ASIAN GAMING FOCUS 2018 - Ganapati Malta
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
ASIAN GAMING
FOCUS
2018
IN ASSOCIATION WITH ALSO SUPPORTED BY
Asian Gaming Focus 2018
THE ASIAN
OPPORTUNITY
Susan O’Leary says the continent offers remote gambling operators and suppliers
enormous potential, but a considered approach is essential for entering a market that
is still finding its feet
Asia has long been considered a potential goldmine lotteries and sportsbooks. The activity is also legal
for online gambling operators and suppliers. It is a in the Philippines, but operators and suppliers there
vast region in which consumers have an appetite for will find a turbulent market in which they should
gambling and technology. At present, however, the expect the unexpected.
market is covered in swathes of grey, and while some
operators and suppliers have thrown caution to the Philippines potential
wind and entered regardless, others are taking a more Online gambling licences are available to overseas
considered approach. operators and suppliers in the Philippines. They are
The decision to enter a new market should never distributed by the incumbent regulator, the Philippine
be taken lightly, and it is important that businesses Amusement and Gaming Corporation (PAGCOR),
do their homework. Asia is complex: it is a patchwork via its Philippine Offshore Gaming Operator (POGO)
of markets, each with different rules, requirements licence. The regulator has limited the number of
and expectations. Businesses must understand these licences to 50 for the time being to prevent oversupply,
subtleties and quirks, and ensure full compliance in but says the cap could be lifted at any time.
each if they are to establish themselves in the region for PAGCOR is in the unusual position of being both
the long term. regulator and operator – it runs 17 casinos across the
“Some markets will offer huge rewards, but entry carries significant risk”
To help with this, it is worth looking at the current country – but that situation is set to change this year
state of play. Asia is advanced when it comes to after the government confirmed it would be selling
gambling. The activity is legal in countries across the the properties to businesses and operators in the
continent, with consumers accessing slots, table games, private sector. This should allow PAGCOR to focus
sports betting, lottery, bingo and pachinko. Land-based more on its responsibilities as a regulator.
is the most established and common channel through The Philippines is served by a second regulatory
which consumers wager, but some jurisdictions permit body: First Cagayan. However, following the
online and mobile play as well. roll-out of PAGCOR’s POGO in 2016, First Cagayan
The size of Asia, the popularity of gambling products is believed to have lost a significant number of
among consumers, and lawmakers’ interest in licensing its licencees to PAGCOR. The shift reflects the
and regulation combine to present a very attractive turbulent nature of the market and the
opportunity for operators and suppliers. They must questions being raised over the validity of the
proceed with caution, however – the market is still First Cagayan licence.
finding its feet when it comes to remote businesses The climate of uncertainty is being driven, in
and there are plenty of pitfalls for those looking to get part, by the leader of the Philippines government,
in on the action. Rodrigo Duterte. On coming to power in 2016, he
This is true in particular for online gambling announced he would shut down all online gambling
operators and suppliers; while offering the most activity in the country, but later U-turned and said
potential, it is undoubtedly the most difficult sector to all operators and suppliers must be licensed and
navigate. Although it is generally illegal across Asia, pay the correct tax back to the government if they
it is permitted in some countries, usually via state-run wished to remain active in the market.
66 | iGamingBusiness | Issue 109 | March/April 2018
Asian Gaming Focus 2018
“Widespread regulation is coming to Asia, but it will undoubtedly take time”
He also appeared to name PAGCOR as his preferred By working with an established regulator such as
regulator, which, in turn, cast doubt over the validity the AGCC, businesses can properly prepare themselves
of First Cagayan licences moving forward. Those for launch in Asia. The AGCC has long-standing
considering entering the Philippines are advised to relationships with regulators and lawmakers across the
apply for a licence with PAGCOR, but to also support continent, as well as with local operators and suppliers.
this with a licence from an established international This means they know exactly what it takes to be
regulator, such as the Alderney Gambling Control compliant in each market, and what businesses can
Commission (AGCC). expect once live.
For example, the AGCC has developed a compliant
Avoiding potential traps solution for the Asian betting model to meet the
This approach should be taken regardless of which unique demands of the Far Eastern market.
Asian market operators and suppliers are targeting. In addition, Asian operators can obtain an AGCC
Established regulators are best placed to guide licence from any country via the regulator’s new
businesses through the licensing process and to make Category 1 Associate Certificate B2C – the only
them aware of some of the potential traps ineach licence of its type in the world.
market. While this differs from country to country, The AGCC is also ready to support regulators
certain key factors should always be taken into account. and operators in the markets pushing ahead
Operators and suppliers should educate themselves with regulation, and those that will cross the line
as to the financial structures in place in each market, first. In addition, it has a deep understanding
and whether they meet the needs of their businesses. of the requirements operators and suppliers should
They should familiarise themselves with the main meet, whether that be partnering with a local retail
financial institutions, and learn whether they are operator, the responsible gambling measures they
international, national or local. They should also need to have in place, and the games they can offer.
understand the anti-money laundering protocols Widespread regulation is coming to
they have in place and whether they provide Asia, but it will undoubtedly take time.
sufficient protection. Some operators and suppliers
We also recommend operators and suppliers will be happy to sit on the
assess the stability of the country’s currency, as well sidelines until a clearer
as the process of repatriating funds. Businesses picture emerges, while
want to be able to withdraw profits from accounts others will want to
held in that region to others located elsewhere, but seize the opportunity
different countries have different rules, processes and now. Those that are
procedures. It’s important to understand these and keen to make a move
how they affect you. must do so in a
It is also worth researching player preferences in the considered fashion.
market you are looking to enter. Consider the popularity The opportunities
of market-specific games: mahjong is popular in China, are there for the
while pachinko is huge in Japan. Punters in some taking, but only if
countries like to wager on their mobile devices, while operators and
others prefer to go to land-based bookmakers to place suppliers take
their bets. Operators and suppliers need to consider the right approach.
whether their proposition is a good fit.
Susan O’Leary is CEO of
Preparing for entry Alderney eGambling. An
With any new and emerging market, the key to success experienced lawyer, she
is balancing the risk/reward factor. Some markets will has represented some
offer huge rewards, but entry carries significant risk. of the world’s leading
online gambling operators
Operators and suppliers should only take on risks they
and service providers,
are comfortable with, and must always keep in mind
including many of
how entering one jurisdiction can affect their licensing Alderney’s licencees.
status in another.
iGamingBusiness | Issue 109 | March/April 2018 | 67
ALDERNEY - YOUR ACCESS TO WORLD MARKETS
Access
new
markets.
Reach
your
potential.
Where do you want to grow?
Globally recognised, Alderney provides
a refreshingly flexible, risk-based
approach to licensing, supporting
licensees to access worldwide markets.
We can help you reach your potential.
alderneygambling.com
12594 AG Display Advertising A3 DPS (iGaming Business).indd All Pages
22/02/2017 14:06
0
1
2
0
4
1
5
2
6
0
3
7
1
4
8
2
5
9
3
6
4
7
5
8
6
9
7
8
9
0
0
0
0
2
4
6
0
8
2
4
0
6
2
8
4
6
8
10
11
10
11
10
11
10
20
30
10
40
20
50
30
10
60
40
20
70
50
30
80
60
40
70
50
80
60
70
80
10
12
14
16
10
18 12
14
10
16
12
14
16
18
on
H2
20 20 20
a
20 20 20 20 20 20
03 03
3.8% 03
3.8% 3.8% 03 03 03 68.3% 68.3% 68.3% 3
0 2.7 03 03
2.7 2.7
TOTAL
20 20 20
following
20 20 20 20 20 20
04 04 04
ONSHORE
04 04 04 04 04 04
3.9% 3.9% 3.9% 63.2% 63.2% 63.2% 3.0 3.0 3.0
the
70 | iGamingBusiness | Issue 109 |3 March/April 2018
18 Gambling
20 20 20 20 20 20 20 20 20
05 05 05 05 05 05 05 05
59.7% 59.7% 59.7%
Not to
4.2% 4.2% 4.2% 3.5 05 3.5 3.5
compound
20 20 20 20 20 20 20 20 20
06 06 06 06 06 06 06 06
5.0% 5.0% 5.0% 55.3% 55.3% 55.3% 4.206 4.2 4.2
Capital
evolution
annual
20 20 20 20 20 20 20 20 20
07 07 7 0 07 07 07 07 07 07
5.3% 5.3% 5.3% 53.3% 53.3% 53.3% 4.8 4.8 4.8
of
be reproduced
ASIAN
20 20 20 20 20 20 20 20 20
the
08 08 08 08 08 08 08 08 08
5.8% 5.8% 5.8% 53.2% 53.2% 53.2% 5.2 5.2 5.2
growth
andwithout
20 20 20 20 20 20 20 20 20
09 09 09 09 09 09
Asian Gaming Focus 2018
5.9% 5.9% 5.9% 52.2% 52.2% 52.2% 09 09 5.5 09 5.5 5.5
iGaming
rate
sector
20 20 20 20 20 20 20 20 20
permission
Not to be reproduced without permission
Not to be reproduced without permission
4%
10 10 10 10 10 10 10 10 10
5.6% 5.6% 5.6% 50.4% 50.4% 50.4% 5.8 5.8 5.8
2%
ASIAN IGAMING GROSS WIN (€BN)
20 20 20 20 20 20 20 20 20
1
(CAGR)
11 11 1 11 11 11 11 11 11
5.3% 5.3% 5.3% 49.9% 49.9% 49.9% 6.3 6.3 6.3
1%
20 20 20 20 20 20 20 20 20
Produced by H2 Gambling Capital for iGaming Business
Produced by H2 Gambling Capital for iGaming Business
Produced by H2 Gambling Capital for iGaming Business
12 12 12 12 12 12 12 12 12
5.6% 5.6% 5.6% 49.9% 49.9% 49.9% 7.1 7.1 7.1
3%
20 20 20 20 20 20 20 20 20
of 11.7%
13 13 13 1 3 1 3 1 3 13 13
5.6% 5.6% 5.6% 48.6% 48.6% 48.6% 7.7 13 7.7 7.7
PERCENTAGE OF ASIAN IGAMING GROSS WIN
20 20 20 20 20 20 20 20 20
14 14 14 14 14 14 14 14
6.0% 6.0% 6.0% 48.0% 48.0% 48.0% 8.514 8.5 8.5
IGAMING AS PERCENTAGE OF ASIAN GAMBLING GROSS WIN
20 20 20 20 20 20 20 20 20
15 15 15 15 15 15 15 15 15
7.2% 7.2% 7.2% 48.2% 48.2% 48.2% 9.2 9.2 9.2
20 20 20
16 16 16 20 20 20 20 20 20
P P P 7.9% 7.9% 7.9%
16 16 16
48.1% 48.1% 48.1%
16 16 16
9.9 9.9 9.9
20 20 20 20 20 20 20 20 20
17 17 17
E E E 8.2% 8.2% 8.2% 17 17 17
47.8% 47.8% 47.8%
17 17 17
10.7 10.7 10.7
20 20 20 20 20 20 20 20 20
18 18 18 18 18 18 18 18 18
E E E 8.5% 8.5% 8.5% E E E 47.8% 47.8% 47.8% E E E 11.6 11.6 11.6
20 20 20 20 20 20 20 20 20
19 19 19 19 19 19 19 19 19
E E E 8.9% 8.9% 8.9% E E E 48.5% 48.5% 48.5% E E E 12.4 12.4 12.4
20 20 20 20 20 20 20 20 20
20 20 20 20 20 20 20 20 20
E E E 9.2% 9.2% 9.2% E E E 49.3% 49.3% 49.3% E E E 13.3 13.3 13.3
20 20 20 20 20 20 20 20 20
21 21 21 21 21 21 21 21 21
E E E 9.5% 9.5% 9.5% E E E 50.3% 50.3% 50.3% E E E 14.2 14.2 14.2
20 20 20 20 20 20 20 20 20
22 22 22 2 22 22 22 22 22
E E E 9.8% 9.8% 9.8%2E E E 51.3% 51.3% 51.3% E E E 15.1 15.1 15.1
up to 2022, with the market projected to reach €15.1bn based
Business are pleased to bring you the Asian iGaming Dashboard,
IGAMING DASHBOARD
8
9
0
5
0
1
2
3
4
5
6
7
8
9
0
1
02
13
24
35
46
57
68
79
0
5
0
1
2
3
4
5
6
7
8
9
10
15
20
25
30
35
40
45
50
55
10
10
15
20
25
30
35
40
45
50
55
10
11
20 20 20
20 20 03 03 20
03 03 17.1% 0.47 0.47 03 03
3.8%
TOTAL
17.1% 3.8%
20 20
0
1
2
3
4
5
6
7
8
9
0
5
0
1
2
3
4
5
6
7
8
9
0
20 20 04 20 20
10
15
20
25
30
35
40
45
50
55
10
11
10
20
30
40
50
04
04 04
20.9% 0.62 0.62 04 04
3.9%
20.9% 20 20
3.9%
20 03 20
03 03 03
17.1% 20 20 0.47 3.8%
20 20 0 20 20
05 05 05 20 0.80 5 0.80 05 05
2022.7% 22.7% 0 20 4.2% 20
4.2%
04 4 0.62 04 04
20.9% 3.9%
20 20 20 20 20
20 20 06 20 06 20 06 20
06 06 05 22.7%
05
0.96 0.80 0.96 05 06 05 5.0%
22.7% 22.7% 4.2% 5.0%
20 20 20 20 20 20
20 20 06 06 20 20 06
07 06
22.7% 07 07 0.96 5.0% 07
07 21.9% 1.04 1.04 07 5.3%
21.9% 5.3%
20 20 20 20
07 07 07
1.04 07
Betting
21.9% 20
Betting
20 20 20 5.3% 20 20
08 08 08 08
08
26.9% 1.40 1.40 08
5.8%
26.9%
Betting
20 20 20 5.8%20
08 08 08 08
26.9% 1.40 5.8%
20 20 20 20 20
17%
20
ASIAN IGAMING GROSS WIN BY17%
09 20 09
09 20
28.8%
09
1.57 1.57 20 09
17%
09 5.9%
09 28.8% 28.8%
09
1.57 09 5.9%2009
Casino
5.9%
Casino
Casino
20 20 20 20 20
20 20 10 10 20 20 20
4%
4%
10 10 10 1.71 1.71 10 10 10
and Market Intel Service. Please email data@h2gc.com4%
29.4%
10 29.4% 1.71 5.6% 10 5.6%
29.4% 5.6%
ASIAN MOBILE GROSS WIN (€BN)
2%
2%
Poker
20
2%
20 20 20
88%
Poker
11 20 11
1.87 11
Poker
20 11 20 20
20 29.7% 11 5.3% 201
11 11
29.7%
11
1.87 1.87 1
11
5.3%
29.7% 5.3%
1%
15 years focused on the global gambling industry. All of the detailed
20 20 20 20
12
2.25
1%
12 12 12
31.7% 5.6%
1%
Bingo
3%
20 20 20 20
20 20
data
12
12 12
31.7%
12 20 2.25 2.25 12 12
5.6%
20 31.7% 20
Bingo
3%
Bingo
13 5.6% 201
13
35.6% 2.76 13
5.6% 3 4
H2 Gambling Capital is the gambling industry’s leading consulting, market
20 20 20 20
20
13 13 20 13 20
14
13
2.76 2.76
PRODUCT VERTICAL 20 20
1 13 20
14 35.6% 35.6% 38.7% 3.28
14
6.0% 3 5.6% 14 5.6% 4
20
State Lotteries
20 20 20 20 20 20 20
20 15 15 14 15 20 15
14 40.3%
14 3.69 3.28 17.2%
4
14 4
14
38.7% 38.7% 3.28 6.0% 6.0%
20 20
73%
20 16 16 20
16 4.15 P 16
State Lotteries
20
42.0% 4
20 7.9% 20
State Lotteries
20 20 15 20
15 15 15 3.69 15 15
40.3% 40.3% 20
3.69 20 7.2% 7.2%
20 17 20
17 17 E
43.5% 20 4.66 8.2% 20 17
4
73%
20 20 20 1
73%
20 16 16 16 16 6P
20 20 4.15 20 20
16 18 42.0% 42.0% 18 4.15 18 P 18 7.9% 7.9%
E E E
Skill/Other/Com Lots
45.1% 5.21 E 8.5% 4
20 20 20 20 20
20 20 20 20 17 20
17 19 19 17 19 17 19
17 E 43.5% 46.9%
17 E 4.66 5.82 4.66 E E 8.9% E E 8.2% 4
‘WHITE MARKET’ PERCENTAGE OF IGAMING GROSS WIN BY REGION (2017)
43.5% 8.2%
20 20 20 20 20 20
20 20 20 20 20 20 20
18 18 E 48.9% E 18 6.51 E
20
E
E 18 E
Skill/Other/Com Lots
E 45.1% E 5.21 18 9.2%18E
Skill/Other/Com Lots
45.1% 5.21 E 8.5% 8.5%
20 20 20 20
21 21 21
E E 20 7.21
21
E E
50.9%
20 20 20 20 9.5%
20
19 19 19 19
19 E E E 5.82 19 E
E 20 46.9% 46.9% 20
22
5.82 20 E 20 8.9% 8.9%
22 22 22
E 53.1% E 8.00 E E
20 20 20 20 20 29.8%
02
20 20 20
20
E E 48.9% E E 6.51
20
E
0E
48.9% 6.51 9.2% 9.2%
20 20 20 20
20 21 21 20
21 21 E 21
E E 50.9% E 7.21 21 E
50.9% 7.21 E 9.5% 9.5%
and the right to re-publish extracts is available via H2’s Global Data
20 20 20 20
3% intelligence and data team. They have a track record of more than
20 22 22 20 22
22 E
22
E E 53.1% E 8.00 8.00 22
E E 9.8
53.1% 9.8%
Asian Gaming Focus 2018
iGamingBusiness | Issue 109 | March/April 2018 | 71
The #1
esports
betting provider
BETTING SERVICES BETTING STIMULATION
Sharpest odds and maximised profit margins for Market-leading content solutions
over 11,000 pre-match and 3,500 in-play events. covering statistics and live scores.
LIVE STREAMING Live
CONSULTING SERVICES
Largest number of official live streams Active support of your business measures
provided with the market’s fastest signal. to find the right customer approach.
Visit us at www.betradar.com
or contact us at sales@betradar.com betradar is a brand of sportradar
betradar_esports_340x240.indd 1 28.02.18 10:13
Asian Gaming Focus 2018
CARDS
(AND BEADS)
ON THE TABLE
The cultural trust of live games over random number generator and huge popularity of
baccarat sees table games drive a larger slice of the online casino revenue than they do
in Europe, writes Asia Live Tech’s Neph Vargas. So how can the product and offer be
leveraged and adapted to revitalise an increasingly stale table games segment in Europe?
Everyone knows that casino gaming in Asia Take sic bo, for instance. Anyone who has visited
is a unique experience. Whether you visit the Macau will have heard of this game even if the rules
biggest casinos in Macau, Singapore, Manila might be somewhat hazy. Sic bo is a dice game
or at our own venue in Cambodia, you will and a pure game of chance with a win or a loss
instantly realise that any gaming venue in Asia on every roll of the dice.
offers a very different feel to those in the US or Or we have fan tan, a game played which
in Europe. has similarities to roulette and is played with beads
In many ways the actual gaming is more set by the dealer around a square on a table.
elemental. The atmosphere is most obviously Notably, sic bo and fan tan are popular games
culturally alive and the players tend to be more with Chinese gamblers and this brings us to
concentrated and involved. It is the Asian way. another vital element in understanding the Asian
Gambling is in our DNA in a way that just isn’t table game scene. While we often categorise games
the same elsewhere in the world. In particular, as being a favourite with players in Asia, what we
the love of table games becomes obvious the should say more clearly is that they are popular with
minute you walk into any casino in Asia. players in particular countries in Asia.
So when it comes to live casino online, it There is another popular card game called
might also be argued that the Asian way needs dragon tiger. On the surface it is a very simple
to be different to the approach in Europe. game, but dragon tiger is popular among players
Certainly, the rise of live casino is often from Indochina. Then there is xoc dia, a game
credited to the rising interest in the Asian played with coins or tokens that has become
markets. The Asian punter wants something trendy among gamblers in Vietnam. Or belankai,
more from their online casino experience than a game played with a four-sided top or a
numbers being displayed on a screen. Whether belangkas which is popular with Malaysians.
it is roulette or some of the more Asian-focused Although these games are designed to appeal
games, the Asian customer wants to feel that individually to various locations they also Neph Vargas is in
they are part of a real game, not just watching have a global appeal owing to the way Asian charge of online marketing
a random number generator in action. communities have grown worldwide. and business development
This comes down to an issue of content. A Malaysian living in Vancouver and someone for Asia Live Tech which
provides white-label live
We all know that baccarat has an appeal for the from China living in Australia will immediately
dealer casino services
Asian player much more so than for those in the see the appeal of playing live dealer versions of from its wholly owned
west. We also know that roulette is likewise popular, the games from their homeland. land-based casino in
though here clearly we can see that its appeal is The widespread adoption of Asian table games Cambodia. It has also
much more global. via live casinos is sure to broaden their appeal recently entered into
the provision
However, there are other games that are simply while also catering for an existing audience.
of cryptocurrency-
not part of the ‘canon’ in Europe. Games that are In many ways it makes table games and live
driven casinos.
clearly Asian in origin and appeal. casino an online match made in heaven.
iGamingBusiness | Issue 109 | March/April 2018 | 73
THE FIRST
BITCOIN iGAMING SOFTWARE PROVIDER
IN ASIA
AsiaLiveTech.comTHE FIRST-EVER
iGAMING REVENUE SHARING POOL PROGRAM
91% +
CASINO REVENUE
UP TO 30%
ALT REVENUE SHARE
$$$$ $$$$
$$ $$
$$
$$$$$
$
$
$$$$$
$$
OPERATOR A OPERATOR C
$$$$ $$$$
$$
$$
$
$$
$
OPERATOR B OPERATOR D
WHY SHOULD YOU JOIN?
EARN
BIGGER!
FIRST AND ONEEOFFA KIND iGAMING REVENUE
SHARING POOL PROGRAM FOR iGAMING OPERATORS
EXPAND AND INCREASE MARKET SHARE AND EARN
REVENUE SHARE EVEN IF IT’S NOT YOUR TARGET MARKET
BE AWARDED BASED ON YOUR PERFORMANCE
PAID MONTHLY
AsiaLiveTech.comAsian Gaming Focus 2018
PLATFORMS:
WHEN A PLAYER JOURNEY BECOMES
BUSINESS STRATEGY
As competition between operators becomes ever more intense, the capability of their CRM
systems could make all the difference, writes Aleš Gornjec
The multi-channel player is the most valuable the only thing that separates leading operators from
demographic in the gaming industry and operators lesser known market players is the ability of each of
in Asia must prioritise customer relationships in their platforms to respond to player data without only
order to stay competitive. A verified way of enhancing concentrating solely on operator benefits.
retention metrics is through technology that responds
to business analytics to engage, acquire and reactivate Omni-channel CRM: all-in-one solution
all player segments. Platforms and their technical Managing retention metrics not only calls for refined
capacities are the backbone of the igaming industry CRM modules, but a format that combines data from
and, through this, can methodically optimise the all playing channels to create a converged player
player journey and shape their business objectives. offer. Convergence brings a number of key strategic
benefits, including competitive advantages through
Player marketing: keeping competitors close, exceptional customer experience. Actively steering a
but players closer player’s life cycle is to purposefully map and manage
With powerful segmentation, operators in Asian revenue, whereas cross-selling products and channels
markets can provide players with an enhanced work to capitalise on specific vendor strengths to
online experience that attracts and rewards them guide player migration. Advancements in platform
according to their unique activity. Customised structure allow configuration and scalability along
bonuses, personalised content offers and loyalty any operator size, business preference, requirement
awards work to upgrade multi-channel operations, and regulatory condition. With these enhancements,
drive revenue and promote a unique online gaming platforms optimise every aspect of the multi-channel
experience. High-caliber platforms such as Comtrade operation by identifying key player segments,
Gaming’s iCore do not only focus on acquisition or automating marketing campaigns and managing
Aleš Gornjec is the
retention, but manage the entire player lifecycle to operations with its business intelligence back office.
general manager of
guide and define player lifetime value. For example, CRM modules extend the capabilities of an Comtrade Gaming, a
with Comtrade Gaming’s platform technology, operator’s existing systems with single customer high-end software and
operators are able to program separate bonuses for profiles, centralised segmentation and bonusing, technology supplier that
acquisition or retention through player information loyalty and promotions management. Designed delivers open platforms,
that is collected from data collection modules and to complement any existing management system, systems and services for
land-based and online
segmentation properties. Comtrade Gaming’s products support business
sectors. The company’s
The online gaming industry benefits enormously processes by providing comprehensive insight into product portfolio includes
from market-leading platforms as they are specifically campaign performance with on-time, informed igaming platforms,
built to maximise both player and operator interests. business information. As competition between server-based gaming
The goal with any platform is to engage players operators continues to increase, it seems that the systems and mobile
gaming products that
through technical additions and with automatic data capability of CRM modules and systems will be the
cater to regulators,
analysis and attractive player marketing, retention differentiating factor on how platforms influence operators and vendors.
and acquisition KPIs will always be met. Essentially, player lifetime value.
iGamingBusiness | Issue 109 | March/April 2018 | 77CONNECTING PEOPLE AND
INNOVATIONS
IN THE ASIAN
ENTERTAINMENT INDUSTRY
連接亞洲
娛樂業界與創新科技
Market Trends. Quality Products. Networking.
市场趋势、优质产品、建立联系 VISITOR PRE-
G2E Asia: Informs smart business decisions. REGISTRATION IS
亞洲國際娛樂展：助您作出明智的商业决策 NOW OPEN
觀眾預登記
現已開始
MAY 15 - 17, 2018 | 2018年5月15-17日
THE VENETIAN MACAO | 澳门威尼斯人
A G2E EVENT PRESENTED BY ORGANIZED BY SPONSORED BY
www.g2easia.comAsian Gaming Focus 2018
THE GENERATION GAME
Sportradar’s Michael Maerz suggests how the igaming industry could gain traction in Asia
via the emerging world of esports, which is quickly gaining popularity among young people
Next gen punters are all about esports… the traditional ways of betting. There has to be much
It doesn’t just apply in Asia, it applies worldwide, more stimulation, visual stimulation as well. To
in that millennials have a completely different convert esports fans into esports punters, you need
approach. In a way, it’s a bit scary. I think within to have streaming to go with it and offer live bets.
the next five years, esports will be one of the most And you probably need to have some sort of
watched sports worldwide. It will overtake the community messaging board/live chat features that
Superbowl; it will overtake the [Football] World Cup. reflect the experience that an esports fan already
And that is being driven by the younger generation. enjoys when watching games on Twitch, for example.
When I look at an esports game, I get dizzy. I have
no idea what’s going on. But the younger generation Look to player markets…
know exactly what to look for, they know the teams, What we have seen is a growing request for betting
they know the players. on players in esports, just like you would as a football
There are several aspects or challenges the gaming fan with Ronaldo or Messi. The so-called player
industry has. One option would be to get the current markets are becoming more popular, so you can bet
and traditional punters to bet on esports and to get on how many shots at target Ronaldo has, will he
them to understand the games, which is almost convert the penalty, get carded etc. And that’s exactly
impossible. What is probably easier is to get esports what esports fans now want, to be able to bet on the
fans to bet on esports, but this is not done through players they follow.
78 | iGamingBusiness | Issue 108 | January/February 2018Asian Gaming Focus 2018
Get mobile… With matches like Counter-Strike, we offer by
Some companies have completely switched off far some of the fastest data, and that is extremely
their desktop platform, so if you go to their URL on a important with esports, especially because you
laptop, you are directed straight to their mobile site. have smart punters who will jump on any latency.
Mobile penetration is higher in Asia than We also have a relationship with Dojo Madness,
Europe and the internet costs are reasonable, even who are experts in their field when creating and
in the provinces, so you have access to a lot more developing mathematical models and algorithms
technologically advanced mobile systems, which for trading on titles in play. We have in-play odds
are also significantly cheaper. on the three major titles, Counter-Strike, Dota 2
Esports happens on mobiles, so it’s important and League of Legends, and they use advanced
to make whatever offer you have mobile-friendly. technologies, such as optical character recognition,
This is difficult, as you want to have streaming,, to apply machine learning for the odds to be always
which consumes bandwidth, but it also takes away accurate. So we are very happy with the cooperation,
retail space on the phone, so you are limited with as it guarantees us the best and most accurate
what you can offer. There are, of course, experts odds in the industry, and that of course means Michael Maerz is
who specialise in mobile solutions. Betradar can the best product. managing director of
make recommendations to operators, to our Esports is quite a big investment for us in Asia, betting at Sportradar.
He oversees the
customers, on how to integrate esports and mobile enabling us to tap into a rapidly growing market
development of Betradar’s
solutions to target new audiences. and deliver the best experiences to new and existing two main product groups,
fans. The world of esports is always changing, with Pre-Match Odds Services
Keep up with new technology and trends… new titles coming up all the time that are gaining and Live Odds Services,
One of the more important reasons as to why popularity quite quickly, while others go out of which offer more than
400,000 pre-match
operators should look to us when it comes to esports fashion equally as quickly. As such, we’re continually
and 240,000 in-play
in Asia is because we have access to real live data looking at new titles to be able to offer in-play betting events per year.
via our exclusive partnerships with ESL, for example. for all the latest esports fast, accurately and reliably.
iGamingBusiness | Issue 109 | March/April 2018 | 7922-24 April 2018
Tivoli Mofarrej
São Paulo, Brazil
@BgCongress
#BgCongress
For more information or to register please visit:
www.braziliangamingcongress.com
Japan
Gaming
Congress
10 – 11 May 2018
Conrad, Tokyo, Japan
@JgCongress
#JgCongress
For more information or to register please visit:
www.japangamingcongress.comAsian Gaming Focus 2018
‘ASIAN IGAMERS WANT
TO HAVE MORE FUN’
Taku Sawada of Ganapati says Asian igaming suppliers have the inside track on the unique
designs and concepts that are key to unlocking the region’s huge potential
Being one of the well-known igaming What are Ganapati’s key strengths that have
suppliers in the region, what are your given it a competitive advantage over others
thoughts on the igaming industry from the in the Asian market?
perspective of the Asian market? Even though we started in the European market,
The market in Asia is expanding before our eyes: it we are of course a Japanese company; there are
is the future king of all the markets. If you look at some things in Asian culture that you can’t teach or
land-based casino — the revenue that comes out of learn — it is embedded from birth. We have a deep
Macau is almost three times that of Las Vegas — you understanding of the designs and concepts that
get a feel for just how powerful this market is. Asia work well in this market.
makes up more than 59% of the world’s population, Another huge advantage we have is that
so we can’t really be surprised that it is such a huge igaming is, and will be for many years, illegal
market. On top of this, gambling is embedded in in Japan; there is very little competition. There
many of the continent’s cultures and histories. are only a handful of Japanese companies
Gambling in China, for example, has been around in the industry and even fewer in igaming,
for thousands of years — a lottery may have even so we have a small monopoly when it comes
been used to help fund the Great Wall of China. to providing the Asian market with the highest
With such a strong taste for gambling in Asia, level of beautiful, immersive Japanese slot games.
I believe it’s a key and ever-expanding market that
we need to give serious attention to. What are the key characteristics of
an Asian igaming player?
What are the main challenges the Asian The Asian market and igaming players
igaming industry is facing today? want to have more fun with the
Unfortunately, the gambling industry in much games. Given the regulations,
of Asia still doesn’t have a very positive image. skill-based games are
For example, you look at the slot games in US much more popular than
and Europe, and you have some of the biggest the typical slot game.
movies being turned into slot games — Batman, With a lot of the currently
Ghostbusters, Rocky, Charlie and the Chocolate popular games, the maths
Factory — and TV shows including Game of used in the back end are
Thrones, Sex and the City and even The Brady just the same, but the
Bunch, as well as games such as Pac-Man and game is created to make
Monopoly. Whereas in the Asian market, due to the player feel like they are
the image that gambling still has, it is almost having some sort of control,
impossible to collaborate with the famous characters such as shooting or car racing
and brands, like Nintendo’s games and characters or fishing. I believe that with
such as Hello Kitty. With Ganapati being a Japanese the Asian market being so huge
Taku Sawada is CEO of
company with strong ties in the entertainment and diverse, so much fun can be
Ganapati Malta and has
industry, we are really trying to change the had in creating a slot game.
been with the gaming
perception and be able to bring the world some You can really take the games to company since 2013.
of the characters they want to play. new heights.
iGamingBusiness | Issue 109 | March/April 2018 | 81You can also read
