…HELLO 2018!
Martyn Hannah Director, ghostfoundry
What was the biggest occurrence for you in 2017?
Flicking the switch on ghostfoundry in late December. The business went from zero to launch in just a couple of months, so it was a frantic – but fun – end to the year. The growing scrutiny operators and suppliers are under when it comes to the methods used to advertise their brands, products and services means content marketing is more important than ever before. We are the only content marketing agency specialising in gambling. We have built a network of expert writers who produce unique, quality content that allows operators and suppliers to form honest, trustworthy relationships with their target markets. Top-notch content, and the superstar writers that produce it, are key to the success of any content marketing strategy, and our ghosts are the best in the business.
What do you think was the most important occurrence for the industry in 2017? The ongoing scrutiny – from the government, regulators and public – that operators and suppliers find themselves under. It is clear the issue won’t be swept under the carpet, and that significant change is on the horizon. That said, while methods such as affiliates and TV
Nik Robinson CEO, Big Time Gaming
What were the biggest events for you in 2017? The success of our slot game Bonanza; it has become one of the most spun slots across the major operators and suppliers – including LeoVegas, Sky Vegas, and William Hill – picking up a raft of awards in the process such as Video Slot of the Year and Casinomeister Game of the Year. Another of our games, Danger High Voltage, has built a loyal fan base among gamers and streamers alike, based partly on their love of the song by Electric Six and the thrill of the insane “Epic Win” potential with every feature choice. Finally, our latest release, White Rabbit, has been a major success for us with the realisation of Feature Drop. This ground-breaking functionality has put us a step ahead and 2018 will see us build on this innovation with concentrated imagination. We are extremely excited to reveal where the concept will take our players next.
What do you think was the most important occurrence for the industry in 2017? The UKGC’s decision to clamp down on inappropriate game advertising is significant. The reputation of online gambling and particularly casino is not great right now, and more needs to be done by operators to be open, honest and transparent with consumers. The Commission is taking a hard-line stance in other areas, too, including the themes suppliers use to base their games around. The concern here is that some of them appeal to children. Going into the new year, this means that both operators and suppliers must focus on rebuilding the reputation of the industry.
advertising have caused concern, content marketing activity has remained out of the firing line. The reason is simple;
successful content marketing requires businesses to build genuine relationships with their target market via authentic content. It is about providing potential customers with high-value information, but without expecting something in return in the form of a conversion or sale. This may seem counter intuitive, but it is the only way to build brand equity among savvy consumers.
What are you most excited about for the industry in 2018?
The global gambling industry is constantly evolving. The rise of betting on eSports, innovative live casino products coming to market, the USA inching ever closer to legal sports betting, new casino and sportsbook brands entering the fray with the intention of shaking things up – these are just a handful of factors that will shape the industry in the coming 12 months. Throw into the mix new and emerging
markets, virtual and augmented reality, online poker showing signs of growth for the first time and a few major sporting events and it’s clear to see why 2018 is going to be another fascinating year for the industry.
What are you most excited about for your own company in 2018? For ghostfoundry to really start stretching its legs. We wanted to soft-launch the business by the end of 2017 as we already have a couple of clients on our books. Next year is all about spreading the word as to who we are and what we do, and the value of
content marketing. We provide services for all stakeholders, from operators to suppliers via affiliates and regulators, and can’t wait to get cracking.
Anything else you’d like to say about the passing of 2017 and 2018’s arrival? It has been another great year for the industry, but success shouldn’t be taken for granted. The next 12 months will be tough, with more scrutiny and bad press likely. Operators and suppliers are so good at so many things – gold-star customer service, cutting-edge technology, delivering excitement, entertainment and fun to consumers – but they are going to have to really dial in on compliance. This is on several levels, from improving
responsible gambling measures to how brands and games are advertised to consumers. Content marketing can play a vital role in changing the perceptions people have about the gambling industry, and for the better.
What are you most excited about for the industry in 2018? We are always excited about new Casino brands enter the fray as they are lean and nimble enough to change the game. There are a couple and I won’t mention any names but they could really change the landscape in the next 12 months. You know who you are! I also think we will see great innovations come out of blockchain, leading to transparent, trusted, cryptocurrency casinos. Here at Big Time Gaming we already have partnerships in the works with such casino operators.
What are you most excited about for your own company in 2018? Nothing excites me more than the Big Time Gaming roadmap. We have several astonishing new games due for release over the first two quarters of 2018, one of which is yet another total game-changer and as always, I really mean it! Moving into 2018 we have an incredible amount of network coverage
in regulated markets, including Canada and will be finally moving into the US, with Golden Nugget and Betfair.
Anything else you’d like to say about the passing of 2017 and 2018’s arrival? 2017 has been a transformative year for Big Time Gaming, and we have built a solid reputation as the go-to provider for a broad range of platforms and operators. Our serial triple digit growth has been down to pushing the boundaries of innovation and understanding market opportunities, we will not change our mantra of quality over quantity to deliver the next wave of gaming innovation.
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