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Italian launch for Hills

William Hill has officially launched its brand new Italian website after receiving the go ahead from the country’s regulator AAMS to launch its online casino. The William Hill casino site will be followed by the introduction of a ‘rich portfolio of products’ including sports betting, bingo and poker. “We’ve spent over a year and a half in the design and development stage and we’re really proud of the outcome,” said Roby Salvadori, William Hill’s head of italian operations, “The site itself is fun, fresh and secure and we believe it will be a big hit with Italian players.”

Taking advantage of the online environment

Ahead of his appearance at EIG in Milan next month where he will be presenting a website launch case study, Nordic Gaming Group chief marketing officer Henrik Svensson discusses operating an online gambling site.


How do online gambling con- sumers differ from retail con- sumers?

The line between online and retail consumers is getting finer, as the internet is used by all demographic groups and not just the internet savvy. It is more becoming a browser behavior than a search-find relation, even though the time for all actions is much shorter over the internet.

Are there great differences between countries?

For sure there are great dif- ferences, in many ways. The legal frameworks are, as we all know, much discussed these days, also the market- ing possibilities differ a lot, different payment solutions vary in importance, some markets are much more mature in terms of igaming than others and, of course, the cultural differences make a big impact.

How important are affiliates?

We started quite late with the affiliate side of the busi- ness (September 2009), which means we have a very solid customer base to start with being in operation since 2002. However, we have had a much faster growth than expected from affiliates, probably because many affil- iates have taken the possi- bility to work with a ‘new’ but at the same time estab- lished and proven brand.

Is it easy to adapt a website

to give it its own brand values? To adapt a website to brand values might be easy, but to keep the values alive and truly felt takes a lot more than that. It must be an inte- grated part in all the com- munication you do, from your promotions and cam- paigns to customer support, and if you don’t believe in your values and can back them up when it matters it will shine through to your customers.

Record revenues at 32Red


nline casino 32Red has reported record revenues for the first

half of the year, with total gross win up 42 per cent to £11.0m. The company said that the performance is

‘particularly pleasing’ in light of strong comparative figures that were, in turn, 33 per cent ahead of the first six months of 2009. Consequently, revenues in the first half of 2011 are 89 per cent ahead of those recorded in the same period in 2009. The firm added that gross win for the first nineteen days in July were up 67 per cent on the corresponding period in 2010.

32Red CEO Ed Ware commented: “This exceptional year on year growth is particularly

pleasing given the strong trading experienced during the comparative period. Our marketing has become more effective and has yielded encouraging results. We will build investment in this area throughout the remainder of the year.” The company also

revealed that it was retaining the shirt sponsorship of Swansea City, the Premier league’s newest club. Ware said: “32Red was delighted to have renewed the sponsorship of Swansea City Football Club for a further three years in February, and we

congratulate the Club on promotion to the Premier league. While the focus remains in the UK, the board continues to monitor developments in Europe.”


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AS REAL AS IT GETS BettingBusinessInteractive • AUGUST 2011 7

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