Industry News
Agile Marketing in times of COVID-19
Martina Filipovic, Senior Marketing Specialist, sharing her thoughts on importance of marketing agility in times of COVID-19
Importance of marketing agility in the gaming industry
Unlike the financial crisis of 2008 when most B2Bs have played intact and remained silent marketing-wise, nowadays marketers have chosen merely to adapt the marketing strategy to the unexpected new rules in the industry.
NSoft is predominantly digital marketing oriented and bases its marketing decisions on metrics, analytics and projections. Confronting this situation was a great challenge for the team as it was necessary to make an ad hoc budget rebalance and refocus the existing marketing strategy. NSoft’s in-house marketing team has made it all possible – the people’s expertise and long term global marketing experience have helped NSoft mitigate this turbulent period.
The main focus was to promptly react to the new industry situation and keep the brand presence serving clients in line with the Board decisions. Combining adjusted marketing activities on all of NSoft’s digital platforms resulted in an overall growth compared to the same period last year. This confirms the accuracy of the NSoft’s marketing decisions and points out that the other gaming industry’s stakeholders were eager to find a solution for this situation as well. This mutual need will be present in the future as well since the industry recovery is expected to start very soon.
Storytelling and networking during the COVID – 19 era
Increased online media consumption was inevitable – in just a few days the industry has switched completely online, proving, once again, the importance of prompt reactions in unprecedented times. The first goal for NSoft was to proactively address changes and suggest solutions as this situation was new for all gaming industry stakeholders. It was mandatory for NSoft to reach out to its clients and audience with relevant content thus showing them that we have a strong solution to their quests – more than ever it was important to keep in touch with the clients and overall industry. NSoft’s Sales and Business Development team have shared their thoughts on everything that’s been going on in the industry and have provided their insight on what the future holds for the stakeholders.
With F2F events being canceled or postponed online networking has become a necessity. The industry has recognized the importance of keeping everyone up to date with all the information and suggesting alternative options. It was only obvious that NSoft joines the rest of the industry with sharing the remedy options for this turbulent period in a webinar organized with European Gaming Media and Events. Webinar shall be covering a hot topic “How can number virtuals complement your new virtual sports offering”. On April 21 Mr Ivan Rozic, Senior Vice President for Global Sales and Business Development at NSoft and Mr Zoltán Tűndik, Head of Business at European Gaming Media and Events (part of Hipther Agency) will tackle this important issue.
The power of diversified product portfolio
As the situation in the industry changed drastically – NSoft had to adapt its communication and product offerings accordingly.
Our clients are most affected by this situation and we wanted to find a way to ease this demanding period for them as well.
We offered our entire palette of virtual games on the web: Virtual Sports Betting products and Draw-based games completely free of charge for the period from April 1 to June 1, 2020. This means no setup fees, no minimum monthly fees and no monthly revenue share invoices for 2 months.
NSoft is grateful to all of its media partners for helping us help the industry in this demanding period – our long term partnerships have once again proved their value.
Post-crisis future – the new normal
Although at the moment, the entire focus is on activities that require immediate actions, NSoft is keeping an eye on the future as the new normal is expecting us after this lock-down. At any moment it is necessary to have a strategic plan for the post-crisis actions and tools to execute those decisions in order to fully support our business and consequently the business of our partners. It’s obvious that the industry is struggling at the moment but this too shall pass. Now is the right time to revise all the actions and plans, adjust steps towards new activities and step up the game as the post-crisis will require even more strategic marketing implementation.
Industry News
New KSA Campaign: Get Your Life Back on Track, Take a Gambling Break
The Dutch Gaming Authority (KSA) launched a new awareness campaign to draw attention to the gambling stop. With the campaign “Pick up your life again, take a gambling stop,” KSA is aiming to increase attention to the risks of gambling and make the Cruks register more well-known.
Insights
The campaign is a follow-up to the pilot campaign from 2023. This pilot yielded many valuable insights, for example that more people are attracted to the word gambling stop. This name is therefore used in the new campaign.
Positive effect
The campaign focuses primarily on young adults who (possibly) no longer have their gambling under control. That is one of the reasons why the campaign is largely running via social media instead of traditional (mass) media. The focus is on the positive effect that a gambling stop has on the life of a person with gambling problems. The powerful moments of young people who pick up their lives again can be seen in online videos, social ads and social posts (Google, YouTube, Meta and Snapchat).
The post New KSA Campaign: Get Your Life Back on Track, Take a Gambling Break appeared first on European Gaming Industry News.
Industry News
EGBA: Record Participation As European Safer Gambling Week Expands to 26 Countries
The European Gaming and Betting Association (EGBA) announced record-breaking results from its fourth annual European Safer Gambling Week, held 18-24 November. The initiative – which included a social media campaign and events programme – demonstrated the broader European sector’s strengthening commitment to safer gambling through new levels of participation and expanded geographic reach.
The campaign saw record engagement with 195 partners actively participating – a 20% increase from 2023. Eight national gambling authorities participated, more than double the previous year, by either joining the social media campaign or speaking at the various events.
The campaign’s reach also expanded significantly to 26 countries – a 30% increase from 2023 – with partners in Croatia, Serbia, Slovakia and Ukraine joining for the first time, reflecting the growing pan-European dimension of the campaign. This was helped by social media graphics being made available in the local languages of 27 countries.
The social media campaign reached 3.1 million users across Facebook, Instagram, LinkedIn and X platforms, generating 1169 social media posts – a 67% increase from the previous year.
A cornerstone of this year’s campaign was its comprehensive events programme, featuring 20 specialised events – an 11% increase from 2023. The events attracted record participation with 4500 registrations and 3000 attendees. Key discussions explored trends in AI, problem gambling prevalence reporting and innovations in safer gambling tools and messaging. The events featured 105 speakers, including senior representatives from gambling authorities in Belgium, Denmark, France and the UK.
The initiative builds on EGBA members’ year-round commitment to safer gambling, which in 2023 resulted in 67 million safety messages sent to their European customers. This dedicated week amplifies these ongoing efforts while encouraging greater collaboration between operators, regulators and harm prevention organisations.
“The success of this year’s edition reflects the sector’s deepening commitment to player protection. The significant increase in participation, especially from health organisations and regulatory authorities, demonstrates the common purpose and growing unity in our approach to safer gambling. Through this collaboration, we’ve reached a record number of Europeans with crucial safety messages during the campaign. Together, we’re making gambling safer and we already look forward to building on this success in next year’s edition,” said Maarten Haijer, Secretary General of EGBA.
The post EGBA: Record Participation As European Safer Gambling Week Expands to 26 Countries appeared first on European Gaming Industry News.
Industry News
CT Gaming to Participate in ICE Barcelona 2025
CT Gaming is going to participate in ICE Barcelona 2025, which will take place from 20 to 22 Jan 2025.
“It is always a pleasure to kick off the year at ICE. This year is particularly special as we explore a new location, which we anticipate will bring fresh connections and exciting opportunities,” said Biser Bozhanov, Director of Business Development and Strategies at CT Gaming.
Positioned at stand #3C56, CT Gaming will present an impressive lineup of its signature products alongside exciting new additions, including the multigame Diamond King 4.
“We are eager to showcase our latest offerings and engage with clients, colleagues, and industry professionals to gather their valuable feedback. This year’s selection is a strong testament to CT Gaming’s enduring legacy and commitment to excellence,” added Bozhanov.
Among the products displayed at stand #3C56 will be the slot cabinet NEXT, known for its ultimate comfort and functionality. This cabinet comes with 27″ or 32″ high-definition screens, an optional premium stand, a USB phone charger, a bill validator with a stacker and an enlarged CMS panel for seamless operation. Other representatives from the slot cabinet family are EZ Modulo 32/32/32 and EZ Tower. Both of these cabinets combine sleek designs with advanced technology set to deliver an unparalleled gaming experience.
Alongside the slot cabinets, the company will showcase its staple multigame titles, such as Diamond King 3, Mermaid’s Quest, Tower Link and the newest addition to the multigame portfolio – Diamond King 4. With 40 exciting games, 20 of which are linked to a progressive jackpot, the multigame takes player engagement to new heights. Unlike previous versions, players can now win any of the three jackpot levels directly from the base game, while the cascading white and pink diamonds promise thrilling rewards at every turn. Designed with the next generation of players in mind, Diamond King 4 features enhanced graphics, modern themes and an immersive experience that’s perfectly in sync with today’s gaming landscape. The newly conceptualized linked progressive jackpot, Diamond Tree Deluxe, presents an elevated reward experience with its upgraded features.
Last but not least, CT Gaming will unveil the latest updates to its Casino Management System – Rhino, designed to enhance operator functionality and player engagement.
The post CT Gaming to Participate in ICE Barcelona 2025 appeared first on European Gaming Industry News.
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