Romania recently announced a significant overhaul of its online gambling regime with a secondary legislation adopted, the Romanian igaming sector is ready to go by the middle of July.
However, the changes in the law which enabled the online gambling sector to get licensed is received somehow as a treat rather than an opportunity by local bettingshops and casinos. They should understand that by being present online can expand their business nationwide and increase their client base. Every change is a new business plan and the changes in Romanian iGaming sector are fundamental. Gamblers that have been already using the online websites are somehow disappointed because of their accounts being suspended until the operators apply and receive a license in the demographic.
Presence of affiliates
Affiliates are the key factor for spreading the word and marketing your brand. Since 99% of the affiliates based in Romania are fluent in English, some of them have built really popular bilingual websites and offer the gambling crowd exclusive offers and tools. They usually work with well-known and trusted operators. The effort of being loyal has been rewarded by certain operators which translated their websites in Romanian as well. Since the cost of living isn’t that high in Romania, the budget of some affiliates can be well-organized and put to effective use in local advertising. The marketing budget of top ranked affiliate websites can reach up to 10,000 Euros per month and absorb about 70% of the players that are based in the demographic.
This means the affiliate side is doing quite well, we see some large portals dedicated to online gambling such as PariuriX.com, which is probably the largest affiliate website dedicated to gambling in Romania covering sportsbetting, casino, bingo and poker. We can rank Ghidpariuri.org as the second affiliate website in Romania, they also run Sportfogadas.org which is in Hungarian and dedicated to the Hungarian market, taking into consideration that Romania has a 6.5% Hungarian minority.
The 3 major players on the Romanian market
We can consider 3 major players in the demographic which occupy about 90% of the online gambling market in Romania, these are Bet365, Unibet and Sportingbet, sportsbetting being the main market of online gambling activity. Betclic has made a lot of efforts signing their brand ambassadors but the operator can only occupy the fourth position and split the 10% market share with Bet-at-home, Bwin and Betfair.
The online poker market has been booming for quite a long time being shared between Full Tilt Poker and PokerStars, but after the major shutdown at Full Tilt we received a lot of complaints and the brand and the online poker crowd lost their interest and trust.
Potential new entrants considering Romania (operators, affiliates, suppliers etc.)
Romania is a large gambling market which needs to be taken in consideration by operators that are looking to expand in Eastern Europe. With over 65% of its population having access to the internet(estimated 13 million users), not to mention the 4th highest internet download speed in the world, Romania has a lot of potential to host many large operator’s demands and infrastructure. In terms of human resources, some of the key professionals in IT and customer service were born in Romania and would gladly choose to work for a multinational company without having to emigrate to foreign countries.
Our advice is to prospect first and create marketing plans that are based on monthly promotions, focus on teaching the users to trust online gambling and of course its benefits. The second advice is get mobile, there is a high percentage of mobile users, Romania Being one of the largest smart phone consumers in Europe, mostly due to the 4G connection and attractive offers from the key telecommunication company from Europe.
Affiliates that are looking to build a user base in Romania, need to focus on getting the right information that is needed in the demographic. Their current marketing plan needs to focus on getting the operators they are working with to get licensed on the territory of Romania.
Specific local characteristics or requirements that companies considering the country’s iGaming market should be aware of
The already active gambling crowd in Romania is experienced and fraud attempts may arise. Be sure to have an antifraud system, Eastern Europe is all about earnings and the highest rate of bonus hunters are coming from this area.
Secondly, take the land based betting shops and casinos into the highest consideration. They are there for a strong reason. The Romanian market is just starting to get educated in the e-commerce sector, by the means of paying online and using their online available methods. There is a paradox in the banking system, there is a high percentage of bank account and card owners, but the use of them is minimal. However, there is a huge increase in the use of online banking and online purchases using payment cards.
Get local, even if your global. Be sure to sponsor football teams or tennis players , advertise on local televisions and promote offline. Romanians are addicted to advertisement and consume it daily.
Casino Technology announces Valentina Dobre as new Regional Director for Romania
Gaming equipment manufacturer Casino Technology has announced a new appointment for Romania to further strengthen the company’s management.
Following its steady plan for continuous market growth, the company named Valentina Dobre as Regional Director for Romania as of 1st of August 2017.
The company claims with Mrs Dobre’s profound expertise, professional background and in-depth knowledge of the gaming industry in the country, she became part of Casino Technology team, ready to implement the overall corporate strategy.
Valentina Dobre commented: “I am honored to accept this position and be part of the high level management team of Casino Technology. I will pursue actively further company positioning and growth on the Romanian market. Casino Technology has been on the country’s market for over 10 years and proved to be leader, having maintained trusted partnerships with local operators and customers.”
Casino Technology stated that Mrs Dobre’s background as Member of the Board of Directors at Romslot Association, Bucharest will additionally increase the Casino Technology market share.
“Valentina Dobre is an important appointment as she brings extensive knowledge of the market, that will help us boost even more our presence in Romania. She will have a crucial role in our further expansion, launching successfully our new line products on the market”, concluded Milo Borissov, Founder, President and CEO of Casino Technology.
Two major announcements from BEGE Expo and EEGS: Mark your calendars
The Balkan Entertainment & Gaming Expo (BEGE Expo) and the Eastern European Gaming Summit (EEGS) celebrate their 10th anniversary this year. Due to the big interest for both events the organizers made two major announcements – BEGE will outspread in one more hall and EEGS will start one day earlier than the announced date.
Over 50 leading companies from the industry have already confirmed their presence for BEGE Expo 2017. Well-known leading manufacturers, amongst them being Novomatic, Casino Technology, EGT, Suzohapp, BetConstruct, Interblock, Merkur Gaming, APEX, Alfastreet Trade, Nsoft, JPL and CPI, as well as new participants, such as the leading sports betting company Bet3000 (IBA-Entertainment Ltd.), EXEFEED, Quixant, Zitro, Change Italia s.r.l., Gamebridge Casino Equipment, JCM Europe GmbH, nano Vo sp. Z o.o., Berkotech Kft. and others will exhibit their latest solutions at this year’s BEGE. The great interest for the event forced the opening of new hall, thus making the 10th edition of BEGE Expo the biggest so far.
The registration is already open so you wouldn’t want to miss the chance to register.
Another newness that BEGE Expo 2017 will present is the special Affiliate zone. Following the expansion of the online business in the region, this year the exhibiton will create space for online operators and affiliates from the region to interact and create business partnerships. Affiliate program providers will be able to book their own space in the zone and all affiliates will be admitted for free.
EEGS also promises to reach new heights this year. Reschedule your calendars, because EEGS 2017 will start on 20th of November – one day earlier than intended. This year’s EEGS will continue to follow its main aim – to present the most recent updates from the region, including the countries Serbia, Romania, Greece, Bulgaria, Albania, Slovenia, Montenegro, F.Y.R of Macedonia, the Czech Republic, Slovakia, Poland, Turkey and Croatia.
Separate sessions will be dedicated to Sport Challenges, Impact on gaming operators by Anti-Money Laundering Act, GDPR and online gaming. Day 3 will be focused on Tourism & Gaming, Responsible Gaming Academy and marketing topics.
BEGE Expo and EEGS have gradually established as a center for the gaming and entertainment industry in Eastern Europe and for 10th year in a row will be the place where professionals from the field come in order to expand their business, exchange knowledge and promote new products. For any updates you may follow the official websites of the events: eegamingsummit.com and balkangamingexpo.com
Habanero signs an outstanding deal with BBIN
Under the agreement, the supplier will give the software company access to its complete product portfolio of HTML5 games for all of its white label sites.
Recent releases from Habanero, including Fire Rooster, Bird of Thunder, and Panda Panda, have also been made available to the aggregator.
Daniel Long, Head of Sales at Habanero, said the deal was a game-changer for the supplier and one of the company’s most important to date.
He added: “By partnering with BBIN, we have significantly expanded our presence around the world, which means even more players will be able to enjoy our games.
“Many of them will be a natural fit with BBIN’s customers, but it is the diversity and variety of content that will appeal the most.”
Habanero operates a stable of 75 video slots titles, 9 table games, and 50 video poker titles, which are integrated into over 45 operators and aggregators and available in 21 European and Asian languages.
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