BBIN: Tackling Asian Markets

BBIN: Tackling Asian Markets

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In the run-up to ICE 2019, Asian market specialists BBIN share insight into their global strategy and growth plans for the new year.

As the igaming industry continues to mature and develop, all eyes are turned onto the next opportunity. However, tackling new regions with unique cultural and regulatory needs is no small undertaking. A prime example of this may be Asia, where everything from language to market preferences may become a challenge.

Land-based casinos are continually growing in Asia with the support of local governments, and there is an expectation that the igaming industry will follow suit. While many forms of gambling are currently not legalised in the area, if the past ten years of rapid change in Europe and the US are anything to go by - anything can happen.

The Asian population, which is vast in itself and makes up 60% of the world’s total population, may be at varying degrees of technological advancement, but those with wider internet and mobile device penetration have shown a particular aptitude for gaming.

Partnering with specialists

So, how can businesses not native to the region hope to tackle the challenges regions like Asia represent?

One route to accessing Asian markets with ease is by partnering with suppliers which specialise in the region and can assist in navigating the landscape.

Over the course of 20 years, BBIN has earned a strong position as an igaming software supplier in Asia, managing local markets including China, Indonesia, Japan, Korea, Malaysia, the Philippines and Thailand. As a result of its longevity and position in the market, BBIN has evolved its business around the pillars of market intelligence, integrity and innovation in the region.

At BBIN, several key guidelines are prioritised when developing its products and services to assist companies transitioning into the Asian market. Fundamentally, BBIN feels developing a technology infrastructure that is capable of integrating and operating worldwide is crucial.

Developing products that work

Part of BBIN’s long-term strategy, which has been executed especially in recent years, is integrating resources and building partnerships across the world so as to diversify its products and provide the best possible service for its clients’ varying needs. Its extended product lines were facilitated by collaborating with over 20 brands including Microgaming, Playtech, HABANERO, iSoftBet, Genesis, Pragmatic Play, Evolution Gaming and BetConstruct.

To address the variety of cultures and regulations, BBIN provides a variety of products to fit local preferences and target audiences. As of now, it supplies 14 varieties of live casino games, over 40 types of lottery, over 100 kinds of casino games and 40,000 sports events for betting, including e-sports.

BBIN’s back-end systems also support worldwide operations, offering the capacity to do large volumes of data analysis of anything from cash flow to users’ betting history. Additionally, BBIN was a pioneer for HTML5 in Asia and applies a wide variety of local payment methods as well as a management system with 24-hour service.

Innovation is key

Then comes the innovation arm of BBIN’s services. Driven by the need to constantly improve user experience and offer competitive rates of customer service, its innovation team has developed a variety of products and technologies. For instance, in 2018 BBIN launched a new interactive interface for Live Casino products with the aim of providing a more immersive and real-time table-betting experience.

To match the constantly shifting nature for user behaviour, BBIN also developed cross-platform transfer tech and an interface upgrade to allow more intuitive operation and seamless transition between different platforms and electronic devices.

Due to the rising penetration of mobile devices and the transformative effect they have on users, BBIN has devoted significant manpower to developing apps in recent years. For instance, since the launch of its iBB app in 2016, 40% of players use this platform. More recently, BBIN has rolled out a customised service in the app which is also gaining traction.

A view of 2019

As BBIN reaches the year of its 20th anniversary, it will appear for the third time at ICE London to showcase its history and achievements over the last two decades, as well as sharing key insights into the Asian market.

Part of its messaging for its anniversary will be the new slogan, “next leap” - a nod to BBIN’s readiness to reach new heights. BBIN invites an international audience to meet them at stand N6-165 from February 5-7 with the hopes of forming further alliances and collaborations.

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