Morten Madsen on why Ninja Casino doesn't want registrations

Morten Madsen on why Ninja Casino doesn't want registrations

Monday, March 27, 2017 Posted by Sam Cooke

Whilst most companies want as much information out of you as possible these days, Ninja Casino doesn’t even want you to register an account. The no registration casino is designed for ultimate flexibility and ease of use, and last week parent company Global Gaming announced a multi-media marketing campaign for the brand.

This’ll see the brand promoted on TV, display, digital video and radio including Spotify.

With media partners including Modern Times Group (MTG), Bauer Media Group and Discovery Networks the campaign should reach a large audience, and the game has already proven popular in Sweden and Finland. The first campaign will run for ten weeks until the end of May. 

Global Gaming CEO Steffan Olsson said of their thinking behind not demanding registrations: "Players have responded very positively to the simple setup, where they do not need to go through a registration, or remember a password, but can just deposit and start playing.

“As we don’t use personal details in the traditional way, we have a completely different method of communication with our players. Gaming becomes quick, easy and hassle-free for the customer. It is a new way of playing that gives power to the player and treats them with respect."

We spoke to Global Gaming’s Chief Marketing Officer Morten Madsen to find out more about this ambitious all out assault and the idea behind the lack of registration.

Totally Gaming: What was the thinking behind the inclusion of Spotify ads? Is this targeting a specific demographic which is likelier to take to the no registration aspect of the game?

Morten Madsen: With Ninja Casino, we have taken a big step forward from a technological perspective and, as with all technological leaps, it also influences the target group. The decision to advertise on Spotify as part of a wider campaign was very deliberate. It has a tech-savvy user-base that we feel will strongly identify with Ninja Casino and the brand’s unique propositions. Spotify is a channel that allows us to reach a specific demographic that will be very receptive to the no registration aspect of Ninja Casino, in particular, as well as embracing new technology and new opportunities, in general.

TG: Does the lack of registration not mean that the company loses out in terms of data acquisition and ensuring customer retention? Or do you feel this lack of intrusion will resonate with younger players?

Madsen: With a no registration casino, we do need to tear up the classic marketing rule book. But that is ok. It makes us stand out. We feel comfortable with what we have to offer and the data we collect about our users – also from a retention perspective. You do not need personal details to communicate with users anymore. We simply do it in a new, less intrusive manner.

Ninja Casino is designed to appeal to a certain type of consumer, with particular playing preferences. This is not defined by age, and it is important to remember that Ninja Casino has the best KYC gathering and age-verification in the industry, something that Global Gaming has received awards for.

We believe that a fundamental aspect of achieving success with consumers is to deliver a great service, and to present them with something different. There are many casinos in the Nordics that can offer the most popular games from the top suppliers, but with Ninja Casino, we outperform the market significantly when it comes to the (no) registration process and the speed of which we deliver cash-outs to the player’s bank account. That generates trust and, combined with the promise of the best possible service, it is a very powerful retention factor.

Totally Gaming says: A lot of casino brands claim to ‘stand out’ in one way or another but with their stance on no registration and style Ninja Casino walks the walk. Its marketing team seem switched on too and the inclusion of Spotify in its all out campaign should prove a great decision.


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