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PLAYTECH

Playtech

T

Software innovators have a robust and well-rounded suite of products to cater to land-based casinos and create greater customer retention than ever before…

hink Playtech and you might be forgiven for thinking of online gaming; there’s a lot more to the company than that, though iGaming is certainly a part of their portfolio. What they’re offering land-based

casinos is the complete package: online gaming presence, a suite of server-based floor games which can be tailored according to your casino’s needs at different times, and mobile gaming – all of which are integrated, and which can potentially bring you complete customer retention. Imagine a player playing at your online casino, then coming down to the land-based location for the evening; they take the voucher printout from the slot they played last, walk outside, and while they’re waiting for the taxi or train, they can redeem that ticket on their mobile to carry on playing, then get home and log on with the same username and password to keep playing – all under your casino banner. It’s not the future, it’s right now – as Peter Cercone VP Marketing for the Playtech Group (and also Director of Product, Videobet), explains.

Casino International: Videobet and Playtech – what is the relationship between the companies?

Peter Cercone: Videobet has always been a wholly

owned subsidiary of Playtech. It [Videobet] was formed about five years ago as an R&D group within Playtech and it was identified even then that the architecture and technology that Playtech had developed over the last ten years in the online space were starting to become relevant in the land-based gaming arena. The company saw the synergies available by making land-based offerings, and so we as a company decided to move into the land-based gaming market. The vehicle for that, the brand, is Videobet, but it’s part of the Playtech group.

CI: A lot of companies in the online sector are talking about synergistic relationships with land- based casinos; the lines between online and land- based gaming have blurred hugely. Where do you fit in to that?

PC: I agree. The market is becoming more and

more competitive and it’s not enough to be a successful land-based operator or a successful online operator now, the players exist in both areas, both

26 JUNE 2010

markets and it’s still all about player acquisition and player retention. So if you have a land-based operation, why would you be happy to lose your hard- acquired players to some other type of line presence? This is one of the main drivers for the ‘coming together’ of online and offline gaming. Playtech as a group has been preparing for a long time both the architecture and the product to allow the operator to have a single solution gaming system, or a one-stop- shop where they can get all of their gaming products from the one company. The big difference with an offering like this is that it needs to be integrated into a single solution. There’s no point going to a company and saying “Here’s your land-based offering, here’s your online, and here’s your bingo or Poker offering,” then getting the systems to talk to each other. Playtech’s vision of where technology sits is that technology must be an enabler at architecture level to really offer a back end

“…it’s not a matter of getting another system, it’s simply adding another module onto the existing system.”

that is seamless for all the products the company offers. For example, the same back end you use for managing poker online is the exact same product you use for managing the bingo product online. And the same back end that a slot operator would also use in a land-based casino. Of course, that doesn’t mean we’re excluding people who don’t have all these market segments available to them – we offer the product at an entry level, if you like, where we can just give them an online presence. The key thing is that as they grow their product portfolio it’s not a matter of getting another system, it’s simply adding another module onto the existing system. Playtech being the size that it is and having ourselves acquired the experience to use the technology and add value to the operator, this is where we’re getting a lot of traction and we’re growing quite well. From an industry point of view we focus on that single solution – the lines are very blurred and I Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62
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