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Exclusive interview w/ Henry McLean, Co-founder, Commercial & Marketing Director 4ThePlayer about First Look Games
What challenges has 4ThePlayer faced when it comes to game promotion?
For us, promotion is not really a challenge, but we have to make sure any promotion has the maximum impact. We are a boutique slot house, not a factory, so we have more invested in every game and we want to ensure that each game hits its maximum potential.
We don’t just release games and hope they’re successful: we want to create a story. We have a multi-pronged strategy to drive the success of every game we make. First Look Games is part of that strategy!
What made you decide to use First Look Games to help with this?
First Look Games gives us more extensive reach with affiliates. We have direct relationships with a lot of affiliates, but it’s impossible to have close relationships with all of them.
Likewise, First Look Games is always onboarding new affiliates, which saves us a lot of time and gives us an ‘affiliate tail’ that we would otherwise probably not reach.
When we do a premium release, it’s always great to see new affiliates – even those we didn’t already know – pop up and write about our games.
First Look Games are always innovating on their platform and adding new features. For example, they created the UKGC-compliant free demo tool as a response to regulatory changes.
That is exactly why we have renewed First Look Games for 2023: we almost see it as an additional person on our marketing team!
How has First Look Games helped you drive awareness of your games/studio?
In such a crowded market place, it’s essential to be noticed – and to be noticed for the right reasons! 4ThePlayer has the reasons to be noticed, but First Look Games helps us drive more awareness of those reasons.
For example, our next premium game release, 3 Lucky Leprechauns, has a clear message: that the game was made to be super active with a very frequent bonus and a realistic max win of 5,000X that pays out regularly. With First Look Games, we can drive this message to affiliates and properly target the main market for the game (in this case, the UK).
Just how effective are affiliates at this?
Affiliates are a key part of our promotional strategy and of the multi-prong approach I mentioned earlier.
In a similar manner to how the film industry heavily uses reviewers to drive demand and create a story about each film release, we drive demand and interest in our games. Affiliates are one of the effective ways we can do this.
Has it helped drive awareness among operators as well as players? How?
It is all part of the marketing mix. The more awareness of a game, the better – although affiliates are more about targeting players directly than targeting operators for us.
That said, if you made a Venn diagram of slot fans versus operators, you’d see that a lot of operators are themselves players – so with affiliates you can still target them, but in a different way!
Anything else to add?
It’s been great speaking with you about First Look Games! If anyone would like to hear more about us and what is coming, be sure to check our social media (Twitter / LinkedIn)
Latest News
Winaday Casino & CryptoSlots Unveil Harvest of Riches, a Thanksgiving-Themed Slot with Bountiful Bonuses
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The spirit of American Thanksgiving arrives early at Winaday Casino and CryptoSlots with the launch of the festive new slot, Harvest of Riches. To celebrate the season of plenty, both casinos are offering a cornucopia of match deposit bonuses, including a top-tier 188% match offer, giving players a bountiful bankroll to explore this charming autumn-themed game. The promotional feasts are available until November 23, 2025.
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The post Winaday Casino & CryptoSlots Unveil Harvest of Riches, a Thanksgiving-Themed Slot with Bountiful Bonuses appeared first on European Gaming Industry News.
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Rub the Lamp and Conjure Up Big Wins in Golden Paw Hold & Win
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Popular iGaming content provider BGaming summons a mystical cat-genie to help players’ wishes come true in the brand-new Golden Paw Hold & Win slot.
Golden Paw Hold & Win provides a fresh perspective on the classic Hold and Win gameplay mechanic. The game boasts 1,024 ways to win on every spin, with a variety of five exciting progressive bonus rounds, expanding reels, and a mesmerising leading character.
BGaming has utilised the same visual style from successful hits like Alice WonderLuck, drawing players in with vibrant colours and a larger-than-life character. This striking visual design ensures the action remains engaging on every spin. The central character in the game is an enchanting cat genie, who transforms from tiny to mighty during the game’s Hold and Win bonus.
This is not the only captivating feature in the Hold and Win round, with every coin collected triggering the reels to expand and boosting the player’s winning potential. Players can get their hands on a maximum win of x2,000, with the slot serving up an impressive RTP of 97%.
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Hold and Win is a proven, easily readable mechanic for classic players, and improving it with a dynamically expanding board is an unexpected twist that matches the genie’s antics.”
The post Rub the Lamp and Conjure Up Big Wins in Golden Paw Hold & Win appeared first on European Gaming Industry News.
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QTech Games recruits Joel Anyaegbu to spearhead West Africa sales
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QTech Games, the leading game aggregator for all emerging markets, has appointed Joel Anyaegbu to the position of Sales & Account Manager for West Africa, as it strengthens its ongoing push to generate new revenue streams across Africa’s evolving landscape.
Anyaegbu joins the QTech Games team, having successfully spent the past two years overseeing commercial development and international growth in the same West Africa region at SIS (Sports Information Services) as Commercial Manager. There, he helped to promote SIS’s diverse content offering across racing, esports and numbers draws to new audiences and younger demographics.
Other formative roles in the igaming ecosystem, notably at Betbonanza and Winners Golden Bet, have equipped Anyaegbu with a breadth of experience across the territory which he will now bring to bear at QTech, alongside fellow sales hires for the region is Ekaterina Mayorova and Agatha Wanjugu (East Africa). More broadly, the Nigerian holds an MSc in Marketing, and leverages over seven years in the igaming, telecommunications and fintech fields.
QTech Games CEO, Philip Doftvik, said: “Joel joins our sales ranks at an exciting time, as we bid to double down on our wider African gains in the West. His network and knowledge in local players will play a key role, while his track record across a host of business-development roles has already demonstrated his sales nous and strategic thinking.
“This proven commercial acumen in West Africa will be a true asset to our growing Africa team. So, we’re thrilled to already have him onboarded and off to a quick start.”
Joel Anyaegbu added: “QTech Games is a company I’ve long admired, and I’m truly excited about the innovations they continue to bring to the igaming industry, such as their breakthrough QTech Hybrid software service, which is seamlessly joining up the African retail domain with online.
“I’m particularly inspired by how QTech simplifies access to high-quality gaming content, integrating through one single and seamless API. It’s a smart and powerful solution that truly sets us apart. I look forward to connecting with clients and partners across the region to share how QTech’s aggregation platform can help elevate their offerings and unlock new opportunities in the gaming space.”
The post QTech Games recruits Joel Anyaegbu to spearhead West Africa sales appeared first on European Gaming Industry News.
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