Interactive
BETGAMES.TV LIVE CASINO
going into retail outlets because they don't have access to communications networks that have the capability to stream our product onto their phones or have PC’s at home. We know there are territories where retail will remain totally relevant, but we are also seeing a lot of migration from those players to online as well. We have always been desktop/mobile first and our retail presence has always been in support of our online presence.
How do you attract players across the casino and sports betting verticals? How crucial is this cross-selling given the ongoing pandemic?
When we first started developing our games, they weren't in competition with anything else that was existing on the marketplace. Nobody had created games like ours, so the priority was how to educate people on the benefits of our offering. We are not just another live dealer casino, operators will never see the returns from our games that they get from sports bettors or casino players, but we fit somewhere outside of those two. It has got synergies with sports betting, casino and poker but our games give them a new dimension in terms of players spend less but play for longer and they enjoy the experience they are getting.
I'm talking to new clients now because sports betting has temporarily disappeared, yet I'm conscious to mention to them that it is not a casino product. What I mean here is that unlike casino, players won’t have the same propensity to lose larger sums of money or their account balance quickly – it’s all about the retention and engagement factor.
Tese games don't give the same result as sports betting and casino games so it's a great opportunity for people to really understand where our games fit in the grand scheme of things. Further to that, regulators will understand that these are the types of games where people will get enjoyment, bet small, play for a long time and potentially win big – without the risk of losing it all immediately after.
Would you say the simplicity of the games is key to your marketing strategy and player engagement?
Te gameplay is simple. It’s well known that whichever game you are playing, the rules are simple. Be it red or black, higher or lower, a pair or three of a kind, you are betting on fixed odds outcomes so as soon as we make a connection with the player, the model works. Tere are no free spins, bonuses or complex game types. Te only barrier is getting that initial connection and an awareness of our offering.
Do you assist clients marketing your games? P100 NEWSWIRE / INTERACTIVE / MARKET DATA
The UK has struggled for a long time with retail and I agree that the retail customer is a dying breed. These retail punters are typically 60 plus and traditional retail shops have struggled to recruit a new breed of gambler. In many of the more emerging markets we operate in, we know customers are going into retail outlets because they don't have access to communications networks that have the capability to stream our product onto their phones or have PC’s at home.
We advise on game placement, margins, and bet limits, and provide them with all the marketing material we have gathered over the years.
We are helping a lot of our clients ensure they position our content in the right way in the appropriate places on their sites. Some of our customers aren't familiar with online strategies of marketing their products to maximise customer acquisition and retention so we try to help them understand how best to utilise our product for those processes. We’re fortunate that in some jurisdictions
BetGames.TV as a brand is well-known. If you go into a South African betting shop, you will see the
BetGames.TV area. Tat wasn’t something we did consciously, it is something that just evolved over time. In certain jurisdictions, such as the Baltic states and the former CIS states, we will go to retailors and they will say they are familiar with the brand. Ultimately, we work closely with our clients to make sure they get the best out of the relationship.
BetGames.TV recently signed an agreement with Amelco. Could you tell us about the partnership?
Amelco has proven itself to be able to attract large tier one organisations with its sports betting platform. As they enter new markets and look to increase their offering, we believe
BetGames.TV has one of the most proven and successful services operators should be adding for their customers enjoyment. With Amelco adding our content, they can penetrate markets such as South Africa where the public demand our product. Going to market in the region without
BetGames.TV is unheard of as South Africa's retail and online offerings all have our products. Our branding in the region and is very strong and instantly recognisable, as it is in other regions across the globe. In return,
BetGames.TV understand Amelco has a reach which can benefit ourselves in taking our games to players and regions we have not entered yet.
BetGames.TV has also invested heavily in licensing and compliance so Amelco can be assured we are the right partner for their platform and client base.
What qualities do you look for in a partner?
BetGames.TV has been doing what is does for eight years now, growing from a small team to a fully-fledged operation with over 160 members of staff. During this time, we are fortunate to have worked with many operators and software suppliers across the globe allowing us to gather intel to optimise our games and all-round service. Our relationships with our partners are of paramount importance to us and this has been rewarded by their loyalty to us as a supplier. Of course, this would not be worthwhile on both sides if the revenues were not achieved. Given our product was unique when we launched it, we faced an uphill battle taking it to market.
With partners who truly believed, we were able to reap the rewards. Tanks to our team’s hard work, we are live on over 1,300 websites and in over 1,700 retail outlets across four continents, so we are proven as a product. When talking to new clients and partners we look for a similar belief from them that we have seen from our prior successful relationships. A willingness to understand our product and present it to the end
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