Industry News
‘Quality of Content Missing in Operator Retention Strategies’
Play’n GO’s Chief Commercial Officer Magnus Olsson delivered his verdict on the importance of using content to drive operator retention strategies on a standout panel at the 2023 iGaming Next conference in Valletta, Malta.
Joined by the CEOs of Crucial Compliance and Aspire Global, Olsson highlighted how the drive towards regulation in many markets had made player acquisition costs so high that ‘retention strategies through great content are what everyone needs to invest more in’.
While the panel moved to discuss the importance of RTP levels in retention strategies, Olsson added,
“I think it’s more about the content than RTP. If you’re a good supplier, you can design a game that is engaging and entertaining and has loads of both acquisition and retention capabilities.
“If you look at mechanics and volatility, I would say those two things are far more important [than RTP levels] in retention strategies.
“I think what’s missing in retention strategies today is an emphasis on the quality of content and entertainment value.”
The panel went on to discuss the importance of giving players a good experience immediately after you’ve paid to acquire that player, but that the slots game they land on first to play didn’t really matter.
Olsson disagreed with this view strongly and said,
“If your first experience in online casino is with a game that has a base game that just goes on and on, and basically has been designed for functionality like bonus buys, you end up with a very very bad customer experience – that person will probably never return to online slots. It’s not a good start.
“The first game a player sees has to be a high-quality game. One that really captures the player. I don’t think that a winning experience is required if they get to enjoy a high-quality, entertaining game.”
The discussion moved onto how markets, and therefore players, differ and Olsson was able to highlight the strength of the Play’n GO portfolio. He said:
“We have some amazing games in our portfolio that were released a few years ago like Lady of Fortune, which is perfect for markets with a strong land-based history and it’s nice to see them coming back in popularity – especially as it’s medium volatility with a relatively low max win of 500x. It shows that great games that are fun to play trump everything else.
“Where I think the industry can do better is to not focus so much on short-term thinking – what’s the latest release only etc.. – and get away from predatory functionality games in your retention strategies.”
Finally, the panel discussed VIP players and the future of revenue generation in a regulated reality. Olsson added,
“The old ‘80/20’ rule, where 80 per cent of the revenue comes from 20 per cent of the players in certain markets, like Germany, the UK, other markets in Europe, is gone forever.
“What Play’n GO would like to see is marketing that adjusts to this new reality. Where recreational and social players are the main audience. We aren’t seeing that yet.”
Novomatic Netherlands has appointed Alexander Legat as its CEO.
Legat takes over from Zane Mersich, who has moved onto the company’s Supervisory Board.
His appointment has bolstered Novomatic Netherlands’ management team with two decades of legal and operational experience in the gaming industry.
Legat will also bring knowledge gained at Novomatic’s Austrian subsidiaries into his new role.
“I am grateful for the new operational role in the dynamic Dutch market and look forward to working with the local team and the opportunities that lie ahead,” he said.
The Novomatic Netherlands’ management board said in a statement: “With Dr. Alexander Legat, Novomatic Netherlands is gaining a first-rate legal expert who not only knows the group extremely well but has also already worked closely with the national subsidiaries.
“His appointment is an important step in our work to successfully meet the future challenges in the Dutch market and further expand our position.”
The post Novomatic Netherlands Appoints Alexander Legat as CEO appeared first on European Gaming Industry News.
During this year’s Charity Night, AskGamblers raised €106,500, thanks to their partners who auctioned for paid positions on the website. The funds raised on 12 June are now being donated to the Hydrocephalus and Spina Bifida Association of Serbia (HISBAS).
Every year, AskGamblers hosts a Charity Night as part of AskGamblers Awards, during which the company’s partners auction for paid positions on the website. On 12 June, AskGamblers raised a record-breaking €106,500.
As Charity Month 2024 kicks off, the entire sum raised during Charity Night will be donated to the Hydrocephalus and Spina Bifida Association of Serbia (HISBAS), an organisation that aims to improve and protect the health and quality of life of children living with spina bifida and hydrocephalus.
Dijana Radunović, General Manager at AskGamblers, commented: “It is always a thrill to raise another record-breaking sum, especially as it is all for a good cause. We couldn’t be more grateful to our partners for their contributions; none of this would be possible without them. Thank you for making another Charity Month a success.”
The post AskGamblers Kicks Off Charity Month by Donating €106,500 to HISBAS appeared first on European Gaming Industry News.
Stretch Network, an online poker software provider dedicated to strategically supporting its partners in developing and optimising poker operations, will participate in the SBC Summit Lisbon 2024 at stand B155. Offering a comprehensive range of services, including custom website development, ongoing maintenance and assistance in obtaining the necessary operating licenses, Stretch Network provides tailored solutions for various operational models, such as White Label, API and Turnkey, ensuring that its partners have the most suitable tools for success.
The SBC Summit Lisbon is anticipated to be one of the industry’s most significant events this year, offering a premier platform for learning, networking and exploring the latest industry trends. Stretch’s participation underscores its commitment to innovation and collaboration within the online gaming sector.
As one of 600 exhibitors, the Company will showcase its latest offerings and features, engage with industry professionals and existing partners, explore future collaborations and discuss necessary developments that will shape the tomorrow of online poker.
The post Stretch Network at SBC Summit Lisbon 2024 appeared first on European Gaming Industry News.
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