Hammon spoke alongside Alex Cohen, COO and co-founder of Kalamba Games, David Flynn, CEO at Swintt, Ewa Kazmierska, COO at LVBet, James Ford, head of casino at LeoVegas and Kim Larsen, igaming consultant at Agrippa Consulting to discuss the topic of innovation, and the debate as to whether we even need innovation. 

Speaking about the panel session, Hammon pointed out that the most enjoyable element was the topic of discussion itself: “It’s a very hot topic in the industry, and I think we’re suffering from a lot of the problems that were raised in that room. 

“I think that there was a good mix of operator and supplier viewpoints which is really healthy for a common discussion and so I like the dynamic of the operator and supplier input.”

When quizzed about how the CasinoBeats Malta event has helped address the topic of innovation, Hammon commented: “I think that events such as this are very important, and I think that what they do is they encourage discussionary topics which you might already be having behind closed doors, or with colleagues, and so you get a wider perspective. 

“It’s a calibration largely of what the market is feeling, and acts as a temperature check, which I think is super healthy. Events like this offer good networking opportunities, and you get to discuss those with competitors, with operators, fellow suppliers, colleagues and I think that’s a healthy mix. 

“They draw the kind of discussion as to where the market is heading, and so I think that’s a key thing for these events.” 

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“Over the COVID pandemic if we look at what has happened in regulated markets in Europe we have seen regulators take steps to curb online gaming. This is the case even in jurisdictions that have set the bar high in terms of player protection and once again our industry is in the spotlight for negative reasons,” it was asserted. 

Taking part in a ‘Reputation Management for the igaming Sector’ panel, Scott Longley, CEO of Clear Concise Media, moved the conversation along to assess the questions that the title poses: “The debate in the UK has worsened over the years. We have had a debate within the public about the proliferation of gambling and online gambling and the extent to which that may or may not have induced a certain amount of gambling harms. 

“The issue now is that the gambling industry, and the online industry, finds itself to be friendless when it comes to politicians and legislature. There has been a tide of anti-gambling rhetoric and measures that has been introduced which has made it a very negative environment for operators.

“It has to be said that at the moment the industry is losing the battle. It looks like we will have further harsher measures introduced likely sooner rather than later. What that suggests is that the pendulum swing will be replicated around Europe in a negative way for gambling.”

These thoughts were echoed by Russel Mifsud, director and gaming Lead, KPMG Malta who added: “Bad news tends to move faster and it only takes one operator to fall foul of regulators to dampen the industry as a whole. 

“We are essentially dealing with an industry that is considered taboo and that is something difficult to change. As we’ve seen in jurisdictions, coupled with COVID, restrictions were always going to get tighter.

“The industry has always approached things in an isolated way, but it’s time where operators come together. You can never change the entire industry, but if you’re able to combine the forward looking visions then that will start to crowd out some of the cowboys.”

Joining Longley and Mifsud on the Gaming Malta-sponsored panel, which forms part of the Working in Malta track at the event, was James Scicluna, partner at WH Partners and Gaming Consultant. 

Discussing the impact of the UK on the rest of Europe, Scicluna commented: “What we see in Europe to a large extent is differing approaches. It is true that the UK plays an important role in the sense that others look to the UK in terms of policy making and legislating. 

“What has happened in the UK is that this has become a public health issue. To what extent will that be followed across Europe? Well you have Sweden which has gone that way and it’s not unreasonable to think that certain other jurisdictions might follow it through, maybe not to the same extent, but gambling as a health issue has come to the forefront of the regulator mindset.”

Industry veteran George Debrincat looked to the past in search of an answer for the industry’s future. He called back to his personal experiences, concluding: “Gaming already had a bad reputation as an industry and it goes back to the land-based and to casino times. I remember when I first joined, the reaction of my friends was ‘oh god, you are going into gaming’, so it was already taboo at that time. 

“We’ve managed to survive through all the ups and downs and we’ve created a reputation for ourselves and I think it’s a positive one. I think basically we have to look over the years. The industry has been fragmented and everyone has gone on their own. I think we need to discipline ourselves as an industry, gather around a table and try to hammer out something for the industry to present it better in negotiations with the regulatory bodies.”

CasinoBeats Malta Digital, delivered in association with Gaming Malta, takes place from 30 June to 2 July 2020 and features 40 virtual exhibitors, numerous networking opportunities, 130 leading speakers, and countless business opportunities for 3,000 senior decision-makers from operators, suppliers, affiliates and other industry stakeholders.

Alongside the exhibition, networking and conference, all delegates also gain access to the full range of entertainment on offer, including free-play slots, daily competitions and a selection of prizes such as iPads and cash.

Find full details of CasinoBeats Malta Digital, including information about how to register and the discounts available on company group passes, at the event’s official website: https://sbcevents.com/casinobeats-malta-digital/

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Ian Sims, founder of affiliate compliance specialist Rightlander, said: “Spreading the risk across markets is important for affiliates.  

“A couple of operators recently pulled out of the UK because of compliance issues, which means that every affiliate in that market for those operators loses commission, loses income. So spreading the risk across markets and operators is to be advised.” 

The panel, titled Affiliates – Compliance Minefield, was sponsored by Safe Affiliate Programs and moderated by Jessica Moreno, Principal at JMore Legal in Malta. Given the need for diversification, Moreno asked the panel how new affiliates coming into a market could compete with established, larger affiliates.

“Smaller affiliates should look for niches and settle into them with well targeted content”
– Yaroslav Stanev, Oddspedia

Yaroslav Stanev, Chief Marketing Officer at betting affiliate Oddspedia, agreed that affiliates “should not put all their eggs in one basket.” 

“Smaller affiliates should look for niches and settle into them with well targeted content,” said Stanev, a notion echoed by Peter Ješko, Data Analysis & Affiliate Relations Lead, at gaming affiliate CasinoGuru.

Ješko said: “It is about focusing on doing things better than the opposition and focusing on small markets may well be the way to achieve that. I agree that one risk of this is that legislation and regulation changes are very hard to predict.”

On the question of affiliates appearing authoritative and building a reputation, Sims continued: “It’s quite simple, players want to hear from people who know what they’re talking about. 

“Compliance doesn’t have to be negative,” said Sims. “The good thing is that compliance can build trust. If you have players that trust affiliates and trust operators, then you will have a perhaps smaller but better base of players to work with. 

Ješko concurred: “We want good relationships with operators of course but we want to offer our players the best information.” 

“It’s about striking a balance,” continued Sims. “I’d be looking at removing anything from my website that could be deemed a risk. Especially old content or content that suggests that gambling can improve a player’s lifestyle, for example. 

“I think the competitive advantage comes from being able to get through this compliance minefield and show you can work in this environment – that you can be trusted by operators and players.”

The three-day CasinoBeats Malta Digital, delivered in association with Gaming Malta, concludes today. The event features 40 virtual exhibitors, numerous networking opportunities, 140 leading speakers, and countless business opportunities for 3,000 senior decision-makers from operators, suppliers, affiliates and other industry stakeholders.

Alongside the exhibition, networking and conference – the content from which will be available on demand to delegates after the event – visitors also gain access to the full range of entertainment on offer, including free-play slots, daily competitions and a selection of prizes such as iPads and cash.

Find full details of CasinoBeats Malta Digital, including information about how to register and the discounts available on company group passes, at the event’s official website: https://sbcevents.com/casinobeats-malta-digital/

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Visitors came from across the betting and gaming community for a relaxed evening of drinks and networking. Guests joined CasinoBeats from a wide range of operators, suppliers and other stakeholders, including Altenar, Authentic Gaming, BetConstruct, CasinoGrounds, LeoVegas, Letsbet, Multilotto, Neteller, Play’n Go, Relax Gaming, Royal Panda and Wishmaker.

David Flynn, CEO of innovative games provider Swintt, commented: “It was great to see SBC and CasinoBeats mark their arrival in Malta with an informal networking session last week. The SBC Malta Networking Drinks was a very well-attended event by both operators, media and suppliers alike.

“The environment was perfect to be able to socially discuss the important topics in the today’s market over a glass or two. Having worked within the B2C side of gaming for the past year and a half, it was the ideal way to initiate Swintt’s B2B entry into the market, making new connections and refreshing previous business relationships.“

Lorena Torregrosa, SBC’s Malta-based business development director, added: “The Malta gaming market is a top priority for SBC and CasinoBeats and it is important that we support the fantastic business community here in any way we can. We want to thank all those that attended.

“We’ll be running regular networking evenings like this one and we look forward to once again catching up with friends, old and new.”

On Wednesday, June 19, CasinoBeats will be hosting an early evening briefing at The Palace in Sliema, Malta, as a distinguished panel discusses how the sector can overcome the blockchain impasse facing the online gambling industry.

Find out more and submit your interest to attend this free event here.

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Niche games can unlock new avenues of engagement

Fuelled by a desire for fast money and the significant marketing shift towards influencers, niche games can raise the ceiling in terms of player engagement when it comes to the igaming sector. 

During a panel at the event, Michael Cini, Owner of ELA Games, underlined that from their infancy he held alternative game formats in high regard as he revealed that the original office for ELA Games was an old abandoned arcade. 

Cini explained: “One game was one of those claw machines, and one of us had the brilliant idea of, ‘why don’t we turn that into an online game?’ – which is when we came up with Cash Crab. From the very start, we found niche games to be an important part of us for creativity reasons.” 

Daniel Giuffra, Brand Manager from CasinoGrounds also detailed that the growth of niche games can be elevated by the shortening of attention spans from casino players. 

It can also be a route to engagement in the Brazilian market which is garnering inevitable attention from igaming operators across the globe. 

Mariana Tostes, Head of Operations at FBMDS, estimated that the group’s Brazilian online casino offering is made up of around 40 per cent niche games, naming online bingo and crash as examples, with the rest made up by slots. 

Trust remains integral in igaming payments 

As crypto adoption continues to grow and digital finance options are increasing efficiency in the user experience for igaming players, it is clear that trust is still a vital factor. 

While the shift for alternative payment methods in the mainstream was explored, moving humans away from ingrained habits will be a challenge especially when it comes to finances. 

According to Sean Spiteri, Head of Payment Solutions at PressEnter, humans “tend to stick to what they know”. Nonetheless, he highlighted that at the heart of any potential changes will be “simplicity and speed”.

Veiko Krünberg, CEO at XGateway, emphasised that we’re still in the early days of crypto, going on to laud the impact he believes that blockchain technology will have on igaming.

Krünberg urged operators to take note of oncoming developments and payment journeys that are steadily growing into the mainstream and being adopted by a larger number of players.

“Teething problems within the sector are improving at dramatic speed” according to Krünberg, who was keen to state his belief that the benefits of Decentralised Finance (DeFi) are going to fuel the way it is embraced by igaming players and operators. 

Learning from video games for the next level of engagement 

A pioneer in the world of first person shooters, John Romero spoke of the parallels between video games and igaming when it comes to maximising engagement. 

He drew attention to the importance of the immersive experience, urging operators and suppliers not to neglect elements like audio, which ensure that a player is enriched by the game even when it isn’t paying out big wins. 

He detailed that “in order to keep a player in the game, they need to be comfortable with the experience”, he then praised the immersive tech utilised for big titles seen across casino floors including Wizard of Oz, Rocky and Game of Thrones. 

Poker needs to play its hand of innovation 

As player attention spans wilt at a dramatic rate, one element of the gaming sector that desperately needs innovation is poker. 

Off the back of a recent “renaissance” due to the COVID-19 pandemic keeping everyone indoors and on screens, a return to normality has dealt online poker a challenging hand – with player acquisition in decline. 

Speaking at the event, Telly Bartolo, Marketing and Event Manager at Casino Malta, explained the vital nature of live tournaments, which offer much more than just a gameplay experience. 

He said: “Poker players moving from online to live tournaments are looking to travel, they’re looking to meet people form different nationalities and mingle around. It’s not all about the actual game, but it becomes about all the other things in the full experience.”

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Concluding the final day of the highly successful CasinoBeats Summit, the illustrious awards ceremony, which took place at the Hilton Malta, was a night dedicated to honouring the remarkable achievements of the iGaming industry. 

The evening witnessed the return of veteran host Trudy Kerr, alongside award-winning game developer John Romero, as they handed out 28 awards to accomplished operators, game studios and individuals. Award categories included Game Performance, Streamers, Game Creation, Game People, SlotCatalog, Casino Platform, and Best Game Release. 

Rasmus Sojmark, Founder and CEO of SBC, said: “The Game Developer Awards offers a pivotal opportunity to honour the remarkable accomplishments of the industry, celebrating both regional and global brands as well as individual talent. This year’s shortlist was by far the most competitive we have seen, and I would like to congratulate all our esteemed winners.”

It was a good night for Play’n GO, who secured the prestigious SlotCatalog’s Game Studio of the Year (Large) award for the second consecutive year, whilst also picking up the Game Music / Soundtrack accolade for their title Hugo Legacy. 

The game creation categories saw Playtech once again take home the Game Licensed Content award for their work on Breaking Bad: Cash Collect & Link. Hacksaw Gaming was awarded Game Feature of the Year for their title Chaos Crew 2, Relax Gaming was honoured with the Game Design & Art Direction award for Money Train 4, and GAMOMAT was named winner of the Game Retro-Style award for Fancy Fruits Deluxe. 

Pragmatic Play notably took home two awards on the night, winning both the Game Mechanic of the Year award for their MultiHold mechanic and Slot Legacy Title for Gates of Olympus.

The SlotCatalog categories saw GAMOMAT return to the stage to pick up their second award of the night for Best Game Development Company Central Europe, while Playson was awarded Best Game Studio In Development Countries. Reel Kingdom secured the SlotCatalog’s Game Studio of the Year (Medium) award, Fortune Factory Studios was named SlotCatalog’s Game Studio of the Year (Small) and IGT claimed SlotCatalog’s Best Game Development Company North America. 

The coveted SlotCatalog’s Rookie of the Year accolade was presented to industry newcomers Area Vegas.

In honour of the individual achievements in the industry, the Game People categories saw Andrei Filipovich of Aviatrix awarded Game Designer of the Year, Julia Aliakseyeva from BGaming named Product Manager of the Year and PearFiction Studios’ Jean-Pierre Larouche presented with the Game Composer of the Year award. 

EveryMatrix won the Aggregator of the Year award, The Mill Adventure was awarded Platform Innovation of the Year, while the Best Game Release award went to Lambda Gaming for 8Bit Football Twinko. 

This year’s edition saw the introduction of two new awards, the FTN Game of the Year award which was sponsored by BetConstruct and presented to Rubyplay for Mad Hit Olympic First, and the CasinoBeats Annual Community Recognition Award which was awarded to SoftConstruct for its work on BFTH Arena.

It was a big night for CasinoDaddy who took home the esteemed Streamer of the Year award, while The Slot Beasts and Haddzy were recipients of two new Streamer awards, Responsible Streamer of the Year and Next-Gen Streamer of the Year, respectively.

In the Game Performance categories, PowderKeg Studios claimed the Slot Debut award for their title Munition Mines, Stormcraft Studios won Slot to Watch for their work on  Immortal Romance 2, while Light & Wonder and Netflix took home Slot Collaboration of the Year for Squid Game. The illustrious Slot of the Year award went to Elk Studios for Pirots 2.

“Last night’s ceremony was a tremendous success and proved to be a truly memorable night. I would like to thank our official partner Gaming Malta, alongside all our supporting sponsors for their help in honouring the incredible achievements of the industry” Sojmark added.

The awards ceremony concluded the final day of the CasinoBeats Summit, which saw 4,500 industry professionals convene at the InterContinental Hotel in Malta, the hub of iGaming.

The post Introducing the Winners of the 2024 Game Developer Awards appeared first on CasinoBeats.

At the CasinoBeats Summit in Malta, the evolution of payments was explored in significant depth, with innovation from that side of a gambling business cited as pivotal to player engagement for gambling businesses. 

Having recently moved into the digital currency world, Veiko Krünberg, CEO at XGateway, emphasised that we are still in the early days of crypto. However, he believes that blockchain technology will be fundamental for the igaming world in the near future. 

Enrico Giancaterina, Executive Managing Director at Funtech Games, asserted that shifting from fiat currencies can provide avenues for payments in less developed markets, away from Europe and North America.

Krünberg urged operators to take note of oncoming developments and payment journeys that are steadily growing into the mainstream and being adopted by a larger number of players.

‘Teething problems within the sector are improving at dramatic speed’ according to Krünberg, who was keen to state his belief that the benefits of Decentralised Finance (DeFi) are going to fuel the way it is embraced by igaming players and operators. 

He added that as alternative payment avenues continue to grow “we have never seen Visa doing as much marketing as they are now”. This is because the payments giant is “feeling the pressure” from the evolution of the payment space and new transactional journeys. 

The panel was moderated by Sergio Muscat, Founder at Oxygia Consulting, who underlined his belief that trust continues to be crucial within the payment sector

Ian Perrygrove, Chief Risk Officer at Kwiff, outlined that smart companies must recognise that every part of an operation holds importance, and payments is very much included in this given that it is where money comes in and out. 

In terms of the adoption of new avenues, he added that consumers like what they can trust and this serves to benefit Visa and Mastercard in many markets. 

Nonetheless, he underlined his belief that in igaming it is not about if you grow, but is instead about the pace at which you grow – it simply has to be done at an exponential rate in order to keep up. 

The potential for whether we could see a more mainstream shift to alternative payment methods continued to rage on, as Sean Spiteri, Head of Payment Solutions at PressEnter, stressed that humans are habitual creatures and tend to stick to what they know.

The trust factor is no more vital than in the case of a consumer’s finances. That being said, what it will ‘boil down to is simplicity and speed’ when it comes to the adoption of new payment methods.

The panel also analysed the pivotal role that crypto could play when it comes to the future of payments, as the transparency it provides will be seen as a crucial asset for igaming players. 

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His keynote entitled “Bridging Worlds: Nostalgia, Innovation, and the Future – A Journey with John Romero” kicked off the CasinoBeats Summit in Malta by highlighting the similarities in the strategy to engagement in both video games and slots. 

He detailed that design needs to be focused on bringing gaming features and key elements of the game to the forefront of their design. 

That being said, he was eager to state that designing for the lowest common denominator is crucial when looking to produce a game that appeals to a mainstream audience is key, something highlighted by Facebook gaming designs. 

“In order to keep a player in the game, they need to be comfortable with the experience” according to the level designer, who was behind iconic classics such as ‘Doom’ and ‘Wolfenstein 3D, as he lauded immersive tech utilised for big titles seen across casino floors including Wizard of Oz, Rocky and Game of Thrones. 

Furthermore, Romero underpinned audio as a crucial asset that can ensure players enjoy an extended experience of a game. Drawing similarities to the video game sector he urged delegates to look at how engaging the myriad of radio stations that are available during a game Grand Theft Auto as an example of how audio and licensed music can enhance the overall experience. 

The music that is the backdrop to the game elevates the player journey between features as Romero underlined his bewilderment at music halting in between spins during a slots game. 

I see the future of slots incorporating the best assets from tv, music and film to enable users to immerse themselves in the game in a deeper way. 

One of the other crossovers that Romero said can be key taken from the video game sector to the slots sector was game saving. Raising the bar in terms of the potential for gamification, there is an opportunity for new themes to be unlocked through progress within a slots game according to Romero, who believes that recognition for players to have made progress is pivotal. 

When it comes to AI he identified that it is great for number crunching and could be an asset for player retention, however it simply can’t create new ideas and raise the ceiling in terms of innovation. 

The post CasinoBeats Summit Malta – John Romero: “The keys to an immersive player experience” appeared first on CasinoBeats.

The speakers focus on emerging markets, the vital nature of SEO and how the evolution of AI can have a big impact on igaming engagement. 

CasinoBeats: Can you tell us more about the Japanese igaming market and how it has evolved in recent years?

Maya Yazaki, Rhino Entertainment’s Country Manager for Japan: The country has long been associated with diverse entertainment industries, including government-regulated horse racing, powerboat racing and bicycle racing, alongside the widespread popularity of pachinko and slot machines enjoyed by players nationwide.

According to the ‘DK-SIS White Paper 2021 Edition – 2021’ data, the publicly disclosed market size of the pachinko industry amounted to a substantial ¥14.6trn, indicating the significant scope of Japan’s gambling market.

While Japan passed legislation in 2018 to legalise casinos as part of its integrated resort initiative, there is a growing problem of online gambling addiction. Furthermore, the impact of the COVID-19 pandemic has served as a tailwind, fueling the growth of the online gambling market.

Consequently, there is a growing sentiment in favour of regulating online gambling. It will be interesting to observe how the government navigates the anticipated challenges and whether it opts for legalisation accompanied by measures for responsible gambling and adherence to anti-money laundering guidelines in the future.

CB: With Japanese players placing a significant focus on brand trust, what can operators do to ensure they have a strong connection with players?

MY: Communication is the key to building brand trust. Operate with transparency and integrity in all dealings. Provide clear and easily accessible information about the company, its licensing and terms and conditions. Avoid deceptive practices and prioritise honesty in marketing communications.

Japanese players are known to be avid readers, preferring to read the terms and conditions before participating in any promotions. While simple content may be visually appealing, providing transparent information about the terms and conditions of promotions with longer text is preferred.

CB: Has Casumo utilised advancements in AI technology to streamline its business processes in any way? 

Cristina Turbatu, Casumo CTO: At Casumo, we’ve placed a significant focus on leveraging advancements in AI technology to enhance various aspects of our business operations. Specifically, we’ve dedicated an entire strategic pillar to AI technology, recognising its potential to revolutionise player experiences and streamline internal processes.

In terms of player experiences, we’ve utilised AI to deliver personalised game recommendations and implement advanced player protection measures. By leveraging AI-powered providers, we are looking into tailoring gaming experiences to individual preferences and proactively identifying and addressing potential issues related to responsible gaming.

Moreover, we’ve harnessed AI technology across multiple facets of our operations, including customer support chats, content creation, marketing campaigns, player protection initiatives and software development processes. For instance, we’ve integrated Copilot, an AI tool developed by GitHub and OpenAI, into our workflows.

Copilot plays a crucial role in enhancing developer productivity by suggesting code snippets, promoting best practices, and facilitating rapid prototyping and iteration. This not only improves code quality and reduces maintenance overhead but also fosters collaboration and augments creativity among our development teams.

Overall, our strategic focus on AI technology at Casumo has enabled us to unlock new opportunities for innovation, efficiency, and improved player experiences, while also enhancing our internal processes and developer productivity.

CB: How do you think gamification has evolved over the past few years as technology within the online casino space improves?

CT: In recent years, the evolution of gamification within the online casino space has been closely tied to advancements in event streaming infrastructure. This technology has transitioned from being a novelty to a standard feature, enabling gamification platforms to deliver near-real-time responses to player actions.

With event streaming capabilities, gamification platforms can now offer dynamic and personalised experiences tailored to individual player behaviours. For example, players receive instant feedback and rewards based on their actions during gameplay, fostering greater engagement and immersion.

While some companies have only begun to explore the full potential of event streaming, there’s a growing trend among new suppliers who are fully embracing this technology. These suppliers are leveraging event streaming to develop innovative gamification solutions that capitalise on the immediacy of player interactions, ultimately enhancing the overall gaming experience.

Overall, the integration of event streaming technology has revolutionised gamification in the online casino space, paving the way for more interactive and engaging gaming experiences that adapt to the needs and preferences of players in real time.

CB: What steps do you believe can be taken to future-proof marketing and ensure lucrative campaigns stand the test of time?

Calvin Sammut, Head of Brand and Creative Strategy at Socios.com: To stand the test of time, brands must honour their history while embracing innovation.

By using data-driven tools, brands gain a deep understanding of their audience’s desires. Integrating these insights with evolving technologies like artificial intelligence ensures that their marketing campaigns are effective immediately and resonate deeply with consumers, giving them lasting impact.

Simultaneously, brands must stay true to their original values, the principles that initially made them stand out. These core values are vital for maintaining authenticity. By drawing from their heritage, foundational principles and unique selling points, brands can effectively steer their marketing strategies. 

Storytelling is among the most powerful marketing tactics, and AI has the potential to enhance this by involving consumers directly in the narratives. For instance, the campaign “Greatest World Cup Ever” exemplifies this. This AI-driven campaign invited fans to appear in a personalised film alongside cricket stars.

CB: Can you tell us some of the ways in which influencer marketing and social media has evolved the way emerging companies reach new audiences?

CS: The combination of social media and influencer marketing has become a catalyst for the growth of both established and smaller brands.

Social media platforms, such as TikTok and Instagram, have not only given direct access to niche audiences but have also transformed consumers into active nano-influencers. This shift has been instrumental in providing smaller brands with genuine connections and authentic interaction with their audience. 

Social media allows brands to showcase their unique personality and tone of voice, connecting with their audience in ways not possible before. Brands can now engage in real-time conversations, share behind-the-scenes glimpses and express their values and beliefs authentically.

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Ahead of the CasinoBeats Summit in Malta, we spoke to Betsson’s Alexandru Ababei who detailed his belief that data collection is at “a critical point in the industry”. 

CasinoBeats: What role can CRM implementation play in terms of aligning with personalised player experiences?  

Alexandru Ababei: With the right tools and the right strategy in place, the future looks very bright when it comes to personalised player experiences.  

Using data-driven insights in combination with new tools for segmentation and targeting powered by AI and machine learning that have real-time adaptability, will create the perfect ecosystem for customers to feel they now have their own personal online casino. 

This empowers operators to move beyond generic promotions and engage with players on a one-to-one level, offering personalised promotion pages with specific tailor-made offers for their style of play, budget and frequency, without the need for additional communication. Players will know they can log into their account at any time and get all and any promotions they want as everything is made instantly specific to their needs at that moment. 

CB: In terms of CRM, how vital is data collection and in turn why is it so pivotal that it’s used effectively?  

AA: Data collection is at a critical point in our industry. While traditionally used for understanding player behaviour, segmenting and targeting, there is an opportunity to shift its purpose. Beyond targeting and profit-driven uses, effective data utilisation should address things like responsible gaming, regulations, limitations, etc. 

CRM, as the foundation for understanding player behaviour, should enhance the overall player experience, with a focus on responsible and ethical use of data.  

CB: As social responsibility continues to take on increased importance, can the data acquired through CRM be a crucial tool in boosting safer gambling? 

AA: Absolutely, the data acquired through CRM can be a crucial tool in boosting safer gaming practices and promoting social responsibility. We need to use all the data we are getting and, as an industry, invest in tools that will identify at-risk behaviour, set limits, and monitor responsible gaming.   

Initiatives to further educate players are needed and it is equally crucial to champion best practices in regulatory compliance.  In an industry like ours, we should be looking for better ways to remove the stigma associated with gaming and create a safe and secure environment for people to enjoy our products.  

CB: With Betsson set to make an appearance in Malta for the CasinoBeats Summit this year, what does the company have in store for the event? 

AA: We are happy that the CasinoBeats Summit is hosted in Malta, particularly given Betsson’s longstanding operational headquarters presence in the country for the past 20 years. 

In addition to my own participation, I am confident that numerous other Betssonites will be in attendance, actively contributing by sharing insights on panels, participating in knowledge-sharing sessions and taking advantage of networking opportunities within the industry. This event serves as a significant platform for us to engage, collaborate, and showcase our expertise within our industry. 

CB: What recent developments in the online casino industry do you expect to be a key talking point at CasinoBeats Summit? 

AA: I expect several key developments like AI and Machine Learning to be prominent key discussion points as well as new regulations, responsible gaming and emerging markets. I would also hope to see some new tools that will help improve the day-to-day work activities.  

CB: At CBS, you will be appearing on a CRM-focused panel. How significant do you believe automation will be when it comes to operators increasing their CRM?  

AA: I believe CRM automation is becoming pivotal in the continuous evolution of CRM strategies. Operators now have the ability to streamline processes, boost efficiency and deliver more personalised and timely interactions with players. 

CRM automation is nowadays a standard in the industry and with AI and Machine Learning at our doorstep, this trend will only continue to develop. Moreover, the speed and scalability offered by automation are invaluable. Operators are able to respond promptly to real-time data, adjusting promotions and incentives dynamically. This agility is particularly crucial in an industry where trends and player preferences can change rapidly. 

Having said that, I still believe that human intuition, creativity, and empathy remain irreplaceable in certain aspects of customer relationship management. Striking the right balance between automation and the human touch is essential to deliver a comprehensive and satisfying player experience. 

The post Alexandru Ababei, Betsson: future is bright for igaming personalisation appeared first on CasinoBeats.