[WATCH] Branding, Marketing & Payments in Online Operations – AGS Europe
In an AGS Europe 2021 panel which was held in Malta, the moderator Tal Itzhak Ron, Chairman & CEO at Tal Ron, Drihem & Co., and the panelists Melanie Hainzer, CMO at Rootz and Wildz Casino, Brandie E. Black, CEO & Founder of Brand-e Media, Maayan Dana Nir, Head of Contracts at Tal Ron, Drihem & Co., and Simas Simanauskas, Head of Payments at ConnectPay discuss “Branding, Marketing & Payments in Online Operations”.
Ron introduces the panel and asks his first question to Hainzer, asking her what makes Rootz so special. Hainzer says that according to her, personalization is what makes them special. They give the right bonus at the right moment, they have a “very smart reward system” where if a player is always playing Starburst, the rewards will be given on that game with the average stakes’ value. She says that this is something “very unique in gaming”. She adds that in addition to this, their sites are perfectly branded. Ron adds that they have very good technology and they have everything automated. In addition, they do not invest in marketing because their product is so good that they don’t need to. They have strong branding, marketing, and reward systems in their online operations.
Ron asks his next question to Black, asking her what makes her company, Brand-e Media, special and unique. Black says that she is the brand and that compared to the traditional marketing agencies in the industry, they are “very bespoke” and “very personalized”. When it comes to the content and translation, they localize. A lot of their writers and translators are players themselves; for example, e-sports is getting bigger and a lot of their writers are e-sport players. She says that their approach is personalized and that their “general service approach is quite unique and not such as a content forum”.
Follow the whole panel discussion here:
Ron asks Nir what makes her and the firm she works for unique. Nir has been working in Ron’s firm, Tal Ron, Drihem & Co., for the past 7 years. She says that they provide all the legal advice needed to create a successful operation. Ron then asks Nir what does she likes in working with gaming, online companies, and online operations, and what is it that makes it special. Nir says that these companies are constantly evolving. When regulations change, companies need to adapt. This is something that makes their work interesting and at the same time challenging. Companies need to be up-to-date with the regulations and need to comply with all of them or otherwise, they will face huge fines and penalties, and this also applies to their marketing campaigns.
Ron asks Simanauskas to tell us what makes ConnectPay so special in his eyes. Simanauskas says that when their company started, they had gaming in mind so they built their organization accordingly. They tailor their offers, products, and customer service to gaming. He adds that they have grown a lot in the past 3 years and ConnectPay is now a very solid ogranization.
Ron asks Nir to choose one challenge she thinks is something important to address. Nir addresses contracts and mentions fees and fraud protection. She says that since nowadays we have a lot of fast and cheap leads, we need to invest in fraud protection. Ron adds that currently in Tel Aviv they are having discussions about fraudulent traffic, invalid traffic, and who is responsible for it.
Ron asks Simanauskas to also choose a challenge from his operation. Simanauskas says that operation gambling regulations are always changing and in Europe they are becoming more stringent. He adds that if you want to be a successful gambling operator, you have to understand all markets, get the local license, and get local people.
Ron also asks Black the same question. Black says that from a content perspective, it is not only the right content which converts but also the right CTAs. She adds that it is important to test and to do AB testing. She says that it is important to look for modern solutions, to incorporate videos and other media assets, to up the game, and to go out of the comfort zone.
From her end, Hainzer says that regulations are among the biggest challenges. In addition, there are also big chances for regulated markets being compliant and abiding by the law.
Ron closes the panel by saying that compliance and regulations are not an enemy. He adds that if we want to target clients, we need to do it responsibly. He insists on having a clean industry and making this industry a good place.
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