What benefits does a multi-product offering bring when expanding into a highly mature regulated market such as the UK, for instance?
The main benefit – and not just in the UK – is that, through a single API integration, we manage to offer our partners not just one but our entire suite of products. That is very attractive in an industry where dev resources are constantly in short supply.
Our adaptability and product range are proving to be an attractive proposition in changeable times. With the uncertainty of the COVID-19 situation affecting the industry, many traditional land-based players have gone online to enjoy a gaming experience. By offering bingo and live casino products alongside our slots, we can give players a chance to replicate the casino experience wherever and however they choose. At the same time, it’s an easy process for our partners to add our products and expand or diversify their range of products in a short period of time.
How well has Pragmatic Play’s offering been received in the UK market?
Our slot portfolio is the core pillar of our offering and is proving to be hugely popular in the UK. As one of the most mature online gaming markets in the world, to gain traction in the UK takes not only an adherence to its regulations, but the delivery of a premier product.
Fortunately, we hit the ground running and in the past half year went live with numerous tier-one operators, including Sky Vegas, Paddy Power Betfair, William Hill, Ladbrokes Coral and SkillonNet, among others. Signing with such heavyweight operators has expanded our audience, but we are by no means done! We are having conversations with a number of major operators in the region as we continue to grow in what is proving to be a profitable market for Pragmatic Play.
It has been an exciting period for us as our slot offering continues to gain traction and our market share grows. As our abundant library of titles continues to expand with three or four new games per month, we now see with more clarity what customers enjoy and which game styles work. This allows us to continuously develop and tailor our games to each market’s desires.
At the same time, we are banking on our Enhance suite of promotional tools, through which we run custom promotions with our partners, as well as our generous €1.5m ($1.6m) network product, Drops & Wins. This is proving to be wildly successful, so it’s very likely we’ll continue with it and add further improvements.
Away from your core offering of slots, how have Pragmatic Play’s bingo and live casino products fared?
We traditionally have a background as a slot supplier, but our growth into the bingo and live casino verticals is looking very promising, not only in the UK but also worldwide. Our bingo product aims to reinvigorate a vertical which, while always hugely popular, has unfortunately been left on the backburner by many companies who couldn’t foresee its potential. Especially now, in these hard times for sportsbooks, many operators are turning their attention back to it, and we see it as our bingo network continue to expand. Very soon we’ll be announcing a few resounding names, so keep an eye on this.
The growth of our live casino offering has been particularly exciting and is something of which we are very proud. Our entire product portfolio can be integrated via a single API, which makes upgrading or increasing an existing partnership simple, with customers now eager to offer our premium live casino product.
We are now live with SkillonNet and BetVictor in the UK, and with a number of other deals to be announced shortly, the interest expressed by other operators is extremely exciting. With the array of games available now covering the basics to a very high quality, like our roulette, dedicated language roulette, blackjack and baccarat, we’re now looking into bringing innovation into the space in the next few months.
