What is Relax Vantage®, and why should operators and suppliers be excited about this new platform?

Relax Vantage® is a brand-new portal for all Relax Gaming’s customers, it comes after we took a deep dive into user requirements and found that we were in a position to offer smoother, non-stop access to our aggregation ecosystem. This game changing portal will cover all aspects of our business partnerships from integration support, analytics to performance reports.

For operators it will also offer a new way to access and discover our personalised library of aggregated content, tailored to each individual market. For suppliers it will offer them a new way of putting their content in front of Relax Gaming’s ever-growing network of operators around the world.

How does Relax Vantage® differ from what the studio offered operators and suppliers prior to its release?

We’ve automated the vast majority of the BAU processes which has in turn enabled the platform to be much faster and more efficient in terms of scalability. The goal of Relax Vantage® is to act as an all-in-one portal to support the business needs of every supplier and operator partner.

Our long-term aim is to also bring a level of transparency, automation and self-service on a level we’ve never been able to offer before, which we know will be a hugely attractive proposition to both current and future customers.

How has content aggregation changed over the last few years and what has does Relax Vantage® done to address those changes?

There has been an explosion of new content providers in recent years. Through Relax Gaming’s multiple integration models, Silver Bullet, Powered by Game Server and Powered by Plat-2-Plat, we are able to cater to the individual needs of many suppliers.

On one end we have our distribution Plat-2-Plat program that allows suppliers to leverage our aggregation platform to reach operators, and on the other we have our comprehensive support package, Sliver Bullet. The Silver Bullet program offers support for everything, including game concept consulting, development, certification and commercial representation.

The explosion in content makes it incredibly difficult for operators to keep track of the latest games, but we believe in choice! Our advanced filtering tools allow users to select titles based on markets, features and so much more, making the experience straight-forward and most importantly enjoyable.

Is ensuring content aggregation is functional and easy to manage key to acquiring and retaining customers?

Being agile and able to move quickly as the industry throws up new challenges is vital. In this day and age, the industry is subject to a lot of challenges, new regulations and jurisdictional requirements. We suffer information overload and constant context switching.

We aim to give our customers all the transparency and tools they need to fully manage their content. I’m confident that the level of service we provide and the level of flexibility our platform offers makes Relax Gaming a very attractive proposition for any supplier or operator out there.

What are your long-term hopes and ambitions for Relax Vantage®? 

We have an exciting roadmap that we believe will further enhance operator and supplier experiences. The industry we are working in is constantly evolving, we see Relax Vantage® as a product that will need to constantly innovate to meet the demands of the industry.

This is an exciting challenge for us at Relax. We listen closely to the customer’s feedback and plan to be able to easily react to the needs in terms how to work with an aggregator. Ultimately, we want Relax Vantage® to become an all-in-one solution to serve all the business and operational needs of our supplier and operator partners from any location and provide 24/7 support.

Participants:

Tereza Melicharkova, Head of Marketing at Swintt

Araminta Hannah, Director at Comparasino

Allan Stone, Chief Executive Officer at Intelitics

In your opinion, what technology has had the greatest impact on iGaming in 2024? 

Tereza Melicharkova: I think from a game design perspective the increased focus on mobile technology has definitely had the biggest impact. We know these days a huge proportion of play comes from mobile devices, so we’re seeing more games being developed with this in mind. In practical terms, this means creating titles that are optimised for use on a vertical display and include more features that incorporate touch-screen functionality or otherwise enhance the mobile experience. From a marketing perspective, the biggest change has been an increased collaboration with streamers as this provides a more direct route for studios like Swintt to get closer to the players themselves.

Araminta Hannah: Anything that allows for deeper personalisation. It’s great to see some online casino brands now rolling the sort of personalisation that players have enjoyed at other entertainment options for quite some time. I’m talking about things like personalised bonus offers and game recommendations based on the player’s previous behaviour. It’s something that Comparasino has looked to leverage too by developing a proprietary recommendation engine for players, which matches players with brands that – based on their preferences – we believe they will enjoy.

Allan Stone: There is a growing opportunity for operators to create a core betting experience around micro betting, player props and same game parlays. Historically, most operators use those products as something of an ‘add on’ to drive engagement and acquisition. But by embracing these products, you can cater much more to the newer generation of bettor who prefers quicker content and technology-led experiences. It’s not like these technologies didn’t exist, but I do think that this has been a big thing for operators in 2024.

As mobile gaming continues to grow, what innovations are necessary to enhance mobile user experiences and ensure seamless integration across multiple devices?

Tereza Melicharkova: The main challenge to keep in mind is that there are a huge number of mobile devices on the market and that makes it very difficult for studios to deliver games that are compatible with the various screen resolutions. With this in mind, you need to have technology that can scale easily and automatically to reduce your workload and developers also need to picture how end users will ultimately experience their product. This latter point is something we’re very aware of through our acquisition of Elysium Studios – and you can see the end results in games like Law of Gilgamesh, which incorporate swipe functionality to provide a more engaging mobile experience.

Araminta Hannah: Mobile is all about streamlining the UX. Mobile players expect ease and speed, so it’s vital for operators, suppliers and even affiliates to remove friction and deliver a seamless experience. We always think of innovation as being game-changing and revolutionary, but it can be something as simple as deploying open banking to facilitate instant mobile deposits and withdrawals, or in our case, notifying players when a new online casino launches rather than then having to spend time scrolling through Google search results.

Allan Stone: Brands need to understand that they need to be building a product that’s cross-platform. We’ve always viewed gambling as being a core desktop product, and then introduced tablet or mobile at a later point. But if you can understand how to build products in a cross-platform way from the get-go, then you will enhance that mobile experience.  Personalisation is also key. There is no such thing as a ‘too rich’ user experience that is available on mobile – operators need to stop taking a cookie cutter approach and, instead, tailor experiences to individual players.

How can the iGaming industry stay ahead of regulatory changes and ensure compliance while still fostering innovation and growth?

Tereza Melicharkova: The #1 thing is ensuring that there’s an open dialogue between regulators, game developers and operators. Although there are more and more regulated markets opening up each year, at the moment they don’t really communicate together, and I personally think it would be a big help if there was one platform where updates could be shared to help compliance teams stay ahead of the game. We’re not quite there as an industry yet but having something like a global compliance conference would also be a great idea as it would provide that forum for discussion while also ensuring that people don’t have to travel as much to learn the ins and outs of individual markets.

Araminta Hannah: By understanding the rules in place and then pushing boundaries within them. Innovation shouldn’t be curtailed by regulation. Instead, operators, suppliers and affiliates should see it as the foundation from which they can develop new experiences, enhance existing customer journeys and continue to execute whatever it is they do to the highest standard. Innovation can just be about finding a new way of doing something better than it has been done before and, in my experience, regulation very rarely prohibits this.

Allan Stone: Many brands use responsible gambling and compliance as a crutch to justify not innovating. But the more intelligent operators can be in terms of where they place their ads, the less they will be viewed as being problem gambling adjacent. From a compliance perspective, the measures in place are designed to protect the player. Instead of viewing those requirements as an annoyance, the operators who embraced them have used it to their advantage and created ‘pattern interrupts’ which helps foster a more positive user sentiment, which means less regulatory oversight.

You’ve joined Evoplay with a wealth of industry experience, how will you be leveraging this expertise in your new role?

With my extensive experience in product development, I understand that achieving success involves not just tactics but setting clear strategic goals. At Evoplay, we will focus on aligning our strategies with market trends and operator needs, driving continuous innovation and building strong partnerships to exceed expectations. At a team level, we will work on identifying key areas of interest for operators and ensuring our products exceed both their and players’ expectations.

As the bingo vertical is a new area for Evoplay, my goal is to meet the current needs of our partners and players while anticipating future trends. By prioritising their satisfaction, I am confident we can uphold the esteemed reputation Evoplay has garnered over the years. Finally, by diversifying with more types of games and promotional tools, we bring Evoplay’s dynamic approach to captivate players across a range of verticals.

What is Evoplay’s strategy for your new bingo products and what differentiates it from competitors on the market?

As bingo is a new addition to Evoplay’s game portfolio, the initial strategy is to launch it as a classic offering with fresh twists. By adding proprietary interactive features, we can distinguish ourselves from competitors whilst appealing to a broad audience, both dedicated bingo enthusiasts and those attracted by Evoplay’s existing offerings.

The approach involves equipping operators with a diverse range of promotional tools to run effective campaigns and boost player engagement. From my perspective, the goal is not only to meet current needs but also to anticipate future trends and allow us to develop a leading position in the industry.

How do you assess the current bingo landscape in iGaming? How does it compare to land-based experiences and has it been effective in converting players to the digital realm?

The iGaming sector has seen significant growth in online bingo, driven by technological advancements and the convenience of digital platforms. Valued at $1.16 billion in 2023 with over 100 million players, online bingo appeals to a wide range of users, including younger, tech-savvy individuals. Innovations such as mobile apps and live streaming have made online bingo more interactive and engaging. At the same time, relaxed regulations have allowed online platforms to reach a global audience, outpacing traditional land-based bingo.

The COVID-19 pandemic also sped up the shift from land-based to online bingo because of temporary hall closures and health concerns. Online bingo offers the convenience of playing from home, flexible schedules, and engaging features, whereas land-based bingo struggles with rising costs and declining attendance. I believe that as internet access continues to grow and more users engage with digital platforms, online bingo will keep gaining popularity.

Despite its simple premise, bingo is attracting more players than ever before. What factors contribute to its sustained success?

One of the main attractions of bingo is its inherently social nature. Players enjoy interacting with others, whether in a physical bingo hall or through online chat features. This creates a sense of community and makes the game more engaging.

Bingo’s popularity is also due to the universal nature of the game. While variations may arise from country to country, the simple premise remains the same. Meanwhile, bingo also has a low cost of entry, which is a pull factor for newcomers to enjoy the game with low stakes and without much experience. By incorporating these elements into our bingo products, we create engaging content that captivates players and provides real value to our partners.

In a more traditional vertical, how do you strike the balance between innovation to attract new players without isolating its core target audience?

Bingo is a flexible platform where UI skins and bingo types can vary with a modular UX to cater to diverse audiences. This flexibility allows us to bridge different player groups by giving everyone the option to play their way. We offer fast-paced variants for those seeking quick action, as well as longer games with an interactive chat feature to capture the social element found in a classic bingo hall. Additionally, we include local themes for players who favour regional lotteries or bingo styles.

Knowing modern players have a short attention span, we offer a variety of mini-games, including slots and instant games to keep players engaged and entertained during the passive waiting periods between bingo rounds. The integration of these mini-games serves as a key player retention tool and increases customer loyalty for our partners.

Combining new features with classic elements, we keep bingo exciting and fun for all, ensuring that no one misses out on the action.