GVC ups the content pace at BwinParty

GVC ups the content pace at BwinParty

Thursday, October 13, 2016 Posted by Andy McCarron
Over 300 new games added since acquisition

GVC has announced two deals in as many weeks that will see the BwinParty casino offerings augmented by new games partnerships which the company hopes will go some way to rectifying what it identified as a shortfall of content on the acquired brand sites.

At the time of the company’s half-year results in September, GVC said that product improvements, particularly with its newly-acquired brands, was a key priority for the rest of this year and into 2017.

Subsequently, the company has announced two further deals; first with Realistic Games that will see nearly 40 new games added to the GVC casino portfolio and second an agreement with Scientific Games that will add 20 of the latter’s suite of WMS studio games, including Rainbow Riches, to the Bwin, PartyPoker and PartyCasino offerings in Belgium and Spain.

This adds to its previously announced new partnerships with the likes of Microgaming, Yggdrasil and Play’N Go which has already hugely expanded the company’s games offering across all its brand properties including its original CasinoClub offering.

Jay Dossetter, head of corporate communications at GVC, said the company had moved to address what it viewed as “clear gaps” in the acquired brand offerings along with technical issues that meant there was a shortfall in the player experience.

“The most obvious was that they were missing content from major suppliers, but also there were improvements to be made around the general user experience and issues like game loading times, which were far too long,” he told TotallyGaming.com.

As well as adding over 300 games – and with more to come – he added that the mobile offering had also been overhauled and that loading times had been slashed from over 40 seconds at worst to three seconds. 

Bearing in mind widespread industry complaints regarding the time it takes to integrate new content onto a site, the rapidity with which GVC has added its new content from multiple suppliers is somewhat surprising. But Dossetter points out that this is down to the company owning its own technology.

In the interim results presentation to analysts, chief executive Kenny Alexander talked about the company “controlling its own destiny” when it came to its own technology stack which, he said, gave the company the flexibility to add to its product portfolio.

“The fact that we own our own technology platform gives us a huge advantage in this area,” said Dossetter. “Whilst there were improvements to be made on the user-side, the underlying BwinParty tech platform has proven to be hugely robust and flexible.”

It has meant that the company has been able to work on multiple integrations, and to launch in multiple markets, while concurrently bringing new providers on stream. “To aid this process we’ve adapted the way we work, so that we now integrate our systems to suppliers, rather than the other way round, as was the case previously,” he added.

Although GVC is keen to add more of what it views as best-in-class content, Dossetter said the company was well aware of the dangers of believing casino offerings was “just a numbers game”. In order to avoid some of the pitfalls of ‘me-too-ism’, the company is working on bringing through its own in-house content. “In the past couple of weeks we have launched Oktoberfest, which is a really nice five-reel slot and has actually been our best performing game launched this year – which, given the amount of third-party content we’ve added, is a huge complement to our development team,” he said.

Totally Gaming says: GVC has made much of the speed with which it has already begun to turn around the trading performance at its acquired BwinParty brands, and the way it has moved to rectify issues at its casino operations provides an insight into how it has achieved it. 


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