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The Russia opportunity: online casino, football and the World Cup WORLD Cup fever is sweeping the nation but it’s not just sportsbook operators who can make the most of this summer’s action. Daniel Long, Head of Asia at Habanero; Robert Lee, Commercial Director of Realistic Games; and Melissa Summerfield, Chief Commercial Officer at Pragmatic Play, reveal how cross-selling football and slots offerings can help boost casino operators acquisition and their share of the market. What was the process behind creating a football-themed slot? Long: “We try to ensure the theme of the game fits its gameplay as much as we can. We have however found that past slot games failed to truly capture the spirit of the beautiful game, in that no slot really lets you play a football game where the ball is kicked around. “In that we achieved what we set out to do with Knockout Football . The tournament is going to capture the world’s attention, as it does every four years, and we’re hoping to help our operator partners capitalise.” Lee: “We’ve produced a number of football slots before, such as bespoke games for BetVictor to support their sponsorship deal with Liverpool Football Club, as well as their Million Pound Goal promotion around Euro 2016. These games have been very successful, as has Goal!, which we launched to all our customers in August 2016. Football is a universal language that speaks to billions of people around the world, so it makes perfect sense to launch a brand new game around the tournament.” Summerfield: “ The Champions was created to engage the player in many ways. Firstly, it allows the theme and therefore the experience to be personalised, by letting the player choose his favourite international team. The player’s selection then changes the graphics of the game to the general colours of that team.
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