A LOOK BACK – AND FORWARD
CEGO Allan Auning-Hansen, CEO
Back in 2020 we launched our Swedish facing brand, Lyckost. This was our first brand launch outside of Denmark and in a market with incredibly strong regulations in place. Clearly this is a challenging market to operate within and it has been great to see how players are appreciating our inhouse developed games We have learned a lot from operating Lyckost in Sweden, and we have used these lessons to launch our latest online casino brand, HappyTiger, in the UK market. The casino soft-launched in Q3 and we will be ramping up marketing efforts in the New Year.
The entire CEGO team is excited to see HappyTiger find its feet in the highly competitive UK market. We launched with a product that stands out from many brands in the market and based on our ethos of providing high levels of entertainment through in-house developed content and where the focus is on long playing sessions with low stakes and not the pursuit of big wins. Casual gaming is in our DNA, and we
believe that ultimately it is the way regulated markets will be forced to go. Regulators are tightening their requirements to better protect players, and our approach to online casino aligns with this perfectly. HappyTiger has hit the ground running in the UK and as we add more games to the lobby, we expect
engagement to reach new highs. We are also looking forward to launch and updated Bingo platform across all of our casino sites. Again, this is in line with our approach to offer players unrivalled entertainment through long playing sessions from low stakes. We are going to see continued consolidation for sure. Some of the recent deals that have been announced are frankly mind blowing, but I think they will become the norm throughout 2022 as the land-based giants from the US look to buy their way into the online market. The US market itself will be interesting to watch play out and there will be more markets that look to legalise and regulate online gambling. In those markets already live, regulators will look to tighten their rules and requirements in an effort to transition the industry towards more casual and recreational gambling. This is what CEGO has focused on from the beginning and I believe we are in the driving seat to capitalise on the changes that are not going to happen, but are already happening.
Sports Games TV Vladislav Artemyev, CEO
Witnessing SportGames TV make its debut is absolutely the most important occurrence of 2022 for me and a moment that I am incredibly proud of. Live casino has taken the iGaming industry by storm and is expected to account for more than 50% of the market by 2025, but to date there has not been a similar product developed for sports betting. SportGames TV fills this gap with a highly entertaining product that allows players to wager on real sports events 24 hours a day, seven days a week. It works in the exact same way as live dealer and is operated out of a studio with the footage of the game broadcast live to players on their desktops and mobiles. It has already proved to be popular with the operators that have launched live sports games – they are recording on average 100 bets per player per month with an average turnover of €335 per player per month. These are really strong early numbers and we only expect them to improve.
We have initially launched SportGames TV to operators targeting Eastern Europe and the CIS region, but in 2022 we plan to
significantly increase our footprint internationally. We will also be adding more sports to our portfolio and will be bringing new tools and features to the market to ensure that our games deliver the best possible player experience. I predict that live sports games will take the market by storm. You just have to look at the success of live casino to see how popular interactive, live gambling content can be among players in countries around the world. Bettors are now demanding this type of content, and the ability to bet on live sport 24/7. To meet this demand, operators will have to offer live sports games.
GIO JANUARY 2022 17
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