local markets.
We are really proud of our Sportsbook which can be integrated in 2 days. Our platform is scalable and automatic. Atlas-IAC stands as a robust, scalable, and dependable iGaming solution with 99.8% uptime, among the highest in the industry. Continual enhancements ensure lightning-fast, intuitive Sportsbook functionality, instantaneous bet settlement, uninterrupted casino gameplay, real-time risk management, state-of-the-art anti-fraud measures, and adaptable market expansion.
Rooted in collaboration and mutual growth, we remain steadfast in our mission to empower partners, share expertise, and deliver a superior product that underpins their success.
One of Atlas-IAC’s strengths is its rapid Sportsbook Integration. How does this feature contribute to enhancing operators’ marketing efforts and attracting new players?
We are really proud of our in-house developed Sportsbook. It stands out as a top choice for those aiming to kickstart or expand their sports betting venture due to its full automation. What sets it apart are its meticulously crafted features, designed to drive heightened engagement among players, consequently boosting the average check value and elevating the player’s lifetime worth.
Our commitment extends to continuous product refinement, accompanied by an individual approach for each partner. We are providing them with the flexibility to integrate specific modules aligned with their business objectives. Our customization process is tailored to address the unique demands of each operator, ensuring seamless functionality, appearance, and behavior precisely aligned with their vision.
In the iGaming industry, Sportsbook platforms play a vital role in enhancing operators’ marketing efforts and attracting new players. Sportsbook offers real-time betting options during live sports events, creating an exciting and immediate wagering experience that appeals to sports enthusiasts. With a diverse range of betting markets, including niche sports and specific outcomes, Sportsbook platform caters to various types of bettors, expanding the operator’s target audience.
Operators leverage Sportsbook to offer attractive promotions, bonuses, and incentives, such as sign-up bonuses and free bets, to entice both seasoned bettors and newcomers. Moreover, the cross-platform accessibility of Sportsbook platforms enables operators to reach a wider audience, including mobile users who prefer betting on the go.
Overall, Atlas-IAC’s Sportsbook contributes significantly to operators’ marketing efforts by offering dynamic betting opportunities, personalized promotions, and seamless accessibility across devices. With an outstanding uptime of 99.8%, we hold firm confidence in both the quality and growth potential of our Sportsbook.
With Atlas-IAC’s focus on automation and maximizing profit for operators, could you elaborate on how your platform facilitates effective communication and collaboration with partners in the iGaming ecosystem?
We have managed to strike the perfect balance between meeting our partners’ needs and injecting excitement into their players’ experiences. With Atlas-IAC’s Next-Gen iGaming platform, partners gain access to a comprehensive suite of tools, empowering them to manage their entertainment business seamlessly, free from technical worries.
We’re dedicated to tailoring our products to suit each partner’s unique requirements, priding ourselves on our flexibility. Whether it’s developing specific modules or customizing features, we’re always ready to adapt to individual needs, and this is our undeniable advantage.
Thanks to the fully automated and flexible Atlas-IAC platform, our partners have tools for effective communication and marketing strategy in the iGaming ecosystem. We offer must-haves for our partners. For example, the Personal Odds Boost feature allows offering an individual odds increase for a specific player, regardless of the type of event (either Pre-match or Live), or Combo Boost which lets players see the real-time odds increase as they add more events to their bet slip. It is a simple yet powerful way to let players put their knowledge of sports to the test and boost their reward.
By streamlining workflows, enhancing efficiency, and prioritizing player relationships, our platform enables iGaming operators to excel. We’ve developed a bespoke CRM tailored to the nuances of the iGaming realm, simplifying player communication, bonus distribution, progress tracking, and necessary activity restrictions — all in line with the latest responsible gaming standards.
What are the markets that Atlas-IAC works with, and how do you tailor marketing communications for different regions and audiences?
Atlas-IAC operates globally, starting from Latin America to Europe, Africa, and Asia. As a B2B company, our target audience is our partners who engage with iGaming enthusiasts worldwide. We employ innovative marketing strategies tailored to various segments of the iGaming audience, including millennials, casual gamers, and high rollers. We always keep a close eye on emerging market trends in each region.
Firstly, I’d prioritize conducting comprehensive market research, as we usually do at Atlas-IAC. It enables us to gain insights into the preferences, behaviors, and cultural nuances of our target audiences across various regions. With these insights in mind, we focus on creating content that resonates with each local audience. This includes using language, imagery, and themes that are culturally relevant and familiar. For example, soccer is the most popular sport to bet on in Brazil, while in Great Britain, some of the most popular forms of sports betting involve placing bets on horse racing, dog racing, and soccer, so communications on our sportsbook solutions for operators in these markets will be different.
To effectively reach diverse audiences, we have to segment our target market. This allows for more tailored messaging to specific groups. While some trends are common globally, such as nearly 35% of the population having placed a sports wager in the past 12 months, people have different reasons for betting: wanting to win money, enjoying the excitement, finding sports more interesting, liking the competition, or viewing it as a hobby. Additionally, there is a worldwide trend of rising mobile gaming, the integration of virtual reality and augmented reality experiences, and the emergence of esports betting. Mobile gaming has made gaming more accessible than ever before, attracting a diverse audience, including casual gamers, older adults, and even non-gamers, due to the simplicity and convenience of mobile devices. These insights help us to communicate effectively with our target audience. A simple example: We have our automated fast sportsbook API and actively use it in our marketing communications because we understand what our partners need to succeed in mobile gambling. Our marketing strategy is based on providing solutions the company is able to offer our partners, regarding market trends. We use personalization in our communications and select the appropriate marketing channels for each market.
Looking ahead to 2024, what are Atlas-IAC’s key priorities and plans in terms of expanding into new markets or enhancing its existing offerings?
We are experiencing a surge in integration requests from operators across diverse regions, indicating a growing demand for our solutions. Our primary focus is on expanding into regulated territories, particularly in Latin America, Eastern Europe, Africa, and South-East Asia.
Our priorities for 2024 are threefold. Firstly, we aim to contribute to the sustainable development of our partners. Secondly, we intend to further develop our platform by implementing new technologies. And thirdly, we are committed to meeting the demand for our product across various regions globally.
The cornerstone of our strategy is maintaining a competitive edge in the market. We firmly believe that our in-house developed sportsbook stands as one of the best available. Our overarching goal is to cultivate reliable partnerships and drive innovation in the iGaming industry through our cutting-edge platform and its solutions.
As a panelist on “iGaming Mastery: Innovative Strategies in Marketing, PR, and Retention,” what unique insights or strategies do you plan to bring to the discussion, considering Atlas-IAC’s expertise and offerings?
Recognizing the pivotal role of mobile gaming in propelling the iGaming revolution is crucial. With the exponential surge in smartphone usage worldwide, harnessing mobile platforms for gaming experiences becomes imperative. Our strategy involves leveraging the power of our Sportsbook API solution to deliver seamless and captivating gaming experiences for our partners’ clients. It promises to be an intriguing discussion, touching on various trends, such as the transformative potential of immersive technologies like VR and AR in reshaping the iGaming landscape. Additionally, we’ll explore the surging popularity of esports betting as a key trend in the iGaming industry. Moreover, we’ll delve into topics like targeted campaigns and partnerships, brand building, and the importance of responsible gaming and communication.
Thank you for this informative interview, Bogdana! We look forward to meeting you at the Prague Gaming & TECH Summit, and hearing your valuable insights on iGaming PR, Marketing, and Retention Strategies.
Join us in Prague to connect with Bogdana and the Atlas-IAC Team: Get your Tickets to the Prague Gaming & TECH Summit Now!
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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