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Midnight Princess - Power of Love slot game by Play'n GO
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Q&A w/ Alex Kornilov, CEO and Founder of BETEGY



Q&A w/ Alex Kornilov, CEO and Founder of BETEGY


BETEGY’S CRM integration tool is set to revolutionise how online betting companies approach advertising. Could you explain the significance of this latest development? What does this CRM integration tool offer to the market that it is currently missing?

Our innovative CRM integration tool empowers our partners to craft highly-personalised and impactful advertising content, taking advertising and marketing efficiency to unprecedented heights. By seamlessly connecting with our customers’ CRM data, this tool revolutionises the way advertising campaigns are executed, enabling effective audience engagement and enhanced customer retention.

Utilising the CRM tool involves harnessing the collected player data to dynamically tailor the creative copy of the content. This streamlined process enables the creation of personalised banners and advertising materials, considerably expediting the creative workflow.

The potential impact of this tool on businesses cannot be overstated. It serves as a crucial initial step towards executing personalised campaigns, unlocking unparalleled levels of marketing efficiency for operators. We anticipate this will lead to substantial improvements across major key performance indicators; particularly conversion and engagement rates.

What sets our tool apart from existing offerings in the market? The answer lies in its direct and seamless integration between CRM and advertisements. While numerous CRM tools are available, utilising them for advertising purposes can present challenges. Our tool bridges the gap between CRM data and creative copy, facilitating substantial enhancements in advertising campaigns and vital KPIs with just a few clicks and the right data.


Can you talk us through the process of a display ad campaign launch through Creative Studio? How does it differ from what operators usually develop in-house?

To illustrate the benefits, let’s compare two campaigns: one without Creative Studio and the other with it. An operator that doesn’t have Creative Studio would need to individually prepare 10 Premier League matches for their campaign. This involves creating copy, advertising banners, newsletters, and other related tasks through a lengthy chain of specialists.

Naturally, this manual and time-consuming process limits operators’ ability to focus on major events that promise substantial returns, often neglecting the specific interests of players.

However, with Betegy and Creative Studio, the process becomes remarkably streamlined. Once templates are set, and the necessary data is entered, designers can effortlessly configure the templates. Our system then intelligently populates the fields, instantly generating many banners. A task that would typically consume 4-5 days when done manually on a small scale can now be accomplished in a matter of minutes, even on a much larger scale.

How would you describe the role of content personalisation for operators when working with player demographics? Can you provide an example of how content personalisation can be used to increase engagement among different player groups?

Time and time again, we’ve seen that personalisation works wonders, not just in the betting industry, but across all sectors. Let’s think about it on a personal level; if you receive an offer tailor-made just for you, wouldn’t you be more likely to jump on it? Absolutely!

This is not just a hunch; the data backs it up too. As soon as you start personalising your content, the cost per customer drops, and your campaigns become more efficient. Presently, demographic-focused marketing is the most commonly used form of personalisation. While one-to-one personalisation is not impossible, it can take time to establish.

Personalisation for a demographic is something a company can implement without all of the bells and whistles needed for it on an individual level. If there are 100,000 customers, they won’t create 100,000 pieces of content, but they may be able to create 40.

Let’s say, for example, we have a player that registered but didn’t deposit. By analysing their activity, we can see they’ve been checking out the Premier League and NFL pages. So, the next time they swing by, our system can greet them with banners showcasing these sports. Talk about catching their attention!

For operators, having well-defined player profiles is a game-changer. The more precise the profile, the more effective your advertising campaigns become. Picture this: a sports fan in their late 20s to early 30s, living it up on the East Coast of the US. Now, imagine showing them a banner with odds and promotions for an upcoming New York Yankees game. That’s way more likely to get them excited than some generic sports offer, right?

To what extent will this improve engagement rates? Can you give any examples of specific data or stats in this regard?

The best way to analyse this is to take a look at an operator using more personalised creative content. The numbers speak for themselves; by simply showcasing an individual game, emphasising the odds, and incorporating a compelling call-to-action, they can halt scrolling and boost the click-through rate by approximately 19%.

Of course, measuring precisely can be difficult as the KPIs will differ from operator to operator. This means it can be tricky to pull out industry-wide numbers and get an average, as they may not mean anything. Additionally, the impact depends on the quality of the creative copy deployed by an operator. While having access to top-notch creative tools and technology is essential, their effectiveness hinges on the relevance of the offering.

I can say with confidence though that providing the correct work is put in with the product and that the offering is strong, using creative personalisation tools will give you an edge and get you ahead of your competitors.

How challenging is it to change operators’ approach to advertising in this way? How do you work around those challenges?

The issue is not getting operators on board. In fact, most operators like the idea and are impressed with the results. The question is whether or not they are ready to restructure and invest.

Our industry is unique in that it boasts consistently high margins; as such, operators don’t always see the need to change. Taking on our new CRM integration tool isn’t just for a one-off campaign; it requires operators to change their structure and how they do things. Established operators, especially those with a long history of steady returns, may not perceive an immediate incentive for change. Consequently, they might feel content with maintaining the status quo.

In my view, this approach demonstrates an inefficient use of marketing resources. Considerable amounts of money are squandered, with operators merely tossing it into the furnace without a clear strategy. By utilising our CRM tool, operators can significantly enhance efficiency, especially when supported by the right team.

While the product is not secondary and never is, marketing is the main game in our business. Everyone strives to acquire and retain users as swiftly as possible, and our product, when effectively implemented, can deliver precisely that. Once we have the opportunity to demonstrate its capabilities, most operators are eager to come on board. Nonetheless, resistance to change will always persist to some degree.


Why is LatAm such an important market for 3 Oaks Gaming?



Why is LatAm such an important market for 3 Oaks Gaming?


3 Oaks Gaming is beginning to establish itself across regulated European markets, but now it has a focus on gaining a footprint in the rapidly evolving Latin American region.

We spoke to 3 Oaks Gaming’s Account Manager LatAm, Henrique De Simoni, about the distributor’s plans for LatAm and the overall appeal of the region.


3 Oaks has recently signed multiple deals in LatAm. How did those deals come about and are there plans for any more partnerships in those territories?

It is fantastic to sign a range of deals across LatAm, initially in Colombia and Mexico before sealing a number of agreements in Brazil. Colombia, in particular, is now a mature jurisdiction and entering the market there first ahead of other regulated territories was something that we felt was a sensible move for us.

Luckia and BetPlay are two of Colombia’s foremost operators, with a huge network of suppliers under their remit. To sign deals with those two giants undoubtedly bolsters our reputation within the region.

We also have Bet7K and with our portfolio in Brazil and many more operators that are almost ready to go live in the next semester.

Overall, we have connected with multiple casino platform providers, such as Vibra Solutions, Alea, Hub88 and Salsa Technology, extending the reach of our content across the continent and we are excited at what the future holds for us with these partnerships.


Why were Colombia and Mexico first on 3 Oaks’ list when entering LatAm?

Colombia and Mexico emerged as the top choices for several compelling reasons. Firstly, both countries exhibit substantial market potential, with burgeoning populations eager for new and exciting gaming experiences. Additionally, the regulatory landscapes in Colombia and Mexico have been evolving positively, offering conducive environments for the expansion of the gaming industry. This regulatory stability provides a solid foundation upon which we can build our operations and establish long-term success.

Despite Colombia’s rapid maturity within the gaming sector, our thorough analysis identified continued high potential for growth. By securing certification for our games in Colombia, we’ve positioned ourselves to capitalise on the evolving landscape and seize lucrative business opportunities.

Mexico is now the second market in terms of volume, internet betting traffic and great demographic numbers related to gambling in LatAm. This opportunity of offering casino games for Spanish speaking countries that adores sports is something that challenges us and makes the industry more competitive in terms of generating the best premium slots.


What other LatAm regions are 3 Oaks targeting over the next 12 months?

With some provinces in Argentina already regulated, such as the capital Buenos Aires, this is a key market for us as we look to expand across the continent. Argentina has shown substantial numbers in the iGaming market and can easily become the third largest country in terms of GGR.

However, we are also looking at other regions in LatAm as we try and finalise further partnerships here so watch this space as our journey continues!


With Brazil on the cusp of regulation, how do you think the space will pan out over the next 12 months and what plans does 3 Oaks have for the region?

It’s no secret that Brazil has been our number one target and we are thrilled to be live in the jurisdiction through a number of agreements already. Certain analysts predict that the market is expected to be worth over US$3 billion by 2028, which is an astonishing prediction, but also an incredibly exciting one.

We will see an increase of mature companies trying to expand in Brazil and can expect to reach the biggest operators with our approach and outstanding customer experience. We have premium slots, a team that believes in the market and everything to make our brand visible for our Brazilian customers.

These numbers ensure Brazil will be the jewel in Latin America’s crown once it fully regulates, and thanks to the deals we have in place, we feel we are well positioned for future growth when regulation finally kicks in.

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“Francisco Leiva: Forging the Future of the Gaming Industry in Chile”



"Francisco Leiva: Forging the Future of the Gaming Industry in Chile"


In the vibrant gaming industry in Chile, Francisco Leiva’s figure emerges as a key reference. A trained industrial civil engineer, his professional journey spans 35 years, from his beginnings in the public sector to his prominent role as Superintendent of Casinos, and more recently as Corporate Manager of Strategic Development at Marina del Sol. His entry into this industry, marked by challenges and significant achievements, reflects his commitment to progress and innovation. In this interview, Francisco shares his vision, experience, and accumulated wisdom over the years.


Could you tell us a bit about your career, professional trajectory, and path to where you are today; What motivated you to enter the Gaming industry?

I am an industrial civil engineer, and my career started in the public sector 35 years ago. Initially, I worked at the Ministry of Health and then at the Ministry of Finance, where I was involved in the drafting and legislative processing of various bills, such as the anti-money laundering law and the gaming casinos law.

Given my work in the legislative process of the gaming casinos bill, after its enactment in February 2005, President Ricardo Lagos appointed me as the first Superintendent of Casinos to implement the law. It was a significant professional and personal challenge as it involved bringing an industry that was far behind similar developed countries as Chile up to date.


During your time as Superintendent of Casinos in Chile, what were the most challenging tasks you undertook, and what would you say was your legacy in the gaming industry?

The main challenge was implementing the new gaming casinos law, which involved setting up the Superintendency, hiring staff, and preparing all conditions for private investors to apply for new casino operation permits. This led to 52 projects being submitted for the 18 available casino permits, with investments exceeding US$ 755 million at the time. Foreign investment accounted for 55%, and national investment for 45%.

The result was the construction of 18 new casinos along with complementary facilities such as hotels, convention centers, restaurants, and other leisure facilities that turned these areas into tourist attractions in the cities where they were built.

Undoubtedly, the main challenge was meeting the tender requirements within a tight timeframe. We managed to have a competitive process with operators from around the world, radically changing Chile’s gaming casinos industry.

The legacy was transforming the gaming casinos industry from seven municipal casinos to a modern industry with 24 top-level casinos and facilities.


What significant lessons have you learned throughout your career? And what message would you like to leave for future generations?

One lesson is that ambitious goals can only be achieved through dedication and by building motivated teams with clear objectives. It’s impossible to do it alone in tasks like these.

I believe the message is to work with honesty, dedication, and without losing sight of the task entrusted to you.


Knowing you personally, not just professionally, what activity inspires you or helps you achieve balance in your life?

Since I was a child, I have been passionate about playing tennis, and I have tried to maintain this passion even as a senior player. In this sense, I think engaging in sports helps maintain a healthy mind and body, which is essential to counter the stress that comes with demanding and complex work.

Similarly, one cannot neglect family life, as they are the ones who will ultimately support you in difficult times.

In summary, the only way, although not easy, is to harmonize work demands with a balanced life.


Finally, what is your opinion on hosting such an important international event in your country? And in a way, being one of the hosts to such important international personalities.

It is very important for the country to host such events that allow interaction among different actors in the gaming industry. It facilitates the exchange of experiences and networking, allowing the industry to continue developing. It is also important for public authorities, especially regulatory ones, to participate so they can understand the industry’s reality and see where the industry is heading given technological and cultural changes.

Francisco Leiva’s story in the gaming industry in Chile is an inspiring testimony of determination and success. From his crucial role in implementing the gaming casinos law to his contribution to the industry’s growth and modernization, his legacy endures as a beacon of positive change. Beyond his professional achievements, Francisco reminds us of the importance of balancing work and personal life, as well as the need to stay focused on values such as honesty and dedication. His optimism and commitment to the future of the gaming industry in Chile are a reminder that success is achieved through effort, teamwork, and a clear vision.


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Women in iGaming Interview: White Hat Studios’ Holly Fairweather



Women in iGaming Interview: White Hat Studios’ Holly Fairweather


Holly Fairweather, Director of US Accounts at House of Brands provider White Hat Studios, sits down with Gaming Americas to discuss the growing influence of women in the iGaming industry, and highlights how more can be done to improve the overall gender imbalance


Gaming Americas: Since joining the industry in 2018, have you noticed a change in how women are represented within iGaming companies, as well as general attitudes?

Holly Fairweather (HF): When I reflect on the past six years, it feels great to say I have seen a lot of positive changes in our industry and more importantly, an ever-increasing drive to address gender diversity. There is still work to do, and I am reminded of this attending our industry events, where it’s very evident we still lack female presence in C-level roles and on expert panels. It’s also not hard to see walking around conferences the overall gender imbalance that exists. With that being said, I do feel it’s moving in the right direction and I am regularly inspired by women around me being promoted to senior management roles, providing great mentors and role models. Awareness of gender diversity and celebrating success is continually being pushed via various channels, and for me plays a big part in why we are seeing more women have the confidence to progress in their careers and more women enter the industry. It’s also important to say, and why I think change is happening more, that the want of women to succeed and to increase female presence in our industry, is indeed backed by a strong support network of women supporting women, but also of the men in our industry.


Gaming Americas: How important are groups like Global Gaming Women? What kind of initiatives have they offered to help your own career development?

HF: I’ll be honest, I’m still learning about all that Global Gaming Women offers. Working in the US market I see GGW as a substantial network which offers reams of support from training courses, lean in circles and mentorship and networking events just to name a few. I have taken part in a few of the industry wide networking events, and really enjoyed them, connecting with some amazing people, learning more about the industry. One of my objectives this year is to participate in more events, adding value where I can whether that’s within the GGW network or through other avenues.


Gaming Americas: What more can the industry do to make it more appealing to women and ensure they are better represented within organizations?

HF: It’s got to start within each individual company taking responsibility for equal representation. This is not a tick box exercise to achieve a target on a gender split % by x date but must be about promotions and roles being rewarded to the best candidate for the role, regardless of gender, ethnic background, or sexual orientation. We need to shout about the success stories of DEI within the industry, creating an inclusive work environment will attract not just more women but more candidates overall, increasing the talent pool.

There is also a piece around exposure and shining the light on the fantastic women we have leading the way. Sharing their career paths, the good, and the challenges, to provide relatable examples of success. To make women in gaming not about the stats or portray the headline as a negative but more around showcasing the women that are successful and why, helping more women relate and pursue a similar path if this is what they wish to do.


Gaming Americas: What advice would you give to the next generation of women that are looking to make a breakthrough in the industry?

HF: This is a good one! First and foremost, you lead your own progression. Be proactive in building your network, push yourself out of your comfort zone to attend networking events. Reach out to other women in the industry for support and mentorship. That is on you to drive.

Immerse yourself in a team with values that align with yours, a team that welcomes and promotes diversity of all types and supports and rewards on merit are key.

Build your knowledge, for me knowledge is confidence. Quickly realise it is ok not to know everything, ask the questions and find out. Be solution-oriented, supporting your superiors will get you noticed for going over and above and adding value to your team and company.

I was told ‘people do business with people,’ which I stand by and could not be truer in the igaming industry. Always treat everyone with respect, be kind, be yourself, but don’t forget to back yourself! Relationship building is so key in this industry and has helped me progress to where I am today.

Lastly, take risks. And by this, I mean sometimes you must step out your comfort zone and push yourself to try something different to progress to the next stage. So far, the most pivotable moment in my career and biggest risk I have taken, and I’m sure Andy Whitworth (CEO) and the White Hat Studios (WHS) team won’t mind me saying, was accepting the job at WHS. A brand-new supplier to the US, no content live alongside the fact I had never worked in the US market, so of course there was an element of risk. It was, however, a calculated risk as I was joining a team of experts, senior level management I had worked for previously, in an ever-growing US market. A no brainer now when I look back.


Gaming Americas: From a White Hat Studios perspective, what DEI initiatives does the company put in place?

HF: DEI of all types is something I believe increases the performance of a team, and is something we are extremely passionate about at WHS. As we grow and expand, maintaining a strong culture has never been more important. We recently held a WHS workshop in Prague, with one section of our day spent holistically agreeing and locking down our values as a team, ‘Who we are, what we stand for ‘and ‘treating everyone equally’ is now embedded in our company culture as one of our five core values.

I have been lucky in the fact I have never felt that my gender has held me back in my current role and previous igaming companies. Although I understand this has not been everyone’s experience, I truly believe the more we celebrate success, drive awareness, embed inclusion within our companies, and work together across DEI as a whole, we will continue to see women progress and take on careers in igaming.


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