EMIRAT AG have come a long way over the past year building an unparalleled reputation in a market where reputation is everything. Specialists in financial risk services, the key to their success is ‘trust’, and that’s top of Andrea Bargholz’s list at the upcoming iGB Live! Expo. EMIRAT’s chief executive director explains how her job is to make sure her clients stay in the forefront being creative, whilst her business ensures that any worries or concerns are kept at bay.
What products are you going to show, what’s new, how will it benefit the industry, how many hours of R&D has gone into the product portfolio?
We are the leading specialist in taking over financial risks of operators offering high jackpots. We want to deliver transparency and security to lottery games across the globe by joining forces with the random number generator provider, RNG WorldWide. Under the terms of the partnership, we will be providing a full range of insurance options making use of the fully certified API solution provided by RNG World- Wide. The main difference to other RNGs is that this one is able to involve Third Parties or White Labels to each and every draw. They all get an email containing the random numbers in an encrypted file the moment it got scheduled. At the time the draw is scheduled, all involved parties will get the key to decrypt the file. This brings a new transparency to the industry as it continues to grow, alongside a heightened confidence for all – players and operators and any involved party.
Explain what you think the major trends will be at iGB Live!?
iGB Live! is a very comprehensive event and I think the major talking points will cover everything from SEO to influencer marketing and all the way through to social media and community management. In particular, the gaming industry has to develop and start with online strategies which think younger and smarter to attract the very young generation.
What does iGB Live! deliver that for example ICE London doesn’t?
My personal feeling is that iGB Live! offers more networking events, where you have good possibilities to meet new and interesting people in a relaxed atmosphere. This year iGB Live! is offering more conference rooms for the affiliate sector than there were in London, but anyway I have the impression that iGB Live! focuses more on affiliate and ICE London more on casino and gambling. ICE London is a great show for us but if you look at the visitors everyone is under pressure with appointments and there is not the ‘relaxed and fun feeling’ that you experience at iGB Live!
How do you think the market is changing: what are the big challenges and what are the opportunities? How are you going to address the opportunities?
As an insurance provider we have not got the same challenges as the lotteries themselves. Mainly, our business is based on odds and to build up transparency to everyone. From time to time we enjoy thinking about new ideas of mechanism, but at the end our job is based on figures. We have to keep the back free of our clients regarding any financial worry over payouts of winnings so they are a free to think about how to create new ways to attract new players and we are their partner at the side.
What does success look like for EMIRAT: what do you want to achieve from being at iGB Live!?
We are the most successful if we have long-term relationships with our clients and other than them, nobody needs to know about EMIRAT. We are like a shadow to our clients – if a client has a new idea – we try to make it happen, if there is a winner – we pay the amount, if our experience is required – we share it. At the iGB Live! of course we’ll be searching for new clients. Not in bunches but the ones enjoying working with us. We think it is a business based on trust and for us, trust is very important!
How does iGB Live! fit in with the company’s exhibition strategy – where would it rank eg: most important, second most important?
It’s definitely very important! The attraction of iGB Live! is that there are so many different companies from the same industry showing their products and services that are connected with conference sessions and industry experts. iGB Live! is the biggest gaming show since EiG Berlin and IGS Amsterdam and it still is able to keep the fun factor too. The whole business is about having fun and winning and so is the iGB Live! We really enjoy the two days attending and we hope we are again able to contribute our part of fun to the show this year.