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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Balkans
EGT Digital Wins “Online Platform of the Year” for the Second Consecutive Year at the Golden Spade’s Awards 2025
Reading Time: 2 minutes
EGT Digital celebrated a remarkable achievement at this year’s Golden Spade’s Awards, securing the prestigious title “Online Platform of the Year” for its modular platform X-Nave for the second year in a row. The award was accepted by Georgi Mihaylov, Deputy CEO of EGT Digital, marking another milestone in the company’s continued progress and commitment to technological excellence.
In 2025, X-Nave distinguished itself through the integration of EGT Digital’s proprietary in-house AI core, developed entirely by the company’s data science team. This innovation transformed X-Nave into a holistic, intelligent ecosystem with capabilities such as real-time player protection, predictive churn prevention, intelligent campaigns, personalized game recommendations, automated bonus optimization, and enhanced QA through simulated behavior. Combined with its modular structure – comprising the CRM Engine, Gaming Aggregator, Sport Product, and Payment Gateway – X-Nave continues to serve as one of the most advanced and reliable platforms in the industry.
Accepting the award, Georgi Mihaylov expressed his gratitude: “These awards are an exceptional recognition of our work. On behalf of the EGT Digital team, a huge thank you, and I can’t wait for us to come back again next year.”
Special Recognition for Industry Leadership
The Golden Spade’s Awards also honored Mr. Vladimir Dokov, CEO of both EGT Digital and EGT, with the distinguished title “Outstanding Contribution to the Development of the Gaming Industry.” This accolade recognizes his long-term leadership, strategic vision, and significant impact on the growth and evolution of both the Bulgarian and global gaming sectors.
Mr. Dokov accepted the award with a message dedicated to his team:
“What we have achieved is not thanks to me, but thanks to our team of 4,300 people and this award belongs to them.”
A Milestone Year for the EGT Group
These recognitions highlight an exceptional year for both EGT Digital and EGT, reflecting their shared commitment to innovation, responsibility, and delivering impactful solutions for partners and players worldwide.
The post EGT Digital Wins “Online Platform of the Year” for the Second Consecutive Year at the Golden Spade’s Awards 2025 appeared first on European Gaming Industry News.
Carmen Alexander
Entain’s Pitching In Initiative Crowned Grassroots Sports Initiative of the Year
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Entain’s Pitching In initiative has beaten off fierce competition to be named Grassroots Initiative of the Year at the Global Football Industry Awards. Launched by Entain in 2020, the trailblazing initiative has made a huge impact at the non-league level of England’s national game.
Pitching In is the title sponsor of the Isthmian, Northern Premier and Southern Leagues – collectively known as the Trident Leagues – that comprise 264 clubs at Steps three and four of the non-league pyramid.
Pitching In, however, has always been about more than a flagship sponsorship. At the heart of the initiative is the ambition to enhance engagement between football clubs and their local communities. This led to Entain being the founding partner of the Trident Community Fund (TCF).
The TCF was launched to help clubs establish and expand community initiatives, maximising the remarkable impact that grassroots football clubs have on their local area. Every club in the Trident Leagues is encouraged to apply for a grant of up to £5000 annually to support community initiatives. The TCF has now supported more than 150 such projects, helping to expand youth, women’s and walking football, as well as supporting initiatives focusing on local upskilling, tackling anti-social behaviour and supporting local veterans and food banks.
In 2022, Pitching In launched the Volunteer Hub to provide a one-stop online portal for clubs to post volunteering vacancies and for local people to sign up and get involved.
Pitching In’s contribution to the grassroots game has now been recognised at the Global Football Industry Awards, a landmark global ceremony which brings together industry giants and trailblazers from every corner of the football ecosystem.
Pitching In was up against the likes of McDonalds, Barclays, Adidas, Nike and Coca-Cola, who were among the other shortlisted nominees for the Grassroots Initiative of the Year prize. Hosted by football royalty – Jamie Carragher and Peter Crouch – the awards celebrate the visionaries, pioneers and change-makers powering world football from behind the scenes.
Stella David, CEO of Entain, said: “We are delighted to see Pitching In recognised in this manner. Football is central to our business, which is why we feel it is so important to invest in the sport at the grassroots level, playing our part in bringing clubs and their communities closer together.
“When we started this project back in 2020, non-league clubs – and English football more generally – were staring into an uncertain future amid the Covid-19 pandemic.
“The grants Pitching In provided at that time proved crucial and we have continued to grow our relationship with the more than 260 clubs, who are the backbone of the English game, over the time since. We love supporting grassroots football and are excited by how this partnership can grow and evolve further.
“We would like to thank the Northern Premier League, Isthmian League and Southern League for their continued support, along with every single volunteer who gives up their time for their local football club. The game at this level could not run without you and Pitching In will continue to do what we can to highlight your invaluable contributions.”
Carmen Alexander from the Global Football Industry Awards added: “Congratulations to Entain and all 2025 Global Football Industry Award winners.
“Our judges were impressed by the commitment Entain has shown to grassroots football over a prolonged period of time and particularly the Trident Community Fund, which continues to make a tangible difference to non-league clubs across the country. Entain is very worthy of this recognition.”
The post Entain’s Pitching In Initiative Crowned Grassroots Sports Initiative of the Year appeared first on European Gaming Industry News.
Industry News
Sky Bet Relocates Headquarters to Malta
Reading Time: < 1 minute
Sky Bet has relocated its headquarters to Malta, a move that could cut its UK tax bill by tens of millions of pounds a year. The change will mean less money for the government at a time when the public finances are under strain.
The chancellor needs to increase tax revenues and is under pressure to levy higher duties on the betting industry – something the industry is aggressively campaigning against. Sky Bet, which describes itself as “the UK’s No. 1 betting app,” has moved its sportsbetting business to the Maltese branch of a new UK company, SBG Sports Limited.
Flutter Entertainment PLC, Sky Bet’s parent company, first told staff about the move in June, alongside a plan to make around 250 people in the UK redundant. At a meeting which was live-streamed across Flutter’s “UK and Ireland” business, workers in Leeds, Sunderland, London, Dublin, Gibraltar, Porto and Cluj were told the relocation of Sky Bet to Malta was driven by a “need to operate more efficiently” and to reduce costs.
Steve Birch, chief commercial officer of Sky Betting and Gaming, said that from November 1, “day-to-day commercial and marketing decision making will take place in Malta,” although Sky Bet’s Leeds office would continue to be one of Flutter’s largest.
The post Sky Bet Relocates Headquarters to Malta appeared first on European Gaming Industry News.
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