Q&A: Chris Welch, PKR chief executive

Last week PKR announced it had completed its migration to the MPN, hailing the move a “new dawn” for the operator. The switch has seen liquidity increase six-fold, while allowing PKR to keep its signature 3D gameplay.

The operator also overhauled its casino offering, and launched a new PKR Vegas casino with more than 800 games and larger jackpots than ever before. PKR chief exec Chris Welch says while the migration was far from easy, it was worth the effort.

Below, EGR quizzes Welch on why the firm chose Microgaming as its new platform partner, and what the next few months has in store for the operator.

eGaming Review (EGR): How was the migration process to the MPN?

Chris Welch (CW): Migrations are always complex projects but with a mix of existing and new products, a new website, multiple backend systems, parties in different time zones, certain integrations which have never been done before and an ambitious timeframe, this one has been particularly tricky. It has taken a huge effort and some creative thinking from every member of our team and a lot of help from Microgaming to get us to this point.

EGR: Has the migration been well received among PKR players so far?

CW: The response has been generally positive. For years we have had an open channel of communication via our forums, which has allowed us to explain what’s happening and the reasons behind our decisions, but more importantly to listen to their concerns and make adjustments where we can. Of course there are some frustrations with teething problems at launch but bugs are unavoidable with a project like this. We’ve already solved many of the issues that have arisen and clearing them all is our highest priority.

EGR: Why did you chose Microgaming and was it important to maintain your 3D offering?

CW: They are one of the top two networks, and the only one that has developed the technology which enables us to plug our unique poker software into the network. We would never give up our 3D poker software, it is our DNA, our core product and the reason we are still here today.

EGR: Are you pleased with the relaunch of PKR Casino and the launch of your new Vegas Casino?

CW: The new PKR Casino is an evolution from the previous brand which only had a desktop download. Our new casino has sharper, more modern and consistent branding, games available on any device, more promotional features for our players and greater flexibility for our casino team to get the best from the product. A huge improvement I’d say.

Vegas is a bold new brand that replaces PKR Games as our home of slots. As with poker we feel there’s a lot we can do to make it special, both visually and with UX, so I am really excited about where it will go. Our players won ?1m in jackpots last year and with more than ?10m on offer at the new PKR Vegas, we’re looking forward to seeing which PKR player gets the next big win.

EGR: Can you give a little insight into how you will market both casino products?

CW: Of course cross-sell is important and we have plenty of insights into which of our poker players have shown enthusiasm for previous casino games, and with a better range of games now we can only improve on that. We also have casino in poker which offers a convenient route to games which our poker players may not have encountered before.

Traditionally poker has been our main acquisition channel but now that we have strong, independent casino brands we will look to adjust the mix of new poker and new casino players. Vegas will also give us that edge when it comes to attracting players from beyond the typical poker demographics.

EGR: Can you outline your wider plans for PKR in the coming months?

CW: We want to get this first phase in excellent order first. Once we’re happy then we will quickly roll out more products and look to some emerging markets, though there are many existing ones in which we have yet to fully realise their potential. Lots to be done.