Wiztech Group Golf, Not Complaints
The iGaming market is flooded with products where the only differentials are colours and logos. Yoni Sidi, CEO of Wiztech Group, discusses the challenge of overcoming this market saturation.
Yoni, why are so many businesses falling into the "white-label trap" where the only difference between platforms is branding?
After 21 years in the industry, I've experienced both sides of the coin. I've been an operator for major brands, an operator and an owner for white label solutions, and now I'm a provider of a platform that offers white label solutions. One of reasons I started up Wiztech is because, having seen a lot of the platforms and solutions that are out there, I believe that a lot of them were flawed.
As you pointed out, it's difficult to differentiate from one brand to another. What I found is that the white label solution is quick and it's easy. Tere's an argument to say it's the "lazy way" to do something, but when you have limited investment and you just want to get a brand live it ticks a lot of boxes. If all you want to worry about is the marketing and not about running your customer support, your VIP, your CRM, all these types of things, then it does tick a lot of boxes.
Once you do go live, however, you realise that you're stuck in a system that's rather rigid. You can't make too many changes. You're dependent on someone else to do things for you. It might feel convenient at the beginning, but there's hundreds if not thousands of them out there, so everyone looks the same with the same flaws. It's difficult to make your brand stand out from others offering the same bonuses, the same spins.
You can change the colours, the domain, the casino name, but under the hood you're pretty much running the same engine as everyone else. What we're seeing it with a lot of customers that are inquiring about our platform is they're happy and generating GGR, but they have an underlying feeling they could be doing much more if they had
a system that a bit more tailored to their traffic sources and a tone of voice they're trying to incorporate into their brand.
How does Wiztech tailor its services to treat each partner as a unique business rather than a template-based client?
We're not as big as the other providers in the space so we can offer more of a personal touch. One of our biggest brands, Winpot, is in Mexico's top five with a huge scale of operations. It's a competitive regulated market with some very big players and to be able to grow the brand that fast in two and a half years on our platform is a significant achievement.
As it was our first venture, we started with the why. We look at what our operator clients are trying to achieve. Some are only looking to target VIP customers, others are looking for mass markets in a certain region, and some need a level of gamification that's different to everyone else. Once we have the why, we can figure out the how and what we're going to do.
Te onboarding process we have with our customers is vigorous and in depth, but once we receive as much information off the potential partner that we are speaking to we can then take that away and propose different channels that we can take them down. Does he/she want a gamification brand? A VIP brand? A mass market brand? A mailer brand? And so on.
How does Wiztech’s approach to platform upgrades differ from other companies in the iGaming industry?
Our customer success managers are available to clients daily. When 61
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