Industry News
Agile Marketing in times of COVID-19
Martina Filipovic, Senior Marketing Specialist, sharing her thoughts on importance of marketing agility in times of COVID-19
Importance of marketing agility in the gaming industry
Unlike the financial crisis of 2008 when most B2Bs have played intact and remained silent marketing-wise, nowadays marketers have chosen merely to adapt the marketing strategy to the unexpected new rules in the industry.
NSoft is predominantly digital marketing oriented and bases its marketing decisions on metrics, analytics and projections. Confronting this situation was a great challenge for the team as it was necessary to make an ad hoc budget rebalance and refocus the existing marketing strategy. NSoft’s in-house marketing team has made it all possible – the people’s expertise and long term global marketing experience have helped NSoft mitigate this turbulent period.
The main focus was to promptly react to the new industry situation and keep the brand presence serving clients in line with the Board decisions. Combining adjusted marketing activities on all of NSoft’s digital platforms resulted in an overall growth compared to the same period last year. This confirms the accuracy of the NSoft’s marketing decisions and points out that the other gaming industry’s stakeholders were eager to find a solution for this situation as well. This mutual need will be present in the future as well since the industry recovery is expected to start very soon.
Storytelling and networking during the COVID – 19 era
Increased online media consumption was inevitable – in just a few days the industry has switched completely online, proving, once again, the importance of prompt reactions in unprecedented times. The first goal for NSoft was to proactively address changes and suggest solutions as this situation was new for all gaming industry stakeholders. It was mandatory for NSoft to reach out to its clients and audience with relevant content thus showing them that we have a strong solution to their quests – more than ever it was important to keep in touch with the clients and overall industry. NSoft’s Sales and Business Development team have shared their thoughts on everything that’s been going on in the industry and have provided their insight on what the future holds for the stakeholders.
With F2F events being canceled or postponed online networking has become a necessity. The industry has recognized the importance of keeping everyone up to date with all the information and suggesting alternative options. It was only obvious that NSoft joines the rest of the industry with sharing the remedy options for this turbulent period in a webinar organized with European Gaming Media and Events. Webinar shall be covering a hot topic “How can number virtuals complement your new virtual sports offering”. On April 21 Mr Ivan Rozic, Senior Vice President for Global Sales and Business Development at NSoft and Mr Zoltán Tűndik, Head of Business at European Gaming Media and Events (part of Hipther Agency) will tackle this important issue.
The power of diversified product portfolio
As the situation in the industry changed drastically – NSoft had to adapt its communication and product offerings accordingly.
Our clients are most affected by this situation and we wanted to find a way to ease this demanding period for them as well.
We offered our entire palette of virtual games on the web: Virtual Sports Betting products and Draw-based games completely free of charge for the period from April 1 to June 1, 2020. This means no setup fees, no minimum monthly fees and no monthly revenue share invoices for 2 months.
NSoft is grateful to all of its media partners for helping us help the industry in this demanding period – our long term partnerships have once again proved their value.
Post-crisis future – the new normal
Although at the moment, the entire focus is on activities that require immediate actions, NSoft is keeping an eye on the future as the new normal is expecting us after this lock-down. At any moment it is necessary to have a strategic plan for the post-crisis actions and tools to execute those decisions in order to fully support our business and consequently the business of our partners. It’s obvious that the industry is struggling at the moment but this too shall pass. Now is the right time to revise all the actions and plans, adjust steps towards new activities and step up the game as the post-crisis will require even more strategic marketing implementation.
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Industry News
International Accolade for Campaign from the Danish Gambling Authority
At a conference for gambling regulators from all around the world, the Danish Gambling Authority has been awarded “Best regulatory campaign”. The award was given for the Danish Gambling Authority’s campaign “The One-Armed Bandit”, which on social media highlighted the consequences of gambling for young people under the age of 18.
The award was presented by a jury from the International Association of Gaming Regulators, an association of 81 gambling authorities from around the world. Every year, they gather for a conference to discuss current gambling topics across countries. This year, the conference was held in Rome under the heading “Navigate the future of gaming regulation in a transforming world”.
It was a proud Director of the Danish Gambling Authority, Anders Dorph, who received the statuette in front of the 400 participants at the conference gala dinner.
“I am incredibly proud and happy that we have won this award! It is a very special recognition and honour that our colleagues from all over the world have chosen our campaign,” said the Director.
Campaign personifies gambling addiction
Despite the fact that most types of gambling have an age limit of 18, a study by the Danish Gambling Authority in 2023 showed that 15% of young people aged 15-17 have gambled.
To prevent this and to prevent young people from becoming addicted to gambling, the Danish Gambling Authority launched the campaign “The One-Armed Bandit” in December last year, targeting young people aged 14 to 17.
The campaign talks about the potential consequences of gambling in a humorous and exaggerated way.
It does this through the fictional character, “The One-Armed Bandit”, who is the personification of gambling addiction. In videos on social media, the One-Armed Bandit tries to lure young people to gamble in unorthodox ways. He uses humour, sarcasm and provocative language to achieve his goal.
To spread awareness of the One-Armed Bandit among the target audience, the Danish Gambling Authority used influencers, among other things.
“It’s a very different campaign from our previous campaigns. It required completely new approaches and a lot of courage to reach a new and very young target group. The people we wanted to reach are very hard to reach with campaigns, but with “The One-Armed Bandit” we hit the mark and I’m very proud of that,” said Anders Dorph.
International recognition
When the nomination was written and sent to the jury for evaluation, Anders Dorph and the rest of the Danish Gambling Authority were very excited: “It’s one thing for us in little Denmark to think it was an unconventional campaign, but would our colleagues in the rest of the world understand the irony or would they think it was really about being enticed to play?”
The concern was put to rest when Anders Dorph, on behalf of the Danish Gambling Authority, lifted the trophy for the award, which was won in competition with three other countries’ campaigns.
“There was a great diversity in the nominees’ submissions, reflecting our members’ increasing efforts to improve the regulation of the gambling market,” said Sarah Kelly, Vice President of IAGR.
Campaign with impact
Subsequent surveys among the target audience showed that the One-Armed Bandit had actually made them reflect on their relationship with gambling: 44% said the campaign had made them think about how often they gamble and how much money they spend and 41% indicated that they have talked to their friends about how difficult it can be to control their gambling.
“It’s fantastic to be able to say that we have made a difference,” said Anders Dorph, who is also aware that the great results are a contributing factor to the authority being able to take home the international award from Rome.
He is joined by Sarah Kelly from IAGR: “The winners stood out for their commitment to improving standards to regulate the gaming market for the benefit of both industry and consumers.”
The agency Advice, in collaboration with the Danish Gambling Authority, is behind the campaign, which features comedian David Minerba in the role of the One-Armed Bandit.
The post International Accolade for Campaign from the Danish Gambling Authority appeared first on European Gaming Industry News.
Industry News
ECA Announces Winners of Diversity and Inclusion Scholarship to the EDP 2024
The European Casino Association (ECA) has announced the winners of its esteemed Diversity and Inclusion Scholarship for the Executive Development Programme of the Universities of Las Vegas and Reno.
“Our jury has made their selection, and we extend our heartfelt congratulations to: Siham Makrache, Director of Marketing & Communications at Grand Casino Brussels, Belgium and Vesna Goričan Čač, Marketing Manager, Mond, Resort & Entertainment, HIT Universe of Fun, Slovenia,” the Association said.
Now in its landmark seventh year, ECA’s initiative continues to champion diversity and inclusion within the European casino industry by offering two scholarships annually to ECA member employees, providing fully-funded participation in the renowned Executive Development Programme at Lake Tahoe, USA.
The Executive Development Programme (EDP), a partnership between UNLV International Gaming Institute and the University of Nevada, Reno, stands as the pinnacle of gaming leadership education. This intensive 8-day professional development programme, now in its 35th year, is tailored for future C-suite executives in the gaming industry. With over three decades of excellence and more than 1600 alumni worldwide, the EDP focuses on developing leadership, management, and strategic thinking skills. It emphasises strategic issues in casino gaming while providing global networking opportunities, offering participants a unique chance to establish lasting professional relationships with industry peers.
ECA Board Member Tiina Siltanen underscores the importance of this initiative, stating, “Promoting diversity and inclusion in the land-based casino industry remains a cornerstone of the ECA’s mission. These scholarships play a pivotal role in fostering these values, providing opportunities for underrepresented groups to rise in the industry and bring unique perspectives to decision-making roles.”
The ECA firmly believes that a diverse and inclusive environment enhances employee engagement and satisfaction. The scholarships awarded to the Executive Development Programme are instrumental in nurturing these values within the land-based casino sector, creating pathways for currently underrepresented groups to ascend in the industry and contribute their unique perspectives to decision-making roles.
The ECA extended its sincere gratitude to its partners – Clarion, AGEM, and the Universities of Las Vegas and Reno – for their unwavering support and commitment to this transformative scholarship programme. Their ongoing dedication ensures that all costs, including travel, accommodation, and the training programme, are covered for the scholarship recipients.
This initiative not only enhances employee engagement and satisfaction but also propels the European casino industry towards a more diverse and inclusive future.
The post ECA Announces Winners of Diversity and Inclusion Scholarship to the EDP 2024 appeared first on European Gaming Industry News.
Industry News
Betsson Group Triumphs at the EGR Operator Awards 2024, Securing Five Major Wins
Betsson Group has once again proven its dominance and dedication to excellence, taking home five awards at the EGR Operator Awards 2024. This year’s event, held in London, saw the industry’s best gathered to celebrate outstanding achievements, and Betsson emerged as one of the night’s biggest winners.
The accolades this year include top honours in the categories of Sports Betting Operator, Customer Services Operator and ESG Strategy of the Year, with Betsson also securing a silver award for Operator of the Year. Additionally, Jonna Danlund, Head of ESG at Betsson, received the coveted Individual Achievement Award, reflecting Betsson’s leadership in both industry standards and sustainable practices.
“As we celebrate these accomplishments, Betsson Group remains focused on the future. Our ongoing investments in innovation, customer service, and responsible gaming will ensure we continue to lead the way in the online gaming industry. The recognitions we’ve received at the EGR Operator Awards 2024 are a testament to the dedication of our teams, the trust of our customers, and our commitment to setting new standards for excellence,” Betsson Group said.
The post Betsson Group Triumphs at the EGR Operator Awards 2024, Securing Five Major Wins appeared first on European Gaming Industry News.
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