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Gamesys builds on “transformative” year with 360º customer experience focus

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Following a landmark 2019, Lee Fenton, the CEO of the newly formed Gamesys Group, reveals how a recent integration of Zendesk’s customer service and engagement platform is providing the groundwork for Gamesys’s ventures/brands.

With over 1,300 employees across 16 group offices worldwide Gamesys puts a lot of emphasis on ensuring the best customer service across all your brands, how has your recent transformation via Zendesk enhanced your focus on customers?

Zendesk has set the foundation for our 360º view of the player initiatives for 2020. Being able to look at our players in different contexts while all within one unified system, gives us the ability to provide a personalised experience for our players based on their preferences and needs. Our players may prefer to engage with us on social channels, receive a call-back or search for the answer to their issue without ever engaging with our advisors. Zendesk has allowed us to introduce these options and enhance our existing channels increasing our teams’ capacity.

Zendesk has also provided us with an invaluable insight into what our players expect from our customer experience team. This enables us to personalise our player’s experience even further as we roll-out the next phases of our customer care platform. Our ultimate aim is to ensure that we provide the best experience, via the right channel, within a safe and responsible environment.

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Gamesys’ customer service transformation required collaboration across multiple teams to get buy-in and transform their service centres, what’s the key to keeping everyone on message?

To understand the magnitude of collaboration that was needed to enact this change, 21 teams actively contributed to the successful selection and 82-day roll-out of Zendesk. The success of the initial rollout came down to personal investment, a willingness to engage and constructively work through competing priorities and a commitment to improving both the experience and toolsets for our players and advisors.

 

Not many companies have to provide market-leading customer experience to a global player community, what are your top priorities in terms of anticipating your customers’ needs?

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Our top priority for 2020 in the customer experience space is to provide the best entertainment to our players within a safe and responsible environment. This relationship demonstrates our commitment to understand and care for our players and enables us to provide the most enjoyable customer experience.

Zendesk provides a unified view of the player, multiple avenues to reach out to our community and contributes intelligence which we use to refine our predictive models which identify users who may potentially be at risk.

As regulations evolve, it is vital that we continue to demonstrate our commitment to compliance. Zendesk provides us with tools for rigid GDPR compliance, auditing and reporting for KYC and AML.

 

How do you measure the impact of the customer experience with your customers, are you predominantly focused on retention and spend or is there more to it?

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We want to build long-term sustainable relationships with players. We measure the impact of their experience through their engagement with our brands throughout their lifetime rather than spend.

We are always looking to invest in our players and their experience, and this gives us a competitive advantage in the marketplace. We are in the entertainment business which is at the heart of the reason why players visit our sites. Our focus is providing enjoyment whilst empowering them with the tools to control their play. By providing a frictionless customer experience, we enhance the value of the brand which helps in our goals of creating a sustainable responsible business and organically drives brand awareness and retention.

 

Bingo players and operators are unique compared to other sectors of the gaming community. Where do you see the key differences in providing customer service to this sector than say land-based casinos or slots customers?

For our online Bingo-led brands, we have a vibrant social community who enjoy engaging with other members and our Chat Hosts. Our community is often the first to provide us with constructive feedback on our games and engage with us if there are any issues on the site that may need attention. This community feel is not unique to our Bingo players and can be equally applied to other segments of our poker and casino communities. At Gamesys, we have found that brand, player demographics, and a player’s persona influence the type of customer experience one would most prefer to receive — whether that be via phone, email, chat, or even self-service.

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As an award-winning, leading global operator, what does Gamesys’ vision look like in the next decade and what part do your service centres play in this?

We continue to invest in the Gamesys Group multi-brand strategy and we recently launched a new site with Scientific Games which is dedicated to one of the UK’s most popular slots, Rainbow Riches.

We will also continue to develop our existing ventures while expanding into new markets. As we know from entering new markets such as Germany, Sweden, and Japan, each market comes with unique challenges, opportunities and regulatory compliance requirements. Our advisors and the player experience we provide will continue to adapt and remain flexible so that we can respond continually to meet our player’s expectations.

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Flexion Reports Revenue Increase of 9% for 2024

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Flexion, the games marketing company, has announced that its revenue grew 9% to year-end December 2024. The growth is attributed to the Company’s success in the alternative app store market.

Since its IPO in 2018, the company has built a well-positioned games marketing business around the alternative stores and grown annual revenue 50-fold to almost US$100 million. Its game portfolio represents several billion US$ in gaming IP for alternative market partners like Samsung, Amazon, Huawei, OneStore and Xiaomi.

“With the Digital Markets Act (DMA) coming into force in Europe and recent legal actions in the US, mobile game developers have felt a new-found freedom to explore their market options. We’ve already moved beyond the era when Google and Apple controlled everything. Developers are looking for alternatives that offer better margins, and additional audiences and revenue. Partnering with Flexion opens up a range of market channels with very little up-front investment,” said Jens Lauritzson, CEO of Flexion.

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Flexion currently distributes more than 30 high-profile titles on the alternative stores. Top-tier games in the Flexion portfolio make on average US$ 10 million a year based on Q4 2024 run rate. That’s income in addition to their Google and Apple revenue with a business model that adds little to their costs.

In Q4 2024, Flexion-serviced games were, on average, generating 9.3% through the alternative stores of the revenue they made on Google Play. This is a significant boost for Flexion’s partners without major costs or effort.

“If you scale for the size of the stores, the alternatives massively out-performed Google in Q4 for our games. This is exciting both for Flexion’s business and for the future of the games industry as a whole. We’re seeing the beginning of a sea change in games marketing,” Jens said.

“We’re seeing just the beginnings of a major shift in how top-tier developers address their markets. Using Flexion to access alternative stores is an easy first step into the post- Google and Apple world. Many developers are already looking at their options beyond that and Flexion will be right there with them providing the technology and expertise they need to maximise the potential of their games,” Jens added.

The post Flexion Reports Revenue Increase of 9% for 2024 appeared first on European Gaming Industry News.

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Players Reclaim Close to $7M Through AskGamblers Complaint Service in 2024

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The latest AskGamblers Complaint Service report for 2024 has officially been released. The comprehensive report highlights the most important accomplishments and records of the AskGamblers Complaint Service team for the previous year.

In 2024, The AGCS team (formerly known as AGCCS) managed to return $6,890,547.11 to players. Over 7259 players turn to AskGamblers, submitting complaints against 1114 casino brands. Out of all the accepted and processed complaints, the team had a 68% resolution success rate. One of the notable milestones that reached was returning a total of $70 million to the members.

Dijana Radunović, General Manager at AskGamblers, said: “It’s amazing to see the trust players put in us year after year, and we’re able to repay them by helping them recover their funds from operators or solve other related issues. We’ve had another successful year, with a few records broken and amazing milestones achieved and we can’t wait to see what lies in store in the years ahead.”

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SlotsCalendar Announces its Second Awards Edition at iGC Malaga 2025

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SlotsCalendar, a leading name and tastemaker in iGaming, has announced the second edition of the SlotsCalendar Awards. Winners will be announced during the iGC Malaga event in May 2025.

These awards are rapidly gaining significance in the iGaming world as SlotsCalendar’s steady growth, success, and player-centric mentality represent the community’s interest.

Players have approximately a month to vote between the 10th of April and the 12th of May.

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For its 2025 edition, the SlotsCalendar Awards Gala returns to the iGaming Club Conference in Malaga, happening on May 28th. The Awards categories for this year are as follows:

• Game Studio of the Year

• The Slot Everyone’s Talking About

• Star Slot in the Making

• Casino of the Year

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• Excellence in Bonus Variety

• Industry Standard in Responsible Gambling

• Live Casino of the Year

• Best Sports Betting Platform

• Best New Casino

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• Best Crypto Casino

While the idea of iGaming Awards is not new to the industry, the SlotsCalendar Awards are unique for a simple reason: winners are voted by players from the entire iGaming community.

The uniqueness of these awards makes them particularly important in iGaming. Placing the decision-making strictly in the hands of the player is a fundamental shift in the iGaming community.

SlotsCalendar CEO Viorel Stan said: “It’s truly an honor and a privilege to see how our SlotsCalendar Awards have evolved. Last year’s inaugural edition was a crowning achievement for us. It proved how vast and involved our community is, creating a level of engagement that made us incredibly proud. Being able to return to the iGC and reward some of iGaming’s luminaries in the name of the SlotsCalendar Community is beyond gratifying.”

The post SlotsCalendar Announces its Second Awards Edition at iGC Malaga 2025 appeared first on European Gaming Industry News.

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