Launches and sign-ups 25 January 2017
Launches and sign-ups from the egaming industry in the last seven days (19 January 2017 to 25 January 2017)
Kindred Group targets Nordic high-rollers with new online casino
Storspiller.com launches in Norway and Sweden using “industry-first” third-party affordability assessments
Kindred Group has launched a new online casino brand aimed at Norwegian and Swedish high-rollers, carrying out “industry-first” third-party affordability assessments on all new customers.
The company, which recently rebranded from Unibet Group, flicked the switch on its new casino site Storspiller.com last week, which it described as a “safer gambling environment” for high rollers.
Out of Kindred Group’s total registered customer base in the Nordic region, the firm said there was a small group of “high rollers” who play for £200 or more per month, which it was targeting with Storspiller.
“Instead of pretending as if this group of players does not exist, we have chosen to take their needs seriously, and are launching a safer gambling environment and a better reward system”, Peter Alling, Kindred Group head of Nordic public affairs, said.
Ladbrokes takes over sponsorship of Hennessey Gold Cup
Ladbrokes has become headline sponsor of the formerly titled Hennessey Gold Cup, marking the Magic Sign’s return to big-time horseracing sponsorship following a spell on the side lines.
The five-year deal sees the Ladbrokes Coral-owned brand end the race’s 60-year association with Hennessey and bring to an end the operator’s brief stint in the wilderness having not signed up to the controversial Authorised Betting Partner (ABP) scheme.
In addition to the Ladbrokes Gold Cup, the brand will sponsor 12 of the other 13 races across the two-day December fixture, which Ladbrokes Coral chief executive Jim Mullen said his firm would aim to turn into one of sports’ most “compelling attractions”.
Seven days in launches and sign-ups:
Gala Casino backs product overhaul with new ad campaign
Gala Casino has unveiled a new two-month long TV advertising campaign to promote its recently revamped “personalised” website.
The new TV ad, which will appear across Sky Sports, E4 and MTV over the next couple of months, is centred on the site’s brand proposition of ‘What You Want’, designed to differentiate itself in a “busy UK market”.
Using a visual graphic simulation of a slot machine, the advert highlights the website’s new key features, including player recommendation, a pin your favourites tool and categorisation.
LeoVegas eyes sportsbook push with Leicester Tigers sponsorship
LeoVegas has struck a three-year deal with Leicester Tigers to become short sponsor of the rugby club in an effort to promote its sports betting product.
As official betting and gaming partner, LeoVegas’ recently-launched sportsbook branding will appear on the Tigers’ team shorts until 2019, as well as on adult replica shorts for the 2017-18 and 2018-19 seasons.
The kit sponsorship deal will give the brand visibility during live broadcasts and TV highlights packages from Premiership and European games.
GVC boosts marketing capabilities with Beehive deal
GVC Holdings has sealed a deal with marketing optimisation specialist Beehive, the latest agreement aimed at strengthening the operator’s growing gaming division.
Having recently signed up a number of third-party content providers, GVC has now turned its attention to marketing with the addition of the supplier’s personalisation-focused, data-driven marketing suite.
Beehive’s tools will be implemented across GVC’s Playtech brands, which sit on a standalone Playtech platform acquired by legacy PartyGaming in 2006.
Former head of Unibet Poker and Akamon CPO partner for B2B venture
Unibet’s former head of poker, Steve Cutler, and Akamon’s ex-product chief, Alex Cohen, have teamed up to co-found a new games supplier, EGR Intel has learned.
Kalamba Games, which officially launched last month in time for ICE, sees Cutler take up the role of chief executive officer, while Cohen has been appointed chief operating officer.
The new games studio will be based in Malta and Krakow, and will focus on developing HTML5 slots and casino content for both real-money and free-to-play social casino operators.
New German operator to take on rivals with sportsbook-only focus
Germany-facing operator Wetten.com has pledged to take on established rivals by focusing exclusively on sports betting and German-speaking markets.
Wetten.com was officially launched Friday on GIG’s iGamingCloud platform, and told EGR Intel its streamlined focus would help it take market share from big name brands like Tipico and Interwetten.
“As opposed to building a multi-product brand across Europe, Wetten.com will focus on the German-speaking markets and sports betting only,” Wetten CEO Daniel Bradtke said.