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Exclusive Q&A with Robert Chvatal, Chief Executive Officer at SAZKA Group

Published

3 years ago

September 2, 2021

Reading Time: 4 minutes

As CEO of European gaming giant SAZKA Group, Robert Chvátal knows more than most how the COVID-19 pandemic has impacted the industry over the last 18 months. But whilst lockdowns in a number of its markets have taken their toll on the group’s retail offering, he is bullish about the long-term prospects. In an exclusive interview for European Gaming, he revealed how the use of technology and a customer-centric approach is driving online growth and allowing operators to provide a safer gaming environment.

Holiday season is often a time for rest and reflection. How do you look back on the last few months and what challenges did it pose for SAZKA Group?

I’m pleased to say that we have managed to remain resilient in what has been an unpredictable period with often disruptive trading conditions. As people will know, 80% of our EBIT is generated through lottery-style games. Clearly lock-downs have had an impact on our operations, with retail in Italy and Greece in particular taking a hit. And yet our strategic focus on online channels paid off. I think the growth of digital sales during the pandemic is very supportive for our future development too. 30 per cent of GGR for our Czech business in 2020 came online and that continues to grow. In Greece, OPAP recently launched a digital entertainment hub and has seen really good take-up of online lottery sales, despite starting from a low base. Retail remains important. Picking it up and rejuvenating it in the coming months is a priority, but online is a rising star providing us with real guidance too.

Across the industry we’ve seen witnesses the introduction of a wave of new products and a freshening up of old ones. What part has SAZKA Group played in this?

With more and more customers heading online, as well as potential new ones sat in front of their computer and phone screens, it was imperative that we kept our product offering up-to-date and relevant. All our operator companies introduced new content suitable for their jurisdictions. Needless to say, we also introduced new lottery draws too. Hand in glove with this went customer engagement plans that allowed us to showcase the full product portfolio and content diversity that is so important these days. We also saw the roll-out of customer loyalty programs that rewarded our regular players, be they in-store or online. This helped to really personalise our interaction at a time when we were all distancing ourselves from one another as a society. The results to date have been very encouraging.

How has the pandemic changed the way that you approach marketing, particularly when it comes to players who have moved online and those new ones who are joining them?

Interestingly, we are gaining real traction with event-based jackpots with specific themes. Friday the 13th has become a real tradition for us, as many people will now know. There are some key dates when players like to try their luck such as Black Friday top. With millions of people online looking for a bargain, it is a date that resonates in some of our markets. We are often able to collect much higher wagers on these special dates because we’re able to market them better. Clearly customer loyalty takes on a new meaning online too. Traditionally, retail has been an anonymous experience with people going to a newsagent or a kiosk to buy a lottery slip. That suits some people and that’s fine, but it doesn’t allow us to capture anonymised information on consumer trends. Online obviously requires people to register and be verified, allowing us to ensure the are safer from a responsible gaming point of view, which is crucial.

What part is technology playing in providing a better player experience?

We are really making the most of big data, joining the dots between lottery and those who play other games. It has a huge benefit online. But retail loyalty is equally important for us. That’s why we offered virtual loyalty cards, where players register online with a mobile number. This then allows us to identify them as a unique player. We also have a proposition in retail loyalty called Wheel of Fortune where participants benefit by being offered a second chance within 24 hours of their retail purchase, for example. People are embracing it because they see the benefits of what is being offered. There is nothing worse than being bombarded with products and services in which you have no interest. Harnessing big data and processing it thoughtfully allows technology to tailor our offering. That has never been more important in a world full of distractions. We also see technology as a vital means of protecting players, more of which is below.

Player protection and the need for safer betting and gaming environments are rarely out of the headlines these days. How is the lottery sector and SAZKA Group in particular dealing with the challenges these concerns present?

SAZKA Group is committed to responsible gaming. It always has and always will be a central plank of our proposition as a business. All of our operator companies are part of European Lotteries, so there’s a strict and supervised responsible gaming certification mechanism. In some respects, we’re fortunate. In lottery wins are infrequent, compared to games with higher probability and higher frequency. The risk of excessive or problem gaming is small as a result. But there is clearly no room for complacency. Some of our companies run sports and casino betting too, of course, and put significant resources into ensuring customers are supported. We let them know about setting time and spending limits and the advantages of taking frequent breaks. We also educate our employees and store partners in responsible gaming training, so that they can apply the relevant standards and principles. At the end of the day, this should be an enjoyable and playful experience for our customers – and we need to play a central role in maintaining that.

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GR8 Tech Drives Client Success with New Chief Client Officer

Published

3 minutes ago

February 6, 2025

George Miller

Reading Time: 2 minutes

GR8 Tech is reinforcing its client-first strategy by promoting Kateryna Pozdnysheva to Chief Client Officer while she continues to lead the CRM Business Unit. Having been an integral part of GR8 Tech since its inception, Kateryna brings deep industry expertise, strong leadership, and a passion for client success to drive strategic growth and operational excellence.

A Holistic Approach to Client Success

Kateryna’s journey to Chief Client Officer started in CRM, where her team focused on developing solutions that enable operators to engage players more effectively. This foundation shaped her philosophy that client success isn’t just about tactics—it’s about creating a seamless ecosystem where product quality, service excellence, and user experience align to drive results.

“In this new role, I am focusing not only on retention strategies but also on driving the overall business growth of our clients. This requires deeper collaboration, a clear understanding of their challenges, and the ability to quickly adapt to market shifts. The key takeaway for me has been the importance of being proactive—anticipating client needs rather than just responding to them, and using cutting-edge technology to deliver tailored solutions,” Kateryna shared.

“The biggest challenge is balancing short-term results with long-term strategic goals. The iGaming industry evolves rapidly, and our clients’ success depends on how quickly we can adapt and offer relevant solutions.”

Data-Driven Personalization in Client Support

Technology plays a vital role in client support, but Kateryna emphasizes that automation alone isn’t enough. “The real value comes from combining automation with a personalized touch. Our goal is to ensure every client interaction is not just fast but also meaningful and relevant.”

Key service metrics she prioritizes include:

NPS (Net Promoter Score) – measuring how likely clients are to recommend GR8 Tech.
CSAT (Customer Satisfaction Score) – assessing satisfaction after specific interactions.

However, Kateryna believes that numbers don’t tell the full story. Direct client feedback through interviews, surveys, and one-on-one conversations provides valuable qualitative insights that drive continuous improvement and the building of stronger, trust-based relationships.

GR8 Tech’s mission is built on client support, keeping commitments, and delivering a personalized approach. With Kateryna Pozdnysheva leading the way, the company is strengthening its ability to solve client requests even more efficiently, deliver more tailored solutions, and uphold its commitments at every stage. With a sharp focus on innovation, efficiency, and sustained growth, the company is raising the bar in iGaming and empowering its clients to lead the industry.

The post GR8 Tech Drives Client Success with New Chief Client Officer appeared first on European Gaming Industry News.

Latest News

Playson goes live with Dazzletag Entertainment to extend UK presence

Published

3 minutes ago

February 6, 2025

George Miller

Reading Time: < 1 minute

Playson, the accomplished digital entertainment supplier, has launched a selection of its Hold and Win games with UK operator Dazzletag Entertainment Ltd.

Dazzletag Entertainment owns and operates several online casino sites, including popular brands Casushi and Peachy Games, which continue to enjoy a strong growth trajectory.

Playson’s top-performing titles have gone live in the UK via Light & Wonder, including Supercharged Clovers: Hold and Win and 3 Pots Riches: Hold and Win.

The UK remains a key focus for Playson as it looks to further build its presence within one of the industry’s most recognised online gaming markets. The company’s recent tie-up with Light & Wonder provides a strong platform for future growth, with its games available on the supplier’s content marketplace that operators such as Dazzletag Entertainment are connected with.

Blanka Homor, Sales Director at Playson, said: “We are thrilled to make our debut with Dazzletag Entertainment, bringing engaging gaming experiences to even more players in the UK market.

“As the partnership progresses, we will seek to integrate more games across the operator’s brand to continue our commitment to providing the best content to players of all tastes.”

The post Playson goes live with Dazzletag Entertainment to extend UK presence appeared first on European Gaming Industry News.

Latest News

A Quick Guide to Gambling Apps

Published

2 hours ago

February 6, 2025

Wladimir P.

There are plenty of ways to promote gambling offers, including native ads, email campaigns, teasers, and other traffic sources that direct users to a pre-landing page. However, all these methods share one major issue — strict moderation and the constant need for workarounds, with the added risk of account bans.

To overcome such challenges, webmasters have increasingly turned to mobile apps, which can generate as many, if not more, leads than pre-landers. In this guide, the experts at 888STARZ Partners will delve into what affiliate apps are, the different types available, how to acquire them, and review the five best options for driving traffic to betting offers.

What are affiliate marketing apps?

In affiliate marketing, apps are mobile programs installed on users’ smartphones or tablets, specifically designed to promote gambling offers. These apps often function as fully operational casinos, enabling deposits, withdrawals, and offering mini-games such as slots, roulette, or poker. In some cases, they serve as promotional tools, embedding links to online casinos while offering extra features to engage users and drive traffic back to the main platform.

Types of apps for traffic generation

There are three primary types of mobile apps used to promote gambling offers: Native, Webview, and PWA. Each type differs in its implementation, development complexity, and conversion potential. Let’s dive deeper into each one.

Native applications

Native apps are the classic mobile applications found on popular platforms like Google Play or the App Store. These apps don’t require an internet connection to function, allowing players to enjoy offline activities such as spinning slots, making sport bets, etc. However, an internet connection is still needed for account top-ups and website access.

Due to deeper integration with the device, these applications can access data such as geolocation and biometrics, and they can also be used to send push notifications directly to the player’s smartphone.

Native apps in Google Play to promote gambling offers. Source: Google Play.

Native apps tend to build more trust among users compared to PWAs or Webview apps. They load quickly, perform smoothly, and are generally well-optimized. However, developing a native app demands significant time and financial investment. Additionally, since they must pass App Store and Google Play moderation, techniques like cloaking cannot be used, making their approval challenging. And even when approved, native gambling apps are frequently removed, resulting in developer account bans.

Another challenge is that if the developer account isn’t properly warmed up before publishing, it will likely be blocked immediately after the app is taken down. Due to the high development costs and the inevitability of platform bans, native apps are rarely used for gambling promotion.

Webview applications

Essentially, a Webview is a website embedded within a mobile application. Here’s how it works: once the app is installed through an official platform, all user actions are sent as requests either to an HTML file within the app or to a remote server. Webview apps have the advantage of easily bypassing moderation, thanks to their ability to use cloaking. As a result, they tend to remain on app marketplaces longer — often for weeks or even up to a month.

Webview apps can also be promoted on platforms with strict ad policies, like Facebook, TikTok, YouTube, and other social networks. These apps offer the same benefits as native apps, but they’re less complex to develop, cost less, and can even be rented from specialized services.

However, running Webview campaigns requires “warming up” your account to avoid a block after the app is banned. Additionally, since Webview apps are always connected to a website, they need an internet connection and tend to load slower than native apps.

Harrah’s online casino webview app. Source: Apps.Apple.

PWA applications (Progressive Web App)

PWAs and Webview apps are quite similar in terms of implementation, as both are tied to websites. The key difference is that while Webview apps embed the website directly inside the app, PWAs are essentially links to a website, designed to look and feel like a mobile app.

To set up a PWA, you’ll need to purchase a separate domain, as they can’t be uploaded to official app stores. Instead, you’ll have to find alternative platforms or fake app stores that mimic the App Store or Google Play. However, exercise caution when using these alternative platforms, as some are unreliable or even fraudulent, putting your app at risk of being permanently lost.

PWAs tend to generate less trust among users, are optimized only for Android, and have the lowest conversion rates compared to other app types. That said, they remain popular because they’re the easiest to create, cost the least, and are often offered for free by affiliate programs.

Example of a fake Google Play page with PWA app. Source: 66pwa.

Why are mobile apps so popular?

We’ve outlined the specifics of each app type, but beyond their unique pros and cons, all of them share common advantages that make them so popular for promoting gambling offers:

Easier moderation:

Platforms like Facebook, Google Ads, TikTok, and Instagram typically prohibit online casino promotions, often blocking ads that link to gambling landing pages. However, when promoting gambling through mobile apps, these platforms tend to be more lenient, and ads are less likely to be banned. This removes the need for complex cloaking techniques or the use of anti-detect browsers.

Mobile traffic popularity:

The share of mobile traffic in affiliate marketing has grown significantly over the past few years. Today, almost all users respond to ads and play online casinos from their smartphones. As a result, gamblers have shown increased interest in gambling apps due to their convenience and interactive elements.

Push notification campaigns:

Mobile apps can integrate a feature to send push notifications to users’ smartphones, informing them about special offers, promotions, and other updates. This not only boosts first-deposit conversions but also helps retain players to casino and betting.

Higher trust levels:

Users are familiar with how easy it is to create a landing page, and many of these landing pages are used to promote unreliable or even scammy products. Apps, on the other hand, are harder to create and often require a significant investment and professional expertise. As a result, there are far fewer spammy platforms operating through apps, which increases user trust.

How to obtain apps?

As we’ve seen, mobile apps are effective for promoting online casinos and betting sites, but the process of acquiring them can be more complex than simply setting up a landing page. Depending on the type of app, there are different methods for obtaining one, ranging from easy to more challenging. Here’s a breakdown of the main ways to acquire mobile apps:

- Via affiliate programs.
  Many affiliate programs specializing in gambling and betting niches often provide webmasters with PWA apps as promotional materials for their offers. Apps from affiliate programs come optimized for specific GEOs and can include custom features upon request;

App rentals.

There are various services that allow you to rent mobile apps for gambling promotions. You can either choose from an available catalog or request a customized app. This method removes the need for development or ongoing maintenance. However, you’ll need to pay a one-time fee or a per-download fee (typically a few cents per download). Popular rental services include iRent, ZM Apps, Trident Rent, Wild Wild Apps, [FBM] Apps;

App builders.

If you prefer to create an app yourself, there are app builders that allow you to design gambling traffic apps using pre-made templates. While these platforms can generate high-quality apps in just a few days, they are expensive, with prices reaching thousands of dollars. The functionality of these apps may be more limited than custom-built apps but can still serve most purposes.

Custom development.

Custom development is the most expensive and time-consuming option for creating gambling apps. Freelancers typically charge high fees, and since apps are often removed from stores, you’ll need to commission new ones regularly, which can become costly. While larger teams may have in-house developers, most webmasters can’t afford to hire full-time professionals. Custom development is best suited for offers that require unique features or specifications.