With ICE 2015 less than a month away, Team SBC caught up with Andy Andrew B2B Director for SkillOnNet igaming services to discuss the changing nature of white label operations and partnerships.
Andy oversees product and partnership strategy for SkillOnNet, having implemented WMS, Net Entertainment and various independent suppliers’ content, Andy tells SBC how white label partnership must evolve and be revalued in order to ensure long term growth for all parties involved.
SBC: Hi Andy, can you give SBC readers a breakdown of SkillOnNet’s business services and how your company differentiates itself in the crowded igaming B2B sector?
AA: Not only are we one of the leading software providers in the igaming industry, but offer full turnkey solutions for our B2B and B2C clients. This includes top end CRM retention, marketing and much more. We pride ourselves on a flexibility which allows us to tailor our services to individual clients, as well as the speed at which we can get a new project off the ground. The number of high quality games partnerships we’ve now established give our white label casinos access to new content every week. Our proprietary games are second to none and have proved very successful in 2014.
SBC: Coming into 2015 what key factors, features and issues should be leading white label development and business strategy?
AA: The key driver for us in 2015 will be white label deals with partners who are very strong in marketing their brands. Great content that is marketed poorly won’t transform a business. Operators need to look closely at engaging with customers in a way that is relevant to their market at the right time. Can three slot titles be bundled together? Are you pushing out Christmas content in January? The right marketing message, at the right time, is what makes a white label deal a success. We’ll be looking closely at future partnerships along these lines in 2015.
SBC: The igaming industry faces much saturation and legal/regulatory constraints. Do you fear that the entry level for new enterprises may become too steep to operate in?
AA: It’s a worry but where there is a will, there’s a way. In addition to very time consuming regulatory issues, the financial costs for new operators can be a major turn-off to entering the industry. It’s no surprise then that we’ve seen a growing desire for partnership deals, whereby licensing deals remove the costly overheads spent on legal and compliance issues. Getting the right agreement in place can allow new enterprises to hit the ground running.
SBC: What factors and corporate competencies does your team evaluate when selecting B2C partners for its services? How important is selection, research and vetting of customers?
AA: Absolutely critical. We are confident that the content we can offer partners, be it our own or from one of the likes of WMS, Amaya or Net Ent, will be successful. But the game-changing factor for us is the ability for new partners to properly invest in marketing. If they don’t have the budget to market adequately then the content will go to waste, so we always make sure those we team up with have the wherewithal to make the most of the opportunity we present to them.
SBC: How should B2C white-label developers work with partners to ensure long term survival and growth for igaming brands and operations?
AA: We’ve found that working hand in hand with our partners to develop a tailor made product and CRM strategy that chimes with each partner’s marketing plan is the key to success. A game that is a hit in the UK may fall flat in Denmark. Similarly, the profile of customers may be wildly different in Sweden than it is in Argentina. We look closely at player data analysis from each partner’s network to develop a plan that is relevant. Ultimately, this will ensure longevity and success.
SBC: Finally, you will be attending ICE 2015. From your point of view what key agenda and context should be leading industry discussion in 2015?
AA: We’ve seen a phenomenal growth in the igaming sector over the past few years. With new markets opening up all the time, this is only going to continue. With that in mind, I’d like to see discussions revolve around developing a common set of licensing standards. This would ease the considerable technical and administrative costs and time burdens caused by the current patchwork legislation
Andy Andrew – B2B Director- SkillOnNet