European Gaming News
Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
Reading Time: 5 minutes
Today we speak with Miklos Handa, Founder of the email marketing solution, “MailMike.net” and speaker at Vienna International Gaming Expo 2018.
Coming from a land-based casino background with several years of experience from London’s Napoleons and Grosvenor Casinos as well as with global B2B igaming providers, he is a former gaming professional turned email marketing guru who created a tool with the help of Sebastiaan de Vos (former Head of Deliverability at Emarsys) that finally gets gaming content to inbox. With a deep understanding of the marketing needs and challenges of the gaming industry, he currently serves numerous affiliates, casino operators and B2B solution providers.
Today, Miklos is a recognized expert in his field, helping the gaming industry to legitimately boost their marketing efforts.
Thank you for being available and accepting this interview. First of all will you please introduce yourself and the company you represent?
Miklos: My Name is Miklos Handa and I am the co-founder of MailMike.net, the igaming industry’s email marketing partner.
MailMike is a service to assist the large volume E-mail senders to overcome their day-to-day problems. The concept of MailMike was born from the need to respond to the challenges of the fast-growing and rapidly changing email marketing industry. Will you please speak more about email marketing and in more details what is MailMike?
MailMike started out as a spam detection platform. We created a tool that was able to tell senders if their campaign was going to land in the spam box before they send it to their database. Due to the high demand, last year we introduced consultancy services to optimize email deliverability and by now we have grown into offering a 360° solution from technical set up on any platform, to campaign optimization or even fully managed sending.
We can read on your website that apart from the MailMike toolset, you offer personal consultation and various operative services. What are the services you offer your clients and which are the most demanded ones?
Miklos: Yes, as I have mentioned before we have gradually expanded our service offer to cover the full spectrum of email marketing so our customers can get the highest possible conversion rates. The most complex part of this is the technical setup on the sending platform. The majority of our clients subscribed to an email marketing platform before and expected to get an out of the box solution that is ready to send with amazing results. Unfortunately, this is not the case. To get past the spam filters you have to adjust the deep technical settings that most senders (or their CRM managers) don’t even know about and the sending platforms offer little to no help with this unless you are in one of their top tier packages with a dedicated account manager and specifically ask for the implementation of certain settings on their back-end. We aim to bridge this gap by auditing and fixing or configuring the setup ourselves from the start. As a result, our customers can send campaigns with outstanding conversion rates and keep maintaining a great sender reputation. We can even fully manage their email marketing with setting up, designing campaigns, testing and deployment.
How can MailMike overcome the challenges of renewing technology nowadays? What do you consider the most successful experience in the history of MailMike?
Miklos: Currently the biggest challenge facing the industry is the introduction of GDPR. All businesses need to be very careful about how they handle (and not to abuse) customer data. We can help our clients become fully compliant as this is also an integral part of our business.
As for our biggest success to this day, I am still very proud of our core B2B2B spam detection service which is used by some of the top sending platforms themselves daily, including one which is able to successfully send over 70billion emails annually thanks to our advanced technology.
Will you please tell more about the people who are behind the curtains, who created and have maintained these innovative, very successful and revolutionary services?
Miklos: The MailMike software was developed by Sebastiaan de Vos, who was formerly the head of deliverability at Emarsys. With his experience, close relationship to mailbox providers, black and white list provider, and all the significant email industry players, he had the knowledge how to maximize the performance of email marketing campaigns in a fully compliant manner. I am fortunate enough to have the opportunity to bring this deep insight and technology to the market and offer it to the igaming industry.
In 2017 you took part at ViGE in Vienna. What was this experience like, what benefits did it bring to your company, was it a useful experience?
Miklos: Yes, it was our our very first gaming expo with MailMike. As we serve various other industries such as ecommerce, event organizers, media sites etc., the ViGE helped us to get a feedback from the gaming sector and to better understand their needs and concerns. This allowed us to tailor our service to be better suited for this market segment.
Have you recently participated at other conferences and if yes, which were those?
Miklos: We have attended many expos and conferences from different industries all over the year, but the most recent one was another gaming event called the Prague Gaming Summit, which was a great show to network and build some new relationships.
The next ViGE conference in Vienna will be at the end of May, beginning of June (31st May-1st June). You will be a speaker at this event. What are your expectations and will you please tell us in a nutshell what are you going to speak about?
Miklos: I am very excited about the ViGE this year and I imagine it will be pretty busy. I will be speaking about customer acquisition, improving conversion and retention rates, but I cannot tell you more, you’ll just have to come
If you want to meet Miklos in person or networking with the biggest names of the Sports betting, Casino, VR/AR, Marketing, eSports, DFS, Virtual Sports and Crypto industry, make sure your attend the Vienna International Gaming Expo.
Miklos will also be live next week on iGamingRadio.com with Konrad. Make sure you save the date, 24 April and tune in at 13:00 CET.
With this occasion, I would also like to thank you for following my interview series and for sharing these information with your colleagues and partners. If you would like to be featured in an upcoming interview, please send me an e-mail to [email protected] and I will happily get back to you!
Source: European Gaming News
European Gaming News
Could the Gambling Commission ban wagering requirements?
Wagering requirements; whether you love them or hate them, with the Gambling Review well underway, there’s never been a better time to debate if they still have a place in modern gambling and whether the upcoming review will ban them once and for all. But first, let’s look at their development and why they are a contentious issue in the industry.
What are wagering requirements?
Wagering requirements are a common term and condition attached to a bonus that prevents players from taking a promotion and withdrawing it immediately. They are applied differently by each gambling brand. Some, like PlayOJO, Paddy Power, MrQ and Betfair, have revolutionised the casino scene by offering no wagering bonuses. In contrast, others take the predatory route and list bonuses with up to 100x requirements (the average is around 30x).
The requirement is the amount a player must wager at the casino before any winnings made with a bonus are valid for withdrawal. In the case of a £100 bonus, a 30x requirement would mean a player must wager a total of 100×30=£3,000 before they could withdraw any winnings. Most players would easily decimate their winnings before fulfilling the condition and, as most bonuses expire within 7-14 days, may well be forced to play for periods, or at times, they otherwise might not.
Why do wagering requirements exist?
In the early days of online casinos, bonus hunting among players became widely popular. It led to forums where players shared information on where and how to profit from the best welcome bonuses, earning money from the available offers available and never playing at a site again.
As casinos began to notice players taking bonuses and withdrawing without using them fairly, they combatted the practice with wagering requirements and other terms, such as the ability to withdraw a bonus and any winnings made if an account was suspect of this activity.
However, with no limits or official licensing rules to regulate wagering requirements at that time, things soon got out of hand as operators set high limits that were and still are unattainable to most players. Additionally, in many cases, the terms and conditions were not clearly displayed or explained, leading to the confiscation of bonuses and winnings without players understanding how or why they’d fallen foul of the casino’s rules.
Wagering requirements under fire with UKGC
By 2014, and following a flood of player complaints, the Gambling Commission weighed in, creating the Gambling (Licensing and Advertising) Act which prescribed operators were to advertise their bonus terms and conditions clearly and explain them to players. This led to some reducing their requirements to more feasible levels. However, not all operators followed suit, hence why we’re still discussing wagering requirements today.
More recently, in February 2022, the UKGC set its sights on reforming wagering requirements again, issuing new guidance regarding fair and transparent terms and practices, which acknowledged that wagering requirements could lead to excessive play, not in line with social responsibility rules for operators.
The new guidance rules cited that licensees used potentially unfair terms, with examples including:
- “terms that allow licensees to confiscate customers’ un-staked deposits
- terms regarding treatment of customers’ funds where a licensee believes there has been illegal, irregular or fraudulent play
- promotions for online games that have terms entitling a licensee to void real money winnings if a customer inadvertently breaks staking rules
- terms that unfairly permit licensees to reduce potential winnings on open bets.”
It also stated that the Commission was aware of:
- “terms and conditions that are difficult to understand
- welcome bonus offers and wagering requirements which may encourage excessive play.”
While the guidance did not contain rules for abolishing or limiting wagering requirements, they instructed licensees to review their terms and conditions to ensure they fit consumer protection laws and that; “The LCCP requires rewards and bonuses to be constructed in a way that is socially responsible. Although it is common practice to attach terms and conditions to bonus offers, the Commission does not expect conditions, such as wagering requirements, to encourage excessive play.”
Will wagering requirements be banned?
With the Gambling Review white paper currently overdue and keenly expected by all industry stakeholders, many wonder if it will cover wagering requirements or, more specifically, exclude them from casino practice. The Gambling Review aims to update the 2005 Gambling Act, fit for the modern age, and wagering requirements would undoubtedly slot into the remit of what’s being discussed, which includes greater player protections and affordability checks.
While it’s clear that some big-name operators and affiliates like No Wagering are pioneering the way in bringing zero wagering bonuses to players, many sites have not followed suit. This is despite clear evidence that players favour fairer bonuses (PlayOJO is one of 39 brands operated by the same parent company, it is the only one with zero requirements, and it’s the most successful of all, according to the company).
Realistically, we’re not sure that the new gambling regulations will ban wagering requirements completely (as we covered earlier, they do exist for a reason), but it certainly wouldn’t be beyond the imagination for there to be a maximum cap applied in the view that excessive requirements equate to excessive play.
What’s next for operators and bonuses if wagering requirements are banned?
Bonuses are one of the most important factors for players in picking between casino sites, and they make players feel lucky to score something for free straight off the bat (even if the wagering requirements mean this is not really the case).
If wagering requirements are banned, operators unwilling to offer bonuses without wagering requirements will have to return to the drawing board and reimagine rewards, especially welcome offers. Alternatively, they could begin competing based on other USPs, such as focusing more on the casino product to pull in the punters by offering unique games, making space for indie developers, having instant withdrawals, or gamified loyalty benefits and better loyalty clubs.
Moreover, it would present a fantastic opportunity for remote operators to move away from the tired system of matched deposit bonuses towards more exciting and fresher ideas like promo wheel spins, mystery gifts on first deposits, prize draws and so on. With brands including PlayOJO, Paddy Power, MrQ and Betfair already doing this, operators do not lack a blueprint to success, just the gumption to embrace a new model.
Bulgaria
Betway Bulgaria officially launches, offers live and bet-builder options
Another company has officially launched its activities in the growing niche of online betting in Bulgaria. But here we are not just talking about another operator licensed by national institutions, but about a leading brand worldwide. Betway is one of the largest bookmakers in Europe and globally, and the fact that it already offers its services in Bulgaria speaks positively about the development of the gambling business in the country.
Indications of an increase in the size of the industry appeared last year, when several operators received a permit to operate under Bulgarian jurisdiction. It is unlikely that this process will end with the official launch of betway bulgaria, rather the brand entering the country can be perceived by international operators as a positive assessment of the market in Bulgaria. What can we find at Betway besides the obvious – increased competition and of course more choice for consumers?
What do we find in the sports section?
Sports betting – this is the leading sector of the company, which started operations in 2006. The brand is associated with a number of teams in Europe such as Tottenham, Atletico Madrid, Leicester, Alaves, Belenenses, Werder, etc. Of course, the top championships in Europe are present in the latest betting platform, but that’s not all. Betway offers the opportunity to make predictions at less popular UEFA championships. The fans of the Bulgarian championship have options too. All matches of the First League are present in the bookmaker’s menu, and are offered with dozens of choices for each of them.
Real-time bets and long-term combinations
Live bets are a big thrill for many players. This option is present at Betway, and this also applies to the mobile version, of course. It is not difficult to detect current events – they come first when loading the platform. And with them the bookmaker really comes up with interesting offers, some of which are rare on the Bulgarian market. The outcome of the bets become clear in literally seconds if the next goal market or one of the performance options is selected.
In addition, the company accepts predictions with a much longer horizon. It is now standard to bet on who will be the champion in England, Spain, Italy or Germany. However, there are also specific markets and selections for certain teams – will Barcelona take the trophy this season, will Liverpool reach the final in at least one of the tournaments in which it participates, etc. And if users don’t find what they’re looking for in these offers, they can always turn to the betting menu. The bet-builder is still limited to one match, from which we can choose two or more selections until the desired odds are formed. This is the most appropriate way to optimize the bet according to personal preferences and therefore it is increasingly preferred by the players.
Betway’s first steps on the Bulgarian market are impressive. And this is just the beginning, we can expect even more in the near future.
European Gaming News
EveryMatrix inks RGS Matrix agreement with Wild Boars
EveryMatrix announces the second RGS Matrix partnership with Wild Boars, newly launched gaming studio that aims to bring creative storytelling and a fresh feel to the gaming industry.
Launched in 2019 as EveryMatrix sixth standalone solution, RGS Matrix enables gaming development teams to distribute, manage, and report upon a proprietary game product portfolio.
This ‘out of the box’ remote gaming server was built on an open architecture and caters for outstanding player experience, consistent deployment, and quicker content integration.
Mathias Larsson, Managing Director of RGS Matrix, says: “This is our second RGS Matrix agreement and it brings me a lot of joy to know that our solution starts gaining momentum in the market. Our remote gaming server aims to help the new generation of game builders by providing all the means to create, design, distribute and manage games.
“The team of Wild Boars is experienced, skilled and highly creative. I am looking forward to seeing their games live and appreciated by players in many countries.”
Oleksandr Yermolaiev, Managing Director of Wild Boars, comments: “We truly believe that choosing a right partner is crucial for success. For us, RGS Matrix and its remarkable team is just that partner. We are excited to use EveryMatrix solution, focus on what we do best and bring our innovative games to a wide range of operators, territories and players. RGS Matrix is dashing ahead and we are happy to join the ride.”
RGS Matrix powers slots and table games, and is currently certified for Malta, Latvia, Lithuania, Estonia, Sweden, Spain, Denmark, Romania, and Colombia, with many jurisdictions to come in the upcoming years.
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