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Account management: the evolution of customer service

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A staple of many businesses since time immemorial and a vital cog in the machine for suppliers across the online casino industry – but how has it changed over the years to what we recognise today? How can best practices be evolved further? Kalamba’s Andrew Crosby examines.

Account Management teams – everyone has them, but what does it mean to be an Account Manager within the i-gaming industry? It’s obviously a critical role, but where do you think it sits within an organisation’s hierarchy?

For me, it sits at the top of the tree. The company’s AM team is the conduit of information, commercials, game presentations, promotional buy-in, and fundamentally the business relationship with the customer. Relationships with the customer can last for many years within the iGaming sector so it is a very good idea to retain quality staff who’ve built up these relationships over the years. I’ve seen it many times that where staff have moved on, ultimately the business suffers due to the new relationship that’s put in place. Obviously, this is not always the case but it’s certainly a risk to look out for.

 

Do you think that there is anything within account management in the online casino industry that you think can only be found there?

As the industry has matured the Account Management teams have become more corporate and in line with AM practices across various industries. Earlier there was a large learning curve for everyone in the industry but now there is a more standard practice between operators and suppliers in general I would say. I also think our industry has more entertainment than any other now with the sheer volume of suppliers available compared to 10 years ago but is still a vital part of relationship building within our industry.

 

We all know of the impact that Covid-19 brought to our working lives but many of its changes have been adopted and fostered since lockdowns were lifted – is this a positive evolution?

Working from home and being more flexible with working hours has changed the landscape and allows people a better work-life balance. Customers and suppliers had to adapt to online meetings and convey information differently from the norm of face-to-face meetings, it was difficult but if you were creative some meetings could be very informative as well as entertaining. The 9-5 working hours are now more flexible and I feel suppliers understand that an AM’s job can be over many hours and weekends so the flexibility has been widely received. As an example not having to rush out of the gym to make it to work at 9am, having these work-life balances really help with employee happiness. It’s also been a breath of fresh air getting back to face-to-face meetings, conferences, and work events and in my opinion face- to face meetings have always been the best way of conducting business and building strong long-term relationships.

 

What is expected from an account manager in 2022 that wasn’t a decade ago?

Account Management is driven by relationships over long periods and those relationships stay with that AM during their career. A decade ago there were only a handful of players in the market Playtech, Microgaming, Cryptologic, NetEnt and a few small studios. Now the competition is immense and with that, the competition to get your games prominent on operator sites, on release day and promoted is becoming increasingly more difficult. Account Management has now become one of the key if not the key department in the industry to achieve this now. When I applied for the AM role at NetEnt it was the first vacancy of that type I had seen after living in Malta for two years and at that point, NetEnt had four AMs, two in Malta and two in Sweden – I was handed sixty-five accounts on day one! Now the landscape has changed dramatically, and AMs can move around frequently if they are not suited to the company or are looking for higher salaries. This presents a new challenge in trying to keep valued members of the team. Work-life balance, good relationships with colleagues and always being there to support and mentor the Account Manager’s career will go a long way in retaining valuable staff members.

 

What are your most important messages to any individual or business looking to improve their account handling skillset?

Response times for me are the most important thing, and will always go a long way in relationship building. Being honest with your accounts is key, as is setting realistic targets. Always giving the correct information to your accounts builds confidence and trust in the relationship. With the development of regulated markets and increased competition, it has become incredibly important for AMs to build their knowledge in many different areas. It’s very different now compared to the .com era which now seems so long ago! I still remember negotiating and signing the first regulated market customer for NetEnt, which was also highly likely to be the first one in the industry, while on a train to Salzburg from Vienna. I think that Quickspin Co-Founder, Joachim Timmermans may still remember that one! 🙂

To sum up, being knowledgeable and timely in your responses is key, because of course, things can change at any time but I think that if you strive for these things, ultimately you’ll build successful relationships and a great account management function within any business.

 

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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Former Entain exec Jez White joins BetComply

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BetComply, iGaming’s most trusted technical and regulatory compliance firm, has hired the former Entain executive Jez White in a new role overseeing safer gambling and sustainability.

White joins BetComply as the firm’s first Safer Gambling & Sustainability Specialist, following more than eight years at Entain, where he served as Director of Player Protection Systems and Analytics. His expertise across responsible gaming, risk management, and player protection technology has been instrumental in shaping industry standards.

In his new position, White will design and implement safer gambling strategies, audit existing safer gambling models and design CRM strategies for BetComply clients.

Daniel Brookes, CEO of BetComply said: “We’re thrilled to welcome Jez, who has been at the very cutting edge of regulated online gaming for many years now. Few, if any, can match his level of expertise, and this is a major coup for BetComply and our partners. His insights and experience will be invaluable as we continue to set new benchmarks in compliance and sustainability.”

Jez White, Safer Gambling & Sustainability Specialist at BetComply, added: “I’m incredibly proud of the advancements made in player protection during my eight years at Entain, and I’m now excited to join BetComply. They have very quickly emerged as the leading compliance firm in our industry, and I’ll be contributing to their vision of creating a safer and more sustainable gaming sector.”

While at Entain, White led the implementation of an industry-leading safe gambling strategy that incorporated pattern recognition models and real-time interaction technology.

BetComply has been expanding its senior team over recent weeks. In February, Paola Menchem was brought in to lead its legal and regulatory compliance services.

The post Former Entain exec Jez White joins BetComply appeared first on European Gaming Industry News.

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Darts Player Prakash Jiwa Gets Eight-year Ban for Match Fixing

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Darts player Prakash Jiwa has been banned from all Darts Regulation Authority (DRA) events for eight years after being found guilty of match-fixing and betting on darts.

The UK Gambling Commission’s Sports Betting Intelligence Unit (SBIU) supported the investigation by facilitating information gathered in the course of its enquiries.

Following a hearing before the DRA Disciplinary Committee on 21 January 2025, Jiwa was found guilty of fixing four matches and betting on darts. He was found not guilty of obstructing the enquiry.

The Committee has suspended him from playing in or being involved in any DRA-regulated events until 6 November 2031, provided he pays costs of £17,741.46 in full.

There is no suggestion that the other players in these matches were involved.

John Pierce, Commission Director of Enforcement, said: “All betting customers in Britain should have confidence that bets placed with licensed gambling businesses are on markets that are fair and free from betting-related corruption.

“Our Sports Betting Intelligence Unit works closely with partners such as the Darts Regulation Authority to support sporting integrity investigations and combat match-fixing. This decision sends a clear message that betting-related corruption in sport will not be tolerated.”

The post Darts Player Prakash Jiwa Gets Eight-year Ban for Match Fixing appeared first on European Gaming Industry News.

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HERO ESPORTS Asian Champions League: 6 Spots for Esports World Cup Up for Grabs in Teamfight Tactics Tournament

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The HERO ESPORTS Asian Champions League (ACL), Asia’s premier multi-title esports tournament hosted by Asia’s leading Esports company Hero Esports, has announced that a total of six spots for the Esports World Cup are up for grabs in ACL Teamfight Tactics Tournament. Details regarding the tournament format, schedule and prize pool have also been unveiled.

The ACL Teamfight Tactics Tournament is set to commence on April 15 and will conclude on May 18. The total prize pool for the tournament amounts to $150,000, with six teams earning direct entry to the Esports World Cup.

Unlike previous Teamfight Tactics events, the ACL Teamfight Tactics Tournament features a 4V4 team battle format. This emphasis on teamwork will offer the audience a fresh and engaging viewing experience.

The ACL Teamfight Tactics Tournament is structured into three stages: Regional Qualifiers, Asian Challenge and ACL Grand Finals.

Registration for the tournament will open on March 23 and close on March 31. Teams must register in groups of four players. The Regional Qualifiers will be divided into APAC and CN regions. The eight highest-ranking teams from the APAC region and the seven highest-ranking teams from the CN region will qualify for the Regional Qualifiers. Team rankings are determined by the total points accumulated by the top three players in each team at the registration deadline. These points are calculated based on performance in the TFT Open, Tactician’s Crown and Regional Finals over the latest three seasons.

In the Regional Qualifiers, four teams from each region (APAC and CN region) will advance to the Asian Challenge through online competitions. The APAC Qualifier will take place from April 15 to 18, whereas the CN Qualifier is scheduled from April 24 to 27. Additionally, the top three teams from each region will secure spots in the Esports World Cup, while the fourth and fifth teams from each region will qualify for the Last Chance Qualifier of EWC.

In the Asian Challenge, which will take place from May 8 to 11, a total of eight teams from the Regional Qualifiers will compete for three spots in the Finals.

The post HERO ESPORTS Asian Champions League: 6 Spots for Esports World Cup Up for Grabs in Teamfight Tactics Tournament appeared first on European Gaming Industry News.

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