iTNERGAMING 04-2016

2016 ISSUE 4WWW.INTERGAMEONLINE.COM
CONTINENTAL DRIFT
Market report: Africa stumbles
VIRTUAL GAINS
NSoft on the march
BANKING
ON OFFSHORE
Jurisdiction round-up
Preparing for the
big kick-off
MOVING THE
GOALPOSTS
CASINO // SPORTS // AFFILIATES // REGULATORY

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LOCAL HEROES
CONTENTS // THIS ISSUE...
2016 ISSUE 4
00www.intergameonline.com iNTERGAMINGi Issue 4 2016 03
Tel: :
e e l e
T
: elle e e l
HEADLINES
OPERATOR
#REGULATORY
#CASINO
#JURISDICTIONS
#AFFILIATES
#SPORTS
STEWART DARKIN - EDITOR
T T
WWW.INTERGAMEONLINE.COM

OSLO I
S
B
GIG will issue 153 million new shares in
order to ta e on e t assets while shareholder
p mi er In est will on ert 1 per ent o GIG
subsidiary iGaming Cloud into 56.5 million new
GIG shares.
Robin Reed C o GIG said o the deal
“ hrough this agreement we team up with some
o the most a omplished entrepreneurs in the
industry signi antly enhan ing our rea h to
end users mar e ng partners and pro essionals.
“ ur ision is to ma e the industry an open
and onne ted e osystem and we will all bene t
rom the ommer ial and opera onal synergies.
he a uired te hnology will a elerate our ability
to grow and strengthen our base or urther
M a ity.
MOBILE
I
“ layer numbers are similarly up with total
ash bets in reased by 1 per ent to 1 .1m
in 1 5. m and the number o rst me
depositors in reasing by per ent to 3 in
1 1 51 re e ng the on nued progress
o the business.
uring the last 1 months e tan has
laun hed new partners on its networ and
migrated all players and partners to its new ol e
pla orm. he ompany has also added more
than 1 games rom pro iders in luding IG
et nt and ien Games.
E E
M
“I am delighted to enter into this partnership
that will urther dri e growth or us in the
important mar et said nri o radamante
managing dire tor o et nt Malta and hie o
uropean mar et opera ons. “I am on dent
that we an support Ran in growing its digital
business and that our award winning games
will be mu h appre iated by Ran s ustomers
he said.
Ciara i iam head o asino and games at
Ran igital added “ e are thrilled to be adding
et nt s award winning game ontent to our
Gros enor and Me a online brands.
“ et nt has a pro en tra re ord in the
mar et and we loo orward to e tending our
o ering with games rom its por olio that we
now will resonate well with our players.
In a separate mo e Maria edengren is to
lea e et nt a er e years as the ompany s
hie nan ial o er. “Maria has made a
signi ant ontribu on to the su ess o et nt
o er these past years said er ri sson president
and C o et nt. “I will miss our intera ons
and wish her all the best in her new posi on.
S B
O
M
a ing wor ed with p mo e within a
number o its indi idual brands G C has now
turned to the spe ialist or its en re enterprise
CRM strategy.
dam ewis G C s group head o sportsboo s
said “ e made the strategi de ision to adopt
p mo e a ross our enterprise ollowing their
pro en su ess at in reasing player engagement
within our por ngbet brands.
“ p mo e s so ware and onsul ng ser i es
pro ide us with a signi ant strategi edge in
our highly ompe e industry whi h we ll now
le erage a ross win and the other brands within
our newly enlarged group.
p mo e s CC lon ina added “ he G C
brands we e already wor ed with are among
the most sophis ated users o our ustomer
mar e ng loud.
“ e loo orward to wor ing losely with
addi onal G C proper es to dupli ate these
player mar e ng su esses and urther ement
G C s posi on as a leader in its spa e.
E
ortugal passed online gaming legisla on in
15 but reports ha e sur a ed that the ountry
will hold o laun hing regulated online po er
un l at least o ember.
et li .pt has to date been the only re ipient
o a li en e to o er regulated online games
going li e with a sports be ng o ering in May.
lthough regulator RI indi ated that more
li en es would “soon ollow none ha e been
issued in the months sin e.
he reasons or the delay in po er li en es
are belie ed to be due to the issue o shared
li uidity. he ortuguese players asso ia on
on said that two proposals were being
onsidered by the RI in luding one that would
permit shared li uidity.
ny proposals ba ed by the RI must then
be submi ed to the uropean Commission
whi h then will laun h a three month
onsulta on period.
E
ag or operates state owned asinos in the
hilippines and is also the regulator or the
ountry s gaming industry. “ or now we will
ree e the issuan e o li en es or these types o
games and then re iew what the president said
ndrea omingo the new hairwoman o ag or
said in an inter iew.
uterte said during his rst abinet mee ng
that he planned to urb online gambling in the
ountry and re o e e is ng li en es although no
urther details ha e been released.
E
I
L S E
bser ers eel that the lis ng would be a
prelude to selling the business.
he ompany has been oined by eil
Goulden the ormer Gala Coral hairman and by
ndrew M I er ormerly C at por ngbet a
mo e regarded as a prepara on or the lis ng.
HEADLINES
HEADLINENEWS
05www.intergameonline.com iNTERGAMINGi Issue 4 2016
BE E
S S EO
iNTERGAMINGi.
“ he uper how was a ery produ e
e ent or us said Chang.
“ e were able to show a ull demo o
the store showing all o the store dis o ery
in luding ontent hannels eatured
pla ements sear h and most importantly
the deposit un onality as well as all o the
user a ount eatures. e had a lot o great
mee ngs with our operator and payment
partners and o ourse with the a liates
themsel es who will be a ery important
omponent o our mar e ng strategy.
Chang also spo e at the e ent s e u e
Con eren e about the role o rea e
indi iduals in the age o automa on.
“ asi ally what ma es us human will
also ma e us e en more aluable and
irrepla eable e en as more basi un ons
are per ormed in reasingly by robo s or ia
ar ial intelligen e he e plained.
“I elt li e it went ery well and hope ully
it pro ided a new perspe e on what the
uture holds or us.
B S S

A RUSH of interest in football has fuelled a
sharp increase in illegal online gambling in
China, reports Reuters.
MALAYSIAN police have busted an illegal online
gambling syndicate in the country that took
around £ m in bets during the rst three eeks
of the Euro 2016 football championships.
HTML5 gambling so are house Core aming
has signed a landmark content distribu on deal
ith Rank roup.
ONLINE operator NetBet and rench top ight
football club AS Saint E enne have agreed a
ne partnership agreement that ill see the
gaming brand appear on the rst team shirt
during all Ligue 1 matches un l 201 .
THE Russian online gaming market as orth
7 0m in 2015, up by t o per cent on 201 ,
according to a study commissioned by the
Mosco based internet company mail.ru.
A signi cant propor on of the increase as
a ributed to mobile gaming, hich gre by 20
per cent in the period.
BOO MA ER Be red recorded an opera ng loss
of £76.6m for the year to September 27, 2015,
despite seeing overall revenues rise to £10bn.
Earnings (EBITDA) also fell, from £101.9m to
£56.5 million
HEADLINES
HEADLINENEWS
SWEDEN-based gaming operator Cherry
has issued a four-year senior secured bond
orth 50m.

CASHBET has further expanded its
i e rst n ine a in er ith the
addi n f a pa ent p ns thr u h
Pa safe and a ntent i ensin ini a e ith
B in a es
Paysafe will provide Skrill and Neteller digital
wallets, e-cash with paysafecard and other card
solu ons to the growing player ase oth in
Europe and the US.
ddi onally, ash et will now operate
oo ing a es content through its casino apps
and we sites, enny egas and to ic asino.
r ike eaves, E and co-founder of
ash et, said oday s partnership with Paysafe
provides our custo ers players with ore
convenient ways to pay through our turnkey
pla or , while our ini a ve with oo ing
a es will o er our players even ore engaging
content to play. e are con nuing to focus on
partnering with est-in-class co panies as we
grow within the glo al i-ga ing arket.
S ased dai fantas sp rts pr ider
ra in s has a uired the p a er data ase f
free t p a S p a r Transfer in s in an
e rt t stren then its pera ns
he ove is intended to allow ransfer ings
players to access real- oney contests as
opposed to only free-to-play co pe ons.
he ter s of the deal were not disclosed y
either party.
ra ings chief interna onal o cer e rey
aas said e want to e pand our audience
in the U and this is an e ec ve way to reach
an even larger group of passionate fantasy
foot all fans.
n a state ent on its we site, ransfer ings
said ransfer ings has recently had its player
data ase ac uired y, and will now e direc ng
all of its players to, ra ings. e have proudly
uilt a loyal following ut are delighted to o er
an even wider range of ga es with igger pri es
on the ra ings pla or , the glo al leader in
daily fantasy sports.
REAL ne n ine a in in in the S state
f Ne erse re per ent in a
pared ith the sa e peri d in risin
t
orgata and olden Nugget saw largely at
win year-on-year with orgata falling . per
cent to . fro . . olden Nugget
fared slightly e er, rising . per cent to .
in the onth.
nline ga ing win at the ropicana was
very strong eanwhile, leaping . per cent
co pared with ay , to . .
aesars nterac ve ade the ne t highest
gains, up . per cent year on year, to a win of
. in anuary.
esorts, which egan o ering PokerStars N in
arch, saw win cli fro ust , in ay
to . for last onth.
ased n ine a er et has
n a urt a e in the Bu arian urts and
has een rest red t the ist f i ensed
sp rts e n perat rs in the untr
et had applied to a court in the country s
capital, So a, a er its licence was suspended y
the State a ling o ission.
he S clai ed that the ook aker had
roken state restric ons on online ga ling prior
to the licence eing awarded. et countered
that the co ission was o vated y a desire
to restrict co pe on in the new arket. s a
result of the court s ndings, et can now
resu e sports e ng opera ons in ulgaria.
INTRALOT has extended its ntra t ith Pa i
On ine S ste s C rp ra n hi h runs the
a es f the Phi ippines Charit S eepsta es
O e un Au ust
he co panies partnership in the Philippines
egan in and the e tension sees ntralot
con nuing to supply Paci c nline with the otos
online lo ery syste and provide the co pany
with , ter inals plus an addi onal ain
units to e connected in the e panded
point-of-sale network.
ntralot roup Nikos Nikolakopoulos
said t has een with great enthusias that we
have e arked on this long-ter partnership
with Paci c nline. e are looking forward to
con nuing support to our custo er s tea with
our est-of- reed arket-tested solu ons in
their e orts to o er co pelling ga ing products,
op ise players ga ing e perience and further
oost sales.
OPENBET has extended its n standin
re a nship ith Canadian er perat r
L t u e f r three re ears
he deal sees pen et provide oto- u ec
with its new o ile portal solu on, which
launched at the end of .
uc orin, general anager of oto- u ec s
Espace eu .co, said pen et was the clear
choice for us to ring our o ile casino to
arket the co pany has a stand-out
o ni-channel vision and long-ter strategy.
Partnering with pen et allows us to
sea lessly oin our new, innova ve o ile
o ering with our e is ng product por olio,
a i ising the player e perience across
all environ ents.
HEADLINENEWS
THE an ni Intera e Index is puted
ased n the nth end st pri e ad usted
f r di idends and sp its f ea h pan
and ei hted ased n appr xi a n f
ar et apita isa n
arket capitalisa ons for co panies trading
on foreign e changes have een converted to
US dollars for co para ility purposes.
an ni s nterac ve nde is ased on a
-point value as of ece er .
FANTINI INDEX
INTERACTIVE INDEX
MAY 2016
INTERACTIVE INDEX
DATA
CO PAN ARCH
.
etsson - .
.
o o .
Paddy Power .
Philwe
Playtech .
Sportech .
Uni et .
illia ill
OPERATOR UPDATE

For operators like Omni Slots, perfecting a live gaming offer that meets the needs of
the afﬁliate presents a signiﬁcant opportunity, writes the company’s Eric Roskamp
Keeping it real
FSo forget, for a moment, the theories
about the future belonging to social/skill/
casino/e-sports hybrids, because the live-dealer
mini-revolu on casino in its purest form turns
those theories on their heads. And for a liates
opera ng in a highly compe ve, saturated
market, live dealer gaming o ers the chance
to nd a ne niche and harness some
high-value tra c.
At mni Slots, e ve ust launched our rst
live dealer casino experience, and can a est
to the explosion in popularity of the ver cal.
ive dealer has been around for a hile, and
has al ays been popular in the Asian markets,
driven perhaps by an inherent distrust of
random number generators and a love of the
personal touch.
ut improvements in bro ser technology
and streaming speeds over the last fe years
mean that the experience has been signi cantly
enhanced. Today, live dealer gaming is a real
alterna ve to solu ons. t o ers players
something di erent, speci cally - higher levels
of social interac on and engagement. e
technology means that a ver cal that as once
very niche no has a real, gro ing audience -
and not ust in Asia but all over the orld.
The good ne s for a liates is that live dealer
players tend to be higher value customers, hich
o sets the fact they re seeing a lo er volume of
hands per hour. They also tend to be s ckier
players, says eil alker, ho runs the top live
dealer a liate site, ive asino omparer.com.
ive dealer players are more loyal, says
alker. eople ill build up a rapport ith a
par cular dealer and go back hen that dealer s
at the table because they kno they ll have a
nice chat.
So kno from the tra c get m going to
get pre y good conversions from the people
that hit my site, hereas a general casino
site might get a lot of tra c but have a lo er
conversion rate.
or me, hen started, it as all about
nding a niche. There are thousands of a liate
revie sites for casino and slots. y plan centred
on kno ing that can t compete ith all those
people. d rather go deep into one ver cal and
become an authority on that. also anted to
rite about something en oyed.
So hat should an a liate look for in a casino
alker says it s an easier sell for him if the casino
has a good range of games, beyond the generic
so are pla orm. asinos that convert are the
ones that ck all the boxes for the players.
This is something e took on board hen e
built our live dealer casino at mni Slots. ather
than op ng for a simple, generic solu on e
took the me to tailor our tables to the needs of
di erent markets. e realised that it s not good
enough to try to shoehorn S edish players, for
example, into English-speaking tables, and so our
games have a truly interna onal avour, ith
dealers speaking a ider range of languages than
any here else.
e also ramped up the engagement levels
ith the introduc on of mmersive oule e,
hich uses uni ue camera angles and instant
replays to intensify the experience. And crucially,
e o er a huge range of be ng op ons, hich,
says alker, is a big selling point for a liates.
eople have speci c rules that they re looking
for hen they sit do n at a black ack table,
says alker.
ersonally, like to play egas rules, here
the dealer takes t o cards, and like to be able
to double on any card. like to be able to double
on a split.
So there are di erent things that a black ack
player, especially experienced ones, ill look
for, and they ll look for games that have a be er
return-to-player, alker con nues.
or me, as an a liate, trying to nd here
those games are and promo ng them and
making players a are of them is an important
part of hat do.
This is a demographic for hich trust is
important, and a liate content should re ect
that, alker says. eople like live dealer games
because they can see the cards being shu ed
and dealt by a real person, they can see the
roule e heel spin. These are also people ho
appreciate no-nonsense advice.
think ust giving honest, real opinions is hat
counts, says alker. give my opinions but
don t ant to tell people that they have to play
at a certain site. And e ually if nd something
don t like ill speak my mind.
don t push bonuses, don t do ashy stu ,
ust try to keep it honest and real, he says.
eople come to my site because they re looking
for informa on they ve already decided that
they ant to play some here, they ust ant
advice and help and that s hat give them.
don t give them the hard sell. They ll click
through if they ant to.
ive dealer gaming has become an exci ng
ne market for a liates, and as the online
gambling industry looks for ne ays of
increasing player engagement and interac on,
could it be that the solu on has been hiding in
plain sight all along
OPERATOR

GAMEACCOUNT Network, which supplies
internet gaming so ware, ser ices an online
gaming content in the U , has welcome
the appro al o a ill the ouse o
epresenta es in enns l ania that coul lea
to the legalisa on o real mone online gaming
in the state.
The bill - HB 2150 - now goes to the state
senate for approval and, if successful, will be
presented to the state governor for signing
into law.
Dermot Smur t, of , said This
approval is a signi cant step in support of
con nued regula on of internet gaming
in merica.
assage of this bill into law will allow us to
commence real-money internet casino gaming
from our enterprise-level i-gaming pla orm
already deployed on-property for ennsylvania s
largest land-based casino and currently delivering
Simulated aming integrated with the property s
reward programme in prepara on for regulated
real-money internet gaming. The an cipated
passing of bill HB 2150 will be a very posi ve
development for , said Smur t.
O T ETT NG supplier Tech has een
grante a Class so ware pro i er licence
the Na onal Gam ling O ce in omania.
SBTech will launch its sports be ng o ering in
omania with etbet.ro.
ichard arter, of SBTech, said
ncreasing the number of regulated mar ets
in which we operate is a ey part of the SBTech
strategy and am delighted that we are entering
the omanian mar et, having met the high
standards set by the regulator.
e loo forward to delivering our
award-winning sports be ng solu ons to
e is ng and future operators in the regulated
omanian mar et.
OMAN AN online gaming licences ha e also
een awar e to la n Go, N o , i o et,
N , rima Networks, NetEnt an erman a,
among others.
So said in a statement hether the
customer wants to integrate our virtual games
to its own pla orm, to third-party pla orm, or
wants to use our Seven pla orm, the process is
seamless and faster than ever.
ur commitment to establish a fair, stable
and safe pla orm for our members was
ac nowledged by the a onal ambling ce of
omania and we are really proud of it.
ETCON T UCT een grante a Com ine
emote Opera ng icence the U
Gam ling Commission.
ahe Baloulian, Bet onstruct , said of the
news The ombined emote pera ng icence
widens the path for Bet onstruct to one of the
most important gaming and be ng mar ets
the UK.
lthough this mar et is mature and
somewhat saturated, we believe what
Bet onstruct has to o er is uni ue and can be
the di eren ator the operators are loo ing for,
he said.
Being head uartered in the UK, we have
studied this mar et for a long me now. e
loo forward to challenging the status uo there
with the new technologies and services we have
developed in recent years.
T E U state o New ork took a signi cant step
towar s legalising ail antas sports when
lawmakers o erwhelmingl acke a ill that
e nes as a skill game an not gam ling.
The legislature passed the bill uic ly, with the
state assembly vo ng 1-22 and the senate 5-1
within a ma er of hours. t is not clear whether
state governor ndrew uomo will sign the bill
into law as he has not made any public comment
on DFS. However, both the state assembly and
senate passed the bill by big enough margins to
ul mately override any veto.
nce o cial, gaming commissioners will
s ll have to issue temporary permits before
operators can get bac to business. eanwhile,
ew or a orney general ric Schneiderman
will con nue his court case against leading
operators FanDuel and Dra Kings, saying they
are s ll culpable for ac ons ta en before the
legisla on becomes law.
T OUG its lacklist o illegal gaming
we sites, talian regulator Agen ia elle
ogane e ei Monopoli has locke nine illion
a empts to access unlicense sites since it
egan lacklis ng we sites in , reports
Gioco News.
To date, 5, 0 illegal sites are on the blac list.
n 2015 alone, more than 00 million a empts to
access illegal gaming sites were bloc ed.
However, the pea was reached in 200 when
more than 2.5 billion a empts were bloc ed.
ANCE CO o ano, the ormer talian
online gaming regulator, has oine la tech s
e ecu e management team as chie
polic o cer.
Based in ondon, odano will report to or
ei er, the group s chief e ecu ve.
n a statement, laytech said odano will
advise company e ecu ves on governmental
policies at local, state, na onal and U levels as
well as provide laytech with further business
opportuni es, developing new rela onships and
fostering e is ng connec ons with ins tu onal
organisa ons and industry sta eholders on a
global level - with the e cep on of taly.
hile at regulator S, odano reformed
the talian regulatory framewor and oversaw
the introduc on of a comprehensive range of
regulated online products, including po er in
200 and casino games in 2011.
Miloš Zeman
Source: wikipedia
HEADLINES
#REGULATORY
NEWS
M O Zeman, resi ent o the C ech
epu lic, has signe into law legisla on
that will see the countr launch a regulate
online gaming regime, with an an cipate
start ate o anuar , .
The bill see s to remove the limit on
non- ech operators obtaining online
gambling licences, although the proposed
levels of ta a on may s ll prove prohibi ve.
The proposals included a 0 per cent ta
rate on gross gaming revenue, which may
yet prove too high for operators see ing
to compete with an established i-gaming
grey mar et.
The ta rate drops to 5 per cent on
from casino games that use random number
genera on and 2 per cent on from
sports wagering and lo eries.

Africa has, for a long time, been i-gaming’s “next big opportunity” but the land-grab
hasn’t yet materialised. INTERGAMINGi considers recent developments
Market report:
Africa – continental drift
I
T’S convenient to conclude that
the widespread availability of
cheap Android smartphones across
a con nent of lar ely emer in
economies would precipitate a rise in
online amin revenues
In Africa, as in India, this is true but to a
compara e imited e tent in terms of on ine
gaming, the smartphone rush in Africa is simp
not as a consuming as it appears to be in India
At the end of , it was es mated there
were more than mi ion mobi e subscrip ons
in sub aharan Africa with predic ons that using
phones to browse the internet wou d increase as
much as fo d before
peaking e c usi e to iNTERGAMINGi,
An i ot , of outh Africa based sports
be ng compan et ech, said In terms of
product o ering, mobi e be ng has become an
e ci ng opportunit in Africa obod needs
to be con inced as to the importance, si e and
opportunit the mobi e industr presents brands
to connect with their customers
heaper handsets a ai ab e for ess than
are more readi a ai ab e across
the con nent but this is ust one factor of a
comp icated andscape
ricewaterhouse oopers has iden ed en a,
igeria and outh Africa as the na ons with the
argest and fastest growing gamb ing markets in
Africa ith a four ear a erage growth rate of
per cent, gamb ing in these three countries
wi be worth around bn b
ot con nued i e other factors need
to be kept in mind when considering entering
these markets with i gaming products ta es
connected to ha ing and using the mobi e
de ices, e e s of i iterac , a ai abi it of oca
re e ant content, data costs and the sheer si e of
the unbanked sector
n ess i gaming operators are addressing
these issues, on ine gaming uptake in the African
markets wi be s ow, she said
SOUTH AFRICA
ew a ona amb ing o ic issued b the
countr s epartment of rade and Industr
ear ier this ear stated that outh Africa s
gamb ing industr , dominated b casinos, bingo
and the imited pa out machine wi not be
threatened with an other form of gamb ing for
the moment
he na ersion of its paper does not ea e
room for internet gamb ing, arguing that it is
not inherent abour intensi e and therefore
the outh African go ernment remains scep ca
that its ega isa on wou d produce signi cant
obs compared with other, regu ated, ac i es
he countr does permit on ine sports
be ng, but bans on ine casino, poker and other
ac i es he p an is to create amendments
to the a ona amb ing Act to ban internet
ser ice pro iders from accessing i ega gamb ing
Anli Kotzé
#REGULATORY

iNTERGAMINGi
GHANA
KENYA
instant games, poker and other card games,
with content pro ided hartwe , a su sidiar
of ma a
owe er, , ma a s focus had turned
e sewhere, with the compan sta ng e enues
decreased in frica as ma a has shi ed awa
from frica to more pro ta e markets in orth
merica, urope and the ari ean
ut things are now ooking righter for en a,
it seems he ke is going to e how to connect
e ng products with the oca markets ia
mo i e, sa s ot
e e a read seen operators in en a
achie ing great success o er the past three ears
riding the wa e of mo i e mone penetra on
NIGERIA
igeria s p aces second to outh frica in
terms of market share of frica s gam ing
industr , ut it has the fastest growth rate here
are ust three go ernment- icensed casinos in
the countr ut growth is strong, at around eight
per cent annua , with the o era market a ue
e pected to e m
ports e ng remains the most popu ar form
of gam ing in igeria, which had a popu a on
of mi ion in , with igerians
wagering more than m dai a tota of
n a ear his tota contri utes i e to the
igerian econom since, for the most part, it is
unregu ated and un icensed
here are a num er of markets across frica
where sports e ng is taking o and operators
are in es ng hea i to get footho d, sa s
et ech s ot
s a wa s igeria is an e ci ng market
with man operators e re a so seeing
e ci ng de e opments in east frica - en a,
ganda, an ania
o er group ntra ot took a ig step towards
esta ishing a strong presence in the frican
market in , through a new - ear contract
with igeria s nterna ona o er and aming
ntra ot group chief opera ng o cer ikos
iko akopou os said at the me ntra ot s
dedicated team in the region, with the support
of our g o a opera ons team, wi work
together with nterna ona o er and aming,
so as to imp ement our common ision for a
successfu o er opera on
e are con dent that our partners deep
know edge of the oca market, a ong with our
g o a e perience, wi ead to the de i er of
secure and entertaining games o ering to the
igerian p a ers e ci ng gaming e periences
etradar is another ig uropean name taking
an interest in igeria, teaming up with oca
ookmaker aira et aira et added etradar s
irtua asket a eague into its por o io
of products in ugust , comp emen ng
aira et s irtua sports o ering
UGANDA
am ing in ganda is a ega ac it regu ated
under the a ona o eries ct and the aming
and oo e ng ontro and a a on ct, and
is main through o eries, casinos and gaming,
and poo sports e ng ore than ,
ac e operators ha e een engaged in arious
gam ing modes and techni ues genera ng
income for the go ernment e ui a ent to more
than m in the nancia ear
new dra gam ing act has een proposed
the inistr of inance anning and
conomic e e opment in co a ora on with
arious stakeho ders
an i umu weinee, chairman of the
a ona o eries oard in ganda, said
he new aw aims at imi ng the incidence
of i ega gam ing, unwarranted isi i it of
gam ing ac i es which some mes eads to
in o untar gam ing
he new aw wi a so re uire a operators
of gaming and sports e ng to ho d three
icences a promoter icence, a principa agent s
icence for a principa agent in ganda and a
ranch icence
casino promoter, principa agent and agent
wi ha e to pa around , for a icence, a
gaming and poo e ng operator, promoter and
principa agent wi pa appro imate ,
whi e a gaming and poo e ng agent and
ranch of promoter or principa agent wi ha e
to pa around for a icence wo hundred
mi ion shi ings ust o er , - wi a so
e paid to the a ona o eries oard as ond
efore ge ng a icence
er the past three ears sports e ng
conferences in north, west, east and southern
frica ha e een aunched, said ot
hese e ents are crea ng opportuni es for
regu ators, operators and supp iers to interact
he ha e created a p a orm for addressing
issues and shared earning among regu ators
he frican regu ators are making an e ort
to get to grips with the i-gaming sectors as
we as the techno og dri ing it ith the he p
of icensed operators in these markets the
regu ators are a e to iden f and address i ega
opera ons, she said
t s a work in progress ut certain a topic
higher up on the agenda due to the poten a
and appe te for e ng opera ons in the
frican markets
#REGULATORY
16 Issue 4 2016 iNTERGAMINGi www.intergameonline.com

SEPTEMBER 15-16:
andy@sbcnews.co.uk
sbcevents.co.uk/bigbos
his year, and the i ounda on are
teaming up to provide the be ng and
gaming industry with two days of content,
educa on, networking and fun. n the
day me, wi be running its inaugura
e ng on ports conference, bringing
together de egates from sport and the
gamb ing industry to debate key issues and
provide networking opportuni es.
n the evening, i wi host its third i
sports dinner and b ack e charity ba . he
i sports dinner was rst aunched in
to support the i ounda on, which aims
to improve and enhance the ua ity of ife
of in ured, sick and termina y i individua s
g oba y, with a focus on the hea ing power
of sport.
Online gaming events
info@eventus interna ona .com
eventus interna ona .com
a iatesummit.com/ e conference
info@beaconevents.com
GamingDownUnder.com
t.endres@koe nmesse.de
gamescom co ogne.com
.machuskaya@smi ee po.ru
gamingcongress.kz/en/
csmith@accessinte .com
eadscon.com/ eadsconny
in uiry@reede po.com
g oba gaminge po.com
conference@pubcon.com
pubcon.com/ as vegas
s.bode ini@rimini era.it
enada.it
adam.roebuck@c arionevents.com
eige po.com
EVENTS

THIS CONTENT HAS BEEN SUPPLIED BY AN ADVERTISER
CRM
For many player-facing online gaming companies, telephone marketing does not come
naturally. Business and Consumer Choices can help bridge the gap – and, in doing so,
boost the bottom line
Making the right call
B
USINESS and Consumer Choices has been providing
te emar e ng te esa es and ca centre services to ma or
brands for more than 26 years.
BCC’S GREATEST STRENGTH IS THEIR ABILITY TO
LISTEN TO ISSUES AND MAKE THE BEST DECISION FOR
ALL CONCERNED
Grosvenor Casinos
SUPPORTED EDITORIAL

Louis-James Davis, CEO of VST Enterprises – the company
behind scanable payment technology, VCode – discusses
the future of know-your-customer technologies and how
the digital age has revolutionised the gaming industry
Friend or foe?
PAYMENTS
K
NOW your customer - or KYC
- is a topic that has long since
divided gaming opinion. Some
see it as a necessary evil, while
others see it as more than
ust a means to prevent nes
and prosecu on.
Though operators may not always agree with
KYC, few can deny that it has proven to be an
invaluable weapon in the ght against underage
gambling, iden ty the and online nancial
crime – all of which are huge hurdles gaming
operators all over the world must overcome.
LESSONS LEARNED
Love it or hate it, KYC remains a compulsory
process for each and every business. Should
a UK company not comply with the standards
set by the Gambling Commission, it may nd
itself in a similar situa on to a mar et leading
be ng shop.
In February 2016, a popular gambling
establishment was ned almost 10,000 for
not adhering to an money laundering and
KYC regula ons, and was ned over a series
of customer fraud incidents. The Gambling
Commission said it was highligh ng the
gambling company’s “serious failings in the
hope that other UK licensed operators would
ta e note and avoid a similar trip to the
regulatory woodshed.”
TECHNOLOGICAL ADVANCEMENTS
On the other hand, let’s consider the strides
that have already been made in KYC systems
to date. Companies such as Iova on, to ta e
just one example, provide gaming operators
with protec on from fraud rings and hold
“anonymised data” – informa on held on
devices, not the individual – on more than three
billion devices.
In addi on, the company can provide
operators with an account of all ac vity on that
device – even on other be ng sites – to see if
the phone, tablet, laptop or des top has been
used to place large transac ons. Such behaviour
would suggest the user is a “whale” a gambler
who tends to place larger sta es. This allows for
gaming operators to set an appropriate limit to
users’ be ng history so that by the me they
register with the gaming company, realis c limits
are available.
Such informa on proves invaluable to
companies to ensure they are eeping their
customers happy, but also helps to iden fy
irregular or suspicious spending habits that may
help to convict nancial cybercrimes.
ADDED VALUE
hen systems li e Iova on and ST’s own Code
are correctly used and embraced by gaming
opera ves, KYC can add signi cant value to
a business.
odern KYC systems have the poten al
to do a lot more than prevent iden ty the
or underage gaming, but instead can serve
as an invaluable mar e ng tool that can help
a business improve customer rela ons and
sa sfac on ra ngs.
Code has the poten al to revolu onise a
customer’s bespo e gaming experience, while
improving a company’s understanding of its
client base. This means be er in game o ers
and per s – handpic ed to suit the individual’s
preferences, to help eep customers happy and
con nue to bet responsibly with a company.
KYC AND VCODE
Once signed up to a business, and all details have
been con rmed, a customer will be assigned a
Code digital I . This will only be done once a
customer’s age has been veri ed through ban s
or companies li e the G Group.
The Code will con rm the loca on of the
device when interac ng with a gaming site,
which would overcome proxy IP addresses,
where a fraudster could route through many IP
addresses disguising their loca on. oreover,
Code can store a complete audit trail of ac vity
on the sites for further security against fraud.
Payments can also be made to the Code
belonging to the speci c individual through our
unique Pla orm. The technology is so secure
that the Code could appear on a social media
pla orm or website, to be seen by thousands
of people, but only the individual with the
designated Code igital I can scan the code
nobody else would be able to interact with the
code or retrieve payment.
This is made possible because Code wor s
on permission based access, meaning that
the user’s I , loca on and demographic will
determine the level of access they have when
they scan a Code.
The technology can even be ta en one stage
further to be used at the KYC login stage.
One o Codes can be generated to bind with
a person’s igital I to allow access to a gaming
opera ve’s website.
Only an authorised Code igital I will
be allowed to log in, which avoids usernames
and passwords being stolen or hac ed which
remains a ey way the iden fy the or underage
gambling is achieved.
Furthermore, an audit trail of authorised
user access can be retained if required by the
Gambling Commission or other authori es.
THE APP
The Code app is compa ble with all iOS
and Android smartphones and tablets and,
unli e tradi onal bar or codes, Codes
can be scanned from any screened media,
from distances of up to 100m and virtually
any angle. Furthermore, each code is
completely unique to eliminate the problem of
mainstream counterfei ng.
Only our team at ST nterprises can generate
a valid Code and only the Code app can
successfully decrypt and deliver the content
required. This closed loop technology helps to
avoid data lea s, elimina ng informa on being
stolen from servers that are impossible to hac
– something that is ey for eeping personal
informa on safe.
A BRIGHT FUTURE
In an industry that was worth 1, 2m in the UK
alone from ovember 201 to arch, 201 – a
gure that con nues to grow it’s crucial the
sector remains fully regulated if it’s to stay a safe
and secure environment in which to play.
Technologies li e Iova on and Code a ord
gaming operators the luxury of improved KYC,
avoiding unnecessary, he y nes, and provide
their customers with the con dence to bet safely
and enjoyably.
If the KYC process con nues to develop at the
rate it has, who nows what it might be able to
o er in years to come.
ONLY THE INDIVIDUAL WITH THE
DESIGNATED DIGITAL ID CAN SCAN
THE CODE - NOBODY ELSE WOULD BE
ABLE TO INTERACT WITH THE CODE OR
RETRIEVE PAYMENT

#SPORTS
NEWS
21
ONLINE bookmaker EnergyBet is to become the
new shirt sponsor of UK football club Leyton
Orient, having signed a two-year agreement.
The new sponsorship deal sees the online
sports e n rand appear on all ho e awa
third and trainin its worn thro ho t the ne t
two seasons the ea e Two l e ton
rient lessandro n elieri said e are
deli hted to ha e online oo a er ner et
on oard espe iall on a two ear deal whi h
i es the l the s ope to plan ahead or
the t re
aniel rle o ntr ana er at
ner et added ner et are deli hted to
partner with the a o s and histori e ton
rient and loo orward to an e i n and
prospero s partnership e hope to s pport the
s in their p sh or pro o on this season as
well as to ild the ner et rand in the
ASIAN online be ng rm Beteast is the new
short sponsor of English Premier League football
club Swansea City, in what the club has said is
the biggest such deal in its history.
eteast will appear on the ront o rst tea
shirts or the orth o in season and will also
e o e the l s o ial sian e n and
a in partner t is an e i n partnership and
the i est ront o shirt deal the l has e er
se red said the wansea it i e hair an
and o er ial dire tor ei h ineen
ONLINE gaming operator Be red is to pay
more than , in compensa on and in
contribu ons to socially responsible causes, as
part of a se lement a er a licence review, the
UK Gambling Commission has announced.
The operator said the o ission had ailed
in its one la nderin and so ial responsi ilit
poli ies The o ission s in es a on ollowed
a o rt ase that res lted in a e red sto er
ein ailed or three ears and o r onths
a er ad i n to stealin ro his e plo er a
si ni ant propor on o the stolen one had
een spent with the operator
e red will pa to the i s o the
the and another will e paid in lie o
nan ial penalt to so iall responsi le a ses to
e a reed with the o ission e red will also
eet the o ission s osts
SPORTS be ng pla orm provider SB
Technology has partnered with Sportdec for
the launch of its new app, which features
live scores, no ca ons, tures and tables,
sta s cs, video and editorial content, as well as
SB s new sports be ng service.
portde la n hed with ro pl s the
n lish re ier ea e and a or ea e o er
with ore lea es to e added or and
addi onal sports o in soon
i hard Thorp siness de elop ent dire tor
or said portde pro ides a ni e ser i e
or ans and needed a espo e ser i e as a res lt
r ana ed sol on ena les the to deli er
on their pro ise to pro ide the est o sport all
in one pla e s well as o r di erse ran e o data
eeds top tradin tea and a wide ariet o
sports the also ha e o r odern tools at
their disposal
COLOSSUS Bets Cash Out Pools products have
gone live on both web and mobile with the
ootball Pools.
ernard arantelli o nder and o
oloss s ets said The oot all ools is an
i oni rand with a lon pedi ree in o erin
li e han in a pot pri es on oot all and it s a
si ni ant ilestone or s that the ha e hosen
to o er o r pools to their lient ase
na lin pla ers to an pro ts on l le
ets thro h par al ash o t is a e o o r
pools and we loo orward to pla ers ro the
oot all ools ta in ad anta e o the eat re
NORDICBET, a subsidiary of Betsson, has
e tended its e is ng agreement with the
Swedish ockey League - the top er of
professional ice hockey in Sweden - by becoming
o cial sponsor for the season.
The andina ia o sed e n rand will e
pro oted ia o ial edia pla or s with
hi h pro le pla e ent on at h da s
ordi et s o er ial dire tor esper
ensson said The interest in ho e a on
o r sto ers is assi e and with the
sponsorship we wish to de elop o r ho e
prod t and o er rther as well as e pose
the ordi et rand to illions o ho e ans
a ross rope
HEADLINES
Swansea goalkeeper
Lukas abianski
in the new Beteast-
sponsored kit
DEALS
www.intergameonline.com iNTERGAMINGi Issue 4 2016
SIS is to supply its por olio of on-demand
virtual racing games to Ladbrokes, including
horse racing, greyhounds, cycling, motor
racing and motorbikes, o ering the
operator s customers up to si mes more
be ng opportuni es.
ar Tho as head o prod t or
said n nite a in is or in a new role
or irt als in the online ar et pro idin
a per e t ross sell prod t etween asino
and sports oo
The en a in ser e perien e that
n nite a es pro ides is pro in a real
hit with pla ers and we re pleased to now
rea h an e en wider a dien e to ether
with ad ro es
VIRTUAL sports specialist Kiron Interac ve has
signed an agreement to distribute its virtual
products via the Blue Ocean Gaming casino
pla orm to customers across Russia, the CIS
and La n America.
The a ree ent will also pro ide introd ons
or l e ean to iron s networ o lients in
ri a te en par nos o o iron said
the olla ora on re e ted a rowin interest in
irt al a es a on asino operators and their
pla ers aro nd the world
e said e ha e alread e perien ed
s ess with o r prod ts in retail en es and
ra e tra s in a n eri a t is er e i n
that l e ean will now pro ide a ess to
rowin online ar ets there too as well as in
ssia and the o ntries t is a reat deal
or oth o s
BETCONSTRUCT has signed an agreement
to provide its live scou ng data service to
onbet, one of eastern Europe s largest
online bookmakers.
et onstr t will deli er li e s o n data
pro ided partner e a eed s networ
o at h reporters while et onstr t
will pro ide li e data ro at hes
ea h onth
ahe alo lian o et onstr t
said e reatl al e the opport nit to
pro ide o r li e s o n data ser i e to s h
pre e inent operator as on et
ess to real e data is ital or e n
operators e are on dent that o r data
prod ts will a e o r partner e en ore
o pe e and pro ta le and we loo
orward to ildin on this rst e ort
GAMING so ware developer Playtech has
released a virtual tennis game that it claims
to be the world s most realis c virtual
sports product.”
ollowin a ear lon pro ess in ol in
o on apt re ini a es at arner ros
t dios and desi n and odellin wor
at the la te h t dios oth in the
la te h irt al Tennis is now a aila le
online in retail and on o ile
n a state ent la te h said the a e
in l des li eli e a on pre at h e n
ar ets realis a epla and an a en on
to detail that in l des d na i loth ph si s
with pla ers shirts o in as the stret h to
hit a a hand ross o rt winner
llio orris head o irt al sports at
la te h said The raphi s are ind
lowin and we are the onl o pan a le
to o er ll sports si la ons eanin
that e n and a epla are as realis
as possi le

DIGITAL Sports Tech, a B2B provider of
sports e so o s, has a ched its
a er rops prod ct ith A stra ia operator
MadBookie.com.
Player Props enables sportsbook customers
to create and customise their proposi on bets
on any player and sta s c or sports includin
ootball merican ootball basketball ru by
lea ue and ustralian rules ootball i ital port
ech s pla orm and al orithms then analyse each
customised bet to enerate accurate odds
ri e ski e ecu e director at i ital ports
ech said he real po er o the product is that
it is a personalised be n e perience that puts
punters in control by allo in them or the rst
me to bet on e actly hat they ant and are
most interested in
e see it as the rst le i mate brid e
bet een antasy and sports be n as it appeals
to recrea onal users and produces a ar deeper
le el o an en a ement than other products t is
also inherently social as users ill ant to share
their customised bets ith riends
S IAL sports e et ork e e pert.
com is ivi more perso a isa o tha ever
to e ors ith the a ch of SmartBets, the
c stomisa e odds compariso site.
Punters lo in into the mart ets site ill be
able to create a tailored dashboard based around
their a ourite teams lea ues be n markets
and operators ensurin they ll easily nd the
best bets rele ant to them
Plus ith be n e pert s inno a e one click
be n inte ra on users ill then be able
to place bets instantly ith ma or operators
includin adbrokes
hris addle ormer n land ootballer and
be n e pert com ambassador said indin
the best odds can be a ni htmare mart ets
makes it easy or punters to compare the prices
or the bets they re interested in and place their
bet ithout ha in to na i ate all o the di erent
bookmaker sites he ne t challen e is pickin
the inners
homas enha en chie strate y o cer or
be n e pert o ner e er ollec e said he
simple to use inter ace and inno a e eatures
such as li e ame updates and one click be n
all inte rated ith be n e pert com and our
in play ppin app be n e pert i e make
mart ets the ul mate comparison tool
S TSB T.I , a itcoi o sports ook, as
a ched oi Gami ahead of ro 2 .
icensed in ura ao portsbet io o ers players
a customised P pro ramme that eatures a
personal hostess and li e chat
he sportsbook ill o er more than
pre match e ents per year ith a peak o
e ents durin prime months and ill also
eature a comprehensi e in play o erin
Players ill be able to bet ith their o n
bitcoin or e chan e or local currency on the
site ia portsbet io s broker inte ra on ith
ubits and oini y
ith itcasino io e are used to bein the
best and e ha e hi h ambi ons or portsbet
io that ill make it the number one bitcoin
sports be n des na on said spokesperson
oe ordan
ur ocus is not only to o er reat odds
and promo ons as demonstrated by our
compe on to in ckets to the nal o uro
but to e cel on the player e perience
A glance through some of the eye-catching new products recently featured at
www.intergameonline.com with iNTERGAMINGi products editor Mark Grifﬁth
LADB S is a i a trai ith its e
dit M Acca f c o , hich i a o
p a ers to make cha es to their foot a
acc m ator ets hi e matches are i p a .
e eloped ith pen et and Playtech
dit y cca enables adbrokes customers
to remo e unse led le s rom their ootball
accumulator bets
o i a match looks to be headin or the
ron result punters can delete it rom
their accumulator
ipen a da head o di ital products
said e already o er an industry leadin
insurance o er and acca trackin ser ice
y launchin dit y cca e are pro idin
customers ith another uni ue and hi hly
en a in eature i in them more control
an huter strate ic ad isor Playtech
ports added his is a real ame chan er
one or t o le s o your acca aren t doin so
ell you can remo e them and e tend your
chances o innin all hile matches are
in pro ress
pen et eremy hompson ill said
pen et is commi ed to leadin the ay
in sports be n inno a on and dit y
cca is the latest e ci n ne product to be
seamlessly inte rated ia our pla orm
adbrokes customers ill lo e the ne
eature hich i es them reater e ibility
on their accas and e look or ard to
orkin alon side our partners on more
inno a e sportsbook products in
the uture
#SPORTS
LAUNCHES
G S asi os has a ched a
sports e o eri po ered the
am i sports ook that is o avai a e
to its . mi io c stomers via
Grosve orcasi os.com sport.
dam oseph director o di ital opera ons
or ros enor asinos said he ros enor
sports be n e perience is a key addi on to
our product set
e can no o er our customers a
comprehensi e online amin e perience
ith the ambi sportsbook tools coupled
ith the capability o the ede amin
mana ement system e ill be able to
pro ide a ull enhanced be n and amin
e perience to our customer base
ris an yl n o ambi roup added
e re e cited to launch the ros enor
asinos sportsbook in collabora on ith the
ede system
oin li e in me or the uropean
hampionships empo ered ros enor asinos
to o er its customer base a reat sports
be n e perience and e look or ard to
orkin to ether to make sure the tournament
as a success

Shenaly Amin, UK country manager for LeoVegas, considers the
new football season and what it means for the Kambi-backed
LeoVegas Sport
Seasonal shift
W
ITH a disastrous result for England
at UEFA Euro 2016, football fans
are now preparing for the start
of the new football season. With
underdogs Leicester City being crowned Premier
League champions last season, the specula on
as to who will be ne t year s tle winners has
never been greater.
LeoVegas previously just focused on the
mobile gaming sector and, due to its innova ve
technology, is a leader in the mobile gaming
market. However, earlier this year, the brand
launched its addi onal be ng pla orm
LeoVegas Sport, just in me for s summer
of sport.
This has allowed the brand to further expand
its gaming and be ng o ering and exis ng
customers have responded enormously well to
the new pla orm. The addi on of the sportsbook
has also been a great drive for new customer
ac uisi on. The new service has been rolled out
not just in the UK, but also in Finland, Norway
and Sweden.
The addi on of the sports be ng pla orm
to LeoVegas has seen tremendous growth for
the company by allowing customers to bet
and gamble on their favourite sports, with a
par cular focus on football. y working with
Kambi, an expert provider of premium sports
be ng services to licensed gaming operators
much like LeoVegas, the business has received
a streamlined product complete with the best
customer service due to Kambi s passion and
dedica on to sports.
oth LeoVegas and Kambi have high hopes
that LeoVegas Sport can be one of the best
sportsbooks in the years to come and will go
from strength to strength. uring Euro , the
pla orm saw increased tra c on football be ng
and with the start of the new football season
across Europe, LeoVegas expects this to carry
on increasing.
For many football fans, when placing bets
on upcoming games it is important to have all
the important informa on in one place, such as
match dates, mes, teams involved and what
league the match being played is in.
Visitors to the site can also select live and
upcoming matches, outright bets or browse
football games by country, making all be ng
odds and matches easy to nd and navigate.
y making sure that everything a customer
needs is in one space, it increases the me and
engagement on LeoVegas, conver ng to an
increase of bets being placed and also allowing
more me for fans to watch the match itself.
With more than individual football
leagues in the UK alone, it is safe to say that
there are a lot of football fans. In order to
a ract and maintain new customers, LeoVegas is
widely known for its innova ve promo ons and
compe ons. With football fans being extremely
loyal to their teams, rewarding customers is a
crucial part of online be ng, making sure that
consumers know they are valued and giving them
a reason to return with their custom rather than
visi ng any other gaming pla orm. It is through
these tac cs that LeoVegas engages with its
customers and also keeps in line with the fun
element of be ng.
Previous examples of LeoVegas ac vity have
included a Michael Jackson-themed lip sync
ba le compe on, penalty shootouts with
ex-professional footballers (including Neil
“Razor” Ruddock, pictured) and even odds on
when the England mascot, Leo the Lion, would
make an appearance during the Euros. These
cap va ng and interac ve campaigns both
a ract and entertain its customers.
Football fans constantly look to their social
channels to get the latest on football news,
comments on the game and to also express their
own feelings on the status of matches. Whenever
promo ons or campaigns are live, LeoVegas
is highly ac ve on social media encouraging
interac on from its follower base. Using this as a
pla orm to not only promote its services but to
also share general spor ng news, keeps its voice
heard with both exis ng and new customers.
Having a strong voice in this space is key for
making sure you stand out from the crowd.
As a company, LeoVegas is always ac vely
looking for ways to bring the brand to the next
level. LeoVegas acknowledges that by giving
incen ves such as compe ons and o ering
a wide range of sports to bet on, customers
will naturally migrate to its site. y focusing its
o ering on a wide range of sports, it ensures that
the brand maintains originality and stands out
from other be ng brands, appealing not only to
the football masses but also to a wider audience
of sport fans, ensuring they cater for all gaming
and be ng needs.
The recent referendum that determined
that the UK will leave the European Union has
dominated the news headlines, with some claims
that the majority of businesses will be a ected.
At this current moment, it is hard to say what
the outcome will be but LeoVegas maintains an
op mis c view that rexit will have no major
e ects on the brand, so it s business as usual.
Finally, the ues on on everybody s lips is,
who will win the Premier League? LeoVegas,
much like other bookies, has released its odds
but only me will tell who will be crowned
the champions.
urrently, LeoVegas predicts that Manchester
United has a chance of winning the Premier
League with reigning champions Leicester ity
having odds at . f course, no one can
predict the future.
LEOVEGAS MAINTAINS AN
OPTIMISTIC VIEW THAT BREXIT WILL
HAVE NO MAJOR EFFECTS ON THE
BRAND, SO IT’S BUSINESS AS USUAL
#SPORTS
24 Issue 4 2016 iNTERGAMINGi www.intergameonline.com THIS CONTENT HAS BEEN SUPPLIED BY AN ADVERTISER
SUPPORTED EDITORIAL

#SPORTS
David O’Reilly, chief operating ofﬁcer for Colossus Bets, reﬂects on Euro 2016 and
looks ahead to the new football season
League of their own
BY THE TIME THE NEW SEASON
KICKS OFF WE WILL HAVE EXPANDED
THE FREE-TO-PLAY CONCEPT INTO A
FULLY CUSTOMISABLE TOOL
Wlost at this summer’s European
Championships, for the sports
e n se tor, Euro as
another milestone for the industry.
INTERGAMINGi talks to David O’Reilly, chief
o e a o ce fo oloss s ets, a o t this
s e ’s to a e t a d the lesso s the
s o ts e secto ca take i to the e
foot all seaso i o e
INTERGAMINGi: o ere the Euros
for Colossus?
DOR: O the eve of o ld e e t
live ith o st t o a t e s e ai a d
etda a d i the i te ve i t o yea e iod
e’ve ilt a dist i o odel that ea s
e a e e e a t e s live ith o ools
al ost eekly
his ea t that at the sta t of the os
e had a t e s live, o e i o ools to
thei laye s, hich ca sed a ste cha e fo
s i te s of the vol es i to o ools a d
e of ac ve laye s t o vio sly hel s that
to a e t foot all is like havi a at day
o a al ost daily asis, t e oke all
so ts of eco ds i te s of o vol es a d
ac ves et ics
he te f ie dly at e of the o e i
days of the to a e t as ve y a a e t i o
co ect sco e ools, ith a se ies of lo sco i
a d fai ly edicta le es lts e aid o t al ost
i i s a d cash o ts co i ed ove the
st eek of the to a e t
o e hi hli hts i cl ded a cket
layed th o h e ai la di a , ick
divide d, a i ish laye via ekt a ki
ove , via cash o t f o a losi ick
cket a d a cket o o o site
yieldi , f o cash o ts a d i i s
co i ed i a othe ick ool
hat lessons, if any, an the sports e n
se tor ta e from the tournament and the last
football season?
he st a d ost o vio s oi t fo e is
that i te s of a e edi of lo al
a eal, the e is othi to to ch to e
foot all he e ie ea e a d ha io s
ea e co e to do i ate ec ea o al
s e d d i the foot all seaso a d at each
a o foot all to a e t this t e d eco es
o e e t e ched
e have live a t e s o fo co e ts
a d the e is othi othe tha to e foot all
that a eals to all of the
o a e e s ec ve, y o vie
is that the s ccess of eiceste ity i i
the e ie ea e as a o e o hich ill
o a ly eve e e eated, t it ives the fa s
of eve y s all cl ho e e’ll eve see a y
tea i a y lea e o to a e t o e ed at
s ch i ated odds a ai
ltho h cash o t as a s o ts e od ct
is ty ically associated ith l le ets, thi k
eiceste ’s he oics ce e ted the feat e i the
i a i a o of te s a d the edia the
eeks efo e the lea e as esolved the e as
a e of feel ood R sto ies he e te s
ho had acked eiceste fo the tle at to
, cashed o t ve e o ts
he ossi ility that the te s i es o
i ht ell have ee a ki life cha i
o ts f o odest stakes o l ately losi
ets illia tly de o st ated so e of the eat
e e ts of cash o t to laye s
hat ne produ ts do you plan to laun h build
on for the omin season?
e la ched o f ee to lay od ct ea lie
this yea a d d i the os a e of o
a t e s e e o e i oloss s ee lay to
thei o laye s
ee lay is a cket i o e is
eal o ey ick co ect sco e ool, ith a
si le selec o i each le , hich e a les the
laye to shoot fo fo f ee he laye
e e ie ce is the sa e as ith a eal o ey et
i to the sa e ick ool, so laye s eceive
half e a d f ll e cash o t o e s, etc
y the e the e seaso kicks o e ill
have e a ded the f ee to lay co ce t i to
a f lly c sto isa le tool his ill e a le o
a t e s to o e f ee lays ac oss all of o
ools, fo hateve i e level they choose e
thi k it is the e fect tool to ac i e, eac vate
a d etai laye s
t the e est of a co le of o a t e s, e
la ched te is ools fo i ledo , headli ed
y a i i a a teed , ick
ool his ool as ased o a head to
head fo at ick the laye i each le ho
o ld o ess f thest i the to a e t
e’ve evio sly o e ed a d R ools fo
ad okes st alia, a d e ica foot all
ools o e e e ally ate this yea e ill e a
e i e l s o ts ool e o e ato
e k o o ce lo e y sy dicates a e
e t e ely o la a d e’ve also lo elieved
that o ools a e ideally s ited to sy dicate lay
y the a t , ithi o a t e ic osites
e ill have a feat e, hich e a les eo le
to s est a o osed e i e a cket ith
l le selec o s i each le a d o e
the cket fo othe laye s to take a sha e e
thi k sy dicates e ese t a h e o o t ity
a d a e eally looki fo a d to e the
od ct live
s the sports be n industry on nues
to e ol e, are the e pe ta ons of punters
han in ? hat an be done to meet
hi her e pe ta ons?
thi k the e is a fa e se i a o d the
ho o e o s at e of laye o o o s i
a c la fo ec it e t of e laye s
et icto ’s illio o d oal o o o i the
os is a e a le of so ethi di e e t a d
i e a d elieve c ea ve o e s like this ill
eco e o e evale t
a o ld he e if a laye is ot e a ed
y so ethi ithi seco ds he is lost to
the o e ato , thi k si licity, s eed a d
e fo a ce ill co e to e h ely
i o ta t a d co o s i vest e t i these
a eas ill ea co e ve divide ds
i ally, o e of the o ds of ece t es
is e so alisa o a d hile do ’t thi k a y
o e ato has ailed this yet, it is s ely o ly a
a e of e e a e looki at it i a oloss s
ets co te t a d as soo as o e o e ato
locks the sec et to o e i a sea lessly
e so al e e ie ce to the laye , a y o e ato
falli sho t i this a ea ill ickly e layi
catch
SUPPORTED EDITORIAL

#SPORTS
Steve Rogers, chief commercial ofﬁcer for digital games at Inspired, talks to
iNTERGAMINGi about the growing inﬂuence of the company’s virtuals portfolio
Inspiring growth
I
NSPIRED Gaming has seen growth in its
virtual sports business in recent years
that has been nothing short of,
well, inspired.
As Inspired’s virtuals threaten to dominate the
domes sports e n entre in Ital and the
ompan si ns landmar deals in orth Ameri a
iNTERGAMINGi spea s to teve o ers hie
ommer ial o er or di ital ames
INTERGAMINGi: Tell us a bit about current
projects at Inspired?
SR: his has een a hu e ear or Inspired and
e have mu h more to ome e’re urrentl
earin up or the imminent laun h o i e
son slots in ul ollo ed son roule e in
Au ust and la a in eptem er e’ll also
e laun hin ush arts ith more ush and
virtuals on demand produ ts to ollo later
this ear
urope remains at the ore o our usiness
ut e’re in reasin l loo in urther a eld
or ne usiness opportuni es or ro th and
e pansion Inspired re entl announ ed that it
ill e the rst ompan to deplo virtuals into
orth Ameri a ollo in er a on in e
erse and evada
his ne s is si ni ant in terms o our lo al
strate hi h has seen Inspired movin into
ne and emer in mar ets over the past e
ears and also in upholdin our reputa on as
the orld leader in virtual sport deplo ment
olom ia remains an e i n ro th
opportunit or us and e’re on nuin to ro
our usiness in hina and the hilippines ith
more e i n pro e ts in the pipeline or the ne t
ear and e ond ur transi on rom a i small
usiness to small i ’ has not een ithout its
hallen es ut it is immensel re ardin to ta e
sto and see ho ar e’ve ome
ith more than s orld ide
onne ted to Inspired’s leadin te hnolo and
venues displa in our virtual sports
at h this spa e or urther announ ements in
the near uture
What are your most popular products?
pe i produ ts o ourse per orm
par ularl ell in spe i mar ets ut enerall
spea in our server ased s Inspired’s
ori inal and ore produ t on nue to e
popular and trusted in retail in the Ital
olom ia and e ond estsellin slot ames
su h as iamond oddess on nue to enerate
impressive revenues or operators on these
ma hines and demand remains onsistent
e’re onstantl or in to develop the ne t
i ame and ith the rollout o more than
ne produ ts this ear alone e have
some e i n ne tles ith hu e poten al or
estseller dom’
irtual sports have een a hu e ro th
area or us in re ent ears and this is a trend
that sho s no si n o a a n e’re onstantl
developin and upda n our di ital ames
in order to ensure that e are deliverin the
most u n ed e and innova ve ontent on
the mar et
or e ample ush oot all has evolved into
ush oot all ive ush oot all at hda
and ush oot all as the sophis a on and
ualit o the ames improve o ile is a ain a
i strate i o us area or us and hart toppin
ames su h as enturion on nue to e hu el
popular ith pla ers
The once s ep cal view of virtual games has
pre y much dissolved in recent years why
is this?
o od an den the rise in popularit o
virtual ames in re ent mes and I thin that
this han e in mindset an lar el e a ri uted
to the advan es in ualit and sophis a on
o ames hi h in turn no deliver a more
premium pla er e perien e that ever e ore
he availa ilit o virtual ames in venues
and online has also reatl in reased in re ent
ears thus oos n their ollo in and num er
o users irtual ames provide an opportunit
or non re ular sports e ors to pla e a ui
eas et ithout the no led e ase re uired
or a more in depth sta e and that et an e
made at an me a ross mul ple pla orms
In a da and a e here onsumers e pe t
ever more immediate on demand entertainment
it is perhaps no surprise that pla ers are no
en o in the ene t o the e i ilit that virtual
ames o er
ow did Inspired end up domina ng the Italian
sports be ng scene with its virtuals?
avin esta lished its reputa on in the Italian
mar et throu h deplo ment over the past
ears Inspired as in a antas posi on to
laun h virtuals in
ith e tensive mar et no led e and
su ess ul and esta lished usiness rela onships
ith e Italian operators Inspired’s dedi ated
teams in ome and ilan ere a le to ensure
the seamless implementa on o virtuals in
venues a ross the ountr Inspired as the
rst ompan to o er these virtual produ ts to
pla ers in Ital and this put us in a reat posi on
to esta lish ourselves in the virtuals se ment
he re ent release o ush oot all in Ital
ahead o uro demonstrated Inspired’s
on nued strate i and opportunis levera e in
that mar et
What are your e pecta ons for the New ersey
and wider S mar et given recent deals with
Resorts and Golden Nugget?
e’re hu el e ited our move into orth
Ameri a and also proud to e the rst ompan
in the orld to e deplo in virtual ontent
oth online and land ased in the nterin
a ne mar et al a s arries ith it a ertain
level o ris ut e have or ed losel ith our
ustomers in e erse and evada to ensure
the smooth implementa on o our produ ts
he e plosive in rease in the popularit
o virtual sports in urope is a trend that e
an ipate ill e repli ated in the as the
e ome more idel availa le and ommonpla e
in asinos and online he sophis a on
o raphi s and ames is e er than ever
ma in or a more realis and a sor in
pla er e perien e
e’re on dent that virtuals ill in me
e ome as popular in the as the alread are
in the urope
VIRTUAL SPORTS HAVE BEEN A
HUGE GROWTH AREA FOR US IN RECENT
YEARS, AND THIS IS A TREND THAT
SHOWS NO SIGN OF ABATING
WE’RE PROUD TO BE THE FIRST
COMPANY IN THE WORLD TO BE
DEPLOYING VIRTUAL CONTENT BOTH
ONLINE AND LAND-BASED IN THE US
SUPPORTED EDITORIAL

Kiron Interactive co-CEO Steven Spartinos on how
innovation has seen virtual sports emerge as a vital part
of the operator’s product mix
Fair game
O
VER the past couple of years, at least
since the excitement that surrounded
the introduc on of cash out, the
sports oo er cal has een accused
of lac in in the inno a on department
I would argue that this isn’t the case. Instead,
the real innova on in the s orts e ng eld has
een ocused on the virtual side.
irtual s orts were long viewed as a inor
ver cal with li le to o er serious unters or
a or o erators. In its earl da s, it was wri en
o as cartoon horse racing and seen as a
last resort or those loo ing or a et etween
live events.
owever, an innova on drive over the
ast ew ears has seen it e erge as a via le
alterna ve and acco ani ent to the real thing,
as well as a ver cal that can stand on its own.
EXPANDED PRODUCT
oda ’s virtual s orts roducts are a world awa
ro cartoon racing. o his cated gra hics
a e the e erience al ost indis nguisha le
ro realit .
e are now a le to o er a ull range o s orts
ro classics such as oot all and horse racing,
to local avourites that can er or ver well in
ar cular ar ets, or instance tro ng in the
ordics or ta le tennis in sia.
he i doesn’t end there. u liers also o er
a range o otor racing tles, li e our ind st le
ga e, and other crea ve o ons such as a
three ointer as et all shoot out ga e that
la s to all the strengths o the ver cal with ast
and engaging ac on.
nd the range o et t es have dra a call
increased, too. hile the earl da s o virtual
s orts ocused on si le ante ost ar ets,
we are now a le to o er a vast variet o ar ets
that have eco e so o ular on tradi onal
s orts oo s. his eans ets on ever thing ro
ellow cards and enal es, to rst goal scorers.
here is now also the o ortunit to et on
concurrent virtual oot all events in the sa e
wa so eone ight wager on ul le ga es
during a aturda a ernoon. ecause virtual
oot all ga es are alread considera l aster
ro osi ons than a inute oot all atch,
it o ens u the ossi ilit or la ers to et on
virtual ga es during the e s an o
tradi onal atches.
NEW OPPORTUNITIES
his u dated and e tensive roduct o ering
o ens u a range o ossi ili es or o erators
to nd new value, not onl in the virtuals
the selves ut across the oard.
irtuals has long een seen as a strong
cross sell tool ecause it has an a eal that
crosses sectors. It co ines the i ersion
and engage ent o a a or s orts event with
the s eed and on de and nature o an
casino roduct. s a result, it can ridge the
ga etween two ver cals that o en have ver
dis nct la er seg ents.
here is i ense value in this, ar cularl
when it co es to a ing our total ro osi on
s c ier. In recent onths we have seen a
nu er o ro inent casino o erators invest
heavil in their own s orts oo s. irtuals is one
wa to o er a si ilar e erience at a rac on o
the cost, not to en on ris .
s o erators have loo ed to e and ar et
coverage in s orts such as oot all and tennis
to ll ga s, the o en nd the selves trading
o scure events with li le a eal, and so e es
even a lac o integrit . irtuals’ a roach
allows or a hour o er without this ro le .
e ond the cross sell, virtuals are also
reaching into new de ogra hics which a not
have een tradi onall engaged with ga ling.
he ost nota le o these is the elusive
illennial de ogra hic.
irtuals c ust a out ever o when it
co es to illennials. he ga es are uic ,
eaning no need to wait around or inutes
on the result o a oot all atch. It is on de and
and availa le when the la er is read and it
is so er, ore intui ve and ar less in ida ng
than real s orts e ng to a new la er.
n to o all this, it also s ea s directl to a
genera on o ga ers raised on consoles who
thin nothing o crea ng or living in virtual
worlds. It is air to sa that a hand ul o older
unters s ll view virtuals with a sce cis that
si l isn’t there a ong illennials.
OMNI-CHANNEL
irtuals have also e erged as the ideal ver cal
or the new o ni channel i era ve that has
swe t the ga ing industr .
he new ar ets and variants we can now
o er ean that virtuals er ectl t with the
snac ing a roach ga ing r s have een
de anding on the o ile channel.
he ga es have a shallow learning curve
a ing instant access to new la ers who
alread ga e on their o iles, erha s through
social channels, a genuine ros ect.
his should e ar cularl en cing or
o erators that need to reach new de ogra hics,
ar cularl in ature ar ets where
co e on within the casino and s orts oo
seg ents is intense.
It is this co ina on o versa lit and
innova on that is hel ing virtuals succeed in
areas where s orts oo and casino have o en
ailed to reach. ven ore encouragingl , virtual
ga es are not canni alising these ver cals
the have the ower to enhance an en re
roduct o ering.
s long as the are e ecuted in a anner
that la s to its strengths, the ossi ili es or
uture growth are e ci ng. t iron, we’ve
ound success with our et an nline la or ,
which delivers virtual s orts ga es sea lessl
to o erators.
In the o ni channel age, this t e o agilit
is essen al or success. he growth o the
virtuals ver cal over the last ew ears has
een one o the great successes o the ga ing
sector. ut with innova on crea ng even ore
o ortuni es, we are onl ust ge ng started.
THERE IS NOW ALSO THE
OPPORTUNITY TO BET ON CONCURRENT
VIRTUAL FOOTBALL EVENTS IN THE
SAME WAY SOMEONE MIGHT WAGER
ON MULTIPLE GAMES DURING A
SATURDAY AFTERNOON
#SPORTS
31www.intergameonline.com iNTERGAMINGi Issue 4 2016THIS CONTENT HAS BEEN SUPPLIED BY AN ADVERTISER
SUPPORTED EDITORIAL

#SPORTS
Keeping it simple
F With a clear focus on virtual games
and sportsbook, So is con nuing to gro
steadily, recently unveiling its Seven pla orm,
marking a step up in hat the company can o er
At the Belgrade uture aming Sho in the
Serbian capital, for hich So is the principal
sponsor, iNTERGAMINGi sat do n ith
Stjepko orda and asked hy this sho and
hy no
“This is the most important regional sho
in the countries of the former Yugoslavia,” says
the “The e hibi on here is very important
for us
“We have a strong presence in Serbia and
in neighbouring countries and mostly this is an
opportunity to reconnect ith all our clients in
the region By pu ng our name to this e hibi on,
this becomes the place for all our clients to come
– a focal point and a chance to meet
“Also, it makes a lot of sense as it is our
home market Bosnia is just a ve hour drive or
one hour ight a ay so it makes sense that e
sponsor this, our home event ”
Without ues on, recent months have
itnessed a concerted push from So to raise
its pro le “This is the year hen e come out of
the shado s,” e plains orda
“ So is primarily a so are development
company – and these organisa ons are shy by
nature – as I am, actually – but there comes a
point hen you really have to do this Why
Because e have hat e believe is a perfect
product and the orld needs to hear about this
product and the people that built it
“The story of the people and of the culture is
the message of the product,” says orda “The
product is just a re ec on of the company”
The sponsorship of the Belgrade sho is
another impressive chapter in the So story
The company goes from strength to strength
yet refuses to run before it can alk ushing
ahead and taking huge risks is just not in the
company s A
orda provides the background “A year
and a half ago e ac uired a small bet focused
company p to that point, e ere developing
mostly for the land based sector but the future is
online and e did this ac uisi on of a company
that specialises in eb applica ons and our
goal became to have a really good product for
online operators
“And today e have this product,” con nues
orda “We are launching ith Balkan Bet and
they are launching our en re Seven pla orm
previously they ere in retail only, on our old
pla orm but no it ill be on all channels,
star ng ith eb
“The legisla on has changed in Serbia and no
operators are increasingly online,” says orda
And these home markets, as the refers
to them, are the founda on for interna onal
e pansion “In these ne t fe months, e are
going to be focusing on establishing a rm foo ng
in the Balkan region and then e ill move onto
Africa, primarily igeria, imbab e and hana,”
says orda
“We have plans star ng in the third uarter
of this year to begin in South America because
there are a lot of legal changes there as ell
In olombia and Bra il the markets are being
liberalised, especially for online and virtual
games ” The highly lucra ve but ultra compe ve
markets in urope and the speci cally are
lo er do n the So to do list
“The uropean markets are ell developed
and the players have a high level of e per se
Moving from an immature market to an
e perienced one you go from simple games to
really comple sports be ng this is the road
“So much of urope and the have high
barriers to entry especially the ”
As orda talks, as he reveals more of hat
drives So , it is clear that it is a company that is
at ease ith its o n story comfortable ith the
steady but unrelen ng pace it has set
“T o years ago I ould say it as di cult
to tell our story but today it is not,” con nues
orda “We are ell established ith our
products no and people recognise our products,
our brand
“ ur partnership ith Sportradar has really
helped ith our brand recogni on Sportradar s
reputa on is really high and operators, sports
federa ons, sports clubs all value Sportradar So
hen someone like that says this small company
from Bosnia is a good company, it sends an
important message to the market
“This combina on has helped us really sho
our colours ”
orda is rightly proud of the partnership ith
Sportradar but gro th doesn t come easy in
i gaming and So has learned some valuable
lessons along the ay “We e panded our
opera ons into agreb, roa a, one and a half
to t o years ago but e ere not really ready so
e have focussed on building up the company
in Mostar
“ urrently e have people in Mostar,
taken from all over the orld We have people
from the , the S – e are a rac ng people to
Bosnia and e are focusing on the company and
the products as an e pression of the company
“We have started a lot of ini a ves such as
the Spark start up incubator The idea behind
Spark is to give people an opportunity to develop
and to nurture entrepreneurial spirit ”
So is clearly seeking to be a force for good
in the region, as ell as a successful business
“Bosnia is not a highly developed country,” says
orda “It is a post ar communist country
there are some obstacles to change So e are
crea ng this pla orm in Mostar, trying to harness
the entrepreneurial energy that e ists There are
similar projects else here in Bosnia in Sarajevo
and Banja uka ”
omfortable ith its iden ty, So con nues
to look to the future ith op mism – and ne
products are in development “ irtual drag racing
is coming soon,” says orda “ veryone is doing
greyhound, horses, tennis – e build those, too
– but hy not do something simple So e are
trying drag races
And, for So and orda , the development of
virtual drag racing is representa ve of a company
that is illing to take a calculated risk “Why not
take a risk ” argues orda “The idea for this
product actually came from the development
team – not from management
“ We believe in this idea, they said We
believe it ill be great And if it fails It really
doesn t ma er What ma ers is that e have
people that are capable and illing to do this
“The orst case scenario is that e have more
e perience, more kno ledge This is al ays a
good thing ”
Sponsor of May’s Belgrade Future Gaming Show in Serbia,
NSoft is bringing its software solutions to an increasingly
bigger audience. INTERGAMINGi talks to CEO Stjepko Cordaš

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TOM’S Casino, an online casino for the LGBT
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er London, Tom’s Casino’s pro le will
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FOLLOWING the news that the Gibraltar-
base O obo close its o ces on ne
, ha in cease tra in on Ma , the
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iNTERGAMINGi that he is een to s ort
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Commen n on the min of the
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FOR the rst e, G C ol in s’ CasinoCl b
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redrik Osterber , chief strate y o cer at
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C S RS Interac e ntertain ent has
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CaesarsCasino.com will boost player marke n
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I O slots ro i er n or hina has reache
a content a ree ent with La n erican
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The deal sees etmo on inte ra n popular
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Endorphina’s business de elopment mana er
iklos anda said “We are deli hted to
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base online an obile casino a es
ro i er iSo Bet has si ne an a ree ent
with a in ro Las e as Casino ia on
to s l its f ll s ite of obile an es to
content to e as h , which is set to beco e
n ar ’s rst online casino
The i o et ran e of branded and ori inal
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both lash and T L formats.
ir Elba , mana in director at i o et,
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GG R SIL Ga in is to s l its or oilio
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The a reement i es bwin.party access
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throu h a direct inte ra on and the operator
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promo onal tools.
drasil pre iously had a supply deal with
C, which recently ac uired bwin.party. The
new a reement is an extension of that deal.
redrik Elm ist, CEO at drasil, said
“ win.party is one of the most respected
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GIBR LT R-base ari la ’s or olio of online
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er Matri ’s casino content a re ator
s well as branded tles such as tari lack
Widow and The Three too es, the Pariplay
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Locas, ish nd Chips, ed ot Chilli Chips and
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CasinoEn ine will con nue to raise Pariplay’s
pro le as a leadin de eloper of state-of-the-art
ames for the lobal i- amin industry.”
Ebbe roes, CEO of E ery atrix, added
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ST LOGIC Malta, a wholly owned
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takeLo ic, which specialises in the
de elopment and sublicensin of hi h- uality
T L casino ames, is markin the news
with the launch of 1 new tles, includin
partus and onkeys of the ni erse.
uben isse, takeLo ic CEO, said “The
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SLOTS and ta le games supplier ealis ames
has released its latest slot, 8th Wonder.
SWEDISH supplier Play n o
has partnered with Hugo
ames to reate a slot
featuring Hugo, the Danish
animated troll.
Hugo
SLOTS and ta le games supplier ealis
ames has released a new tle in olla ora on
with et i tor
PLAYTECH has unveiled two more games in the
Age of the ods series of slot tles, Age of the
ods and Age of the ods urious .
NEW from Yggdrasil is Monkey King, a slot that
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Journey to the West
SWEDISH slots spe ialist ui kspin has
added the line Spinions ea h Party to its
slots por olio.
ISO T ET has e panded its por olio of original
slots with the release of Cloud Tales.
A glance through some of the eye-catching new products recently featured at
www.intergameonline.com with iNTERGAMINGi products editor Mark Grifﬁth
LAUNCHES
CORE aming has released its latest slot,
a kpot , whi h o ers seven progressive pots
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#CASINO
PRODUCTS

Habanero’s head of sales Daniel Long looks at how
market fragmentation rewards those providers that can
tailor their offering to Asia’s different markets
Local heroes
T
HE struggles of Macau’s land-based sector were not enough to
dampen the mood at the recent G2E Asia, where – perhaps for
the rst me – the online sector and its future throughout Asia
was the talk of the town.
We have been seeing growing demand from Asian operators
in recent years - and the stereotypes of the typical Asian gambler are
being torn up as I write. Dated ideas about players that do not trust RNG
games and only play table games, par cularly baccarat, display a lac of
apprecia on for the nuances of a fast-moving mar et.
While live casino is certainly a popular part of the online mix, it is
de nitely no longer the only ma or genre in Asia. lot content, par cularly
when tailored to local tastes, is nding an audience among a genera on of
millennials that has grown up around gaming. lots are fast emerging as an
alterna ve form of entertainment that can sit alongside a football match
or lm.
There is no doubt the opportunity is there Asian urisdic ons boast the
world’s fastest growing middle class, enviable mobile penetra on rates and,
importantly, a cultural if not always poli cal acceptance of gambling.
LOCAL APPROACH
Tapping into these opportuni es, however, o en re uires a very di erent
approach to what may have wor ed closer to home.
Ta e the ues on of content aggrega on, which is a par cularly
important one in Asia. While content aggregators s ll play an important
role in the European online mar et, it is s ll far more common in Europe for
operators to integrate directly with providers.
That is not always the case across a number of ey Asian mar ets, where
it is more prevalent to see operators integra ng rstly into third-party
aggregators, who then in turn integrate with providers.
While we are happy to accommodate this, and have partnerships with
a number of ma or aggregators with good reach in Asia, we s ll nd that
those operators who do decide to directly integrate with us are pleasantly
surprised with what they nd.
This is because all our customers are beginning to discover that they
can get the most out of our exible and personalised service. We have
put a great deal of e ort into ensuring that we o er a tailored service
to individual operators, which ts their urisdic onal demands. Without
naming names, many of the other ma or providers may thin they match us
on the technological side, but they simply don’t o er the tailored service
both operators and aggregators demand, par cularly in smaller mar ets.
We have boots on the ground in Asia, and this is hugely important in
terms of building strong rela onships in emerging mar ets. We are never
going assume that our product will meet an operator’s precise re uirements
in Asia simply because it has proved successful in Europe.
TAILORED CONTENT
Content is as important as any other part of the e ua on. abanero has
en oyed success with Asian-themed content such as the a Cai hen slot and
more recently odiacs. We’re also wor ing on further content targeted at
this mar et, with a new slot called enghuang and another surprise release
for next year’s ICE.
We are seeing a number of other providers doing the same, of course,
but to design and build a slot that will chime with audiences in these
mar ets ta es more than a coat of red paint. Certainly graphical and audio
elements are important, but the mechanics of the game must also meet
local expecta ons. or instance, we’ve had success by including maths
models that have previously done well in Macau’s land-based environment.
There are no hard and fast rules here, but it is important to be conscious
of a few trends, including a focus on lower vola lity and more fre uent
access to feature rounds, even if the payout from features is not as high as
before. We build our slots for entertainment and see li le point in burning
players we’re loo ing to retain.
An omni-channel approach is also important, especially in many Asian
urisdic ons with a strong land-based heritage but where the online sector
is yet to reach maturity. Tapping into what has been successful in land-based
venues can be a shortcut to success online.
MARKET FRAGMENTATION
To tal about Asia as a single en ty is itself problema c, and fails to
appreciate the degree of mar et fragmenta on that poses core challenges
to providers loo ing to brea into the region.
We have made a huge e ort to ensure we are sensi ve to this
fragmenta on down to a product level. This means smoothly integra ng
across languages, currencies, devices and a number of other variables – all
dependent on an operator’s precise needs and mar et condi ons.
This process is not uni ue to Asia the global regulatory landscape has
become increasingly fragmented and it is important to nd a balance
between the scale needed to compete and the agility to ensure products
and services are localised accordingly. Providers would have had some
experience of this as Europe moves towards a dot-country model, but we’ve
observed many compe tors failing to implement the lessons in Asia.
Agility, as ever, is the name of the game, and that means allowing
operators or content aggregators to integrate on their terms, with all the
tools they re uire at hand.
At abanero we’ve en oyed plenty of success ta ing this approach. We
are now integrated with more than 40 brands based in Asia, and a host of
other operators and aggregators that are targe ng the region.
rom our o ces in Manila, we have uic ly established ourselves as the
supplier of choice across a number of Asia’s ey urisdic ons – and that’s
because we have displayed an understanding of the nuances of Asia’s
di erent mar ets.
Those who understand this will have an opportunity to grow in mar ets
that will rede ne the gaming mar et over the coming years.
WE HAVE BOOTS ON THE GROUND IN ASIA, AND THIS
IS HUGELY IMPORTANT IN TERMS OF BUILDING STRONG
RELATIONSHIPS IN EMERGING MARKETS
WE BUILD OUR SLOTS FOR ENTERTAINMENT AND SEE
LITTLE POINT IN BURNING PLAYERS WE’RE LOOKING
TO RETAIN
#CASINO
38 Issue 4 2016 iNTERGAMINGi www.intergameonline.com THIS CONTENT HAS BEEN SUPPLIED BY AN ADVERTISER
SUPPORTED EDITORIAL

#CASINO
Frank Hutchinson, chief operating ofﬁcer for Core Gaming,
champions free thought as a catalyst for innovation in
online gaming
Mr Blue Sky
I
N online gaming, few thrills can
compare with developing a new game
and watching it become a runaway
success s there anything be er
There’s a buzz and players latch onto it. They
tell their friends, the engagement climbs and the
excitement builds. Operators are on the phone,
trying to an cipate the next release.
The reputa ons of game de elopers are made
– or broken – by the performance of the content
that carries their name. When it comes to real-
money online gaming with so much at stake, few
can argue with this sur i al-of-the- est culture.
The problem, o en, is that these de elopers can
bask in the re ected glory of their last release
for too long, rather than focusing on the next
poten al hit.
Inno a on is the key to long-term success
in irtually any industry. owe er, I think that
the nature of the gaming sector – and mobile
in par cular, where ma ers such as technology
and trends can be so uid, so dynamic - can lead
one to conclude that companies can only a ord
to stand s ll for about as long as it takes to tap
the app.
e elopers simply cannot a ord to keep on
crea ng the same old types of games. layers -
and operators - will get bored and quickly nd
something new. Compe tors that dared to take
a chance, that tried something di erent and
perhaps o ered a tweak or feature ne er seen
before, will ul mately be those that pre ail and,
ine itably, dri e the industry forward. It is their
names that will be remembered as enduring
forces, not simply one-hit wonders.
Of course, inno a on is not ust what you
see in the shop window, or the game store.
Back-o ce impro ements are ust as important,
and e erything should be up for discussion, open
to re iew and o erhaul.
ow can we code be er ow can we impro e
our marke ng to make it more e ec e ow
can we streamline the de elopment process, and
make our games that frac on more responsi e
Companies must be prepared to undertake an
honest, transparent appraisal of how e ec e
their processes are, and key to that approach is
engaging as many oices as possible.
There is no monopoly on wisdom, and while
execu es and management must lead and bring
the bene t of their experience to any process,
it’s essen al that more unior employees -
those at the “coal face” who will likely be the
ones to execute any changes, and su er the
consequences - are at the core of the process.
One such approach is the so-called “hack”
session, which we at Core ha e held fairly
frequently in the last few years. These sessions
are designed to encourage inno a on and
free-thinking, and they ha e been a great
success on a number of le els.
ust to gi e you an idea of how they work for
us, let’s consider a successful two-day e ent we
held towards the back end of 01 . On the rst
day, our en re de elopment team of people
from all departments of the business were oined
by a select group of indi iduals from one of
our key operator partners. We all le the Core
o ces and were challenged to air and debate
ideas, game concepts, maths models, technology
concepts and so on. o inno a on was too
radical, no idea too challenging. From this
session alone we gathered around 100 new ideas
for games, game mechanics or new technology
concepts. We ltered these ideas down to a top
e o ernight.
On the second day we split the whole
company up into e teams of eight people -
typically mixed in ability and peer groups - and
then challenged each team to bring one of the
e shortlisted concepts to life in that single day.
t the end of that second day we had e new
working pieces of technology, albeit in embryonic
format, that we could take forward and use in
our games de elopment roadmap.
The outcome was that e ery single one of
those e concepts were incorporated into
games that were released during 01 . erhaps
the most prominent of these de elopments was
the mobile mo on technology that was used in
our an for old T scratchcard game, in
which players shake their phone to re eal prizes.
By including something new, we transformed a
fairly standard instant-win game into something
that players had not seen before and created
something of a buzz in the industry - a li le of
that excitement I talked about at the outset.
In o ember of last year, we concluded
our second such hack session and we are now
working on bringing more new technologies from
that session to market later this year.
I ha e to say that we consider our hack
sessions to be in aluable to our business
in challenging ideas and processes, while
Core also gains from secondary bene ts that
come from di erent departments mixing and
working together.
l mately, we feel these hacks ha e been
key in suppor ng our ambi on to remain ahead
of the pack and at the forefront of the game
de elopment sector.

World Match examines current trends and, as executive
director Andrea Boratto explains, operators must be
prepared to meet these new challenges
Omni-channel: the future?
M
OBILE’S share of global web
ra o es o grow I
s r ga g er s s also
wor h o g ha all he
bra hes of he ga g s r
ha were o e se ara e b s ess s
a el la base o l e a ob le are ow
all o erg g
World Match, which has being providing
sol ons to the ga ing sector since , is
now able to o er o ni channel ga e prod cts
speci call ga es across des top, obile and
pple T pla or s that deliver a tr l sea less
e perience across an prod ct, on an digital or
land based device
ndrea ora o, e ec ve director at World
Match, e plains “We owe o r s ccess ainl to
the deep anal sis o the habits and pre erences
o the pla ers and the pict re that is going to
be clearl o tlined is that o a pla er who is
progressivel ore oriented to pla on di erent
devices, switching ic l and re entl ro
one device to another
Toda , pla ers want to eel ree to start pla ing
on a laptop, then lower the lid and con n e
the ga e session on a tablet, while wai ng or
the b s, or travelling across the cit on p blic
transport vent all , bac at ho e, the pla er
a wish to ic bac on the so a and con n e
his or her ga ing session on pple T
ni channel has beco e the the e o
ga ing releases in the last ear or so and a
de ning ar et trend a bling anal sts predict
that it will generate as ch as a per cent
increase in average reven e per ser i operators
are to s cceed in o ering sea less e perience
on all the devices
ccording to ora o, the ga e e perience
sho ld be essen all cross pla or in an case
“This eans that the pla ers who change device
sho ld be able to res e the ga e e actl
where the le it and, above all, the sho ld be
ree to do so witho t an di c lt , he sa s
“The ga e e perience sho ld be e all
engaging on all the digital channels, des top and
obile and, in the not too distant t re, on
land based slots as well it sho ld o er the sa e
engage ent to the pla ers, irrespec ve o the
device the re pla ing on
n , World Match was one o the rst
providers to la nch a ga e s ite or obile
in na ve technolog and the co pan is s ll
con n ing on this path, principall , the co pan
sa s, beca se this ind o technolog allows it to
provide slots with highl detailed graphics and
great ani a ons
“ r slots in i and ndroid na ve
technologies are top o the range prod cts and
the cannot be issing ro the o er o an
reg lated operator, b t the also have a basic
wea ness, since the access to each app store
is per i ed onl or the operators that hold a
licence in that par c lar co ntr , sa s ora o
“HTML5, on the other hand, is an ideal
pla or or the develop ent o obile ga es
and it allows .com operators that are opera ng in
a n ber o ar ets to cope with this restric on
“ ro a co ercial point o view, then,
we ai to allow o r c sto ers to a e the
right choices, according to their target and the
ar ets the address, ora o e plains
ro a technological perspec ve, World
Match is going thro gh a transi on ro lash
to HTML5, with the la er set to beco e the
provider s onl technolog or the develop ent
o both des top and obile ga es
t is indeed a act that lash has alread been
re oved ro the standard con g ra on o
an browsers and, according to ora o, HTML5
o ers addi onal advantage or those operators
who are alread b rdened with e pensive
r nning costs
a s ora o “ t is nreasonable to as the
operators, especiall the s aller ones, to cer
both the obile and des top versions o each
ga e, th s increasing the costs
“ n this case, HTML5 is reall worthwhile as
it allows to avoid this proble b red cing the
b rden these s aller operators bear
#CASINO
www.intergameonline.com iNTERGAMINGi Issue 4 2016 41

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