Todor Zahariev, CEO of EGT Interactive, added: "In Bulgaria we are No. 1 and market leader in both the land-based and online space, and the same is true in Georgia where our customers are very appreciative of our games. Even more so EGT Interactive has considerable market share in a number of countries too. Te biggest difference we see between online and land- based is the regulatory environment in which we operate. We adhere strictly to all market regulations and grow our business only in regulated markets."
EGT Interactive enters easily regulated markets as they already have well established compliance process and strong relationships with the relevant institutions. Strict regulation also thins the competition and makes it easier for EGT Interactive to enter regulated markets.
CO-DEVELOPMENT OF PLAYER BASE "Te parent company offers help and experience
wherever we can assist EGT Interactive in any given market, especially in terms of regulation and game performance," underlined Mr. Stanev. "EGT Interactive ports games from our land- based games portfolio to mobile and online platforms, whereby we try to keep all the elements the same, aside from where regulation dictates that we must make changes to adapt to local requirements. We also see a great deal of cross-promotional activity as operators incentivise their players to play within their own online casino environments in addition to their land-based play. Such play is rewarded with redemption codes for play in both spaces encouraging cross-play and co-development of the player base."
At one time there was concern that online play would cannibalise the land-based market, but as the industry has matured it's become obvious
"EGT Interactive ports games from our land-based games portfolio to mobile and online platforms, whereby we try to keep all the elements the same, aside from where regulation dictates that we must make changes to adapt to local requirements. Todor Zahariev, CEO of EGT Interactive
that online and land-based complement each other. "We conduct market research across each of the viable markets and access the benefits of entry as opposed to the size of the market and potential for growth and expansion," added Mr. Zahariev. "You need to be circumspect as regards to the benefits in terms of certification, approvals, regulation and the waste of resources and energy upon markets with marginal prospects for growth."
"We have great Business Development and Account Management teams at EGT Interactive, helping to ensure we build the right partnerships and relationships with our customers and with all the moving parts within a market," commented Mr. Zahariev. "EGT games are classical slots in the sense that they are less about entertainment/time on device, as opposed to players looking for the win. So many operators want to feature our games on their splash page, at top of their menus, because they appreciate the performance of our games. Our games constantly feature in the top 20 of our customers' sites."
JOIN, EVOLVE AND CHANGE THE GAME EGT is expanding its online business very
rapidly, which is helping to drive the growth of the whole company. To achieve this EGT Interactive rely on the skilled talent of its team, which is simply not growing as fast as the company would like due to the size of the talent
pool in Bulgaria. "We are in constant communication with universities and take part in career fairs to educate those looking for work in this sector on the qualities needed for a role in a technology driven company," described Mr. Zahariev. "To this end, we are advertising in massive online and OOH campaign, video content, poster campaigns on the metro train line and PR media coverage to appeal to candidates to consider a role within EGT Interactive. We are also very active on social media with our "Join, Evolve and Change the Game" campaign message to attract candidates. Retention is also a very important part of the equation and we work extremely hard in this respect. We have a skilled labour crisis here in Bulgaria and it is a challenge to recruit and retain the right people. We work incredibly hard to employ and maintain our team-building programmes and we will continue to do so into the future."
CONCLUSION Pride in its products and workforce is evident
across each of the divisions G3 visited during our time with EGT, EGT Multiplayer and EGT Interactive. Te expansion of the company due to the changes made within its production facilities will mean that in 2020, EGT will be serving its global customers with faster responses than ever before. Its young teams are a hive of ideas, enthusiasm and creativity, both within the parent company and its subsidiaries, each with motivated employees with multiple options to head elsewhere should they so choose, but the talent-pool within the company remains strong due to its constant drive to innovate, evolve and meet the challenges operators face in both the land-based and online space. Expect the skyline to continue to change in Sofia as EGT shapes the technology landscape going forward.
NEWSWIRE / INTERACTIVE / MARKET DATA P59
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