22 minute read
Gaming
from SBC Leaders Issue 21
by SBC Global
CREATING A STAND-OUT EXPERIENCE IN ARKANSAS
AS MORE STATES CONTINUE
to legalise sports betting, we shine a spotlight on Arkansas and how local partnerships can help pave the way for growth in this market
BY CRAIG DAVIES
Back in March, Arkansas was one of the latest states to join the legal sports betting club. So as more companies eye up new opportunities in the Natural State, what can operators and suppliers do to stand out from the competition?
Speaking to SBC Leaders, Brandon Walker, Head of Amelco USA, and Victor Araneda, Chief Business Development Officer of GAMING1, discuss the competitive opportunities and regulatory challenges within Arkansas before highlighting the importance of local partnerships.
SBC: How would you assess the licensing structure within the Arkansas market? What competitive advantages, or disadvantages, does it possess when compared to other states?
BW: Arkansas has taken a unique homegrown approach and it will certainly create an innovative playing field for their casinos. As of now, there are currently three casinos in the state of Arkansas, with one more being built. In theory, each of these casinos have been granted two licences – allowing for eight joint ventures of their choice with online platform and sportsbook suppliers to power their operations.
I suspect, however, that not all these casinos will be making use of their second licence as they’d like to keep the first for market share. When it comes to competitive advantage, this means that we have the ability to flex our muscles when it comes to what we
Brandon Walker, Head of Amelco USA
Victor Araneda, Chief Business Development Officer of GAMING1
have to offer. In this structure there is a massive advantage for the local brands’ exposure – where they can take the initiative in providing online sports betting for the state.
By partnering with us, this means that Saracen, a local casino, can get the best of a big-brand sportsbook that services the likes of Fubo and Hard Rock elsewhere – and now deliver it in a way that can really provide an advantage to the local community.
When it comes to disadvantages, Iowa and Tennessee could draw interesting comparisons here. In contrast, their licensing models are open to far more applications.
Inevitably, this can result in a lot of deadwood with average products and systems. I believe less can be more and, in the case of Arkansas, this could really be an advantage when it comes to providing a top local playing experience. VA: GAMING1 has been the preeminent proponent of this type of licensing system at an international level for well over a decade. We know from experience how crucial it is for the long-term viability of brick-and-mortar operators to be allowed to expand their operations to an interactive environment.
This is something we’ve seen in our own land-based markets transitioning from pure retail in Belgium, France and Switzerland, as well as with several of our international partners. Without the ability to transition, traditional casinos face an existential threat.
The key advantage this structure provides to lawmakers, regulators and patrons, is that traditional operators tend to have strong ties, sometimes decades long, to the communities they serve.
In most cases, operators like Southland have spent significant amounts in creating the infrastructure, brand recognition and best practices, not to mention their function as job generators. Allowing fly-by-night operators, many of which were in operation before regulations were in
place, is a mistake that can be easily avoided by approving frameworks similar to Arkansas.
SBC: With only a select number of operators anticipated to enter Arkansas’ sports betting arena, how do you propose to stay ahead of the competition? Do you believe this approach will benefit the market in the long term?
BW: Yes, this approach will benefit the market long term. When you break it down you get a perfectly specialised offering homegrown book, local brand, with the revenue being re-invested in the community.
Saracen will be a great boost to the local economy if we ensure we provide them with the best betting app in the state. If we can do a great job providing the tech, they’ll have serious market
share as players will have no need to look elsewhere.
To do that, it’s all about consistently delivering the best in new technology, features and customer support. Key to the early days of going live for any operator is to listen to initial customer feedback in real-time and enhance your product accordingly.
The first days of delivering your player UX cannot be understated – you can look at social media to see why. One major blip or downtime during your first few days really can make or break your brand’s success.
In such a college sports heavy market as Arkansas, we also need to ensure we provide more content, events and games than our competition. So much so, that we’ve actually launched a league and market-specific trading team to work with Saracen Casino. This means that our trading team is manually creating its own new markets with Saracen to cater to localised demand for college sports. VA: Just like regulators have a responsibility toward safeguarding the long-term viability of local businesses, so do operators towards their patrons. This is more so the case where players only have a handful of options. We believe that generating omnichannel experiences with our casino partner is key to that success. This type of transformational change requires significant work and commitment from all team members.
It starts with the right choice of partner, surrounding your operation with time-tested principles and practices, and continues with stepping up operational capability and having a collaborative mindset toward product development. We trust our partners' understanding of their market, and we know our tech leads can deliver a product that fits the needs of the local player base.
We know Southland’s importance to their community of Arkansas and we are thrilled to be on this journey together. •
ONTARIO: THIS IS NOT A RACE TO THE FINISH LINE
AMANDA BREWER, Country Manager Canada at Kindred Group, explains the reasons why Ontario would do well to learn from the US markets and self-regulate their spend and promotional activities for profitability
BY JAMES ROSS
Channelisation is key for the success of any locally regulated market and to be successful, licensed operators must be given the right framework to operate in a competitive way.
Speaking a few months after the launch of the Ontario igaming market, Brewer delved into the province’s transitioning period of licensing, what the market has experienced - and learned - in the months since opening up, challenges that have appeared, home market advantage and the future of Ontario.
SBC: Why is Ontario so unique when compared to other model jurisdictions?
AB: I couldn’t be prouder of Ontario for launching North America’s most open igaming market. With approximately 40% of Canada’s economy and 37% of the national GDP, Ontario offers an open licence model (no tethering) and the ability for operators to provide both sports betting and igaming, including DFS and esports.
The province is home to a strong digital technology sector, a highly skilled and multilingual workforce, strong capital markets, and a competitive tax climate - all key
measures that make Ontario an attractive location.
SBC: Since the launch in April, what have you learned about the market?
AB: There is room for healthy competition and most of the leading operators in the world have already launched in the market. While the volume of advertising has risen noticeably, it feels responsible.
Offering bonuses or inducements anywhere but an operator’s landing page or through direct customer marketing is prohibited, which means you won’t be driving downtown Toronto or Ottawa and see billboards with bonus or sign up offers. I think this has helped launch the market in Ontario more smoothly.
SBC: A transitioning period of licensing is currently tolerated through the application process. But does this just transition from grey to black? And what damage, if any, does this cause?
AB: The short answer is you only have two options in Ontario: apply and be granted a licence or exit out of the market. The “transition” period won’t last much longer.
However, the Alcohol and Gaming Commission of Ontario (AGCO) has an open application process, so operators (non-grey market ones) can apply at any point in time.
While you are correct in saying that the former grey market is now a black one, the AGCO has indicated a willingness to work with applicants to bring them into compliance. Operators pay a licensing fee to initiate the application, so there’s incentive to see the process through to completion. It stands to reason that there
WHEN WE ENTER A MARKET, IT IS FOR THE LONG TERM THE SHORT ANSWER IS YOU ONLY HAVE TWO OPTIONS IN ONTARIO: APPLY AND BE GRANTED A LICENCE OR EXIT OUT OF THE MARKET
will be enforcement actions taken for suppliers who continue to service black market operators.
SBC: So what challenges does this cause from a customer retention standpoint?
AB: Kindred will continue to take a disciplined approach and not engage in any unsustainable push for player retention, be that marketing or bonusing. Ontario is one of the more competitive markets in North America, and customers will be trying out different apps to find out what works best for them. We know how important it is to build relationships with our customers and provide them with an exciting and robust product offering that uses the latest game features and functionality, both on the casino and the sports betting sides.
When we enter a market, it is for the long term, and our focus is on ensuring we operate in a responsible and sustainable manner and make our customers as happy as possible.
SBC: Due to the nature of the market, does home market advantage count for anything?
AB: Operating in Canada always requires a different approach. This is underscored by the fact that so many operators, like Kindred, have hired locally to be able to tap into the uniqueness of this market.
Home market advantage is achieved by having employees located in Ontario who understand what resonates with customers and who can keep an eye on what is going on in the market. I don’t know how that can be achieved from far away.
Kindred prides itself on providing a hyper localised experience for its customers, whether they be in Ontario, Pennsylvania, the UK, or France.
OPERATORS IN ONTARIO WOULD DO WELL TO LEARN FROM US MARKETS AND SELF-REGULATE THEIR SPEND AND PROMOTIONAL ACTIVITIES THE HOPE IS THAT ONTARIO’S MARKET WILL BE LARGE ENOUGH THAT OPERATORS OF DIFFERENT SHAPES AND SIZES CAN SUCCEED
SBC: What has surprised you the most about the Ontario market?
AB: Truthfully, nothing yet. It’s a new market and I expected some hiccups. My hope is that as the market grows and matures, we will be able to achieve refinements in some of the AGCO’s and iGaming Ontario’s standards to help operators run their businesses more efficiently.
SBC: Are the predictions made prelaunch coming true or are we seeing a different narrative?
AB: The prediction made pre-launch was that Ontario would become one of the most important markets in the world because of its open licensing and robust product mix for online casinos and sports.
Given the number of licensees already in the market, which include some of the biggest operators in the world, this should be seen as confirmation.
The hope is that Ontario’s market will be large enough that operators of different shapes and sizes can succeed.
SBC: What does the future hold for Ontario?
AB: Channelisation is key for the success of any locally regulated market. To be successful, licensed operators must be given the right framework to operate in a competitive way.
Operators in Ontario would do well to learn from US markets and selfregulate their spend and promotional activities to have a better defined path to profitability. Kindred wants to be in Ontario for the long term and help build a sustainable industry.
This is not a race to the finish line – we’re at the beginning of a long journey. •
Blueprint Gaming Bison Bonanza
Basic Info: The almighty bison roam the reels in this scatter pays video slot that incorporates a maximum win potential of up to x10,000 the bet. Featuring cascading symbols, a free spins bonus, free spins selection and a Bison bet, bonus gold coin symbols are used to activate the free spins round. During this mode, the multiplier symbol will become active, awarding a multiplier from x2 to x500 when appearing in view during a win cascade. At the start of the free spins bonus, the player is given the choice of four options. Meanwhile, the bison bet can be activated during the base game. Once activated, the player can choose from two options: to buy into the free spins bonus at x100 the bet; or to buy the bison wheel, taking the player immediately into a fortune wheel which can award any combination of the available free spins and minimum/ maximum multipliers at the cost of x248 the bet.
Reels: 6x5 Paylines: Scatter pays RTP: 96.50% Volatility: Medium - High Key Features: cascading symbols, a free spins bonus & selection, and a Bison bet Jo Purvis, Director of Key Accounts and Marketing UK at Blueprint Gaming, noted: “The scatter pays model certainly resonates with a large section of our players, which is why we’ve brought a new gameplay for players to experience built around a hugely popular slot theme.
“With Bison Bonanza, the winning cascades will have players on the edge of their seat in anticipation, particularly during free spins when a huge multiplier could land at any moment.”
Play’n GO Def Leppard Hysteria
Basic Info: In this branded title, Def Leppard hit the stage to rock out a maximum win potential of x10,000. Within the base game, on any random non-winning spin, symbols shuffle and three to six wilds are added. Moreover, players can fill the charge metre by winning with randomly selected symbols. Once filled, this will add three to six wilds to the grid. The title includes a Pour Some Sugar on Me feature, named after one of the band’s top hits. The player must unlock the ‘sugar’ which is hidden behind the grid. The feature visually syncs with how the symbols act on the grid, dropping to the bottom of the grid as if pouring sugar.
Reels: 5x7 Paylines: Cluster pays RTP: 84.28 - 96.27% Volatility: Medium Key Features: A ‘Pour Some Sugar on Me’ feature and a charge metre Play’n GO’s Head of Games, Charlotte Miliziano, said: “Our collaborations with iconic artists such as Def Leppard continue to prove popular with players everywhere – and their amazing fun to work on too.
“Not only is this great for music and slot fans alike, but it gives us amazing inspiration on how we can push our features further. Like with the Pour Some Sugar on Me feature, it’s all about visuals, clear goals and most of all, entertainment.”
Wazdan Magic Spins
Basic Info: Abracadabra! This cluster pays video slot takes players on a magical adventure with a maximum win potential of up to x2,500 the bet. In the game, landing six or more bonus symbols of any type activates the Hold the Jackpot bonus game. Special bonus symbols drawn on the big and mega reels become sticky for up to 10 respins, increasing the chances of activating the Hold the Jackpot bonus game. These symbols may have additional features, which are active during the base game, such as increasing their value or collecting prizes from other symbols. However, all bonus symbols pay only in the bonus game.
Reels: 29 Paylines: Cluster pays RTP: 96.17% Volatility: Volatility Levels (optional) Key Features: A Hold the Jackpot bonus game, sticky bonus symbols and four potential Jackpots to win Andrzej Hyla, Chief Commercial Officer at Wazdan, commented: “Our latest release, Magic Spins, blends our pioneering maths models with unique mechanics in an experience that is destined to engage more players than ever before.
“With such a comprehensive collection of bonus symbols on offer and the new Collect to Infinity feature, players have the possibility of triggering seemingly endless combinations and outcomes, adding to the entertainment value.”
Kalamba Games Goblins & Gemstones: Hit ‘n’ Roll
Basic Info: This enhancement of one of Kalamba’s titles comes with new mechanics and features as well as a maximum win potential of up to x38,890 the bet. In the game, when three bonus symbols appear in any position, the Hit n’ Roll bonus feature is triggered. Each time it is activated, the game awards one bonus wheel spin. After the bonus wheel spin is played, the player gets a prize indicated on the Hit ’n’ Roll bonus interface. There are three types of prizes possible to be won during the Hit n’ Roll bonus feature: cashpots, free spins and cash prizes. Moreover, there are three types of free spins available in the game. Each type is associated with different features: scatter-split, paired reels and expand ‘n lock.
Reels: 5x4 Paylines: 1,024 RTP: 96.86% Volatility: High Key Features: A Hit n’ Roll bonus, Cashpots, three types of Free Spins, and a Bonus Wheel Alex Cohen, COO and Co-Founder at Kalamba Games, shared: “Drawing upon the original title’s long-standing player base while engaging new players through an upgraded max win and a host of gameplay improvements means that we will be delivering a game that has universal appeal. We look forward to seeing the reception the title receives from players upon release.”
ANDRZEJ HYLA: SCALE OF US OPPORTUNITY NEEDS NO INTRODUCTION
WAZDAN’S CHIEF COMMERCIAL OFFICER looks at the state of play for the US market, unpacking some of the key opportunities presented for the games provider as it looks to solidify its North American standing
BY CHRIS MURPHY
SBC: For those of our US readers who are less familiar with Wazdan, can you explain more about your company and what it brings to the marketplace?
AH: Wazdan has been focusing on slot development for more than a decade, boasting a portfolio of more than 150 HTML5, mobile-first titles built with player experience as the focal point.
Our game development philosophy is based on honesty, creativity and innovation. Ultimately, we want players to enjoy our content and operators to see tangible results from our games.
With a broad portfolio and 24 annual releases, we contribute to the modern igaming industry with our highly immersive games and innovative player engagement boosting tools and solutions, such as our flagship Cash Drop promo tool or cutting edge Volatility Levels feature. Our titles are certified in 20 jurisdictions worldwide, with more being added regularly, and can be played in 25 languages.
We proudly see ourselves as facilitators of our clients’ growth, which links with our business ethos. We know that we can only achieve this by providing our clients with bestin-class games, liaising with them to ensure they take our optimised titles
for their target regions, and constantly expanding our top-tier player engagement suite.
SBC: You already have a significant presence in North America, having been certified to offer games in Michigan, New Jersey, Ontario and West Virginia. Can you talk us through the current state of play with each of those states?
AH: The scale of the US opportunity is one that needs no introduction, and has also lived up to the hype. Revenues have increased to $3.71bn in 2021, a year-on-year increase of 139%, while we see companies active from both North America and further afield.
What is probably more exciting for all involved is that this growth shows
no sign of slowing down. New Jersey is the number one state in terms of igaming revenue, with Michigan and Pennsylvania also topping the $1bn generated. These levels are so far unmatched by other states.
We already have 40 games certified for New Jersey, including the topperforming Power of Gods: Hades, and every month we launch new hits in the US. Our newest releases, Magic Spins and Sizzling Eggs will also be available soon for players in North America.
SBC: What is the status with Pennsylvania now - and what are the key features of this market that we need to know about?
AH: Wazdan is currently on track to acquire its operational licence in Pennsylvania. Despite the state having the highest internet gaming tax rates (54% for online slots), it is still one of America’s fastest growing markets, with revenues having nearly doubled in the course of just one year. Pennsylvania legalised online gambling through the Expanded Gaming Act in 2017, and the Gaming Control Board has the authority to issue licences and regulate licence holders.
Pennsylvania igaming stats show over $100m in GGR every month since March 2021. That puts the state among the leaders in online casino revenue, as only New Jersey and Michigan can say the same. With seven legal online casinos posting monthly gains in Pennsylvania, it’s one of the more stable and reliable igaming states.
SBC: What are your plans for the forthcoming SBC Summit North America event and what message will you be taking to delegates?
AH: It is a show we’re very much looking forward to, and we’ll be exhibiting our products at booth 413. We’re proud to bring our internationally recognised titles and performance-boosting suite to the North American market, and we can’t wait to present them to the US and Canadian operators.
As a newer supplier into the US, we’re looking forward to providing a steady stream of fresh games to the market, with our customers in the US already benefiting from our leading games, such as Power of Gods: Hades.
We are licensed in New Jersey, West Virginia, and Michigan, as well as Ontario, Canada and will soon be entering Pennsylvania, while our games are also available through an exclusive partnership with Light & Wonder, ensuring even further reach.
Innovation is our driving force. We’ll
be showcasing our top performing slots and innovative engagement suite, including cutting edge in-game features, added-value promotional tools, and unique adjustable features.
A fresh and hugely effective addition to our engagement suite offering that we would like to bring attention to is the Collect to Infinity feature. It promises to please even the most demanding players, enhancing their experience through high immersion levels and amplifying casinos’ results. It is an excellent retention-boosting tool and is intended to drive revenue growth for partners.
In addition, we’re looking forward to showing how our unique Volatility Levels feature works as we maintain our commitment to innovation across our portfolio.
SBC: What has been the highlight of the year so far for Wazdan in the North American market?
AH: It has been a really exciting year so far for us, with Wazdan being granted licences across three US states as well as in Ontario. We’ve also signed major deals with Light & Wonder and Rush Street Interactive.
In addition, we’ve been nominated for the prestigious SBC North America Awards, highlighting the recognition we’re starting to receive on the continent.
Our leading products have seen good uptake locally, with Power of Gods: Hades being nominated for the Best New Game title at the EGR North America Awards.
However, North America is a new market for us, and we are still identifying what will resonate effectively with its audience. We are certainly on the right track with our US portfolio, containing a mix of established content from our existing catalogue and innovative new games built with the flourishing US market specifically in mind.
SBC: And what are your thoughts on the outlook for Wazdan in the remainder of 2022? What company developments can we look forward to?
AH: We’ve got a number of new titles coming out in July and August, including 9 Coins, Power of Gods: Valhalla, and Sizzling Kingdom: Bison, and we’re looking forward to releasing these thrilling games, packed with innovative features to increase engagement and playtimes.
Our Pennsylvania plans remain on track, with a number of strong conversations occurring as we’re set to achieve our licence in the state. On top of all of that, we continue to hire, so we’re set for an even bigger Wazdan team. It should be a very exciting second half of the year for us, and we can’t wait! •
