This will see Booongo’s “top performing” Hold and Win games, including Dragon Pearls, Sun of Egypt and recent release Tiger Stone, become available across Flow Gaming’s network.

Furthermore, the supplier’s in-game promotional tools, which are designed to drive retention and engagement, will also be made available to the igaming solutions provider for future campaigns.

“Our smooth integration was a success, so our customers can fully access Booongo’s innovative products,” noted Peter van Tuyl, COO at Flow Gaming.

“With the promise of exciting, original content for our players from the offset, we are excited to see where this venture takes us.”

The partnership becomes the latest in a long line of collaborations rolled-out by Booongo, with the firm also recently linking-up with platform provider’s Dotworkers and Virtualsoft in the LatAm region, before integrating its entire slots suite with High 5 Casino and sports betting and igaming operator Betmaster. 

Sebastian Damian, commercial director at Booongo, said of the group’s latest partnership: “We’re delighted to take our extensive product offering live with Flow Gaming as we look to grow our reach across global regulated markets.

“We look forward to seeing how our ever-increasing library of premium titles are received by Flow Gaming customers in Asia.”

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Under the terms of the partnership, Flow Gaming has made Spearhead Studios’ games available on its platform, giving clients access to the supplier’s entire portfolio.

The EveryMatrix studio’s current portfolio amounts to 29 titles, including Book of Souls, Book of the Princess, Fruits & 777’s, Lara Jones is Cleopatra, and Royal Crown.

Peter van Tuyl, chief operating officer at Flow Gaming, commented: “We welcome Spearhead Studios to our network of gaming partners and we’re eager to start building a fruitful business relationship. 

“Flow Gaming gives access to the best content available in the industry and paired with our suite of data tracking and real-time reporting, our operators have access to all the assets to attract players and grow their businesses.”

Last week, Spearhead Studios unveiled a pair of distribution agreements, after linking-up with Pariplay and Malta-based online casino operator Videoslots

Spearhead Studios games are currently certified in Malta, Spain, Romania, Sweden, Denmark, Latvia, Lithuania, Estonia, Colombia, Croatia, with more to be added by the end of 2021.

Mathias Larsson, Managing Director at Spearhead Studios, said: “The team at Spearhead Studios is happy to make our games available to Flow Gaming’s clients.

“Their platform makes the integration an easy job and we are looking forward to seeing our games up and running with their clients. Through this partnership, we’re happy to deliver our content to operators in the Asian market and expand our footprint.”

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Seeking an increased presence across the territory, the deal is lauded as “significantly” enhancing the Flow Gaming content offering.

The developer’s “top performing” games including Tiger Pearls, Great Panda and Aztec Sun are all being made available to Flow’s operator network and their players as a result of the agreement.

“We know the importance of nurturing strategic relationships to enhance our platform offering, which is why we’ve partnered with Booongo,” stated Peter van Tuyl, COO at Flow Gaming. 

“Booongo’s games are of a high quality and are appreciated by players across the globe. We’re looking forward to offering the developer’s content to our operator partners over the coming months.” 

This follows Booongo reaching an agreement with Rivala last month, with the developer to provide its wide range of games to the Colombian-based operator.

Latin America is also viewed as a key territory for the slot provider during the firm’s international expansion projects, with the company looking to continue to extend its presence across the region over the coming months.

Sebastian Damian, commercial director at Booongo, said of its latest agreement: “We’re well aware of Flow Gaming’s popularity in the Asian market and signing this deal is an exciting move for Booongo.

“Integrating our games onto the Flow Gaming platform ensures that we take our market presence in Asia to the next level.”

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As part of the terms of the agreement, Flow Gaming will gain access to Yggdrasil’s entire end-to-end game development process, YG platform, including its new GATI product, game promotional tools via boost and access to content created by YG Masters partners.

Peter van Tuyl, COO of Flow Gaming, said: “We are very excited to partner up with one of the best and most innovative igaming solutions and slots providers in Europe. Yggdrasil is one of the companies we have had our eye on for a long time.

“They have fantastic content that will do well with our Asian customer base. With our extensive marketing knowledge and tuned infrastructure for Asian distribution, this will be a very good concept for both parties.

“The Yggdrasil franchise proposition is a new and very clever approach to on-boarding their content and technology. It will allow us to optimise and enhance our business strategy, and we can’t wait to become a franchisee.”

Through the franchising agreement Flow Gaming will also be able to source and offer its own game content for distribution to its targeted market and cross-collaborate with other franchisees globally, designed to accelerate territorial reach and drive revenue opportunities.

Björn Krantz, head of publishing at Yggdrasil, added:“We are absolutely delighted to sign this very strategic Franchise partnership with Flow Gaming.

“With the Yggdrasil franchise offering, Flow Gaming will be able to provide its partners with a blueprint of what’s made Yggdrasil one of the most innovative and successful igaming suppliers in the industry. 

“In the franchise package everything that has been created by Yggdrasil over the past seven years is delivered. All the innovation, all the development, knowledge, experience and on-going support as a complete out-of-the-box games platform solution.

“As such, the franchise solution is the enabler for partners around the world to take full control of their igaming business and facilitate next level business collaborations.”

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In this regard, they can certainly learn a lot from established European operators who have spent years fine-tuning their customer support offerings, and training the agents that represent their brands to five-star standards. This, in turn, has helped foster player trust and loyalty, while also improving the experience they receive during time spent playing their favourite slot and table games.

But what makes a good customer service offering? First, Asian operators must consider the channels via which their agents can be contacted. Email, phone and live chat are standard, but operators must also leverage the power of social media and instant messaging services such as WeChat, Telegram, QQ and affiliate forums. Across the region, QQ and WeChat social communication methods dominate by far.

WeChat, for example, has 786 million active daily users. For Asian online casino operators looking to open a line of communication with players via their preferred channels, using social media and instant messaging is clearly a no-brainer. In some ways, this puts Asian operators ahead of European online casinos, with many yet to fully embrace instant messaging platforms for customer support.

In addition, operators must also adopt and implement cutting-edge CRM systems such as those offered by the likes of Optimove and Smartfocus. They help to automate certain aspects of customer support, improving the experience enjoyed by the player but also ensuring the process is as smooth and seamless as possible from the operator’s perspective.

For truly gold-star customer support, agents must be available to players 24 hours a day, seven days a week. This is because online casino brands are now global, and are accessed by players all over the world. In addition, people don’t keep standard hours – night shift workers, for example, may play through the day, while day workers are more likely to play into the night.

It is vital that customer support agents speak the mother tongue of the player they are dealing with; it doesn’t necessarily have to be their first language, but they must be fluent in it. This avoids confusion or miscommunication, which can breed frustration with a player who is already unhappy with the online casino at the time they are reaching out.

Agents must also have a forensic knowledge and understanding of all aspects of the online casino – from account to payments, to the technology under the hood via the bonuses and rewards offered. Some European operators split customer support into specific areas/categories, and train agents to be highly knowledgeable in their given area/field. This ensures issues are resolved quickly and efficiently.

The main function of customer support is to ensure that any issues or complaints players may have with their account or the online casino itself can be investigated and overcome. This, of course, ensures they continue to have an enjoyable experience at their chosen casino, and are not given a reason to walk through the doors of a rival simply because they encountered a problem that couldn’t be fixed.

But customer support is more than that; it is the direct – human – link between the player and the brand. It is an open line of communication that can be used to build trust, and to ensure the player is enjoying the best possible experience while in the online casino. This is particularly true in new and emerging markets where competition is fierce, and where teething problems are a-plenty.

Those that get it right, however, grant themselves a powerful retention tool. Indeed, customer support can also be used to attract new players. Again, this is particularly true in emerging markets where they often have questions about online casinos, the sign-up process, how games work, etc. If these players are engaged by knowledgeable, friendly and trustworthy agents, they are highly likely to sign up.

Customer service forms just one strand of the strategy Asian online casino operators should be taking to ensure they become better at retaining players, but in many ways it is the most important. Those that can provide silver service to their players will not only become better at acquiring and retaining them, they will significantly increase brand equity and lay the foundations for a successful business in the long-term.

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