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Digital Chain is a business statement. Iryna Kurochkina, Founder & CEO of DC, on the agency’s rebranding and ambitious plans

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1. So, the first big gaming exhibition of the new decade, ICE London 2020, is here, and so is the crazy surprise: Digital Choo rebranding into Digital Chain! Tell us more about the idea and how long were you planning it. 

The rebranding is a major change, and it came to us really naturally. Over the course of 3 years on the market we’ve developed an interconnected in-house infrastructure of services, won over great global companies as our clients, created many award-winning campaigns, and, in the end, we’ve changed. We have a larger grasp of understanding who we are and what value we present to our clients, partners, the advertising markets, and the world in general. So the aspiration for change came from the inside as a natural desire to match our external image with our internal values, the very essence of DC.

Digital Choo

Digital Chain, ICE London 2020

 

 

 

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What is Digital Chain? It is the power to break barriers and go above and beyond in pursuit of the outstanding results. It is intrinsically us — the international marketing agency that commits to using its complex knowledge and services to drive the process of brand establishment for every company that shares the same passion and beliefs with us.

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2. Could you elaborate more on the practical implementation of the concept of rebranding?

The most obvious change is our brand identity embodied in all external branding, POS materials, merchandise and so on. However, Digital Chain is much more than visual changes. It is a business statement. It is about our plans, goals, and the services we bring to the market.
Every piece of our new image communicates exactly who we are and what value we carry to the world. Liquid metal is a key element of our renewed style: a symbol of the agency’s strength yet flexibility, the skills and expertise that complement the DNA chains of new strong brands that we help to create. Other new corporate colors add vibrancy to this philosophy, with Stark White to represent fearlessness, absolute freedom of action, purity of thought, the absence of chaos in our work processes, and Rich Black to reflect our passion for exploring the essence and solid, confident steps to conquer the unknown.

We are bold and daring in our aspiration to develop the international community, and this is essentially what the story’s about. In the near future, Digital Chain will connect even more markets all over the world, introducing its services to Asian and African clients. We will also contribute our expertise in niche verticals to the development of markets that have only recently adopted the global practices and undergo gambling legalization. And of course, we are about to expand our client portfolio both in niche and mainstream categories.

3. A general question on rebranding: If you are doing well, why should you rebrand? As they say in the US, “if it ain’t broke, don’t fix it”. Isn’t this the mantra?

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Change is the only constant thing in the world. To keep yourself in an old framework when you’ve grown, and become so, so much more, is simply wrong. True freedom comes from being sensitive – first of all, to yourself; from being honest; from accepting who and what you are and bringing the corresponding image into the world with responsibility and good intentions. This is how real difference is made- by being yourself to the fullest. It is exactly the same for businesses as for individuals.

4. A number of big companies have fallen off their hallowed perch in the last decade or so. Kodak, Thomas Cook, Nokia, the list goes on. Changing technologies played a big part in that. Do you think in this era of rapid emergence of disruptive technologies, just rebranding alone can help the companies to flourish? 

In a fast-paced world that we live in today, visionaries and pathfinders set the reality that everyone else is battling to succeed in. So yeah, technological advancement must underlie any other changes, without a doubt!
Watching the global market closely, over some time you start to see the pattern of all sales, mergers, acquisitions – an ever-evolving live organism that aspires to reach its maximum potential. It is important to keep everything connected so if one part changes, the others naturally follow suit as well.

5. Specific to the gaming sector, how should a company go about rebranding? What should be the underlying factors a company should consider before making a decision to rebrand?

This company should answer a nominal question “Why?”. As indicated, one of the lasting trends in the gaming/gambling industry, which is highly relevant in 2020, is market oversaturation. Target audiences have difficult time telling companies apart from each other. You may ask if rebranding is the answer. It could be, but it also could not be the one. It is a combination of factors and external influences that have to be taken into account to decide whether rebranding is truly what a company needs.
During the process, you have to be true to your brand essence, consistent, and… there are really many ingredients to the development of a perfect rebranding. A reliable and proven marketing partner is highly recommended to ensure all the details are perfectly set, and that the new brand really stands out and communicates the right messages in the right tone of voice.

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Jennifer Shatley Joins ROGA as Executive Director

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Jennifer Shatley, a recognized expert in the field and a highly sought speaker and advisor, has joined the Responsible Online Gaming Association (ROGA) as Executive Director.

Shatley has had 25+ years worth of experience, working closely with the treatment community, academics, researchers, government bodies, state councils, and gaming industry representatives to promote responsible gaming.

“Many of America’s largest legal mobile gaming operators will be establishing a framework that helps to aid in responsible gaming education and awareness. By coming together with a clear set of objectives, ROGA and our members will work to enhance consumer protections and help provide easier and more efficient access to responsible gaming tools for consumers to enjoy the entertainment of online gaming,” Shatley said.

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IDnow Bridges the AI-human Divide with New Expert-led Video Verification Solution

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IDnow, a leading identity verification provider in Europe, has unveiled VideoIdent Flex, a new version of its expert-led video verification service that blends advanced AI technology with human interaction. The human-based video call solution, supported by AI, has been designed and built to boost customer conversion rates, reduce rising fraud attempts, increase inclusivity, and tackle an array of complex online verification scenarios, while offering a high-end service experience to end customers.

The company’s original expert-led product, VideoIdent, has been a cornerstone in identity verification for over a decade, serving the strictest requirements in highly regulated industries across Europe. VideoIdent Flex, re-engineered specifically for the UK market, represents a significant evolution, addressing the growing challenges of identity fraud, compliance related to Know-Your-Customer (KYC) and Anti-Money Laundering (AML) processes and ensuring fair access and inclusivity in today’s digital world outside of fully automated processes.

As remote identity verification becomes more crucial yet more challenging, VideoIdent Flex combines high-quality live video identity verification with hundreds of trained verification experts, thus ensuring that genuine customers gain equal access to digital services while effectively deterring fraudsters and money mules. Unlike fully automated solutions based on document liveness and biometric liveness features, this human-machine collaboration not only boosts onboarding rates and prevents fraud but also strengthens trust and confidence in both end users and organisations. VideoIdent Flex can also serve as a fallback service in case a fully automated solution fails.

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Bertrand Bouteloup, Chief Commercial Officer at IDnow, said: “VideoIdent Flex marks a groundbreaking advancement in identity verification, merging AI-based technology with human intuition. In a landscape of evolving fraud tactics and steady UK bank branch closures, our solution draws on our decade’s worth of video verification experience and fraud insights, empowering UK businesses to maintain a competitive edge by offering a white glove service for VIP onboarding. With its unique combination of KYC-compliant identity verification, real-time fraud prevention solutions, and expert support, VideoIdent Flex is a powerful tool for the UK market.”

Whereas previously firms may have found video identification solutions to be excessive for their compliance requirement or out of reach due to costs, VideoIdent Flex opens up this option by customising checks as required by the respective regulatory bodies in financial services, mobility, telecommunications or gaming, to offer a streamlined solution fit for every industry and geography.

Bouteloup added: “Identity verification is incredibly nuanced; it’s as intricate as we are as human beings. This really compounds the importance of adopting a hybrid approach to identity – capitalising on the dual benefits of advanced technology when combined with human knowledge and awareness of social cues. With bank branches in the UK closing down, especially in the countryside, and interactions becoming more and more digital, our solution offers a means to maintain a human relationship between businesses and their end customers, no matter their age, disability or neurodiversity.

“VideoIdent Flex is designed from the ground up for organisations that cannot depend on a one-size-fits-all approach to ensuring their customers are who they say they are. In a world where fraud is consistently increasing, our video capability paired with our experts adds a powerful layer of security, especially for those businesses and customers that require a face-to-face interaction.”

The post IDnow Bridges the AI-human Divide with New Expert-led Video Verification Solution appeared first on European Gaming Industry News.

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Real Dealer Studios: Offering a fresh spin on classic roulette

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Shane Cotter at Real Dealer Studios walks us through the groundbreaking new release, Volcano Roulette, and discusses whether classic table games need a makeover for today’s online audience.

Roulette is probably the most timeless casino game out there. Here’s what happened when we gave it a couple more balls. And a volcano.

The game we’re now launching is Volcano Roulette, and it’s fair to say that it’s a huge departure from what the industry is used to. The first thing players will see is the sleek, steampunk environment and a roulette wheel with that smoking volcano right in the middle. The game’s visuals, compared with typical RNG games, are several steps ahead thanks to the Cinematic RNG technology that Real Dealer invented. Essentially, this means the game was built on video that was produced the same way Hollywood films are made.

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As cool as this game looks, it’s really the mechanics that set it apart. In every round, once the spin starts, one or two glowing lava balls can randomly shoot out of the volcano to become part of the action. These extra balls increase the chance of hitting a straight-up bet. If the player does land any straight-up bet, a special sequence starts where the numbers on the wheel shift, steampunk style, into multipliers. Then another lava ball erupts out to pick the multiplier for the straight-up bet win. These multipliers can be as much as 333x and apply to all straight up bets that land in the round. That means the player could win up to 999x their bet.

An eruption of innovation

What sparked this game’s theme is once again related to Cinematic RNG. We’ve got this amazing technology that gives us a huge amount of flexibility. It lets us make hyper-realistic looking games with any kind of action and put them in any setting we choose.

So one of our designers got the idea to have a roulette wheel where the numbers could drop down, shift, flip over and pop back up with different numbers, all of which would happen in an old-fashioned, mechanical looking way.

We were also having ongoing discussions about how to revamp the process of releasing the ball onto the table. And after a few sessions at the drawing board, we had the great idea of including a volcano.

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Between the steaming volcano and the mechanical action of the changing numbers, the steampunk theme basically chose itself. Our 3D designers then set to work creating all the mechanical lightbulbs, cogs turning and all these different dials that give the game its character.

A degree of familiarity

Volcano Roulette is obviously a huge departure from what long-time players are used to. The challenge with revamping a classic is ensuring that when you innovate, you retain those elements of the game that the players love. That’s a balance that I believe Real Dealer Studios has managed to achieve.

That brings us to the question of whether online roulette needs a makeover. And the answer is both yes and no. As you can imagine, different players are after different experiences from the games that they play. Some prefer the classics while others want something completely new.

When this table game first moved into the digital space, it started off as a computer animation. It later improved, but still has that animated RNG feel. Later live games came in and have gained their own following. But for existing table game players used to that classic bricks-and-mortar casino feel or just looking for something higher quality, there was nothing out there.

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Seeing this, we developed cinematic RNG to deliver a much better online experience, with enhanced audio-visual quality and heightened gameplay compared to other table games you find online. I wouldn’t call this a makeover – it’s getting back to what this game is all about and doing a better job of it in the online environment.

Of course, there are other players who are expecting new twists to the game. The key to catering to these different demands from players is to have an extensive portfolio that spans multiple themes and includes a range of features. Some might be done in classic style and include a dealer, others might be automatic and have multipliers.

Attracting new audiences

Where a full-fledged makeover becomes useful is when you’re trying to cross-sell table games to the larger pools of players coming from sportsbook and slots. The challenge here, however, is that each of these two demographics requires a completely unique approach.

To reach sports bettors, for example, we have created games that tie into real-world sporting events. Just last year, we had Hockey Fever Roulette which was launched for the Ice Hockey World Championship in May. The game was set in a man cave loaded with fan memorabilia and had rock music playing in the background. It was everything you would want in a hockey-themed game.

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That was then followed by Rugby Fever Roulette, which was launched ahead of the Rugby World Cup. We wanted to make this game more personalised for each player, so we built a feature where players could choose between dealers and switch the visuals and thematics to match their favourite team.

Obviously, attracting new audiences was a major focus for these two games. But creating sports-themed titles also provided our operator partners with an opportunity to work our games into their event promotions. So, it had marketing benefits too.

Engaging with slots players is a completely different ballgame, however. Traditionally, there isn’t much cross-over between slots and table games. We therefore had to find a common ground between the two verticals. This is where slots-type features like multipliers, collect features and unique designs came into play. Cinematic RNG has really helped us here, letting us create some fantastic mechanics and immersive designs catering to the slots crowd.

Recently we took an even bolder step into the slots realm by partnering with the producers of an enormously popular slots title, 9 Masks of Fire. Our roulette version of the legendary game became an instant hit.

As 2024 progresses, we have plenty more titles in the pipeline which we are confident will offer a new spin on the classics and continue to drive engagement with players. Stay tuned!

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The post Real Dealer Studios: Offering a fresh spin on classic roulette appeared first on European Gaming Industry News.

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