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European Gaming Congress 2024

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Custom presents the “Total Experience” for lottery, gaming and betting world

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“Total Experience”: hospitality, gaming, as well as betting and payment services intersect with the various facets of the technology. Custom is already present in over 76 countries around the world
 
Synergy between technologies, fiscal experience, the capacity to engage end customers and a service centre of excellence: Custom at ICE – Stand S3-310 – preempts the demands of the gaming, lottery and betting world and presents itself as a unique partner for players around the world, with over 15 years of experience.
Today, the world of gaming, lotteries and betting is passing through a period of intense development and fusion. From a simple location providing only betting or gaming services, it is now becoming an environment where you can enjoy a complete and relaxing experience, with restaurants, bars and music. End customers seek a “Total Experience”, which requires appropriate services and technologies that can meet people’s needs for comfort and entertainment. At ICE, Custom presents a new approach to this sector, thanks to more than 15 years of experience in gaming, lotteries and betting, with over 120,000 field-based terminals throughout the world, including 50,000 value adeed services integrated system.

Cross-sectoral technologies and solutions: a single partner for all needs

Today, Custom is the only player able to offer a range of hardware, software and service solutions to meet the new demands of the gaming world. Founded in 1992 and present in 15 fiscal markets and 76 countries around the world, with over 680 professional staff, six software labs and five production facilities (Italy, India, Romania, China and Brazil), the company has made a cross-sectoral approach one of its basic characteristics. The continuous development of diversified yet synergetic expertise and skills has enabled the company to excel in numerous markets, often being the first to propose specific solutions.  This strategic mindset allows an increase of vertical skills in certain sectors, which, when integrated, offer an approach totally centred on the operator’s needs, with close attention also given to the end consumer’s experience. The key example comes from the gaming world, where Custom supports its customers with a comprehensive offer that brings together hospitality solutions (POS PC systems, fiscal printers, cash registers and mobile devices) and those more targeted towards betting and gaming, such as high-speed scanners and industry-specific printers. Nowadays, however, betting outlets are increasingly used for the payment of services such as car tax, insurance, subscriptions and fines: for this range of needs, Custom also provides hardware, software and services for extensive and constant support in all phases of its customers’ business.

The Custom Service Centre: excellence since 2001

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Custom anticipated what has now become a mantra by almost twenty years: the product is important but service is essential. On the strength on this conviction, the company employs a dedicated support staff of 300 technicians, available from 7.00 am to 9.00 pm each day, to attend to customers’ needs. At any time and in any place: this is the secret of a proximity service that achieves high KPIs for the closure of service tickets, with an 8-hour Service Level Agreement worldwide. An original, “made-to-measure” and truly next-business-day service, based on the evolution of the market and the needs and technology that revolve around the store from day to day. Custom service is capable of fully managing the store machine fleet, providing support for hardware and software, thanks to a synergy between automation, business intelligence and technological implementation. It extends to new openings, technological refurbishment, the periodic verification of fiscal products and the management of extra services (transfers, changes of company name, location changes and closures).

From augmented reality to hospitality services: gaming beyond gaming to build customer loyalty

Today, the world of gaming and betting, in all its forms, has become a place where diverse needs intersect: people seek recreation but also require catering and entertainment services. With its long experience in the world of hospitality, Custom presents a series of solutions at ICE 2020 that are becoming central to the world of gaming, lotteries and betting. POS systems, mobile devices, printers and software are now becoming cross-sectoral and allow gaming industry leaders to have a single contact for all their needs. An example is POSA (the Android Point-of-Sale system): an Android App that meets all cash point needs in a smart, fast and reliable way. Developed for the hospitality world, this app allows you to manage bookings, employees and customers, with a range of customisable features. However, Custom goes beyond this and is presenting a series of technologies in London designed to enhance the consumer experience through Augmented Reality: information content, video, game statistics, advertising and everything else that creativity can suggest. This technology ecosystem, which mixes real and virtual, becomes a major development driver, facilitating the work of operators on the one hand, and, on the other, offering greater engagement and retention of end consumers.

Integrated Data Intelligence to optimise productivity and workflow

Data is now the new petrol. Companies that can manage data smartly and effectively have a major competitive advantage. For this reason, Custom has developed a program with Data Intelligence solutions that makes the operator’s task smooth and agile, while, at the same time, providing an enjoyable experience for the end consumer. Faster payments, dedicated services, data storage and profiling: all these activities can optimise the entire workflow, with genuine benefits in terms of productivity and return on investment. Custom’s capacity to integrate hardware, software and services is a key element, particularly when it comes to Data Intelligence: each of the Italian company’s solutions, created in a synergistic perspective, where software features determine the form of the hardware, which, in turn, is natively organised to implement data-driven operations.

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Industry News

Dutch Mental Health Care Calls for Total Ban on Online Gambling Advertising

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The Dutch mental health service is calling for a total ban on online gambling advertisements in the Netherlands.

Although a ban on untargeted gambling advertisements and a ban on the use of role models has been in effect since 2023, a recent research by KRO-NCRV’s Pointer shows that (illegal) gambling companies and sports tipster platforms are still enticing young people via social media such as TikTok and Snapchat.

By using influencers and terms like “free money”, they try to attract a young audience and thus lower the threshold to start gambling. This concerns both legal online casinos and online casinos that do not have a license in the Netherlands. The Gaming Authority has started an investigation based on Pointer’s findings.

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Pointer’s research shows that part of the gambling industry deliberately targets young people who are often susceptible to promises such as “fast money” and the influence of role models. Ruth Peetoom, chair of the Dutch mental health service, compares this approach to that of the tobacco industry, where similar marketing strategies were used to get young people to smoke.

Despite the existing advertising ban, gambling companies continue to explore the boundaries of the law, according to Peetoom. The Dutch mental health and addiction care associations in the Netherlands therefore push for a total ban on online gambling advertising and stricter rules for the duty of care of gambling providers.

With the call for a total ban, the Dutch mental health care sector hopes to prevent further normalisation of gambling behaviour among young people and to protect them from the temptation and consequences of online gambling.

The post Dutch Mental Health Care Calls for Total Ban on Online Gambling Advertising appeared first on European Gaming Industry News.

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Compliance Updates

UKGC: Market impact data on gambling behaviour – operator data to Oct 2024

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The Gambling Commission has published further data on the gambling industry in Great Britain.

This data, sourced from operators, reflects the period between March 2020 and September 2024, inclusive, and covers online and in-person gambling covering Licensed Betting Operators (LBOs) found on Britain’s high streets.

Comparison should not be made with the industry statistics dataset, as this dataset may include free bets and bonuses and does not include data from all operators.

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This release compares Quarter 2 (Q2) of financial year 2024 to 2025, with Q2 of 2023 to 2024, looking at how the market has changed in comparative periods over a year.

The latest operator data shows:

  • online total Gross Gambling Yield (GGY) in Q2 (July to September) was £1.32 billion, an increase of 11 percent from Q2 the previous year. The overall number of total bets and/or spins increased 12 percent Year-on-Year (YoY), reaching a new peak for the third consecutive quarter of 25.2 billion, whilst the average monthly active accounts2 in the quarter increased 8 percent
  • real event betting GGY increased by 6 percent YoY to £453 million. The number of bets decreased 10 percent, while the average monthly active accounts in Q2 increased 9 percent
  • slots GGY increased 16 percent to £680 million YoY. The number of spins increased 13 percent to 23.3 billion while the average monthly active accounts in Q2 increased 16 percent to 4.4 million per month. Although this is a new peak for GGY in this dataset for the slots vertical, it should be noted that one operator has re-classified some of its products into the slot vertical this quarter, which has had an impact on the vertical data
  • the number of online slots sessions lasting longer than an hour increased by 9 percent YoY to 10 million. The average session length remained at 17 minutes. Approximately 6.1 percent of all sessions lasted more than one hour compared to 6.6 percent in Q2 the previous year. The number of spins per session has fallen from 147 to 142 YOY, whilst the GGY per session has fallen from £4.20 to £4.13 in the equivalent timeframe
  • LBO GGY decreased by 1 percent to £533 million in Q2 2024 to 2025, compared to the same quarter last year, while the number of total bets and spins decreased by 0.1 percent to 3.1 billion.

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Industry News

Petra Maria Poola Joins Xace as Group Commercial Director

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Xace has announced that Petra Maria Poola has joined the company as Group Commercial Director.

Petra brings a wealth of experience from the iGaming industry having formerly held roles at several iGaming companies such as Yolo, Relax Gaming and SiGMA. She will lead the commercial growth of Xace and its group companies, including crypto and iGaming focused xda.io, helping to drive strategic initiatives across banking, fintech and iGaming solutions.

In her new role, she will mainly oversee the growth of the group’s sales, marketing and account management functions, ensuring a cohesive strategy that supports Xace’s ambitious expansion plans.

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“I am incredibly excited to start this new chapter with Xace, and work alongside such a talented team and management. Transitioning into the fintech space, while still connected to iGaming, presents an exciting opportunity for growth and learning. I’m looking forward to applying my expertise to help Xace and its group companies achieve new heights commercially, while gaining deeper insights into the fast-evolving world of fintech,” said Petra Maria Poola.

Reuben Abel, CEO of Xace, said: “Petra’s extensive background in the iGaming sector, combined with her commercial acumen, makes her a valuable addition to the Xace team. She will play a crucial role in expanding Xace’s market presence and enhancing its suite of services tailored to the specific needs of the iGaming and fintech industries.”

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