hat can you tell me about your company?
SkillOnNet is one of the leading software suppliers and operators in online gaming. We combine cutting edge graphics and design with proprietary back-end systems and a first-class development service to power some of the biggest online casinos, including our own. We also aggregate content from some of the best independent games suppliers and have licences in multiple territories that allow us to provide white label casino solutions around the world.
How was 2014 for SkillOnNet? Were there any significant milestones?
Our acquisition of Jackpot Party, a tremendously popular UK-focussed site, was a major coup for us in 2014. We re-branded the site as Slots Magic and it has continued to be really successful. Alongside the other casinos we run, Slots Magic has catapulted us into the big time and made serious industry players sit up and take notice of our growing presence. It has also given us an incredible amount of data and understanding of players that is crucial to our B2B and white label offering.
Where are your biggest markets currently? Are you looking to expand into the Americas?
Due to the rapidly changing nature of our industry, we have had to be very agile. We have had a great year in the Nordic region, as well as Germany and the UK in addition to Eastern Europe.
However, we are very interested in the Americas and have had a number of initial conversations recently with groups from South America who wanted to discuss everything from acquisitions to simple language translations. It’s an exciting time indeed and I can’t wait to hear more from the region which has got great potential to expand in the coming years.
You acquired Jackpot Party earlier this year, what were the specifics of the deal and how has that impacted your business? Are you looking for more acquisitions in future?
The Jackpot Party deal gave us a real foothold in the UK that we didn’t have previously, and was a real game changer for the business. The agreement made people recognise that we are a real growing player in the industry and had a significant impact on the bottom line.
We took an already popular platform in Jackpot Party and migrated the players over to a brand new site called SlotsMagic. The new site boasts a fully downloadable version and is more internationally focussed with 22 languages supported. It’s been a huge success.
We’d love to acquire more, but it isn’t a case of just buying player databases. There is a tremendous amount of effort that goes into making any deal a success.
You have recently signed two more major content deals, what advantage does this give you and your white label partners?
The old way of doing business, where online sites wouldn’t host content from more than one supplier, is a thing of the past. Now, to be able to compete, operators must host the best content for their markets, no matter where it comes from. We signed two major content deals with Net Entertainment and Evolution this year to ensure we are able to compete in all markets. We are also upgrading and developing brand new proprietary games of our own.
The way content is packaged and marketed is also key to success for any operator. Our partners have found that our use of themes and market appropriate title bundles has been very effective.
We’ll be signing a few more content deals before ICE, but are always on the lookout for up and coming providers.
You’ll be exhibiting at ICE 2015 in London, what are your expectations and why should attendees visit your stand?
I expect to have as many conversations over the course of three days as is humanly possible! We’ll have all of our fantastic games on show using different platforms, as well as giving previews to our future game releases. In addition, we’ll have a fantastic coffee machine on our stand, so don’t be shy and come by for a quick drink!