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…HELLO 2019!


Mikael Hansson CEO, Enteractive


Rob Lee Commercial Director, Realistic games


What was great about 2018? We concluded a highly successful 2018 with the launch of our new (Re)activation Cloud service, which is an industry-first AI-driven platform designed for large-scale personal player retention and win-back. Betsson Group were the first to go live with the automated service, which allows operators to connect to our proprietary platform for comprehensive player reactivation and activation with 100% maintained real-time control and utmost security. It’s generated a lot of interest since going live, as operators can re-engage with their player base through our one-to-one personal conversations, resulting in up to 50% of players re-depositing.


What were the main challenges facing the industry in 2018? GDPR was a challenge for the majority of organisations. Those who opted to go down the route of explicit consent as a legal ground quickly found out it was not the best decision, as it makes them unable to contact a large chunk of their database. Legitimate interest is a far more effective basis for data processing, but this approach isn’t as straight forward as it requires changes to CRM tools.


What are you personally excited about for 2019? It’s going to be really interesting to see how the Swedish gambling market plays out when its new regulatory framework is introduced at the beginning of 2019. The bonus restrictions, which limits operators to pushing a single welcome offer to customers, means firms cannot rely on a promotional tool which they regularly use. I think we’ll see more companies change their approach to customer engagement, such as through personal communication. We know for a fact that this approach works, as our own reactivation service helps to build stronger relationships between operators and players, without the need to send out a generic email offer. 2019 will mark Enteractive’s 10-year anniversary, and to


celebrate this we have decided to exhibit at ICE 2019. This is a first for Enteractive and offers a great opportunity to meet with potential new customers, as well as engage with existing clients. The whole industry is under one roof for three days, and it’s a fantastic way for us to discuss with delegates how our services can improve their business going forward.


What was great about 2018? This year we were very pleased with the launch of Realistic Roulette. It is our first immersive 3D version of the table game which was designed to recreate the land-based experience online. It has been well received by operators and players alike, particularly with the offering of operator branded tables to differentiate the experience. It was a real statement by us, and a challenge to the view that tables games are a commodity.


On the commercial front,


we’ve integrated with several new operator partners, including Playtech’s Open Platform. Most significantly, our existing relationship with bet365 and the certification of our games in Estonia and Denmark allowed us to go live with them in these markets, giving a new audience the opportunity to enjoy our slots and table games.


What were the biggest challenges in 2018? I think there have been two distinct challenges for us this year. The first has been keeping up with regulatory and compliance requirements across multiple markets, both in terms of the new markets we have entered and the changes to regulation in existing markets. The second has been in the advancement of available technologies. New browser support for WebGL


has enabled us to build games like Realistic Roulette in a way nobody has been able to do before. But using new technologies means there are extensive research and testing processes to go through which can





be time consuming and frustrating. The end product is worth it, but it takes a lot of hard work and dedication to get there.


What are you excited about for 2019? We have a number of deals in the pipeline that we are excited about and will increase our visibility among even more major operators and across the best aggregation platforms. We’ll also be unveiling our first progressive jackpot game in the spring, which will be a great recruitment tool for our partners. It will hopefully excite the players too and introduce even more to our games.


Any personal New Year resolutions you’re happy to share? I’m not a great one for making resolutions, to be honest. I just hope 2019 brings a continuation of good things for my colleagues at Realistic and my friends in the industry – not to mention Arsenal Football Club!


The AI dream is now an attainable reality,


provided that you have a modern platform that can facilitate these advances


RICHARD THORP ” JANUARY 2019 107


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