Interactive
LIVE CASINO ONLINE AUTHENTIC GAMING
lockdown for the company?
Uncertainty. Tat being said, Authentic Gaming is a small and nimble company so we were able to adjust to the situation quickly, be flexible, and deliver exactly what operators needed without any delays. Due to our company structure, it is easy for us to react quickly and do what needs to be done. It is also important to keep clear and smooth communication between all departments, offices and land- based partners in different countries and our size and structure allows for this.
We also had to change our roadmap as we planned to launch a few land-based streams over the past few weeks, but due to casino closures we have had to push these back. But instead, we used this time for other exciting projects, and currently we are full speed ahead to bring them to market as soon as possible.
Authentic has signed a number of integration deals in recent months. How targeted are these partnerships?
Our aim is to grow in regulated markets with a strong focus on the UK. According to H2 Gambling Capital, the European live casino market has an estimated value of €2.2bn with a safe estimation that the UK generates at least a quarter of that. To be competitive in this market, we have a very strong and dedicated roulette package for UK operators and our Aspers Casino in London is one of the most successful land-based streams. We recently launched Great British Roulette, a studio game placed in the middle of a real casino floor. We also offer Bookies Auto Roulette with a minimum bet of just £0.20.
Apart from growing current markets, we are aiming to enter more regulated jurisdictions in 2020. It is important for us to choose the best partner to begin operating in a new country and over the past few months we have signed some top industry brands which we will announce in due course.
How do you manage the balance between consolidating markets in which Authentic already has a significant presence and expanding into new regions?
Our goal is to grow our business in regulated markets, so both actions are equally important. Currently, we are offering our games in nine
regulated markets and continue to strengthen our position in these existing markets through new partnerships and our ongoing cooperation with current operators. It is very important that the Authentic Gaming product has consistent visibility on our casino partners as most players have accounts at more than one brand, so seeing our games offered across different sites increases the trust and credibility of our products.
Expanding into new regions is always driven by finding a great first operator partner. We also build case studies and learn from each launch and aim to replicate success and avoid mistakes. Tis includes finding similarities between markets, player behaviours and favourite games per market. It is always challenging to launch a product into a new market for the first time. It takes a lot of preparation and localisation but if you get it right, the results are worth the effort.
What is Authentic's content roadmap in the months ahead?
We just released our new industry-first feature, SlowMo On Demand. Players on Blaze Roulette can intensify their emotions by hitting the SlowMo OD button and watch with anticipation as the ball slowly bounces into the pocket ahead of knowing the result. In the second part of the year, we are planning to pull back the curtain on our biggest product of the year, PrimeTime Roulette.
Tis is a great acquisition game as it allows players to bet small and win big whilst being truly engaged. Tis is achieved through entertaining TV-style presenters, portrait only and mobile-only. Another release is Swipe Casino, the perfect cross-sell and conversion tool for pushing sports punters to live casino. It enables concurrent play on sports and casino at the same time. In the coming months, we will also add several new land-based installations. From November 2019, we became part of the Genting Group which gives us a unique opportunity to bring land-based play to life from its properties – this includes Kensington Live Roulette and Chinatown Live Roulette.
We have also just launched Great British Roulette, a unique format of casino floor roulette. Te game is streamed from Resorts World Birmingham, UK, and includes a dedicated dealer for online players on a studio
We just released our new industry-first feature, SlowMo On Demand. Players on Blaze Roulette can hit the SlowMo OD button and watch with anticipation as the ball slowly bounces into the pocket ahead of knowing the result. In the second part of the year, we are planning to pull back the curtain on our biggest product of the year, PrimeTime Roulette.
P108 NEWSWIRE / INTERACTIVE / MARKET DATA
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