Pulse
AGRREGATION MARKOR TECHNOLOGY
One of the biggest struggles every supplier has is getting their content onto operator homepages. If you're not on the homepage, you're not going to drive traffic. It's the same if you're not with tier one operators. With our exclusive studios, we also provide advice on certification. To be on tier one operators, you need to have your content certified in multiple regulated markets or its uninteresting to the likes of Entain and Paddy Power. They are global.
As an aggregator, we need to be seen as an extension of operator teams. A resource that they don't pay for per se, but they can rely on us as if we are part of their team. Without doing this, you're not adding value. As an aggregator, it's slightly more expensive and there is an additional layer than going directly to suppliers, so you need to add value. To do this, your team needs to be extracting information from suppliers and proactively providing it to operators. We speak to our operator partners daily because the more you work with them, the more we understand how they operate and the better we can serve their needs.
On the flip side, how does this balance out with your supplier relationships?
All our suppliers are trying to push their content ahead of others. It's not easy to keep all of them happy because traffic needs to be spread across. It's about having an open and trusting relationship, making them aware that some of the content won't be relevant to certain operators but where it is relevant, we will really push their content with promotions around it so they can see the value.
At Pragmatic Play, we were a tier two supplier, then when we started to give discounted content and promotional offers, we saw better positioning, greater volume and subsequently more promotions and greater exclusivity. As an aggregator, we need to take that first step and show suppliers the potential.
Once they see this potential realised, they will support us. All our team has an extensive track record in the industry, so they trust us as individuals which is great. As an up-and- coming aggregator where you struggle at the beginning is volume. Getting supplier trust with good commercials, promo spend, and content exclusivity will help us bring on board operators. It's very much a circle of trust.
How does Markor work with studios to make their content more appealing?
Markor as a business is part of a bigger group of companies and at the heart of it is data. We have a lot of data driven tools which we utilise in our cooperation with studios. Te beauty of
P82 WIRE / PULSE / INSIGHT / REPORTS
being an aggregator is you have many operators and suppliers - you can clearly see what type of content performs well in different markets. We share this information. Of course, we do so without stepping on toes - we can only advise - and do this through the exceptional account management team who are communicating with them daily. When they see this information and how it's well constructed and educated, they trust us more.
Of course, we don't reveal to suppliers who the operators are that we're sharing certain information about, but we have the data and exposure that can be used to our advantage. Younger studios tend to make mistakes at the beginning. I've worked in established studios such as Microgaming and newer start-ups such as Pragmatic Play, so I understand where studios can go wrong. Young studios are appreciative of insights - there are many elements of a successful game. It's not just the math, the engine, graphics, sound, theme. It's also about the engagement tools behind the game.
One of the biggest struggles every supplier has is getting their content onto operator homepages. If you're not on the homepage, you're not going to drive traffic. It's the same if you're not with tier one operators. With our exclusive studios, we also provide advice on certification. To be on tier one operators, you need to have your content certified in multiple regulated markets or its uninteresting to the likes of Entain and Paddy Power. Tey are global.
When they take content through an aggregator, they want to distribute across multiple brands in as many markets as possible. It's fine to start off with above average quality graphics, but to get positioning and tier one operator interest it needs to be high level. Tere will be more deals to be announced this year regarding our exclusive studios which will then make us more appealing as an aggregator. We then have unique content which we've been able to somewhat influence.
What kind of influence does Markor have on how content is positioned on operator lobbies?
We do, coupled with the information we get from the suppliers themselves. It's very common if you look at the top game suppliers, they will be launching two to four games per month. Not all of them will be a good performing game. We in advance know this and advise which to focus on and promote on the homepage.
If you have an account manager that tries to push every single game, it's not going to be successful which has negative repetitional effects. We try to understand operator’s customer base, and as our understanding improves, we ascertain which game types will perform better and those are the ones we push. In turn, game suppliers who benefit are appreciative.
What value does the recently penned Sumsub partnership bring to Markor’s offering?
At the heart of it, we're a technology company.
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