32Red unveils new in-house front-end

32Red is in the process of rolling out a new front-end platform as the casino operator bids to take more control over the player journey.

The in-house developed platform, which will sit on top of its Microgaming-powered back-end, is currently being tested in a number of English-speaking markets ahead of a planned UK launch in the coming weeks.

Speaking to eGaming Review, 32Red chief executive Ed Ware (pictured) said the technology would see it take “our destiny in our own hands” with the operator able to monitor live player data and market to customers on site.

“It’s not just a new customer interface,” Ware said. “It’s much more of a platform for us to do behavioural and live marketing.

“At the moment when you click through from our site to play games, you go through to another environment, i.e. Microgaming. But now we can keep the punter with us and do all the wonderful things we have wanted to do for years,” he added.

Ware said he was confident the launch would not produce any negative short-term impacts, as was recently the case with William Hill, which undertook a similar project last year.

“The objective is to put games in front of you that you want to play – that’s the personalisation of it all,” Ware said. “Bottom line is we’d be happy if there was no drop off in the first instance but we are quietly confident it will increase conversions and increase activity on site,” he added.

Earlier this month 32Red reported a 52% rise in 2015 net gaming revenues as well as a bumper start to this year, with like-for-like revenues for the first nine weeks of the year up 35%.

An interview with Ware features in this month’s edition of EGR Magazine, issue 143, which is out now.