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p62 cryptologic 19/1/09 08:30 Page 62
Specificity is Key
CryptoLogic’s move to focus on its casino vertical is no gamble.
ccording to Justin Thouin, CryptoLogic’s
VP of Product Management and Business
Development, the future of software
development lies in specificity. To what
degree the company has learned this
lesson remains open to debate, but the decision to
move its poker vertical over to GTech subsidiary Boss
Media, has raised some eyebrows.
So why do this now? Why do this at all? Why give
your poker business to a competitor?
For CryptoLogic, the reality was all too clear; its
Just a taste of CryptoLogic’s poker business was a burden to an otherwise product, which incorporates a licensing agreement
gaming offering
profitable gaming operation, losing an average of $15 with Marvel. Its roster of branded slots games
million a year. Add that to the destabilising economic continues to grow, with the latest releases of
environment in which we are all suffering and you Spiderman Revelations and King Kong adding to an
begin to see the necessity of the decision. impressive stable that also includes Captain America,
Yet the burden wasn’t solely financial. CryptoLogic The Incredible Hulk, Street Fighter II, X-Men and the
has been fairly open in admitting that poker has Fantastic Four.
never really been its strength or its focus, and its lack Its decision to focus its efforts on this sector of
of expertise was now costing the company a notable business is a clear statement of intent: the casino is
amount of money. CryptoLogic’s territory. It is here where we will see
Clearly, its expertise lay elsewhere and it is here, in development from CryptoLogic in the future, and
its casino vertical where the company will now focus although it is not alone in providing branded slots
its future efforts. games to the online casino industry, it is determined
In offloading its poker vertical to rival Boss Media to be the best at doing so.
(GTech), CryptoLogic has made a bold decision and It is also extending its reach through new
one that arguably has the potential to open the distribution channels, as demonstrated by its new
brand to vulnerability. However, it has loaned out a partnership with Orbis Technology which will expose
major part of its business to a rival and yet has its casino games to operators in the Orbis portfolio.
managed to do so without devaluing its own brand. CryptoLogic CEO, Brian Hadfield explained, “The
How? Well, it has demonstrated its unmoving faith in global Internet gaming market continues to grow
its flagship model, the casino, but more importantly, rapidly, and that is why CryptoLogic’s strategy
it has understood that in order to dominate in includes opening up new channels to market through
certain markets operators must be specific to them – the world’s leading operators.
companies cannot have the resources or ability to “CryptoLogic’s new partnership with Orbis
attain blanket dominance of all gaming sectors. Technology enhances both our position and our
CryptoLogic’s new logo is indicative of
their intentions for a full brand
CryptoLogic was able to realign itself financially optimism as we revitalize our business for growth in
overhaul… Watch this space!
and strategically because of the strength of its casino 2009 and beyond.”
2009 represents a new start for a company that
was admittedly quiet during much of 2008. Yet
towards the end of last year, the industry has been
made aware that this is a very new CryptoLogic; one
that is determined to change its previous and self-
confessed ‘stuck in its ways’ industry image into one
of dynamism and progression.
CryptoLogic is back at IGE, and many other trade
shows as it seeks to reclaim some of the ground it lost
on the industry, which many would attribute to the
almost nuclear fallout of UIGEA.
Back at the shows and back in the news, 2009 is
set to be a progressive year for CryptoLogic.
62 FEBRUARY 2009
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