…HELLO 2018!


movement in 2018. We have interesting product releases in the beginning of the year, adding to our mobile live offering and I’m very much looking forward to seeing how they are received by the players. It’s also an intriguing thought to see how the rest of the industry will perform if they decide to follow suit. One thing we do know is that technology


continues to grow at real velocity and it’s more than likely we will see live casino on all devices become even more advanced as creators push through the boundaries and take risks when designing their own products. I will also closely follow the process of the


re-regulation of the Swedish market and the expected decision on a new gambling legislation in mid-2018. If that happens a new licensing system is expected to take place in January 2019. So, we will keep preparing for that.


What are you most excited about for NetEnt in 2018? We look forward to the launch of the first web-virtual reality slot game in the market. We demoed Gonzo’s Quest at ICE in 2017 and now it’s 2018, we plan release and distribute it to the market. The also long-awaited release for the


Phantom’s Curse game will finally come to fruition in January and we can’t wait to see the reaction from players and operators, we’re expecting big things over the next 12 months. Live casino isn’t our only focus in the new


year as we’ll also continue to launch new games every month, including ever-popular branded games to follow in the success of Planet of the Apes. The support of Flash media is nearing an end and most web-browser suppliers have announced they will no longer support it. As we’ve just confirmed, we will upgrade and improve all of our top performing games and we expect the industry to follow suit. The move ensures a better player experience as it delivers better graphics, sounds and animations.


Anything else you’d like to say about the passing of 2017 and 2018’s arrival? It has been another fantastic year for NetEnt, as well as the wider industry. Many things are happening, including new trends, ever- changing fundamentals and the pace of development is increasing.


It is a challenge but also engaging and


interesting. The whole sector has grown at a rapid pace over the past 12 months, with suppliers innovating, creating, and bringing new and exciting games and products to market. We have played a big part in driving the industry, of course, and look forward to seeing everyone at ICE in February where we will be unveiling not just one but several pieces of news for you all! Don’t miss it!


Andrew Dagnall CEO, Bettorlogic


What were the biggest events for you in 2017? Agreeing a partnership with Mr Green was a significant event for us this year. The agreement saw Bettorlogic help build their sportsbook 2.0 using expert analytical and modelling insight to provide an unrivalled customer experience. The innovative sportsbook product


development was completed seamlessly through the Kambi API for a far more responsive integration. Bettorlogic focuses on customer betting history to create a Mr Green content experience designed to provide higher engagement alongside the creation of new adventures perfected to increase the entertainment factor. Asia remains a big focus for the business


and we have done some important work around customer profiling. A big part of our growth this year is thanks to our burgeoning development team over in India which has now surpassed 70 developers whom we have trained to be conversant in betting and gaming.


What do you think was the most important occurrence for the industry in 2017? Responsible gaming has rightly been a hot topic in the industry. It’s vital the industry does all it can to ensure gaming remains a form of entertainment and companies can play a big role in this shift. Innovation has been the catalyst for operators’ growth and the same work can be done to develop a safe betting environment. Fixed Odds Betting Terminals are seen as


a divisive subject. Conversations are currently being had about limiting the wager amount and even banning them outright. If the latter outcome transpires then some big companies could stand to lose up to around 200m revenue per year. This will challenge the established order and force operators to


think outside the box to retain market share. It will open up opportunities for more agile operators who are able to create different products. Companies with more emphasis on localisation will be ahead of the mark and can move quickly.


What are you most excited about for the industry in 2018? Russia 2018 will be a massive event. In Brazil there was approximately 40bn wagered worldwide during the tournament and we expect more strong figures despite the powerhouses Holland and Italy missing out. UK fixed odds firms projected around £1bn total and surpassed that mark comfortably. England qualified to give the nation hope once more despite fingers being burned in France by Roy Hodgson’s disastrous showing. Every four years the interest around the


tournament grows which brings more operators into the market. Attracting customers by offering the best user experience possible is the perfect way to ensure operators make the most out of major sporting events.


What are you most excited about for Bettorlogic in 2018? We’re in the process of building a significant piece of software aimed towards making the betting experience even more personal. As the sports betting space continues to become more competitive, operators need to work even harder to grow and increase revenues. Personalisation promises to be a key focus as we move into next year and we’re excited about releasing this latest addition to Bettorlogic’s product portfolio. Our standard reasons to bet product increases turnover by 18-22% and we believe that will increase significantly with personalised displays.


Anything else you’d like to say about the passing of 2017 and 2018’s arrival? One of the main developments, particularly in the UK, has been the consolidation of major brands and it is likely this will continue in 2018. Necessarily when two firms merge, this delays the introduction of new products and therefore offers an opportunity to other firms to improve their offering which they need to stay competitive with the consolidated brands. As all brands offer the same product and with the majority of bettors not being value conscious, how a sportsbook interacts with customers will be key to future success.


JANUARY 2018 97


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