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Selling a product, while essential, is still only one part of an effective business formula. Building relationships in today's crowded global markets is a major element of long-term success. Sustainable partnerships need trust and commitment from both sides, plus a little something else. Erik Köhler, Marketing Director at Betsoft Gaming and Dejan Jović, CEO of BlueOcean Gaming, had a social remote meeting ato discuss what makes their company's relationship work.
Erik is a data-driven marketer with extensive knowledge of digital marketing, social media exploitation and affiliate marketing in the iGaming world. Over the past decade, Betsoft has built a reputation as one of the world's leading producers of high quality iGaming products. It offers an unrivalled level of service, backed by a strong and highly experienced team. In addition to the extensive portfolio of movie-quality games, the product suite also includes a comprehensive casino management platform. Betsoft's commitment to excellence has made it an industry leader. Independent certifications and licenses in many igaming markets have been obtained and, through these efforts, Betsoft has secured a loyal customer base throughout Europe, Asia and America.
Dejan comes from a technical computer background. His career in iGaming encompassed product management, strategic development and business development before becoming CEO of BlueOcean in 2016. The Slovenian company is an independent B2B online gaming software provider. Gamehub, their in-house gamehub aggregation allows casino operators to launch multiple game providers with a single API integration. With a business strategy that includes easy-to-use, fast and efficient all-in-one solutions for online casino businesses, their White Label solution offers the suite of products and services needed to start an online casino.
EK: Betsoft and BlueOcean have had a successful partnership for some time. What made you choose Betsoft originally and what makes the partnership work?
DJ: Yes, we have been working together since 2015. Betsoft was one of the first suppliers of games available in our Game Aggregation - GameHub solution. I would say that the quality of the games has been an important factor in our growth from the beginning. Working with Betsoft was integral to the success of our strategy. By choosing Betsoft products at the outset, we were able to offer these great games to all our initial operators. This early success acted as a magnet to attract more new customers for us. The result today is that almost all our customers have access to the Betsoft portfolio.
We will certainly continue to work together, as our success is reflected in the great business growth we have achieved together. The technical side of your online casino games is an important factor contributing to the strength of our long-term partnership. Operationally, the games run smoothly, so we never have any problems. Finally, we have excellent communication overall and that always makes life easier.
EK: We at Betsoft have also been very pleased with the evolution of our partnership. Your company has grown considerably since you started. Can you sustain this growth?
DJ: We are really proud of our efforts over the last few years. It has taken hard work and commitment from the whole team, but it has paid off. Our dream is to maintain solid growth, but we remain grounded and accept that it will take time. Currently, our GameHub solution offers over 5,000 games from around 80 game providers, although we are always looking for more.
The strategy is to offer games that are accessible worldwide. In addition to our extensive game library, GameHub offers an additional set of four features: Automated Game Catalog, which allows fully automated publishing of new content as well as extended game details and icons. FreeRound API, which allows operators to distribute free spins to selected players via a single implementation that works with all game providers supporting free games. Game History API, which gives our customers access to a detailed game history that can then be integrated into their own back office and, finally, the Unified Jackpot Feed which offers the ability to display jackpot values in real time.
Although we are happy with the product as it is, we want to take it to the next level. We will offer additional features to stand out from the crowd and present GameHub as something special. But every development needs a lot of time to be perfected. We are currently working on tournaments and feature triggers which are both available from most game providers, including Betsoft. This is a great tool to offer in terms of player engagement and retention.
Finally, in addition to product development, we have invested in targeted marketing. This, for us, is something new. Previously, we never had a team, budget and policy dedicated to marketing. Our strategy for this year was to attend all the major iGaming events in the world; however, due to the covid-19 situation, this has been suspended. Therefore, we have shifted our focus to online advertising and marketing, increasing brand awareness through this platform at least until the live events resume. So yes, we are confident that with our plans in place, we will continue to grow.
EK: BlueOcean has enabled many start-ups in the industry and encouraged them to feature the best games on their sites. Which casino operator would you say you are most proud to help?
DJ: Currently we have over 100 active clients on our GameHub aggregation and 40 other white label and turnkey solutions. We work closely with all of them to constantly increase the numbers. This year we have achieved record volumes, which we believe is an excellent indicator of the effectiveness of our strategy. Our customers have been able to grow their businesses through a combination of our software solutions and our excellent game content.
We originally started with B2C business, which is why we have many white label operators, all of whom we are extremely proud of. Together we have created a success story. One in particular has been with us since the beginning in 2012. Universalslots.net is just one of the many brands this client has with us and we are impressed. In addition, a very recent partnership with us is already becoming a great success. Horuscasino.com is another B2C that has managed to grow incredible numbers in just one year, so we are very proud of that relationship as well.
EK: Over the years that Betsoft and BlueOcean have worked together, is there a particular moment or event that stands out for you?
DJ: Originally, most of our communication was via email and Skype, which was a bit impersonal. So we arranged to meet in person with Betsoft's then head of sales at the Berlin Gaming Show in 2016. We introduced ourselves at the booth and then went out together. It was a memorable dinner! Judging by our continued success, we created a mutually supportive relationship from the start. This is something we still maintain as we regularly meet at game shows, iGaming awards and other events.
From a business point of view, we really enjoy the promotions we run together, especially the personalised ones. These are very well received by our customers and reinforce our mutual respect as partners.
EK: Betsoft is known for its regular releases of quality games and this should continue. Which Betsoft game is your favourite and why?
DJ: Correct. Betsoft has a great library of games and some outstanding titles. Also, new versions of games are released regularly and we are always ready to release them on the exact date of the official launch so that we can benefit from great marketing.
Personally, it's the older classic games that stick in my mind. Titles such as Pinocchio™, Chillipop™, Good Girl Bad Girl™ are such good games. However, I would say my favourite game is Tiger's Claw™. I remember when this game was released it was highly anticipated. It has some awesome features such as players being able to choose sides and change the gameplay. I also remember that we highly recommended the game to all our customers at the time and the demand was very high.
It is clear that long-term relationships benefit from trust, support structures and open communication channels as well as coordinated and mutually beneficial leadership. After five successful years of working together, Betsoft and BlueOcean look forward to many more to come, whatever the circumstances.
