“Comtrade Gaming continues to anticipate regulator and operator needs”

(Exclusive interview).- Comtrade Gaming’s Director of Systems Igor Rus talked with Focus Gaming News about the company’s business.

After a successful start of 2018, with a new licence in Romania and the introduction of a new extension of its sCore product line, Comtrade Gaming discussed with Focus Gaming News its operations in Europe and business strategy. The company detailed the legalisation of online gaming throughout Europe, as well as the response from the public regarding its products.

2018 started with Comtrade Gaming obtaining a Class II License in Romania. Was this the foundation to keep expanding the operations of the company throughout Europe?

Romania’s gambling landscape greatly benefits from regulatory changes with its structure largely influenced by other European models. With a new legal framework in place, the legalisation of online gaming and sports betting not only satisfies European Union requirements, but meets the expectations of all gaming stakeholders. The Romanian market is investing considerable time resources in positioning itself as a highly engaging market for both local and international players.

The type of potential we place on individual markets  is based on their market status. As we negotiate on new global entry points, Comtrade Gaming continues to anticipate regulator, operator and vendor needs and is able to quickly adjust product functionality along different stakeholder priorities.

What was the response from the public after the introduction of a new extension of the sCore product line?

Comtrade Gaming recently debuted a new extension to its sCore product line: an operator-controlled player messaging and media presentation engine that enphasises capability of CRM for Casino Operators. The product addition upgrades slot machines into a promotional channel that communicates personalised incentives, venue promotions and player account information on the game screen.

Additionally, it enriches the player experience on G2S standardised gaming machines using an award engine with predictive modeling to evaluate and communicate bonus eligibility in real-time. Since its release, we’ve been in talks with several operators from larger land-based gaming markets over product functionalities, benefits and integrations. The response has been overwhelmingly positive and we are looking forward to announcing new client news soon.

With our CRM for Casino Operators, we are targeting a particular and growing market segment within the land-based and our CRM product provides a straight-forward and elegant way for operators to engage and reactivate all player segments.

With a new legal framework in place, the legalisation of online gaming and sports betting not only satisfies European Union requirements, but meets the expectations of all gaming stakeholders.

Land-based operators have shifted the direction of their existing loyalty programmes from attracting new players to retaining existing customers. How does the sCore: CRM for Casino Operators prioritise this business strategy? 

Innovating land-based priorities not only calls for heightened CRM functionality, but a multi-channel format that combines data from all playing formats for a converged retention strategy. Omni-channel CRM welcomes relevant data and events from existing systems and stores them in a central data warehouse to be then customised into player-specific loyalty and bonusing campaigns.

As competition between operators continues to increase, the capability of their CRM systems will be the differentiating factor on how CRM systems influence player lifetime value. Managing customer retention campaigns is simplified with CRM systems since they integrate all customer spending and behavioural data across multiple touchpoints and channels.

Comtrade Gaming’s CRM for casino operators creates highly-detailed player profiles for targeted campaigns and personalized offers to be communicated via multi-channel messaging using email, SMS, web or push messages.

• Unified 360° customer view to show all property activity in one central profile.
• Dynamic customer segmentation on their activities for personalized offers.
• Centralised marketing automation with rules-driven bonusing and loyalty.
• Award customers in real-time while they are engaged at your property.
• Cross-selling between hotel/resort, slot/table games and food & beverage.