Industry News
Playing the odds: How the thrill of EMIRAT AG’s marketing games are spreading the risk in global gaming
With North America, Africa and Latin America all primed to open new doors for sports betting, lotteries and the multitude of possibilities which come with them, the importance of providing new, exciting and intuitive ways to engage customers and minimise risk are at the forefront of international operators minds. Not content with providing world-leading risk management cover for some of the largest lottery jackpots across the globe, EMIRAT AG is primed to answer the industry’s call with a wide range of bespoke, marketing promotions which are providing a win/win situation for operators and proving once and for all, the risk can be calculated.
The Munich-based company, which has been an established risk management specialist within the gaming industry for 15 years, has underlined its commitment to meeting whatever demands its clients desire with a continued drive in prediction, prize and redemption coverage marketing campaigns which the company’s COO, Andrea Bargholz, believes are what “differentiates EMIRAT AG from other major insurers to the gaming industry.”
Bargholz explained: “We’ve been active in the gaming industry for over a decade now and alongside our insurance services, we have been steadily building additional solutions to enhance financial security, long-term customer investment and, most importantly, bring fun, fresh and innovative promotions to the industry. The campaigns we develop are quite literally restricted only by the imaginations of our operators and the individual desires of their customers. EMIRAT AG’s suite of ideas range from prediction betting games on College Basketball or weather results, to redemption coverage promotions, right through to prize coverage games across golf, football, hockey and almost every activity which has ever been found on a provider’s sportsbook.”
“The benefit of investing in a coverage campaign is twofold, perception and memory,” she added. “We’ve found over the years that any kind of raffle or promotion will improve the perception of your company’s advert messages and increase visibility of your prize and with exceptional prizes you stick in a customer’s memory for longer. For example some of our previous prize coverage contests offer prizes, like the Hole-in-One Gold challenge where winners could win 1kg of gold, which subsequently become a versatile advertisement for increasing brand awareness and market reach as well as for boosting sales. This type of engagement increase for a brand can also be seen in our previous redemption and prediction coverage campaigns which have produced huge successes for lottery and sportsbook operators via popular drives like couponing, money-back guarantees, discounts or point collecting.”
In addition to the bespoke, prize coverage games, EMIRAT AG has also devised and created its own unique technology, the E-VAULT Glass Safe, which has proven a hit with companies at international gaming events increasing a particular game or brand’s visibility and engagement. The safe sees participants try to guess the correct combination to win a Porsche Panamera, BMW or similar prestigious prize.
Bargholz explained: “It’s all about giving the customer what they want and ensuring our promotions tie in with our wider company ethos of meeting any demand which comes from the market. With the Porsche we offered a wide range of options for the winner to ensure the prize was right for them, meaning they can choose the colour, the accessories, or if they wanted to have the cash equivalent of the car instead of the Porsche itself. We follow the industry in terms of what it wants and needs, whether its hole-in-one challenges at a golf tournament, simple packaging promotions or extensive campaigns across POS, TV and social media, EMIRAT AG has got the ideas and the insurance to make any provider stand out from their competitors.”
To find out more about designing individual marketing campaigns which can attract wide attention for your lottery, sportsbook or gaming brand, including risk coverage and insurance options, contact [email protected].
Industry News
SKS365 keeps investing in people: GROW People Management Program took the next level
11 experienced people managers from the SKS365 group’s 4 locations gathered last week in Belgrade for the new GROW People Management Program. From 15 th to 19 th of April, through trainings, discussions, and social connections, people had the opportunity to further grow individually and as a team, while enjoying Belgrade’s city center and rivers.
Created in 2023 with the purpose of building foundation people management skills across the organization, GROW initiative evolved this year by including a new, advanced program for experienced people managers to further consolidate their skills and prepare for future opportunities.
Building and fostering connections, sharing experiences, and enjoying team building experiences – all these activities have been part of the GROWpmp agenda for the 11 people managers coming from Commercial, Product and Development, Finance, and Sportsbook departments of the group’s 4 locations – Malta, Italy, Austria, Serbia.
GROWpmp included a variety of topics that people managers in SKS365 recognized as the key areas for management development. Topics such as influence through communication, team effectiveness, DEI, through to presentation skills and business topics like understanding finance and management reporting, were delivered with the support of external professionals and internal experts, while designed and organized by the SKS365 People & Culture team.
Industry News
Kindred’s Share of Revenue from High-risk Players Shows Slight Increase
Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.
“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.
“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.
Industry News
PENN Entertainment Names Aaron LaBerge as Chief Technology Officer
PENN Entertainment announced that Aaron LaBerge has been named Chief Technology Officer (CTO) effective July 1, 2024, subject to customary regulatory approvals. Mr. LaBerge will report directly to PENN CEO & President Jay Snowden.
In his new role, Mr. LaBerge will be responsible for driving the technology strategy and execution for PENN, while leading the multinational team of technologists and serving as the key business leader for the company’s Interactive division.
Mr. LaBerge spent more than 20 years at The Walt Disney Company, in two stints separated by five and a half years as a technology entrepreneur. He was most recently President & Chief Technology Officer for Disney Entertainment and ESPN where he was responsible for driving all technology and product development in support of The Walt Disney Company’s two media divisions. In that role, he helped set the vision and strategic leadership for how Disney uses technology to enable storytelling and innovation, drive its business, and create unparalleled consumer experiences with entertainment and sports content.
“We are thrilled to have someone of Aaron’s caliber join our PENN executive team. Having overseen a global organization of thousands of engineers, product developers, designers, technologists, and data scientists that created some of the largest scale and most successful media properties in the world, there is no better candidate to lead our Technology and Interactive division into its future. I know Aaron is looking forward to working with Todd George, our head of operations, and our entire Executive Team to continue growing our position as a leader in online gaming, sports betting, and digital sports media,” Mr. Snowden said.
“I’m excited to join another talented team at PENN Interactive and lead our technology strategy. PENN Entertainment is at the forefront of the fast-changing gaming and sports media industry. I plan to use my experience from Disney and ESPN to help make ESPN BET an essential piece of the sports fan experience. Together, we’ll push the limits and redefine how fans interact with sports and gaming,” Mr. LaBerge said.
Prior to his most recent role at the Walt Disney Company, Mr. LaBerge was Executive Vice President and Chief Technology Officer at ESPN from 2015 to 2018. At ESPN he played an instrumental role in the growth of ESPN’s consumer-facing digital media products and services – leading many of ESPN’s most ambitious and challenging projects and helping establish ESPN’s position as the leader in digital sports and innovative sports technology development. He was a key architect in the design, development, and engineering of ESPN’s state-of-the-art facilities in Bristol, CT; Los Angeles, CA; Charlotte, NC; and Austin, TX, as well as data centers and infrastructure that connect those facilities around the world, as well as the technology design and development to support the launch of the multi-platform SEC Network.
Between 2007 and 2012, LaBerge was co-founder and CEO of Fanzter, Inc. – a venture-funded consumer software and digital product development company. At Fanzter, he directed all day-to-day operations and led the development and launch of a variety of consumer-focused internet and mobile products, ground-breaking social and commerce technologies and more.
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