1on1 with Seth Freedman of Be The House

1on1 with Seth Freedman of Be The House

Thursday, December 29, 2016
Freedman is the CEO and Co-Founder of Be The House

Seth Freedman is the CEO and Co-Founder of Be The House, a company which this year signed deals with Betfair and William Hill to provide the operators with its cash out roulette product. Freedman spoke to Totally Gaming to discuss its partnerships in 2016 and why next year is looking even brighter.

Totally Gaming: How has business been for Be The House in 2016?

Seth Freedman: Business has been really good, and that’s despite our Cash Out Roulette product only going live with our first partner Betfair just a few months ago.

Since then we have signed a deal with William Hill and have additional partners ready to flick the switch over the coming months. We also have a patent pending for accumulative casino products on all table games, so we are really excited about what the new year has in store for Be The House and our partners. 2016 has set the ball rolling for us, but we are going to shift things up a gear over the coming 12 months.  

TG: You’ve signed up two major partners in William Hill and Betfair, what has the feedback been so far?

Freedman: Feedback has been very positive so far. Betfair have been really pleased with how their players have responded to Cash Out Roulette.

We will be going live with William Hill in the new year, which we’re really looking forward to as their team are incredibly excited about the potential of our products. Their version will be called Cash In Roulette and William Mathieson, Head of Gaming Development, has described it as the first truly innovative and engaging roulette product he has seen in the last 10 years.

We have also received great feedback from the industry in general. They acknowledge that we are bringing a genuinely innovative product to the market that breathes life back into table games and enhances the player experience. We’re not reinventing the wheel here (pardon the pun); it’s a case of evolution rather than revolution. But the reaction we’ve had from the industry has been very encouraging.

TG: How can casino games attract a younger demographic of players?

Freedman: Operators and suppliers need to focus more on customer engagement, and providing the younger demographic with the experience they are seeking. Other verticals such as sports betting have done a very good job of this in recent years, and are reaping the rewards. Take accumulators as an example; they have been an absolute game-changer, and I don’t see why that won’t be the case for casino as well.

The same can be said for cash out; it adds impetus and speed to the game and works well on mobile, key aspects required to tap into the psyche of, and engage with, younger players. This is what we are aiming to achieve with Cash Out Roulette, and have plans to launch other accumulator and cash out games across the casino vertical next year.

TG: What are your plans for 2017 and will we see any new products emerge? Moreover will you continue to focus on tier 1 betting operators or look down the pecking order a little...

Freedman: We are planning to launch a number of other table games throughout the year that we believe will continue to change the game for online casino. They will feature the same DNA and core elements of Cash Out Roulette, and will be built from the outset to enhance gameplay and drive customer engagement.

Cash Out Roulette can be integrated with any operator – large or small – so we are not just focusing on tier one partners but any operator that wants to add our products to their portfolios. We expect to make a number of new signings in early 2017.


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