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Exclusive Q&A with Hampus Eriksson, Chief Product Officer/PressEnter Group

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Operators understand the need to offer more than just a wide selection of slots and generous bonuses in order to deliver a player experience that blows their rivals out of the water. But what are players really looking for, and what are operators doing to ensure they not only meet but exceed these expectations?

Hampus Eriksson, Chief Product Officer at PressEnter Group, says that ultimately it is about putting the player first and that is exactly what the operator is doing to drive brand awareness and strengthen loyalty and retention across its portfolio of brands. But just how far beyond gambling do casinos need to go and are players still ultimately motivated by the slots and table games stocked in the casino lobby?

We put this question – and more – to Eriksson below:

 

To deliver the best player experience, is it right to say that casinos must now go beyond just gambling in the proposition they offer? Why? 

While I don’t fully agree with that statement, there is certainly a growing demographic and type of player that is looking for additional entertainment elements in their online gameplay. This includes enjoying “on top of content” gamification features or seeking more social elements embedded into the overall experience. However, a large group of players still play for the entertainment and thrill that core products such as slots, table games and live dealer already provide.

 

What areas of the casino does this impact – bonusing, payments, loyalty? Can you give examples of how? 

It comes down to getting the basics right. We know that our players are looking for entertainment and we know we have the games they enjoy. Our core focus has always been people/players first, from our corporate culture to our consumer brands. So we focus on simplifying the player experience and journey we provide. This means a simple registration process, seamless cashier experience and relevant bonusing where appropriate. The core product is always central and we want our players to never be more than one click away from that regardless of where they are on our sites and applications. This player-first approach is what separates us from our competitors.

 

What is PressEnter doing to provide this experience to its players? What challenges have you faced and how have they been overcome? 

We all experience world-leading digital products and smart solutions everyday, be they within the gambling space or outside of it in our day-to-day lives. We take these learnings from outside of our industry and try to implement them within our products to simplify and improve the experience for our users.

In regards to “on top of content” experiences, the major challenge for many is that they end up over-engineering these solutions and the product becomes unnecessarily complicated. Instead, we introduce elements that the team have enjoyed during internal testing so they are proven to some extent.

Our very popular “Ultra Charge” feature at UltraCasino – which awards personalised bonuses each day – or our “Most Wanted Challenge” at RapidCasino are both good examples of very straight forward and easy to understand features that add that little extra element of competition or challenge for our users.

 

What are the upsides to offering a casino experience that goes beyond gambling? Does it lead to higher levels of engagement/loyalty? Why? 

We absolutely see higher levels of engagement. However, whilst many players actively seek these added elements to their entertainment, there are just as many who simply appreciate it as an added value to their gambling session. Moreover, it comes down to the fact that an overall positive experience translates into loyalty. We have found that offering simple-to-understand bonus elements boosts the great engagement and loyalty we already see from our players.

 

How do you make sure you understand your customer and what they are looking for in an online casino experience? 

At PressEnter we have a great deal of experience and knowledge within the organisation, and this makes it easy for us to relate to our users. We don’t need to over-complicate and wait for too many A, B and C tests to come back with enough data to tell us what we already know. We know what we like ourselves and we are not afraid to try things out. If it gets good traction with our users, we continue to invest and further develop that feature. If not, we trash it and try something else that we think our players will enjoy.

 

How do you see customer expectations changing over the coming months and years? Will gambling become secondary to other aspects of playing online casino? 

The spectrum of player preferences is constantly widening and for some segments, this takes quite a deep dive in terms of expectations. Casinos that choose to specialise in these new, speciality preferences will probably attract the majority of users from that specific group of players to their sites. However, looking at the core and majority of users, I think the added and surrounding elements –  be it gamification or social gaming aspects –  will remain complementary and the gambling element will continue to be the core entertainment experience for most.

 

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Infingame appoints Ernest Lewicki as new Head of Sales to spearhead global expansion

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Infingame, a fast-growing iGaming aggregator, has announced the appointment of Ernest Lewicki as Head of Sales in a significant step to support the company’s global expansion strategy.

Lewicki arrives at Infingame with significant sales leadership and business development experience within the iGaming and Adtech industries, previously heading roles at BETEGY and DATA.BET.

In his new role, Lewicki will be responsible for developing Infingame’s strategic sales plans and expanding the company’s global client base.

His focus will be on leveraging Infingame’s robust product offering to meet the evolving needs of operators and game studios, as well as fostering partnerships that advance the company’s mission to deliver exceptional value and customer service.

Operating within the iGaming space since 2015, Infingame and its content aggregation platform boasts over 12,000 games including slots, live casino games and crash games from renowned industry providers via a single API integration.

Securing Lewicki’s signature underlines Infingame’s intent of becoming a leading aggregator, as the company continues its rapid expansion which has already seen it establish strong presence across Latin America and Europe, with plans to enter Africa upon the horizon.

Ernest Lewicki, Head of Sales at Infingame, said: “I am excited to step into the role of Head of Sales at Infingame. In particular, I am looking forward to leveraging my experience to further strengthen our market position and build lasting relationships with our partners.

“Our goal is to set new standards in the iGaming industry through continuous innovation and client-focused solutions.”

The post Infingame appoints Ernest Lewicki as new Head of Sales to spearhead global expansion appeared first on European Gaming Industry News.

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Registrations up 100% as iGB L!VE consolidates its position as igaming’s fastest growing expo

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The number of industry professionals registering to attend July’s edition of iGB L!VE, the last to be held in Amsterdam prior to its 2025 relocation to London, is more than double that achieved at the same stage of last year’s record-breaking campaign. 

According to the latest data released by Clarion Gaming over 2,000 applications have been received as of 10 May, a figure which underlines iGB L!VE’s status as the global business event which connects the leading igaming affiliates, operators, tech vendors, game providers and suppliers.

Confirming the unprecedented response Portfolio Director Naomi Barton said: “iGB L!VE is already the industry’s fastest growing business event and to be so far ahead of last year’s campaign which culminated in a record unique attendance of 7,299 (+44% y-o-y)  and 14,500 on-site visits is of course massively encouraging.

“There are unparalleled business growth opportunities awaiting iGB L!VE attendees with the show providing free access to in excess of 300 exhibitors and sponsors occupying 21,000+ square metres of gross space, a figure which is  35% higher than in 2023.

She added: “Each metric that we reference is in positive territory and I am confident that everything is in place for the anticipated 9,000+ iGB L!VE attendees to celebrate the fantastic times enjoyed by everyone in Amsterdam and to look forward to the next exciting chapter opening in London, which of course is the home of igaming.”

The post Registrations up 100% as iGB L!VE consolidates its position as igaming’s fastest growing expo appeared first on European Gaming Industry News.

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Imagine Live Appoints Chief Commercial Officer

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Imagine Live expands its senior leadership team with the appointment of Barry Mahon as CCO.

Imagine Live, the live casino studio provider, today announced that it has expanded its senior leadership team with the immediate appointment of Barry Mahon as Chief Commercial Officer.

In this role, Barry will be responsible for development, business relationships, and revenue management, driving the commercial strategy and contributing to the continued growth of Imagine Live.

Barry has held senior leadership positions in commercial and operational roles in both the land-based casino industry and online. With over 30 years of experience, Barry has worked for operators and platform providers and brings a unique blend of passion, dedication, and vision to Imagine Live. His extensive knowledge of live-streaming casino products is an asset that will help drive Imagine Live’s further growth.

Barry Mahon, CCO, shares his excitement: “Imagine Live, a company that truly values its customers and places them at the heart of its operations, has proven itself to be a customer-centric focused provider in its operational studios and product and game development. This unwavering commitment to our customers will continue to guide our strategies and decisions.

I join Imagine Live at an exciting time in the scale-up and expansion of the business. We are not only opening more live dealer studios but also introducing innovative new live game formats such as Robin The Fair and Dynamite Roulette to service the growing demand across regulated markets in Europe and further afield. Our continued focus shall be to deliver a premium live gaming experiences with high player engagement and revenue growth, including key account management and partner relationship development.”

The post Imagine Live Appoints Chief Commercial Officer appeared first on European Gaming Industry News.

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