Canada
Exclusive Interview: CEO Jeremy Taylor on new iGaming brand LynxBet
Ambitious start-up JNS Gaming recently launched LynxBet, its metaverse-inspired immersive online casino and sportsbook, which has been well received in its tier-one markets. Gaming Americas caught up with CEO Jeremy Taylor on how the project came about, its potential within the crypto space and where he expects it all to go next.
Congratulations on the launch of LynxBet – can you provide us with an insight into how the site has performed since going live?
We are very pleased with how our brand has been received, especially in our target markets of Canada, and South America where a great deal of players have already immersed themselves in the Land of LynxBet. Japan and other parts of Asia will be next to launch. It’s gratifying to see that customers are resonating with our unique front-end design. A great number of igaming sites look incredibly two-dimensional and white label-esque, but users have been quick to appreciate that we’re offering them an alternative experience thanks to an intuitive design inspired by the metaverse.
From the outset, we wanted to avoid a copy and paste approach that so many new brands adopt. Instead, we opted to go a step further and offer players their favourite games in a more immersive environment. This sense of escapism we’ve created is very appealing to casual players and has ultimately led to an influx of new customers signing up. But, of course, there is always room for improvement and we have phase two on the roadmap in a few months.
How exactly did you come up with the use of a lynx and the creation of a lucky mascot?
Creating a space where players could experience true escapism was one of our main priorities. That was the thinking behind the retro feel that informs the site’s design and it was also the inspiration behind the Lucky Lynx. There is something other-worldly about the animal, so we used that aesthetic to help players feel as though they are leaving the humdrum of their everyday lives behind for the excitement of the Land of LynxBet.
We’ve really leaned into this mythical take on the Lynx. The character will seem like a wizard or mage to the site’s visitors, vanishing and appearing randomly at different moments, offering tips and advice to help them across their journey. We believe a brand mascot helps with brand identity, personality and engagement and provides a great vehicle through which we can communicate with our customers. We also know that many customers are superstitious and the Lucky Cat is very popular in parts of Asia so we have played on that theme given a Lynx is a cat at the end of the day.
What was the thinking behind creating a brand inspired by the metaverse?
The metaverse is a major focus right now within the digital world and we felt its intuitive environment could have a positive impact within the igaming industry and offer players a unique experience. It’s such an innovative and forward-thinking concept that has grown exponentially in a very short space of time. It’s the kind of creative field that inspires me, so I pulled on that thread. We also have our sister brand Freebitco.in, which has 49 million customers across the world to whom we can cross sell to LynxBet. They are predominantly crypto players so the Metaverse allows us to relate to them and find that sweet spot between the growth of Crypto and igaming.
Effectively, we’ve started to create our own small metaverse, in which customers can come and play these different products in one place. Quite frankly, the majority of gambling websites these days have the same games with the same housing, just with different colours and a different name.
We didn’t want to do that, we wanted to build our own front end to tap into this opportunity and offer an exciting and differentiated customer experience. is the LynxBet journey is memorable and engaging, which we hope will lead to long-term customer retention.
Talk us through the main offering, how does it differ to other online casino and sportsbooks that are already live in the marketplace?
As a first-time visitor, you enter a fantastical world with a moon in the background at night, which changes to a sun in the daytime. This day to night mode setting is dynamically based on the specific users’ time zone but is also customisable via a toggle.
Players are met with four floating islands that represent the current products we offer – casino, sportsbook, bingo and lottery. Each island has its own creative theme that runs through the product verticals across the website, emails and advertising.
From a customer support and relevance perspective, we’ve invested heavily in delivering a localised site, payment, casino and sports experience specific to each main target market as well as a customer service that is available in local languages via email and live chat. By putting together regional teams in place, we can offer a more personal experience for players and ensure our branding and marketing campaigns are very relevant.
LynxBet incorporates crypto payment methods, is this a sign that digital currencies are growing in popularity amongst players in the markets you’re targeting?
Crypto payment is growing in popularity everywhere. For that reason, it made a lot of sense to invest in a crypto-friendly offering. But yes, the markets we are targeting are those in which we are seeing particularly high uptake. Brazil, a huge market for us, has embraced crypto enormously and we can only see it becoming more popular with time. This also goes Japan, where we will be launching in the near future.
It’s certainly an intrinsic part of our JNS Gaming’s DNA. Our investors created our sister company, FreeBitco.in – a free-to-play casino that gives away tiny amounts of Bitcoin and has attracted 49 million players. That sets the stage for some extremely effective cross-selling campaigns. They are 80 per cent crypto and 20 per cent igaming, while we are roughly the reverse, so we will complement each other perfectly in this way.
What plans do you have to take the brand forward and acquire new customers?
We are targeting casual, mid-tier, responsible gamers that are interested in a high-end, friendly gaming experience. There is a huge demographic that wants a less aggressive, more easy-going but fun gambling experience. Effectively catering to this substantial demographic explains why onboarding initial customers has been so straightforward.
To boost this further, we have established regional teams to create a more personal player experience, enabled by significant marketing investment and local brand ambassadors, who we will be announcing in near future.
On taking the brand forward, it clearly lends itself to the Metaverse, which is where it could end up going, but let’s take one step at a time!
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Bally Bet Sportsbook & Casino app
Bally’s Interactive Launches the New Bally Bet Sportsbook & Casino App in Ontario
Bally’s Interactive, the digital and sports betting division of Bally’s Corporation, has launched the all-new Bally Bet Sportsbook & Casino app in Ontario, Canada. This latest release marks another significant milestone for the company, following the recent app update in New Jersey and a series of successful app launches in the past year, including the introduction of Bally Bet Sportsbook across multiple states and Bally Casino in Rhode Island.
The updated Bally Bet Sportsbook & Casino app represents a major step forward, as it combines the functionalities of the existing Bally Casino app and Bally Bet Sportsbook app into one comprehensive platform. Powered by White Hat Gaming, this new app allows players residing in or traveling to Ontario to conveniently place wagers on both sports and casino games using a single app, account, and universal wallet.
“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s. This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet,” said Robeson Reeves, CEO of Bally’s Corporation.
BCLC
Be #GiftSmart: Scratch the Idea of Gifting Scratch & Win Tickets to Kids
BCLC reminds adults to gift responsibly this holiday season
With the holiday season in full swing, BCLC is reminding British Columbians to gift responsibly and scratch lottery products from their shopping lists for kids.
“Scratch & Win tickets can make great stocking stuffers for the adults in your life, but they’re not for kids,” said Ryan McCarthy, BCLC’s Director of Player Health. “The research shows that children who have early encounters with gambling are four times more likely to develop riskier gambling behaviour as they grow up. While people are out shopping for those last-minute gifts, BCLC wants adults to be aware of the potential risks associated with gifting lottery products to children and to consider safer alternatives.”
While Scratch & Win tickets are among the most common ways kids can be introduced to gambling, children are increasingly exposed to various online forms, such as gambling streams.
“With the convergence of gaming and gambling, youth are becoming more exposed to gambling content in online spaces like streaming sites, where creators are able to live-stream their own gambling, usually while playing online slots and instant games,” said Dr. Luke Clark, Director for Gambling Research at UBC. “Our research at the UBC Centre for Gambling shows that a higher frequency of watching online gambling streams is associated with a more positive attitude towards gambling and a high intention to gamble in the future.”
In B.C., it is illegal to sell lottery products to anyone under the age of 19 and BCLC encourages adults to have conversations with the kids in their lives about the risks associated with gambling.
“Open and honest conversations are crucial when it comes to navigating childhood exposure to gambling,” said McCarthy, who shared the following tips to adults:
- Monitor for gambling-related lifestyle changes. For example, developing a positive attitude towards gambling or a preoccupation with video games or streaming sites.
- Be a positive role model. Exhibit safer gambling behaviour and talk about the risks.
- Limit exposure. Monitor kids’ online activities and discourage engagement with gambling content. Explain how gambling is based on chance.
AGCO
Jackpot Digital Receives Approval from AGCO as a Registered Gaming Supplier
Jackpot Digital Inc., a leading provider of innovative dealerless electronic poker gaming solutions, has announced that the Alcohol and Gaming Commission of Ontario (AGCO) has approved the Company to be licensed as a registered Gaming Related-Supplier (the “Supplier License”) under the Gaming Control Act in the Province of Ontario.
This significant achievement allows Jackpot Digital to enter one of the most dynamic and rapidly growing regulated gaming markets in North America. The Supplier License authorizes Jackpot Digital to supply its electronic table games to Ontario’s gaming venues, including casinos and other regulated gaming facilities.
Jackpot Digital’s flagship product, the Jackpot Blitz electronic table game system, offers a modern, dealerless, player-friendly solution that integrates traditional multiplayer poker games with cutting-edge digital technology. The Supplier License will enable the Company to offer its innovative gaming solutions to operators throughout Ontario, driving new revenue opportunities and enhancing player experiences.
“Receiving AGCO’s approval is a major milestone. This approval provides us with the opportunity to offer our top-tier electronic gaming systems to operators throughout all of Ontario, positioning us for further growth in one of the world’s most robust gaming markets. We are excited to bring our innovative products to Ontario’s gaming community and continue our commitment to providing exciting, technology-driven entertainment experiences,” said Jake Kalpakian, CEO of Jackpot Digital.
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