Insight
GLI EUROPE INTERVIEW Martin Britton
testing in terms of resources, cost, location, time zones etc. You need to consider all those factors from the client’s perspective and put their interests first. If we’re not the best suited, or best placed to help a customer with an international project, there will be resources within our global infrastructure that can seamlessly resolve any issue. It’s about being timely, efficient and cost- sensitive in a business that is truly global in its market reach.”
What’s obvious from the interviews conducted with the entire team at GLI Europe, is that the business is incredibly labour intensive. While hardware and software interact to create the automated routines we know as games, the testing of these activities requires human intervention - massively skilled human intervention. And it’s not just the physical testing process that demands a hands-on approach, but technical discussions with clients requires a deep understanding of the technical processes and the ability to fluently communicate those details with the client.
“Te dialogue between GLI and our clients is hugely important,” states Martin. “Which means that if our clients are Bulgarian, then we align Bulgarian engineers to work with them, and try wherever possible to align clients with local language speakers. It’s the reason why we opened our Spanish office. When you’re trying to understand a complicated process in English,
when it’s your second language, things get lost in translation. Our conversations are highly technical; it’s not like saying ‘hello, how’s the weather?’ Tese are very detailed technical discussions, which is why we have native speaking technical people to assist our clients at the local level.”
Having a Romanian team working not only on the testing procedures, but also with the regulator for the launch of Romania’s iGaming regulations, not only put GLI in the driving seat as the market opened, but GLI’s customers were also first to market too. “Greece was also a classic example with VLT regulations,” outlines Martin. “In Greece, we had our Greek-speaking technical team conducting Greek presentations. It’s something that’s so important in Europe, to act locally, but continue to offer the full global support of the company. It’s about delivering great client service, tailored to fit local needs, but supported by the global backbone of the GLI business.”
Like foreign diplomatic embassies, GLI’s regional offices not only speak the local lingo, but each maintains a dialogue with government agencies, those tasked with responsibilities to govern and control gaming. GLI promotes communication with regulators, thanks to its position as an independent third party. Te company’s unique roundtable events for regulators established in North America, Europe
and Latin America and the Caribbean, are the only events exclusively for regulators and government lotteries. Maintaining its independence is paramount for the company, as GLI manages its relationships with regulators and gaming clients to act as a bridge between both sides of the divide.
“It’s about maintaining our independence and striking the right balance,” agrees Martin. “If a client asks us for help, we’ll address the issue from a generic standpoint and put that to the regulator in those terms. And yes, regulators also ask us for our help on technical and regulatory issues and again, we give our best practices advice based on our global knowledge in terms of how we can help them. What we’re not trying to do is reinvent the wheel; we’re not trying to come up with some outrageous solution that makes it difficult for our clients, so we’ve got the clients and the regulators in mind when we’re tackling a problem. Our standards cover the vast majority of the issues and a lot of areas that can help the suppliers, operators and regulators. To ensure that we strike the right balance, we are audited every year and accredited by an independent body, who scrutinise our relationship with both clients and regulators to ensure our impartiality.”
In terms of business opportunities for GLI, GLI Europe has been most impacted by the growth of the igaming sector business, shifting within
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