BODOGUK
Adam Joseph Adam Joseph – previously of Betfair – has
been hired as Head of Casino for BodogUK. Joseph, who also held roles previously at Stan James and Mansion, has been tasked with developing and implementing the Casino strategy for the company.
which can then be used by the marketing and PR teams to leverage. A celebrity dealer for a session on Saturday night could create a real buzz as well as appealing to different social niches; a footballer player for sports fans, an actor for the female audience, a model for the boys etc.
Leverage Firms should also look to incorporate existing
properties they have into their casino product. Bodog Europe sponsors Premiership side West Brom so that should be leveraged for their fan base not just in the sportsbook but in the casino as well. Slots are a trickier beast to tackle but are the
real engine room of any casino – on or offline. Here SEO is hugely important and the Bodog brand recently bought the domain ‘
Slots.com’ so it will be interesting to follow the development of that brand as a standalone operator when it is launched later this year. With slot games content is king and a constantly changing landscape is very important but needs attention. I also think there is room for more player interaction within the games themselves – too many are fairly featureless from a genuine ‘play’ experience. Those that want the quick fire
auto-play can still be well-catered for but additional games with a longer play experience will emerge. The only other ‘big gun’ of the casino world
that I’ve not touched on is roulette and again we have a number of ideas on how we can give this casino staple a lease of life. One being the ability to add in live features such as ‘for the next 30 minutes - 20% extra winnings on correct number bets’. These can be random but regular to keep the player more engaged with each spin as well as encouraging them to indulge in different types of bet as many players have a set strategy they employ. For more generic changes to the casino as a whole we will look to introduce a tailored offering for the VIP segment, including service, games and rewards, and there is no question that there’s a current need for unique and targeted promotional activity – again tailored to each player. This is vital as I have mentioned earlier; casino players, unlike poker players, have very different, individual, demands. Some of these will take time to develop and some are already in play, but I am very confident that the online casino can be re- invented in the same way the Bodog Network have done with poker and I hope Bodog UK will be at the helm of that innovation.
APRIL 2012 47
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