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BOSS. Gaming’s new boss talks big ‘firsts’ for the brand

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BOSS. Gaming Solutions bets on Sportsbook as part of major brand expansion in 2020
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With more than a decade in the iGaming industry under his belt, Jeff Letlat is keen to meet new challenges head on in his new role as CEO of BOSS. Gaming Solutions. With experience managing 500 employees across more than 20 countries of the world, from Europe to Africa, Letlat discusses setting big goals for the company, the importance of brand visibility and his strong impetus for all things responsible…

As the new CEO, what attracted you to the company and in particular to their goals going forward?
It’s a pleasure for me to hold this appointment. BOSS. Gaming Solutions has great potential. From its team of experts and innovative approaches to its huge desire to become number one in the industry, this is a great challenge for me and it’s so attractive to complete it.

With new regulatory changes and advances in technology it’s an exciting time for the industry, what are your plans for BOSS. over the coming months?
This industry has always wanted to evolve and be at the forefront of the latest technology. Being a supplier and at the same time an operator this means we are open to a wider competition and our goal is always to provide our customers & partners the best experience. In relation to this, now all our customers can benefit from our in-house omni-channel platform which includes sportsbook and Casino serving both online and land-based operations.

The importance of a Customer First strategy for the company is a key emphasis for you, can you explain a bit more about how you hope to deliver this across the brand?
I am thrilled to see customer centricity coming first in BOSS. Gaming Solutions. Customer centricity is not just about offering great customer service, it means offering a great experience from the awareness stage, through the purchasing process and finally through the post-purchase process. It’s a strategy that’s based on putting our customer first, and at the core of our business.

You have expressed strong concerns about Responsible Gaming and BOSS. Gaming’s customers, in terms of regulations do you feel enough can ever be enough and can it ever keep pace with an industry that’s powered by pioneering technology?
Yes, at BOSS. Gaming we take responsible gambling as a very serious subject and a cornerstone for our brand values.  We are trying to innovate and be up to date with the modern solutions, so our customers can always enjoy the best that the technology has to offer. Regulations and pioneering technology are connected together and can’t develop without each other. Sometimes regulations dictate which way technology should go and vice versa. In the modern gambling industry regulators and industry professionals have to work very closely to define what is enough and what damages customers and businesses.

How are you hoping to strike a balance between responsible gambling and driving revenue?
The best way to demonstrate a balance between revenue and raising standards of responsible gambling is a genuine and public commitment that doesn’t contravene your business’ social responsibilities. We want to ensure that any time spent with us stays enjoyable.  As I mentioned we use gamification and special bonus system, create recognizable characters, which motivate our players to stay tuned. Activity and engagement mean revenue for us. However, a key area of social responsibility is customer interaction. It’s about identifying a player who is at risk of harm and interacting with them to reduce that risk. Of course we are giving a special attention to several major problems: underage gambling prevention, self-exclusion option etc. BOSS. Gaming Solutions has a professional risk management and 24/7 customer support team to control the process so it’s definitely at the forefront of our strategy.

With reference to social responsibility, in what areas do you think the industry is succeeding and where is it failing?
The industry is still not perfect. We still see underage gambling and gambling addiction which goes out of control. Some businesses are not fair with clients and disrespect their rights. From the other side gambling becomes more innovative: new products and technologies allow to solve problems, monitor industry and make changes. This is what we do now: implementing new mechanics to make gambling a responsible, friendly form of entertainment and break stereotypes about its social danger.

What are your key business goals for BOSS. Gaming in your first year as CEO?
One of the most necessary things is to set big goals that inspire and motivate your team. Established communication is one of the most important features of a good leader, so I try to help my team make good decisions on achieving their goals. We discuss everything together and I implement my own goals as CEO to the general business strategy. For now our main task is to make BOSS. Gaming Solutions a recognisable and admired brand in the gambling industry. We test new features, involve new experts in the team and establish new connections by visiting conferences and making partnerships online and offline. New, innovative, breaking stereotypes, impressive – my aim is to make BOSS. Gaming Solutions to connote with these words.

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Industry News

SKS365 keeps investing in people: GROW People Management Program took the next level

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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.

 

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Industry News

Kindred’s Share of Revenue from High-risk Players Shows Slight Increase

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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.

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Industry News

PENN Entertainment Names Aaron LaBerge as Chief Technology Officer

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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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