Interviews
Spain Spotlight: R Franco on navigating choppy waters
In our two-part series on Spain, Mario Benito, CCO at R. Franco Digital, explains how industry veteran R. Franco Digital is managing to keep pace with increasing restrictions at home while expanding its horizons internationally.
Talk us through R Franco’s 2021 – what were the highlights and do you feel you closed the year with some great success?
The year 2021 was another successful one for the team at R. Franco Digital. We had some massive slot releases including Buttom’s World, Jurassic Slot, and one of our first sequels, Wild West 2. Wanabet, a Spain-focused operator brand also secured an invaluable partnership with FeelSpin to integrate its technology with us, which has greatly helped us boost what we can offer when it comes to live casino. We also partnered with a great list of leading operators, a particular highlight being with our friends the Sisal Group, who now offer our extensive catalog of innovative releases across its regulated markets.
The icing on the cake, and indeed something that we’re absolutely delighted about has been the acquisition of our Gaming Supply License from the Malta Gaming Authority. This has in turn led to us being able to offer our leading online gaming portfolio to a broader international audience than ever before, and the uptake so far has been excellent. Given our heritage as Spain’s most established gaming company, our brand name has served us well in entering new territories, and we plan to continue with that momentum for the rest of 2022.
Looking over to Spain, how has the market weathered the COVID situation, and do you see the potential for this year to return to business as usual when it comes to online?
The online gaming market offers entertainment, and that’s been a key demand through the last two years. The sector has no doubt seen a boost in player engagement, and we’re seeing increasing numbers of demographics giving the iGaming world a try. This to us, and especially in Spain, represents increasing confidence in the online world, and indeed for land-based players adapting to a new preferred channel for gaming.
However, that’s not to say retail and land-based won’t rebound. The great victim of the pandemic in our industry has been land-based casinos, due to the limitations of capacity, if opening at all in some cases. However, the numbers we have seen from Q4 2021 indicate that this trend has improved since 2020’s challenges, and we’re confident of a return to normality.
Given Spain’s heavy marketing restrictions, has that affected the market’s ongoing evolution, and has it proven a challenge for marketers to get their message out?
Understandably, restrictions on advertising and marketing have presented a challenge for all domestic operators and it appears that only those with a large enough customer base in place have been able to remain profitable. From the point of view of the acquisition of new players, the restrictions have deemed it impossible to monetize promotional campaigns for both sportsbook and casino that are tier two and tier three operators, and that will no doubt have an effect.
Likewise, the restrictions in the advertising of sporting events have forced larger operators to compete with smaller operators by running promotions with affiliates. This was previously a marketing tool used by mid-sized operators but is now a key part of advertising for all companies.
There is no doubt that the biggest challenge has been adapting to advertising restrictions, in a fast and legal way. The ability to do this and change so quickly has been one thing that has always surprised me about this sector.
Given the recent news from the Spanish regulator on the introduction of loss limits – how much do you see that affecting players who back heavy favorites and also betting exchange customers?
I believe that this only affects the behaviors of players that it was initially intended for. We believe customers who enjoy our products are players who like to gamble for entertainment purposes only, so this type of limitation should not affect us or them in any way. At the same time, whenever this type of news comes out, it does affect public opinion of gambling through the fact that it is being restricted, which may imply that it needs further prohibiting or sanctions. As we see it, restricting businesses should not be the objective of any Government, however, we of course welcome any initiatives to protect players, and of course tackle problem gambling.
Spain has always been famous for its sports betting culture – how much of a cross-sell have we seen towards casinos for sports betting fans and which verticals are performing best?
Spain is a special market in Europe since there is already plenty of cross-selling between sports betting and online casinos. With that being said, one vertical’s loss will always see another’s gain and during the pandemic, while live sporting events were canceled, the sporting verticals’ decline certainly increased the online casino player base. Post pandemic effective cross-selling has become more critical than ever to ensure the acquisition of new customers, whilst retaining existing players. This can be seen in how cross-promotional campaigns were a key factor in the strong recovery of the sports betting market once live sporting events commenced. This is important because although the sports betting vertical always reigns supreme in popularity, the slot vertical is fast establishing itself as a strong competitor. Overall, as a consequence, both naturally benefit from the success of the other through cross-selling.
R Franco launched IRIS 4.0 just over a year ago and has continued to retain the Spanish crown as the market’s most advanced native platform. How much does the Spanish technological environment differ from the rest of Europe?
IRIS 4.0 has reached a significant degree of maturity and offers our customers the best guarantee of continued success, especially when it comes to Spain. Four years ago, international clients that opted for IRIS are still with us today after verifying the solidity of our newest IRIS 4.0 platform – and its testament to what it’s been able to do. We offer a fantastic arsenal of engagement boosting bonuses, campaign and promotional tools, as well as investing in many years of R&D to make sure we released the best platform possible. The trust of our customers is, as always, the greatest measure of achievement and we look forward to providing them with further developments in the future. The Spanish technological environment doesn’t differ too greatly to the rest of Europe, and this is reflected more so by the many international and domestic clients that make use of IRIS 4.0.
Last but not least, looking to 2022 and R Franco’s MGA license acquired in 2021 – what are your plans for European markets this year and what can we look forward to in the coming months?
We are close to unleashing our full potential with aggregators and customers who value us in regulated markets, which our MGA license is no doubt set to be a fantastic platform for. Soon we will also be able to demonstrate our true potential and bring our unique take on online slots to a much broader audience through new slot releases, further partnerships, and all-around growth of our business. This year has already seen the release of hit games like Witches North and Sabin of Chazos and we are thoroughly excited for what the rest of 2022 will bring – we’ve got some really creative titles in the mix, of course, do get in touch with us at [email protected]!
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In the vibrant gaming industry in Chile, Francisco Leiva’s figure emerges as a key reference. A trained industrial civil engineer, his professional journey spans 35 years, from his beginnings in the public sector to his prominent role as Superintendent of Casinos, and more recently as Corporate Manager of Strategic Development at Marina del Sol. His entry into this industry, marked by challenges and significant achievements, reflects his commitment to progress and innovation. In this interview, Francisco shares his vision, experience, and accumulated wisdom over the years.
Could you tell us a bit about your career, professional trajectory, and path to where you are today; What motivated you to enter the Gaming industry?
I am an industrial civil engineer, and my career started in the public sector 35 years ago. Initially, I worked at the Ministry of Health and then at the Ministry of Finance, where I was involved in the drafting and legislative processing of various bills, such as the anti-money laundering law and the gaming casinos law.
Given my work in the legislative process of the gaming casinos bill, after its enactment in February 2005, President Ricardo Lagos appointed me as the first Superintendent of Casinos to implement the law. It was a significant professional and personal challenge as it involved bringing an industry that was far behind similar developed countries as Chile up to date.
During your time as Superintendent of Casinos in Chile, what were the most challenging tasks you undertook, and what would you say was your legacy in the gaming industry?
The main challenge was implementing the new gaming casinos law, which involved setting up the Superintendency, hiring staff, and preparing all conditions for private investors to apply for new casino operation permits. This led to 52 projects being submitted for the 18 available casino permits, with investments exceeding US$ 755 million at the time. Foreign investment accounted for 55%, and national investment for 45%.
The result was the construction of 18 new casinos along with complementary facilities such as hotels, convention centers, restaurants, and other leisure facilities that turned these areas into tourist attractions in the cities where they were built.
Undoubtedly, the main challenge was meeting the tender requirements within a tight timeframe. We managed to have a competitive process with operators from around the world, radically changing Chile’s gaming casinos industry.
The legacy was transforming the gaming casinos industry from seven municipal casinos to a modern industry with 24 top-level casinos and facilities.
What significant lessons have you learned throughout your career? And what message would you like to leave for future generations?
One lesson is that ambitious goals can only be achieved through dedication and by building motivated teams with clear objectives. It’s impossible to do it alone in tasks like these.
I believe the message is to work with honesty, dedication, and without losing sight of the task entrusted to you.
Knowing you personally, not just professionally, what activity inspires you or helps you achieve balance in your life?
Since I was a child, I have been passionate about playing tennis, and I have tried to maintain this passion even as a senior player. In this sense, I think engaging in sports helps maintain a healthy mind and body, which is essential to counter the stress that comes with demanding and complex work.
Similarly, one cannot neglect family life, as they are the ones who will ultimately support you in difficult times.
In summary, the only way, although not easy, is to harmonize work demands with a balanced life.
Finally, what is your opinion on hosting such an important international event in your country? And in a way, being one of the hosts to such important international personalities.
It is very important for the country to host such events that allow interaction among different actors in the gaming industry. It facilitates the exchange of experiences and networking, allowing the industry to continue developing. It is also important for public authorities, especially regulatory ones, to participate so they can understand the industry’s reality and see where the industry is heading given technological and cultural changes.
Francisco Leiva’s story in the gaming industry in Chile is an inspiring testimony of determination and success. From his crucial role in implementing the gaming casinos law to his contribution to the industry’s growth and modernization, his legacy endures as a beacon of positive change. Beyond his professional achievements, Francisco reminds us of the importance of balancing work and personal life, as well as the need to stay focused on values such as honesty and dedication. His optimism and commitment to the future of the gaming industry in Chile are a reminder that success is achieved through effort, teamwork, and a clear vision.
With the iGaming industry currently experiencing a perfect storm of evolving technology, progressive regulation and increased internet penetration, we sat down with BETBAZAR’s Chief Operating Officer, Max Sevostianov, to get his take on the latest emerging trends for operators to keep an eye on and how they could potentially alter the gambling landscape in the next few years.
You’ve previously spoken about the increased adoption of AI being one of the most notable recent developments in iGaming, but outside of this technology are there any other notable emerging trends that you think will play a major role in shaping the future of the industry?
From my perspective the growing prevalence of mobile gaming continues to have a major impact on how the iGaming industry is evolving. Driven by the increased availability of smartphones/tablets and greater internet penetration, mobile gaming offers unparalleled accessibility and convenience, which in turn enables users to enjoy their favourite games anytime, anywhere. Somewhat related to that, I think we’re also seeing live streaming platforms become much more popular and channels like Twitch – which is now the go-to medium for esports coverage – are becoming an essential part of operators’ toolkits. Finally on a more personal note, I’m a big believer in the potential of VR and AR technology. With recent games like No Man’s Sky providing immersive VR experiences where players can really feel the emotion of what it might be like to command their own spaceship, I really think the entertainment they provide will be key to the future of iGaming.
Looking specifically at the changing gaming preferences of customers, it seems that player interaction and community involvement are becoming increasingly important to operators looking to generate sustained user engagement. Do you expect products like crash games and bet-behind slots that offer these social aspects to become even more popular in future?
Definitely. Whether it’s having multi-player compatibility or providing social aspects that allow users to engage with each other and share the betting experience, any product feature that promotes unity will play an important role in increasing audience engagement. You only need to look at recent high-quality titles like Helldivers 2 to see how effective these gameplay elements can be. Here, the developers have created a co-operative third-person shooter where players compete in teams, invite their friends and socialise with one another to create a more immersive experience. I think when analysing this type of game, you have to make a distinction between the gambling side of things and the entertainment aspect – and I’m a big believer in the value of the latter, as this is what will ultimately provide the user experience that keeps players coming back.
Likewise, when it comes to sportsbooks, live streaming and in-play betting – especially micro-betting – seem to be major focus areas for operators these days. Does the availability of better technology for higher-quality streams, more accurate live data and real time interaction now make it even easier for operators to provide a more immersive experience?
I believe at this moment in time, having the capability to supply fast gaming and fast betting is one of the biggest priorities for sportsbook operators. Advances in technology have made it possible to provide better quality live streams and more accurate live data feeds, which in turn enable bettors to make more informed decisions in real time. This of course goes hand-in-hand with live betting and micro betting, as having this up-to-the-second information available gives bettors more confidence in what they’re doing and empowers them to make quick bets on the fly. I think from the operators’ side of things, having access to official data providers has also made a big difference, as they are now able to work with reliable data that not only helps them provide a fairer and more enjoyable experience to users, but also assists them in analysing their business as well.
Finally, in terms of how new iGaming trends are formed, what is it that you think drives change in the industry? Is it shifting regulations, the emergence of new technologies or evolving player preferences/demographics that mainly informs how operators will respond?
The formation of new iGaming trends is driven by a combination of factors – and while in the long term I think the three you’ve mentioned are pretty much parallel, at this precise moment in time I’d put regulation in first place. All countries are trying to provide a healthy environment in which iGaming businesses can grow while also ensuring that player safety remains a key consideration. This is great, because it means that in regulated markets there are clear and understandable rules about what businesses can and can’t do, so they’re all starting from a level playing field. This obviously has a knock-on effect on how technology develops, as once these parameters have been set, your aim is to provide the best product you can within the constraints of that framework. Of course, player preferences also play an big part and regulators are often slow to cotton on to things like the popularity of esports, but over time they’re usually able to adapt to public demand.
The post Riding the winds of change appeared first on European Gaming Industry News.
Holly Fairweather Head of Account Management at House of Brands provider White Hat Studios
Women in iGaming Interview: White Hat Studios’ Holly Fairweather
Holly Fairweather, Head of Account Management at House of Brands provider White Hat Studios, sits down with Gaming Americas to discuss the growing influence of women in the iGaming industry, and highlights how more can be done to improve the overall gender imbalance
Gaming Americas: Since joining the industry in 2018, have you noticed a change in how women are represented within iGaming companies, as well as general attitudes?
Holly Fairweather (HF): When I reflect on the past six years, it feels great to say I have seen a lot of positive changes in our industry and more importantly, an ever-increasing drive to address gender diversity. There is still work to do, and I am reminded of this attending our industry events, where it’s very evident we still lack female presence in C-level roles and on expert panels. It’s also not hard to see walking around conferences the overall gender imbalance that exists. With that being said, I do feel it’s moving in the right direction and I am regularly inspired by women around me being promoted to senior management roles, providing great mentors and role models. Awareness of gender diversity and celebrating success is continually being pushed via various channels, and for me plays a big part in why we are seeing more women have the confidence to progress in their careers and more women enter the industry. It’s also important to say, and why I think change is happening more, that the want of women to succeed and to increase female presence in our industry, is indeed backed by a strong support network of women supporting women, but also of the men in our industry.
Gaming Americas: How important are groups like Global Gaming Women? What kind of initiatives have they offered to help your own career development?
HF: I’ll be honest, I’m still learning about all that Global Gaming Women offers. Working in the US market I see GGW as a substantial network which offers reams of support from training courses, lean in circles and mentorship and networking events just to name a few. I have taken part in a few of the industry wide networking events, and really enjoyed them, connecting with some amazing people, learning more about the industry. One of my objectives this year is to participate in more events, adding value where I can whether that’s within the GGW network or through other avenues.
Gaming Americas: What more can the industry do to make it more appealing to women and ensure they are better represented within organizations?
HF: It’s got to start within each individual company taking responsibility for equal representation. This is not a tick box exercise to achieve a target on a gender split % by x date but must be about promotions and roles being rewarded to the best candidate for the role, regardless of gender, ethnic background, or sexual orientation. We need to shout about the success stories of DEI within the industry, creating an inclusive work environment will attract not just more women but more candidates overall, increasing the talent pool.
There is also a piece around exposure and shining the light on the fantastic women we have leading the way. Sharing their career paths, the good, and the challenges, to provide relatable examples of success. To make women in gaming not about the stats or portray the headline as a negative but more around showcasing the women that are successful and why, helping more women relate and pursue a similar path if this is what they wish to do.
Gaming Americas: What advice would you give to the next generation of women that are looking to make a breakthrough in the industry?
HF: This is a good one! First and foremost, you lead your own progression. Be proactive in building your network, push yourself out of your comfort zone to attend networking events. Reach out to other women in the industry for support and mentorship. That is on you to drive.
Immerse yourself in a team with values that align with yours, a team that welcomes and promotes diversity of all types and supports and rewards on merit are key.
Build your knowledge, for me knowledge is confidence. Quickly realise it is ok not to know everything, ask the questions and find out. Be solution-oriented, supporting your superiors will get you noticed for going over and above and adding value to your team and company.
I was told ‘people do business with people,’ which I stand by and could not be truer in the igaming industry. Always treat everyone with respect, be kind, be yourself, but don’t forget to back yourself! Relationship building is so key in this industry and has helped me progress to where I am today.
Lastly, take risks. And by this, I mean sometimes you must step out your comfort zone and push yourself to try something different to progress to the next stage. So far, the most pivotable moment in my career and biggest risk I have taken, and I’m sure Andy Whitworth (CEO) and the White Hat Studios (WHS) team won’t mind me saying, was accepting the job at WHS. A brand-new supplier to the US, no content live alongside the fact I had never worked in the US market, so of course there was an element of risk. It was, however, a calculated risk as I was joining a team of experts, senior level management I had worked for previously, in an ever-growing US market. A no brainer now when I look back.
Gaming Americas: From a White Hat Studios perspective, what DEI initiatives does the company put in place?
HF: DEI of all types is something I believe increases the performance of a team, and is something we are extremely passionate about at WHS. As we grow and expand, maintaining a strong culture has never been more important. We recently held a WHS workshop in Prague, with one section of our day spent holistically agreeing and locking down our values as a team, ‘Who we are, what we stand for ‘and ‘treating everyone equally’ is now embedded in our company culture as one of our five core values.
I have been lucky in the fact I have never felt that my gender has held me back in my current role and previous igaming companies. Although I understand this has not been everyone’s experience, I truly believe the more we celebrate success, drive awareness, embed inclusion within our companies, and work together across DEI as a whole, we will continue to see women progress and take on careers in igaming.
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