Interactive
HARD ROCK INTERNATIONAL SOCIAL CASINO GAMES
Social Casino: building brand engagement
KamaGames has launched a new app in partnership with the iconic global brand, Hard Rock International. The app, titled Hard Rock Blackjack, contains the most popular casino- style games in the Kamagames portfolio
Kresimir Spajic, SVP Online Gaming, Hard Rock
G3 speaks to Kresimir Spajic, Senior Vice President of Online Gaming and Sports Betting at Hard Rock and Andrey Kuznetsov, CEO at KamaGames, to find out more about the agreement.
Kresimir, what attracted you to KamaGames' social casino offering?
Andrey Kuznetsov, CEO, KamaGames
Hard Rock is focused on building an expansive online player community by adding complementary player experiences into the Hard Rock free-to-play game portfolio. The goal is to do so through long-term strategic collaborations with select partners.
P76 NEWSWIRE / INTERACTIVE / MARKET DATA
Following Hard Rock’s initial success with a slots-focused Hard Rock Social Casino product, we saw an opportunity to give global Hard Rock fans an incremental social casino focused on table games, especially blackjack and multiplayer poker. When we looked at the space, KamaGames was the clear market leader in both the performance and quality of games offered. Te fact that their product was available in 28 languages made it even more compelling for the Hard Rock brand, as it matches the global distribution of Hard Rock Cafe, Hotels and Casinos in 75 countries.
Where does Hard Rock Blackjack sit within Hard Rock's free-to-play games library?
It’s a logical and complementary addition to the Hard Rock free-to-play portfolio. Te Hard Rock Blackjack game focuses on the player preferences we weren’t addressing with the existing offering. By creating a wider range of choices for players, we’ll expand the participation of current Hard Rock members and guests while acquiring new players into the Hard Rock universe.
How have free to play mobile games impacted
Hard Rock's level of interaction with guests at cafes, hotels, and casinos around the world? How does one measure brand engagement?
We look at brand engagement from the various Hard Rock free-to-play offerings in a couple of different ways; standard mobile gaming metrics like sign-ups and DAU help us understand the brand exposure and online community we’re building. In the Bricks and Mortar space, we can directly track increased visitation of Hard Rock Cafes, Hotels and Casinos from the player base which is participating in the Hard Rock mobile games. Te additional Hard Rock branded experiences available anytime, anywhere has been fantastic for the global business, and we’re really excited about the Hard Rock Blackjack game to expand on that success as an incremental guest experience.
How do you see the partnership developing beyond the Hard Rock Blackjack portfolio?
Hard Rock is focused on building an expansive online player community by adding complementary player experiences into the Hard Rock free-to-play game portfolio. Te goal is to do so through long-term strategic collaborations with select partners. We view the partnership with KamaGames as such a relationship where we will both grow and thrive together; what that means for the future, we’ll have to wait and see!
How does the partnership further Hard Rock's market ambitions in the social casino space? Is the agreement part of a larger expansion plan?
Hard Rock has been focused on building and expanding its free-to-play online gaming business that allows us to address the existing Hard Rock guest community while bringing new fans into the fold. We operate some of the most popular casino locations in North America, with everything from the newly opened Hard Rock Sacramento at Fire Mountain to the recently opened expansion at Seminole Hard Rock Hotel & Casino Hollywood with the world’s first Guitar Hotel. Social casino has been a core part of our business since the beginning of our involvement in the free-to-play industry. It serves as a very compelling extension of the Hard Rock Bricks and Mortar casino marketing & loyalty programmes and will continue to do so as a means of 360-degree engagement with Hard Rock fans. By extending the Hard Rock brand into the social casino space, we’re also
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