In light of many jurisdictions now becoming regulated, what advantages do white label solutions provide for operators?
Simply put, a white label platform is a cost-effective way of entering the lottery market with a solution tailored to the needs of the target market. Capable of handling everything on the technological side of the business, an efficiently-delivered white-label lottery platform provides local operators with the freedom they need focus on their brand and market positioning in a newly-regulated jurisdiction.
Additionally, white label platforms can take care of all aspects when it comes to regulation and payments provision, further alleviating costly and time-consuming burdens from an operator’s shoulders.
We are witnessing promising signs of regulation taking hold in emerging regions such as Latin America and Africa, and white label platforms can hold the key to providing operators with all the technical and regulatory tools they need to compete.
On the subject of new markets, Africa is very much a hot topic, with a huge possibility for growth. How important is Twelve40’s presence here? And how do you plan to capitalise on its enormous possibilities?
We are consistently in the process of assessing opportunities to become involved in new markets across the globe, and we were delighted to sign with Ofertas365 to provide the continent’s largest ever jackpot. The flexibility and speed to market that our platform provides our partners with were the key factors in securing such an important agreement, and this is core to what we offer our partners across the globe. We are delighted to be growing our commercial footprint across Africa, and this is where a platform approach stands out.
Emerging markets have their own unique cultures and demands, which bring their own intricacies, and this must be reflected by operators in order to engage players. Many of these aspects are subtle, but they can prove fundamental to the way a site operates. Indeed, trust is a significant factor and there are several ways to build that across individual markets.
The obvious example of differentiation in Africa is payments. Kenya, for example, is synonymous with M-Pesa, but across the continent there are a multitude of payment options that you will not see elsewhere. As a platform provider we have worked with a number of operators across the region, and have harnessed this experience in becoming highly attuned to region’s varied requirements. Put simply, we set ourselves apart by delivering understanding alongside unparalleled speed to market.
Operating in such a saturated environment, how do you ensure the sector remains modernised and appealing? And what techniques are/can be employed in order to further drive player engagement?
There are a number of factors at play when it comes to driving long-term player engagement in the lottery sector. It is worth remembering that no two jurisdictions are the same when it comes to the experiences that their players are looking for, and in that sense it is important to be in constant dialogue with operators in order to ensure that fluctuating customer preferences are being met in the most efficient manner possible.
In emerging markets there are cultural norms that must be taken into account, developing middle classes driving the adoption of certain aspects such as smart phones, which of course widens the potential for content, but there are still technical constraints to be mindful of. These factors combine to create a road map for entertainment delivery. Content needs to be engaging, responsive and delivered within the constraints of the operating environment.
Lottery games, and you might be surprised to hear virtual sports, slots and even sports betting games are becoming an increasingly important part of the puzzle when it comes to acquiring and retaining players in the lottery sector. The awareness of lottery operators about the capacity such titles have to enhance their offering and build acquisition is starting to grow as players become used to quick burst of lottery-esque content, whilst still hoping for a life changing jackpot. A targeted portfolio of constantly evolving games is known to drive both revenue and consistently higher levels of player engagement. At Twelve40, we have a range of expertly-modelled instant win titles and some surprising alternative games built into our platform, and their popularity is certainly something we will build on to continue growing acquisition and retention.
Expansion and development can be crucial within any area, and Twelve40 has recently announced deals to encapsulate virtuals, with VSoftCO, and sports betting games, with Spiffx, in its platform. How crucial is it to expand in such a way? And how do these deals enhance the Twelve40 offering?
With iGaming being such a fast-moving industry, it’s no exaggeration to say that if you are not continually moving forward, the pace of this business leaves you at risk of falling behind. Pushing the boundaries of our offering to our partners with engaging content is of paramount importance.
As I hinted at above, just because traditionally the norm has been lottery alongside instants does not mean that’s the end of the discussion. For us, working closely with our operators to look at the local market, it became obvious that we should be expanding into virtuals, and signing with a provider as highly regarded as VSoftCo was an easy decision to make. Along with our recent agreement with Spiffx, these are deals that underline our ability to capitalise on our potential with a range of exciting content and gaming entertainment, boosting our lottery offering with games that continue our tradition of providing experiences that can keep players coming back. Whilst we provide a platform, we work with the individual operators to provide games we know will complement their offering, but also help them to experiment with content that they perhaps would not have considered, driving margins through innovation.
This is definitely a trend we will look to continue, and you can expect to receive plenty of updates from us in the coming weeks and months.