Exclusive Interview with Adrian Bailey, Managing Director, at Pariplay Ltd.
Szaló Réka talked to Adrian Bailey, MD of Pariplay Ltd. Adrian is driven by thrill, excitement and passion and as long as something special is being created along the way he feels content.
We’d first like to ask you to introduce yourself. It’s always nice to hear industry professionals say a few words about themselves for our audience.
Adrian Bailey (AB): I have over 10 years’ experience in the gaming sector. I’ve previously held VP of Marketing and Managing Director positions at two of the world’s largest gaming companies, Caesars Interactive Entertainment and NeoGames. I’ve been instrumental in driving the strategy and growth at both firms, where I created, managed and led multiple marketing and operational teams.
My current role as MD of Pariplay focuses on driving the overall strategy for the development studio and our suite of platforms, as well as positioning the company as a major tech player in the global gaming industry.
Pariplay is a developer of online games and systems for the online casino and iLottery verticals. There are now many game developers out there, so what makes your company unique?
AB: We’re the largest supplier and aggregation platform of games to private lottery operators, and our speed of integration is very rapid due to our lightweight and modern code base integration. Another unique selling point is our innovation in game functionality.
We’re also the first iGaming company to launch an e-commerce solution for the private lottery industry, enabling bulk buying and checkout options on a game level.
2017 has been pretty exciting for Pariplay. You’ve signed strategic partnerships with Playson, Twelve40 and iSoftBet, and partnered with Betsson, 777.be and many more. Would you say that you’ve reached all of your targets for this year?
AB: We’ve still got a lot of goals for 2017 and plenty more to come. We’ve achieved over £1.2 billion in bets and launched with 20 new operators so far, along with adding eight new vendors.
One of our biggest content partnerships this year was with GVC, which we signed back in May. We’ve only just integrated our first batch of games with the operator, spanning a range of GVC online casino brands.
In terms of content, we’ve launched eight new games this year. Looking ahead, we plan to bring to market even more content. Over the course of 2018, we’ve got plans to launch 20 original and branded titles.
We think Jack in the Box is an interesting game to bring to the online gambling industry. How well has it been received, and what was the main motivation behind this particular gamification project?
AB: The response has been impressive so far. It’s been our best launch to date, in terms of new and existing customers.
The main idea behind the game was to give the player a ‘greater sense of winning’, while increasing their sense of anticipation. For example, the ‘Big Wild’ is a very visual feature, which, if hit, has the potential to deliver a large win. We make sure that the player gets the opportunity to feel every feature.
As a closing question, we’d like to ask about your future projects. Could you fill us in on some upcoming launches and potential incoming partnerships?
We have another video slot title in our ongoing content partnership with Atari scheduled to launch early in the new year. The game will be a real nostalgia trip for those who remember the original Atari console games. It will also be packed with fantastic features and graphics for the younger players who don’t recall the arcade originals. Overall, we’re committed to launching one or two new games a month in 2018.
With regards to new partnerships, we pride ourselves on discretion. Basically, watch this space for some very exciting announcements in the not-too-distant future.