Tag: Interviews

In this panel discussion, we ask four of the leading games studios what direction games studios are heading in and the trends they are keeping on top of in what is a fast-developing space

Panellists:

Vigen Safaryan, CPO, Galaxsys

Danielle Calafato, CCO, Gaming Corps

Anna Vikmane, Director, BETER Live

Julian Borg-Barthet, CCO, Lady Luck Games

How has your content given you cut-through and how has it developed since you first came to market?

Galaxsys: Our content has given us cut-through by offering unique and engaging gaming experiences to our partners. From the moment we entered the market, we have continually invested in research and development to create innovative and high-quality games that appeal to a wide range of players.

Our games are designed with the latest technologies and we also leverage customer data and feedback to refine our games and ensure they meet the evolving preferences of our audience.

Since entering the market, our content has evolved to offer a wider range of games, including crash-type games, turbo games, card games, and new, cutting-edge titles.

Overall, our focus on quality, innovation, and responsible gaming has enabled us to stand out in a competitive market and gain a loyal customer base. By continually investing in our content, we remain committed to delivering exceptional gaming experiences to our players.

GC: We started out in mainstream gaming, although that was some time ago now. We applied for our MGA license in 2019, which was approved in 2020. We then started by making slot games, pivoting briefly to instant win content like Mine and Crash games, where we knew there was a gap in the market and we could be competitive while we looked to bring in more experienced people as part of our longer-term strategy. We also produced table games that allowed customisation, from skin tone options on the 3D hand animation through to customer branding.

With the success of Jet Lucky 2 and Coin Miner, we were then able to action the goal of bringing in new people and had an influx of high-calibre staff who had a wealth of gaming industry experience under the guidance of Alex Lorimer, our Chief Operating Officer. Ultimately, this brought us almost full circle and back to the development of competitive slot development, with what has so far proven to be great results.

BETER: As a new company, we have been able to build our product from the ground up and this has been a huge advantage. It has enabled us to use cutting-edge technologies and the latest code, combined with the team’s incredible knowledge and experience, to build the foundation of our portfolio with core table games such as blackjack and roulette. We have also added innovations and new product verticals such as gameshows to our roadmap. Our strong technical base gives us the platform to do this while ensuring the quality of our games is second to none.

Our recently-launched Gravity Blackjack is a great example of how we have taken a classic live table game and given it the BETER twist. We placed multipliers on side bets to add more intrigue to each round. The player never knows where the desired multiplier will be and can try different combinations of bets to see what their luck will bring them.

LLG: We have always aimed to strike the balance between different while also developing games that players want to play. As a team, we are passionate and imaginative, and have always pushed the envelope when it comes to creativity and not being afraid to try something new. This approach has worked well and the feedback we have received from operators and players has been positive to a degree that we simply did not expect.

Of course, we have evolved a lot since our first game release and each title is better than the last. This is only possible because we listen to the feedback we receive from our partners and their players, and ensure it is implemented across our product roadmap. For example, this has seen us add ‘buy bonus’ options to our latest titles. But part of our job as a developer is to bring new ideas and concepts to the market that take players by surprise, so we are always trying to seek conformity while at the same time trying to break it.

To what extent has seasonal content helped improve your offering and what long-term value do these games offer?

GC: As a supplier, it is imperative we are tuned into current trends and can read into player appetites at any given time. For example, Christmas music works on games in December in countries where it is a celebrated occasion. It’s about tapping into a feeling or emotion and ensuring you have content to fit.

From a studio’s perspective, you’re always looking to serve content when the audience is most receptive; making sure the day and date a game is released is something that is considered with your audience in mind. There are multiple games on offer for special occasions, but fewer than there are general releases, so your competition is arguably lessened. If your content is good, the chances are by having seasonal content, you and your customer can see better rewards over these periods.

BETER: Seasonal content is important and always generates great results – both in terms of acquisition and retention – for operators. For BETER Live, we spent year one of operations being focused on putting the technical foundations in place and producing our portfolio of core live titles. Now we have moved into year two, seasonal content is very much included in our product roadmap. We have worked with a couple of operator partners already to customise tables around certain events. This includes a collaboration with our partners for the World Cup, where we changed the UI on our Top Card title to be all things football fever, with the dealer also encouraged to chat to players about the tournament. It was a huge success for both our partner and BETER LIVE.

It was actually a straightforward project for us to launch. Our cutting-edge platform and tech stack allows us to offer a personalised UI to all operators – even on our network tables – so it was a case of deploying this with Parimatch as well as making a few changes to the studio and of course briefing the dealer. It is certainly something we are now looking to do with more operators, as well as launching seasonal tables and games over the coming months.

Where do you think casino games/live casino can improve and what kind of innovations do you think we will see in this space in the coming years?

Galaxsys: First, I think by incorporating more gamification elements into casino games and live casino, we can increase engagement and loyalty.

Second, VR and AR technologies offer a highly-immersive gaming experience. We expect to see more VR and AR-powered casino games and live casino features.

Then there is social gaming, which is becoming increasingly popular. We are likely  to see more social gaming features incorporated into casino games and live casinos.

Finally, responsible gaming is becoming more important, and we anticipate more features and tools introduced to help players manage their gaming habits and promote responsible gaming.

GC: I believe there is finally a consensus from providers and operators that there is real value in offering alternative types of product. When you look at the slots space and put the most innovative product of today next to a game from 15 years ago, how much has truly changed beyond the game aesthetically looking a lot more modern and polished?

If we look at mobile gaming, we can see a big trend over the last five years where social elements are becoming increasingly popular; things like sharing your wins or communicating in a live channel. Live casino has begun to take shape recently to include this, but casino games are only just moving in that direction.

BETER: When it comes to live content, the sky really is not the limit and I think we will see great strides taken with the gameshow format. Of course, such is the scope of what can be done with live content, I think we could ultimately see new formats land in operator lobbies, including live crash games.

LL: The problem with innovation is it always leaves a portion of the market behind. Just because I can afford to play and want to play does not mean I can access a live dealer studio on the go; even in the UK, mobile infrastructure is limited and not consistent. Socially, I want to play on my own terms and that is fast and discreetly on my phone.

Also, disabilities are wide-ranging, and sight impairment is something we need to be aware of, so this means everything should be crystal clear, easy to find, and highly entertaining. This might not be the sort of innovation we often talk about, but for me, it’s just as important as new pay ways, crazy mechanics and big bonuses.

There has been an influx of games over the past 12 months that use the compelling Hold and Win mechanic. With Playson’s newest slot on the block, Royal Joker: Hold and Win, likely to be a huge hit, why does this classic offering continue to be so revered amongst players? We spoke to Natalia Shkarbanova, Product Owner at Playson, to understand the inspiration behind Royal Joker and the future for this series of slots.

What inspired the creation of Royal Joker: Hold and Win?

We wanted to extend the experience of our hugely successful game Royal Coins 2: Hold and Win, and enhance it further with the attractive character and additional features that we have at our disposal. Since the game is based on the traditional 3×3 fruit theme, we selected a joker as the game’s main focus because he is a symbol commonly used within classic games and is very familiar to players, both new and experienced.

You can expect the joker to have a significant impact on the game’s output as his presence within the reels has the potential to mix up everything, and that’s exactly what he does in this new game. Meanwhile, a range of engrossing mechanics and crisp audio-visuals promise a truly engaging spectacle and we look forward to witnessing what sort of impact this game will have on the market.

Talk us through the gameplay, what are the key features that players can experience?

We’ve added the joker and his multi-player feature on top of the Hold and Win mechanic that was used in Royal Coins 2. This significantly diversifies the game and players can expect to go on a journey where bigger wins are more accessible.

The Bonus game has been strengthened with the inclusion of the Joker’s Multiplier feature. Any Joker symbols that appear on a specific cell during this game mode leave a x2 multiplier as a parting gift. As the Bonus game progresses, a Joker symbol that lands on a multiplier in the same place will increase the multiplier by one until the game stops.

There is also our interactive Pile of Gold feature, which can randomly trigger access to the Bonus Game during the main base game, as well as add symbols with x2 multiplier during the respins mode.

This is the latest addition to Playson’s “Royal” series of games. Why have previous hits such as Royal Coins 2: Hold and Win proved so successful?

These games offer an immersive bonus game experience that combines the advantages of the usual Hold and Win mechanic with the fact that the player can collect winnings from many coin symbols and is not limited by the size of the 3×3 game field.

As I touched upon previously, the Pile of Gold feature is a fantastic edition to our portfolio of slots. Players have been able to interact with this feature on some of our most renowned titles, and it has proven to be a real hit. This feature provides a different twist for players from other classic features they may find on other slots so it shows that we want to continue to innovate.

Royal Joker also marks the latest Playson game to feature the Hold and Win mechanic. How do you ensure each game is different to others and is appealing to players?

We have tried to preserve the much-loved and admired experience of Hold and Win games, but also adapt it to the limitations of a small but simple 3×3 field, turning it into a fantastic product for us as we continue to scale the heights of the iGaming world.

Our adaptations of the Hold and Win mechanic have been subtle, as we don’t want to forget the main theme and focus behind this captivating feature. However, we’ve now added multipliers, allowing players to have an infinite variety of positive experiences within a single product.

The biggest advantage about Hold and Win is the fact that it is a staple of casino games and has been for a long time, so players can easily recognise and relate to it. With players and operators expecting to see casino offerings evolve, the development of this mechanic has been a huge success for us.

Why would Royal Joker complement an operator’s existing casino offering?

Royal Joker is an enhanced and more volatile variation of Royal Coins 2, which proved to be a very successful project. Thanks to the overall package of this slot, the brilliant combination of engaging mechanics and beautiful aesthetics, we are confident it will deliver strong engagement for players. Operators can trust that Royal Joker will resonate with a wider audience.

Lastly, can you give us an indication on whether you have any plans to broaden your series of “Royal” games, as well as launch new Hold and Win variations?

We truly believe that the Hold and Win mechanic still has plenty to offer to players and we plan to expand our portfolio as the year unfolds. There are always discussions about broadening such a successful chapter of games like our “Royal” offering and there is great news on the horizon as Coin Strike, the next game in this enchanting series, will be released very soon.

High 5 Games bolsters their executive leadership team with Chief Technology Officer, Chris Armes.

Chris brings to High 5 Games the experience of having managed global engineering teams for several Fortune 100 companies over the past 25 years. Since moving into iGaming in 2017, he’s never looked back and compares the burgeoning industry today to the dotcom business during the boom in the mid to late 90s.

In his position as CTO, Chris works closely with Jerry Wilson, who is in charge of creative strategy for game content and brands at High 5 Games. Another ally Chris counts on to help him meet deliverables is Gino Fratto, who leads the product and project management teams.

We put Chris under the spotlight to answer a few questions about what led him to High 5 Games, his management style and the challenges and opportunities presented by his new role.

Could you please tell us about how you got to where you are now?

Chris: My background is in software development and engineering on large-scale international projects. Throughout my career I’ve been fortunate to have been part of and manage many high-performing global teams across the full spectrum of the delivery experience. In every organization where I’ve led technology, my strong suit is the ability to balance product and customer needs to ensure the success and sustainability of any solution my team delivers.

How do you see your role as the CTO at High 5 Games?

Chris: I’m responsible for leading the development and implementation of the technology strategy for High 5 Games. This involves overseeing everything from building platforms to developing the technology behind H5G’s industry-leading games. Another key process I must carefully manage and oversee in my CTO role, is taking fresh products and features through the rigorous phases of testing and deployment before they are brought to market for our customers.

What is the best way to build and nurture a technical team in the iGaming space?

Chris: As a leader of a tech organization, you and the business are only as good as the team you build, which is why building the best technical team is your key to success. iGaming today reminds me a lot of the dotcom business during the boom when business differentiation was by finding people with the right kind of experience to join their team. Having a globally dispersed business is an opportunity to build a more talent-diverse team but close collaboration must be a focal point to get the most out of every individual.

How do you approach the challenge of aligning your engineers and developers with the broader objectives of the business?

Chris: The best way for teams to see the value of their work and how it contributes to the company’s vision, is to communicate these goals across the entire organization. This communication should be ongoing so that it forms part of the culture and everyone is aligned with these objectives. The biggest challenge often lies in balancing technological innovation with time to market. Engineers and product managers must be adept at delivering solutions through a phased approach. Being agile helps to ensure continuous innovation while at the same time preventing bottlenecks when a final product can’t be delivered all at once.

How do you balance the need for innovation with the stability and reliability required in a tech environment?

Chris: It’s important to have a regular release cadence for products and features which accounts for factors such as quality and time. If a technical solution is not ready for release, it’s often better to hold off and prevent a negative customer experience. The ‘tech debt’ that can accumulate when choosing an easy quick-fix over a better, more time-consuming solution, is another key consideration when project planning. I strive to create a team environment where we are not only solving problems but continually disrupting, so time is built into sprints for not only addressing the unexpected but innovation as well.

“As a leader of a tech organization, you and the business are only as good as the team you build, which is why building the best technical team is the key to success.”

What challenges/opportunities does the industry present to women in Armenia?

Nora Galstyan: There are over 20 iGaming industry representatives operating in Armenia, developing software products and making them available worldwide.  Taking into account that about 40% of staff in iGaming companies are women, it’s a statistically proven fact that the opportunities given are manifold, and being a woman does not create any barriers in becoming a good specialist and having a great career in this industry.

Tatev Harutyanyan: As cliched as it may sound, I love my country, and one of the reasons is the equality and the respect that Armenia has for women. To put a long story short, we have never had such a notion that women are supposed to earn less than men for doing the exact same job simply because of their gender.

It doesn’t mean that we don’t have challenges or obstacles when being in an industry that is potentially more inclusive towards men. Rather, it’s about your own mindset and your perception of the situation: a challenge – which must be turned into an opportunity.

From the start of your working career, how have things improved within the industry for women?

TH: We’ve had immeasurable progress within the industry (speaking globally here). Being in iGaming since 2016, I have seen the progress that women have been making and we could see more female C-level executives and consultants being hired, not to mention codes of conduct being created to ensure that the industry refrains from exploiting women, particularly at trade shows. It’s all about respect.

NG: It was challenging for me, because I came from the pharmaceutical business to iGaming. Let’s say from a highly bureaucratic, stable industry to a very fast changing, flexible environment where you really need to go the extra mile if you want to meet the industry’s standards and regulations. As a result of this, you are in a constant learning loop and you grow as a professional, irrespective of your gender.

How does Technamin support women within the workplace environment?

NG:You are encouraged to bring your ideas to Technamin and make them happen!

No matter your gender, race, ethnicity, religion, or disability, our company gives you opportunities to use, grow and not be afraid to stumble along the way.

We have equal leading positions in the company which are run by women. I think that’s a clear indicator of how Technamin treats women, creating a safe space which welcomes and values everyone’s input.

TH: At Technamin, we have zero tolerance for discrimination, and truth be told, we don’t even need to touch base on the topic of harassment as it is so non-existent. Speaking about it would not be even feasible, as it will never be an issue in our company. We focus on equality, and everyone here is respectful of fellow employees, giving each of them a fair and just opportunity.

Furthermore, our example here at Technamin challenges our fellow companies to, in turn, challenge their own gender stereotypes and make the workplace a safe environment.

Why is International Women’s Day such an important landmark within the calendar?

TH: It’s a celebration of a milestone per se – the milestone of the progress we’ve made over the decades. A day when we can celebrate the achievements of women without any gender bias.

Obviously there are other days which we celebrate as women, such as anniversaries, birthdays and Mother’s Day, but those are rather individual. International Women’s Day, on the other hand, is celebrated on a global scale so it is a truly unique day.

NG: I think that the message which International Women’s Day is spreading is how crucial it is to lay foundations on which women can actualise and exceed their full potential in making a social impact, sans discrimination.

It is also the perfect opportunity to not only look back at what women have achieved over the years through their unity and strength, but also what that unity and strength yields for the present and the future. There are so many accounts of these accomplishments that we can celebrate, learn from and get inspired by.

Could you introduce yourself to our readers? What do you do?

I am COO at Slotegrator. I’m responsible for product development, technical part, support, project management office and client delivery department.

What exactly do we mean by technical standards? How do these standards impact the gambling experience for players?

Technical standards in the gambling industry mean that software products have characteristics such as innovation, development speed, the flexibility of new features, and wide platform functionality. We use technical standards and our work based on service architecture to make a valuable product for our clients. All this should be adapted to the needs of clients, as well as being intuitive and easy to use. Our partners’ goals and requirements determine our objectives, and we use technical standards and creativity to create products that meet the needs of the time. Standards in this case are quality criteria for us, as well as helping to keep partners and customers as secure as possible from problems in the gambling industry.

What are some of the most important technical standards that gambling operators should adhere to in order to meet player expectations?

Technical standards for gambling operators today should be integrated with the technological trends: AI, blockchain, VR etc. It’s really a dynamic area and we nonstop adopting it. As I said earlier, technical standards in the gambling sphere form the basis on which quality will be evaluated.

How do you think players’ expectations regarding technical standards have evolved over time? Has it always been something players consciously looked for or is it an only recently emerged concern?

Nowadays players have become more demanding and attentive to detail. And it’s not just about the game, but also the entire casino site and other gambling products. Every element of the business is affected. Players have professional-level expectations, and their requests have multiplied, but the increasing complexity of requests is motivating us to strengthen technically in order to satisfy our customers.

Are there any emerging technical standards or technologies that you think will have a significant impact on the gambling industry in the near future?

Among the top technologies that set the tone for our technical work is blockchain in different applications and artificial intelligence. These are no longer innovations — they’re trends that help us to create the most competitive products. In 2024, I suppose our new technical standard would include AI elements as the fundamental basis.

Also, I would like to mention using artificial intelligence in the operator’s decision-making. It is a great breakthrough for improving customer service in the gambling sphere. On the one hand, machines would replace people, but on the other hand, we could get completely new opportunities for technical improvement to our products that we haven’t discovered yet.

How important is transparency when it comes to technical standards in the gambling sphere?

Regardless of the field, any business’s reputation hinges on transparency. This is also in tune with the technical side of the issue because transparent and responsible businesses simply have more staying power. Slotegrator is committed to transparency when dealing with regulators, our clients, our partners, and ourselves — we’re always clear about what we’ll deliver, how we’ll deliver it, and when. We simply view it as necessary for long-term success.

What role do you see regulators playing in ensuring that gambling operators meet technical standards and fulfill player expectations?

Regulators’ demands are getting tougher. For the most part, they’re concerned with reducing problem gambling rates. Gambling is entertainment, and it’s important to keep it that way by preventing it from becoming a disease. Periodically, new requirements affect the technological side, which makes things more complex. If a company wants to operate in the gambling market, all of these requirements must be met. Our company stands for responsible business, so we always consider all requirements and amendments, and we prepare for each certification very carefully.

And another thing about standards: we always want to be sure that players are visiting a casino of their own free will, without the undue influence of aggressive marketing. Using ID technology, we can evaluate a player’s behavior on the platform and determine if they decided to play on their own. This is a top priority for casinos and platform providers like us, so we make sure to provide technical features to get it done.

Can technical standards limit the ability to innovate and to bring something completely new to the gambling sphere?

In my opinion, the standards are stepping stones. Yes, there are defined frameworks and requirements that must be met, but the challenge of meeting them helps us take the next step on the road to development. We have to work within the framework, but we also strive to adapt our products to meet the requirements. It’s a unique situation that we see as a way to grow.

Combined, it all helps to create amazing innovations that grow the gambling industry as a whole. We are always receiving new cases, researching best practices, and discovering new approaches. And this gives us motivation for development and renewal.

Slotegrator is a responsible business: our products are certified according to the standards of the industry and a certain region. We’re looking to expand the number of certificates for our casino solution platform and aggregator. This will help us to improve the quality of our products and make them even more competitive than now.

How does Slotegrator help gambling operators keep up with technical standards?

We always keep a finger on the industry’s pulse and follow changes at every level — legislative, technical, engagement, marketing, etc. That way, we can help our partners and customers solve any request, and show ourselves as a reliable partner.

What is the secret of Slotegrator’s success?

Slotegrator’s adherence to standards is emblematic of the quality of our products and our ability to adapt technology to fast-changing realities; the way we constantly meet technical standards flows naturally from our team’s undeniable flexibility. We prioritize listening to our customers, complying with regulatory requirements, and working according to the laws of the industry. This is the secret of Slotegrator’s success.

BetGames has certainly been making waves in the last few months with the launch of its revolutionary live sport vertical, Twain Sport.

Speaking with BetGames’ CEO, Andreas Koeberl, we sat down to talk all things live action, as well how Twain Sport’s big bet on engaging the Tik Tok betting generation with the latest in short-form, high turnover betting action is already proving a success.

Congratulations on the launch of T-Kick! Given football is the world’s most universal sport, how big are your global plans for this unique hybrid version of live football?

AK: Thanks a lot. I’m incredibly proud of the team for making it happen right before ICE, which provided the perfect stage to showcase our revolutionary product to the global iGaming industry. Our ambitions to be the best are high, and they have to be, as football is the biggest sport in the world – no matter if you look at as a sports fan or punter.

So, the answer is quite simple: we want to push T-Kick out into all continents starting with our home markets in South Africa and Europe, where we’re already one of the best in live entertainment. The great thing is that all operators who are already live with T-Basket can just switch T-Kick on without any effort, which gives our tier-one partners an excellent springboard into instant success.

Going into this hybrid adaptation of live football betting – can you talk us through how it works and how T-Kick is positioned to benefit your big-brand operator partners?

AK: In general, we position T-Kick as a complementary product to tier-one sports, which provides additional engagement and revenue, rather than cannibalising sportsbook. For us, it’s all about being complementary to sporting fixtures, and with more than 10,000 T-Kick and T-Basket matches a month already, we offer operators a perfect product for both off-peak hours and in-between major sports matches.

To complement sportsbook, this means a full head-to-head tournament every single hour. This gives our operator partners a sticky product that is also the exact short-form, live action that players want – before, after, or during a Champions League match … or even at half time! Not only that, now that we have two sports – T-Basket and T-Kick, players get 30 super quick matches with immediate settlement each hour. This idea to offer complementary unique content is in our DNA at BetGames since the company’s inception, and we’re sure that with the next stage in our evolution, we’ve got aperfect product.

Does BetGames and Twain Sport believe that short-form, live action is the future of live betting and how does this fit for the new generation of players?

AK: The question on how to engage Gen Z is probably the headache for every operator and supplier in the industry. I think there is no recipe or right answer. What we do know, is that we have to think differently and try out whole new ways of engagement involving different channels and forms of entertainment. Thinking that one specific product can fix the aforementioned headache is probably naïve here. When it comes to TWAIN SPORT, we see that the average age of our players is around 25 years old, and given the nature of the product, being action packed and quick, we seem to be appealing to new generations with a ‘Tik-Tok’ style demand for short-form content. Furthermore, the ease and understanding of our product means that we can cater to newer, casual players.

Our European Gaming readers all know about the value of retail across the likes of Belgium, Austria and Germany, can T-Kick work in betting shops just as well as it does online? 

AK: That’s a great question. So far, we are live only in the digital world with around 40 brands – although certainly got some exciting plans for retail coming up.

When it comes to the mechanics of the product, given that T-Kick offers a full football tournament every hour, it makes it a very suitable product for the social environment of a retail shop. The appetite we’re seeing from operators really underlines that. We’ve already signed several major contracts across Europe to put the product onto SSBTs and on-screen in shops, with the first retail launches to be expected in early Q2, so watch this space!

Last but not least, when it comes to boosting player engagement and incremental revenue – can you talk us through who T-Kick will be go live with and how can it make a unique impact for operators looking to acquire new players?

AK: We’re aiming to launch it across at least 80% of the existing BetGames estate. As we are live on 1500 websites globally, you can get an impression on what we are aiming for. We were lucky to have amazing partners with the likes of Betway, Hollywoodbets, TopSport, Betsson, and many more who’ve launched already. Interestingly, about a quarter of the brands that went live with are new for us, so we’re already able to see that we have a product that is giving us a real net growth.

From the operators’ side, I would like to reiterate the biggest strength and value we’re bringing to the table, it’s all about providing the perfect complementary product to tier-one sports that excites and engages a next-gen, casual audience. Not only that, but we’re also bringing some much-needed innovation into the retail world that can attract new demographics of players.

To add to that, integrity is at the heart of TWAIN SPORT given our partnership with Sportradar, so especially in an environment with tighter and tighter regulation like Europe, we offer something really innovative in line with the regulations of the MGA, UKGC and other major European frameworks.

With Markor Technology recently partnering with Ibex.ai to strengthen the range of solutions it can supply to  partners, we sat down with Thomas Aigner and Melissa Summerfield to discuss the benefits the tool offers CRM teams and the impacts of AI and machine learning in the wider iGaming industry

Before we get into how Markor will utilise Ibex.ai to strengthen its client offering, can you tell us a bit more about the company’s core concept and how it differs from other rule-based AI systems?

TA: When Ibex was started, our core focus was to really look at each player individually and come up with ways to maximise their lifetime value. We weren’t happy with the level of personalisation and automation that existing technology could deliver, so we set about re-thinking the process of a CRM campaign from the bottom up. With the machine learning models that Ibex utilises, it’s able to create a full profit/loss calculation for individual players that takes into account everything from the payment method they use to the costs of sending a bonus via SMS or email. From these calculations, the system is able to implement the action that has the highest impact for each player while also learning and optimising its models based on the previous outcomes. In this respect, Ibex differs from some of the more traditional, rule-based systems – where CRM teams usually still have to build a customer journey to trigger their desired action – as it provides a true level of automation by constantly A/B testing its approaches and evaluating their performance without the need for manual prompting from the user.

Last year, Ibex.ai was involved in a ground-breaking trial where it was pitted against a human CRM team and delivered some pretty convincing results – what factors helped contribute to its success?

TA: Over the course of that study, Ibex delivered a 20% increase in NGR and a 17% decrease in bonus spend when tested against what a human CRM team was doing. One of the keys to this success was the fact that our technology doesn’t need to create and target customer segments in the way that a traditional CRM team does. Instead, we looked to fundamentally overhaul the approach taken by CRM teams and place a greater emphasis on targeting each individual player, meaning that the bonuses Ibex offers are 100% personalised. Additionally, Ibex can look at how each player reacts to its offers and use this data to automatically decide and trigger the next best action specifically for them. This is known as level five automation and means it can build optimal models by itself, with CRM teams then being able to look at its choices, understand the actions and use them to come up with new campaigns.

Another perk of Ibex’s approach is that the system is able to quickly identify bonus abusers, who obviously have a big impact on a CRM team’s overall profit/loss figures during each campaign. Whereas manually rooting out bonus abusers and segmenting them accordingly is a costly and time-consuming process, Ibex’s personalised, player-by-player approach means the technology can easily spot signs of bonus abuse and decide that the best action in these cases is often not to issue any offer.

The increased use of AI in traditionally human operations is something of a hot topic at the moment – is Ibex.ai intended to replace CRM teams entirely or merely supplement what they currently do?

TA: This is a really important question and one we get asked a lot because of the high level of automation Ibex can deliver. Our AI is not at all intended to replace CRM teams or take away human jobs, but rather to enhance their current capabilities by removing some of the day-to-day legwork. This gives them more time to focus on building creative campaigns and optimising their overall strategy, which can in turn help them increase profits without taking on further costs. With this in mind, CRM teams shouldn’t be fearful about AI replacing them, but should instead be experimenting with it and learning its capabilities so they can better understand how to work alongside it in future.

How will automated technology such as Ibex.ai enable online operators to better structure their CRM teams going forward and will it allow for a more efficient distribution of resources in future?

TA: We’re already starting to see this with our current partners. By using an AI like Ibex, it’s possible to take some of the manual legwork out of the CRM process – i.e. defining a target group and then scheduling/executing a campaign – which in turn gives executives more time to focus on the creative side of things and how they refine their top-level strategy. One of the important things to remember about Ibex is that it’s not a content generating AI, but rather one takes all of the templates and bonuses that are already in place and combines them to get the most optimal results. As such, removing a lot of the manual admin can give CRM more freedom to focus on creating better content.

From Markor Technology’s point of view, how does partnering with highly-specialised companies such as Ibex.ai enable you to enhance the service that you’re currently able to offer your partners?

MS: Markor has always been focused on providing innovative solutions for our clients – and one of the value propositions that we pride ourselves on is that our iGaming technology is powered by AI and machine learning. The role of this technology is to make people’s lives easier, so by onboarding specialised partners such as Ibex, we can automate more, decrease human error and track data so it can drive informed, real-time business decisions. By streamlining operations in this way, we save our clients’ time so they can focus more on high level topics such as branding and business development.

Can you tell us a little bit about some of the advantages that Ibex.ai gives to your online casino partners and how the technology has been incorporated into your current PAM platform offering?

MS: One of the main benefits that Ibex has delivered for us is that it intelligently targets customers and increases their lifetime value – two things that have already been backed up by the company’s reports. By constantly A/B testing its actions and learning from the results, Ibex is able to consistently choose the optimal offer or reward based on the projected value of each player, meaning once a network of campaigns has been set up, CRM teams will be free to focus on their overall user strategy.

Andrzej Hyla, Chief Commercial Officer at Wazdan, sat down with European Gaming to discuss its plans for the biggest trade show of the year.

Wazdan will be returning to ICE London 2023, what can we look forward to seeing at your stand this year?

We’re very excited about our exhibition at ICE London this year, and we have many things in store for our partners. First and foremost, we look forward to welcoming visitors for a drink at our bar and showcasing our premium offering at our stand, N7-420. Delegates can expect to see both the latest and upcoming titles that are packed with innovative and engagement-boosting features , including: Power of Sun™: Svarog, Hot Slot™: 777 Stars, Hot Slot™: 777 Rubies, Hot Slot™: Great Book of Magic, Mystery Kingdom™: Mystery Bells, Hot Slot™: 777 Cash Out, Hot Slot™: 777 Coins, and 12 Coins™ to name a few.

Wazdan has also prepared a special surprise for our visitors, a Mystery Box Giveaway. Attendees can claim a Mystery Box here and get a special coupon that entitles them to receive some amazing prizes, such as exclusive merchandise, Apple AirPods, fine spirits including Glengoyne 30-Year Old Highland Single Malt Scotch Whisky, and even a chance to go on a luxury trip!

We’re very much looking forward to showing off Wazdan to the world and meeting our dear partners.

How has Wazdan been preparing for the event?

As always, it’s been a busy time at Wazdan as we always do our best to put on an excellent exhibition for our visitors. We’ve been working hard to enhance the in-game features and to perfect the  games’ design to ensure they’re ready for action on the big day.

Meanwhile, Wazdan team is preparing for the show by scheduling meetings with our partners, as well as getting the gifts ready for the Mystery Box giveaway.

We are also being kept busy with two awards ceremonies. Firstly, our top-performing 9 Coins™ slot has been recognised and shortlisted for the Global Gaming Awards, with the awards ceremony being held on the 6^th of February. Additionally, the Online Sports Betting Operator category is being sponsored by Wazdan, and Michał Imiołek, our CEO will be a part of the judging panel for the entire event. Wazdan has been also nominated in two International Gaming Awards (IGA) categories, which results will be announced at a prestigious ceremony during the week of ICE London 2023.

Following a string of new games in January, can you tell us a bit more about the upcoming releases you have in store?

We started off this new year with amazing titles that are getting recognised already. The Power of Sun™: Svarog slot, which features the popular Hold the Jackpot bonus round, as well as our flagship engagement-boosting Cash Infinity™ and Sticky to Infinity™ tools, has been shortlisted for the One to Watch Award by SlotsWise. Last week we’ve also released a new retro title, Hot Slot™: 777 Stars, which attracts players with a thrilling 9 Stars Jackpot and sets the path for the new editions of the series.

Since the Hot Slot™ series proved to be a tremendous hit with players when it was released last year, we have prepared a number of new impressive classic slots. These include an easy-to-understand Hot Slot™: 777 Rubies with four Jackpots that are easier to hit thanks to the Magic Respin feature, as well as Hot Slot™: Great Book of Magic with entertaining Free Spins with Expanding Bonus symbols and engaging Collect to Infinity™ and Sticky to Infinity™ mechanics. Coming next will be Hot Slot™ 777 Cash Out and Hot Slot™: 777 Coins, both with a brand-new Cash Out feature.

We’ve also got a surprise in store for players with Mystery Kingdom™: Mystery Bells, which offers some ultra-engaging features like Cash Infinity™, Hold the Jackpot, and the innovative One Click to the Grand Jackpot mechanic. Rounding off our new releases we’ve got a return of Cash Infinity™ in 12 Coins™, as a new addition to our top-performing game series.

Wazdan has already outlined its exciting roadmap for the first quarter of this year, what else can we expect in 2023?

This year we really want to focus the operator’s attention on Wazdan’s Cash Drop and Mystery Drop promotional tools which have proven to deliver great results.

During ICE, we will also be inviting operators to join our network promotions which include an eye-catching prize pool of €1,000,000, fully covered by Wazdan, as well as full technical support, all marketing assets and graphic materials, and a free opt-in. The whole setup is in our back office so there’s no effort required on the operator’s end.

With our Mystery Drop promotions, players will be able to win instant cash rewards in our top-performing slots, including 9 Coins™, Burniing Sun™, Magic Spins™, Power of Sun™: Svarog, and Hot Slot™: 777 Crown. As a supplier of premium games, we feel it is important to captivate players with new engaging content and promotional tools and that will remain a priority for us as we tackle 2023.