Gamanza and Fair Play Gaming unite for free play gaming launch

Gamanza and Fair Play Gaming unite for free play gaming launch

Thursday, July 12, 2018 Posted by Joseph Streeter
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The offering aims to produce a triple threat for operators

Fair Play Gaming is looking to add value to the sportsbook offering through ‘free play’ predictors and gamification.

Having entered into a partnership with Gamanza Group to further explore the emerging free to play sportsbook space, the group has emphasised the potential of 'free play' when it comes to acquisition and engagement.

Fair Play Gaming launched its “Triple Threat” format at, with the group outlining that the product was launched to showcase its white label proposition for the new European football season.

The Triple Threat concept was conceived by Fair Play Gaming founder Robert Civill, who stated: “The idea was to build a fantasy style product that was aligned to the traditional sportsbook. It´s the long term tactical competition and social banter that people love about fantasy football. So we apply those mechanics to the sportsbook to offer a really exciting product that appeals to existing sport punters and fantasy football enthusiasts,” added Robert.

The three core areas of the triple threat offering are customer acquisition, Engagement/retention and driving revenue. Peter Nolan, the group’s business development director emphasised the importance of free play games when it comes to customer acquisition to “The gambling sector has invested heavily in recruiting customers through advertising and financial incentives.

“However, this singular approach fails to engage the large numbers of players whose interest is based on social betting via exclusive games; private leagues; tournaments; points; prizes and trophies. It's a different motivation to 'mainstream betting’ and an opportunity to engage with new and dormant players.”  

Aiming to maximise engagement, Triple Threat has new game rounds to enter for every ´gameweek´ or ´match day´, as well as an overall competition where user scores are accumulated throughout the associated league or cup competition. The slick and simple interface incorporates the necessary form and ‘stats’ that players want when making predictions on football matches. Another innovative feature is the use of pre-match odds that reflect the points awarded for correct selections.

The Triple Threat format covers multiple betting markets, which allows new and existing audiences to develop their understanding of football markets, and then migrate to ‘real money’ betting when they want to back their predictions. The game software makes that transition simple and easy for players, generating more revenue for the operator and increasing customer value.

Nolan also detailed to how the new partnership can help bridge the game between fantasy sports betting and real money betting: “The Fair Play Gaming software gives 'players' the opportunity to experience and share 'social betting' with friends. It also gives players the opportunity to enjoy ’soft and real money bets' in their own time. The Fair Play Gaming software facilitates ‘social' and 'real money bets' from ‘a single account’.

He went onto outline the next steps in progression for the offering: “We are a B2B provider and want to share our product with operators who want to reactivate the large number of dormant players in their customer base. We believe Fair Play Gaming can provide the expertise; focus and marketing to reactivate these players and extend their lifetime value. We are also looking towards the Basketball, Cricket and Rugby World Cups next year, as we develop more games and become a leading specialist in the free play space.”

Totally Gaming says: The triple threat format provides operators with a promising opportunity to drive engagement and retention, the engaging format presents players with regular game rounds that encourage and reward interaction throughout the season, a key factor that can help operators bring players to their respective sites.


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