FRUITY KING EXPANDS Fruity King
Popular UK online casino brand Fruity King has recently made its debut in the New Zealand market as part of plans to increase its geographical reach. We sat down with James King from
FruityKing.co.nz to learn more about the market and the brand’s plans for the jurisdiction.
Gaming International Online: How long have you been active in the UK market - and is it the only other market you are active in? James King: We have been active in UK market for several years, having begun operating in the region as of 2015. While the UK constitutes a major market for us, we have recently expanding into New Zealand and are always considering other markets where we believe Fruity King will strike a chord with players and deliver the online casino experience they are seeking.
GIO: Why New Zealand? What about the iGaming market there appeals? Does it broadly parallel the UK market in key ways? How? JK: We have seen great potential in New Zealand both in terms of the market and the operators already live in the region and the success they have enjoyed to date. While parallels can be drawn with the UK in terms of player activity, we fi nd that operating under somewhat reduced limitations, when comparing to the current regulations imposed by the Gambling Commission, allows us to offer players in New Zealand improved incentives and bonuses so that they can make the most of their gaming experience with us.
With that been said, it is of paramount importance to us that players enjoy our igaming offering responsibly and within their means regardless of whether they are playing from the UK or from New Zealand.
GIO: Are you establishing (or do you need to establish) a local presence in the country? What does that involve? JK: We will market Fruity King to players in New Zealand in many ways – SEO, PR, digital marketing, social media etc – but we will not be establishing a local presence in the country at this stage.
Fruity King is headquartered in Malta, but the team works from different locations around the world. As we further establish the brand in New Zealand, we may look to build out a small team in the country but for now the casino will be managed by our existing team.
GIO: What are the licensing restrictions like for NZ? JK: New Zealand does not have a local regulator or licensing body, so we are able to enter the market via our Curacao licence. The regulator is one of the most stringent and in order to secure this licence we have had to meet the highest standards when it comes to KYC, AML and of course responsible gambling and safe gaming.
This means players in New Zealand can enjoy the experience we offer at Fruity King safe in the knowledge the casino is reputable while also going above and beyond to ensure that players are protected at all times.
GIO: Is the market there mature or growing? JK: The New Zealand market is without a doubt a growing market with substantial unrealised potential as of yet. We have only just gone live in the market and already we are seeing our player base growing at a sizable rate with every passing day.
GIO: What kind of players does NZ have - do they like a high volatility game, for example? What games are popular there, and what of your offering do you expect to do well? JK: While it is early days, we can see that our New Zealand players have a particular affi nity for slot games of many different types and across multiple providers. Some of our staple games for New Zealand players include slot favourites such as Book of Dead, Bookie of Odds, Starburst and much more. Whilst volatility across these games varies, we see our players enjoying top quality animations and design across the board on our slot games and, of course, the chance to earn a big win!
As such we expect the vast variety of slots we have on offer to do well amongst the New Zealand player base, with something for everyone.
GIO: What further plans for expansion are in the pipeline for Fruity King? JK: As I mentioned earlier, we are always looking at new markets where we believe the Fruity King brand will be popular with players. For now, we want to focus our attention on building our share of the market in New Zealand before we enter our next jurisdiction.
8 NOVEMBER 2021 GIO
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