If you look at sportsbooks and the introduction of live betting - that was a game changer - but at its core and essence it's the thrill of betting on an unknown and being proved right or wrong. Terefore, in my very small opinion, the breakthrough moment was achieved a very long time ago but I’d be more than happy to have to eat my words.
How do you see the future of gamification in iGaming?
I'm in favour of gamification. A few operators were very quick to adopt achievement systems and I can understand why they are attractive to players. However, I have concerns that the closer you get to gamification the more attractive it is for a younger age audience. Tis is an unspoken risk.
Gamification should work more than it does as it's a tool that allows operators to differentiate themselves. Most casino players have their own ‘internal gamification’ insofar as they aim for a max win on a slot then will never play it again. On the other hand when gamification is taken to an extreme, challenging players to get 1,000 spins can make it more of a chore than fun.
How does L&L Europe ensure incremental
Our target for 2023 is to continue raising brand awareness and become more of a household name. Our long-term goal is to have a reputation like Coral,
Ladbrokes or Sky Bet. However, we do things sustainably - even if it comes at the cost of revenue.
player value for every game it launches across its online casino brands?
Te philosophy we have taken is players having more in their pocket after they play which is why we offer 10 per cent cashback for All British Casino and No Bonus Casino. You can go into RTP, volatility and variance in games, but ultimately players only care how much they come in with and how much they leave with.
At CasinoBeats Malta, you will be speaking on a panel session examining how to incentivise players responsibly. What is the new era of VIP?
It's a very tricky topic. Te more responsible and, even lazy, approach is to not have any VIPs – which is what we do at L & L Europe. With regulation, it's nearly impossible to keep up with the obligations required for a VIP. We do still service celebrities and people of
renown which makes it easier to satisfy source of wealth obligations.
However, in this regulatory environment it's not possible to have someone gambling high amounts that cannot prove immense means to do so. From that perspective, we don't have a loyalty or VIP programme. Instead, everyone gets 10 per cent cash back. If people want to gamble moderately, they can. If they want to bet excessively, they must do so elsewhere.
How will you look to improve the portfolio, both with existing and new brands?
Every online casino operator has a different approach. Ours is to make people feel we are becoming more of an established brand. You know what you're going to get when you play with an L & L Europe casino. On the other hand, some casino brands release a new casino to fit the latest trend every two minutes. Tey're active for a month then disappear.
Our target for 2023 is to continue raising brand awareness and become more of a household name. Our long-term goal is to have a reputation like Coral, Ladbrokes or Sky Bet. However, we do things sustainably - even if it comes at the cost of revenue.
NEWSWIRE / INTERACTIVE / MARKET DATA P157
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