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22 B 2 B iGaming Playtech buys Mobenga Betting a core product


Playtech has entered into an agreement to acquire the entire issued share capital of


Mobenga, a provider of mobile sportsbook betting platform and has a fast growing base of customers, in- cluding major brands such as PaddyPower, Unibet, Skybet, Stan James and Nordicbet.


Playtech CEO Mor Weizer said: “Recent developments in mobile gaming are increasingly important in driving player acquisition and delivering demonstrable revenue streams. Sportsbetting has al- ways been the core product for many operators - one which cre- ates different


cross selling op- portunities to other gaming prod- ucts.”


CASINO


Reel development from Microgaming


As head of casino at Microgaming, Mike Hebden is responsible for ensuring the company’s software keeps its licensees ahead of the game in the highly competitive online casino marketplace.


We are always thinking about the next innovation and bringing a 3D experience to online gaming was a challenge we just had to take on. It may not appeal to all gamers, but the graphically immersive experience certainly appeals to a significant percentage and 3D is set to feature in online gaming for the foreseeable future. Hollywood, broadcasters and TV manufacturers have all put their collective weight behind 3D technology - why should slot players miss out? Microgaming showcased our first true 3D online slot, Sterling Silver, at ICE earlier this year and the ‘wow’ factor that it delivered there has been carried through online.


A


How much of a boost to a game does a good licence provide?


Microgaming has some of the hottest licensed brands around and was one of the first in the industry to sign such a deal when it signed up the iconic Lara Croft/Tomb Raider franchise back in 2004. The best type of brand licences are ones where the licensor is fully supportive, whether it be in marketing or game design, and we maintain very good relations with all those companies that we have worked with.


As I’ve said many times before, though, a brand alone is not enough and while a


re 3D slots a marketing gimmick or are they the future of the sector?


brand that resonates with a player may persuade them to try a game out, it’s then the quality of software, variety of gaming content and innovation which will keep them.


A lot of Microgaming’s own games also carry brand status amongst online casino players, for example, the recently released Thunderstruck II (sequel to the hugely popular Thunderstruck) which has taken the industry by storm.


Is there still a big market for downloadable game software?


The short answer is yes; however, it does depend on the business model of the operator, and in turn the computer habits of their players. Sportsbetting players are used to repeatedly returning to a website to place bets or track events and offering instant play or Flash games via a website, fits the habits of the typical sportsbetting player. However, operators must also consider that the player may not frequently visit their website and could just be interested in football or horserace betting.


Having a trusted download casino, installed on the player’s PC, is a strong way of keeping the avenue of transactions open between you and the player, even if they never visit your website again. Microgaming is a true market leader in both download and flash, and there are benefits for an operator in employing a strategy that uses both.


Major Gala Coral deal


Playtech has also secured a major 10-year software supply deal with Gala Coral, which will see the firm provide a full range of gaming products and its IMS gaming management platform. Only Geneity will remain as a major software supplier to Gala Coral.


Driving growth


Gala Coral CEO Carl Leaver commented: “Gala Coral already enjoys a strong working relation- ship with Playtech and this deal will help drive our next phase of growth. Playtech’s software is market leading and, together with Gala Coral’s strong brands, will underpin our future success.”


BettingBusinessInteractive • AUGUST 2011


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