From the indispensable Microgaming Bar to a seemingly ever-changing stand that embraced not one but three games and associated themes, the pioneering firm is once again seeking to turn heads at ExCeL.

To find out a bit more about plans for this week’s showpiece, CasinoBeats talked exclusively to the company’s CEO John Coleman.

What are you most looking forward to about ICE 2019?

JC: “The pinnacle event of gaming, ICE remains a permanent fixture in my diary. Each year
presents a unique opportunity for our industry to gather, share our wealth of knowledge,
and plot a course for the year ahead.

“I’m especially looking forward to the diverse range of content we will showcase on our stand. This is something we do well every year, but 2019 is set to stand out, as we will be joined by experts from six of the independent studios behind our latest and upcoming games. Who better to showcase our content than the teams who invest their passion and talent into creating it?

“Collaboration is so important in our world. ICE 2019 will see Microgaming present an array of fantastic new titles from the studios, along with our expanding catalogue of premium casino, bingo, poker and table games.

“But it’s not all about the people and products. ICE provides an opportunity to highlight some of our other commitments, in areas such as corporate social responsibility and
environmental sustainability. The brilliant eco-warriors of our CSR programme, Microgaming PlayItForward, have worked wonders in ensuring we provide a range of compostable cups, reusable water cans and recycling facilities for attendees. It’s going to be our greenest ICE yet.

“I’m also looking ahead to the numerous networking opportunities that ICE brings. It’s always a pleasure to meet and greet our operators, and to show them what we’ve got planned. A prime opportunity for this will be our exclusive operator party at MNKY HSE on Tuesday evening.

“This is set to be our biggest yet, and I’m incredibly excited to be attending it.”

Last year, Microgaming set the scene with show stopping activations to introduce Playboy Gold, Cash of Kingdoms and Fortunium. Are you set to top that this year?

“Six excellent headliners are due to be revealed, so there’s a lot to celebrate and massively
high expectations to meet. But we’re always ready to outdo ourselves! The Microgaming Bar will play host to a number of special performances over the three days, with each
blockbusting event being accompanied by a superb DJ.

“Without giving too much away, attendees can look forward to a funky experience from our Village People game launch, and the 15th anniversary of our partnership with Square Enix for the Lara Croft brand will be celebrated with a suitably sensational reveal.

“Microgaming is also gearing up for several big milestones. Not only is the business celebrating its 25th anniversary, but after yet another huge jackpot win on our popular Mega Moolah slot, our progressive jackpot network is now beyond €1bn in total payouts.”

“ICE is the essential marker of where we are now and where we’ll be heading in the future“

Why is ICE such an important event for Microgaming?

“ICE is the essential marker of where we are now and where we’ll be heading in the future.
As well as exhibiting the sheer variety our industry offers, it’s an incredible platform from which we can observe emerging trends and transformations that are there to be embraced.

“If there’s a fundamental tenet that’s guided Microgaming, from back in 1994 when we created the world’s first true online casino software, to 2004 when we developed the first mobile casino software, all the way up to being the award-winning supplier we are today, it is this: our lifeblood is innovation, and we need to be creatively agile to keep it
pumping through our veins.

“It would be all too easy to stand still in a high-growth industry. You could allow it to perpetually expand around you, and let it hold you rigid as you ride the crest of a seemingly never-ending wave. But we’re not here to be carried along, and ICE isn’t just another marketplace; it’s a thriving hub of experience, insight and invention. It’s an opportunity for us to learn more from our operators.

“ICE is the eye-opening education that keeps Microgaming limber and thirsty for what’s coming next.”

How do you think the show has developed over the years that you’ve been going?

“Well, it’s a lot bigger. Looking back, it’s a near perfect reflection of how rapidly and widely
the industry has expanded in a relatively short space of time.

“For Microgaming, this means we’ve been able to evolve our demonstrations, creating bigger and more immersive experiences based around our world-class content. We’re entertainers at heart and ICE is the ultimate stage for gaming.”

“for every peak we scale,
there will always be a higher
one on the horizon“

What are you most excited about for the industry – and for Microgaming – in the coming year? 

“Innovation is the big, industry-wide ambition for the year ahead, and that’s profoundly
exciting for me. It means stepping outside our comfort zones and engaging in the bold,
creative thinking that is utterly vital in our ever-progressing world.

“The past year saw Microgaming make huge leaps as we extended our presence in regulated markets such as Colombia, Sweden, Bulgaria and Denmark. We picked up a number of awards along the way, launched 27 stunning games, ushered in a new era of prestige table games content, and our progressive jackpot network – the largest in the world – awarded a record-breaking payout of €18.9m through Mega Moolah.

“But for every peak we scale, there will always be a higher one on the horizon. Microgaming will approach 2019 with a galvanised pioneering spirit, leading the way with
innovative, diverse content, while always keeping an eye on the path less travelled.”

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Coleman was appointed into the CEO role in June 2018, after having served as CFO for almost 14 years, and is lauded as driving the company’s strategy and vision, diversified product offering, and position in the global gaming market.

Microgaming lauds Coleman’s leadership of the firm, which it says placed “employee wellbeing, safer gambling and corporate social responsibility” at the forefront of decision-making. 

Coleman explained: “I am honoured to have led Microgaming as CEO – such an incredible business and people. After 17 years at the company, this is a natural time for me personally to embark on the next adventure.

“Microgaming has a strong leadership structure in place and an exciting future ahead, and I am delighted to announce Andrew Clucas as my successor. Andy is a brilliant colleague, friend and leader, and I have every confidence that he will steer Microgaming to new success.”

Clucas joined the company in 2019 following an over 18 year career in the Royal Air Force as a wing commander. He has occupied roles across various operational areas of the business, including business development and sales, before being appointed COO in January 2018. 

Clucas added: “John has been an outstanding leader and ambassador of the business for almost two decades, and I cannot praise him highly enough for his many achievements and contributions. 

“I am delighted to be picking up the mantle from him – being appointed CEO of Microgaming is an incredible honour, and I intend to lead the business with the very same passion and commitment.”

After joining the firm as senior manager of corporate affairs in March 2009, Clucas has since occupied the roles of head of poker, head of regulation, head of business development and sales, director of Quickfire and land-based, and most recently COO.

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Marking its contribution to Safer Gambling Week, the company noted that through its Microgaming PlayItForward social responsibility programme, it has widened its reach to Betknowmore UK, which received a donation to cover the cost of a year-long trial for weekly peer-led group therapy specifically for women. 

“The collaboration between Microgaming PlayItForward and Betknowmore UK has enabled the development and delivery of new research and support activities that address the theme of women and gambling harms,” noted Frankie Graham, founder and CEO at Betknowmore UK. “It is an under-resourced area and, quite rightly, now the recipient of increased investment.”

Following a donation last year, Microgaming again assisted Gordon Moody, as well as offering support to the families impacted by gambling. The latest contribution was earmarked for providing a comfort fund for the families of those under the charity’s watch, as well as to assist with the purchase of furniture for its women’s outreach project.

Furthermore, having previously assisted Isle of Man-based Motiv8 IOM, Microgaming has this year sponsored its gaming and gambling project set up specifically for young people.

Alongside the support schemes, Microgaming has also backed various digital projects, such as covering the promotional costs for a month-long social campaign for GamCare’s National Helpline. 

Meanwhile, mental health charity the Beacon Counselling Trust and the Young Gamers and Gamblers Education Trust received funding towards the creation of educational videos.

“We’re proudly standing in solidarity with all areas of our industry to support the Safer Gambling Week initiative, with a calendar of events to promote the Responsible Gambling  message across our business,” explained John Coleman, CEO at Microgaming. 

“Of course, it’s a conversation our industry should be having all year around, and one which we are committed to being a part of. I’m proud we have been able to support the invaluable work of a range of gambling-related research, education and treatment charities throughout 2021.”

Now in its seventh year, Microgaming PlayItForward continues to invest in a wide range of local and international community projects, under the three pillars of people, place and planet.

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As the title of the magazine suggests, Coleman is not the only industry leader to feature. In an exclusive feature interview, Elen Barber, chief marketing officer at Kindred Group.

Drawing upon lessons learned, Barber explains how Kindred Group has defied the challenges posed by COVID-19, before going on to discuss how the operator group has built a foundation for strong future performance.

We may not be able to physically travel at the moment, but this magazine promises to take you on a whistle-stop tour of the major markets around the world. 

In the US, MGM Resorts CEO Bill Hornbuckle addresses the change in attitude of the major leagues toward sports betting before turning his attention to Las Vegas’ recovery from the closure of land-based casinos. 

And sticking with the post-PASPA market, Arne Rees, Sportradar CEO for North America, gives his views on the intersection between media and betting in the US – stressing that “both sides feed each other”.

Jumping south to Latin America and Uri Levy, VP Business Development at Playtech, joins Fernanda Sainz, CMO Latin America at Wplay, to look at how Playtech has found its ‘natural home’ and audience in Colombia.

A quick step over to the UK and Matthew Hickey, CEO of Gordon Moody Association, outlines the potential outcomes for the impending Gambling Act Review before discussing why this can be a vehicle for shifting the national conversation around problem gambling.

One of the likely outcomes of the review is a ban on shirt sponsorships. Click here to find out why 32Red and LV Bet believe that removing the industry from the public’s eye at the very moment when operators are developing effective ways to communicate healthier gambling behaviour would not have the desired effect.

Ending on a more positive note, our lottery section celebrates the work done by lottery operators in the UK, Germany and Greece supporting local communities through the Covid pandemic.

The new issue of SBC Leaders is available to download or read online HERE.

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Hold’Em Poker is the first in a full suite of exclusive poker games scheduled for release by Microgaming, with follow-up titles such as Lucky Showdown set to be revealed in the coming months.

John Coleman, CEO at Microgaming, comments: “Hold’Em Poker will add a new dimension to our online casino vertical, introducing a range of fun and exciting poker games to our platform. Designed to appeal to both poker and casino players, these games will deliver even further choice to our customers as we continue to diversify and innovate our content offering.”

Microgaming will debut Hold’Em Poker during an exclusive release phase with select customers on December 1, with the game’s global launch scheduled for December 9.

Representing a new strategic direction for Microgaming, Hold’Em Poker is a classic Texas hold’em which aims to immerse players in a realistic poker room environment, delivering an exclusive online casino experience. 

The news comes just a few months after the closure of the Microgaming Poker Network, which provided online poker players with ‘unique and entertaining’ experiences for more than 16 years.

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The initiative provides a dedicated space at Microgaming’s headquarters in the Isle of Man for employees and guests to put forward suggestions and vote for the causes which they would like to see receive support from PlayItForward, now in its sixth year.

John Coleman, CEO of Microgaming, explained: “April 2020 marks two years since Microgaming PlayItForward officially launched a dedicated space for employees to nominate and vote for worthy causes close to their hearts, resulting in more than £120,000 being donated to charity. 

“The staff-driven initiative aims to drive employee engagement, encouraging active participation with our CSR programme, and giving us the framework to get directly involved in communities worldwide as we continue to do good and implement positive change.”

Since it officially launched in April 2018, the initiative has attracted over 7,800 votes and more than 55 staff suggestions. In 2019 alone, 12 charitable initiatives were voted for by staff to receive support from PlayItForward. 

In addition, over 30 worthy causes were put forward by staff, resulting in over £50,000 in donations, along with guidance, volunteer opportunities and practical support.

Some of the charities that have directly benefited through the initiative within the last year include Isle of Man-based organisations Huntington’s Disease Association, The Children’s Centre, Greenhills Sanctuary IOM, Victim Support Isle of Man, and Marown Bowling Club.

“Microgaming building a website for us will help us reach those families affected by Huntington’s disease who don’t feel they can attend a support group. Huntington’s is a disease that is very hard to talk about if you’re not ready,” added Helen Martin, chairman of Huntington’s Disease Association IOM. 

“The information on the site keeps them up to date with what we are doing and how we can help them – it is also great for raising awareness and funds.”

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The first release to come from Alchemy Gaming will be Wheel of Wishes, which launches exclusively to Microgaming customers in Q1 2020. While spinning together Albanian wealth and magic, the debut slot introduces a newly-revamped progressive jackpot, which has reportedly paid out over €1bn since its inception.

John Coleman, CEO at Microgaming, commented: “Marking the tenth addition to our growing network of independent game studios, Alchemy Gaming is set to add a quirky edge to our portfolio.

“The new studio adopts a scientific approach to game development, and the team are busy creating some brilliant features and visually impactful artwork. We welcome their unique personality and relentless drive to engineer thrilling gameplay experiences.”

With mathematics being at its core, Alchemy Gaming is boasted as a development studio, with a team of industry experts who work towards creating “gold standard” gaming experiences for both Microgaming operators and their players.

Rory Harpur, Head of Alchemy Gaming, added: “With a wealth of collective experience in the industry, we understand slots and players, and what drives excitement and anticipation in games.

“We love how great games balance mechanics and art to perfection. Our mission is to focus on creating a polished audiovisual experience that fully supports our game features. We are all looking forward to launching our debut game Wheel of Wishes with Microgaming.”

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Speaking exclusively to CasinoBeats after the CSR: The Key to Sustainable Gaming panel, Coleman explained that, as the industry has continued to evolve, it is becoming increasingly important for the gambling sector to continue the discussion on CSR. 

Coleman, who also collected a CasinoBeats Pride of Gaming award for his company’s CSR activities, told CasinoBeats: “I respect a lot of companies in this industry, and they do do a lot, but I think that what they do might not be well known. What I think we can do is to talk about it more. 

“Coming to conferences such as this, I’ve just come off of a panel where we’re talking about it openly, and this is the first panel I’ve been on where we’re talking exclusively about CSR. 

“Talking about it is certainly a start, and I think that in reality the industry in smaller areas does do a lot, but perhaps we need to look at things in a more consolidated basis which might get more public attention than what those individual companies do at the moment.”

Microgaming was recognised at the inaugural Pride of Gaming awards for the PlayItForward initiative, which supports a number of charitable causes. The scheme, which Coleman explains is entirely staff-led, has the primary intent of giving back and supporting the local community. 

He added: “It is really important to do good by our society and the communities we work in. Obviously with respect to the player base and those who play our games, it’s important that we look after those players as well.”

Watch the full interview with John Coleman here:

Learn more about Microgaming’s PlayItForward

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Microgaming, a Summit sponsor, is one such organisation that places CSR at the centre of its operation, with its staff-led programme PlayItForward. A current PlayItForward initiative sees Microgaming staff currently participating in the 2019 Deloitte Ride Across Britain.

Lauded as an “epic nine-day cycling challenge,” RAB covers 980 miles from Land’s End to John O’Groats, with the riders having pledged to raise at least £2,200 each as the team cycles its way towards a target of £15,400 for the charity.

With a number of delegates making the trip next week from Microgaming’s Isle of Man base, central to the Summit participation will be CEO John Coleman’s position on a panel entitled ‘CSR: The key to sustainable gaming’.

Here leading figures in the field of social responsibility explain why it should be at the core of a company’s culture, as well as how it benefits businesses as a whole.

Regarding his and Microgaming’s participation, Coleman commented: “We are delighted to sponsor the second CasinoBeats Summit, where I’m looking forward to speaking on a panel about corporate social responsibility. 

“Microgaming PlayItForward, our staff-led CSR programme, continues to make a positive difference in communities worldwide, and I’m keen to highlight where we are today with our commitments, which focus on supporting local and international charities, environmental sustainability, responsible gambling, and so much more. I’m especially looking forward to hearing how others are embracing transformative and positive change within our industry.”

Coleman is to be joined on Thursday 19 September at 14:50 – 15:30 by Yakir Firestane, director of digital at The Health Lottery, Jesper Karrbrink, exec chairman at Green Jade, Lee Willows, founder and chief executive at YGAM, with David Flynn, CEO of Swintt, taking up moderating duties.

CasinoBeats will welcome up to 1,000 delegates to West London on 17-20 September, offering visitors four conference tracks and unrivalled networking opportunities with as many as 200 operators present, along with regulators, leading suppliers, payment companies and marketers.

The exhibition floor will also have a safer gambling area, with stands from the likes of EPIC, YGAM, GamCare, GAMSTOP, GamBan, BetKnowMore and Mindway AI.

The conference takes place at Olympia London on September 17-20, alongside Betting on Sports – learn more and buy tickets for the CasinoBeats Summit here.

To find out more about sponsorship and exhibitor opportunities at the Summit, please contact sales@sbcgaming.com.

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The Microgaming Poker Network cessation follows an extensive internal review of the software supplier’s product portfolio and strategy, signalling the end of a network that has provided online poker players with a number of gaming experiences for more than 16 years.

In the run-up to the network closure, which will be fully detailed on the MPN blog in the coming weeks, access to online tournaments, promotions and cash games will remain available to players.

John Coleman, CEO at Microgaming, said of the decision: “The network model no longer fits with our strategic vision for poker, and this is the right time to announce the closure as we focus on redistributing key resources and personnel across the business. 

“While the network will be closing, this is not the end for poker at Microgaming, which is driven to create the most enjoyable entertainment experiences, leading the way with world-class gaming content. 

“Ultimately, this move will help the business to achieve that vision as we follow a new strategic direction for the vertical, details of which will be revealed in due course.”

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