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Podcast


MULTI-CHANNEL GAMES DEVELOPMENT - ODOBO


All directions at the same time


G3 visited the Odobo offices in Gibraltar to interview CEO, Ashley Lang, about the current and future development of games for multi- channel content provision. He explains the launch of the Adobo Play App, the value of mobile game optimisation and the change in player preference towards online gaming portfolios


Ashley, the last time we spoke was in May 2014, at which time Adobo had gone live with Bet 365 you had 24 developers using your games devel- opment kit. Could you bring us up to speed with Adobo’s developments since then?


Having gone live with Bet 365, we followed with Coral and Gala over that summer and in the fall we added Unibet and in the beginning or latter part of last year beginning of this year LeoVegas came on with us, we’ve also added Gala Casino and along the way we’ve done a number of plat- form integrations, proxy platform integrations, that gives us access to those operators and others. We had 24 developers at that point, we have now 47 developers who are approved at some stage of development on our platform. We have 55 games live, certified and available on our marketplace for those operators to license and about another 80 games in our content pipeline right now.


You seem to have exponentially accelerated since the last time we spoke, what’s been the catalyst for all that?


A lot of hard work last year. There’s a cart and 1 2 4


horse scenario going on for us - to get more oper- ators to view our integration as important, we need to have a wide range of developers, but for those developers to come and produce those games we need to have enough operators repre- senting distribution. So... last year saw us doing a lot of business development activities to make that happen. We drove up the number of opera- tors we had on board and the caliber of the opera- tors that we represent in our network, which was important for the developers; and we did the same on the development side. We worked very hard with developers last year to bring that content portfolio up.


Now we’ve reached a tipping point or critical mass on both sides we’re seeing a big step up in our business development, not just proactively but also reactively. We’re getting a lot of interest from gaming operators as the volume and quality of content has improved and, as a result, new operators will go live. We have has a lot ofatten- tion from game developers now that LeoVegas is with us.


Could you describe Adobo’s current offering and


Ashley Lang, CEO, Odobo


If the player is going to encounter a bonus feature and that feature is likely to happen in seven or eight minutes, you want to consider whether that is the right math for an average player session time of three to five minutes on mobile.


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