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Making a lasting mark in a new territory
We talk to Michael Bauer, CFO/CGO at Greentube, to discover the key elements to a successful entry into a new market.
What has to be taken into consideration before entering a new market?
Michael Bauer: The first aspect to consider is whether or not our games already have traction in a particular region, this can be in either social casino, or the land-based environment. If we see that this is indeed the case, then the decision-making process is a much easier one as clearly, this is a positive sign as to our potential within that jurisdiction.
Secondly, we have to take into consideration the market itself. How big is it, what is the overall population, how does that break down into demographic groups and what is the average income? All of these questions are pertinent. We also have to look at how the market is shaped by regulation, for example is it reasonable from a taxation perspective and in terms of products and content, or are there any major restrictions in place? All of these factors are in play when we are deciding whether or not a market is attractive to us.
By way of examples, looking at the Czech Republic and German markets, they have heavy restrictions in place on the product. Germany has a €1 limit on stakes and five seconds between spins, while in the Czech Republic, you also have maximum win limits. This can make products less attractive for players and from a supplier perspective an amended product, which is less scalable and attractive.
How important is it to utilise local expertise within a market?
It is usually very important, because markets are all different to one another in certain respects and this means a one-size-fits-all approach cannot be successfully rolled out across multiple jurisdictions. This is true for both suppliers and operators, and arguably even more crucial for the latter. Operators must have a detailed knowledge of local marketing networks, compliance aspects of regulation and local player tastes and preferences. Local expertise is an integral part of the growth journey towards being an important player in a market, there is the potential for an operator to buy their way to success through marketing, but it is a costly approach.
Are the current conditions in Germany an illustration of potential difficulties of entering a new territory?
Germany is the best current example of potential difficulties when entering a new market due to regulation. It is the first regulated market I have seen that has created an environment that is particularly unattractive for players, causing channelisation rates which are only around 20%. In addition, the regulators have struggled to issue licences. As things stand at present, what the regulation is creating does not lead to the desired outcome – the channelisation of the player base into a safe, regulated environment.
Is there an expectation for both operators and suppliers to enter every regulated region?
To a certain extent, yes. Our bigger, global customers are asking us to join them when entering new markets. We experienced this in both Argentina and Ontario, as well as other smaller regions. The issue here is that a market may not necessarily be attractive enough for us as we have too many other opportunities to tackle at the same time. When we are dealing with a smaller jurisdiction, the cost of entry and resources may be better funnelled towards the bigger openings.
Certain operators may seek to launch games on as global a basis, but this is a trend that is becoming less prevalent, which is down to different regulations and operators utilising various platforms in certain regions.
How long does it take to know whether you have been successful in a market? How is that success measured?
When a new region opens up and the regulations in place are crafted carefully, such as in the Netherlands for example, operators who gain a licence are able to ramp up quickly. We have also seen in Switzerland that markets can become very interesting, very quickly. Our measure of success is market share, where we receive feedback from operators on the success of our games. The other aspect is the GGR we are generating in a region and the number of players we are reaching. It may be that a certain jurisdiction has a weak currency, or low local purchasing power, but where there are many people playing our games. Colombia is an example of this, where the currency is not as strong as the European markets we operate in for example but we have a large player base, and can also be regarded as a success. Germany is a less than ideal example, because players are leaving the regulated market, and we cannot supply the black market.
Do you have any particular examples of successful or non-successful market entries?
The starting point of a successful entry for us is usually predicated on being first to market. We achieved that in Switzerland and the Netherlands, where on day one of regulation our games were available to play. In itself, this is a success because it’s normally very tricky to be that fast. Secondly, after a certain time you look at how big your market share is. Switzerland, the Netherlands, Poland and also Norway are good examples here, as we quickly gained market share through the latter with state-owned Monopoly holder Norsk Tipping. You also have high hopes of certain jurisdictions that don’t come to fruition, which despite best intentions and plenty of hard work can be out of our hands due to regulations requiring amendments of games and stakes.
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In, Out, Shake It All About: Groove Technologies and InOut Games Partner to Rattle the iGaming Cage
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Groove Technologies, the powerhouse aggregator renowned for its elite content portfolio, today announced a strategic distribution partnership with breakout studio InOut Games, the creative force behind the viral sensation Chicken Road. This move integrates InOut Games’ innovative content directly into Groove’s vast ecosystem, providing its global operator network with access to one of the industry’s most talked-about new providers.
This partnership arrives as InOut Games makes its highly anticipated leap into the slot market with Chicken Royal. Inspired by the iconic crash game that captivated a global audience, this new slot transports the beloved chicken into a dynamic, feature-rich format. Designed to engage both seasoned slot players and fans of the original, Chicken Royal marks a pivotal “in” for the studio, expanding its portfolio beyond crash mechanics and signaling its commitment to versatile, high-impact entertainment.
With the addition of InOut Games, Groove’s entertainment ecosystem now blankets over 150 top-tier game providers. Operators worldwide, connected via Groove’s single, streamlined API, will gain immediate access to a catalogue renowned for its fast-paced thrills and unmatched player engagement.
This partnership is a direct reflection of Groove’s strategy to identify and distribute the content that defines the next wave of player preferences.
Rachel Tourgeman, Head of Partnerships at Groove, said: “Our mission is to keep our partners on the cutting edge, and InOut Games represents exactly the kind of innovative talent that moves the needle. This partnership isn’t just about adding games; it’s about injecting our ecosystem with a unique energy that drives retention and revenue.”
Groove’s enterprise-grade platform, equipped with advanced player engagement tools and real-time analytics, ensures that titles from studios like InOut Games achieve maximum visibility and profitability from day one.
“We are confident this partnership will catapult us to an entirely new level of distribution,” said Vladislav Snak, CEO of InOut Games. “Groove’s reach and technological prowess are the perfect accelerants for our growth as we roll out our expanded portfolio.”
Yahale Meltzer, Co-Founder and COO at Groove, added: “The ‘In’ and ‘Out’ of success in this industry is having the right content with the right partners. With InOut Games, we’re not just bringing a studio in; we’re helping to phase out the ordinary. Their bold transition into slots is a game-changer, and through our platform, that change will resonate across the entire operator landscape.”
The post In, Out, Shake It All About: Groove Technologies and InOut Games Partner to Rattle the iGaming Cage appeared first on European Gaming Industry News.
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EvenBet Gaming Presents Spins Poker: A Revolution in Online Poker
EvenBet Gaming, a well-known developer of online gaming software, has announced the launch of its new innovative product – EvenBet Spins. This project promises to completely redefine the perception of poker by combining elements of classic poker games with the dynamics of slot mechanics. Even in the online gambling world, where genuine innovations are rare, EvenBet Spins stands out as a genuine breakthrough poised to attract a broad audience of players.
What is EvenBet Spins?
EvenBet Spins is a unique solution that blends poker mechanics and casino game experience into a single product. Unlike traditional poker, which involves long sessions and deep strategies, Spins Poker offers fast-paced and thrilling rounds that last only a few minutes. It is a perfect choice for players who prefer quick games where the outcome can change in a matter of seconds.
In addition, the inclusion of random win multipliers and hyper-turbo rounds adds an extra layer of excitement reminiscent of slot and jackpot games. This means every round can deliver a surprise, making the gameplay even more engaging. EvenBet Spins opens new horizons for those seeking shorter, more dynamic, and visually exciting poker experiences – without losing the familiar core mechanics of the game.
Integration with Casino and Sportsbook Platforms
Spins Poker offers a streamlined integration process tailored for casino and sportsbook operators seeking to expand their product offerings without the operational complexity of a traditional poker environment. The system integrates seamlessly with existing platforms, enabling operators to introduce poker-style gameplay to audiences accustomed to slots or sports betting, while minimizing the management overhead typically associated with a full poker room.
A simplified product structure eliminates the need for a dedicated poker operations team, extensive onboarding, or continuous oversight. Fraud monitoring and AML workloads remain significantly lower when compared to comprehensive poker solutions. As a result, Spins Poker becomes an accessible addition for operators aiming to diversify engagement tools with minimal resource commitment.
According to Dmitry Starostenkov, CEO of EvenBet Gaming, the concept behind Spins Poker focuses on reducing operational barriers for operators. He highlighted several key advantages:
- Straightforward integration into websites or applications;
- No requirement for an internal poker management team, since the product only needs initial setup with periodic adjustments of buy-ins and multipliers;
- Lower operational effort compared to full-scale poker platforms, which typically demand more preparation, configuration, and ongoing optimization;
- The ability for operators to test poker demand among casino and sportsbook audiences without investing in dedicated staff, lengthy integrations, or extensive marketing campaigns.
In essence, Spins Poker serves as a low-risk, low-maintenance entry point into poker verticals. Its simplified mechanics, flexible configuration, and compatibility with casino and sportsbook platforms make it an efficient tool for testing audience interest and expanding engagement without the commitment required for traditional poker solutions.
Design and Mobile Optimization
Special attention has been given to design and mobile optimization in EvenBet Spins. Considering the growing popularity of mobile gaming, the product was developed with a mobile-first approach to ensure maximum user comfort and convenience. The simple interface, intuitive navigation, and fast loading times make the game accessible to players of all experience levels.
The overall design emphasizes minimalism and functionality, ensuring a smooth and comfortable gaming experience. The product also adheres to the latest UX design trends, making it equally convenient on smartphones, tablets, and desktop devices. The mobile version of the game is ideal for players who enjoy gaming anytime and anywhere, making EvenBet Spins accessible to a wide range of audiences.
How EvenBet Spins is Changing the Online Poker Market
EvenBet Spins is not just another poker format – it’s a true revolution in the world of online gambling. It transforms the perception of online poker from a niche game to a new level, where speed and excitement become central to the gameplay.
This product opens new opportunities for both players and operators. The integration of random multipliers, hyper-turbo rounds, and other innovations within poker mechanics not only makes the game more appealing to newcomers but also introduces new engagement tools for experienced players. EvenBet Spins has the potential to set a new standard in the online poker industry and open up new perspectives for online casinos and sportsbooks.
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TCSJOHNHUXLEY Acquires GPI Dice Business, Becomes Global Dice Industry Leader.
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TCSJOHNHUXLEY, the leading global supplier of world-class casino equipment and services, today announced the strategic acquisition of the dice manufacturing business from Gaming Partners International (GPI).
This landmark acquisition provides TCSJOHNHUXLEY with immediate ownership of GPI’s dice manufacturing capabilities, significantly expanding the company’s production footprint and product portfolio.
With this purchase, TCSJOHNHUXLEY is reinforcing its position as the definitive industry leader. The company will now offer three premier dice brands: TK, Paulson, and TCSJOHNHUXLEY. Crucially, operations will be maintained in both Mexico and Missouri, USA, providing customers with dual supply capabilities for enhanced supply chain resilience and flexibility across all global markets.
This acquisition is a strategic move that enhances TCSJOHNHUXLEY’s core offering, secures its dominance in the dice sector, and ensures the continued delivery of the highest quality and most secure gaming dice to casinos worldwide.
The combined capabilities solidify the company’s commitment to producing the highest standard of precision gaming dice. TCSJOHNHUXLEY’s own “Certified Perfects” Dice are globally acknowledged as the world-wide industry standard for casino gaming dice and are trusted globally for accuracy, quality, and security. Available for Craps, Sic Bo, and Pai Gow, the dice can be specified with razor edge or ball corner profiles, come in various sizes, and are manufactured with dots flush to the surface before being wrapped in the signature gold foil, with options for monogramming or serialization to a casino’s specifications, ensuring complete security.
Tristan Sjoberg, Executive Chairman of TCSJOHNHUXLEY, commented “The acquisition of the GPI dice business is a truly transformative step for TCSJOHNHUXLEY. By immediately securing the renowned TK and Paulson brands, we are fundamentally consolidating our position as the definitive global leader in casino dice manufacturing. Leveraging this increased scale and our dual production capabilities, we can provide customers with unmatched supply security and sustained access to the world’s most precise, trusted, and high-quality gaming dice.”
The post TCSJOHNHUXLEY Acquires GPI Dice Business, Becomes Global Dice Industry Leader. appeared first on European Gaming Industry News.
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