Writing for CasinoBeats, GAMOMAT hails the launch of a ‘glittering addition’ to its Crystal Ball universe next week, along with the bold prediction that it’s going to be a smash hit.   

Much has been made of the impending release of the sequel to GAMOMAT’s hugely successful Crystal Ball and the time is nearly upon us. On October 17th, the igaming world will be able to immerse itself in Crystal Ball Multi Symbols – which is predicted to be a smash hit. 

GAMOMAT’s passion for games has never been stronger. The inaugural Crystal Ball first appeared on the scene as a land-based game, before its online version won huge acclaim. It was an instant hit when it launched for land-based players, and anticipation for its online iteration is gaining momentum as the release date approaches.

GAMOMAT is all about delivering outstanding gaming experiences for slot fans across the globe. This has grown the company’s reputation across the industry for delivering unique and mesmerising gaming experiences, and with the upcoming release of Crystal Ball Multi Symbols, GAMOMAT’s position will only grow stronger.  

Like its predecessor, Crystal Ball Multi Symbols unfolds in a mediaeval world of fantasy ruled over by an all-seeing sorcerer who returns once again. An ominous castle dominates the brooding skyline. It will be a glittering addition to GAMOMAT’s Crystal Ball universe.  

The game design team’s philosophy focuses on engaging mechanics that consistently deliver entertainment.  

The powerful Crystal Ball acts as both the Scatter and Wild, triggering 10 Free Games when three, four, or five appear on screen. Before the engaging feature begins, a bonus symbol is selected, and players have the chance to win additional Free Games if any of the nine bonus symbols transforms. 

If three, four or five enchanted Crystal Balls are uncovered in the feature, the player will benefit from another regular symbol transforming into a bonus symbol. This magical mechanic continues until all nine symbols are transformed in the round or the Free Spins counter runs out.  Additionally, 10 extra Free Games can be won each time the spell is activated. 

A spellbinding soundtrack adds another layer to the experience. The game’s sweeping score carries players deep into a world that heightens the mystery surrounding the sorcerer and aura of the Crystal Ball. Underneath this soundscape is a robust math model that guarantees fairness and balance in the game. 

Players can also enjoy the comforts of the classic Card Gamble and Risk Ladder features that together build the anticipation of potential winnings. 

On October 17th, Crystal Ball Multi Symbols will be ready for players to enjoy. Who is ready to peer into the Crystal Ball and discover what may lie ahead?

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That’s the view of Itai Zak, Executive Director of iGaming at Digicode, who offers useful insight into how these alliances have such a profound influence on the business. 

In a recent interview, you talked briefly about collaborating with top-tier igaming companies, as well as forging partnerships with some Fortune 500 firms. How difficult is it to forge these kinds of partnerships and what value do they bring?

Forging partnerships with top-tier igaming companies and Fortune 500 firms requires both time and a deep understanding of the unique needs of each partner. It’s not just about building technology but about building trust and mutual respect. At Digicode, we’ve positioned ourselves as a reliable, independent partner by demonstrating our ability to solve complex challenges across various markets and jurisdictions. This reputation has allowed us to form these strategic relationships.

The value these partnerships bring is significant. Collaborating with leading tier-one igaming companies enables us to access cutting-edge technologies and vast resources. This collaboration allows us to offer our clients more innovative, scalable, and cost-effective solutions, such as optimising cloud infrastructures to reduce IT costs. By working with these top-tier partners, we ensure that our clients benefit from the highest industry standards and advancements. 

Working closely with Fortune 500 companies elevates our standards and pushes us to continuously innovate and refine our approach, which ultimately benefits our entire client base. Whether we are supporting a B2C operator in multiple jurisdictions or helping a tier-one supplier deliver groundbreaking games, these partnerships ensure that we are always ahead of the curve, offering unmatched expertise and value.

Being associated with industry giants such as Microsoft, Google, and Amazon is no bad thing for Digicode’s reputation as an expert in its field. Can you tell us about any other ways that these relationships have had a positive impact on your business?

Our partnerships with tier one igaming companies significantly enhance our ability to address complex challenges and deliver high-quality, tailored solutions. The association with industry giants such as Microsoft, Google, and Amazon also plays a crucial role by providing additional technological resources and support. For example, one notable case study involved working closely with a leading tier-one online gaming operator, where we successfully optimised their cloud infrastructure and reduced their annual IT costs by 20%. This demonstrates how our strategic alliances and our focus on igaming companies drive value and support our clients’ growth.

For example, one of our most notable case studies involves working closely with a leading tier-one online gaming operator. The client was facing escalating IT costs and performance challenges with their existing infrastructure. We conducted a thorough assessment of their cloud architecture and identified key areas for improvement. 

By implementing more efficient cloud storage solutions, improving scalability, and using the latest cloud-native tools, we significantly enhanced the operator’s infrastructure. Additionally, we optimised certain components related to their CRM, which improved data flow and enhanced the speed and performance of their websites. This was critical for ensuring a seamless user experience, especially during peak times. 

As a result, we were able to reduce the client’s overall annual IT costs by 20%. This not only provided immediate financial relief but also equipped them with a more flexible and scalable platform to support future growth.

These partnerships allow Digicode to deliver significant operational and financial value, as well as innovative solutions that are tailored to our client’s unique business needs.

You’ve also previously talked about how tailored solutions set Digicode apart from the competition when it comes to bridging the gap between the unique business needs of your clients. How much work goes into achieving that and what are the main challenges you have to overcome? 

A significant amount of work goes into bridging the gap between the unique business needs of our clients, and it’s something that truly sets Digicode apart. Our approach starts with understanding the client’s business from the ground up, not just from a technical perspective but from an operational, compliance, and strategic standpoint as well. Every client, whether it’s a leading B2C operator or a tier-one supplier, has its specific challenges, and we tailor our solutions to address those needs precisely.

One of the key elements that sets us apart is our innovative business model, which moves away from the industry’s typical revenue share approach. Instead, we provide pre-defined costs tailored to each client’s unique needs and complexities. This enables us to act as a true partner, offering full transparency and ensuring that our clients retain complete ownership of their intellectual property. Our clients can confidently innovate, knowing that the features and functionalities we develop specifically for them will not be part of a shared system used by other clients, including competitors. It’s a highly client-focused model that drives us to deeply understand their business processes, address pain points, and deliver tailored solutions that bring value from the outset of the partnership.

The main challenge is ensuring we deliver both flexibility and efficiency without compromising on quality or innovation. For instance, when redesigning a platform or optimising a cloud infrastructure, we must balance scalability with cost-effectiveness. A perfect example of this was our recent collaboration with a tier-one online gaming operator, where we were able to reduce their annual IT costs by 20%. This was achieved by redesigning and optimising their entire cloud environment using the latest technology, which also improved their CRM’s performance and the speed of their websites.

Our partnerships play a huge role here, allowing us to leverage cutting-edge technology to overcome such challenges. Additionally, our operational models are designed to fit the specific needs of each client. Whether we manage the project end-to-end or integrate it into an existing development cycle, we ensure that the solutions we provide are tailored to meet their immediate business needs and long-term goals.

Ultimately, the challenge is in aligning our deep technical expertise with the ever-changing regulatory landscapes and the specific requirements of our clients’ jurisdictions. But that’s where Digicode’s extensive experience comes into play—our understanding of the industry allows us to navigate these complexities efficiently and deliver results that drive growth and innovation.

You’re currently exhibiting at this week’s SBC Summit Lisbon. What are you looking forward to most about the event and is it likely to be used as a launchpad for your Digital Integration Hub?

We’re looking forward to the SBC Summit in Lisbon, as it’s one of the most prominent events in the igaming industry. It offers us a great opportunity to connect with industry leaders, explore emerging trends, and engage with potential partners and clients. We’re particularly excited to showcase how Digicode continues to lead in innovation, especially through our tailored solutions that directly address the evolving needs of our clients.

The SBC Summit will indeed serve as a key platform for the launch of our Digicode Integration Hub (DIH). The DIH is a critical component of our overall igaming solution, offering a scalable, flexible, and modern hub for integrating third-party services like content providers, payment processors, and marketing systems. This is a game-changer for operators looking to streamline their operations, reduce integration times, and stay competitive in the long term. We anticipate a lot of interest in the DIH and are eager to demonstrate how it can benefit operators and suppliers alike.

However, it’s important to note that the DIH is just one piece of Digicode’s full suite of offerings. We provide a comprehensive range of igaming solutions, including the design and development of unique games tailored to specific markets, the personalization of player experiences, as well as sportsbook and casino platforms, among many other services. Our goal at SBC is not only to launch the DIH but also to emphasise that Digicode is a full-spectrum technology partner, capable of supporting all aspects of our clients’ igaming operations from game development to platform optimisation and beyond.

What other aspects of Digicode’s business will you be showcasing in Lisbon and what would be your message to delegates to encourage them to visit your booth?

At the SBC Summit Lisbon, we’re thrilled to showcase how Digicode stands out as a one-stop boutique for all the technical and product needs of igaming brands, operators, and suppliers. Our comprehensive suite of services covers everything from migrating outdated platforms to advanced and scalable systems to developing innovative and engaging new games. We also excel in the fast, smooth, and seamless integration of third-party value-added services, PSPs, and game providers into operators’ platforms.

Moreover, Digicode provides robust enhancement and support for existing sportsbooks, casinos, lotteries, and any other iGaming vertical. This all-encompassing approach underscores why we are the preferred and trusted partner for navigating the complexities of the iGaming industry.

Our powerful and experienced team of over 400 professionals who live and breathe the iGaming industry enables us to deliver exceptional solutions and support that drive our clients’ success.

Our message to delegates is simple: Digicode is your ultimate partner for every aspect of your igaming needs. Visit our booth to explore how our one-stop boutique approach, combined with our industry-leading team, can help streamline your operations, enhance your offerings, and propel your business forward. We look forward to connecting with you, sharing our insights, and discovering new opportunities for collaboration.

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CasinoBeats: Tell us how you first came to work with Indian Head Casino and what were they seeking to achieve from your services?

Manjit Gombra Singh: Indian Head Casino approached DruvStar seeking a comprehensive assessment of its current cybersecurity measures. They aimed to strengthen their overall security posture to ensure the utmost protection of their clientele’s sensitive information. In the gaming industry, where customer trust is paramount, the assurance of data security is not just a compliance requirement but a cornerstone of business integrity. DruvStar was chosen for our expertise and reputation in delivering advanced security solutions tailored to the unique needs of the gaming sector.

CB: What elements of your DataVision solution make it so compatible with Indian Head Casino’s requirements?

MGS: DataVision, an AI/ML data safety platform, was the perfect fit for Indian Head Casino’s requirements due to its robust data governance capabilities. Casinos handle vast amounts of sensitive data, including KYC details, wallet information, and gaming data. DataVision’s ability to provide comprehensive visibility into data access patterns and trends is essential in such environments, ensuring that any suspicious activities can be swiftly identified and remedied.

CB: What were your main challenges and how did you overcome them?

MGS: The primary challenge we faced was configuring the network and agent setups on the data server for effective AI/ML modelling. This step was crucial for enabling DataVision to accurately analyze and predict potential security threats. To overcome this, DruvStar’s team collaborated closely with the IT team at Indian Head Casino. Together, we defined a clear network route and established the necessary connectivity, ensuring seamless integration of our solutions with their existing infrastructure.

CB: In your opinion and based on your experience, what are the common mistakes and misconceptions associated with casino data protection and threat detection?

MGS: One of the most common misconceptions in casino data protection is the over-reliance on preventive and detective security measures. While these are important, they must be complemented by comprehensive business continuity planning and disaster recovery strategies. This holistic approach ensures that, in the event of a security breach, operations can recover swiftly with minimal impact.

Additionally, many organizations underestimate the importance of visibility over their data. Without a thorough understanding of how, when, and by whom data is accessed, casinos leave themselves vulnerable to both external and internal threats.

CB: What qualities would you advise operators to insist upon when seeking out services from a provider such as Druvstar?

MGS: When seeking out a cybersecurity provider, casino operators should prioritize three key qualities. The first of those is reputability. Choose a provider with a proven track record of delivering effective security solutions to the gaming industry.

Secondly, I’d advise them to insist on industry experience. It’s crucial that the provider has specific experience and understanding of the unique challenges faced by casinos.

Thirdly, evidence of innovative solutions. Look for a provider that demonstrates continuous innovation, particularly in developing in-house products designed to meet the evolving needs of the industry.

By focusing on these qualities, casinos can ensure they partner with a cybersecurity provider capable of safeguarding their operations against the increasingly sophisticated threats facing the industry today.

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CasinoBeats: Hi Itai, for those among our audience who might not be familiar with Digicode, tell us about the brand and its constituent parts.

Itai Zak: Headquartered in the US, with a strong presence in Europe, Digicode has been a trusted partner for igaming operators and suppliers since 2008. Our team of over 400 skilled professionals leverages extensive experience and cutting-edge solutions to serve our clients effectively.

Our collaboration with top-tier igaming companies, as well as our partnerships with some Fortune 500 companies, shows how serious we are about being excellent. We are a certified and platinum partner of some industry giants like Microsoft, Google and Amazon, something which provides us with the expertise and resources to innovate and build smart, cost-effective solutions for our clients.

What sets Digicode apart is our ability to bridge the gap between the unique business needs of our clients. Whether it’s well-known B2C operators navigating the complexities of multiple jurisdictions or tier one suppliers needing to deliver innovative games to various operators, we provide tailored solutions.

Our unique and highly experienced team of product and business experts, combined with our powerful army of 400 skilled technical professionals, allows us to successfully deliver complex projects. We have deep expertise in various technologies, enabling us to significantly reduce IT costs for our clients by optimising their cloud infrastructures and platforms.

Over the last 20 years, we have worked with multiple clients in different jurisdictions, gaining a thorough understanding of the unique technical requirements of each. This extensive experience, combined with our technical prowess, creates a winning team capable of meeting any challenge.

In response to the growing demand for our products and solutions, we established the igaming division of Digicode at the beginning of 2024. This division centralises the brightest minds in technology, product development and business strategy to provide even more effective, powerful and cost-effective solutions to our igaming clients.

CB: By way of a recap, how has trading been in the first half of 2024 and what have been the highlights so far?

IZ: The first half of 2024 has been exceptionally positive for Digicode, building on the strong momentum from the end of 2023. The demand for our services continues to grow, with more clients recognising the benefits of partnering with Digicode as their trusted technology partner.

In the past six months, we have secured several significant new deals. One highlight is a long-term contract with a leading B2B game developer, which will utilise our powerful and experienced game design and development team to establish a large production line as an extension of their development efforts.

We have also welcomed new clients from the sportsbook and casino sectors. These operators sought our expertise to maintain their legacy platforms and conduct in-depth technology assessments. Our assistance in upgrading their platforms to incorporate the latest technologies will provide their businesses with greater agility and flexibility.

Additionally, we’ve seen an increasing demand from clients needing help to quickly and effectively integrate new third-party content providers and payment providers (PSPs) into their platforms. To address this, Digicode has developed a dynamic and flexible integration hub. This solution significantly simplifies and enhances the process of modifying and adding third parties to our clients’ core systems, addressing a common pain point in the industry.

CB: Moving on to product specifics, what makes your igaming platform so unique in the marketplace?

IZ: What sets Digicode apart is the combination of a superior product, excellent service, proven technical expertise and – most importantly – our innovative business model. We focus on developing innovative solutions to address key industry challenges. Our expertise allows us to design and implement state-of-the-art platforms – flexible, adaptable, cost-effective, and efficient – for casinos, sportsbooks, lotteries, payment gateways, or any other igaming vertical.

Our igaming division has adopted a client-centred approach to costs, transparency and intellectual property ownership. 

Digicode distinguishes itself in the industry by avoiding the prevalent revenue share model. Instead, we implement a business model centred around pre-defined costs tailored to the specific needs and complexities of our partners. This unique approach allows us to support our clients as a reliable, trusted and independent technology partner.

Unlike other providers who merely license their products and systems to clients, Digicode ensures that our clients have full ownership and control over their products. We believe in safeguarding our clients’ intellectual property rights, ensuring that any innovation they develop will always remain their intellectual property. With Digicode, clients do not need to compete for priority over a shared licence system with other clients.

This client-centric approach, combined with our technical expertise and commitment to innovation, makes our igaming platform truly unique in the marketplace.

CB: You offer bespoke solutions in game design and development. Can you talk more about that and how clients can benefit from the service?

IZ: Digicode partners with some of the tier one giants in igaming to assist them in developing unique, appealing and engaging content for various markets and clients. Our team consists of over 100 professional designers and game developers with proven expertise and a track record of creating some of the best games in the industry.

We offer a range of operational models and structures tailored to best fit our clients’ needs. Digicode can establish an independent, self-managed team that receives high-level business requirements and takes control from A to Z. This includes everything from the initial game concept to detailed design, development, mathematics, testing and quality assurance.

Alternatively, we can seamlessly integrate into our clients’ existing development cycles. For instance, we can focus on the front-end side of game development, ensuring that the user interface and experience are top-notch. Some clients seek our help in porting their successful land-based games to online platforms, while others look to us to create bespoke games for specific operators, often for marketing and promotional activities.

Digicode’s extensive technical expertise spans various technologies, frameworks and platforms in game development. By partnering with Digicode, clients gain access to a wealth of experience and innovative solutions that enhance their game offerings and drive business growth.

CB: What new innovations can we look forward to from Digicode?

IZ: As we look ahead, several exciting initiatives are on the horizon. One of our key projects is the development of the Digicode Integration Hub (DIH). The DIH will facilitate the seamless integration of third-party value-added services, including content providers, payment processors and marketing systems, into our clients’ core igaming platforms. This robust and dynamic integration hub is designed to enhance operational efficiency, allowing our clients to integrate new services intuitively and swiftly, thereby maintaining their competitive edge.

Additionally, we have started recently a collaboration with a leading online gaming brand to develop an array of exciting new slot games and innovative crash games. Our professional and experienced team is working tirelessly to create engaging, high-quality content that captivates players and elevates the gaming experience.

We recognise that in today’s competitive market, differentiation is key to growth and increased market share. To support our clients in achieving this, we are placing a significant emphasis on UI/UX design and content personalisation. 

Moreover, we are exploring the potential of artificial intelligence to revolutionise the production and distribution of content. Our AI-driven initiatives aim to streamline these processes, enabling quicker turnaround times and more efficient content management.

The post Digicode: helping clients take control of their own commercial destiny appeared first on CasinoBeats.

CasinoBeats: Darren, you’re set to speak at the forthcoming SBC Summit in Lisbon. Can you give us a flavour of what you are planning to share with delegates at the conference?

Darren Calvia: I’m excited to be speaking at the SBC Summit in Lisbon and I plan to discuss some of the principal opportunities in launching new gaming brands in Africa, along with the significant challenges and headwinds associated with doing so. 

Additionally, our African brand Paridirect recently underwent a huge transformation and rebranding to PLAYONGO in July. This session will be particularly interesting as we explore how the brand continues to grow and meets new challenges.

CB: Can you share some unique insights about the African igaming market that you’ve discovered during Paridirect’s and now PLAYONGO’s entry and operation in the region?

DC: Africa is a fascinating continent, with each country offering a unique landscape. The betting and gaming industry in Africa is equally diverse. Being newcomers in Africa has been a steep learning curve as we have built a retail and online business from the ground up. 

For example, a unique insight we’ve discovered in the Democratic Republic of Congo is the high reliance on informal betting networks due to limited internet connectivity. Many players prefer placing bets through local agents using basic mobile phones and SMS services. This led us to develop a hybrid model supporting both online and offline betting. 

CB: What specific technological innovations did VeliTech bring to the table that significantly contributed to PLAYONGO’s success in Africa?

DC: The Veli Group unites both B2B and B2C directions and I am proud that our flagship B2C brand, PLAYONGO, was able to fully meet all operating needs using VeliTech’s proprietary B2B products. This has given us the flexibility and roadmap ownership to ensure we are always thinking Africa first. We are particularly proud that we do not need to involve any third-party solutions for our operations.

With internet and data challenges, our teams ensure that page load speeds and stability remain front and centre. We were able to customise our platform, engagement tools and payment solutions to suit the African landscape. We recently launched an ultra-localised, in-house sportsbook and developed innovative solutions like USSD betting and Buddy 2 Buddy. Buddy 2 Buddy is our in-house omnichannel cash deposit and withdrawal solution, linking our retail business with digital. We also have built a games studio to develop localised, low-packaged casino games for Africa, such as Crash Games.

CB: What were your expectations pre-launch and what are your initial thoughts having completed the process?

DC: It was harder than we thought! We knew that launching in Africa would be complicated but we have always maintained that the opportunity massively outweighs the complexity. This is bearing fruits now but patience is a mandatory virtue.

Localised teams are essential. Without our on-the-ground operations, we would never have succeeded. The local expertise and know-how are vital to overcome the daily hurdles that we are presented with. We all thought we were experts in betting and gaming but it has been a sharp learning curve for all of us.

CB: What would you say are the main challenges associated with launching in Africa and how did VeliTech help PLAYONGO overcome them?

DC: There have been a wide array of hurdles that we have faced and have had to overcome. Technology limitations, internet accessibility, data costs, power issues, smartphone penetration, a unique digital payment infrastructure and complexities of retail operations along with local regulation to name just a few.

The key to our success has been having the right technology to adapt to market challenges. This agility has allowed us to localise both the product and technology, ensuring we can quickly adapt to any new headwinds that come our way. Having this responsiveness and collaboration between our B2C brands and our in-house technology partners has been crucial in navigating the diverse and challenging African market.

CB: And finally, what qualities would you advise operators to look for when seeking out the technology products for new brand launches or market expansion?

DC: Like everywhere in the world, Africa is no different when it comes to speed and stability being non-negotiables. Overlaying this with light, adaptable and scalable technology that allows a simple customer experience and UI, that is localised to African players’ desires and product preferences will set them up for success. Keep it fast and keep it simple.

Africa is not a one-stop shop, each country is different and avoid that at your peril. Keep the product suite simple, ensure products are what players enjoy and keep innovating. With a population of almost 1.5 billion, Africa is on the cusp of a technology revolution. With rocketing smartphone penetration plus the likes of Starlink, this is the moment to ensure products are future-proofed for huge market expansion across the continent. 

When it comes to other operators looking to expand into Africa, the key to choosing a technology provider is finding one who listens to your brand’s needs and who is dedicated and responsive to the specific needs of your operation and territory, ensuring a smoother and more successful market expansion. The African betting market can be niche, so your chosen technology provider needs to be adaptable and just as niche as the market itself.

The post Darren Calvia: opportunity outweighs complexity of African igaming market appeared first on CasinoBeats.

He replaces company founder and sportsbook industry veteran Claus Rasmussen who will remain as Chairman of the Board and owner.

Sosnowski joins the firm after many years in the igaming industry, having held management positions and specialising in product and international business development. Notably, he has worked for Greentube and STS Gaming Group. 

In his new role, Sosnowski will be responsible for continuous platform and in-house tool development to provide solutions tailored to sports betting and online casino operators.

Commenting on his latest move, he said: “I have found experience with various gambling platforms, that’s why I’m very excited to discover the potential and quality of solutions offered by SB Software. The success stories of current clients, who are constantly growing their businesses using SB Software products, is extremely motivating.”

Rasmussen, who has been at the helm of SB Software since its inception 13 years ago, said: “We have reached the next step in the development of the company, that is why I have decided to strengthen the composition of the management further and pass over the steering wheel to Mr Sosnowski. 

“It was important to me that the new CEO not only knows and understands the specifics of the Polish igaming market but also has wide international experience. The decision was not difficult, Filip Sosnowski is one of the igaming veterans and additionally meets all requirements, which are extremely important to me.”

As part of his new role, Sosnowski will also have responsibility for team management. He concluded: “I’m pleased to have so many talented employees and professional experienced IT teams in our offices in Poland and Malta. I’m sure that together we will fully utilise the coming opportunities.”

The post SB Software confirms appointment of Filip Sosnowski as new CEO appeared first on CasinoBeats.

CasinoBeats: You’ve joined Slotsjudge as the company’s new Games Expert. Tell us more about your role and what it entails.

Pauls Špakovskis: Firstly I am thankful for Slotsjudge for this opportunity. As a game expert, my main goal is to do as the title says – analyse games and understand the things that people find most appealing and what works. I’ve spent most of my adult life in the entertainment industry and I’ve developed a knack for identifying attention-grabbing techniques.

CB: What are the advantages for companies like Slotsjudge in having a Game Expert on the team?

My background means I have a unique appreciation of what works in a game, how it works on me and what others may enjoy or not. While relatively new to the sector, I am adept at articulating the best bits about a game thanks to my background in esports commentary. A Game Expert should be able to provide objective and insightful analysis – that will be my goal.

Also, as there are plans to start streaming slot game gameplay, I feel like I can provide a lot of my expertise and entertainment value.

CB: What are your thoughts on the esports genre and how do you identify the best games?

PS: I think a common misconception is that esports games are difficult to understand and only people who want gore or action play it. But if we look around the world, esports is one of the biggest markets right now. And that is because game developers understand that if you want to make a competitive game, you need not only make it a working product, but also an immersive story with great visuals. Some of the biggest titles even make accompanying content, such as animated TV series, to create extra lore around its characters, making it a comprehensive esports experience.

CB: And similarly for slots. What’s the hot theme right now and what are you looking for when seeking out the best new products?

PS: With my background in esports, I look for slots that find the balance between gameplay and volatility – neither should compromise the other. In recent years, we have seen a tilt towards highly volatile slots – that means games that pay out less frequently than slots with medium volatility classification but have much bigger win potential.

One such theme that’s becoming ever-present is prize multipliers combined with in-game multipliers as part of bonus rounds or base game features. In slots like Push Gaming’s Big Bamboo, for example, there is a prize multiplier worth up to 5,000x that can be won on any random spin. What is more, this prize multiplier can be multiplied by up to 10x in any random spin. That means in one single spin, a player can win 50,000x the stake – that is the meaning of true volatility.

CB: Finally, what are your predictions for the rest of the year for both esports and slots?

PS: The word on the lips of the igaming industry is Virtual Reality! At some point in the near future, a developer will figure out how to combine an authentic casino experience with computer-generated simulation in a safe and responsible way. One can very well imagine an esports enthusiast betting on an ongoing tournament while wearing a VR headset, for example.

How such a platform can be integrated with existing betting sites is anyone’s guess, especially in maturing markets with healthy regulatory processes. But we can certainly expect esports to receive a VR makeover in the betting sphere at some point in the coming months or years.

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CasinoBeats: With WA.Technology being relatively new to the market, how does your approach differentiate your services and solutions?

Manesh Palli: Our approach at WA.Technology is defined by our commitment to delivering custom-tailored igaming solutions per market per client. The heart of our operation, the WA.Platform combines our full spectrum of platform solutions into one solution and showcases our dedication to providing customisable and efficient solutions created with each client and their players in mind. 

WA.Platform’s enhanced update functionality will also play a big part in what we can offer. Key features such as our ready-to-use BI reporting suite, adaptable casino AI, and a content management system that fine-tunes content per user, client, and market underscore our focus on creating a platform that’s not only flexible and localised but also deeply personalised for each player, ensuring both user satisfaction and brand integrity and consistency. 

Our primary focus is to provide highly customised and localised solutions with local support from the teams on the ground to differentiate each brand.

CB: Can you highlight the major achievements of WA.Technology to date?

MP: Our journey has been marked by significant progress, mainly our ongoing enhancements of products and solutions and strategic expansion across global markets. Notably, our presence in Latin America, such as with Brazilian giant PixBet, is rapidly growing. LatAm is a region poised for tremendous growth due to recent regulatory advancements. 

Our team is committed to cultivating strong client relationships and delivering tailored products; that’s one reason we decided to work with Latin American experts at LatAm Entertainment. Their on-the-ground knowledge of the local culture and nuances will be invaluable to our clients. 

Additionally, our venture into the African market with a specialised platform WA.Africa, led by African igaming experts, represents a significant leap. WA.Africa is an omnichannel platform solution that integrates mobile, retail, and online gaming for the African igaming sector and the specific needs of our clients and their users in those markets. 

One of our clients – Supabets – is a leading operator in Africa. They chose us to expand their operations within the continent due to our expert-level tailoring skills and specialism in targeting each client’s target market. 

CB: Emerging markets are a focal point for WA.Technology. How do you address the intricate demands these markets present?

MP: Navigating the complexities of emerging markets is a multifaceted task that involves a thorough grasp of local preferences and regulatory requirements. Our approach is rooted in our team’s extensive market insight, engagement with local expert teams, and continually refining and remodelling our platform to meet specific market needs. 

We always prioritise hiring people with established knowledge and experience in the respected markets. The recent addition of Waldir Marques, former CEO of CAIXA Loterias S.A., as our Director of Regulatory Affairs highlights our authenticity in providing top-tier, compliant, localised solutions.

We go beyond surface-level factors, like payment methods and popular sports, to include cultural nuances in every aspect of our product development, ensuring our offerings are globally appealing and locally adaptable; hence, we decided to create a specific platform just for Africa. 

CB: What essential qualities do you believe are necessary for success in emerging markets?

MP: Success in these markets requires more than just a standard product; it needs solutions that resonate with local audiences and comply with the regulations. This means adaptability, creativity, and a deep commitment to understanding and catering to local preferences. Maintaining regulatory compliance is crucial, necessitating a skilled legal team capable of navigating the ever-changing regulatory environment.

We make a point of making everything that we do personal. Some providers churn out repetitive solutions and products indistinguishable from brand to brand. We never wanted to go down that road. Right from the very start, we decided that the way we handled things would be different: treat each client one-on-one, listen to what they wanted, and work together to make it a reality.

CB: WA.Technology has seen considerable success in Brazil. How do you foresee the market evolving with the new regulatory changes?

MP: Brazil’s market growth trajectory is expected to continue, reflecting positively on our clients’ successes. Our Brazil team strongly emphasises cultivating good client relationships and delivering customised products that drive performance. Our recent notable appointment of Waldir proves our commitment to regional excellence; his expertise and knowledge in the arena will further propel us in the right direction.

As we adapt our strategies to align with Brazil’s regulatory changes, we anticipate increased opportunities fueled by heightened player engagement and growth prospects for our clients. Recent data and research from Brazil look promising for the industry and those who will benefit from the money raised for the local communities.

CB: What future developments do you foresee for WA.Technology?

MP: Our vision for WA.Technology is to further establish our brand on a global scale, with a particular focus on enhancing our presence in Latin America and Africa. Our achievements have paved the way for future success. 

Over the next year, we expect to broaden our client portfolio significantly, particularly in these critical markets and hope to secure more accolades for our work. As we expand our services further, recent partnerships, such as with Supabets to extend their wider African provision, will only increase. Our commitment always remains to deliver bespoke, user-focused solutions that use the latest technologies and trends, with several exciting projects already in the pipeline.

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The new legislation, he said, will see the removal of restrictions on In-App Purchasing (IAP), allowing third parties to use external payment for services as well as changes for external App Stores 

He explained: “Back in 2020, Spotify lodged a complaint against Apple to the European Commission Anti-Trust organisation, stating Apple IAP was anti-competitive and restrictive. An unnamed (but I suspect we can all guess) audiobook and e-reader retailer made a similar claim, and, although not considered directly, the Epic Games suit against brought in the US one can assume was on the periphery of the commission’s decision, brought in new legislation under the Digital Markets Act (DMA). 

“Fundamentally, under the DMA, Apple cannot mandate the use of IAP by app developers, allowing apps to access external payment services to top up or buy content. This, I think, overall is good for the industry, though, and we should be mindful of this. Apple has the right under the DMA to charge ‘commission’, and I suspect they will do this through the App Store submission process. We’ll have to wait and see on that one!” 

On external App Stores, Godfree stated: “Apparently, the restrictive practices that Apple applies to their ‘Guidelines’ (let’s face it, they are rules) under their review process are considered anti-competitive. Now I have to say that I disagree with this. 

As we have seen with Google, which now has a similar review process to Apple with their Play Store, both companies are trying to build trust and stop fraudulent apps from being installed on their platforms. With the significant increase in digital fraud, surely their approach should be applauded rather than maligned?” 

As for the implications for real-money gaming, Godfree said: “Well, the new Apple Guidelines have been published, and the original 4.7 section has subtly changed; importantly, section 5.3 has NOT changed, and critically, the issue of IAP never applied to the betting, gaming, and lottery (BGL) industries. So, ironically, the Digital Markets Act is somewhat irrelevant to us. 

“The original guideline requirement under 4.7.1 of ‘not provide access to real-money gaming’ has been removed. However, critically, this has been added to 4.7: ‘You are responsible for all such software offered in your app, including ensuring that such software complies with these guidelines and all applicable laws’.” 

Godfree’s interpretation is that the organisation submitting an app to the Apple App Store is responsible for all content that the app offers and, critically, within the BGL space, that it complies with all the Apple Guidelines and local applicable laws. 

He concluded: “So, provided your HTML5 casino games are licensed by an appropriate regulator (and thus comply with applicable laws), you are now free not to embed the content in the app – bye, bye ODR! 

“We are still waiting for full clarity from Apple. Part of their answer has been to submit an app and see what happens – which is exactly what we have just done – so we’ll see, but this does seem to be a 180 reversal of Apple’s original 2019 guideline change.”

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Though necessary to reach local player bases, celebrity endorsement deals can be expensive endeavours that may not always yield strong brand loyalty. How should operators activate celebrity brand deals without busting the bank and creating a huge churn of players?

The first factor of efficiency is the operators’ strategic plans. Based on our customers’ experience, operators enter the market for a long time and have a strategic interest in developing their brand locally. Despite not having instant results, such brand-building activities exert a lasting positive influence.  

Consider local influencers who may strongly impact the target audience without the hefty celebrity price tag. For instance, former professional footballers of the Didier Drogba type have excellent recognition in Côte d’Ivoire, do not require huge budgets, and at the same time, significantly strengthen the PremierBet betting brand.

But using digital platforms and social media for celebrity campaign endorsements is crucial. This can be a cost-effective way to reach a broad audience without extensive traditional advertising. Implementing cross-channel campaigns enhances user experience, providing a positive and enjoyable interaction with ads across various platforms. A unified and integrated approach enhances brand visibility and ensures consistent messaging. Responsible ad placements ensure that users are not overwhelmed or negatively impacted by excessive exposure. 

What is the best method for operators to run a cost-effective campaign when profitability is so key heading into 2024

From my experience, running a cost-effective campaign in the igaming industry requires a holistic and dynamic approach. When talking about cost-effectiveness, I always recommend that Epom’s clients focus on three aspects. 

1. The first and the main one is following advertising compliance rules and regulations in every country. Especially in the igaming industry, it is very important. Responsible advertising helps meet the legal requirements, so you, as an operator, don’t face any fines or penalties. It saves your ad budget and also helps us keep a good reputation and be a brand that people can trust. 

2. Second, create highly segmented ad campaigns for targeting. Ensuring that ads are relevant to specific demographics and comply with regional rules and regulations also helps to optimise the ad budget. And, of course, retargeting is critical to accumulate users who show potential interest in the service, so I’d advise targeting them with special offers, etc. It also saves the budget and shows a high conversion rate because, as our experience shows, there are no former gambling and betting fans.     

3. Third, strategically allocate budgets based on different channels and campaign performance. Regularly review and adjust budget allocation to maximise return on investment.  Epom’s ad server provides tools for efficient budget spending, allowing operators to make informed decisions on resource distribution and optimise their advertising spending. 

How important is it to balance player contact with responsible play in long-term user tracking?

Adopting a long-term user tracking strategy underscores the necessity of tailoring ad campaigns to individual preferences, behaviour, and demographics. Monitoring users’ gaming durations and utilising monthly updates about user behaviour, can provide statistical data, which can be critical for shaping your advertising strategies.

Maintaining vigilance is paramount for identifying and addressing suspicious user gaming activities promptly. For instance, the Epom ad server offers features tailored for igaming responsible advertising that can really help to keep the balance:

1. Frequency capping limits the number of times a particular user sees gambling-related ads. This helps prevent overexposure and minimises the potential impact on vulnerable players. 

2. The day-parting feature helps schedule when gambling-related ads are displayed. By choosing optimal time slots, operators can ensure that ads are shown at times when players are less likely to be vulnerable to impulsive or excessive behaviour. 

3. Сustomised advanced targeting is a great tool to launch ad campaigns based on user preferences, behaviour, and demographics. You can apply the user’s personalised experiences without encouraging excessive gambling. Also, geotargeting helps to customise ad delivery based on geographic locations. Operators can comply with regional regulations and implement responsible advertising practices specific to different markets. 

How much impact can SSPs have on advertising, and can you give us some examples of this?

Usually, the role of the SSP comes down to a common question: whether they allow igaming advertising or not. The situation is gradually changing, but now we must state that many SSPs still reluctantly agree to sell advertising equipment to iGaming operators. 

And even so, they try to limit creatives, such as prohibiting the words “Casino”, “Roulette” and other igaming terms. In other words, you have to advertise the operator’s logo and somehow associate it with a good time, but you can not say this is an online casino.

For example, the Epom ad server has robust tools for real-time data optimisation and advanced reporting. These tools encompass valuable user data, behavioural insights, and other pertinent information.

SSPs leveraging Epom’s capabilities can enhance the optimisation of ad placements, enabling more informed decision-making and refining targeting strategies for improved campaign performance. This integration of Epom’s features seamlessly aligns with the evolving dynamics of igaming advertising within the constraints set by SSPs. 

Tell us about programmatic mechanisms and the part they can play in maximising cost efficiency.

Compared to IO-based campaigns, programmatic allows you to target ads and weed out unnecessary users and sites more accurately. Programmatic technology plays a crucial role in maximising cost-efficiency. It can be used in the igaming industry by automating the buying and selling of digital advertising in real-time. Its approach enables advertisers and operators to make data-driven decisions, optimise campaigns, and achieve better results by efficient ad buying via real-time bidding.

Igaming advertisers can analyse data in real-time, identify what works best, and adjust strategies accordingly to maximise efficiency — also, integration with ad servers and SSPs streamlines campaign management. Igaming operators can control their advertising strategy, ensuring that the right ads are shown to the right audience at the right time. 

A fresh example of effective programmatic technology is the so-called BidShading –  a type of bidding price optimisation that analyses the auction at the user level and tries to reduce the display price as much as possible where possible. Our first field experiments show that campaigns retain 95 per cent of the leading indicators (impressions, clicks, conversions) while the campaign cost is reduced by 15 per cent. 

I recommend focusing on this trend for those aiming to optimise their advertising budget efficiently without unnecessary expenditures.

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