26 B 2 B Essential Guide to ... EiG MICROGAMING
Nordic snaps up Bingo+ Plus software
Microgaming, which will once again sponsor the bar at EiG, deserves a well earned drink after securing the custom of Nordic Betting with its bingo software.
icrogaming, one of the world’s largest providers of online gaming software, has announced it will be providing bingo software for Freya Bingo, a new site launched by Nordic Betting Ltd. Nordic Betting is part of Modern Times
Group, an international entertainment broadcasting group with the largest geo- graphical broadcast footprint in Europe. Its new brand, Freya Bingo, will be targeted to- wards female players and will have a unique look and feel focusing on community, in- tegrity and a personal touch. Freya Bingo will run on Microgaming’s new Bingo+ Plus software, which was de- signed for flexibility and freedom. Freya Bingo players will have access to multi-lin- gual and currency agnostic rooms, chat hosts and a range of jackpots in addition to a wide variety of casino games. The operator will not only be able to offer players a range of Microgaming’s award-winning side games, but will also open access to the pop- ular Microgaming powered Progressive Jackpots and leading branded content, such as Hellboy and Hitman. Thomas Petersen, COO at Nordic Betting, said: “When choosing a provider to power our new bingo offering, we were very im- pressed by the customisation possibilities available on Microgaming’s Bingo+ Plus platform. Freya Bingo seeks to provide play- ers with a truly localised offering, with an emphasis on community and integrity, and Bingo+ Plus was flexible enough to meet all our requirements whilst sharing games with operators from around the world.” Lydia Melton, head of network games at
Microgaming, said: “We are delighted to be working with Nordic Betting Ltd and we are confident of Freya Bingo’s appeal in the mar- ketplace. Increasingly, players are looking for a personalised bingo experience, and through Microgaming’s Bingo+ Plus plat- form, operators can adapt their brand to suit their target market perfectly. We look for- ward to a long and prosperous working rela- tionship.”
MFUSE Upgrading the Ladbrokes mobile
Marcus Wareham, CEO of Mfuse - sponsor of the SpotID networking technology at EiG - talks about how his firm looked at refreshing Ladbrokes’ mobile offer.
In a drive to continually im- prove our product, we have recently delivered a range of new features to the Ladbrokes mobile sportsbook application. After working in partnership with Ladbrokes, we identified that enhancing the user ex- perience was the main priority for the lat- est release.
As such, we have radically updated the branding and design of the application to incorporate aspects of Ladbrokes’ cur- rent Game On marketing campaign. To complement this new look, we’ve also im- proved the user’s journeys through the ap- plication by adding a navigation menu bar at the top of all pages. This drastically im- proves the speed of browsing as it allows the user to access any sports betting op- portunity from anywhere in the applica- tion.
In a further effort to improve user navi- gation, we have updated the footer menu so that the user can access the main fea- tures of the service in just one click.
The homepage of the mobile sports- book has been streamlined to include the most popular betting opportunities (for example, upcoming highlights, football, horse racing and live betting). In addition, Ladbrokes now has the ability to promote key sports events and offers on the home- page.
The football page has undergone ex- tensive improvements with this latest re- lease. The menu structure has been re- vised, and now displays expandable/col- lapsible sections for live betting, upcom- ing football highlights and all football. The live betting and upcoming football highlights also display the available match betting odds and a visual indica- tion of price change in an upfront manner (without requiring further drill downs). This feature enables the user to automati- cally add bets to the betslip without leav- ing the page, a true enhancement on the user experience.
In consultation with Ladbrokes we have introduced additional betslip en-
hancements. We now display potential pay out and accumulat- ed odds information. It has also incorporat- ed the new designs to be consistent with the overhaul of the rest of the application. Support
for the mo- bile
sportsbook has been extended to all An- droid 2.2 devices and above. This ensures that the end user gets a specific Android look and feel interface IE one that they are familiar with and that will boost their confidence to transact.
As part of the latest release, at Mfuse we have upgraded our systems in order to support a more dynamic front-end that will allow us to focus on an extensive range of future planned works. Some of the highlights that you can expect to see
BettingBusinessInteractive • SEPTEMBER 2011
BETRADAR Celebrating 10 years of success
It is not just the EiG show which has turned 10 this year - leading supplier Betradar is also enjoying the same anniversary.
etradar, a brand of the Sportradar Group and a leading supplier of bet- ting-related sports data services, is plan- ning to celebrate its 10th anniversary with numerous product innovations, service enhancements and a new brand identity. Formed in September 2001, the compa- ny now employs 350 full-time employees in 12 countries. After a decade of techno- logical innovation and excellence, the firm said it is more than ever committed to actively shaping the future through close relationships with its customers. Today more than 300 bookmaker clients, includ- ing over 25 state lotteries, in more than 50 countries across five continents rely on Betradar’s quality services and solutions. The 10th anniversary represents an im- portant milestone for Betradar and also a basis for future product innovations. The latest product highlight is the extension of pre-match and in-running markets avail- able for many different sports. Among other features, this upgrade contains a vast extension of football markets that en- compass player, booking and corner relat- ed betting markets as well as many new goal-related markets. Betradar’s portfolio has grown to in ex-
cess of 100 different betting markets and currently includes live coverage for foot- ball, tennis, basketball, ice hockey, hand- ball, volleyball and beach volleyball. In total, the coverage amounts to over 3,500 live events around-the-clock each month. Sportradar CEO Carsten Koerl explained: “With regards to live betting oppor- tunities, our plan is to cover and offer over 5,000 events per month within this year; of which 3,000 alone will be football matches.”
In an attempt to deliver more excit- ing betting opportu- nities to its clients around the world, Betradar is in the final stages of developing an innovative fantasy betting product that will capitalise on the emer- gence of another strong trend. Further- more, a new live
trading tool that will allow customers to trade matches based on Betradar’s mathe- matical odds models is also being devel- oped. This will incorporate a comprehen- sive alert system based on in-running mar- ket monitoring, and Betradar’s customers will have the opportunity to integrate their liquidity for risk management purposes. Alongside the launch of new bet- ting markets, Betradar is con- stantly aiming to improve client services and has launched a new alert system and numer- ous system enhancements in the past month. The company said it always has the objective of increasing the efficiency of Betradar’s customers by au- tomating processes that will optimise the profit of each cus- tomer.
CARSTEN KOERL: PLANS TO OFFER ‘OVER 5,000 LIVE EVENTS PER MONTH’
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