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Exclusive interview w/ Henry McLean, Co-founder, Commercial & Marketing Director 4ThePlayer about First Look Games



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What challenges has 4ThePlayer faced when it comes to game promotion?

For us, promotion is not really a challenge, but we have to make sure any promotion has the maximum impact. We are a boutique slot house, not a factory, so we have more invested in every game and we want to ensure that each game hits its maximum potential.

We don’t just release games and hope they’re successful: we want to create a story. We have a multi-pronged strategy to drive the success of every game we make. First Look Games is part of that strategy!

What made you decide to use First Look Games to help with this?

First Look Games gives us more extensive reach with affiliates. We have direct relationships with a lot of affiliates, but it’s impossible to have close relationships with all of them.

Likewise, First Look Games is always onboarding new affiliates, which saves us a lot of time and gives us an ‘affiliate tail’ that we would otherwise probably not reach.

When we do a premium release, it’s always great to see new affiliates – even those we didn’t already know – pop up and write about our games.

First Look Games are always innovating on their platform and adding new features. For example, they created the UKGC-compliant free demo tool as a response to regulatory changes.

That is exactly why we have renewed First Look Games for 2023: we almost see it as an additional person on our marketing team!

How has First Look Games helped you drive awareness of your games/studio?

In such a crowded market place, it’s essential to be noticed – and to be noticed for the right reasons! 4ThePlayer has the reasons to be noticed, but First Look Games helps us drive more awareness of those reasons.

For example, our next premium game release, 3 Lucky Leprechauns, has a clear message: that the game was made to be super active with a very frequent bonus and a realistic max win of 5,000X that pays out regularly. With First Look Games, we can drive this message to affiliates and properly target the main market for the game (in this case, the UK).

Just how effective are affiliates at this?

Affiliates are a key part of our promotional strategy and of the multi-prong approach I mentioned earlier.

In a similar manner to how the film industry heavily uses reviewers to drive demand and create a story about each film release, we drive demand and interest in our games. Affiliates are one of the effective ways we can do this.

Has it helped drive awareness among operators as well as players? How?

It is all part of the marketing mix. The more awareness of a game, the better – although affiliates are more about targeting players directly than targeting operators for us.

That said, if you made a Venn diagram of slot fans versus operators, you’d see that a lot of operators are themselves players – so with affiliates you can still target them, but in a different way!

Anything else to add?

It’s been great speaking with you about First Look Games! If anyone would like to hear more about us and what is coming, be sure to check our social media (Twitter / LinkedIn)


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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Latest News

TVBET enters distribution agreement with Golden Matrix Group



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The live games provider TVBET has signed a partnership with Golden Matrix Group, a deal which sees the company incorporate the provider’s top-notch live games into its offering.

TVBET is a provider which offers easy and smooth API integration of TV games based on odds. Its games are a perfect product for casinos and bookmakers, both online and offline. TVBET games are well-known card games and lotteries adapted for online streaming format. Since its launch in 2016, TVBET’s major idea has been to create and then maintain top-shelf and up-to-date content for partners that will literally «glue» any player to their computer’s, tv’s, or smartphone’s screen.

The partnership with Golden Matrix Group strengthens TVBET’s position in the igaming arena and delivers its content even wider.

Golden Matrix Group is an established gaming technology company that develops and owns online gaming IP and builds configurable and scalable white-label social gaming platforms for its international customers. The gaming IP includes tools for marketing, acquisition, retention, and monetization of users. The provided platform is unparalleled in both mobile and desktop website deployment, proving compatible throughout all major operating systems and web browsers.

Utku Sarper, TVBET Sales Lead, states: “We are entering a new win-win deal with a strong igaming representative — Golden Matrix Group. It is proud to welcome the B2B company among our partners, and we are sure the synergy of our companies will bring us mutually beneficial results!

TVBET will enhance Golden Matrix Group’s content offering, and for us, this deal will bring new growth opportunities in the market.”

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Hacksaw Gaming Signs Content Agreement with Sisal



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Leading iGaming studio Hacksaw Gaming has entered into a partnership with Italian-facing online casino operator Sisal.

Under the terms of the deal, Sisal players will gain access to a selection of popular Hacksaw Gaming titles, beginning with March 2020 release Cubes. Cubes was Hacksaw Gaming’s first 3D-styled release, proving so popular it went on to spawn a sequel with Cubes 2 arriving in February 2021.

Several Hacksaw Gaming games are scheduled to follow over the proceeding weeks, including slot favourites Hand of Anubis, Hop’n’Pop, and Aztec Twist, plus instant win games Mines and Coins, which recently turned one year old. Designed to reinvent non-traditional gaming, the Dare2Win series puts a modern twist on beloved arcade games and offers alternative casino entertainment for players everywhere.

Hacksaw Gaming’s latest partner, Flutter-owned Sisal, is a leading force in Italy with a number of product verticals among its portfolio. In addition to online slots, Sisal players can wager on sports, poker, and lottery games. Sisal’s wide range of lottery titles includes SiVinceTutto, Vinci per la vita – Win for Life, Eurojackpot, VinciCasa, and SuperEnalotto – Italy’s leading lottery title offered exclusively by Sisal since 1997.

Today’s news represents another step forward for Hacksaw Gaming as part of an ongoing strategy to bolster its footing in regulated markets.

Remarking on the partnership, Gabrielle Star, Hacksaw Gaming’s CCO, said: “Hacksaw Gaming goes from strength to strength in Italy following our market entry earlier this year.

“This deal represents a signal of our intentions as we continue to broaden our horizons in regulated markets. Sisal is a household name in Italy, and we’re delighted its players can finally get a taste of our award-winning games.”

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EvenBet Gaming publishes e-book that addresses poker launch challenges



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Downloadable guide includes insightful solutions to help operators

Leading online gaming software developer, EvenBet Gaming, has released its latest e-book that is designed to support operators when launching an online and mobile poker offering in today’s marketplace.

The e-book titled 10 main mistakes to avoid before launching an online poker room” leans on the company’s 15+ years’ experience of launching new poker projects. It guides operators through best practices to efficiently deploy a poker business that delivers strong engagement, revenues and profits from the start.

This useful guide provides operators with a wide range of solutions to the main issues they face when setting up a digital poker offering, including:

  • Choosing the right business model
  • Understanding compliance and regulatory demands
  • Creating a sufficient team capable of managing poker rooms and their players
  • Structuring an effective promotional campaign

Intended to support businesses across the globe, in particular countries within the LatAm region, EvenBet anticipates high demand for the e-book that is available in both English and Spanish, as more operators look to establish online and mobile poker offerings.

Dmitry Starostenkov, CEO at EvenBet Gaming, said: “There’s currently very little guidance for operators which are at the beginning of the journey into launching a poker business. It’s a complex operation to rollout, particularly with limited experience in this vertical, and quite often we see the same common mistakes that lead to an inferior final product.

“Given our superior experience within the poker industry, we decided to develop this e-book and help those operators that would benefit from our insight. We made a conscious effort to make the guide as simple as possible to understand, ensuring it leads to more efficient new poker rooms being launched worldwide.”

To download a free copy of EvenBet Gaming’s latest e-book, please click here.

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