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Exclusive CEE interview with Evoplay Entertainment

Published

4 years ago

February 17, 2021

George Miller

Exclusive CEE interview with Evoplay Entertainment

Reading Time: 5 minutes

With the CEE region no doubt set to be one of Europe’s biggest growth stories this year, we caught up with Evoplay Entertainment’s CBDO, Vladimir Malakchi, to talk through the region’s demographics, opportunities and hottest markets through 2021 and beyond.

The CEE region has become an increasingly important factor for growth on the continent, which markets do you see being the main drivers?

It’s all about the big-hitters that have an established framework in place, whether that be Bulgaria, Romania, Lithuania, Croatia or any of the other regulated markets. What we’ve seen in the last few years has been exponential in terms of growth, and that’s undoubtedly a good thing. Solid, concise frameworks that allow a safe and level playing field for both player and operator has created a wide berth of entry for multiple international brands across the region. Given the windfall on revenue for governments, rather than seeing GGR go offshore, will undoubtedly prove to be a good thing for local economies, and has already proven to be a significant contributor to national budgets.

In hand with that development comes a surge in the quality of gaming available – as well as a more advanced menu of entertainment experiences – whether that be table games, instant games or slots. I’m fully confident that the advantages of a safe, regulated market will continue to be felt by countries that have established a steady GGR growth rate and a favourable environment for doing business.

In general, how would you define the typical CEE player’s profile towards slots, instant and table games? What kind of entertainment are players looking for?

The typical CEE player mainly shares characteristics with those you’d find elsewhere in Europe. Having said that, the transition to online has indeed come later than in the West, so it is inevitable that we see games that have a lot in common with the land-base sector to appeal to players. We’re also seeing plenty of interest in instant games (especially when it comes to our stable of titles), which I believe to be a massive growth area. Why? The clue’s in the name – they give players a chance to enjoy instant entertainment, lighting-fast game rounds and a quickfire result.

Are there any particular territories that stand out for you as having a unique player demographic?

While we’re certainly not a brand that believes in a ‘one size fits all’ approach when it comes to global delivery, from personal experience I can say that the extent that one sees unique player demographics vary from country to country is relatively minimal. A greater factor that shapes delivery of product, and in effect defining the demographics of the players you deliver to in each market – is the infrastructure and accessibility. For example, with rural or highland areas, slower internet speeds are inevitable and therefore require more adaptable content that can either be leveraged via game engines to enhance the download speed, or alternatively through the application of light technical requirements for the game itself.

Having said that, CEE is digitising at an impressively fast pace. Heavy investment in high-speed broadband coverage can be observed throughout Europe, with 86% of the Czech Republic’s rural locations now connected to the internet, for instance, while Romania (as I’m sure any citizen there will be fast to tell you), has one of the fastest internet speeds in the world!

How should operators in the region be looking to tailor / customise their content to further drive retention and engagement?

There’s really no substitute for analysing the market in depth. That means closely studying the preferences of local players and the state-of-play for any potential competitors. Operators who get that process right can adapt their offering accordingly, thus driving revenue in the long-term.

We know that while session durations are relatively consistent across Europe, the average stake value is not. This is especially the case in the CEE region, where arguably the economic fallout from COVID-19 can be felt harder than most, which requires a gaming experience that can provide extended entertainment without draining player’s bank balances in minutes. This is especially the case for what is a hugely tech-savvy demographic – who are far more discerning than many outsiders would assume – and therefore require a solid product with the maths to back it up. Success here is all about authenticity, and players will recognise a lack of it from a mile off.

Gamification’s going to be a hot topic in the months ahead given the need for entertainment – as a market expert, what types of features do you believe will be key in 2021?

Tournaments are very strong right now – and formats that allow players to compete against each other in real time are going to be a mainstay in gaming development this year. I see this as being indicative that providing players with an additional sense of competition, such as pitting players against players through formats like multiplayer gameplay, is a whole new level of gamification in itself that can do wonders for making your products more interesting for your audience locked down at home.

I’m particularly excited about what multiplayer can offer, and we’re taking this area very seriously. They’re going to be a serious asset when it comes to providing an additional dimension of gameplay. Combine that with faster rounds with instant games (which are very hot right now), as well as the opportunity for more varied stakes – and you have a lightning-fast experience that can create a hugely exciting betting environment and really drive engagement and retention.

Ukraine of course is going to be very closely watched – how would you rate the regulation process so far and do you believe we’re on track to go live by mid-next year?

We’ve seen good progress in Ukraine since July last year when online gambling was officially made legal – and the government has been working hard to get a regulatory framework in place, with a commission already formed to monitor the issuing of licenses to casino operators.

It is also expected that the number of licences that the authorities choose to grant will be limited – this, just like we’ve recently seen in Argentina, means that we have a queue of foreign operators waiting for certification, and I predict will start seeing the results show in around six months. I look forward to contributing towards the creation of a safe and regulated gaming environment for all, as well as seeing the benefits that gaming revenue will bring to our national economy – just as it has for other regulated CEE territories. The future is certainly looking bright!

And last but not least, are there any leading figures or businesses you can recommend to our readers for 2021 inspiration?

The biggest source of inspiration to me personally continues to be the fantastic team of staff we’ve got right here at Evoplay Entertainment. The tremendous success we’ve enjoyed as a company drives me to strive for more, and I genuinely believe that when we work together as a company, there is almost nothing we can’t achieve.

Don’t be afraid to take inspiration from your own accomplishments, no matter how large or small. It’s a reminder that your greatest days lie ahead – something that’s particularly important to remember in the current circumstances!

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Betway become Official Betting Partner of the Alpine Hexagon Cup

Published

8 hours ago

January 14, 2025

George Miller

Reading Time: 2 minutes

Betway, a leading global online betting and gaming brand, has announced today a new agreement to become the Official Betting Partner of the current edition of the Alpine Hexagon Cup 2025.

The tournament will take place from January 29 to February 2 at the Madrid Arena, with a capacity for 12,000 people, and will be broadcast in Spain through the streaming platform DAZN and RTVE.

The competition, now in its second edition, will feature eight teams led by celebrities such as Eva Longoria, Andy Murray, the Rafa Nadal Academy, Robert Lewandowski, as well as this year’s new additions Sergio ‘Kun’ Agüero and Formula 1 driver Pierre Gasly. The tournament will also include players Arturo Coello and Agustin Tapia, the number one male pairing in the ranking, as well as Ariana Sánchez and Paula Josemaría, who also hold the top spot in the women’s ranking.

Maria Meseguer, General Manager of Betway Spain, commented: “We are very excited to announce our sponsorship of the Hexagon Cup and to add padel, the fastest growing sport in the world, to our sponsorship plan.”

“With padel increasing in popularity worldwide, especially in Spain, we are happy to be part of the continuous growth of this sport through our partnership with the Hexagon Cup.”

Astrid Thams, Commercial Managing Director of the Hexagon Cup, expressed: “We are undoubtedly very pleased to announce this sponsorship agreement with Betway. It is further evidence of the tournament’s growth. Padel is increasingly a valuable asset and, in this case, they are a reference in the sector. Hopefully, it will be a partnership that allows the event to continue developing at a great pace.”

Betway is a proud sponsor of numerous international sports events held in Spain, and has a prominent global sponsorship portfolio that extends to football, cricket, and tennis. It will continue to promote responsible gambling to ensure that all its customers bet in a fair, safe, and protected environment.

The post Betway become Official Betting Partner of the Alpine Hexagon Cup appeared first on European Gaming Industry News.

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SG:certified extends BetComply partnership into new markets

Published

8 hours ago

January 14, 2025

George Miller

Reading Time: < 1 minute

SG:certified, the leading centralised regulatory platform for the gambling industry, has extended its partnership with BetComply to bring ComplyCheck into new markets, including Malta, Curaçao, Ontario and Estonia.

SG:certified first partnered with BetComply last year, to power ComplyCheck, a new self-assessment / audit hybrid tool created to help licence holders navigate regulatory requirements.

The tool is currently available in the Netherlands and the UK, with SG:certified and BetComply committed to bringing it to additional markets over the coming months.

Eric Hollreiser, Advisor at SG:certified, said: “The combination of the SG:certified platform with BetComply’s regulatory expertise is a gamechanger for operators. Demand for the product continues to grow, and this extension to our partnership with BetComply will enable us to deliver it in even more markets.”

Mike de Graaff, Chief Compliance Officer at BetComply, said: “Since we first partnered with SG:certified last year, we’ve had great success helping operators simplify and strengthen their compliance processes with ComplyCheck. Expanding it into new markets is a natural next step, and we couldn’t have a better partner than SG:certified to help us do just that.”

ComplyCheck combines unparalleled regulatory know-how from the BetComply team with SG:certified’s centralised regulatory platform to empower operators to navigate compliance in regulated markets and manage their licensing requirements with greater efficiency.

SG:certified and BetComply, both recently nominated for the prestigious European Compliance Technology Supplier award at the EGR Europe Awards 2025, will be showcasing their industry-leading ComplyCheck solution at ICE Barcelona on 20-22 January, 2025. Additionally, attendees can join their experts at SG:certified’s webinar on 15 January at 10:00am GMT, where industry leaders will preview innovations shaping a sustainable gambling future—register here.

The post SG:certified extends BetComply partnership into new markets appeared first on European Gaming Industry News.

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Clemence Dujardin, MyAffiliates Group CEO, to speak at iGB Affiliate, Barcelona to highlight the Importance of Transparency

Published

8 hours ago

January 14, 2025

George Miller

Reading Time: 3 minutes

MyAffiliates, the leading* iGaming affiliate tracking software platform, announces that their Group CEO, Clemence Dujardin, will be a key speaker at the forthcoming iGB Affiliate 2025, Barcelona this month – sharing insightful words on the critical role of transparency between affiliates and operators, as part of a highly coveted inspirational panel.

Following over 13 highly successful years at MyAffiliates, Clemence Dujardin is highly regarded in the iGaming industry – and in 2023 was unveiled by iGB as one of the top 10 most influential women in the iGaming industry. Her formidable career has covered a number of industry sectors, including affiliate management and affiliate software technology companies before joining MyAffiliates, based in Malta, in 2012.

Other significant accolades include Malta’s Best Gaming Woman Leader of the Year in 2018 and 2019 and CEO Woman Of The Year at SiGMA in 2021.

Her panel speaker slot at the iGB Affiliate, Barcelona will take place at 15:15-16:00 on Wednesday 22nd January 2025 and is titled: ‘Trust and Transparency: What Does a Win-Win Affiliate Data Share Look Like?’

In iGaming, transparency can make or break partnerships; however, many affiliate relationships still lack transparency, leading to friction and mistrust. Sharing data and providing access to analytics is key, as it gives affiliates detailed insights into traffic sources, player behaviour, and campaign outcomes.

iGB Affiliate, Barcelona – part of the global gaming exhibition at Fira Barcelona Gran Via – takes place from 20-23 January 2025 and brings together over 8000 iGaming affiliates and operators, providing the ideal landscape for networking with industry leaders and peers. And, with over 200 exhibitors, it is a truly inspirational exhibition showcasing the latest products and services across the industry. Delegates can meet Clemence and learn more from her team on stand A60.

Other news from MyAffiliates includes the launch of a new, groundbreaking AI affiliate assistant – Boostbox by MyAffiliates. This revolutionary AI tool will help affiliates access brand data in a split of a second, giving them real time access on new promotions, bonus requirements, T&C updates and more. Boostbox by MyAffiliates generates unique content tailored to each brand and affiliate, helping affiliates save resources on research and content creation, allowing them to be reallocated to other tasks.

The team will also anticipate the results of the International Gaming Awards – following the MyAffiliates nomination in the highly competitive ‘Customer Service Company of the Year’ (Supplier) category.

Clemence Dujardin, Group CEO at MyAffiliates, comments, ”As the gaming industry continues to grow, 2024 has been an exceptionally strong year for us here at MyAffiliates. We’re excited to be visiting iGB Affiliate once again and provide delegates with the opportunity to trial our programmes first hand. Speaking alongside such strong thought-leaders will be inspirational and I look forward to learning from their insights on the panel. It should make for a great discussion.”

She continues, “As we continue to expand into new markets, whilst fostering our established partnerships with over 300 operators- and launching new features like our cutting edge BoostBox – we know 2025 is going to be huge. What better way to kick things off than at iGB Affiliate. We can’t wait. Put the date in your diary and we look forward to seeing you there.”

MyAffiliates has long been a powerhouse in affiliate marketing software, empowering iGaming operators to bring all their brands and products together under one seamless affiliate system. Since its launch in 2007, MyAffiliates has set the standard in the industry, becoming the go-to platform for iGaming operators.

For further information and details on BoostBox by MyAffiliates integration, set up a meeting with the team: calendly.com/milan-myaffiliates/igb-barcelona-2025?month=2025-01&date=2025-01-20 Or visit myaffiliates.com

*StatsDrone recognised MyAffiliates in April 2024 as the most-used affiliate marketing software in the gaming industry—solidifying its role as a trusted leader and innovator.

The post Clemence Dujardin, MyAffiliates Group CEO, to speak at iGB Affiliate, Barcelona to highlight the Importance of Transparency appeared first on European Gaming Industry News.