Category archives: Gambling

Codere has ascended to the primary patron of the Mexican soccer organization, Rayados. This broadened collaboration elevates them from an ordinary backer to the squad’s official wagering associate, granting them premium visibility on the forefront of the uniforms.

The fresh jerseys were unveiled in an exhibition match versus Guadalajara, with the athletes donning the home attire in the initial period and the alternate attire in the latter period. Anticipate seeing Codere insignia throughout the arena, encompassing a designated “Codere Lounge” and other prominent zones.

They’ve also initiated a multimedia promotional effort across television, radio, and digital platforms, aiming to link Rayados’ fervent supporters with prospective sports wagering clientele. This is merely the commencement, with intentions for stadium gatherings, ticket distributions, and VIP encounters in the approaching months.

Alberto Telias, Codere Online’s Head of Marketing, conveyed his assurance in this alliance, stating that it will permit both entities to expand and attain new pinnacles. He posits that aligning with a club as renowned as Rayados is pivotal for their growth within the Mexican marketplace.

Monterreys Chief Operating Officer, Pedro Esquivel, expresses great enthusiasm for this burgeoning collaboration with Codere. He anticipates it will be revolutionary, propelling the squad, its supporters, and all enthusiasts of football and athletics to new heights.

## Constructing Tomorrow’s Gaming: Is a Multi-Channel Approach the Sole Path to Success?

The gaming sector is abuzz with talk of multi-channel tactics – and with good reason. It represents a significant shift in marketing strategies. At ICE, a group of specialists delved into this very subject, examining its influence and possibilities.

The discussion, guided by Mybet’s Sean Kiely, featured a lineup of industry leaders: Gerhard Burda, Chief Product Officer of Inspired Gaming Group; Claire Barry, Head of Digital Planning and Strategy at Camelot; Shiala Nicolaou, Casino and Games Director at Rank Group PLC; and Nikolas Papadoglou, Group Director of Product Management and Planning at Intralot.

The phrase “multi-channel” was ubiquitous at ICE Totally Gaming, with businesses of all sizes debating its execution and advantages. But what does it truly signify? And how does it influence marketing approaches? The panel “Are you at a disadvantage without a multi-channel approach?” addressed these inquiries directly.

Is a multi-channel strategy genuinely crucial for achieving success? Do the majority of consumers truly desire to connect with brands across numerous channels, or is this simply a small, vocal group?

Claire Barry stressed that consumers anticipate both digital and physical interaction, even if the nature of that interaction varies. As an example, lottery participants might purchase their tickets offline but then verify the outcomes online.

Weve observed that numerous retail patrons who engage with us via our application or webpage primarily utilize digital channels to review their outcomes, not to actively participate in games. They favor having the gaming encounter in person, at a physical venue.

Consider Grosvenor Casinos, as an illustration. They manage 56 casinos within the UK and witnessed 1.7 million distinct guests last financial year. Through conversations with their clientele, they discovered that approximately 45% also wager online, just not through Grosvenor’s system. For casino proprietors, it’s entirely about captivating that offline consumer and fostering brand recognition.

Within the gaming sector, we have several options to entice that offline customer group to online platforms. To me, omnichannel signifies enabling the customer to interact with your brand whenever and wherever they desire, whether that’s in a physical store, on their tablet, or on their desktop — from utilizing a central customer relationship management system, to having the ability to see recently acquired rewards, to being aware of the evening’s specials at their local casino restaurant.

My belief is that the dialogue surrounding omnichannel commenced when mobile truly gained momentum in the web and retail domains. Users anticipate a distinct experience on mobile compared to retail, and their browsing patterns on a desktop are entirely different from their habits on their phone, which is essentially an extension of themselves. Nevertheless, brand uniformity remains crucial, and the method of achieving that is something everyone is striving to determine.

Was the shift towards a multichannel framework a deliberate choice? Is there universal agreement on the multichannel approach?

GB:
The response is affirmative, as we acknowledge the existence of the multichannel user. Statistics indicate that roughly 20% of participants engage with all our platforms, and we understand these players are highly profitable, so we aim to retain them.
Nevertheless, a genuine multichannel strategy necessitates technology that is fully interconnected, which presents a challenge. Currently, there’s still division among the various systems we employ and their communication methods, for instance, with promotions, which also require a multichannel perspective.
Certain businesses claim to have attained complete integration, but I’m doubtful that anyone has truly reached that point.

Are there justifiable grounds for questioning a multichannel strategy? Does its effectiveness depend on specific circumstances?

CB:
I wouldn’t say I’m doubtful, but I do believe it can be somewhat restrictive at times when operating with two separate back-end frameworks and marketplaces, particularly when introducing something novel, like a tangible scratch-off ticket in retail outlets alongside a game in a digital or mobile setting. It simply entails more tasks and considerations. The timeframe for physical stores differs significantly from digital platforms. The manner in which the opportunity is conveyed to the customer also varies considerably.
”

The significant disparity between in-person and digital engagement presents a substantial marketing hurdle. Simply promoting the experience isn’t sufficient; the communication must be tailored for each platform. While not inherently negative, this demands a more meticulous approach.

Should identical marketing tactics be employed for both online patrons and those frequenting our physical establishments?

Unequivocally. Previously, the emphasis solely revolved around membership enrollment, with little insight into subsequent customer behavior. Did they indulge in beverages, savor a lavish meal, or spend hours engrossed in blackjack? To rectify this, our loyalty program underwent a complete overhaul. Now, upon registration, customers can monitor their activities comprehensively, encompassing expenditures and gaming preferences. Rewards are distributed as points based on spending, providing a transparent view of their origin. This yields invaluable insights into customer inclinations, facilitating highly targeted marketing endeavors.

Consider this: in retail, communication can be disseminated through emails, text messages, or even traditional printed flyers. Conversely, we cannot simply dispatch a generic message proclaiming, “Greetings, you recently visited our casino, return for our blackjack tournament!” It’s entirely plausible that the recipient has never even engaged in blackjack!

In reality, the casino industry is still navigating the complexities of “omnichannel” strategies. Catering to diverse customer segments with varying requirements and interests is paramount.

Gen Z and younger demographics aren’t as drawn to the allure of purchasing lottery entries at physical locations. Being raised in the digital world is a key factor. However, certain population segments still value the face-to-face interaction, and we can engage them through incentives for repeat customers and joint marketing initiatives.

One discovery we’ve made is that while some individuals openly share their lives on the internet, they become extremely guarded in a brick-and-mortar environment. They willingly provide all their personal details online, yet ask for their name in a shop and they refuse to answer. It’s perplexing why they’re so apprehensive!

The hurdle for businesses like ours is connecting the online and offline realms. How can we utilize our digital resources in a physical setting, particularly when patrons are reluctant to reveal their identities? As an illustration, our automated retail kiosks necessitate proof of age, which is unattainable if the consumer won’t disclose that data. This disparity between conventional commerce and the anticipations of the technological era is a puzzle the entire sector is wrestling with.

From a practical standpoint, ensuring all our frameworks function harmoniously across physical and digital avenues is a monumental endeavor. Moreover, we need to determine the optimal organizational framework. How do we dismantle the barriers and unite everyone towards a common objective?

GB:

Achieving complete alignment has presented significant obstacles. Why should our mobile application team be delayed by the retail team’s readiness before introducing a new feature? It shouldn’t revolve around internal power struggles; it should prioritize the overall well-being of the organization.

When obligated to produce outcomes quarterly, there’s insufficient opportunity to contemplate necessary adjustments across various platforms to address their unique obstacles. The strain is excessive.”

Within China, this highlights the significance of inclination modeling and authentic data examination. For entities like us, participants engaging both digitally and at physical locations hold immense worth. It’s brand precedence, followed by the customer – identifying the appropriate customer at the opportune moment with the fitting communication is paramount. This must be founded on customer respect – I wouldn’t have my customer relationship management team disseminating identical promotional content to every individual who has engaged with us digitally and in retail. Losing that respect leads to customer attrition.

Regarding game development and offerings, should they maintain distinctiveness across different avenues?

In the United Kingdom, diverse perspectives exist on this matter, and I hold my own viewpoint. A unified brand is crucial, one you can cultivate and sustain, but does that necessitate identical game mechanics? Personally, I harbor doubts. Conversely, some advocate for complete homogeneity. I remain skeptical due to the disparity in player behavior.

Illustratively, in 2015, Inspired achieved remarkable success with a consistent mathematical model and game performance across both online and offline domains. However, an opposing perspective suggests that bonus games excel digitally, while free spin games thrive in retail environments.

The surge in mobile gaming led to a period of experimentation, with developers trying various approaches to see what resonated with players. However, the industry is now maturing. Creators are recognizing the importance of comprehending player preferences, establishing a distinct identity, and designing immersive experiences that connect with their target demographic.

## Pioneering the Thriving Esports Wagering Landscape

**M**att Stephenson, Business Development Director at Betgenius, delves into the burgeoning esports betting sector.

**Throughout your ten years with the company, how has Betgenius progressed?**

In the beginning, it was a modest endeavor, a mere 10 or 12 individuals squeezed into a cramped office near London Bridge. Today, we boast offices globally, with a London-based headquarters team exceeding 150 strong. The enterprise itself has undergone a metamorphosis. We’ve transitioned from a humble odds comparison platform to acquiring a marketing firm, evolving into a supplier of marketing and trading software solutions for lotteries and bookmakers, and recently branching out to offer integrity services for sports regulatory bodies. It’s been a thrilling and gratifying journey, yet the fundamental tenets of the business remain largely unchanged since my arrival.

**Describe your current position within the organization.**

I oversee the commercial operations of our sportsbook management product. We furnish software and managed services to bookmakers, assisting them in automating their trading procedures. Previously, I managed the sales team, but my current emphasis lies in servicing and expanding key clientele.

**How has the sports wagering panorama shifted in recent times?**

The defining characteristic of the past decade has been the migration from pre-match to live betting.

The realm of wagering on athletic contests was the initial sector to perceive this movement. A mere ten years prior, oddsmakers provided real-time wagering on 500 contests monthly – presently, we furnish over 6,000. On a global scale, there exists a substantial craving for in-progress material, notably for soccer. In recent times, in-play tennis has experienced a comparable metamorphosis, and now basketball is progressing along the same trajectory. This year, we shall be proffering live wagering on exceeding 30,000 basketball contests alone.

For a technologically driven enterprise such as Betgenius, we must ensure our position at the forefront, supplying our clientele not solely with their present necessities but also anticipating their requirements six months or a year hence. This rationale underpins our concentration on electronic sports over the preceding year. We discerned a prospect to integrate ourselves into the value sequence and contribute to the monetization of eSports, particularly via live betting.

What motivates bookmakers’ interest in eSports?

The previous year has constituted a learning experience for me in comprehending the intricacies of the games, discerning player desires, and recognizing the collaborative potential with sports betting. I have engaged with Chief Executive Officers and Trading Directors of several of the world’s most prominent bookmaking establishments to enlighten them on the nuances of live eSports wagering. When I convey the existence of 6,000 eSports matches annually, with schedules highly favorable to a UK and European betting demographic, it undeniably captures their attention.

A further motivation for gaming providers to embrace esports is its capacity to unlock a fresh demographic – a factor that has allowed us to gain an early advantage and establish a strong presence.

What defines the typical esports enthusiast? Picture a young, digitally adept individual, predominantly male, with disposable funds. Beyond competitive gaming, they engage in social interaction and virtual battles with peers, follow live tournament broadcasts, consume related media, purchase merchandise, and align themselves with specific teams and personalities. Mirroring traditional team sports, this fosters a dedicated fan base eager to engage with a compelling betting platform for entertainment.

Where can we anticipate significant esports betting growth? While the largest esports audiences reside in the US, China, and South Korea – regions with challenging gambling regulations – Europe, particularly the East, along with Australia and South America, boast a rapidly expanding and passionate fanbase consistently setting new betting benchmarks.

So, how should gaming enterprises navigate the esports landscape? Primarily, by crafting the ideal product – encompassing a comprehensive range of pre-match and in-play betting choices. This can be achieved through outsourcing to specialists like Betgenius or by recruiting seasoned esports traders.

To achieve genuine triumph in the competitive gaming wagering sphere, providers must venture beyond simply incorporating an “Esports” section on their platform. Enthusiasts of esports possess distinct anticipations, and fulfilling those demands necessitates a customized strategy.

This commences by drawing users from the digital domains they already frequent – websites and online communities specifically dedicated to esports. Once these users are on your platform, the encounter needs to resonate. Envision visually captivating aesthetics and an overall ambiance that unequivocally conveys “esports.” Observe what companies like Betway and Pinnacle have accomplished. They’ve established specialized esports centers that feel more akin to a prominent esports news source than a conventional sports betting platform.

Another significant victory? Incorporating real-time streaming. Esports and streaming are practically inseparable, even more so than in conventional athletics. However, navigating the realm of esports broadcast permissions is a challenge in itself. There’s an intricate network of stakeholders – content providers, tournament coordinators, streaming giants like Twitch – all competing for dominance.

A major obstacle is enabling the typical bettor to comprehend esports. It’s not as straightforward as traditional sports, particularly with intricate games like League of Legends (a MOBA, or Multiplayer Online Battle Arena). Providers need to dedicate resources to educating their users if they desire them to place wagers with assurance.

Naturally, some games are more accessible than others. Consider Counter-Strike: Global Offensive (CS:GO), for instance. Two squads, an array of weapons, and the objective is clear: eliminate the opponents!

Our collaboration with Sky Betting over the past year has been incredibly successful. We are also collaborating with major players like Betfair, Codere in Spain, and Danske Spil in Denmark. With around six additional agreements in progress, things are certainly progressing! Esports wagering is still in its infancy, and it’s a wild ride, you see? It’s not as simple as setting it up and expecting it to manage itself. We are collaborating closely with our associates to ensure a seamless wagering experience and proper integration. The crucial aspect for wagering firms is to seize market share while they have the opportunity.

Currently, nearly all of our income originates from individuals placing wagers on esports competitions.

Our offering is genuinely distinctive, providing us with a significant edge. The current emphasis is on spreading awareness. We are exploring the inclusion of additional esports titles and introducing novel wagering options. We have been conducting a global tour, engaging with the most prominent figures in wagering and lotteries to showcase our capabilities.”

The FBM organization recently initiated an educational program in the Philippines entitled “Leaders for Leaders.” Their inaugural support effort occurred last week at the Mateo Capinpin Primary School located in Tanay, Rizal. This act represents just the start, with additional functions scheduled throughout the year aimed at fostering positive learning atmospheres for Filipino children.

The COVID-19 crisis has significantly disrupted education in the Philippines, compelling numerous programs to cease operation. The FBM organization acknowledges the necessity of tackling these obstacles and is dedicated to supplying resources that empower young individuals. They perceive this as a vital move in guaranteeing a more promising future for the next generation.

The “Leaders for Leaders” project commemorates Global Education Day (January 24th) by aiding over 600 pupils at the Mateo Capinpin Primary School who have experienced setbacks due to the pandemic.

The FBM organization and its volunteers are enthusiastic about continuing this crucial endeavor. They intend to conduct further events in April, August, and November, concentrating on youth confronting social and financial difficulties.

Vítor Francisco, the leader of the FBM Foundation, has faith in the impact of learning. He views it as utterly crucial for conquering obstacles, presently and in the time to come. He worries that education is frequently disregarded and undervalued.

He’s stated unequivocally that the FBM Foundation is prepared to take action and assist struggling communities. They are especially keen on supporting educational changes that can genuinely improve lives. Francisco stresses that the Foundation is dedicated to being a dependable ally and will remain steadfast in their support of these communities.

Boyd Gaming is taking a significant step into the realm of internet gambling. They are acquiring a controlling interest in Pala Interactive, a firm owned by the Pala Band of Mission Indians in California, for a hefty $170 million.

Pala Interactive might not be widely recognized, but they are a major player in the online gambling technology sector. They furnish software and solutions for a range of operations, from player management to running virtual casinos and poker platforms. They have even established a presence in the nascent Ontario online gambling market.

This agreement is a substantial victory for the Pala Band. Their leader, Robert Smith, proudly emphasized their legacy as trailblazers in digital gaming, underscoring the dedication and proficiency that transformed Pala Interactive into a thriving enterprise.

For Boyd Gaming, this purchase is all about staying ahead of the game. They are wagering heavily on the sustained expansion of online gambling across North America. Armed with Pala Interactive’s technology and their Ontario permit, Boyd is strategically positioned to leverage this flourishing market.

The transaction is anticipated to be finalized early in the coming year, contingent upon regulatory approval.

This agreement demonstrates Boyd Gaming’s commitment to expansion – it transcends simply incorporating another name into their holdings. By acquiring Palas, they are making a bold move into the booming online gaming market. Simultaneously, they are wisely opting to cultivate Palas’ existing operations, which center on furnishing technological solutions to other industry players.”

The SiGMA Americas Conference, hosted in São Paulo, Brazil, became the setting for a pivotal gathering of prominent figures in the Brazilian gaming sector and the heads of the SiGMA Group. Eman Pulis, who established SiGMA, convened with Plinio Lemos Jorge, the leader of the National Association of Gaming Operators (ANJL), along with delegates from the Brazilian Union party, a powerful political entity within the nation.

This assembly provided SiGMA, a globally acclaimed iGaming event organizer, with an opportunity to convey its perspective on the flourishing Latin American market. Pulis stressed SiGMA’s dedication to not only organizing events but also nurturing conversation and comprehension regarding regulated online gaming. This holds particular importance in Brazil, where the regulatory framework for sports wagering and online gaming is presently under development.

Jorge conveyed appreciation for SiGMA’s contribution in facilitating this vital dialogue at such a crucial moment for the Brazilian gaming industry. The attendance of both industry leaders and political stakeholders highlights the significance of this event as Brazil progresses towards establishing a regulated structure for this rapidly expanding sector.

Our group was deeply amazed by the magnitude of the gathering. It reinforced our conviction that your nation is a market overflowing with possibilities.”

“We received an invitation from Mr. Pulis to partake in upcoming SiGMA gatherings in other nations. We view this as a remarkable chance to further exhibit Brazil’s aspirations to influential figures on an international platform.”

“A short while ago, Lemos Jorge assumed the position of President of ANJL, succeeding Wesley Cardia. Mr. Jorge, a respected attorney and former jurist, brings extensive expertise to his new post. He has stressed his dedication to attentive engagement, cooperation, and openness, reflecting his commitment to effectively advocating for and protecting the interests of ANJL constituents.”

“Mr. Jorge practices law as a partner at Lemos Jorge Advogados Associados. He earned a Master’s degree in Taxation Law from the Pontifical Catholic University of São Paulo, is pursuing a doctorate in Business Law, and previously served as a Judge at the Tax and Fees Court of the State of São Paulo.”

“For those not acquainted, the Brazil Union party is a center-right political organization in Brazil. Its formation was relatively recent, occurring in October 2021, through the amalgamation of the Democrats (DEM) and the Social Liberal Party (PSL). This merger resulted in the creation of the largest party in Brazil, formally acknowledged by the Superior Electoral Court in February 2022.”

A premier online wagering site, Betway, has taken the reins as the title sponsor for this year’s Esports Global Tour (ESG) competition in Mykonos. Eight elite Counter-Strike: Global Offensive squads globally will clash for a €200,000 reward fund, with a hefty €100,000 allocated to the victors. This thrilling development was unveiled on PvPRO.com, a renowned hub for competitive gaming.

The ESG competition is a fresh endeavor from PvPRO, crafted to deliver professional esports contests to distinctive global destinations, showcasing top-tier players and teams.

Anthony Werkman, Betway’s Director of Marketing and Operations, conveyed his enthusiasm, remarking, “We are delighted to collaborate with PvPRO.com to bring the ESG Tour to Mykonos. We eagerly anticipate witnessing the world’s finest teams go head-to-head at this extraordinary and captivating venue next week.”

This alliance with ESG comes on the heels of Betway’s recent collaboration with the ESL Pro League in early August, further solidifying their dedication to fostering the expansion of esports.

Werkman added, “Our latest partnership is a testament to our dedication to the esports domain, which we will continue to bolster through team and tournament sponsorships, coupled with our distinctive and exclusive live odds offerings.”

Stamos Venios, CEO of PvPRO Limited, shared his excitement about the collaboration, stating, “We are overjoyed to be collaborating with a brand that is devoted to propelling the industry forward through financial backing, live betting ingenuity, and a strong emphasis on tournament integrity.”

Enthusiasts of the Betway ESG Tour are in for a genuine delight! This collaboration will elevate an already exceptional tournament to new heights.”

StarCasinò, the Italian arm of the Betsson Group, has recently debuted a new sports betting platform known as StarCasinò Bet. This launch is significant for the company, as it elevates their Italian brand from solely a casino to a comprehensive online gaming destination.

Their goal is to solidify their position as a major player in the Italian market and foster stronger connections with their user base. The platform itself boasts competitive odds across a diverse selection of sports, aiming to attract a wide spectrum of sports fans.

Stefano Tino, the Managing Director of Betsson Group Italy, conveyed his enthusiasm about the launch, underscoring their dedication to delivering a premium gaming experience. He emphasized the esteemed reputation of the StarCasinò brand and their history of providing top-tier entertainment.

This development follows closely on the heels of Betsson’s expansion into Latin America with the launch of their online gaming platform in Mexico earlier this week. It’s evident that they are experiencing a period of growth and are determined to establish a global presence.

This communications provider tested the waters in Mexico with a preliminary launch earlier this month, and now they’re making a major commitment! They are broadening their infrastructure there in preparation for a massive competition later this year. One wonders if they anticipate a significant victory with enthusiasts?

BetMGM is delighted to unveil a collaboration with Ascot Racecourse, taking on the title sponsorship for the esteemed Clarence House Chase Day on Saturday, January 20th.

This exciting agreement means BetMGM’s UK arm will have prominent branding throughout the day’s feature race, the Grade 1 BetMGM Clarence House Chase, offering a prize purse of £175,000 (roughly $223,000). This race regularly attracts the sport’s top contenders, with former victors like Altior, Un De Sceaux, and Sprinter Sacre solidifying their legacies. This year promises to be equally captivating, with a potential showdown brewing between Nicky Henderson’s Jonbon and Willie Mullins’ El Fabiolo.

BetMGM’s involvement extends further, sponsoring an additional five races on the day’s schedule, including the Grade 2 BetMGM Mares’ Hurdle (previously The Warfield) with a prize pool of £60,000.

The 2024 BetMGM Clarence House Chase Day will be the most lucrative to date, boasting a total prize fund of £415,000 distributed across the seven races. This represents a substantial 13% rise from the £366,400 awarded in 2022.

Sam Behar, Director of BetMGM UK, expressed his excitement: “We are privileged to collaborate with Ascot Racecourse and champion such a distinguished event. Securing the title sponsorship for this pinnacle of the racing calendar is a great honor for BetMGM and highlights our dedication to horse racing. We eagerly look forward to an exhilarating day of competition, especially the highly anticipated clash between Jonbon and El Fabiolo!”

Ascot Racecourse’s Commercial Director and Deputy CEO, Felicity Barnard, conveyed her eagerness regarding the collaboration with BetMGM for Ascot Race Day. She underscored the importance of their backing in reaching unprecedented prize funds for the occasion and their expectation of a tight-knit partnership throughout the BetMGM Clarence House Chase.

Barnard further stressed the enthusiasm surrounding the alliance and its prospects for expansion. She recognized the BetMGM Clarence House Chase as a pinnacle of the racing calendar, anticipating yet another fiercely contested race this year.

This declaration comes on the heels of BetMGM’s recent entitlement agreement with the Premier League Darts Championship earlier this month, indicating their growing footprint within the realm of athletics.

A premier gaming and betting technology firm, BetConstruct, is pleased to unveil its Fasttoken Partner Distribution Phase.

At the heart of the recently launched Fastex ecosystem lies Fasttoken (FTN), a native token poised to transform payment and reward systems within the gaming sector.

Following a successful initial sale round for SoftConstruct personnel, attracting over 1000 individuals, FTN will become the official digital currency of SoftConstruct. Commencing January 25th, 2023, all incentives, bonuses, and services, along with all B2B associate payments, will be primarily handled using FTN. Furthermore, every B2C associate platform will accommodate FTN as a funding and withdrawal option for all wagering and gaming endeavors.

This Partner Distribution Phase presents a limited-duration chance for BetConstruct’s network of collaborators to obtain FTN at a preferential price of €0.2 per token. A sum of 80 million FTN tokens, constituting 8% of the overall allocation, is designated for this phase. The highest sum gathered during this phase will be €16 million.

This is a time-constrained prospect with a final date of December 3rd, 2022. The upper limit for individual investment during the Partner Distribution Phase is set at €250,000.