Operator Talk: Cracking the US market – GameAccount’s Simulated Gaming

Operator Talk: Cracking the US market – GameAccount’s Simulated Gaming

Monday, January 5, 2015

Daniel Lindsay, commercial director of GameAccount Network, outlined to TotallyGaming.com the reasons behind the success of the company’s Simulated Gaming offering in the US and plans to expand the service in 2015.

TotallyGaming.com: Can you give us a brief description/summary of Simulated Gaming?

DL: “It's very simple. Simulated Gaming is a social gaming product off Facebook that enables players to purchase virtual credits, allowing them to play their favourite slot and table games on a website, which may be connected to a land-based casino.

“It's perfect for land-based casinos that want to offer a form of online gaming in an environment prior to real-money gaming legislation being in place. Our patented iBridge technology allows for an integration into the land-based casino management system which allows rewards to be made to players who buy credits online if they have a land-based loyalty card - and where allowed.”

TotallyGaming.com: How has the service been received in its first year of operation in the US?

DL: “It is operationally live with Foxwoods Resort Casino and Empire City Casino. It will go live with Osage Nation, Parx Casinos and another major US land-based operator in North America in Q1 2015 and a group of gaming operators in Australia in the same period.

“It has proved very successful where deployed, with players monetising at a rate much higher than usually found in standard Facebook social gaming products. As social gaming is currently not regulated, this is an ideal solution for land-based operators who want to move into the online space ahead of real money gaming regulations being legislated.

“Given the stuttering nature of real-money gaming regulations across North America, we are very excited about the prospects in 2015, however it's important to note that Simulated Gaming can also be deployed globally.”

TotallyGaming.com: Can you give us any examples of how it has been used by land-based operations to boost their services?

DL: “Simulated Gaming drives incremental revenue in three main ways. Firstly and obviously, a stream of players buying virtual credit packages online to play slots and table games. 

“Secondly, in doing so, it reactivates lapsed land-based players and drives them back to the land-based venue for gaming and associated in-venue activities.

“Finally, it generates new land-based players who may have played online and want to visit the bricks and mortar site. There is a classic accelerator effect for the casino as well as a brand new revenue stream.”

TotallyGaming.com: How do you plan to further improve this service?

DL: “We believe that content is king, and in that respect we continuously improve our content offering. Players love playing great games and we offer the absolute best-in-breed from the world's best land-based content developers for our real-money and Simulated Gaming partners globally.”

TotallyGaming.com: What are the strategic objectives for 2015?

DL: “Our objectives remain to drive our Simulated Gaming products globally, help land-based content developers move their games online in a quick and cost efficient manner, continue to build on our very strong position in the regulated Italian market and deliver best-in-breed content wherever our Internet Gaming System is deployed.

“We are looking forward to February's ICE Totally Gaming show where our stand theme is 'Faster, Higher, Stronger'. We will be using stand N2-310, at what is our home exhibition, to showcase the huge strategic and commercial benefits of Simulated Gaming to an international audience of key opinion-formers and decision makers.”

Please visit www.icetotallygaming.com for more information about ICE Totally Gaming at Excel in London from February 3-5.

Below is a video of GameAccount Network chief executive Dermot Smurfit telling ProactiveInvestors Stocktube in October how the company is “pioneering the model of Simulated Gaming” in markets such as the US.

VIDEO: GameAccount Network CEO Dermot Smurfit told ProactiveInvestors Stocktube in October that the company was “pioneering the model of Simulated Gaming” in markets such as the US.

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