Industry News
Alphamax broadening the player base and setting the pace in digital gaming
Blueprint’s head of corporate accounts Nicola Wallbank talks us through the Alphamax cabinet which is setting the agenda for pub gaming machines.
Blueprint’s Alphamax cabinet with its high definition, edge-to-edge screens, an updated button panel, market leading note acceptor, ultra fast processing power and a pipeline of compelling content designed to suit modern consumer tastes, is succeeding in attracting new pub players and in the process building machine revenues.
Following its launch in Q4 2019 and high profile showings at ACOS, EAG and most recently at ICE London, the Alphamax has become the industry’s most talked about Category C game. “The Alphamax is a result of listening to and responding to what our customers want and need for their operation – which explains why the order book is so healthy,” confirmed Blueprint’s head of corporate accounts, Nicola Wallbank. “The market is searching for exciting new innovations and that’s exactly what we are providing with the Alphamax. Players want their gaming entertainment delivered courtesy of the large screens they have become accustomed to at home and in terms of the variety of gaming content it’s no longer a case of one size fits all with our teams of games creators designing for a range of different demographic groups and tastes.”
With the digital genre helping to make low stake gaming more mainstream and easier to understand, thereby attracting new players to the gaming entertainment experience, Blueprint has also addressed the specific operational issues which can have a huge impact on performance and income. The use of the Merkur MD100 note acceptor is a case in point. “Maximising machine uptime is a key objective for everyone in the supply chain – manufacturer, operator and PubCo – and the feedback we’ve received shows that the MD100 has helped to reduce refills by some 40 percent” stated Nicola. “The MD100 reads the entire note which not only reduces the risk of fraud but it also improves player confidence and enhances the player experience by accepting a very high percentage of notes.”
She added: “Gaming machines that look outstanding and complement a pub interior are part of the quality offer that consumers demand and cabinet design is crucial in what is a fiercely competitive market. The Alphamax is the result of talking with and listening to our customers. Every point of contact the player has with the Alphamax is smooth, fast, intuitive, trouble free and has the influence of the world famous Gauselmann brand running through it. Based on the response we continue to receive from the market I am confident that Blueprint is setting the pace in digital gaming entertainment.”
Bragg is going to attend the SBC Summit North America taking place at the Meadowlands exposition center, New Jersey in May.
“See you in the Garden State to discuss how Bragg’s full-service suite of market leading iGaming content and technology solutions can be tailored to suit the demands of the U.S. market. Connect with members of the team to learn ways Bragg can accelerate your business with our technology, content and managed services solutions. Discover more about our award-winning Player Account Management (PAM), which is leading the way across the European market and in multiple regulated markets. Learn how our cutting-edge content aggregation RGS which already integrates a host of casino, sportsbook and lottery operators and is supported by our leading gamification product Fuze,” the Company said.
Participate in an insightful discussion
Join Bragg Group Director of Content Doug Fallon and fellow panelists at SBC Summit North America to discuss how game design can be leveraged to deliver profitable products in the iGaming industry.
Don’t miss this great panel discussion “Game Design 101: Launching a Profitable Product” taking place on iGaming Stage 3 at 16:00 on Wednesday, May 8.
DraftKings announced the appointment of Lori Kalani as Chief Responsible Gaming Officer reporting to DraftKings’ chief executive officer, Jason Robins. Kalani becomes DraftKings’ first Chief Responsible Gaming Officer committed to the continued elevation and integration of the company’s player safety and protection activities and initiatives across all facets of its platforms and player communities.
“Responsible gaming is one of our top priorities and it is a core part of our mission to build games that our customers can enjoy responsibly. In this leadership role, Lori will further advance our responsible gaming initiatives and uphold our commitment to setting new industry standards,” Jason Robins, CEO and Co-Founder of DraftKings, said.
Leveraging a systems-based approach, DraftKings’ responsible gaming initiatives utilize, among other things, technology, employee training, evidence-based research, collaboration with third parties and advocacy groups, and comprehensive player education to promote responsible play across all platforms and all player communities, and to provide players with tools to help them manage their play responsibly.
“I have long admired DraftKings’ impact as an entertainment and engagement platform that brings a community of gaming enthusiasts together. Joining DraftKings represents an exciting opportunity for me to bolster the efforts of the company and look for opportunities to reinforce our responsible gaming initiatives. I am eager to partner with colleagues, regulators, industry leaders, and community advocates to further demonstrate DraftKings’ commitment to responsible gaming and promote a healthy gaming environment for all customers,” said Lori Kalani.
Kalani’s extensive experience in consumer protection law and proven accomplishments in developing working relationships with regulators, attorneys general and other key stakeholders will enable her to effectively work alongside DraftKings’ Compliance team to further cultivate DraftKings’ dedication to best-in-class consumer safety and protection practices.
Kalani previously was a partner at the Cozen O’Connor law firm and Co-Chaired the State Attorneys General practice. Her extensive background spans diverse industries including gaming, social media, telecommunications, hospitality and healthcare. Kalani’s nuanced understanding of regulatory environments and her expertise in representing clients in industry-shaping challenges that intersected law, politics, and policy make her the ideal leader to advance DraftKings’ responsible gaming initiatives.
Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.
“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.
“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.
The post Kindred’s Share of Revenue from High-risk Players Shows Slight Increase appeared first on European Gaming Industry News.
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