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adesso and Finnish software developer Fennica Gaming have launched an iGaming platform collaboration. The aim of the venture is to integrate eInstants – Fennica Gaming’s online scratch cards that are popular among Finnish customers – into adesso’s state-of-the-art iGaming platform LotteryForce, and then to offer this enhanced portfolio of games on the international lottery market. adesso will present the new offering for the first time at the World Lottery Summit 2022, which begins in Vancouver on 16 October.
Fennica Gaming, a subsidiary of Finland’s government-owned lottery company Veikkaus, is a new IT provider for games and solutions in the gaming industry. The company has used its in-depth knowledge of the interests of lottery players to develop state-of-the-art online scratch cards (eInstants) as a new online feature for lottery companies. The online scratch cards are designed in such an attractive way that they make playing more fun and give customers a more enjoyable lottery experience. Fennica Gaming has chosen adesso as its first iGaming platform integration partner for GaaS (Games as a Service) solutions to integrate the new range of games into the LotteryForce platform, which is the established iGaming system provided by lottery expert adesso. The two partners can therefore jointly market the software for the online scratch cards to interested lottery companies as part of an international iGaming platform integration service.
Joni Hovi, Senior Vice President at Fennica Gaming, highlights the benefits of the collaboration with adesso: “We want government-owned lottery companies around the world to benefit from the special features our eInstants offer to their customers. Throughout the platform integration, we were won over by the excellent technical expertise and high level of specialist knowledge shown by our partner. Working closely with a player of adesso’s stature – a company that has been operating successfully in the international lottery business for many years – makes us feel confident about marketing our product to government-owned lotteries.”
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Scientific Games has extended a long-term license partnership with Banijay Brands for instant scratch and digital lottery games across 24 territories for the popular DEAL OR NO DEAL TV gameshow brand. Scientific Games most recently launched DEAL OR NO DEAL lottery games in Canada, France, New Zealand and the U.S. The new agreement includes these markets, with the addition of Australia, Austria, Azerbaijan, Belgium, France, Germany, Greece, Hungary, Ireland, Israel, Italy, Lithuania, Norway, Philippines, Poland, Portugal, Romania, Slovakia, Spain, and Switzerland.
Scientific Games’ longstanding relationship with Banijay Brands, the commercial arm of international content producer and distributor, Banijay, and the DEAL OR NO DEAL license spans 16 years and more than 110 lottery games globally to date.
Lex Scott, Commercial Director for Banijay Brands, said, “Banijay is home to some of the most recognizable brands on the planet, and we only work with the best partners to grow our IP beyond the screen. Scientific Games has long been a trusted collaborator for us, and the creative and innovative way it works with DEAL OR NO DEAL proves incredibly popular around the world.”
Scientific Games innovated an industry-first DEAL OR NO DEAL Linked Games lottery winners’ event in 2007, which sent 100+ players from across the U.S. to Hollywood for a TV game show-like experience. Since then, Scientific Games has produced three exciting DEAL OR NO DEAL winners’ events for more than 230 lottery winners from across the U.S.
Scientific Games currently offers the world’s largest portfolio of lottery licensed properties featuring more than 100 TV gameshow, pop culture, nostalgia, sports, and other entertainment brands.
Kyle Rogers, Vice President of North American Instant Products for Scientific Games, said, “Working with the iconic DEAL OR NO DEAL TV gameshow brand to create the global lottery industry’s first linked instant game was just the beginning of Scientific Games’ successful journey with our Linked Games products. And now we look forward to a bright future for the brand in the lottery sector, particularly as retail and digital lottery channels converge. DEAL OR NO DEAL is the perfect brand for that path.”
Scientific Games provides retail and digital games, technology, analytics and services to 130 lotteries in 50 countries around the globe. The company is the world’s largest instant games creator, producer and services provider in the world, with products generating more than 70% of global instant game retail sales.
Deal or No Deal TM & © 2002, 2022 Endemol Shine IP B.V.
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With the Qatar World Cup fast approaching we spoke to Thomas Aigner, Head of Business Development at Ibex.Ai about how operators can begin to revolutionise their CRM tactics ahead of the biggest sporting event of the year. Here we explore the opportunities available for operators choosing to modernise their approach to CRM marketing and make use of personalisation and automation developments in this sector.
The World Cup not only represents the biggest sporting event of the year but also provides opportunities for operators to create engaging promotions to retain existing customers. Many players may visit a casino or sportsbook platform infrequently with events such as the highly anticipated World Cup being the perfect opportunity to reintroduce these players to the content, bonuses and promotions available on your platform. Introducing Artificial intelligence can re-activate these players and keep them engaged through the use of machine learning and AI-powered personalisation and automation allowing operators to optimise the CRM process and limit the likelihood of players using competitors’ websites. This also allows operators to begin reaching players using the correct channels, especially important as we enter a period of increased sports betting.
Assuming a great acquisition strategy is already in place, the big differentiator in creating a successful CRM campaign is offering players a fully personalised experience. This means showing the content that resonates with them to engage with their interests and this is what will fundamentally aid in their retention in comparison to a competitor’s campaign. Typically, this is achieved using segmentation and defined target groups, with many customers within a group being targeted using the same campaign. This may provide an illusion of personalisation however at this level of granularity true personalisation through segmentation cannot be achieved. Fundamentally what may work for one player cannot be extrapolated to work for all and with such a popular sporting event taking place, these concerns need to be resolved.
It is presumed that the solution to this problem is creating additional segmentation groups with smaller and smaller groups being created and targeted. However, this becomes unscalable very quickly especially when an operator has multiple brands, trades across jurisdictions, has numerous CRM teams or has seen a recent increase in its player base whether through natural growth, affiliate opportunities or sporting events such as the World Cup. The segmentation currently used again doesn’t resolve the problem of personalisation. To answer this issue of personalisation the ecosystem has already begun modifying the CRM practices that it uses and introduced artificial intelligence and machine learning into the process. AI allows the tracking of players on an individual basis to determine what campaigns they interact with and what engages with them be that the content offered by a casino, a match deposit bonus or a particular game. In contrast to the segmentation approach AI also allows the CRM process to be fully automated with no need for managers to oversee this work or control workflow and no manual scheduling needed to initiate communication. The insights gained from the use of AI will be key to reintroducing customers to your platform to place bets during the World Cup.
Additionally, the World Cup will see operators increasing their spend on CRM to attract existing customers, however, utilizing AI and more specifically Ibex.ai operators can save money in this department. Players that are communicated with via an email marketing campaign will only be triggered if this communication will result in a positive spend for the operator when using Ibex. This negates overspending on customers who may not prove to be profitable and actively encourages the use of a smarter way of budgeting around CRM allowing for additional money to be saved. This process also avoids the ever-present and growing bonus abuse problem with users who seek these loopholes not being targeted by the AI and in turn reduces the costs of campaigns.
The email marketing campaign is also a key part of the CRM calculations used before generating messaging for a prospective customer. Timing and using the correct channel to reach an existing consumer is key for them to engage with the content and this is compounded during a month-long sporting event. Email campaigns, SMS, push notifications and more can be used to reach a customer however the timing of this messaging is also key. If they typically respond to a campaign during the evening marketing focused on an upcoming football match will need to be communicated the night before rather than on the day to encourage interactions throughout the month. Ai considers the timing and most useful channel to use prior to communicating with a player.
It is a guarantee that operators are asking themselves how they will manage their CRM practices during the World Cup and Ibex.Ai are offering a trial period to perspective operators looking to upgrade their services. This requires no initial integration and can deliver all your CRM needs before the first whistle blows on top of the current systems you have in place. We ask you to challenge the status quo and don’t simply reuse the same CRM tactics used for the last world cup to retain customers. As many competitors have begun to take advantage of the automation and personalisation offered through Artificial Intelligence, don’t fall behind. We can provide prospective clients with a trial focused on their churned players to provide insight as to the deliverables of our AI-powered services.
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The price of video game franchise FIFA has increased quicker than the rate of inflation, according to new research. Looking at the cost of each edition since 2007, the average price of each game has increased on average by 4.31%.Whereas the average Consumer Price Index (CPI) inflation rate in the UK has risen just 2.52% year-on-year.
The data, which was compiled by investment platform Saxo, has also predicted the average price increase of future FIFA games, soon to be renamed EA FC. EA FC 24, due out next year, is expected to rise to at least £73. While the first game expected to be priced at £100 is expected to be EA FC 32, released in 2031.
Anaam Raza, financial expert at Saxo, said: “As inflation rapidly increases in the UK, it’s more important than ever that the general public is aware of how the prices of goods are and can be affected.
“Our research has shown that, though in this case the popular FIFA franchise has been priced above inflation estimates, the cost of everything has continued to increase over the past 15 years – rising the most exponentially in the most recent five years.
“With inflation hitting close to 10% already this year and being predicted to go higher in 2023, it would be no surprise to see next year’s edition of the game being significantly bumped up in price once again. This may be to factor in an increase in manufacturing, maintenance and staff costs, which may fast forward the potential for the first £100 football game sooner than 2031.”
Game Edition
Console
Year of Release
RRP
Price Increase (%)
Average CPI Inflation Rate
Cost (with inflation)
FIFA 08
PS3
2007
£39.99
2.39%
FIFA 09
PS3
2008
£39.99
0.00%
3.52%
£41.40
FIFA 10
PS3
2009
£44.99
12.50%
1.96%
£42.21
FIFA 11
PS3
2010
£49.99
11.11%
2.49%
£43.26
FIFA 12
PS3
2011
£54.99
10.00%
3.86%
£44.93
FIFA 13
PS3
2012
£49.99
-9.09%
2.57%
£46.08
FIFA 14
PS3
2013
£39.99
-20.00%
2.29%
£47.14
FIFA 15
PS4
2014
£44.99
12.50%
1.45%
£47.82
FIFA 16
PS4
2015
£44.99
0.00%
0.37%
£48.00
FIFA 17
PS4
2016
£45.99
2.22%
1.01%
£48.49
FIFA 18
PS4
2017
£49.99
8.70%
2.56%
£49.73
FIFA 19
PS4
2018
£49.99
0.00%
2.29%
£50.87
FIFA 20
PS4
2019
£59.99
20.00%
1.74%
£51.75
FIFA 21
PS5/PS4
2020
£59.99
0.00%
0.99%
£52.26
FIFA 22
PS5
2021
£69.99
16.67%
2.52%
£53.58
FIFA 23
PS5
2022
£69.99
0.00%
8.27%
£58.01
Average increase
4.31%
2.52%
EA FC 24
PS5
2023
£73.01
EA FC 25
PS5
2024
£76.15
EA FC 26
PS5
2025
£79.43
EA FC 27
PS5
2026
£82.85
EA FC 28
PS5
2027
£86.42
EA FC 29
PS5
2028
£90.14
EA FC 30
PS5
2029
£94.03
EA FC 31
PS5
2030
£98.08
EA FC 32
PS5
2031
£102.30
*All data based on prices of games for PlayStation consoles. Recorded at 3pm 06/10/2022
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