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How Parimatch Use Data-Driven Approaches to Launch Experimental Betting Projects
Parimatch is changing the betting industry, and data is the key to these changes. Together with Head of BI and Analytics Parimatch Anna Gayvoronskaya, we’ll tell you how we applied data-driven approaches to launch the session game Footboss — a new gamified way to involve customers in the betting world.
Parimatch Betting Experiment: game Footboss
Footboss is a simple soccer-themed IDLE RPG game integrated into the Parimatch app: the player doesn’t need to register anywhere else if he already has an account in the system.
Games are designed for relaxation and chilled-out gameplay — conventionally, there are 5 minutes for which you can manage to go through a couple of bosses, acquire new skills and get prizes. Among the awards were Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, and other branded gifts from Parimatch.
Parimatch natively integrated betting into the game: the player could place a couple of bets and speed up the progress, but this was completely unnecessary.
How Footboos Engaged Players
The global goal of Footboss is to refresh the world of betting: the game was conceived as an alternative to the boring campaigns and promotional offers for Euro 2020. In addition to focusing on high odds, bonuses, and competitions in marginality, the goal was to give players variety and new emotions.
Thanks to Footboss, the player returned to Parimatch not only because he wanted to place a bet or check the odds but to take a break, win a few fights and get a prize in a process. The game developers specially made it session-based so players would not get stuck in it for hours and returned to their business after a couple of boss fights.
Footboss’s main gaming adventure is to free ten soccer stadiums from the giant invaders. The game’s key character is the Coach, whose task is to prepare his players for effective penalties and non-standard decisions day after day.
At first glance, the game seems simple, but with each new level, the player discovers many directions to deepen and develop their characters. Thanks to the random distribution of awards and achievements, the journey became unexpected: different things, tasks, heroes always dropped out. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
Ways to Use Data-Driven Approaches
Nowadays, in business, not enough to be guided by feelings or intuition. We must base global steps on data and analytics because analytics answers the question, “what can we do to make this product better?”
Before the launch of Footboss, a BI team completed the game’s mathematical model, which was the basis for the player’s interactions with Parimatch products. Also, data specialists developed a mathematical system for the equiprobable drop of prizes, according to which the player could get a prize regardless of how much money he spent on the game.
*quote*
Placing some bets could speed up the game’s passage, but this does not affect the dropout of prizes.
The compilation of models and comparison with the bases of active players of Parimatch helped to attract the number of players to Footboss, calculate the possible increase in GGR and the costs of the project.
For developers, data analytics prepared dashboards of the game progress, the number of participants, and their activity.
We frequently analyzed players’ engagement during the promotion period and made updates based on this data, for example, extra-levels or new characters.
We carried out the work with data at all stages of the project, including calculating the retrospective results. Here’s the data we’ve collected for future versions of the game:
- the number of players
- player engagement rate
- number of fights
- number of completed quests
- the average and the maximum duration of a gaming session
- number of open loot boxes
- game speed run
- the number of registrations on the site and application
- conversion of landing pages
- email open rate
- costs of prizes per active player
- the financial result of an experiment
Data to Highlight the Pandemic Damage
It’s hard to describe 2020 projects without mentioning the pandemic impact. The crisis and quarantine dealt heavy damage to the entire market, and the Footboss campaign was no exception. Everything went wrong: change of concept due to the cancellation of Euro 2020, anti-crisis measures in the company, limiting the launch of the game to 1 region out of 7 planned.
We calculated not only positive results but also what we received less due to the pandemic and crisis:
- loss of audience and GGR due to the cancellation of Euro 2020
- losses due to launch in only one region of the brand’s presence
- losses due to out of sync with the marketing campaign
- losses from the lack of integration of other company’s entertainment
Data-Driven Approaches for Future Experiments
The fundamentals of data-driven approaches lie in that data can be collected not only for retrospective activities but also throughout the entire process. You can build mathematical models at the beginning of the experiment, compare them with real performance, make adjustments, and achieve a positive effect for the business.
If earlier everyone in betting analyzed only the results of campaigns, now the data is used at all stages. We plan and build the mathematical models, make adjustments based on the results we obtained, and then we conduct a retrospective for future projects. Working with data has now become a continuous process from post facto analysis of results.
For Footboss data-driven, the approaches helped to calculate the number of potential players, the profit from their attraction, and the losses caused by the pandemic.
The first launch of Footboss opened the door to a new approach to attracting players to the world of betting. As CPO Parimatch Sergey Berezhnoy said: “We have built a stadium where we held the first championship.”
So new adventures await the players, and we are developing new quests and game levels — and all game activities will improve thanks to the data from previous versions of the project.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
This month The Navajo Nation Gaming Enterprise honoured 186 of its total 1200 team members for reaching significant employment milestones including 15, 10 and 5 years of service for the enterprise. The event at Twin Arrows Navajo Casino Resort in Flagstaff, Ariz. showcased the impact and journey of each hard-working team member, with a special highlight for 29 employees who have served for 15 years.
Bruce Smith Enterprise and The Cordish Companies have been selected by the City of Petersburg, Virginia to codevelop a $1.4 billion Live! Gaming & Entertainment District, anchored by Live! Casino & Hotel Virginia. The Petersburg City Council unanimously approved Bruce Smith Enterprise and The Cordish Companies as the City’s preferred development partner on the transformative mixed-use project. The proposed project will generate billions of dollars in economic benefits and spinoff development, create thousands of new jobs and benefits to the local community and become a major new tourist destination for the City and the Central Virginia region.
CT Interactive’s LATAM team, led by Diego Verano Ponce and Ana Ruth Farías, attended SIGMA Brazil from April 23 to 25, 2024. The company’s decision to participate in the event underscores its commitment to expanding its presence and strengthening relationships within the region. The presence of Diego Verano and Ana Ruth Farías at SIGMA Brazil provided an excellent opportunity for CT Interactive to engage with industry stakeholders, discuss emerging trends and explore potential partnerships in the LATAM market.
The Colorado Division of Gambling has launched a new illegal gambling awareness campaign. The “Play Legit. Gamble Only Where Legal.” campaign aims to educate the public about the risks associated with illegal gambling and the importance of supporting regulated gaming venues. The campaign emphasises legal gambling options, including casinos in Black Hawk, Central City and Cripple Creek, as well as online sports betting and off-track betting.
Lottery.com Inc. announced the restart of its sweepstakes operations in conjunction with the WinTogether Trust, a registered 501(c)3 charitable organisation. The proceeds from the sweepstakes will benefit Street Child United. The sweepstakes had a soft launch on April 3, 2024, and is available at http://donateto.win, the successor to Lottery.com’s WinTogether.org platform.
Partnerships
Hard Rock International, Seminole Gaming and Royal Caribbean Group brands, Royal Caribbean International and Celebrity Cruises, unveiled a global partnership that will benefit both vacationers and team members of the brands. Travellers around the world can take advantage of accommodations, meals, discounts and more at Hard Rock and Seminole casinos, hotels and cafes, and on Royal Caribbean International and Celebrity Cruises vacations based on the milestone announcement made by two of South Florida’s largest private employers.
SCCG Management has signed a contract with the British Columbia Lottery Corporation (BCLC), the B.C. Crown corporation which conducts and manages commercial gambling in the province, including lotteries, casinos and online gaming. This partnership aims to undertake a comprehensive assessment and strategic enhancement of BCLC’s diverse operations. The work between SCCG and BCLC will involve a thorough review of technological infrastructures, strategic market positioning and the integration of various gaming modalities.
The post Gaming Americas Weekly Roundup – April 29-May 5 appeared first on European Gaming Industry News.
Alcohol and Gaming Commission of Ontario (AGCO)
Soft2Bet strengthens integrity monitoring with IBIA membership in Ontario
Soft2Bet, a leading casino and sportsbook platform provider, has joined the International Betting Integrity Association (IBIA) and activated its membership in Ontario, Canada, following its licensing in the Canadian province.
Soft2bet obtained its Certificate of Registration from the Alcohol and Gaming Commission of Ontario (AGCO) at the end of March, where the company’s Ontario-focused brand Tooniebet.com will now feed into IBIA’s world-leading sports betting integrity monitoring platform before worldwide implementation in the coming months.
IBIA includes over 50 of the world’s leading sports betting and gaming companies, who operate over 125 sports betting brands. Soft2Bet’s decision to join the association further strengthens its own internal betting integrity protocols and IBIA’s position as the world’s leading sports betting integrity monitoring body.
David Yatom Hay, General Counsel at Soft2Bet, commented: “Soft2Bet is delighted to be joining the IBIA as we strengthen our own betting integrity monitoring processes and play our part in furthering the IBIA’s long-standing work on this key issue. Ontario is a world class iGaming jurisdiction; it will be the first market where we will implement our IBIA membership and we look forward to deploying the monitoring infrastructure worldwide in all the other markets in which we operate.”
Khalid Ali, CEO of IBIA, said: “Soft2Bet is a very welcome addition to IBIA, further strengthening our position in the Ontario market. The operator’s decision to join IBIA demonstrates its desire to utilise the best integrity protection available for its sportsbook product. The association is delighted to be able to integrate Tooniebet within our integrity monitoring system and looks forward to working closely with Soft2Bet to maintain the high integrity of its sportsbook.”
IBIA is a not-for-profit body that has no competing conflicts with the delivery of commercial services to other sectors and is run by operators and for operators to protect regulated sports betting markets from match-fixing. IBIA’s global monitoring network is a highly effective anti-corruption tool, detecting and reporting suspicious activity in regulated betting markets.
Through the IBIA monitoring network it is possible to track transactional activities linked to individual customer accounts. IBIA members generate more than $300bn in annual betting turnover (handle), accounting for approximately 50% of the global commercial regulated land-based and online sports betting sector, and in excess of 50% for online alone.
IBIA recently released a report on the Availability of Sports Betting Products which highlighted Ontario as a leading regulated gambling jurisdiction, with an expected onshore channelisation for sports betting of 92% in 2024 forecast to rise to 97% in2028. IBIA currently represents over 60% of the private sports betting operators licensed in the province. All online sportsbetting operators licensed in Ontario are required to be part of a betting integrity monitoring body.
IBIA’s Q1 2024 report detailed 56 alerts during the quarter. IBIA alerts contributed to the investigations and subsequent successful sanctioning of 21 clubs, players and officials in 2023, an increase on the 15 sanctioned in 2022.
In a thrilling display of fortune and skill, Tusk Casino announces a monumental win by Adelheid, a passionate player from South Africa, who secured an astonishing R189,000 from a mere R100 bet on the renowned casino slot game, Gate of Olympus. This remarkable achievement underscores the high-stakes excitement that Tusk Casino offers to its players.
Adelheid’s journey to this significant win was facilitated by his engagement with SouthAfricanCasinos.co.za, the premier online casino and gambling guide specifically designed for South African players. Since its inception in 2003, SouthAfricanCasinos.co.za has been a cornerstone in the online gambling community, offering expert reviews, trustworthy recommendations, and the latest gambling news, thereby guiding players like Adelheid to reputable and enjoyable online gambling experiences.
“I’ve always looked for the best in online casinos, and SouthAfricanCasinos.co.za has never let me down,” Adelheid remarked. “Their insightful reviews and dependable advice led me to Tusk Casino, where I’ve not only found an incredible array of games but also this life-changing win. It’s a dream come true.”
Tusk Casino is renowned for its vast selection of over 3000 slot games, provided by world-leading game developers such as Pragmatic Play, Yggdrasil, and NetEnt. The casino distinguishes itself with generous bonus offerings, including a 50 Free Spins No Deposit On Wheel of Fortune on Registration, and a R5,000 Welcome Bonus for first-time deposits, making it an enticing choice for both new and seasoned players.
Adelheid’s win is a testament to Tusk Casino’s commitment to providing a premier online gaming experience in the South African market. The casino’s elegant design, user-friendly interface, and substantial bonuses are designed to engage and excite players, promising an unmatched online gaming journey.
With the support of SouthAfricanCasinos.co.za, Tusk Casino continues to solidify its position as a leading online gaming destination, offering secure, engaging, and lucrative gaming experiences for South African players. This partnership ensures that players have access to reliable information, the latest industry news, and the best online gambling opportunities, fostering a safe and enjoyable casino online gambling ecosystem.
About SouthAfricanCasinos.co.za
SouthAfricanCasinos.co.za stands as South Africa’s largest and most reliable online casino and gambling guide, delivering unparalleled casino recommendations, unbiased reviews, and comprehensive gambling insights tailored to ZAR casino players since 2003. It remains a crucial resource for players seeking secure, high-quality, and rewarding online gambling experiences.
About Tusk Casino
As an established corporation with numerous ground casinos worldwide, Tusk Casino has successfully extended its reach into the South African online casino market, offering an exquisite blend of stylish design, player-centric features, and significant bonuses. Licensed and regulated by the Government of Curacao, it provides a diverse range of over 3000 slot games from leading global providers, ensuring a rich, rewarding, and secure online gaming experience for all South African players. With its impressive bonuses and comprehensive payment support, Tusk Casino is dedicated to delivering a distinct and superior online gaming experience.
Gaming Americas Weekly Roundup – April 29-May 5
Soft2Bet strengthens integrity monitoring with IBIA membership in Ontario
South African Online Casino Player Strikes Gold with R189,000 Win at Tusk Casino
South African Online Casino Player Strikes Gold with R189,000 Win at Tusk Casino
UK-based PE Mansion Sports Announces Partnership with Billiards Legend Efren ‘Bata’ Reyes to Launch Billiards eCommerce Site
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Play’n GO digs deep for the treasures of ancient kings
Atlas-IAC’s CEO Maxim Slobodyanyuk Talks Winning Strategies & Vision for Future Growth in the iGaming Sector
Paddy Power launches new innovative Checkd Dev betting tool Mix ‘N Match
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