Ahead of the SBC Summit in Malta, we spoke to Francesco Postiglione, the CEO of Casumo, who provided more details on the significant undertaking of rebranding and the key factors in driving new market growth.
iGaming Expert: Can you tell us more about the Casumo rebrand and the success you have had with this?
Francesco Postiglione: Our rebrand at Casumo was a significant undertaking, driven by the desire to evolve our brand identity to better reflect our maturity as a company and our commitment to responsible gaming and entertainment. The success of the rebrand can be seen in several areas:
We aimed to create a more sophisticated and modern aesthetic while retaining the playful spirit that Casumo is known for. This has resonated well with our existing player base and helped attract new segments.
Enhanced Player Engagement
The rebrand wasn’t just about visuals; it involved optimising the user experience across all touchpoints. We’ve seen positive feedback on the improved navigation and overall design, leading to deeper engagement.
Market Expansion Support
A stronger, more mature brand image is vital when entering new regulated markets. It helps build trust and credibility with both players and regulators.
iGX: What role do technological advancements play in supporting new market expansion for operators?
FP: Technological advancements are absolutely foundational for new market expansion. They play a multifaceted role:
Regulatory Compliance
Technology enables us to quickly adapt to diverse regulatory frameworks in new markets, from KYC processes to responsible gaming tools and data reporting. This speed and accuracy are non-negotiable.
As we enter new markets, our platforms need to handle increased player volumes and diverse payment methods seamlessly. Robust, scalable technology ensures a smooth user experience regardless of location.
Localised Offerings
Technology allows us to tailor our offerings – from game libraries to promotions and customer support – to the specific preferences and cultural nuances of each new market, which is critical for relevance and success.
Advanced analytics are vital for understanding player behaviour in new markets, allowing us to optimise our strategies and identify new opportunities.
iGX: How crucial is it that operators develop an early understanding of AI and its benefits to harness growth and player engagement?
FP: It is incredibly crucial. Developing an early understanding of AI and its benefits isn’t just an advantage; it’s rapidly becoming a necessity for harnessing growth and player engagement.
Personalisation at Scale
AI allows for hyper-personalisation of the player experience, recommending games, tailoring promotions and even adjusting content based on individual preferences and past behaviour. This significantly boosts engagement.
AI can identify problematic gambling patterns more effectively and proactively intervene, demonstrating a strong commitment to responsible gaming. This builds trust and fosters a healthier player environment.
Operational Efficiency
AI can automate various customer support functions, optimise marketing campaigns and streamline fraud detection, freeing up human resources to focus on more complex tasks and strategic initiatives.
Predictive Analytics
AI can predict future trends, identify potential churn risks and help us understand what motivates players, leading to more informed business decisions and sustained growth.
iGX: How important is it that regulatory frameworks, especially in new markets, allow operators to push boundaries and be innovative, whilst remaining safe?
This is a delicate balance, but it’s critically important. Regulatory frameworks that allow for innovation while maintaining robust safety measures are ideal for a thriving and responsible industry.
Fostering Competition and Improvement
Overly restrictive regulations can stifle innovation, leading to a stagnant market with limited player choice. A framework that allows for thoughtful experimentation encourages operators to continuously improve their offerings.
Clear, fair and forward-thinking regulations attract reputable operators and investment, which in turn benefits the local economy and provides better experiences for players.
Player Protection as a Priority
Innovation should never come at the expense of player safety. The best frameworks define clear boundaries for responsible gaming, data protection and fair play, providing a secure environment for players.
Adaptability to New Technologies
As an industry driven by technology, regulations need to be agile enough to adapt to new advancements like AI and VR without creating unnecessary barriers to entry or development.
iGX: What are some of the key trends in terms of raising the bar for immersive gameplay to the next level for players?
FP: The drive for more immersive gameplay is a constant evolution in our industry. Some key trends include:
Beyond traditional table games, we’re seeing an explosion in live casino game shows. These combine the thrill of live interaction with engaging mechanics and often a sense of entertainment similar to TV game shows.
Gamification Beyond Basic Rewards
Integrating more sophisticated gamification elements into the player journey, such as progress maps, unlockable content and personalised challenges, creates a deeper sense of achievement and purpose.
Enhanced Graphics and Sound
Continuous advancements in visual and audio design are making games more visually stunning and acoustically rich, drawing players deeper into the experience.
Virtual and Augmented Reality (VR/AR)
While still nascent, VR and AR hold immense potential for truly immersive experiences, allowing players to step into virtual casino environments or interact with games in entirely new ways.
Social Interaction
Integrating more social features, whether through live chat in games or competitive elements, can enhance the sense of community and shared experience.
iGX: What role do you believe gameshows will play in boosting the live casino experience for players?
FP: I believe game shows will play a pivotal role in boosting the live casino experience. They are already a significant trend and their importance will only grow.
Broader Appeal
Game shows attract a wider audience than traditional casino games. They often have simpler rules, more engaging presenters and a focus on entertainment over complex strategy, making them accessible to casual players.
Interactive Entertainment
They bridge the gap between traditional casino gaming and mainstream entertainment, offering a highly interactive and engaging experience that often feels more like a TV show than a pure gambling product.
The rotating formats, bonus rounds and charismatic hosts keep the experience fresh and exciting, encouraging longer sessions and repeat visits.
Community Building
The chat functions and shared excitement around big wins in game shows foster a sense of community among players, enhancing the social aspect of live casino.
iGX: Are there any steps that can be taken to boost the omnichannel experience as the world becomes increasingly digital?
FP: Absolutely. As the world becomes increasingly digital, a seamless omnichannel experience is paramount.
This is foundational. Players should have a single, consistent profile that tracks their activity, preferences, and progress across all touchpoints – desktop, mobile app, and even potential physical locations if applicable.
Seamless Transitions
Players should be able to start a game or a session on one device and seamlessly continue it on another without interruption or loss of progress.
Leveraging data from all channels to provide personalised communication, offers and support, ensuring relevance and timely assistance.
Integrated Customer Support
Offering consistent and efficient customer support across all channels (chat, email, phone, social media), with agents having full visibility of a player’s history regardless of the channel they used previously.
Consistent Branding and User Experience
Maintaining a consistent brand identity, look and feel across all platforms ensures a cohesive and intuitive user experience. Exploring how technologies like voice assistants or smart devices could further integrate the gaming experience into players’ daily lives.
iGX: How excited are you about the Summit in Malta? What do you hope to learn from the discussion you are set to be part of at the SBC Summit?
FP: I am incredibly excited about the SBC Summit in Malta! It’s always a fantastic opportunity to connect with industry leaders, innovators, and regulators in such a vibrant hub for iGaming.
Ultimately, I hope to leave the Summit with actionable insights that can help Casumo continue to lead in innovation, responsible gaming, and delivering an exceptional experience for our players.
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Secure your spot at SBC Summit Malta with our discounted ‘Group Pass’. For groups of three or more, you can gain access to three days of networking, exhibition, and conference content for the price of €400 (a discount of €200 off a standard ticket).
Additionally, you can purchase our ‘Expo+ Pass’ for €150. This pass grants you access to the conference and exhibition only. Operators and affiliates can apply for complimentary passes.
Source: https://igamingexpert.com/features/casumo-key-to-a-successful-rebrand/
