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How Parimatch Use Data-Driven Approaches to Launch Experimental Betting Projects
Parimatch is changing the betting industry, and data is the key to these changes. Together with Head of BI and Analytics Parimatch Anna Gayvoronskaya, we’ll tell you how we applied data-driven approaches to launch the session game Footboss — a new gamified way to involve customers in the betting world.
Parimatch Betting Experiment: game Footboss
Footboss is a simple soccer-themed IDLE RPG game integrated into the Parimatch app: the player doesn’t need to register anywhere else if he already has an account in the system.
Games are designed for relaxation and chilled-out gameplay — conventionally, there are 5 minutes for which you can manage to go through a couple of bosses, acquire new skills and get prizes. Among the awards were Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, and other branded gifts from Parimatch.
Parimatch natively integrated betting into the game: the player could place a couple of bets and speed up the progress, but this was completely unnecessary.
How Footboos Engaged Players
The global goal of Footboss is to refresh the world of betting: the game was conceived as an alternative to the boring campaigns and promotional offers for Euro 2020. In addition to focusing on high odds, bonuses, and competitions in marginality, the goal was to give players variety and new emotions.
Thanks to Footboss, the player returned to Parimatch not only because he wanted to place a bet or check the odds but to take a break, win a few fights and get a prize in a process. The game developers specially made it session-based so players would not get stuck in it for hours and returned to their business after a couple of boss fights.
Footboss’s main gaming adventure is to free ten soccer stadiums from the giant invaders. The game’s key character is the Coach, whose task is to prepare his players for effective penalties and non-standard decisions day after day.
At first glance, the game seems simple, but with each new level, the player discovers many directions to deepen and develop their characters. Thanks to the random distribution of awards and achievements, the journey became unexpected: different things, tasks, heroes always dropped out. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
Ways to Use Data-Driven Approaches
Nowadays, in business, not enough to be guided by feelings or intuition. We must base global steps on data and analytics because analytics answers the question, “what can we do to make this product better?”
Before the launch of Footboss, a BI team completed the game’s mathematical model, which was the basis for the player’s interactions with Parimatch products. Also, data specialists developed a mathematical system for the equiprobable drop of prizes, according to which the player could get a prize regardless of how much money he spent on the game.
*quote*
Placing some bets could speed up the game’s passage, but this does not affect the dropout of prizes.
The compilation of models and comparison with the bases of active players of Parimatch helped to attract the number of players to Footboss, calculate the possible increase in GGR and the costs of the project.
For developers, data analytics prepared dashboards of the game progress, the number of participants, and their activity.
We frequently analyzed players’ engagement during the promotion period and made updates based on this data, for example, extra-levels or new characters.
We carried out the work with data at all stages of the project, including calculating the retrospective results. Here’s the data we’ve collected for future versions of the game:
- the number of players
- player engagement rate
- number of fights
- number of completed quests
- the average and the maximum duration of a gaming session
- number of open loot boxes
- game speed run
- the number of registrations on the site and application
- conversion of landing pages
- email open rate
- costs of prizes per active player
- the financial result of an experiment
Data to Highlight the Pandemic Damage
It’s hard to describe 2020 projects without mentioning the pandemic impact. The crisis and quarantine dealt heavy damage to the entire market, and the Footboss campaign was no exception. Everything went wrong: change of concept due to the cancellation of Euro 2020, anti-crisis measures in the company, limiting the launch of the game to 1 region out of 7 planned.
We calculated not only positive results but also what we received less due to the pandemic and crisis:
- loss of audience and GGR due to the cancellation of Euro 2020
- losses due to launch in only one region of the brand’s presence
- losses due to out of sync with the marketing campaign
- losses from the lack of integration of other company’s entertainment
Data-Driven Approaches for Future Experiments
The fundamentals of data-driven approaches lie in that data can be collected not only for retrospective activities but also throughout the entire process. You can build mathematical models at the beginning of the experiment, compare them with real performance, make adjustments, and achieve a positive effect for the business.
If earlier everyone in betting analyzed only the results of campaigns, now the data is used at all stages. We plan and build the mathematical models, make adjustments based on the results we obtained, and then we conduct a retrospective for future projects. Working with data has now become a continuous process from post facto analysis of results.
For Footboss data-driven, the approaches helped to calculate the number of potential players, the profit from their attraction, and the losses caused by the pandemic.
The first launch of Footboss opened the door to a new approach to attracting players to the world of betting. As CPO Parimatch Sergey Berezhnoy said: “We have built a stadium where we held the first championship.”
So new adventures await the players, and we are developing new quests and game levels — and all game activities will improve thanks to the data from previous versions of the project.
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Latest News
Join the Danish Problem Gambling Committee’s Online Conference: A Critical Conversation on Problem Gambling Prevention and Treatment
As a global hub for cutting-edge discussions and educational initiatives, we at HIPTHER and European Gaming are honored to support the upcoming Online Conference on Problem Gambling, hosted by the Danish Problem Gambling Committee. Scheduled for Wednesday, January 15, 2025, from 3:00 PM to 5:00 PM (Danish time), this event promises to be a vital gathering of researchers, policymakers, and stakeholders addressing one of the most pressing challenges in the gambling industry.
Why You Should Attend
Problem gambling affects millions worldwide, influencing not just individual lives but also families and communities. This conference provides a unique opportunity to learn from leading international and Danish researchers about the latest advancements in problem gambling prevention, treatment methodologies, and regulatory strategies.
Highlights of the Program
The carefully curated program ensures a comprehensive look at the key issues and solutions surrounding problem gambling:
- Welcome and Opening Remarks
Marie Weinreich Petersen, from the Danish Problem Gambling Committee, will kick off the event, setting the stage for an insightful discussion. - Introduction by Anders Dorph, Director of the Danish Gambling Authority, highlighting the role of regulatory bodies in tackling gambling-related harm.
- Keynote Presentation by Jakob Johnsson, a clinical psychologist and PhD from the Karolinska Institutet. His presentation, “Preventing Gambling Problems – A Step-Wise Approach for Duty-of-Care,” will focus on creating structured frameworks to mitigate risks effectively.
- Flash Talk by Anna Westh Stenbro, a psychologist and PhD candidate at Aarhus University Hospital, exploring the comparative effectiveness of internet-based therapy versus traditional cognitive behavioral therapy in treating gambling disorders.
- Research Insights from Anne Mette Thorhauge, Associate Professor at the University of Copenhagen. Her talk, “Gamblified Game Mechanisms in Danish Children and Young People’s Gaming,” dives into the impact of game mechanics that mimic gambling on youth behavior.
- Keynote Presentation by David C. Hodgins, a prominent researcher from the University of Calgary, on “How Much Is Too Much? Development and Impact of Lower Risk Gambling Guidelines.” This talk will address the critical question of establishing thresholds for safer gambling.
- Interactive Q&A and Final Remarks
Participants will have the chance to engage directly with speakers, followed by closing insights from Marie Weinreich Petersen.
Key Themes to Watch For
- The Role of Duty-of-Care in Gambling Prevention: Learn about structured approaches to reducing harm while fostering responsible gambling practices.
- Innovations in Therapy: Discover how online therapeutic interventions are transforming the treatment landscape for gambling disorders.
- Youth and Gambling-Like Gaming Mechanisms: Explore the overlap between gaming and gambling and its implications for younger demographics.
- Evidence-Based Guidelines: Gain a deeper understanding of how lower-risk gambling thresholds are developed and their real-world impact.
How to Participate
The conference will take place online, making it accessible to a global audience. To join, simply register via this link by Monday, January 6, 2025, 3:00 PM (Danish time). A link to access the virtual event will be shared with registrants closer to the date.
HIPTHER’s Commitment to Responsible Gaming
Our involvement in supporting this event underscores HIPTHER’s dedication to fostering responsible gaming and raising awareness about gambling-related harms. By backing initiatives like this, we aim to drive meaningful conversations and actionable outcomes within the industry.
Mark your calendars for January 15, 2025, and join us for a transformative discussion on combating problem gambling. Together, let’s pave the way for safer and more sustainable gaming environments worldwide.
The post Join the Danish Problem Gambling Committee’s Online Conference: A Critical Conversation on Problem Gambling Prevention and Treatment appeared first on European Gaming Industry News.
Latest News
What Operators Expect From Tech Providers? Kantar Survey Insights for SOFTSWISS
How to stay ahead in the face of fierce competition? SOFTSWISS, a leading tech provider with over 15 years of experience in iGaming, shares fresh insights from a customer survey conducted by Kantar in November 2024.
With around 25% of the world’s population ever involved in iGaming, according to Global Gambling Statistics, the industry hosts thousands of projects and hundreds of software developers. To gain data-driven insights into the needs and expectations of iGaming operators, SOFTSWISS invited Kantar, the world’s leading analytics agency, to conduct a comprehensive customer survey.
Expertise Comes First
The survey revealed the top 5 most important characteristics for iGaming operators when choosing a technology supplier:
- High level of professionalism and expertise in the team
- Security of operations at all stages
- Supplier’s long-term and reliable reputation
- Flexible approach to collaboration terms
- Creation of new opportunities for business revenue growth
Notably, many of the characteristics highlighted by respondents in the Kantar survey align closely with those outlined in the recent iGaming Trends 2025 Report.
Fewer operators prioritise a strong client portfolio and responsible gambling initiatives, as these are not viewed as immediate business drivers and have a less direct impact on operator success. Furthermore, responsible gambling tools are mandatory under licensing requirements in many jurisdictions, making them a standard feature in the offerings of licensed providers.
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, comments: “Delivering exceptional products starts with a profound understanding of client needs and expectations. That’s why marketing research and customer surveys are integral to daily operations. By sharing valuable insights with our partners and competitors, we actively contribute to driving innovation and growth across the industry”.
Sources of iGaming Insights
According to respondents, the top 5 sources of information about the iGaming industry are:
- Recommendations from colleagues, partners
- Industry news resources
- Company websites that provide products and services
- Employees of partner companies
The importance of companies’ websites almost tripled compared to the previous year’s results. Similarly, the value of recommendations also increased significantly, climbing from fourth place to the top of the ranking.
“The trend of growing recommendations’ importance extends beyond the iGaming industry. In 2024, consumers are navigating an overwhelming media flow, where much information gets lost. While brands still communicate actively, capturing audiences has become harder. Personal connections are becoming more significant, offering a more direct and trusted way to reach consumers,” shares Kateryna Kaliuzhna, Senior Client Partner at Kantar.
The primer position of recommendations underscores the growing importance of partnerships and networks, highlighting the value of community-driven insights from trusted experts. This dominance also amplified the role of news resources and company websites, which serve as key channels for industry professionals to share their expertise. These shifts reflect a broader trend towards trust, transparency, and the demand for credible, easily accessible information in the rapidly evolving iGaming market.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post What Operators Expect From Tech Providers? Kantar Survey Insights for SOFTSWISS appeared first on European Gaming Industry News.
eSports
GIANTX unveils its team for the Spanish Superliga of League of Legends
The global esports organization GIANTX has officially presented the roster for its League of Legends Superliga team, the most prestigious esports competition in Spain, organized by the LVP. The roster includes Feisty (midlaner) and Aetinoth (ADC), who continue for another year after establishing themselves as key players for the organization, and newcomers Badlulu (toplaner), Ferret (jungler), and Lospa (support).
The team, known as GIANTX Pride, will be led by Fearless, a veteran coach who has already won three Superliga titles with GIANTX. After previous stints with teams like Guasones and Rebels, Fearless returns to lead this young and promising roster as they pursue the organization’s long-awaited eighth Superliga trophy, with the season set to begin in January 2025.
The roster was revealed during an event at the Home of GIANTX in Málaga, attended by over 150 fans and supported by Opel, the team’s main partner in the Superliga. The event featured activities, giveaways, and a showmatch against Barça Esports, where fans got a first glimpse of the team in action.
Feisty (South Korea, 2003) and Aetinoth (Turkey, 2005) return for another year, having gained recognition as rising talents with potential for the LEC, Europe’s premier competition in which GIANTX also competes. Badlulu (France, 2002), with prior experience in the Superliga at CASE Esports, joins as the toplaner. Ferret (Turkey, 2001), a promising jungler from the Turkish scene, comes from FUT, while Lospa (South Korea, 2002), a former Iberian Cup champion, joins as support after training in Gen.G Academy.
GIANTX Pride is the most decorated organization in Superliga LVP history, with seven titles to its name. The last victory came in the summer of 2021, and the team is determined to add the elusive eighth trophy to its collection. The Superliga for 2025 will feature ten teams, including Barça Esports, Guasones, Los Heretics, LUA Gaming, Movistar KOI, Ramboot Club, UCAM Esports, VENI VIDI VICI, and ZETA, competing across three splits—winter, spring, and summer.
The LVP, part of Grupo Mediapro, has introduced changes to the Superliga’s format for 2025. The updated calendar will be released soon, setting the stage for another thrilling season.
The post GIANTX unveils its team for the Spanish Superliga of League of Legends appeared first on European Gaming Industry News.
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