Interview: Business development must be led by customer demand, says new iSoftBet exec

Interview: Business development must be led by customer demand, says new iSoftBet exec

Wednesday, June 8, 2016 Totally Gaming
Michael Probert has become iSoftBet's new head of business development

Michael Probert said he wants to help iSoftBet become the platform and content provider that the industry needs after becoming the games supplier’s new head of business development. Speaking to, the former IGT and Bally executive outlined his plan of action for the next few months… What was the appeal of taking this role with iSoftBet?

Michael Probert: “iSoftBet is a stable, established business with an excellent roster of content and partners but their agile mentality is what appealed to me the most. The previous roles that I have had, working for land-based manufacturers, have been slightly more confined in scope so it’s great to be a bit more creative around business growth opportunities within a multi-cultural and dynamic environment.”

TG: What do you hope to bring to iSoftBet?

MP: “I want to help with the high-level strategic direction and then take data-driven and customer-led decisions, to focus on our key opportunities. I will be helping to grow our core competencies: innovative games, a sleek and simple integrated platform, bonus and tournament features that drive increased play, a third-party Games Aggregation Platform (GAP) and unique Supplier Processes that can always be optimised. We want to see relationships grow in different and interesting directions and new, relevant, regulated markets and products exploited.”

TG: What are the core strengths of iSoftBet, and in which areas do you believe it will develop in the coming years?

MP: “The company’s ability to truly deliver what it promises has been hugely impressive so far. We have delivered game and platform integrations as well as the distribution of third-party content at an extremely impressive rate and with great value. We integrate 10 game and operator partners at any given time, while third-party content can be live on an operators website within a week. All this allows iSoftBet to deliver quality and quantity to our partners.

“With regards to regulated markets, we see consolidation as small size games providers are struggling to comply with all the regulatory requirements. We specialise in regulated markets, having games and systems certified in many territories, including UK, Italy, Spain, Portugal, Denmark and soon Romania and Hungary. This is not something that many suppliers can boast.”

TG: What will be your main focus in the next few months?

MP: “I wish there was one thing I could just focus on, but being new and keen, I want to try and concentrate on a few things that are core to our business. My No.1 aim is to ensure that our GAP is as simple as possible to use from a supplier and operator perspective, and that we become the partner of choice for third-party content. I will also ensure that our own content continues to be as good as it can be and meets the requirements of different operators and markets we supply.”


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