Operators look to cash in on Euro 2016 appeal

Operators look to cash in on Euro 2016 appeal

Tuesday, May 17, 2016 Totally Gaming
CORE Gaming's Mark Rehorst-Smith said timing is crucial for game releases

Operators from across the gambling sector are looking to benefit from the football fever that will spread across Europe this summer during the UEFA Euro 2016 national team football tournament.

With an increased number of teams and matches, the competition in France is set to break records in terms of betting, as all the big sportsbook operators across the continent scrap for market share.

However, it is not just the operators directly focused on football betting that are looking to the Euros as a chance to boost growth. 

Games developer CORE Gaming is one company that is hoping to attract the football market through its new 'Football Frenzy' game, released this month through Sky Vegas. Football Frenzy is an instant win game that is set on a football pitch platform and includes a penalty shoot-out, but has little to do with what is set to take place in France this summer. However,

Mark Rehorst-Smith, CORE Gaming’s chief commercial officer, told TotallyGaming.com that operators must look at cultural and seasonal events and other trends when considering the themes of their games. 

“As with any game release, it's all in the planning,” Rehorst-Smith said. “For Football Frenzy, the ambition was always to hit the Euros and I'm pleased to say we delivered in great time. We've got some more interesting sporting products launching soon also.

“It is very important to link a release to other events in the world. Anything an operator or content provider can do to raise awareness of a product is always good for business.

“Due to the sheer volume of products on offer, a bit of free marketing can go a long way. Sporting events are a solid place to achieve this with little risk, the added benefit being that a generic football theme can be applied to multiple events, whereas films and media can be a higher risk due to rights cost or complication, popularity and shelf life.”

Just today (Tuesday), two very different companies in BettingExpert.com and UFX.com announced that they have signed up two prominent former footballers to promote their brands ahead of Euro2016. While BettingExpert, which will link with former England player Chris Waddle, is a site dedicated to sporting tips, online broker UFX’s appointment of French World Cup winner Emmanuel Petit as a brand ambassador is perhaps more abstract.

Petit is to appear in UFX’s French ‘Trade with the Pros’ advertising and marketing campaigns as part of an “initial” one-year deal, and the company will hope that they can get just a fraction of the exposure that rival Plus500 is to receive as the shirt sponsor of Atletico Madrid, who will appear in next week’s UEFA Champions League final in front of an audience of billions. 

Dennis de Jong, UFX’s managing director, said: “We are excited to have a distinguished talent such as Emmanuel Petit joining the UFX family, and we look forward to the countless possibilities such a unique partnership affords us both.” 

TotallyGaming.com says: "It looks set to be a huge summer for operators from throughout the gaming ecosystem, whether directly or indirectly linked with sport."

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