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Games Global – setting the standard in iGaming

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Games Global made an instant impact upon entering the iGaming scene last May, and has seen wonderful growth in its debut year, firmly establishing itself as the pre-eminent supplier in the industry. We sit down with Chief People and Transformation Officer, Leila Goelz, to reflect on the brand’s impressive success so far and the role its people play in the company’s success.

The last year has been nothing short of a whirlwind, and we have gained great momentum as our company has evolved and our team has grown. Our strategic objectives have been ambitious but we have come together to deliver. I couldn’t be prouder of our Globlalites who have truly embraced the values of Games Global with passion and dedication to achieve our vision, To Be The One.

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Any business is only as good as its people, and at Games Global, we are privileged to have a diverse team, who are the heartbeat of our company. We constantly seek opportunities to drive an engaging, inclusive, and supportive environment where everyone can bring their best selves to work. We want our people to thrive and be the best they want to be.

We’ve defined who we are as a business and created strong corporate values that resonate with our people to build a culture that everyone can relate to and feel a true sense of belonging.  Over a year in and our culture continues to evolve whilst staying true to our values of Authenticity, Boldness, Togetherness and Responsibility.

As a global business, we have carefully created and implemented a range of global policies whilst appreciating the cultural nuances and ways of working within each of our locations and teams. It is not a one size fits all approach. For our business to continue to innovate, evolve, and achieve success we must sustain an environment that fosters diversity, inspires creativity, and breeds innovation.

How the iGaming industry is becoming an interesting proposition

This industry has always been fast paced. This in turn creates exciting job opportunities across the industry with a diverse range of roles requiring unique skill sets. However, we must ensure that we evolve to remain competitive from a talent perspective and the working environment is a key component, as this helps us to underpin the culture we wish to create.

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Technology is obviously key in iGaming and to remain ahead of the curve, technology advancement is critical to success. As such, the industry landscape is rich in opportunities for working with the latest technologies and innovations offering exciting career opportunities. The technology space as a whole is highly competitive and is constantly advancing. iGaming is now competing with the wider technology industry; strategies to attract and retain talent have never been more important.

An environment that is engaging, encourages collaboration, fosters innovation, and appeals to our diverse demographic is critical. Our policies and processes need to support a positive working environment, we must take care of the basic needs of our people, have quality technology and tools and our leaders must be empowered and take accountability to support their teams.

To attract the best, we need to provide and be the best. The iGaming industry has in the past led the way in this space, pushing other sectors to up their game in terms of the working culture.

Hiring of talent within our industry is competitive yet despite these challenges we have experienced a headcount growth rate of over 30%. People have joined us from all over the world across a variety of roles and each bring with them great value to our culture and business.

Retaining the best talent comes with great responsibility. Our People Strategy is committed to the support, development and growth of our people and we take this seriously. Over the past 12 months we achieved a promotion rate of 11% in comparison to SHRM’s benchmarking report stating 6% as the average, but there is room for improvement.

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We have a robust talent management strategy in place which is continually evolving and for 2023 we have a commitment to increasing our internal hires to ensure we are getting our people ready for the next stage in their career which results in a bigger internal talent pool.

Strong internal and external partnerships

Integrating new studio partners worldwide adds to our collective knowledge base and our content portfolio, which engages a variety of audiences and diversifies our product offering.

There are a number of fundamental factors that we look for in our studio partners. We look for brands that are bold but make decisions backed by data and research. We love innovation and seek out projects that push our imagination and leave a positive mark on the industry.

We want to work with creative and passionate people, who share the same drive as we do in delivering cutting edge content. Authenticity is essential, as we aim to remain true to ourselves, to our ethos, and to each other.

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This shared passion and vision allows us to create memorable experiences for players. We are able to boast a catalogue of iconic titles and a constant stream of innovative content that includes the biggest range of jackpot products.

Our diversity is our strength, and it was evident in the quality of work produced and delivered over the past year. We’ve exceeded expectations on multiple fronts and I can’t wait to see how our teams raise the game even further in the coming months.

At Games Global we endeavour to go above and beyond to ensure high-quality products are delivered. We thrive as a team and succeed as one. Together, we achieve. Together, we can Be The One.

Industry News

Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity

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In a highly competitive “bonus blitzing” affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.

At Slots Temple, we believe the “stack ‘em high, watch ‘em fly” approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.

We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.

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When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.

To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.

Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do – exclusively so outside the UK.

Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. It’s about fostering a player base that trusts us and feels comfortable playing with us.

Yes, we’re blurring the lines between affiliate and operator, but our players know we’re not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and it’s important that we maintain that balance. If they thought we were simply out to rinse them, we’d lose their trust, and they wouldn’t come back.

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Instead, it’s about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.

And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.

Of course, within the framework of real-money tournaments, it’s important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.

Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.

Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to users’ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product

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Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.

Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.

 

Author: Fraser Linkleter, CEO at Slots Temple

The post Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity appeared first on European Gaming Industry News.

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ESPN Bet

Penn Entertainment to Lay Off About 100 Employees

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Penn Entertainment plans to lay off about 100 employees as it focuses on growth for ESPN Bet.

CEO Jay Snowden told staff members in an internal email that the changes will enhance operational efficiencies following its 2021 acquisition of Canadian media and gaming powerhouse theScore.

The company employs about 20,000 people.

“When PENN acquired theScore, we hit the ground running with the build-out of our proprietary tech stack and the migration of our sportsbook to theScore’s best-in-class-platform,” Snowden wrote in the memo. “This led us to temporarily set aside any potential organizational changes that would typically follow a major acquisition.”

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Penn went on to say it’s embarking on a new phase of growth in its interactive business, which includes ESPN Bet, a $2 billion branding partnership with Disney’s ESPN. Snowden said the initiatives include product enhancements and deeper integration into ESPN’s ecosystem.

Investors are impatient for Penn to demonstrate its muscle with the rebranded sportsbook, and activist investor Donerail Group has called on the board to sell the casino company.

Rumors have swirled about the potential interest from many other online gaming and brick-and-mortar casino companies.

Truist gaming analyst Barry Jonas wrote in a note Thursday that a sale is unlikely in the near term because of the complexity of a transaction that would likely involve major divestitures.

Penn’s release of new ESPN Bet features this fall during football season should meaningfully improve its product, Jonas said, and a focus on costs indicate the company’s commitment to seeing its investment yield results.

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Penn shares have plummeted 25% year to date. It has missed earnings expectations the last two quarters and lowered guidance.

“Investors continue to wonder what an ESPN Bet success could look like, and how much more investment (beyond what’s guided) it’ll take to reach,” Jonas notes.

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Industry News

iDenfy Launches New AI-powered Utility Bill Verification Tool

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iDenfy, a Lithuania-based identity verification and fraud prevention software provider, has launched its new automated utility bill verification solution. This innovative tool is designed to enhance the efficiency and accuracy of the proof of address (PoA) process, as well as provide businesses with a powerful tool to ensure anti-money laundering (AML) and Know Your Customer (KYC) compliance.

iDenfy’s automated utility bill verification service uses advanced AI to extract and compare utility bill information with customer details in multiple non-Latin languages within approximately 20 seconds. This new addition to iDenfy’s RegTech service package includes key features such as full name verification, as the system extracts and compares the full name on the utility bill with the customer’s provided details, as well as address validation, which verifies the user’s full address in any language or format. This helps companies scale, especially those that operate in global markets or have various partners from different jurisdictions.

According to Domantas Ciulde, CEO of iDenfy, this is a must in today’s landscape as regulations evolve and companies like crypto platforms or fintechs are required to conduct address checks. However, according to Ciulde, there’s a challenge when it comes to user experience, as additional checks like PoA verification add friction for the end user. For this reason, iDenfy’s team wanted to balance out the time that it takes for the customer to complete the address verification by tailoring a balanced solution, utility bill verification.

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“With the utility bill verification solution, our goal was to streamline the process and use AI to widen our capabilities, in this case, accept new formats in more different languages for companies that want to scale faster and offer their customers a seamless address verification check,” Domantas Ciulde, CEO of iDenfy, said.

The post iDenfy Launches New AI-powered Utility Bill Verification Tool appeared first on European Gaming Industry News.

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