Do brands matter for slots? Kami Scerri, Head of Brand, Betsoft Gaming, on what ‘branding’ means for players.
How would you define your brand?
Betsoft’s brand is our way of telling players that their experience with us will be safe, high quality, immersive slots with genuine win potential. How we manage our brand and communicate this increases the perceived value of our games, associated products and the services we offer. This way, we build customer and player loyalty through positive brand association.
By delivering this consistent brand integrity we ensure that Betsoft is first choice for many players looking for entertainment married to big win potential.
What channels do you use to create and raise brand awareness?
We are active on all the social media channels including Facebook, Twitter, Instagram and LinkedIn to keep everyone updated with our news, scheduled releases and awards won for example. Currently, our focus is on Streamers and Affiliates. We have been working with different companies for some time now as streaming services are about more than just technology; they are about cultivating and empowering a community of fans and creators. Our portfolio of award-winning games is a huge draw for anyone and everyone looking for an exciting player journey.
With the Affiliates, we are also able to reach a new and global player base through a different channel. We translate and localise many of our slots so it makes sense to translate and tailor our messages and content for those audiences too. Affiliates have individual platforms which intersect both country and market sector and this gives us a new way both to talk to our players and to hear their views and feedback which is invaluable.
How important is this brand recognition for players?
With over 16 years’ experience in the iGaming market, we have worked hard to secure and hold a big mindshare of both players and operators. Through focusing on the standout features of our slots and ensuring the quality of our product is dependable, we guarantee experiential playing. When you think of exciting play, you automatically think of Betsoft slots.
There is substance behind our branding. This reassurance for players is key to our success and gives a better player experience. We have also consistently innovated and improved our back of house products and in-game tools to ensure that the Betsoft brand really does reflect the quality ethos we have worked hard to build.
What are these ‘ in-game tools’ and what do they do?
Our Drive™ promo toolbox provides standalone or combined tools to be added to slots or as part of tournaments to enhance both gameplay and win potential. Take the Prize™ was the first Betsoft Drive™ product to be launched, offering a randomly triggered fortune wheel with cash prizes or bonuses.
Tournament is our newest in-game tool. It brings a different dimension to immersive play – mobile or desktop – with real-time gamification for substantial win opportunities. Aimed at a more competitive, high value player base, Tournament brings substantial prize potential alongside frequent wins and excitement is boosted with leader boards on each game. These constantly update in real-time, allowing players to track their own and other players’ progress throughout any promotion. Plus there is no interruption to gameplay or effect on RTP. Notifications can also be customised or muted so players really are in the driving seat.
What would you like to tell your Italian players/fans/users?
We have been producing award-winning content for the last 16 years. It has always been quality over quantity and we intend to keep it that way. We offer a lot of features, fun themes, innovation in mechanics and layered games with different win levels to be reached. Players in Italy have made it clear that this is what keeps them coming back to Betsoft, with our ‘Pop’ range of slots – especially Sugar Pop™ and Chilli Pop™ – having great appeal.
From releases such as Fruit Zen™, which is currently the number one Betsoft slot in Italy, to the space themed 88 Frenzy Fortune™ which pays out big multiplier bonuses, we know what works. So, players will be delighted to find out that Stay Frosty™, Book of Helios™ and Wilds of Fortune™ are also available. We really suggest players head over to those slots and tell us what they think. Plus, Alkemor’s Elements™ and Primal Wilderness™ will be coming out early next year, so follow us on social media to keep up to date. Finally, we would like to say; ‘thank you for supporting us and keeping us at the top of our game!’.