Industry News
Virtual Echoes: Exploring key phrases from the European Gaming Q1 Mini Meetup about marketing technology
The European Gaming Meetups are designed to keep you up-to-date with what is fresh in the European gambling industry.
Panel description: Operators are constantly striving to remain ahead of the competition by attempting to gather as much player data as possible. This can be a complex process, requiring several facets of a marketing strategy to be pooled together. We’ve assembled a panel of marketing technology experts to discuss the challenges in bringing this information together and how a fully-rounded strategy can be implemented.
- On the question of the debate between in-house and outsourced marketing
Allan Petrilli: “The iGaming industry is historically built on third-party relationships and integrations”
Alex Kornilov: “Outsourcing marketing technology is the only way – the DIY way in a company doesn’t work, it is not scalable”.
- On the trend in personalization and how they help the clients:
Eberhard Dürrschmid: “Data speed and sources, the demand for real-time feedback loops and the ability to create different user journey’s per the client’s demands. Personalization is key – if your product doesn’t respond to the player, you will drive users away”.
Alex Kornilov: “Personalization is complex – starts from the Acquisition and retention stages, and spans to predictive Analytics”.
Allan Petrilli: “There’s a lot more in personalization than personalizing an ad – it’s about the whole user journey and experience!”
- On the extent operators need to extend their outsourcing when entering the market in order to understand the customer base:
Eberhard Dürrschmid: “Operators need to know the core value of their product first, know what their product is about and identify points for improvement in order to utilize outsourcing”.
Allan Petrilli: “You need to understand what kind of data works better for you in order to identify user behavior, and then try to collect as much data as possible from your third-party relationship”.
Alex Kornilov: “The essence of wagering is pretty straightforward – money. Know your core product first, and then extend your outsourcing accordingly”.
- On the value of gathering user data in other industries beyond Gaming:
Alex Kornilov: “Sports betting and casinos are the hardest industry in personalization, because of the enormous depth of data.
- On how challenging can it be for operators to put together all the data understand their players
Eberhard Dürrschmid: “Operators need a new type of organizational structure on top of the infrastructure, in order to get new information from various sources”.
Alex Kornilov: “There is no secret sauce – it is a matter of hard work. The biggest challenge is communication between stakeholders”
Allan Petrilli: “Whether you’re a small or large company you need to have a main Point of Contact with vendors, someone who understands integration demands”.
“Operators throughout industries need to learn how to actually utilize third-party services properly”
- On Future development of data
Alex Kornilov:“Data is the new oil and it’s the only way to get ahead in the future! You need to fight for percentage and the only way to go forward is data driven decisions”.
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Industry News
CogniPlay Launches New Social Casino Platform
CogniPlay has launched its new software product, which aims to provide a robust online sweepstakes or social gaming platform to its clients. The system is designed to be modular, allowing customers to tailor their brand and offering to what they believe will give them optimal performance.
The CogniPlay system has several key integrations which help to deliver the product, including games integrations with the likes of Pragmatic Play, BetSoft, Mascot Gaming and many more, giving them 100s of games for their clients. There are other integration options for their customers to pick from too, including affiliate programme software, CRM platforms and associated products, KYC, ID verification, Geo-IP systems, Gamification and customer support.
They also have a very long and extensive development pipeline which will see the product offering develop at pace, giving clients an extensive list of options and USPs, and of course giving players a great user experience as a result.
As well as the platform itself the CogniPlay team, due to their considerable experience, also offer a whole host of managed services, with almost a menu that clients can choose from to fill any gaps in their own skillsets or experience.
CogniPlay’s Chief Executive Officer Allan Turner said: “We are very proud to take the CogniPlay product to market and are excited that people who want to start a new social or sweeps brand can get in touch with us to see what we can do for them, or in fact established brands that are unhappy with their existing provider.
“Our underlying principles are that we want to provide the most flexible platform in the space, to enable our clients to create the product they want to have, not for us to dictate the product to them. The two other main areas of focus are that we want to be the most future-proof product on the market with plans for any regulatory or legal changes that may arise in the future, and that we have all the right safeguards in place to ensure that we look after both our clients and players with our responsible gaming setup. This of course means having the right tech and processes in the key areas of KYC, Geo-IP tech, anti-money laundering, fraud, risk assessment and ID verification.”
The post CogniPlay Launches New Social Casino Platform appeared first on European Gaming Industry News.
Hard Rock International
The Mirage Hotel & Casino to Begin Transformation into Hard Rock Las Vegas on July 17, 2024
Hard Rock International (HRI) announced its plans to cease operations of The Mirage Hotel & Casino as of July 17, 2024, to begin the transformation of the property into the highly anticipated Hard Rock Hotel & Casino and Guitar Hotel Las Vegas (HRHCLV).
Hard Rock will develop a new integrated resort featuring a nearly 700 ft. guitar-shaped hotel towering prominently in the center of the famous Las Vegas Strip.
“We’d like to thank the Las Vegas community and team members for warmly welcoming Hard Rock after enjoying 34 years at The Mirage. We’d also like to thank the Unions, community leaders, local and state government organizations and the Gaming Commission for their support and fair negotiations over the past year. Also, we are grateful to MGM for assisting with our transition,” Jim Allen, Chairman of Hard Rock International, said.
“While we pause for the incredible transformation of this iconic property, I’d like to thank all team members at The Mirage for their incredible commitment and helping us provide memorable experiences for our guests. We are planning to host collaborative hiring events with other employers in the Las Vegas community over the coming months. Connecting the thousands of talented Mirage team members who provide outstanding service with new employment opportunities is a top priority,” Joe Lupo, President of The Mirage, said.
HRHCLV is expected to double the current number of jobs at The Mirage for the Las Vegas community, while the renovation of the property will generate over 2500 construction jobs. Hard Rock will pay approximately $80 million in severance packages for eligible union and non-union employees remaining with the property through cessation of operations.
Industry News
IGT Reports First Quarter 2024 Results
International Game Technology PLC has reported financial results for the first quarter ended March 31, 2024.
“Innovative game, hardware, and systems solutions drove better-than-expected Global Lottery and Gaming & Digital performance in the first quarter. As a result, we are upgrading our full-year 2024 revenue and profit goals, which reflect broad-based momentum across key performance indicators in the balance of the year. We continue to make progress on separating Global Lottery from Gaming & Digital and preparing for the proposed transaction with Everi,” Vince Sadusky, CEO of IGT, said.
Key Highlights:
- Announced Gaming & Digital business to be spun off and combined with Everi Holdings Inc.; transaction expected to close in late 2024/early 2025
- Recognised with top honours at ICE London 2024 awards programmes including “Lottery Product of the Year” and “Best Diversity and Inclusion Employer”
- Received a supply contract extension from the UK National Lottery
- Executed licensing agreement with the Maryland Lottery for IGT’s patented Cash Pop draw-based game
- Mystery of the Lamp named “Top Performing New Premium Game” at 2024 EKG Slot Awards Show
- Awarded contract to provide PeakDual 27 video lottery terminals across Quebec
- Launched iGaming content in Rhode Island
- Achieved AAA MSCI ESG rating, the highest rating possible, and earned a gold medal sustainability rating from EcoVadis.
“We delivered a record organic profit performance in the first quarter, if we exclude Separation & divestiture costs. The Company is operating from a position of strength with historically low net debt leverage, ample liquidity, and manageable near-term debt maturities,” Max Chiara, CFO of IGT, said.
The post IGT Reports First Quarter 2024 Results appeared first on European Gaming Industry News.
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