Pulse IGAMING EVOPLAY Evoplay: the winning
combo to please igamers and sports bettors
Vladimir Malakchi, Chief Commercial Officer at Evoplay, explains that by giving iGamers and sports bettors what they want - a football- tailored environment with a gamified betting feature –casino game providers can please two audiences at once.
How significant is the cross-sell opportunity for the upcoming World Cup?
As an international tournament which features countries from all over the world, the World Cup is an event that everyone must facilitate – especially sportsbooks and casinos. Drawing a parallel between sports bettors and iGamers, it’s becoming apparent that they both desire a true betting experience.
Cross-selling products which include a betting feature and football setting allow us to cover this audience’s demand, and with grand-scale events like the World Cup taking place, it’s the best time to capitalise.
What more can igaming providers be doing to tap into the World Cup betting fervour and convert traditional sportsbook punters into casino players long term?
From our experience, I’d say that the solution is to create games that not only drive traffic to both sportsbooks and casinos, but have a long- lasting effect which retains players and doesn’t bind them to a specific sporting event.
Tis can be done by offering both iGamers and sports bettors what they want; a football- tailored environment with a gamified betting feature. Tis approach and focus on the sports betting audience has formed the backbone of our football pack, consisting of World Cup- inspired titles, allowing players to lean on the excitement of a huge competition anytime and anywhere.
Can operator partners do more? Is there room for improvement in the positioning of football- themed casino titles and promotional casino tie-ins?
football package of each game unleashing the entertainment that such tournaments are renowned for. We’ve made a winning combo of a betting feature and diverse gameplay, allowing us to please two audiences at once – those who wager on sports and traditional casino players.
Is doubling down on gamification key to tapping into the sports betting punter psyche?
I would say that while a betting feature is important, it is the innovative gamification tools that help maximise the potential of a product. Wrapping the betting experience into gamification, particularly the atmosphere of the stadiums which greatly adds to the competitive spirit and social factor, and this can be achieved through leaderboards and live chats, allowing you to attract a broad audience.
Do these types of titles have a limited shelf life? Are they designed for long-term success?
Vladimir Malakchi Chief Commercial Officer Evoplay
Te 2018 World Cup generated an outstanding €136bn in placed bets around the globe, which sounds particularly attractive to game developers and casinos. With FIFA marketing working at full capacity, the event creates extremely favourable conditions for iGaming providers and operators to benefit from it.
To stay ahead of the competition, it is essential not only to develop products themed around the event but also to adapt your marketing strategy to benefit from the increased traffic surrounding it.
Citing Evoplay’s football package as an example, we’ve actively introduced it to the iGaming community as a World Cup-tailored product. To bolster the process, we use various channels, types of promo materials, and activities for players where they can enjoy the games to the fullest degree.
What products and features have you launched ahead of the event?
We have strengthened our product line to make it more World Cup-oriented, with the exclusive
If we speak about sports-themed titles, they are a real catch for casinos and sportsbooks, as they provide bettors with an additional portion of entertainment during the event, and once the event comes to a close they can place a bet on the spot without waiting for a special occasion.
Te aim of cross-sell games with football elements is to supply sports fans with around- the-clock excitement, mimicking the entertainment they experience in international tournaments like the World Cup.
The 2018 World Cup generated an outstanding
€136bn in placed bets around the globe, which sounds
particularly attractive to game developers and casinos. With FIFA marketing working at full capacity, the event creates extremely favourable conditions for iGaming
providers and operators to benefit from it.
NEWSWIRE / INTERACTIVE / MARKET DATA P45
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