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Digital marketing budgets rise as events sector remains on hold

George Miller

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Digital marketing budgets rise as events sector remains on hold
Reading Time: 2 minutes

 

B2B agencies see increase in client spend on online sponsorships 

iGaming brands are responding to Coronavirus setbacks by diverting budgets from events to digital marketing, as seen by a number of agencies in the sector, suggests Jools Moore, director of Arrow&Square comms and content consultancy.

As the B2B iGaming industry reacts quickly to the seismic shift in marketing focus for 2020, many have re-routed budgets from cancelled events activities to boost B2B comms, digital, and paid media campaigns.

Moore commented, “We’ve seen an influx of enquiries from clients and new connections keen to re-position marketing activities to online platforms across trade media outlets, social media messaging, and paid media sponsorships.   Friends in the industry and other agency owners in the iGaming community are reporting similar focus reviews for brands.”

While there are a number of digital events swiftly springing up from around the global events sector, marketers are not relying on these opportunities to temporarily replace the value of face-to-face networking opportunities, resulting in a new perspective being taken with regard to online messaging and B2B comms.

“Visibility is something that brands have somewhat taken for granted with the global events calendar before now”, added Moore. “With the lack of real world events to gather industry professionals together and facilitate new business discussions and opportunities, brands are showing resilience in quickly adapting their brand awareness and messaging campaigns.”

It’s hoped that industry events may re-start towards the end of 2020, but with uncertainty remaining about the possibility of recurring waves of infection causing further travel restrictions even into 2021, the sector is prudently taking nothing for granted and opening new avenues for continued business communications.

Arrow&Square, a B2B comms and content consultancy with a footprint in Malta and London, is offering free advice for iGaming companies whose marketing communications activity for 2020-2021 has been disrupted by the Coronavirus outbreak.

Industry News

Quik Gaming Partners with EnergyCasino

Niji Narayan

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Quik Gaming Partners with EnergyCasino
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Quik Gaming has entered into a partnership with EnergyCasino.

 As per the deal, EnergyCasino players will soon have access to Quik’s diverse portfolio of Unique Live Games, including the sophisticated SuperBlocs, the twist-on-a-classic Lotto Roulette, as well as the thrilling Wheel of Fire, a dynamic, multi-featured wheel of fortune style game, that is available in both Live and Single Player versions, and last but not least – Race for Cash, a fast-paced, innovative racing lotto-style game.

“We look forward to working with Quik Gaming. Quik’s games offers a gaming experience which we are convinced that will appeal to all type of players because of the different layers of playability and overall game experience,” Marcin Sobieraj, Casino Operational Manager at EnergyCasino, said.

“We are excited to partner up with EnergyCasino, which offers a variety of choices, whether it’s casino or live casino and with Quik’s live and single players games their portfolio is set to expand even further and we can’t wait to see our games going live with EnergyCasino with Q2 of 2021,” Timothy Bartolo Parnis, Chief Operations Officer at Quik Gaming, said.

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Industry News

WorldMatch Partners with Cristaltec

Niji Narayan

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WorldMatch Partners with Cristaltec
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WorldMatch and Cristaltec have signed a partnership deal that will give WorldMatch exclusive porting on selected Cristaltec’s AWP slots.

Proceeding with the omni-channel strategy applied to SlotBar brand, the product born from the partnership between WorldMatch and the main producers of AWP and VLT like Octavian, Nazionale Elettronica and Baldazzi, WorldMatch will port Cristaltec’s AWP games into online slots and will exclusively distribute them worldwide, strengthening both companies’ presence around the globe.

“We’re very proud of this achievement, we have always believed in the potential to combine the quality and recognizability of retail games with the online distribution channel and the results of SlotBar products are proving us right. We’re completely satisfied of our outcome as aggregators of land-based products, and seeing land-based competitors like Octavian and Cristaltec both relying on us for the conversion and online marketing of their most successful products really made us realize our potential,” Andrea Boratto, CEO of WorldMatch, said.

“We are pleased to work with WorldMatch too, this is a big step for our company’s new path to the online market. WorldMatch’s proven technology and respected experience will give us great opportunities for growing our business on the online portion of the market, internationally. We have promising plans for this partnership and there’s no doubt that the players will love this new collaboration too,” Pierangelo Berdin, CEO of Cristaltec, said.

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Industry News

Snaitech Acquires Happybet

Niji Narayan

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Snaitech Acquires Happybet
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Snaitech, the Italian business arm of gambling technology supplier Playtech, has acquired Happybet, an operator with revenues of about €19m and with over 100 employees and 200 points of sale in Austria and Germany.

Snaitech CEO Fabio Schiavolin said: “The integration of Happybet, one of the first companies to receive a national sports betting licence in Germany, and which will continue to operate under its own brand, has accumulated enormous skills and achieved a solid market position.

“Now we want to capitalise on this experience. The integration of our expertise and our know-how with those of Happybet will put us in the ideal condition to seize new growth opportunities.”

Snaitech had revenues of over €520m in 2020 and a network of 2100 betting points. In a press release the company said that the German and Austrian markets recorded overall betting values of over €10bn in 2019, a figure that it believes will grow.

“In both countries the market is currently quite fragmented, with a few large players and many small operators,” Schiavolin added.

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