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How Parimatch Use Data-Driven Approaches to Launch Experimental Betting Projects
Parimatch is changing the betting industry, and data is the key to these changes. Together with Head of BI and Analytics Parimatch Anna Gayvoronskaya, we’ll tell you how we applied data-driven approaches to launch the session game Footboss — a new gamified way to involve customers in the betting world.
Parimatch Betting Experiment: game Footboss
Footboss is a simple soccer-themed IDLE RPG game integrated into the Parimatch app: the player doesn’t need to register anywhere else if he already has an account in the system.
Games are designed for relaxation and chilled-out gameplay — conventionally, there are 5 minutes for which you can manage to go through a couple of bosses, acquire new skills and get prizes. Among the awards were Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, and other branded gifts from Parimatch.
Parimatch natively integrated betting into the game: the player could place a couple of bets and speed up the progress, but this was completely unnecessary.
How Footboos Engaged Players
The global goal of Footboss is to refresh the world of betting: the game was conceived as an alternative to the boring campaigns and promotional offers for Euro 2020. In addition to focusing on high odds, bonuses, and competitions in marginality, the goal was to give players variety and new emotions.
Thanks to Footboss, the player returned to Parimatch not only because he wanted to place a bet or check the odds but to take a break, win a few fights and get a prize in a process. The game developers specially made it session-based so players would not get stuck in it for hours and returned to their business after a couple of boss fights.
Footboss’s main gaming adventure is to free ten soccer stadiums from the giant invaders. The game’s key character is the Coach, whose task is to prepare his players for effective penalties and non-standard decisions day after day.
At first glance, the game seems simple, but with each new level, the player discovers many directions to deepen and develop their characters. Thanks to the random distribution of awards and achievements, the journey became unexpected: different things, tasks, heroes always dropped out. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
Ways to Use Data-Driven Approaches
Nowadays, in business, not enough to be guided by feelings or intuition. We must base global steps on data and analytics because analytics answers the question, “what can we do to make this product better?”
Before the launch of Footboss, a BI team completed the game’s mathematical model, which was the basis for the player’s interactions with Parimatch products. Also, data specialists developed a mathematical system for the equiprobable drop of prizes, according to which the player could get a prize regardless of how much money he spent on the game.
*quote*
Placing some bets could speed up the game’s passage, but this does not affect the dropout of prizes.
The compilation of models and comparison with the bases of active players of Parimatch helped to attract the number of players to Footboss, calculate the possible increase in GGR and the costs of the project.
For developers, data analytics prepared dashboards of the game progress, the number of participants, and their activity.
We frequently analyzed players’ engagement during the promotion period and made updates based on this data, for example, extra-levels or new characters.
We carried out the work with data at all stages of the project, including calculating the retrospective results. Here’s the data we’ve collected for future versions of the game:
- the number of players
- player engagement rate
- number of fights
- number of completed quests
- the average and the maximum duration of a gaming session
- number of open loot boxes
- game speed run
- the number of registrations on the site and application
- conversion of landing pages
- email open rate
- costs of prizes per active player
- the financial result of an experiment
Data to Highlight the Pandemic Damage
It’s hard to describe 2020 projects without mentioning the pandemic impact. The crisis and quarantine dealt heavy damage to the entire market, and the Footboss campaign was no exception. Everything went wrong: change of concept due to the cancellation of Euro 2020, anti-crisis measures in the company, limiting the launch of the game to 1 region out of 7 planned.
We calculated not only positive results but also what we received less due to the pandemic and crisis:
- loss of audience and GGR due to the cancellation of Euro 2020
- losses due to launch in only one region of the brand’s presence
- losses due to out of sync with the marketing campaign
- losses from the lack of integration of other company’s entertainment
Data-Driven Approaches for Future Experiments
The fundamentals of data-driven approaches lie in that data can be collected not only for retrospective activities but also throughout the entire process. You can build mathematical models at the beginning of the experiment, compare them with real performance, make adjustments, and achieve a positive effect for the business.
If earlier everyone in betting analyzed only the results of campaigns, now the data is used at all stages. We plan and build the mathematical models, make adjustments based on the results we obtained, and then we conduct a retrospective for future projects. Working with data has now become a continuous process from post facto analysis of results.
For Footboss data-driven, the approaches helped to calculate the number of potential players, the profit from their attraction, and the losses caused by the pandemic.
The first launch of Footboss opened the door to a new approach to attracting players to the world of betting. As CPO Parimatch Sergey Berezhnoy said: “We have built a stadium where we held the first championship.”
So new adventures await the players, and we are developing new quests and game levels — and all game activities will improve thanks to the data from previous versions of the project.
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The Swedish Trade Association for Online Gambling – today presents a comparative study between how the gambling markets are regulated in Sweden and Denmark. The report has been carried out by the independent law firm Nordic Legal. In addition to the comparative study, 19 recommendations are made to the Swedish government and the Swedish Gambling Authority (SGA).
The report authors have found that Denmark’s gambling regulations is more successful in meeting its country’s gambling policy goals, in that Denmark over time has had a higher and more stable channelisation, but that Denmark’s position also seems to be under threat recently.
The report states that Sweden is unlikely to reach its 90 percent target in terms of channelisation unless a larger reform takes place, and the recommendations presented in the report can be used to increase the channelling rates.
The report also states that channelisation is important and should not be neglected as a marker for a well-functioning gambling market, something that has been proposed by policymakers in Sweden and elsewhere as a response to the difficulty to reach previously decided high ambition channelisation goals.
The report authors believe that no repressive measures will alone solve the channelisation problem, neither implemented nor future, as long as the licensed gambling market is not allowed to offer a sufficiently attractive gambling offer. Repressive action can include measures such as ISP blocking and payment blocking. Attractive gambling offers may, for example, include a somewhat less rigid bonus and loyalty regulation in Sweden.
The report also points to different government and authority cultures in Sweden and Denmark. According to interviews of licensees in the report, Sweden’s gambling authority is characterized by a punitive culture and a culture of fear, while Denmark is stated to be dialogue-oriented in the relationship between authority and licensees. The escalation ladder of measures in Denmark when licensees violate rules is mentioned as one positive characteristic. This should be compared with Sweden, which is stated to instantly apply the harshest possible sanctions.
“We hope that the report will be a useful tool and encourage Sweden to find inspiration in several of the measures and approaches that have been so successfully implemented in Denmark. Some of them are strictly rule based, such as how loyalty programs are regulated. Some are more difficult to approach and of a cultural nature, but just as important, and are connected to the policymaker’s attitude to the industry it is supervising”, says Gustaf Hoffstedt, Secretary General of BOS.
“Hopefully, this report can inspire policymakers in Sweden to choose the path of regulation that strengthens the licensed gambling market and as a consequence strengthen consumer protection, as neighbouring Denmark has successfully proven is possible,” Gustaf Hoffstedt concludes.
The post BOS presents comparative study between gambling regulations in Sweden and Denmark appeared first on European Gaming Industry News.
Dmitry Starostenkov CEO at EvenBet Gaming
Elantil adds poker to online marketplace with EvenBet Gaming integration
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Pioneering platform solutions provider adds first poker solution to Elantil’s Marketplace after teaming up with award-winning software company
Elantil, the disruptive iGaming technology company looking to revolutionise the industry through its adaptable platform solutions, has announced it has added its first poker product to its innovative online marketplace after integrating with EvenBet Gaming.
Named “Best Poker Supplier” at the EGR B2B Awards 2024, EvenBet Gaming is a company with over 20 years’ experience powering online card games. Enabling operators to launch their own poker room or connect to a vast network that shares databases and hosts common tournaments, EvenBet Gaming offers a number of unique solutions to maximise liquidity and increase revenue.
Providing upwards of 40 poker variants – including mixed games such as Omaha Hi/Lo mixed and H.O.R.S.E. that help operators engage different player segments – EvenBet Gaming software is currently used by over 200 customers with 72 million players and can be integrated with any major cryptocurrency.
With this presenting operators with a unique opportunity to connect with new audiences and add another highly sought-after vertical to their line-ups, EvenBet Gaming will undoubtedly be a popular addition to Elantil’s Marketplace for all partners looking to broaden their market share.
As with all Elantil’s Marketplace partnerships, clients will be free to reach out to the provider directly and form their own agreements, with this ensuring that they will have control over a fully-customisable contract capable of supporting their unique business needs.
John Debono, Chief Technical Officer at Elantil, said: “At Elantil, we’re always looking to broaden the range of services that are available via our online marketplace – and by integrating with EvenBet Gaming, we’ve added yet another string to our bow that will provide partners with a flexible and cost-effective way to tap into the booming online poker and crypto poker markets.”
Dmitry Starostenkov, CEO at EvenBet Gaming, said: “Becoming the first poker solution to feature in Elantil’s online marketplace certainly speaks volumes about the trust the company has placed in our products, and we’re excited to repay that faith by showing their clients why our software is currently being enjoyed by over 72 million players in 41 countries worldwide.”
The post Elantil adds poker to online marketplace with EvenBet Gaming integration appeared first on European Gaming Industry News.
Aristocrat Interactive
Logifuture strengthens relationship with Aristocrat Interactive through new Simulate integration
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Unique virtual product offers instant action for sports fans
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Simulate adds thousands of daily betting events and a consistent margin
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This follows the successful integration of the Zoom Soccer product
Logifuture, a leading supplier of iGaming products, has expanded its relationship with Aristocrat Interactive
with the integration of its unique virtual sports product, Simulate.
Unique in its genre, Simulate lets users enjoy the excitement of football and basketball real-event outcomes without the wait. After placing their real-world multiple selections, users can simulate the action instantly – either by watching the matches unfold over 30 seconds or receiving immediate results, with fast payouts every time. Users can run up to 15 simultaneous simulations of the same betslip, enhancing the entertainment while ensuring a seamless experience.
Aristocrat Interactive, a leading global real money gaming (RMG) supplier, will add Simulate to its iGaming platform offering, allowing more sports fans real-time betting experiences. This follows the previous successful integration of Zoom Soccer, another of Logifuture’s industry-defining virtual sports products.
Simulate by Logifuture | The Future Of Responsible Sports Entertainment
Niccolo Cassettari, Chief Business Development Officer at Logifuture, said: “Expanding our relationship with Aristocrat Interactive marks an exciting step forward for Simulate – and reinforces our mission to build next-generation betting experiences. Their decision to adopt multiple products from our portfolio is a strong signal that we’re on the right path.
“We’re seeing a growing appetite for fresh, innovative sports entertainment – and for operators, it’s a chance to showcase innovation and position themselves ahead of the curve – offering users a fresh, engaging experience that sets them apart from the competition.”
Nir Hakarmeli, Managing Director at Aristocrat Interactive iGaming & Sports, said: “We’re constantly striving to add cutting-edge products that can enhance the experience for our partners and their players in a responsible and sustainable way. Simulate is an exciting addition to our portfolio – a fast, engaging and highly original concept that fits perfectly with the demand we’re seeing in key growth markets while aligning with our commitment to delivering safe and enjoyable play.
“As part of our extended agreement with Logifuture, we’re pleased to bring Simulate to a wider audience through this latest integration.”
The post Logifuture strengthens relationship with Aristocrat Interactive through new Simulate integration appeared first on European Gaming Industry News.
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