Operators powered by Amelco will gain access to Flows’ advanced no-code technology, helping them to create new applications and products for respective markets at speed, promoting efficiency and streamlining costs and development resources.

Reflecting on the partnership, Daniel De Souza, VP of Commercial at Flows, noted that the automation platform will help Amelco’s clients with operational challenges and customer experience.

“As AI technologies continue to advance, Flows enables operators to bring their concepts to life,” commented De Souza.

“Businesses often have numerous ideas, but struggle to connect all their tools and systems effectively, limiting their ability to fully serve their customers. Our no-code solution empowers them to stay ahead of the competition by seamlessly integrating these tools, overcoming operational challenges, and enhancing the customer experience.”

The strategic collaboration with Flows will enable Amelco to create new engagement tools that improve the gaming and betting experience for its portfolio of clients, which includes the likes of Hard Rock, Fanatics, Bet99, BetSaracen and the Tote UK.

“At Amelco, we are dedicated to staying at the forefront of innovation by providing our clients with cutting-edge tools and solutions,” added Brandon Walker, Head of Business Development at Amelco.

“Connecting Flows into our platform, together with their Flows Jackpots feature, reinforces this commitment by enhancing our operators’ ability to quickly adapt to market demands while offering dynamic, customizable experiences to engage players and drive success.”

The post Amelco enhances tech stack by utilising Flows’ automation platform appeared first on CasinoBeats.

The platform provider’s in-house casino aggregation suite includes slots, poker, table games and instant games, and is utilised by operators across the globe.

With content from the likes of Evolution Gaming Group, Light & Wonder, IGT and Pariplay, as well as multiple other tier-one studios, Amelco’s igaming solution gives its partners the ability to “dynamically adjust content, as well as delivery via Amelco’s bespoke app”.

The solution also includes the proprietary Bonus Engine, which offers a variety of bonuses and tournaments.

Commenting on the New Jersey launch, Head of Amelco USA, Brandon Walker, said: “As one of North America’s most established online casino markets, it’s great to have our full igaming solution now live in the state of New Jersey. 

“This is a great opportunity for us to see where we stand in terms of our casino offering. Our award-winning sportsbook is already live across 15 states, so we are excited to showcase our solution in such a competitive environment.

“We are one of the most established platforms in the US and this will only enhance our reputation further across igaming, as well as sport.”

The post Amelco bolsters US position with New Jersey igaming solution launch appeared first on CasinoBeats.

From Marilyn Monroe saying “yes” to Lustre-Creme Shampoo, Mr T pitying the fool who didn’t eat snickers to, more recently, Sylvester Stallone’s iconic Rocky character reborn in Entain’s latest Ladbrokes advert, all playing their part in establishing these brands as household names. 

However, the audience now spends more time looking at a 6.3 inch smartphone than a 48 foot widescreen cinema display, which could be attributed to the rising use of social media platforms and the emergence of influencers. 

In this three-part mini-series, CasinoBeats will be looking into the influencer market, how the sector can prosper in this area and how to remain responsible when it comes to engaging with a younger audience. 

We asked: What are the different forms of influencer marketing and how has it changed overtime? Are there some that work better than others?

Alex Kornilov, CEO at Betegy: What we’ve been seeing in recent years is a surge in influencer marketing activities with more and more brands using this method to reach a wider audience. 

Working with influencers can increase interest dramatically with brands utilising this in both sports betting and casino content. This boosted acceptance has meant a far greater reach for the industry to an even wider target audience. 

In terms of how things have changed over time, we have witnessed a transition away from using strictly ex-football players, sports athletes etc -but also going into pop culture now. The use of more wide-spread varied influencers means brands have the capability to segment demographics and specifically target the audience they want to engage with. 

This is especially advantageous as you can identify the demographics that resonate with your brand’s values. This can be as simple as making someone a brand ambassador, using their influence to create ongoing value for the brand, and then in turn benefiting from the reciprocal benefits of building a community. 

Marija Hammon, Head of Marketing at Relax Gaming: Influencer marketing is one of the most powerful tools within the marketing mix, irrespective of the industry you operate in. 

Word-of-mouth has been valued for centuries; however, the form of that influence has changed with the onset of the internet and progression of social media platforms, including the content creation capabilities that come with them. 

Within the gaming sphere, our influencer marketing efforts at Relax are focused on affiliates and streamers, who like influencers across other industries have built a large following and offer custom branded content with high resonance within the communities they’ve built. 

Influencer marketing and its peer-to-peer approach has the power to deliver fresh, highly targeted content as an individual voice, achieving affinity in a different way to company messaging. The mix offers something which cannot be achieved by implementing one element alone. 

It is fascinating that audiences follow hours on end of influencer generated content, absorbing every word – often choosing that content over other forms of entertainment. 

Like in any profession, naturally, there are influencers that are stronger, and more reputable, than others. Sometimes this is due to longevity which has allowed them to build a strong community, whilst other times, it’s down to impact – including personality, ethics and style of operations. 

Having the largest following doesn’t always directly equate to generating the greatest effect. It is imperative for every company to assess which influencer partners offer the best fit for their business and product offering. 

Brandon Walker, Business Development at Amelco: We’re seeing a huge emergence of influencer marketing across social media in South Africa – especially when it comes to the betting and gaming industry. 

Looking at demographics, we can clearly see why. There’s a real emergence of upwardly mobile audiences that are really catering to (and resonating with) local communities. Smartphones are also quickly catching up with the rest of the world; everyone now has access to data and the same fantastic content we’re seeing in Europe and the US. 

As a native South African, I’m really excited by the potential that influencer marketing has here. Facebook, Instagram, TikTok and Snapchat are, of course, the key channels – and we’re doing some really exciting work with Lulabet in South Africa to bring the market its first premium sports betting and gaming experience. Social media and influencer marketing will likely form a key part of that over time. 

Yanina Kaplya, Head of Marketing at BetGames: The recent changes we’ve seen in influencer marketing trends are very positive, with a shift in strategy focusing on personalisation, building a dialogue, and creating a community, rather than traditional product placement. 

This modern method enables brands to not only promote their product but also receive instant feedback from customers about their preferences, allowing industry brands to react quickly and improve loyalty.

There has been an interesting move away from only working with influencers with a massive following too. This is because they no longer hold as much value in making product recommendations, alongside brands wanting to make sure their campaigns are far more cost-efficient. 

We are now witnessing the rise of the nano and micro-influencer partnerships with brands looking to specifically target a certain audience, which is proving to be very effective in influencing gaming decisions. 

It’s great to see that there are more variations of influencers for product providers in our industry instead of just traditional Twitch and YouTube streamers. Now brands can reach a community in a specific geo and the influencer can be a DJ, sports commentator, former football player or lifestyle blogger. This trend drives creativity with ongoing communication campaigns that gaming brands can have with their players, furthering retention rates.

The post Like, Tweet and Follow: the rising influx of influencer markets appeared first on CasinoBeats.

The company has hailed the move as a “gamechanger”, with its full end-to-end sports betting platform offered to the rainbow nation’s players for the first time.

“Our launch in South Africa is going to be a true game changer,” stated Brandon Walker, Head of Business Development at Amelco, commenting on the market debut.

“We have the insight on exactly what the market needs, and with our market-leading tech, we’re ready to bring the first true end-to-end tier-one platform and sportsbook to local players.

“Amelco has been servicing the industry’s best for 15 years and, having prepared to enter South Africa for 12 months, we have finally found the right partner in LulaBet to bring local players the best of breed. Together, we genuinely believe we can transform this market and we can’t wait to get started.”

Following more than a year of planning and development, LulaBet is set to launch this month, with a prepared catalogue of igaming titles secured from established deals with Red Tiger, BetGames, Evolution and others.

“At LulaBet, we’re committed to delivering a superior sports betting experience to our players,” added Ian Gutteridge, Managing Director at LulaBet.

“Our mission is to utilise only the best gaming technology available, and with Amelco, we’re confident that we’re going to do just that.” 

“We thrive on the thrill of the win, and with South Africa’s first true tier-one platform and sportsbook, we’re delighted to give our customers access to the country’s premium sports betting and entertainment website. Get ready to experience online gaming like never before!”

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Representing one of four licences initially issued, this alliance has seen the gaming property go live state-wide with its BetSaracen sportsbook and mobile app.

This agreement follows Betly, which is powered by the Gamewise joint venture of Delaware North and Gaming1, going live earlier in the year in partnership with Southland Casino Racing.

Carlton Saffa, CMO at Saracen Casino, noted: “We are delighted to integrate Amelco’s platform for this landmark deal, which sees sports betting go live in Arkansas for the first time. 

“Establishing an online presence is clear evidence of Saracen’s ambition in the online sports betting space, and choosing Amelco’s high-quality platform is representative of our commitment to providing the best possible offering for the state’s players.”

Following the launch of the Saracen Casino’s online platform, which is lauded as “another major landmark,” Amelco is now live across 14 states alongside the likes of Flutter, Hard Rock Digital, FuboTV and Wynn Interactive. 

“It’s great to be out of the blocks as one of the first suppliers in the state to go live with state-wide mobile,” stated Brandon Walker, Head of Amelco USA. 

“Arkansas is a very exciting state to go live in and Saracen Casino holds plenty of growth potential as one of the first operators to debut in the state.

“We’re all about delivering solutions for our partners that exactly fit their needs. We see this as a great example of making that happen, delivering to Saracen’s unique requirements for homegrown market conditions.”

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So as the market begins to open up even further, are we seeing the beginning of the future powerhouse of online gambling?

In a two-part series, CasinoBeats will look at the reasons for those who make the leap and others who have, as of yet, distanced themselves from the land of opportunity.

Part one will see Brandon Walker, business development manager at Amelco, Victor Araneda, chief business development officer at Gaming1 and Henry McLean, co-founder, commercial & marketing director at 4ThePlayer, speak on the advantages the US offers suppliers and potential of the country’s online sector. 

CasinoBeats: What advantage does being in the US have on suppliers compared to the alternative?

Brandon Walker, Amelco: The US is an immense market, and quite simply, there’s nothing else like it. Amelco’s been around since 2008, and we’ve serviced some of the industry’s major operators and sportsbooks during this time, but nothing compares to the US. 

The number of states now getting legalisation bills ready is becoming unprecedented, and hand-in-hand with that will be a far more advanced and immersive offering as sportsbook, casino and streaming companies merge into one. 

Still less than half the states have legalised online and as players grow in their confidence and market knowledge, we’ll see even more action. Given this year’s surge, this popularity of online gaming will only grow as it becomes more widespread across the nation. Florida, New York and California will of course be the poster child for these. 

However, there’s one elephant in the room when it comes to a US market that still has plenty of space to grow – online casino, and in many ways, it is still underserved. Despite land-based casinos opening up this year, I predict that the online space will still have a strong part to play. 

This will no doubt enable plenty of opportunity for the cross-sell to kick into action to entice players over to a virtual gaming table, or indeed – if they’re not going to make it out to a land-based casino during the festive period, slots. 

Victor Araneda, Gaming1: Our platform has a proven record of being highly competitive in regulated environments and, as we all know, the US is now the largest regulated sports betting market globally. 

As chief business development officer, it was an obvious choice for us to bring our experience, capabilities and partnership philosophy to the US. This is especially the case for us, given our history as a partner that is proven to take land-based operations online. I see this as a key factor in the US right now, with such a strong bricks-and-mortar legacy. Our job here, and indeed specialisation, is to help our land-based partners create and scale operations for the digital world. This will no doubt be a key demand across every state that comes online in the coming years, given the millions of players who will want to get in on the action. 

Henry McLean, 4ThePlayer: The exciting thing about the US is its untapped online potential: it is a newly regulated market and the biggest new market we will see for many years. The advantage to being in this market early is that we won’t be up against as many other content suppliers as in other markets – you have to go through the process of obtaining a licence, so the barrier to entry is high. At 4ThePlayer.com, we made the decision to apply for licenses in all the appropriate states simultaneously to maximise the opportunity and hopefully get into multiple states much faster. 

An advantage we have is that our founding team has a lot of experience in gaming and we know what players want online. The online space is very different to retail/offline, which I think the US market knows and has driven the digital M&A drive. We appreciate the American market is different to the markets we have been in, but we can bring a lot of our learnings and decades of online/digital experience into the market. 

CB: What is the potential for the US online sector?

BW: We’re seeing growth across the board as multi-state rollouts continue, and for the majority, only a number of states are only just becoming familiar with live dealer and casino. From this point, the only way is up. After all, live dealer – especially from the likes of Evolution and Playgon – presents the first opportunity for US players to experience the most authentically ‘Vegas’ digital experience. 

Paramount to fostering that growth is having the foundations in place to support scaling up, rapidly when necessary. This means a robust platform that can offer live dealer (or indeed any other vertical) as one – a 360-degree offering that can deliver the full customer journey. If that is available, and indeed it is, the ability to deliver the same casino experience stateside that we already see in Europe will become commonplace – and online gaming will continue to see exponential growth. 

While online gaming has been legal in a handful of states since as far back as 2013, the main issue has always been traffic. The US has a rich gaming heritage, but it has traditionally always been a brick-and-mortar casino-based activity. 

It’s only the emergence of sports betting as central to America’s online revolution that has really opened the market to other verticals, such as iGaming – and players are willing to give it a try. 

As more states come online, as they soon will, gaming will form a central part of the online entertainment mix. The opportunity to bet on sports as well as getting into the live casino experience online, presents Americans with a wealth of exciting possibilities for their evening’s entertainment – looking at Fox Bet and FuboTV – we can already see adoption fast-underway. 

To succeed on the supply-side online, it’s all about having the best Player Account Management system. This means a full-service ecosystem that brings together all parts of the betting experience, across sportsbook, igaming and more. 

Most of the major US suppliers are simply not able to instantly deliver a comprehensive, 360-degree offering that can accompany the player on the full customer journey – yet those that do can really make a difference for operators. 

VA: There’s plenty being said about the revenue projections for sports betting, which are indeed breaking records, but as more states approve enabling legislation for online casino, I believe we’re going to see a real surge in popularity, just like we’ve seen recently with Michigan’s excellent start. 

States with regulatory frameworks that fully embrace the strength of the casino vertical will offer the highest potential upside in terms of shareholder value, as well as customer experience. After all, the US legacy for casino on the land-based side is legendary, and I believe as players discover the excellent entertainment that online casino has to offer, we’ll see a new dawn for digital gaming stateside.  

HM: The potential is huge: as each state regulates, further opportunities present themselves. Historically, American people have a great appetite for gaming and recent results show this appetite extends online. 

Our first game, 9k Yeti, one of our most successful slots, will be live in the US very soon via our recently announced platform deal with Gaming Realms. The reception to this so far from US casinos has been brilliant.

Then we have a roadmap of cherry-picked titles to roll out, including our recently released and super successful 3 Secret Cities –  we can’t wait for US players to try them.

Our games are all about player-centric innovation and – more importantly – fun, something we think will really resonate with American players. This makes the potential for our content in the US even greater.

The post US facing operators assert ‘untapped potential’ in stateside sector appeared first on CasinoBeats.

In addition to the provision of age and identity verification gained through the igaming solution, GeoComply will also be providing Amelco with geolocation compliance for the PlayUp online sports betting platform.

IDComply provides operators with an all-in-one solution that handles KYC and digital identity verification, while looking to deliver the “highest possible levels” of player-acceptance.

“As a technology-first company we wanted to ensure our regulatory approval in New Jersey included the latest offerings from our tech partners and leveraging GeoComply’s IDComply product was central to that process,” commented Dr Laila Mintas, CEO of PlayUp. 

“With some of the most stringent requirements and rigorous testing of any state, achieving this milestone in New Jersey has positioned PlayUp for continued success as we expand into additional US states. 

“GeoComply’s proven KYC and geolocation compliance solutions along with their experience and expertise has really made a huge impact in being able to quickly scale our business.”

GeoComply also updated that the New Jersey Department of Gaming Enforcement not only requires data verification for KYC but also a secondary form of authentication, either knowledge-based authentication or digital identity authentication, in order to validate an account. 

GeoComply developed IDComply in response to customer requests for an integrated solution that covers more of their compliance requirements beyond geolocation. 

“KYC and geolocation compliance are two cornerstones of the igaming industry and we are very happy to have been able to help operators like PlayUp get their own products licensed,” added Lindsay Slader, managing director of gaming at GeoComply. 

“The DGE really sets the standard for compliance in the US so getting IDComply licensed in New Jersey is a real achievement for our company. We see stringent compliance controls as critical to the integrity and success of the industry.”

The post GeoComply KYC solution gains New Jersey licence appeared first on CasinoBeats.

The gaming property, located in Northern Wyoming in partnership with the Northern Arapaho Tribe, will be the latest land-based outlet powered by Amelco’s sportsbook solution, which offers software and trading services across the nation.

Sean Ridge Bear, sportsbook manager at Wind River Hotel and Casino, added: “Amelco’s comprehensive solution gives us a huge boost as we look to expand our sports betting offering in the state of Wyoming. 

“With market-leading sports betting services and a large presence in the industry, they are one of the most progressive and exciting providers around, and we’re delighted to partner with them as we continue to expand.” 

Amelco is currently live in seven states, following similar deals with tribal casinos in Michigan and a number of venues in Colorado, as the group aims to position itself as “a true 360 full-service ecosystem” offering sportsbook, retail, igaming, esports and player account management

Brandon Walker, head of Amelco USA, said: “We’re always looking to expand our operations, be it online or retail, and we’re thrilled to partner with Wind River Hotel and Casino in Wyoming. 

“We’ve identified land-based sports betting as a real area of growth for us and we look forward to working closely with the Wind River team to deliver the very best products and services to their customers.”

The post Wind River Hotel and Casino adopts Amelco’s ‘comprehensive’ solution appeared first on CasinoBeats.

Under the terms of partnership, NetEnt’s collection of titles will go live with a number of Amelco’s operator partners in the US, with scope for growth as the group continues to roll out its platform across regulated states.

The latest US-facing move by Amelco will see the group gain NetEnt’s catalogue of igaming content, including branded offerings such as Gordon Ramsay Hell’s Kitchen and Narcos, as well as Divine Fortune and Starburst.

“Amelco has a strong presence in the United States already and we’re thrilled to be able to enter a partnership that will see us further expand our fast-growing US reach,” commented Jeff Millar, North America commercial director for Evolution. 

“With so much scope for growth across the country, it is a very exciting time to be working together and we’re eager to see what we can achieve.” 

In total, Amelco is now live across six US states, including Michigan, Colorado and Pennsylvania, with further integrations and new market entrances expected to be announced in the near future. 

Brandon Walker, head of Amelco USA, added: “We’re delighted to go live with one of the slot industry’s true leaders – with a hard-earned reputation as one of the world’s leading casino brands. 

“The first of many announcements in the coming months, we’ve lined up our platform to offer our US customers the very best across slots, table games and live casino, alongside our market leading sportsbook services. We look forward to a productive relationship with NetEnt.”

The post NetEnt maintains US growth with Amelco partnership appeared first on CasinoBeats.

The agreement, which marks further expansion in the country for the trading, software and full-service platform provider, will see Amelco integrate the Pariplay Fusion platform into its wider full-service offering.

“We’re very happy to partner with Pariplay, who brings a wealth of experience and a highly impressive platform to expand our offering,” stated Brandon Walker, head of Amelco US.

“This deal is testament to our continued plans to expand across the US, as we aim to offer one of the most comprehensive sportsbook, casino and PAM platforms available stateside.”

Pariplay offers more than 12,000 games from a number of global suppliers through its Fusion platform, with Amelco also set to receive the group’s suite of proprietary titles, including Stallion Fortunes, Mystery Fox and Dragons of the North.

The supplier, which has lauded “strong growth” achieved over the last year, already boasts an output on the US, with content live in New Jersey, with Pennsylvania and Michigan to follow soon.

Tsachi Maimon, CEO of Aspire Global, added: “This is yet another significant step in our strategy to establish a presence and build our brands in the US market. The US igaming market is growing at an impressive rate and our objective is to be at forefront of the developments.”

As well as its own games, Pariplay aggregates thousands of others from a number of studios via its Fusion platform, which is also equipped with a range of conversion, retention and tool mechanics. The platform is now licensed in 16 regulated markets.

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