SIGMA PREVIEWS Playson


Playson CCO, Tamas Kusztos spoke to GIO about the supplier’s latest products which will be showcased at stand #CO5.


GIO: With SiGMA Europe set to be a great summit, can you tell us what Playson hopes to achieve by attending the event? Tamas Kusztos: This year we celebrated the company’s tenth anniversary, the summit in Malta gives us the opportunity to showcase how far we have come in that time. We have enjoyed rapid growth and established ourselves among the top tier of games suppliers in the industry. The event also gives us the opportunity to show off our latest releases. We have a fantastic set of game launches planned for Q4 and we can’t wait to tell everyone about them.


Of course, we’re also looking forward to meeting our global network of partners, as well as make new friends and gain industry insights from the experts who’ll be speaking at the event.


GIO: What can visitors expect when visiting your stand?


TK: We’ll be present at the beautiful lounge zone, allowing us to talk business with existing and potential partners in style and comfort. Our design will be based on our latest game release, a breath-taking title which focuses on the exciting world of dragons.


As always, visitors can take part in an exclusive tournament at the event – giving them the chance to try out the new game and win some amazing prizes in the process.


We’ll also be speaking at the conference, so make sure you attend the panel discussion to hear from our Legal Counsel, Andrei Andronic, in what’s guaranteed to be a very informative talk.


Sportradar


Brendan Tinnelly, Head of Paid Social at Sportradar, explores how Sportradar will be turning paid social into an effective acquisition channel for operators at SIGMA.


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ocated at stand #S7, we will be showcasing our paid social media advertising service, which is one aspect of ad:s, Sportradar’s performance marketing platform. Sportradar’s paid social media advertising service is an end-to-end solution driven by artifi cial intelligence and machine learning that provides clients with campaign management, automatically generated advert creative, featuring the latest matches and betting odds, and measurement tools that optimise performance in real time.


10 NOVEMBER 2022 GIO


The service is being adopted by operators as they look to differentiate their casino games offering. There are thousands of casino games available on the market, but in my experience most operators promote the same half a dozen titles to their customers because it’s nigh on impossible to personalise advert creative at scale. The ad:s paid social service changes that, providing operators with the means to deliver personalised and highly targeted advert creative at scale across the META social media platforms of Facebook and Instagram.


Through our Dynamic Ads service, we’re able to produce data-driven personalised advert creatives, for virtually every casino game offered by our customers. Our solutions allow customers to combine their own brand assets and promotional messaging with our database of rich game imagery for thousands of casino games to generate personalised creative that fully represents the breadth of our clients’ casino offerings. This means, for the fi rst time, marketers


are able to easily move beyond just advertising the biggest and newest games, and instead promote their entire catalogue of casino titles, which can often number in the hundreds, if not thousands. Additionally, thanks to our scale, serving millions of weekly ad impressions, as well as our deep technical integration with the social platforms, our technology ensures that each of those personalised creatives are served to the right user – all while minimising campaign management overhead costs typically needed to deliver such personalisation. The end result is more personalised, better performing campaigns, delivered with dramatically reduced creative production and campaign management needs. While the technology is helping to streamline processes and alleviate some of the operational pressures faced by operators, the insights they receive on how specifi c advert creative has performed is helping to shape future marketing activities, not only on social channels but across other acquisition platforms also.


GIO: What can your fans expect for the rest of 2022 and beyond? TK: In the fi nal quarter of the year, we will introduce new titles that encompass new mechanics and fresh themes, including some captivating characters and designs. The return of the holiday season will also bring forward a range of Christmas-themed network promotions, tournaments and other activities.


In 2023, we will continue diversifying our popular portfolio with a variety of new titles that will complement our already high performers. Meanwhile, we’ll also introduce a new range of promotional tools, whilst upgrading existing ones.


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