International edition
November 19, 2017 | Edition Nº3368

By Heath Samples, BetDigital CEO

Importance of speed to market

Why is it so important to be quick to market when developing content and systems and how has Betdigital risen to be market leader in this field? Betdigital was first to release content into the Licensed Betting Offices (LBOs) and speed to market is our mantra. In the past, it took 12-14 months to release games into LBOs, so after careful consideration and research we realised we could considerably shorten this process.

W

e solved this problem by writing our own programme to form a gateway for operators to speed up the process. Armed with our in-depth research we approached the main players to gauge demand for a new mechanic that took just twelve weeks. Obviously the reaction was unanimously positive and companies jumped on the idea as they look to stay one step ahead of their competitors.

Our GRID (Game Rapid Integration & Development) System and SystemX, the industry's first truly cross-platform gaming engine, has now enabled us to be the quickest to market.

Scientific Games, Inspired Gaming and ECM Systems immediately signed-up to take advantage of our improved technique. ECM was a real coup given that they have 27,000 hand-held bingo devices in circulation and that figure is growing all the time. Partnerships were agreed with Nextgen Gaming and GTech, with Net Entertainment expected to complete in the coming weeks.

The benefits are obvious and quite easy to see. Being able to get games to LBOs quicker increases competitiveness.

Players have more choice than ever and the stronger games quickly rise to the top, instead of a few grabbing the headlines owing to a lack of alternatives. In a maturing gaming space it’s vital operators who keep their content fresh.

GRID and SystemX are the foundation that Betdigital’s successes have been built on. Another attractive feature of the back end solutions is that they can plug into a wide range of land based platforms. It’s also not only limited to the UK and currently works in South America, Australia and Italy.

SystemX is truly a cross platform as it supports games on both desktop and mobile platforms.

Another strong selling point is that we can take a game that is solely mobile or desktop in one country and transform it for LBOs. For example we can work on a Columbian game to make it available for UK players.

One aspect we pride ourselves on is working through the entire process, not just the set-up. Betdigital advise and assist clients to ensure the maths model is correct as if the games succeed it only enhances our reputation. A model that is proven in Australia might not necessarily work as well in the UK and it’s our role to make the relevant amends.

From an aesthetic point-of-view, we work tirelessly to guarantee that the game looks good and performs well. When we worked alongside GTech on their Brilliant Fruits game it indexed at over 200% for Gala Coral. Those figures emphasise what Betdigital can do and that provides a huge amount of satisfaction for the team.

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