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Astra Games – 25 years and going strong

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Astra Games – 25 years and going strong
Novomatic UK Director, Chris Butler
Reading Time: 3 minutes

 

As Astra Games celebrates its silver anniversary, Novomatic UK Director, Chris Butler, reflects on the past, present and future of a brand whose products have helped change the face of UK gaming

 

Looking back over the last 25-years what models would you cite as being Astra’s stand out products? 
It’s not in my nature to be overly nostalgic and I believe that the best games should always be the next ones in the product pipeline and the ones that you want your customers to invest in.  However Astra has a fantastic pedigree and has been responsible for products that quite literally changed the industry.  Party Time was the first ever community game, Slotto was also really significant and had an impact that went beyond the game itself as it represented the introduction of a new category in the market with Class 2 going on to become B3.  There are also games such as Reel King and Bullion Bars and Astra’s iPub: but bringing the portfolio right up to date we have the Prismatic, which I am certain will go on to enter the Astra/Bell Fruit hall of fame.  Making its industry debut at EAG in January, Prismatic is a digital terminal that draws on content provided by the Novomatic UK Games design companies which represent the very best in the business.  Industry professionals attending EAG should prepare themselves to see a high impact product whose test performance figures are even more impressive than its looks. Of course it’s important to recognise the great success that’s been achieved over the last 25-years but I think the core strength of an organisation is how it channels that success by looking to the future, which is exactly what we are doing with Prismatic.

How would you describe the skill set within Astra: what are the brand’s core strengths?
The key strength is the commitment to R&D, which is a fundamental characteristic of every Novomatic company as is having innovation as part of the day to day business culture. With that combination you can attract the right people and as we know any organisation is nothing without its people. Astra has a great team, people like Design Director, Andy Dinning, Sales Director Ian Shreeve, Rob Williams and Claire Peet who all have a lot of industry experience.  The synergy with Bell-Fruit is also very important as is the strength and presence of of Novomatic UK. Astra games will be judged by the market’s key metrics which are cash box, consistency and ultimately, what the games deliver in terms of ROI. Manufacturers are only as good as their next product and that’s based on understanding the player and the changing dynamics of the market. The engine for success is R&D aligned to a culture of innovation.

What does the Novomatic ownership bring to the table?
First and foremost it brings stability, its strength helps us to establish product and the acquisition strategy has been very strong.  But not only is Novomatic one of the best known and most respected names in international gaming it is also an organisation that drives innovation and invests in innovation – which is key to delivering the business strategy.

What are the biggest dangers facing low stake gaming in the UK and can you outline Astra’s strategy for overcoming them?
There’s no doubt the FOBT stake change will provide numerous opportunities for all segments of the industry. However, FOBTs will reinvent themselves and the competition will intensify. Whatever segment of the business you are in you will need to re-evaluate your offer.  The key to this will be making the investment in new gaming products that have the ability to engage with players and provide the type of entertainment that can compete for their disposable income.

How important an employer is Astra in Bridgend: how would you describe the contribution it makes to the town?
Astra is a very significant employer not just in the town of Bridgend but in the region as a whole. Astra Games is just part of the contribution made by Novomatic UK.  We recently undertook an audit of the supply chain which confirmed that Novomatic UK purchased goods and services from a total of 316 suppliers based in 164 different towns and cities throughout the country, stretching from Blackpool to Bridgend, Glasgow to Great Yarmouth and East Kilbride to Eastbourne.  Drilling down, the audit also showed that Astra works with 15 suppliers whose businesses are located in Bridgend and that the town was second behind only London in the league table of locations with suppliers used by Novomatic UK. So you can see it’s a big contribution and a really important business.

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LiveScore Group Announces Internal Restructuring as Part of Sustainable Growth Strategy

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LiveScore Group has announced an internal restructuring process, expected to impact more than 100 existing roles across multiple business locations, including London.

The changes are seen as a difficult yet important step for LiveScore Group, streamlining the business to create improved structures and a pathway to long-term sustainable growth. All impacted employees have been informed and are now subject to a confidential consultation process.

Sam Sadi, CEO of LiveScore Group, said: “On behalf of all Directors of LiveScore Group, and the relevant subsidiary companies, we are saddened by the difficult decision to commence an internal restructure of the business, a process which impacts a significant number of our people.

“Whilst we celebrate our recent period of significant and exciting growth, we must now future-proof the organisation and ensure our internal structures allow us to achieve long-term and sustainable success.

“This is a hard time for all our people, as we say goodbye to colleagues who have played an important role in our journey across recent years.”

The announcement follows on from the recent news that LiveScore Malta Limited (part of LiveScore Group) is to withdraw its LiveScore Bet brand from the Netherlands following recent government tax increases in the market. The announcement includes those impacted by this. There will be no other customer impact in respect of any of the remaining LiveScore, LiveScore Bet or Virgin Bet sites globally.

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Pronet Gaming Appoints Alex Karaoulis as its New Commercial & Product Strategy Lead

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Pronet Gaming, an award-winning platform provider of full turnkey solutions, announced the appointment of Alexandros Karaoulis as its new Commercial & Product Strategy Lead.

With over 14 years of experience in the iGaming industry, Karaoulis brings a wealth of knowledge and expertise that will be instrumental in driving the company’s strategic initiatives forward.

Throughout his iGaming career, Karaoulis has held various senior roles with B2B sportsbook and casino providers, as well as with B2C operators. His extensive background in marketing and sales within the iGaming sector positions him as a true industry expert, ensuring that Pronet Gaming remains at the forefront of innovation in a rapidly evolving market.

“I am thrilled to join Pronet Gaming and excited to fulfill my role in developing and executing sales strategies to drive the company’s revenue growth in key markets,” Karaoulis said.

With a track record in commercial strategies and driving product excellence, Karaoulis’ appointment is invaluable as Pronet Gaming now seeks to expand its footprint to Asia. His vision and deep understanding of the iGaming landscape equip him to navigate the unique challenges and opportunities that the dynamic region presents.

“I want Pronet Gaming to lead the iGaming revolution by providing innovative, culturally tailored solutions that cater to the diverse and rapidly growing demands of the region. Through strategic partnerships, cutting-edge technology, and a deep understanding of local markets, we aim to empower operators to offer world-class gaming experiences that engage players and drive sustainable growth,” he added.

According to Karaoulis, Pronet Gaming is poised to make a splash in Asia by leveraging its advanced technology, flexible platform solutions and deep market expertise while adapting to the unique characteristics of the region.

“The key differentiation point of Pronet Gaming is that we have B2C experience, which greatly aids in understanding the needs of operators and helping them to improve and execute their strategy according to the market. I have worked in B2C roles for more than seven years in my iGaming Career and managed campaigns across various channels, optimised conversion funnels, and learned to use data to improve player acquisition and retention,” said Karaoulis.

Karaoulis acknowledges that the marketing skills he has acquired from B2C experience are valuable in every B2B environment. As he dives into his new role at Pronet Gaming, Karaoulis aims to guide his operator clients on how to better market their own sites, including providing them with advice on effective acquisition strategies, content marketing and campaign structures that appeal to iGaming audiences.

“I also focus heavily on engagement strategies, loyalty programs, bonuses, and personalised offers to keep players active and returning. In my new B2B role, I will advise clients on best practices for player engagement, helping them adopt effective loyalty programs, personalised marketing, and retention tactics that drive player lifetime value to improve the end-player experience for our clients’ sites,” Karaoulis added.

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Vbet Wins Best Online Casino Operator 2024 at SiGMA Europe 2024

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Vbet has been crowned the Best Online Casino Operator 2024 at the highly coveted SiGMA Europe event, cementing its position as a leader in the online gaming industry.

This achievement highlights Vbet’s commitment to providing an exceptional user experience by combining cutting-edge technology with a vast range of options and a secure process. The dedication to creating a responsible, enjoyable environment for players was recognised with this award, making this accolade even more significant. As Vbet continue to expand into new markets, the list of strategic partnerships grows alongside our constant drive to expand its offering. This award serves as a stepping stone on its path to reach more players and set new standards in the industry.

Arman Khachatryan, VBET’s Managing Director, said: “We are incredibly proud to receive the Best Online Casino Operator award at SiGMA Europe 2024. This recognition is a testament to the hard work, passion, and effort of our entire team. Our mission has always been to deliver the highest quality experience in the safest environment possible to our users. This award not only recognizes our dedication to this mission but also motivates us to continue expanding into new markets and territories.”

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