Interactive CHERRY GROUP
were very interesting to us in terms of player acquisition. You have a high turnover of slots players, whereas lottery players are much more loyal. Yggdrasil Gaming had a portfolio of games that we found attractive, especially the video scratch games, which was initially how we began our relationship with Yggdrasil. We invested and supported the company financially and in December Yggdrasil launched its first online slot, Jokerizer, which became a very interesting game for other operators, Unibet, Betsson, Mr. Green etc. Yggdrasil has now released five slot games as part of its growing portfolio. The company is autonomous and we look forward to capitalising on the next set of agreements that Yggdrasil has recently signed.
Many online operators found immediate success and generated instant revenue, which made it unnecessary to really concentrate on building a brand. As competition and taxes have increased, there’s much more pressure on individual brands to identify with their players. How has Cherry sought to create a unique and memorable gaming experience - while at the same time building its brand?
We have seen a lot of new brands entering the market focused on customer acquisition, promis- ing first time deposit bonuses, but not considering loyalty, which means that profitability is not sus- tainable. Cherry’s history and heritage is an asset that we have leveraged in our marketing cam- paigns. When we advertise, a large proportion is brand building. We focus on the loyal customer and the ways in which we can ensure they stay with us for the long-term. This industry has a ten- dency to encourage bonus hunters, but drawing in players with welcome bonuses isn’t the way to establish long-term player relationships.
How important are mobile and tablet games in the portfolio right now and with Klubblo receiving its gaming licence, what are your expectations of success in the lottery sector?
We are seeing growth in both mobile and tablets, but it’s tablets that are growing even faster. For us the tablet sector is very interesting and we’re see- ing a marked upswing in bets. Many operators have simply rescaled versions of their mobile platform to tablet, but if you scale up mobile, which has the bear necessities on screen due to size constraints, the experience is much dimin- ished. We’re giving tablet users their own playing environment.
I believe the gaming licence is critical to our progress and we have a dream partner in the Swedish Sports Alliance. In total there are 20,000 sports clubs in Sweden and Klubblo enables the player to specify which club they will support. You can pick a small local club in which your kids are currently playing, or a national team - the choice is in the hands of the player. You can sup- port rowing, water-skiing, archery, whatever. The lottery received the licence at the end of August and will launch end of this quarter.
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