Interactive
GAMING1 DIGITISING LAND-BASED
GAMING1: Doing all the heavy lifting
Sylvain Boniver, COO and Co-Founder GAMING1
Born in 2011 from an association with a leading land-based retail gaming group in Belgium, GAMING1 is a B2B company that offers online partnerships through and betting and gaming services to land-based operators. GAMING1 has retail operations in France, Switzerland, and Belgium, as well as online operations in Belgium, France, Switzerland, Spain, Colombia, Serbia, Portugal, and Peru.
Sylvain Boniver, COO and Co-Founder of GAMING1, offers insight into the process of digitising land-based operators and, once online, ensuring partners compete in the lion’s den
What’s the benefit of these joint ventures for both GAMING1 and the operator involved?
It is a win-win situation. We feel we are stronger together. One brings the technology and expertise of online operations whilst the retail partner brings its brand and local network. Tese touchpoints with the customer facilitate convergence to the players which is a good way to compete with purely online operators.
It is very tricky for retail operators to make the transition online as often purely online operators have a huge marketing budget while land-based operators do not have the resources,
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expertise and budget to massively acquire players.
Online gaming is continuing to grow, and the longer retail operators do not go online the greater the loss of its potential market share. Our model is to create and extend their business online so current retail customers can continue to play online with the same brand.
Do you consider yourself as a provider or partner in these joint ventures?
We consider ourselves a partner. Providers continue to invoice for services whereas
partners have the same interests and goals. Our model is “We win together or we lose together” and of course we want to win by providing the best possible player experience no matter the level of resources required to achieve it. We bring a lot of knowledge as moving from retail to online is far from simple.
GAMING1 has the expertise and we can share our experiences of digital marketing, VIP management, setting up customer services, and procedures for KYC, to name but a few. Tere are some challenges across countries which are similar to tackle, such as setting up customer services. However, the player journey, KYC, and localised content are more territory specific and require in-depth knowledge.
How do you approach casinos and decide whether they are the right partner? What new markets are on GAMING1’s radar in the next 12 months?
GAMING1 is a family group. We identify markets that are going to be regulated in the coming
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