Omni-channel now key to developer success

Omni-channel now key to developer success

Thursday, July 23, 2015 Totally Gaming
Heath Samples has backed Betdigital's online and land-based expertise

Betdigital believes that content developers must now have a cross-platform strategy if they want to be successful.

The UK-based company has seen a 400 per-cent increase in demand for its bespoke games this year, with William Hill, NetEnt, Ladbrokes, Microgaming and Betfair all signing up to its services in the last 12 months.

Heath Samples, Betdigital chief executive, told TotallyGaming.com that these operators are attracted by the company’s ability to offer exclusive content across a variety of channels and through its GRID (Game Rapid Integration & Development) System and SystemX cross-platform gaming engine.

“More and more companies are now realising that if a games designer has a proven pedigree and multi channel skills, then they want their own exclusive games on their own operated channels,” Samples said. “They can get this by initiating their own games built by us.

“They choose Betdigital because we are the only company that can give gaming operators land-based products across bingo and fixed-odds betting terminals (FOBTs), and online.”

Betdigital believes there are particular opportunities in the FOBT market, a controversial sector for some. There have been calls for the maximum stakes on FOBTs to be significantly lowered in the UK, with more extreme opponents calling for an outright ban, but Samples is confident that regulation is doing its job.

“Like all companies in this sector, Betdigital work closely with the Gambling Commission and trade associations to promote responsible gaming,” Samples said. “There have been a raft of positive changes recently to ensure responsible gaming and we fully support them.

“I believe government intervention should be a last resort and industry should take the lead as ours has. It has been the industry itself that has developed and led these initiatives which will strongly continue in the future.”

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