ONLINE 2012 Arni Petursson, Chief Marketing Officer, Betware
What was the key product you worked on during 2011? In June 2011 we launched, together with the Icelandic National lottery, our new Mobile Solution thus opening a new and exciting way for lottery players to enjoy Lotto games via their smart phones. The solution has been especially designed so that the smartphone users can take full advantage of the touch screen capabilities that their mobile phones offer (such as shaking the iPhone to get random numbers selected). This did not only offer a new sales channel for the lottery but additionally it created a new communication channel for promotional activities. By utilizing QR codes, implemented into the Betware Mobile Solution, the lottery is able to link its retail and online sales channels and add a very powerful marketing tool to its campaigns. Another very important product Betware launched in 2011 was the Central Regulatory Storage, regulatory vault system, developed as part of our Spanish market strategy. Inbuilt/implemented into the Betware Gaming Platform it facilitates all regulatory requirements being met within Spain and other regulated markets and ensures that operators can purely focus their efforts on marketing and selling their games towards players.
What will be your ‘big deal’ in 2012? We aim to build on our success on the Spanish market offering our flexible solution which ensures
all requirements set forth by regulators. Betware is now considered an expert in gaming solutions and our biggest challenge and opportunity is to strengthen this image. We are introducing to gaming operators a multi-sourcing strategy that is supported by a very flexible platform. This allows operators to choose best of breed games from vendors of their choice. The gaming market is an extremely competitive marketplace and operators wishing to become the leaders are bound to offer the best products and entertainment through sales channels desired by their players. The Betware Gaming Platform guarantees all that and so we look forward to growing our customers’ portfolio in 2012.
What do you think will be the biggest challenge in 2012? We consider increased gaming market liberalization as a key challenge in 2012. The governments
across Europe and North America are looking into examples of Spain and Denmark and we predict a lot of changes on the gaming map of the world.
Ramiro Atucha, Chief Executive, Leander Games
What has been the best thing about 2011 for you? It has definitely been the overwhelming response to our games portfolio. Microgaming´s Quickfire, GTS and Openbet are just some of the names that are now promoting our popular “Reely Series” slot games and we have also received great feedback with regards to Megadeth – our first ever brand-licensed game. We have also generated the support of some of the industry’s most prolific affiliates who genuinely enjoy our games and that are happy to endorse. This has been an amazing achievement and one which we are very proud of.
What was the key product you worked on in 2011? The lead product was definitely the launch of Megadeth slots. We have created an exciting game through a combination of image-rich creative and engaging mathematics to ensure thrilling game play. We see a great future for brand licensed games where the theme such as Megadeth has already an established fan base of hundreds of thousands around the world, giving operators an opportunity to tap into another mass market. Leander Games has also secured the rights for “money can’t buy” merchandise and hospitality opportunities that can be passed on to operators for use in their own marketing campaigns.
What was the toughest thing about 2011 for you? 60 FEBRUARY 2012
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