With the Brexit referendum creating more uncertainty about global economic growth, and following on from an already sluggish global economic recovery since 2008, more and more consumers are likely to turn to lottery products in the hope of improving their current financial situation. This, combined with the fact that the lottery market is already a reported $218billion industry, could create some massive opportunities. Without a dominant supplier in the market, it could be ripe for disruptive new products. Richard Clarke, Chief Product Officer of Link2Win, explains.
The dream of hitting the jackpot has a powerful, universal, appeal which crosses national and cultural boundaries. Almost everyone has numbers that hold a personal significance, or which are associated with good fortune, and this is one of the main drivers behind the popularity of lottery products. Factors which create uncertainty about future economic prosperity cross boundaries too – so the fallout from Brexit, and the desire to improve one’s financial position, are likely to add further driving forces behind the appeal of lottery products.
Part of the continued expansion of the lottery market is, of course, similar to any other leisure betting product, and is fuelled further by the continuing rise of mobile and digital products. The accessibility to now play your favourite numbers or scratch cards on your smartphone device is a huge market driver. Many within the lottery industry believe that over 50% of all games played online will be via mobile devices within the next two years. Sure, there are challenges for lottery marketers. As a business, it is still entrenched in retail sales and distribution channels. Lottery needs to reduce the barriers to digital play and player verification, develop a better understanding of player data for segmentation using lifecycle remarketing and, of course, figure out how to navigate restrictions in the various app stores and on social media platforms such as Facebook.
Therein lies the opportunity
The perfect storm components of disruption and innovation are aligning. The iGaming industry and its ecosystem are ideally placed to drive this transformation within the lottery market. Why? The iGaming sector has overcome many of the challenges associated with a business that was grounded in the retail distribution of real-money gambling products. It has dealt with regulated market requirements in the supply chain regarding compliance, both technically relating to the platform and corporate social responsibility, and player protection. Furthermore, as an industry it has over 16 years of operating omni-channel leisure and betting content to create accessibility, anytime and anywhere. If a player wants to play on-demand or a scheduled event, they can use their device or visit a land-based establishment.
Innovative new lottery products can allow existing iGaming operators the ability to further complement their marketing acquisition strategies by adding new and accessible life-changing games to target this growing, and largely untapped, player market segment.
Richard Clarke is Chief Operating Officer of Link2Win. His career in the gaming sector includes delivering successful products and gaming operations around the globe for bookmakers such as Ladbrokes and GalaCoral, and in the B2B sector with Iforium and Vermantia. Link2Win is part of the LMS Patents Group, which has the vision of expanding gaming through transforming new innovations into entertaining gaming experiences. LMS runs two brands: Link2Win a new number orientated game system using unique and engaging game plays involving links, where winning steps are transparent and easily understood, and Supervivo another new numbers based system that enables transparent and clear ranking of each and every entry to identify a sole winner for applications of lottery games and virtual racing and virtual sports competition events. Follow the Link2Win LinkedIn page to find out more and keep up to date with the latest news and developments from Link2Win.
For further enquiries, please contact MM&C by calling 01624 678001 or emailing:
• Mark McGuinness – [email protected]
• Stephanie Haslett – [email protected]
• Richard Allen – [email protected]
• Rebecca Sayle – [email protected]
• Link2Win is a privately owned company based in the Isle of Man and is part of the LMS Patents Group.
• LMS Patents Group has the vision of expanding gaming through transforming new innovations into entertaining gaming experiences.
• LMS runs two brands, Link2Win and Supervivo:
o Link2Win is a new number orientated game system using unique and engaging game plays involving links, where winning steps are transparent and easily understood.
o Supervivo is another new numbers based system that enables transparent and clear ranking of each and every entry to identify a sole winner for applications of lottery games and virtual racing and virtual sports competition events.
Casino Technology announces Valentina Dobre as new Regional Director for Romania
Gaming equipment manufacturer Casino Technology has announced a new appointment for Romania to further strengthen the company’s management.
Following its steady plan for continuous market growth, the company named Valentina Dobre as Regional Director for Romania as of 1st of August 2017.
The company claims with Mrs Dobre’s profound expertise, professional background and in-depth knowledge of the gaming industry in the country, she became part of Casino Technology team, ready to implement the overall corporate strategy.
Valentina Dobre commented: “I am honored to accept this position and be part of the high level management team of Casino Technology. I will pursue actively further company positioning and growth on the Romanian market. Casino Technology has been on the country’s market for over 10 years and proved to be leader, having maintained trusted partnerships with local operators and customers.”
Casino Technology stated that Mrs Dobre’s background as Member of the Board of Directors at Romslot Association, Bucharest will additionally increase the Casino Technology market share.
“Valentina Dobre is an important appointment as she brings extensive knowledge of the market, that will help us boost even more our presence in Romania. She will have a crucial role in our further expansion, launching successfully our new line products on the market”, concluded Milo Borissov, Founder, President and CEO of Casino Technology.
Two major announcements from BEGE Expo and EEGS: Mark your calendars
The Balkan Entertainment & Gaming Expo (BEGE Expo) and the Eastern European Gaming Summit (EEGS) celebrate their 10th anniversary this year. Due to the big interest for both events the organizers made two major announcements – BEGE will outspread in one more hall and EEGS will start one day earlier than the announced date.
Over 50 leading companies from the industry have already confirmed their presence for BEGE Expo 2017. Well-known leading manufacturers, amongst them being Novomatic, Casino Technology, EGT, Suzohapp, BetConstruct, Interblock, Merkur Gaming, APEX, Alfastreet Trade, Nsoft, JPL and CPI, as well as new participants, such as the leading sports betting company Bet3000 (IBA-Entertainment Ltd.), EXEFEED, Quixant, Zitro, Change Italia s.r.l., Gamebridge Casino Equipment, JCM Europe GmbH, nano Vo sp. Z o.o., Berkotech Kft. and others will exhibit their latest solutions at this year’s BEGE. The great interest for the event forced the opening of new hall, thus making the 10th edition of BEGE Expo the biggest so far.
The registration is already open so you wouldn’t want to miss the chance to register.
Another newness that BEGE Expo 2017 will present is the special Affiliate zone. Following the expansion of the online business in the region, this year the exhibiton will create space for online operators and affiliates from the region to interact and create business partnerships. Affiliate program providers will be able to book their own space in the zone and all affiliates will be admitted for free.
EEGS also promises to reach new heights this year. Reschedule your calendars, because EEGS 2017 will start on 20th of November – one day earlier than intended. This year’s EEGS will continue to follow its main aim – to present the most recent updates from the region, including the countries Serbia, Romania, Greece, Bulgaria, Albania, Slovenia, Montenegro, F.Y.R of Macedonia, the Czech Republic, Slovakia, Poland, Turkey and Croatia.
Separate sessions will be dedicated to Sport Challenges, Impact on gaming operators by Anti-Money Laundering Act, GDPR and online gaming. Day 3 will be focused on Tourism & Gaming, Responsible Gaming Academy and marketing topics.
BEGE Expo and EEGS have gradually established as a center for the gaming and entertainment industry in Eastern Europe and for 10th year in a row will be the place where professionals from the field come in order to expand their business, exchange knowledge and promote new products. For any updates you may follow the official websites of the events: eegamingsummit.com and balkangamingexpo.com
Habanero signs an outstanding deal with BBIN
Under the agreement, the supplier will give the software company access to its complete product portfolio of HTML5 games for all of its white label sites.
Recent releases from Habanero, including Fire Rooster, Bird of Thunder, and Panda Panda, have also been made available to the aggregator.
Daniel Long, Head of Sales at Habanero, said the deal was a game-changer for the supplier and one of the company’s most important to date.
He added: “By partnering with BBIN, we have significantly expanded our presence around the world, which means even more players will be able to enjoy our games.
“Many of them will be a natural fit with BBIN’s customers, but it is the diversity and variety of content that will appeal the most.”
Habanero operates a stable of 75 video slots titles, 9 table games, and 50 video poker titles, which are integrated into over 45 operators and aggregators and available in 21 European and Asian languages.
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