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Parimatch: Consumers want stories, not spreadsheets

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Parimatch: Consumers want stories, not spreadsheets
Sergey Berezhnoy, Parimatch¹s Chief Product Officer.
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Parimatch’s Chief Product Officer Sergey Berezhnoy spoke at ICE London 2020 about how the operator plans to evolve the traditional sports betting experience with a focus not just on technology, but on storytelling. With a history in the video gaming industry, Sergey can see many narrative-building concepts that would translate nicely to the betting sector, although he believes the main overlap – esports – still has a few mountains to climb.

Following a strong 12 months in its home markets, Parimatch attended ICE London 2020 with a clear vision in mind for the future of its sports betting offer.

The international operator has grown its market share with bold marketing campaigns and a strong product backed by great tech, but the main focus for Parimatch’s Chief Product Officer Sergey Berezhnoy over the next year is to research, develop and evolve sports betting’s current customer journey. Many of the innovations at ICE provide the backbone of that journey, providing several payment methods, hundreds of ways to bet, and thousands of events and markets to bet on, with other exciting developments such as VR and AI further bolstering to the industry’s toolbox in recent years. For players, the customer journey is smoother than ever before, but for Sergey, that’s not enough. His background is in the video gaming industry, and he believes that to tap into the widest possible market, the sports betting sector has to develop a story around the act of betting that is as engaging and rewarding as current popular mobile games.

“I use one word, and it’s narrative,” said Sergey. “I joined this sector from the video gaming industry, and there the focus is not on waiting for the end result, but providing as much entertainment as possible on the way to it.

Unfortunately, sports betting is currently the opposite; you come, you bet, you leave. There is no story, no great focus on the clubs involved, and often there are very few relevant events to bet on. Players who are engaged with the betting culture might bet on anything, but new and casual players need a story to bring them in. Look at Snapchat, Instagram and Tik Tok, they only show short stories, but it’s enough to get consumers engaged.”

In fact, the immediacy of sports betting is something else Sergey wants to move forward. While the rise of in-play betting has helped, many results can take between a few hours or a few days to come through depending when bets are placed, so Berezhnoy intends to make sports betting on Parimatch something players can jump into and be rewarded whenever they choose.

“In betting, the distance between betting and reward can be very high, whereas in video games the award is more achievable. We are trying to shorten that distance, but not as short as casino games,” he said. “In our research, we have taken a lot from casual gaming. If you are riding the subway or tube, everybody plays casual games or goes on social media. The big question is, why don’t they bet? It’s about a customer journey, but many sports betting sites still look like excel spreadsheets. Instagram has changed the way we consume photos, it’s our ambition to change the way people bet on sports.”

Berezhnoy added that this will involve asking players human-centric questions on pre-selected content, providing a personal touch to short, targeted stories for players to bet through. Like in video games, they won’t be faced with a thousand choices, but with a few highly engaging ones based around content they already enjoy, whether that be through live, fantasy or virtual sports – or even esports. This is another aspect of gaming that Berezhnoy has a lot of experience in, however he still believes there’s a few challenges ahead before the rapidly rising pastime becomes a key vertical for the sports betting sectors.

“Games publishers are in control of esports and they are not interested in the regulations that are needed to elevate the level of trust required for bookmakers,” he explained. “Publishers want more players, and tighter regulations can put up barriers to that. With a few exceptions, they also don’t give access to their data feed, which makes it very difficult to trade. Sports betting operators are interested in the most popular games with the biggest events, but those publishers don’t need to include sports betting into their model to be successful, and these are major roadblocks for its expansion in the industry.”

Sergey hopes that this will change over the next decade, but in the meantime, he is looking forward to weaving the storytelling ability of video games into all of Parimatch’s sports betting offers.

“At the end of the day, most of us prefer to be told stories than to scour over spreadsheets, and that’s what I want to offer to our players,” he concluded.

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New Market Alert! Hacksaw Gaming Touch Down in Portugal with Solverde.pt

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Another incredible new market launch for Hacksaw Gaming, this time we’re taking a trip to Portugal with Solverde.pt. Exclusively showcasing our content until the 30th of April, this new partnership looks to be one with an exciting journey ahead.

Fan favourites Wanted Dead or a Wild, 2 Wild 2 Die, R.I.P City, Le Bandit and many more are now featured on the Hacksaw exclusive section of the Solverde.pt platform. At long last, Portuguese players can now immerse themselves in the Hacksaw experience, exploring a large catalogue of our games that demonstrate our creative mechanics and stunning visuals.

“Hacksaw has been a top request from Portuguese casino players and we always aim to know the market preferences and deliver what the customers want” says Américo Loureiro, Solverde.pt Director “We’re very proud to bring this groundbreaking studio to Portugal for the first time and have no doubt it will be a success”

Part of Solverde Group, which boasts more than 50 years of history, Solverde.pt was launched in 2017.

They strive to offer the widest casino portfolio in Portugal, prioritising all the fun of casino games with the top quality and safety that SolverdePT users have come to know them for.

Marcus Cordes, Hacksaw Gaming CEO is certain that Hacksaw enthusiasts in Portugal will be ecstatic with this new launch – “Being able to bring yet another growing market our games is what drives us forward! Saúde to a promising future partnership and to the teams who made this happen.”

With this latest launch marking our third new market entry in the past month alone, Hacksaw Gaming’s quest to introduce our collection to players worldwide is rapidly becoming reality. Are we setting the tone for even more groundbreaking ventures in the months ahead? Stay tuned, as we’re on a mission to grow our Hacksaw Community far and wide.

 

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Casino Guru’s Complaint Resolution Center Leads Industry in 2023

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Casino Guru’s Complaint Resolution Center leads industry in 2023, saving players over $11 million

Casino Guru’s Complaint Resolution Center continues to set the standard for excellence in the online gambling industry, achieving remarkable milestones in 2023 and reaffirming its commitment to player advocacy and fair gaming practices.

In the past year alone, the Complaint Resolution Center received over 14,000 complaints from players worldwide, a testament to its reputation as a trusted platform for addressing player concerns. Of these, over 12,000 were accepted, underscoring the Complaint Resolution Center’s dedication to providing a voice for players and addressing their grievances. Throughout the year, Casino Guru’s team successfully resolved 3,428 complaints, resulting in an astounding USD$11,279,425 in saved funds for players. This achievement reflects the Complaint Resolution Center’s unwavering commitment to securing favorable outcomes for players and ensuring a fair and transparent gaming environment.

Notably, Casino Guru’s Complaint Resolution Center stands out from its competitors such as AskGamblers by accepting almost all complaints received; a significant difference that underscores Casino Guru’s dedication to prioritizing player concerns and advocating on their behalf. By comparison, AskGamblers reported saving USD$9,031,914 for players with 3,565 accepted complaints while Casino Guru’s comprehensive approach led to saving USD$11,279,425 with 12,161 complaints accepted for resolution.

Aside from monetary savings, the Complaint Resolution Center also boasts other significant achievements. With an average resolution time of 17 days and the fastest resolution completed in just 48 minutes, Casino Guru demonstrates efficiency and responsiveness in addressing player concerns. Additionally, the Complaint Resolution Center resolved the longest open complaint, active for 287 days, showcasing its commitment to seeing cases through to a satisfactory resolution. Moreover, the Complaint Resolution Center successfully resolved the complaint with the highest value, amounting to USD$1.99 million, further highlighting its dedication to addressing all levels of player grievances.

Petronela Kontos, Complaints Team Lead at Casino Guru, commented on the Center’s achievements: “We are proud to lead the industry in providing a platform where players can voice their concerns and seek resolution. Our commitment to fairness and transparency drives us to continually improve and deliver exceptional results for players worldwide.”

In addition to its outstanding performance in 2023, Casino Guru’s Complaint Resolution Center has achieved significant milestones over its lifetime. With over 37,000 complaints received and more than $25 million recovered for players, the Complaint Resolution Center has become a trusted resource for players seeking resolution to their issues.

As the Complaint Resolution Center continues its mission of empowering players and advocating for fairness within the online gambling industry, it remains dedicated to providing exceptional service and ensuring that players’ voices are heard and their concerns addressed with integrity and transparency.

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Evoplay strikes distribution agreement with Light & Wonder

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Evoplay strikes distribution agreement with Light & Wonder
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Evoplay, the award-winning game development studio, has leveraged its position across Europe by taking its portfolio live with Light & Wonder’s leading aggregation platform.

Through this latest launch, over 100 of the provider’s dynamic titles will be made available on Light & Wonder’s global operator network including its Penalty Shoot-out instant game as well as top-performing slots The Greatest Catch Bonus Buy and Hot Triple Sevens.

The integration will see Evoplay boost its presence across a plethora of territories in Europe, including MGA-regulated markets, Italy, Portugal, the Balkans and the Baltics, where Light & Wonder’s platform is a top choice for tier-one operators.

Evoplay’s latest agreement underscores its commitment to becoming a leading supplier across Europe and follows significant commercial expansion in several key markets.

Ihor Zarechnyi, CBDO at Evoplay, said: “Evoplay’s latest landmark deal serves as a testament to the power of our dynamic portfolio. As we continue to excel across markets worldwide, we are delighted that Light & Wonder recognised the quality of our games and took them live on its platform.

“Light & Wonder has a vast market reach, which allows us to greatly expand our footing in Europe. Additionally, once we obtain the Canadian licence, we look forward to introducing our innovative content to an even wider audience of players.”

James Bustin, Commercial Director at Light & Wonder, added: “Thanks to its commitment to differentiation, Evoplay’s offering has proven to captivate players across Europe and we anticipate its games will perform just as well with our operator network.

“Forging new content agreements with suppliers such as Evoplay allows us to continue delivering fresh and exciting experiences to the market whilst elevating studios to an even bigger reach.”

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