“Huge scope to really amp up user experience” – Martin Calvert, ICS-digital
Martin Calvert, Marketing Director, ICS-digital and ICS-translate, talks about the important role of the CasinoBeats Summit for his business.
What makes CasinoBeats Summit stand out as an event?
CasinoBeats has excellent depth and breadth of topics on the agenda, with contributions from across the sector. As an ongoing source of news and opinion, the CasinoBeats site and newsletter is a fantastic resource but bringing the industry together in live events is especially important – and valuable for anyone in the industry.
What role does Malta play for your company in the iGaming ecosystem?
Malta is a major iGaming hub and as we work with all areas of the industry, from operators and game developers through to affiliates and other digital agencies it’s a key location for us that we visit often.
In addition to participating at industry events, it’s great to connect with clients in the sunshine – although we work across dozens of languages, our core team is based in rainy England.
Due to so many iGaming experts residing in Malta, we’ve had great success running seminars and private masterclasses – and the quality of hospitality is also frequently fantastic.
What industry innovation will capture the most attention in the next 12 months?
There’s huge scope for platforms and game developers to really amp up user experience – casino brands are competing with lots of other forms of mobile entertainment and innovation in game design, usability, accessibility and even art/branding have the potential to engage a broader pool of players.
What core challenges do you help solve for your customers/partners?
For both ICS-digital and ICS-translate, our goal is to help clients in iGaming to compete at international scale, across dozens of languages and to find fresh ways to earn SEO rankings, hit new levels of direct traffic and cost-effectively acquire more players.
Our multilingual expertise across SEO strategy, content creation, localisation and highly creative areas like digital PR and influencer relations helps gaming brands to hit new levels of growth, and accelerate results in both mature and new markets.
Who have you especially enjoyed working with over the past year?
This is such a hard question in that I geekily love a lot of the ‘boring’ but highly effective strategies we enact across technical SEO (especially the multilingual side of things) but I think the work of the ICS-translate team is often among our most striking work.
We work with a wide variety of platforms and game developers to localise content but I feel we go beyond most agencies to ‘transcreate’ multilingual content that isn’t just accurate, but actually amplifies client brands in international markets. It’s so important to communicate enthusiasm to players.”
What are you hoping to learn from the conference at CasinoBeats Summit 2022?
I’m hoping to hear multiple perspectives on international marketing and the ways in which brands are evaluating opportunities in new markets… and of course we’re always keen to pick up new approaches, marketing methods and views from across the industry.
