Gaming Realms hits the media trail

Gaming Realms hits the media trail

Monday, October 10, 2016
Partnership deals with Bauer and Express Newspapers

The online gambling sector has endured many false starts when it comes to deals with media organisations which are designed to enhance the value of both brands but often end up failing to add up to the sum of their parts.

The latest gambling operator to brave the gambling and media tie-up frontier is Gaming Realms which in recent weeks has announced two separate partnership deals with Bauer Media and the Express organisation which it hopes will expand the footprint in casual gaming.

The first deal to be announced came in early September when the company said it had tied up a three-year marketing and revenue-share deal with media giant Bauer Media relating to Gaming Realms’ Spin Genie product.

The deal will see the site promoted extensively across all of Bauer’s media properties, including the Heat and Closer magazines and the Kiss, Magic and Absolute radio stations. As part of the arrangement, celebrity Louie Spence will become the brand face of Spin Genie.

This was followed up with another revenue-share agreement announced at the end of the month with Express Newspapers that will see the launch of two newspaper-related websites, Stars Wins and Express Wins. Gaming Realms’ Bear Group division has built the sites and will manage them on an ongoing basis while Express Newspapers will promote them via its news sites.

Speaking to TotallyGaming.com, Simon Collins, commercial director at Gaming Realms, said the deals were evidence that despite a patchy record of media and gambling tie-ups over the years, media organisations were taking “more seriously” the potential of joint ventures with gambling companies.

“From an interactive point of view there is a lot of opportunity here; instead of semi-quiz skill-based prize draws based on premium-rate dial-up, one can offer exciting engaging sticky content to users,” he said. “Formats such as Slingo and scratchcards allow as well for the format to be softer than, let’s say, blackjack but more rewarding from a time and device point of view.”

Collins added that deals with large media organisations that were framed as partnerships allowed for Gaming Realms to “take more risks” from a media standpoint. He added that as a model, the company looked to its partnership with Fremantle Media which sees Gaming Realms produce X Factor and Britain’s Got Talent (BGT) products to tie in with the mass TV shows. Under the terms of the three-year deal, the TV show brand names have been added to Gaming Realms’ popular Slingo game.

Collins said the evidence to date from the Fremantle deal was that it led to lower customer acquisition costs, plus a greater engagement and an up-tick in first-time depositers. “I guess the main concern is the lifetime value I think we will see enhanced numbers on this front but I am an optimist,” he concluded.

Totally Gaming says: Without a great deal of fanfare, Gaming Realms is building towards some very good results from its media partnerships. The deals appeared very much grounded in making an incremental difference, with as Collins said, the proof coming via the relatively low cost of customer acquisition and greater player engagement. More such deals are likely, and not just from Gaming Realms, particularly given the rumours with regard to a ban on daytime TV gambling ads.

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