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Ross Haselhurst, Bede Gaming: Rising above the noise in fast-growing Spanish market

Ross Haselhurst, Bede Gaming

Having received full licensing from the Spanish gambling regulator (DGOJ), Bede Gaming kick-started 2019 with a concerted expansion in the country.

We caught up with Ross Haselhurst, Commercial Director at Bede Gaming, to discuss why Spain is “well primed” to provide players with a richer gaming experience, positioning Bede as the “safest place to play”, and strengthening its market presence through the right content integrations.

SBC: Can you explain why content has quickly become ‘king’ in one of Europe’s fastest growing markets?

RH: Giving players plenty of scope to try a number of games, making the most of a variety and finding their favourites, has been a key driver of acquisition and in boosting retention. And, until recently, there just hasn’t been the access to the same range of content in the Spanish market as there is in other regulated markets.

I think Spain is well primed to provide players with a richer and more diverse experience, whilst also providing players with a safe environment to gamble responsibly.

Operators that can position themselves on the right platform to deliver swift, scalable integrations stand themselves in the best stead to capitalise in a market where its clear content holds ever-increasing sway in their revenue growth.

SBC: The reported 32.5% year-on-year casino gross gaming revenue (GGR) increase in the country has, in part, been attributed to slots growth; is this why you have pressed ahead with so many game-based integrations to position yourself for Spanish success?

RH: We pride ourselves on offering one of the largest, most diverse collection of games available on the market. This rich collection of high-quality titles from some of the industry’s sought-after providers, which we are able to integrate quickly and seamlessly, is an important string to our bow as we continue to establish Bede as a market leader. We’ve invested significantly in expanding our range of providers for Spain and continue to do so.

This undoubtedly sets us apart from the competition as the perfect digital partner for Spanish operators aiming to make themselves heard above the noise as the market grows. Bede provides operators with a rapid, one-time integration that opens the door to over 3,000 games and a series of cutting-edge marketing tools. This provides customers with a clear feel for what we can bring to their businesses, incorporating our cutting-edge responsible gaming and marketing tooling.

SBC: What have you learned about the market from your work as lead platform supplier to online casino operator Enracha?

RH: We are by no means newcomers to the Spanish market. Having had our technology certified by the Spanish regulator more than three years ago, we entered Spain with Enracha through our established partnership with the Rank Group. Operators and players alike in Spain seek a localised offering as the market matures, and there is a great deal of appetite among operators when it comes to increasing their digital capabilities.  

We are engaged in active discussions with a number of significant stakeholders in the Spanish market looking to take advantage of the benefits that putting the platform at the heart of a digital strategy can accomplish.

In Spain, as in a number of regulated markets, there is an enduring perception that switching platform is a time-consuming and risk-laden process, but we have a proven track record of managing those transitions successfully for tier-one clients including The Rank Group and Sun International. We are now in the process of doing it again for one of the largest lotteries in the world, the Ontario Lottery & Gaming Corporation.

SBC: How does Spain compare to its European counterparts for responsible gambling? And, how is the Bede platform set up to counter the spread of problem gambling?

RH: Responsible gaming is key for Spanish operators, and this is something that we are especially cognisant of as we extend our reach in the market. Our platform boasts an array of the most comprehensive and robust RG tooling in the industry, positioning Bede as the safest place to play.

Our technology, with its real-time functionality, is capable of recognising when a player is displaying potentially problematic behaviour, empowering operators to take swift action there and then. We have also incorporated powerful and granular reporting for signs of problem gambling behaviour, while our platform comes complete with a number of functionalities including deposit limits in order to most effectively minimise the risk of gambling-related harm.

SBC: Many Spanish operators still retain a land-based offering despite the disproportionate growth of online betting, along with some associated tax cuts; how complementary are the omnichannel components for Bede customers?

RH: Delivering a coherent and unified experience across multiple channels is significant for Spanish operators, and slick, easy to deploy omnichannel functionality is at the core of our offering to operators. Providing products through a clear, instantly recognisable and easily navigable user interface across both retail and online is key, alongside common promotions and loyalty tools.

Simply put, finding a truly convergent solution is made a great deal easier thanks to the power of our technology stack and the talent of our staff.

New regulations coming into place in Spain will limit the extent to which operators can market to customers through digital channels, which means that taking full advantage of the potential the retail channel holds for cross-sell into online is going to be absolutely crucial.

Bede’s omnichannel approach is designed to drive a seamless customer journey and is well-placed to help operators meet the demands of the shifting iGaming landscape in Spain.

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