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Dynamism and Stability: mutually exclusive or the only route to success? Renata Banyar, CMO, Betsoft Gaming, discusses the company’s new approach.

Dynamism and Stability: mutually exclusive or the only route to success? Renata Banyar, CMO, Betsoft Gaming, discusses the company’s new approach.

Meet Renata Banyar, CMO, Betsoft Gaming. Since joining the company in 2021, her brief has been to revitalise the marketing department and to create a marketing led ethos for the company resulting in larger market share through new product development. Her process is to do this sequentially, working from the inside out and changing mindsets to deliver.

In her own words, ‘For me, “One Step at a Time” means: to focus on specific targets; to have goals and go for them strategically; to make the best potential move towards the goal; to monitor and evaluate performance; and to reach targets.’ Her methods? Keep reading.

Know what your clients want before they do

Betsoft Gaming is rightly renowned for the product innovation and quality content delivery that has ensured its long-term heritage. However, in a fast moving and exciting industry, change is swift, inevitable and inexorable. Success is a permanent work in progress; but something that Betsoft takes in its stride through teamwork.

Understanding what your clients want and need from your products is the first step. Only then can you begin the journey. 2022 saw a revamped Client Area, a new website and some rather special in-game tools to bring real sparkle to the art of gaming plus, as always, Betsoft released a number of stellar and award-winning new slots.

Global hit Gemini Joker™ brought double the fun with frequent wins with every spin. Voted Betsoft’s long term No 1 release across continent and demographic, it was only pushed to No. 2 by Wilds of Fortune. Winner of ‘Game of the Year’ at the Starlet Awards, Wilds of Fortune welcomed players to the Betsoft casino to take on the ‘one armed bandit’ in a personalised ‘real life’ experience.

Across 2022, each release hit players sweet spots through customisation, personalisation, a return to classic style slots, seasonal themes and genuine entertainment value. Combined with unique mechanics, progressive jackpots, split symbols and the biggest win potential around, Betsoft kept its customers coming back for more.

Give more and see it come back

New feature designs, including the Hold and Win Bonus as shown in Golden Dragon Inferno, the Betsoft Progressive Jackpots in the Halloween themed Rags to Witches and Christmas special Sleighin’ Ithave delighted both players and operators and explain why Betsoft was voted Starlet RNG Casino Supplier of the Year 2022. With Alkemor’s Elements voted Most Popular Slot 2022, plus Book of Helios – nominated for Most Electric Slot and Gemini Joker™ – nominated for ‘Wow’ Slot of the Year, Betsoft is clearly keeping its metaphorical finger on players’ pulses whilst giving operators the collateral they need to create world class casino experiences that connect people to the brand.

Create meaningful connections

For 2023, the Roadmap already promises great things. Six winter themed games across the Festive Season and into the New Year provide a truly immersive player experience. Through customisation, Betsoft will also enable favourite releases to benefit from the Betsoft magic touch. Seasonal themes, key sporting fixtures and global events planned throughout the year will all impact on content to create true crossover between verticals. Bounding Luck, released 12th January in time for Chinese New Year, brings high volatility with an inventive Free Spins round whilst Hearts Desire uses the recognised icons for love on Valentine’s Day but showcases so many features and levels, including the progressive jackpot linked to the other Betsoft games, it is a guaranteed year round hit.

Go big – and then go bigger!

Two successful Network Promotions across 2022 saw bets up by 25%+ and player participation by 30%+ for the first promotion. The second followed with an even larger prize pool and wider choice of Betsoft titles creating a staggering 50%+ and 60%+ uplift in the numbers for participation and bets wagered. Success was reinforced through the customisable tool Take the Prize™ bringing in-game experiences with real-time notifications, instant rewards and a highly inventive UI.

Betsoft’s third Cash Race Network Promotion is scheduled for 23rd February – 6th March 2023. This will give all players a chance to win a share of €80,000+ cash prizes throughout a 12-day long tournament, with a real-time updated leader board, and Take the Prize™ daily cash prizes across 45+ games. Showcasing Betsoft’s second in-game tool – Tournament – participants can also track their own and other players’ progress throughout the promotion. One lucky spin could be all it takes.

The Customer is King!

Understanding the specifics of markets and customer bases is essential. However, this is an ongoing task requiring a constant stream of research and new information.

Revisiting and reinforcing the Betsoft brand across newly regulated countries is part of the strategic development plan. A concerted business drive, added to dedicated recruitment of talented account managers for specific sectors and countries, has enabled Betsoft to see both continued and new growth in key markets, especially Belgium, Italy, Spain, the Netherlands and across LatAm.

Betsoft has always invested in the translation and localisation of its games to ensure their accessibility and relevance. By constantly updating the choice of slots available in the local language, the Betsoft offer is kept fresh and engaging for all players, and clients feel valued.

Players in Italy for example have made it clear that this is what keeps them coming back to Betsoft, with the ‘Pop’ range of slots – especially Sugar Pop™ and Chilli Pop™ – having great appeal. Across 2023, the latest high impact titles enjoying global success will also become available in Italy, beginning with Alkemor’s Elements™ and followed by Captain’s Quest Treasure Island™ and the Hold & Win bonus led Golden Dragon Inferno™.

Additionally, Betsoft always provides clients with the Games Roadmap and access to bespoke marketing collateral at least six months in advance. This guarantees maximum exposure for high impact campaigns. In order for this to happen, internal and external communication and feedback is vital and this relies on excellent teamwork.

Evaluate each step with your team

Success often comes from taking the right next step but true, long-lasting success is built sequentially – one step at a time. It is a demanding journey to get to this place and requires teamwork.

Always begin by articulating a credible and achievable strategy for the company; clear communication – externally, internally and especially between departments – is essential; plan and work ahead; set KPIs and review them as well as the actual performance; acknowledge and respect your competition so you can create points of differentiation; continually review your performance; appreciate your wins and learn from your losses.

Through a full 360 approach to research and feedback and nurturing in-house imagination and talent, Betsoft has seen the new strategy working well. Operators and players are confident in the company’s guaranteed delivery and enthralled by the new products. Based on this, 2022 was a fantastic year. Now there are plans in place for a bigger, better 2023 with a focus on product, promotions, new in-game tools and the launch of the much anticipated mini games. And this is still the beginning.

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