Interviews
Q&A with Lana Meisak, VP, Business Development and Marketing, Gismart
Give us a quick overview of your entrance into the games industry and what made you decide to join it?
Before entering the gaming space, Gismart had earned a name as a top music entertainment app developer for an array of popular gamified music products such as Beat Maker Go, Piano Crush and many others. Looking for ways to grow and diversify our company portfolio, in 2019, we decided to add another business vertical and established an internal studio called Flime by Gismart. We dived deep into the development and publishing of mobile lightweight games, focusing on trendy hyper-casual genres and instant games for social platforms. The hyper-casual market was on the rise, not that saturated yet, so we saw it as a good opportunity to utilize our expertise in hypothesis testing which is crucial for this genre. Besides, we appreciated the simplicity of its mechanics and relevantly quick production so we had more room for trial and error. Within two years, we released a couple of dozen games for mobile and social platforms with many of them reaching the top gaming charts (ex. Cool Goal!, Body Race, Foil Turning 3D, etc.) and generating over 450 million downloads overall. Working in the hyper-casual market, the team built effective processes in a very short time, as well as tested a large number of hypotheses. In 2021 we made our next step moving towards the casual genre and decided to explore puzzle games. It is a busy and challenging market with some strong competition. However, we have had success with our first game Cross Logic and are now actively working on new titles. We consider puzzle games to be a better investment in the long run. We also recently established a new business related to blockchain gaming projects and NFTs.
What does your role as VP of Business Development and Marketing at Gismart entail?
I focus on sourcing, negotiating and executing strategic partnerships across Gismart business verticals mainly related to product branding and marketing. I also build and develop long term and quality relationships and lead communications at Gismart. My role includes mobile product marketing and monetization, app distribution partner management (Apple App Store, Google Play, Facebook Instant Games, Snap Gaming, TikTok Gaming), product branding, PR and HR branding. Some of my proudest milestones include nurturing flagship partnerships between Gismart and household name entertainment brands such as UMPG, Sony/ATV and Warner Chappell, as well as the collaboration between The Chainsmokers and Gismart’s hit Beat Maker Go music app.
Women remain largely underrepresented in the global games industry. How does Gismart approach this, and what advice would you give to women who want to work in the industry?
It is an issue especially if we talk about senior ranks of companies. I am glad that this subject is constantly raised in the media as it helps the change to happen faster. I believe there are two things to fight – stereotypes and company practices. However, speaking of the Gismart gender ratio it is very balanced. The ratio between males and females is 1:1.
Gismart is perhaps best known as a publisher of mobile games. What’s the recipe for a hit mobile game in 2022?
I can’t give a recipe but I can say how we approach building high-potential products at Gismart. We have an expert R&D team to explore global trends and conduct in-depth marketing research. Understanding the niche to find a gap for something fresh and exciting for users is an important task. After making sure that the game concept is relevant, we move on to creating a basic game prototype and perform a market test to understand the metrics. There are three key factors that most likely indicate that a game has a high potential – low CPI, high LTV and product scalability. The data-driven approach is what we stand by. Gismart has several analytical tools for in-depth market research, quick idea tests, and advanced product analytics that help us make a final decision.
How did Apple’s changes to marketing on iOS in 2021 affect Gismart?
Similarly to the rest of the market, we have been affected by the changes related to IDFA. This has significantly affected the traffic buying on iOS, and it has certainly become more difficult to evaluate the effectiveness of advertising campaigns. It also made it harder and more expensive to run product tests on Facebook. On the positive side, these changes forced us to delve into other purchasing channels, and change and improve approaches to testing new product ideas. We also definitely go for more technological experiments on the marketing side related to user acquisition through web traffic.
Many of your games are available on social media sites such as Snap and Facebook. Why do social networking apps want gaming content in general?
Social platforms have an undeniably huge audience and games are a new form of communication. We saw an opportunity for growth in this business and some of our team members who are now leading Flime by Gismart had the experience of building one of the first games for Facebook. Today we have over ten social platform games available on Facebook and Snapchat. Color Galaxy on Snap Games became one of the most successful games on the platform quickly after its launch and after two years still holding its position.
In general, social platforms see games as one of the instruments to entertain and retain the audience, increasing the time they spend on the platform. Besides retention, having quality games provides the platform with other benefits, such as improved user experience, new forms of communication and interaction between users, and, of course, additional monetization for social platforms.
Gismart also makes and publishes wider entertainment apps such as music and wellness. Why did the company decide to diversify its focus from mobile games?
We started with entertainment music apps. Alex, one of the company founders’ is a self-taught guitar player and the first Gismart app was a guitar app. After the successful launch of the first product, our portfolio of music entertainment apps has grown to over 15 different apps over time. Then came our expansion to games. Wellness, as well as the pet care vertical with flagship product Woofz, was established about a year ago. Both businesses are relatively new but already established their name on the market and have a substantial number of users. All of the verticals operate as independent businesses and Gismart provides them with consulting and mentorship, all kinds of resources and tools and infrastructure. So in a way, today Gismart operates as some sort of business incubator with some of the verticals having already outgrown the startup stage.
Last question – what can we expect to see from Gismart and from yourself during the remainder of 2022?
Gismart has very exciting and challenging plans across all verticals. Speaking of casual games, we’ll continue expanding our portfolio of HTML5 games on Facebook Instant and Snap Games. We also plan to introduce our mini-games on new major social platforms. Also, we plan to soft-launch our new blockchain project.
Speaking of apps, we will continue to upgrade and develop our products in music entertainment. We are working on expanding our music partners’ circle to bring more unique, fresh music to the table. As for wellness and pet care verticals – the focus is on product and working on features to enrich the user experience and facilitate product growth. We hope to see a few new products earning their spot on the top chart.
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3 Oaks Gaming is beginning to establish itself across regulated European markets, but now it has a focus on gaining a footprint in the rapidly evolving Latin American region.
We spoke to 3 Oaks Gaming’s Account Manager LatAm, Henrique De Simoni, about the distributor’s plans for LatAm and the overall appeal of the region.
3 Oaks has recently signed multiple deals in LatAm. How did those deals come about and are there plans for any more partnerships in those territories?
It is fantastic to sign a range of deals across LatAm, initially in Colombia and Mexico before sealing a number of agreements in Brazil. Colombia, in particular, is now a mature jurisdiction and entering the market there first ahead of other regulated territories was something that we felt was a sensible move for us.
Luckia and BetPlay are two of Colombia’s foremost operators, with a huge network of suppliers under their remit. To sign deals with those two giants undoubtedly bolsters our reputation within the region.
We also have Bet7K and F12.bet with our portfolio in Brazil and many more operators that are almost ready to go live in the next semester.
Overall, we have connected with multiple casino platform providers, such as Vibra Solutions, Alea, Hub88 and Salsa Technology, extending the reach of our content across the continent and we are excited at what the future holds for us with these partnerships.
Why were Colombia and Mexico first on 3 Oaks’ list when entering LatAm?
Colombia and Mexico emerged as the top choices for several compelling reasons. Firstly, both countries exhibit substantial market potential, with burgeoning populations eager for new and exciting gaming experiences. Additionally, the regulatory landscapes in Colombia and Mexico have been evolving positively, offering conducive environments for the expansion of the gaming industry. This regulatory stability provides a solid foundation upon which we can build our operations and establish long-term success.
Despite Colombia’s rapid maturity within the gaming sector, our thorough analysis identified continued high potential for growth. By securing certification for our games in Colombia, we’ve positioned ourselves to capitalise on the evolving landscape and seize lucrative business opportunities.
Mexico is now the second market in terms of volume, internet betting traffic and great demographic numbers related to gambling in LatAm. This opportunity of offering casino games for Spanish speaking countries that adores sports is something that challenges us and makes the industry more competitive in terms of generating the best premium slots.
What other LatAm regions are 3 Oaks targeting over the next 12 months?
With some provinces in Argentina already regulated, such as the capital Buenos Aires, this is a key market for us as we look to expand across the continent. Argentina has shown substantial numbers in the iGaming market and can easily become the third largest country in terms of GGR.
However, we are also looking at other regions in LatAm as we try and finalise further partnerships here so watch this space as our journey continues!
With Brazil on the cusp of regulation, how do you think the space will pan out over the next 12 months and what plans does 3 Oaks have for the region?
It’s no secret that Brazil has been our number one target and we are thrilled to be live in the jurisdiction through a number of agreements already. Certain analysts predict that the market is expected to be worth over US$3 billion by 2028, which is an astonishing prediction, but also an incredibly exciting one.
We will see an increase of mature companies trying to expand in Brazil and can expect to reach the biggest operators with our approach and outstanding customer experience. We have premium slots, a team that believes in the market and everything to make our brand visible for our Brazilian customers.
These numbers ensure Brazil will be the jewel in Latin America’s crown once it fully regulates, and thanks to the deals we have in place, we feel we are well positioned for future growth when regulation finally kicks in.
Would you tell us about the idea behind the Xprizo fintech platform?
It’s a story that started several years ago when the founder was conducting business on the ground in several emerging markets. Xprizo was founded to respond to the needs of emerging market consumers and merchants, whilst also addressing the limitations of Western banking systems.
This full-service payments platform combines all functionality needed by merchants, with a product tailored to unbanked consumers, bringing this market together in one, seamless ecosystem. What’s more, we drive adoption and consumer education through a network of agents, supporting cash deposit and withdrawal in a way that our target audience is accustomed to.
Xprizo’s mission statement is to ‘revolutionise the future of fintech’. What gaps in the market is Xprizo working to find solutions for and improve in the fintech space?
We are primarily targeting countries which have substantially large communities which are under served when it comes to fintech or banking. Therefore, we are operating in a challenging environment where we truly believe we can have a life changing impact connecting these people to several national and international services. We are delivering a comprehensive financial service where our clients are usually just served with either mobile money or cash and with the introduction of Xprizo our customers can benefit from p2p payments, card processing and full integration to the local mobile money ecosystem, debit cards, crypto and much much more.
How was the development process in building the platform? Were there particular challenges along the way and how long did it take to get the platform ready for market?
We wanted to build the platform from the ground up using local knowledge and tenants so we are working with people coming from Africa, India, Southeast Asia and also Latin America. To arrive at where we are it took several years actually and it is always developing. Having said that in the last 12 months the platform and the wallet took the shape it has today and we covered a lot of ground. Main challenges were the territory we operate in since we needed to make sure the platform can run smoothly with less than ideal infrastructure. One has to keep in mind that we are operating in a space where lack of electricity is the norm, interrupted internet is an everyday occurrence, regulatory matters are still very complex and more.
How does the Xprizo platform set itself apart from other fintech offerings? What can the service provide that others can’t?
As explained earlier, we build the platform from the people to the people. Most other offerings are a one-size fits all where they are adapted versions of what is available in the western world. Moreover, we are offering a truly comprehensive payment orchestration for users and merchants. One just needs to get on our platform and doesn’t need anything further. You can get the local payment methods, our own p2p, cards, etc.. No other service out there has such a complete offering.
Xprizo’s platform features a number of payment service providers such as M-Pesa, what benefits does this bring customers?
The idea is that our clients don’t need to use several systems to make their life or business. Using or integrating to Xprizo gives you a number of payment methods in one place where for the business side you would integrate one API and you can pick and choose what you wish to use.
How is 2024 shaping up for the business and what plans are in place to continue to develop the platform?
2024 is proving to be an incredible year for Xprizo. We are very happy to be overwhelmed with businesses that are recognising the benefits of using our system and we are having internal discussions to be integrated with very well known businesses and also by Tier 1 banks. Our ground reach though the agent network will also keep expanding month on month and the product offering will keep being a one of a kind setting the standard for other Fintech companies to keep up to.
2024 will also see us expand our reach in Africa launching several other countries and more importantly we will be launching our first operations in South East Asia. We will be beginning with the Philippines in June with the goal of expanding our reach across the following months.
The post Exclusive Q&A w/ Richard Mifsud, Chief Vision Officer at XPRIZO appeared first on European Gaming Industry News.
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.
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