Relax Gaming: Suppliers are showing growing ambition to change the casino landscape

With #CasinoBeatsMalta only a few weeks away, we have been catching up with some of the sponsors of the event to find out what parts of the conference agenda caught their attention, and what each sponsor is planning to exhibit at the event.

Speaking to Simon Hammon, CPO of Relax Gaming, he told us that content-personalisation will come to fruition in 2020, while adding that he is looking forward to seeing how the panel session on Swedish regulation will address key challenges in 2020.

What are you looking forward to at CasinoBeats Malta?

CasinoBeats Malta is continuing to gain traction and I’m looking forward to another high-quality event and networking opportunity with other senior executives from all corners of the industry. The agenda is already shaping up to tackle some of the most pressing issues of our sector and will undoubtedly provide valuable insight into market developments and challenges.

What are you promoting at CasinoBeats Malta?

Relax Gaming has undergone a transformational 12 months of consistent growth and we are now in a strong position to accelerate the expansion of our distribution network. The aggregation market has seen a series of newcomers launch recently, but Relax’s decade of experience in the business arms us with unrivalled expertise in supporting content from over 33 studios. We’ll be demonstrating how we differentiate ourselves from the competition based on our technical excellence, business simplicity, speed-to-market and support.

What industry innovation will capture the most attention in 2020?

Megaways has dominated the industry for the last few years but now we are seeing a host of new mechanic launches attempting to rival its success. Whether or not they achieve status as ‘the next big thing’ remains to be seen, but there is obviously growing ambition in the supplier segment to change the game.

To name another, 2020 could be the year that efforts in the field of content-personalisation come to fruition. Although this has been a talking point for many years, our industry is yet to catch up to the likes of Netflix and Spotify. Recently, however, increased access to user-data on the supplier side is helping to drive the development of tailored content that is informed by behavioural metrics and advanced player segmentation.

Which casino operator has impressed you the most in 2019/2020?

In the face of many challenges over the last 12 months, the industry as a whole has shown not only resilience and adaptability but also continued innovation, and that is something to celebrate! If we had to pick one, our longstanding partner Kindred has had a fantastic year, largely thanks to the success of its poker product.

As the developer of the operator’s poker platform, we are fully aware of the challenges the vertical faces, yet together with Kindred, we have bucked the market trend and delivered a product that consistently generates revenue.

What casino partnership has stood out in the past 12 months?

We have signed an array of new deals with a variety of partners, which range from well-known studios such as Big Time Gaming, that has subsequently extended its deal with us, to smaller breakthrough studios that have potential to become major players in the industry.

What is key to Relax Gaming’s success is our two powerful partnership programme models, Silver Bullet and Powered By, which are unique in their collaborative approach to partnerships with simplified pricing.

The programmes are founded respectively on providing support for up-and-coming studios and mutually beneficial distribution agreements for suppliers, attracting new partners from across the industry at an unprecedented rate.

Which parts of the conference agenda have caught your eye?

It’s a strong line up with plenty on offer for everyone. Given the tumultuous start to online gaming in Sweden, I’m keen to listen to panellists’ insight on how they are addressing the adjustment period.

I’m also looking forward to participating in a discussion on platform provision, analysing the recent flux of newcomers to the aggregation space, and the impact the increased choice is having on both studios and operators. It’s an important topic that we feel is often overlooked, and I’m sure it’ll offer attendees different perspectives on how the sector is developing.

CasinoBeats Malta 2020 is the premier online casino conference and exhibition, where the 1,500 delegates can look forward to more than 100 expert speakers across six full-day content tracks, 40 exhibitors showcasing their latest innovations and exclusive networking events.  

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