…HELLO 2017!
Head of Products & Markets – Casino
BETTER COLLECTIVE Adam Bielinski,
What was the biggest occurrence for Better Collective in 2016? We have set the ball rolling with a major project across our casino sites as we look to shift focus from content to product. We want to give our users added value through new features that provide them entertainment and guidance. We are thrilled to have got things moving this year and to start building some momentum behind it.
What do you think was the most important occurrence for the industry in 2016? The rise of virtual slots and casino games. They mark a huge change for the sector. In previous years, operators and suppliers have focussed more on delivering new themes and better graphics. It’s also worth mentioning live casino games such as roulette and blackjack; they have enjoyed a surge in popularity of late off the back of some major improvements to product, especially on mobile. They offer players a truly immersive and engaging experience.
What are you most excited about for the industry in 2017? The new opportunities offered by the developing legislative
process in the US and across Europe is something to get excited about. The US has had a slow start, with just three states offering legal and regulated online casino and poker. But with critical mass building behind efforts in other states, such as Pennsylvania and New York, it is only a matter of time before a second wave go live, throwing up huge opportunities for a whole host of stakeholders.
We should begin to see the impact of virtual reality and it will be interesting to monitor the development of skilled slots games. I also think early live casino pioneers will take their offerings to the next level.
What are you most excited about for your own company in 2017? We have a vast number of
projects in the pipeline, which includes the focus on casino and delivering new products and features to our users. We also plan to launch two new sites; one dedicated solely to slots and the other to live casino. We believe live casino will become a large and significant vertical over the coming years, so we want to be able to offer our users a site where they can learn more about the various operators, how games work, and the sorts of bonuses and rewards they can expect. It’s going to be a busy year for Better Collective, and we can’t wait to see what 2017 brings.
Anything else you’d like to say about the passing of 2016 and 2017’s arrival? The online casino industry is still growing, especially on mobile. We also see massive potential for live table games to enter the mainstream in the coming months. Online casino operators will focus more on differentiation, and will start fighting for new customers with new games, formats, features and welcome offers and bonuses. But they will take a different approach and instead of focusing on casual players, dial in on VIPs, video slots players and table game enthusiasts. It’s going to be a fascinating and fast-moving 12 months!
JANUARY 2017 103
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