Industry News
Smartico Loyalty Wheel: A Game That Can Be A Game-changer for CRM
CRM is sometimes a game of luck.
Seasoned customer relationship management (CRM) executives would understand this perfectly.
Sometimes you initiate a well-planned and creative-stacked campaign only to find less-than-desired results. Sometimes, you create a quickfire, spur-of-the-hour campaign with available resources to find surprisingly great results.
The intangible reason for such customer behavior is often attributed to luck. That’s why CRM can sometimes become a game of luck.
But gamification could help you win it.
How?
Well, the answer is stuff of a doctoral thesis.
For the time being, take Smartico’s newly launched product called Loyalty Wheel as an example. Let’s see how it can potentially be a game-changer for CRM.
Loyalty Wheel
It is a simple game that allows users to roll a roulette-type wheel and generates an array of random results. It can be either installed as a stand alone feature on a website or deployed as part of the Smartico Gamification tool.
The CRM operators can change the whole look and feel of the game by customizing the user interface, background images, sounds and language. They can also set up how the prizes are won and decide the types of prizes on offer. A typical option is to provide some bonus points to the winner which can be used to gain discounts and bonuses while signing up or making a deposit.
What Can It Do for CRM?
It is an excellent substitute for the usual landing page or the info page used for logging in. Users can play the Loyalty Wheel and win prizes to avail discounts and bonuses for various activities such as signing up, making deposits or placing a bet.
In other words, it lets the potential customers actively win a personalized bonus or discount as opposite to passively getting some one-size-fits-all benefit. Initial results prove its efficiency too. Based on the results of initial trials and use, customer conversion improves by 5-20% when using Loyalty Wheel.
Deployment and Implementation
Smartico has made the installation of Loyalty Wheel a breeze.
It can be seamlessly deployed into an existing website. All it takes is embedding some JS codes and a few hours of technical trial and error.
The following are the main features of Loyalty Wheel:
- Options to provide multiple games simultaneously: Multiple games with different sets of results and prizes can be made available to users.
- Customizable user interface and wheel design: User interface can be customized with company logo and text in any language. The wheel design and appearance can be modified too.
- Multiple skins: It is available in multiple skins, for instance wood, cosmic and metallic.
- Platform-independent functionality: It functions seamlessly on all platforms such as mobile, web and other native platforms.
Once successfully deployed, CRM operators implement the kind of game that ensures best conversion.
The operators have several options to help them bring out the best games possible:
- Spin cost options: The operator can set a pre-defined cost of spin attempt (for example, based on user action, such as one spin for every log-in attempt and 1 spin for 1 euro deposited. The cost can also be based on loyalty points such as 100 points for one spin or it can even be totally free spins).
- Segmenting the games based on customer type: The operator can set which of the users get to play the games, for example available only to VIP customers or only to first-time users).
- Customizing the prizes: The operators can customize the prizes based on the season or customer type.
- Communication options: The communication regarding the games such as winning prizes will be done through emails, SMS, push notifications or website pop-ups as set by the operator.
- Call for action: The operator can set a congratulation message that will appear once the game is over, which can lead the user to a specific page, such as a registration page or deposit page).
- Game preview mode: The operator can preview the game after making all the customization before going live.
- Analytics: Analytics of game usage, prize distribution and customer behavior are also available.
Endless Possibilities
The best thing about Loyalty Wheel is the possibilities it offers a CRM operator. It turbocharges the CRM’s journey towards optimum customer conversion.
After all, conversion is the bread and butter of every CRM. No amount of gamification can help if it does not bring sufficient conversion.
Loyalty Wheel, aided by human imagination and data analytics, has the potential to become a game-changer for CRM operations.
May be it could also ensure that CRM is no longer a game of luck.
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Industry News
QTech Games recruits banking and AI leader Jonny Youssef as CTO to drive next phase of its growth journey
QTech Games, the leading game aggregator for emerging markets, has appointed Jonny Youssef as Chief Technology Officer (CTO) to lead the next phase of the company’s technology organisation, innovation and technology strategy as QTech accelerates its global expansion. Jonny will lead the continued development of QTech’s platform architecture and engineering organisation, focusing on scalability, AI-driven capabilities and next-generation tools designed to support operators and content partners across fast-growing markets. Jonny brings more than 20 years of technology leadership experience across banking, fintech, SaaS platforms and AI-driven innovation. His background combines enterprise-scale infrastructure expertise with hands-on experience building and scaling digital platforms and emerging technology systems. Previously, Jonny served as Head of Innovation for Swedbank Group Lending & Payments, where he led digital initiatives across lending, payments, APIs and digital channels within one of the Nordic region’s largest banking groups. He has also held senior technology leadership roles at Entercard Group, overseeing technology infrastructure and mission-critical production environments supporting large-scale payment operations across Nordic markets. Alongside his enterprise leadership experience, Jonny has founded and scaled several technology ventures and digital platforms. As a technology founder and CTO, he has led the design and development of international platforms operating across Europe and Asia, building distributed engineering teams and scalable digital infrastructure.
In recent years, Jonny has contributed to the development of next-generation AI and sustainability technology initiatives, including work with Circular Living and Biotonomy, where advanced AI, IoT and Edge AI systems are used to power intelligent environments, autonomous infrastructure and real-time operational insights. Beyond his commercial initiatives, he is also a board member and early contributor to The AI Community of Sweden, a national innovation network connecting professionals, enterprises and academia to collaborate on AI innovation. At QTech Games, Jonny will focus on strengthening the company’s technology foundations as it continues to scale globally, enhancing AI-driven functionality, automation and analytics capabilities that enable partners to unlock greater value from the platform. He will also oversee QTech’s engineering and technology teams to ensure continued innovation while maintaining the speed, reliability and integration flexibility that have become hallmarks of QTech’s aggregation platform.
QTech Games’ CEO, Philip Doftvik, said: “We’re delighted to welcome Jonny to QTech at an important moment in our growth journey.
“He brings a rare combination of enterprise technology leadership, platform-building expertise and forward-looking innovation in AI and automation. His experience across banking infrastructure, global digital platforms and emerging technology ecosystems makes him uniquely positioned to guide us through its next phase of technological evolution.
“As we continue to expand across emerging markets, Jonny’s leadership will help ensure we remain at the forefront of innovation — delivering scalable infrastructure, AI-driven insights and powerful technology solutions that help our partners grow.”
Jonny Youssef added: “QTech Games has built a strong reputation as one of the most innovative and reliable aggregation platforms serving emerging markets.
“What impressed me most is the company’s focus on speed, simplicity and partner success — combined with a clear ambition to continue evolving the platform through technology. I’m excited to join the team at a time when AI, automation and data-driven capabilities are creating new opportunities to deliver even greater value to operators and game providers.
“My focus will be on strengthening the platform architecture, scaling our technology capabilities with AI and supporting the next phase of QTech’s growth.”
The post QTech Games recruits banking and AI leader Jonny Youssef as CTO to drive next phase of its growth journey appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
GameOn
GameOn Expands Fractional CMO Division with Appointment of Roxana Nazalu
GameOn, the specialist iGaming marketing and PR agency, has added Roxana Nazalu to its growing GameOn CMO team.
Roxana joins as a Fractional CMO and in a consulting capacity. She will be responsible for supporting clients across campaign strategy, creation and implementation.
Roxana is one of the most experienced iGaming marketers in the industry, having worked for some of the biggest names in the business.
This includes the likes of Las Vegas Sands, Casimba Gaming, Aspire Global and Pragmatic Play.
This experience led her to launch Orange Synapse, a specialist agency serving iGaming providers in markets across the world.
Roxana’s appointment as a Fractional CMO Consultant marks a deeper collaboration between GameOn and Orange Synapse, allowing each to offer a wider range of products and services to its respective clients.
GameOn’s Fractional CMO service has gone from strength to strength since launching back in October 2024.
Led by Alex Wilson, it allows clients to unlock the benefits of a full-time CMO but on a fractional basis, making it the perfect option for start-ups and smaller organisations in growth phase. It’s also a great option for established organisations, allowing them to embrace marketing as a revenue engine and not just a support function, but with board-level accountability.
Alex Wilson, Head of Marketing Division at GameOn, said: “We are delighted to welcome Roxana to the GameOn CMO team at such a pivotal moment for our agency. Since launching our fractional service in 2024, the demand for high-level strategic leadership, without the overhead of a full-time executive, has exploded.
“Roxana is a powerhouse in the iGaming space and her track record with global giants like Pragmatic Play and Las Vegas Sands speaks for itself.
“By bringing her expertise into the fold, we’re not just adding a consultant, we’re significantly deepening our strategic offering and ensuring our clients have access to the very best marketing minds in the business.”
Roxana Nazalu, Fractional CMO Consultant at GameOn, added: “Joining forces with GameOn is a natural evolution for me and a fantastic opportunity for Orange Synapse.
“I’ve always admired GameOn’s reputation for delivering clear, results-driven PR and marketing within the iGaming sector. This collaboration allows us to offer a truly holistic service, bridging the gap between high-level strategy and technical implementation for slot studios, operators, affiliates, payment providers and other industry stakeholders.
“My focus will be on helping clients navigate complex markets and scale their brands with the agility that the fractional model provides. I look forward to working alongside Alex and the team to drive meaningful growth for our partners.”
The post GameOn Expands Fractional CMO Division with Appointment of Roxana Nazalu appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Angelo Palmisano
Pavilion Payments Appoints Angelo Palmisano as its Chief Product Officer
Pavilion Payments, the gaming industry’s leading omnichannel payment solutions provider, has appointed Angelo Palmisano as its Chief Product Officer. In this role, Palmisano will lead Pavilion Payments’ product and innovation strategy, guiding the continued evolution of the company’s platform and overseeing product development and design across its expanding portfolio of solutions for casino operators.
Palmisano brings more than 35 years of experience across the global gaming industry, with deep expertise in casino technology, product development, gaming systems, electronic gaming machines, payments, automation, loyalty technologies, and digital signage.
He founded Paltronics and grew the company into a global gaming technology business with offices across North America, Australia, South Africa, and Asia before the North American division was acquired by Aristocrat Technologies in 2014. Following the acquisition, Palmisano joined Aristocrat as Senior Vice President of Global Strategy and Innovation, where he helped evolve the company’s systems portfolio into a multi-property enterprise platform and supported major deployments with operators including Boyd Gaming, Choctaw Casinos, and the Cordish Companies. Prior to joining Pavilion Payments, he also served as Chief Strategy Officer for Win Systems.
In his new role, Palmisano will lead Pavilion Payments’ product organization, overseeing product development, design, and innovation, while guiding the continued evolution of Pavilion’s platform across payments, compliance, and iGaming initiatives.
“Angelo has been at the forefront of gaming technology innovation for many years, and we’re excited to have him join Pavilion. He brings a unique combination of entrepreneurial vision, product expertise, and deep industry knowledge. As we continue evolving our platform with deeper systems integrations and data insights, Angelo will be pivotal in guiding that journey,” said Diallo Gordon, CEO of Pavilion Payments.
Palmisano said the opportunity to join Pavilion Payments was driven by both the leadership team and the company’s strong product foundation.
“Pavilion has built a strong product foundation and has a real opportunity to capitalize on the technology and business shifts happening across our industry. I’m looking forward to working with the team to continue building solutions that help our customers succeed and support Pavilion’s long-term growth,” said Palmisano.
The post Pavilion Payments Appoints Angelo Palmisano as its Chief Product Officer appeared first on Americas iGaming & Sports Betting News.
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