ROLLER
High Roller I
Paddy Power recently announced the launch of a new brand built around the only real-money casino app designed exclusively for iPad and iPhone: ROLLER. Matt Broughton caught up with Managing Director, Nick Abrahams.
n late September Paddy Power announced Roller, a product/brand aimed specifically at real- money casino gamers on Apple’s premium touchscreen devices. In the release, Nick Abrahams, MD for Roller said: “There’s an
estimated nine million iPad and iPhone users in the UK, and this market is set to grow. Yet until now there has been no actual real money casino app available that makes use of the potential of these devices. Customers like apps – they offer a more seamless experience - which is why they’ve become a part of everyday life. The apps customers told us they enjoy the most are the ones that make best use of the device’s unique capabilities to give a better experience. That’s what Roller is all about – delivering a better, real- money mobile casino experience.” Roller itself was
developed in
conjunction with Viaden Gaming, experts in app design for Apple’s devices. It features 19 casino games including roulette, blackjack and
slots, with the games making use of the interactive nature of the device, such as touchscreen ‘spin the wheel’ functionality for roulette and an interactive slot bonus round that uses the accelerometer in the device to provide ‘tilt’ functionality. Being specifically designed for iPhone and iPad means the app also features high quality graphics and full integration of the player’s music library to promise a better user experience on mobile or tablet than has previously been possible.
Casino International Online caught up with Nick to talk about this exciting new brand:
Casino International Online (CIO): Please tell us a bit about your own background. Nick Abrahams (NA): I’m a relative internet
60 NOVEMBER 2012
gambling veteran, having spent six years at Betfair from 2004 before moving to Paddy Power in 2011. At Betfair I worked across a few different areas, helping launch a variety of different gaming verticals, devising some of their Exchange Games and Zero Lounge Casino products ending up as Head of Commercial Strategy and Analysis for the business. Prior to that I’d spent some time in strategy consulting and ran my own casino affiliate business.
CIO: How did Roller come into being?
NA: The idea essentially came from the disappointing experiences I’d had trying to use real- money casino products on my iPhone and iPad and then hearing the same experience being reflected back by customers. We had customers telling us “I prefer using my iPad to my PC when I’m at home” but the industry wasn’t catering for these customers in any successful format. In terms of coming up with the brand, we spent a good number of weeks batting around names and identities until we hit upon Roller as you see it today. I was looking back on some of the others from the early stages – Roller as a brand shines out compared to our early efforts.
CIO: What advantages/opportunities does the
Paddy Power connection bring to Roller? NA: Clearly having the backing, know-how and scale of an organisation like Paddy Power makes a
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