Roxana Nazalu, head of marketing at Pragmatic Play, talks about what the multi-product provider will be displaying at ICE, what could be the next big thing in iGaming, and why 2019 was such a landmark year for the company.
Casino Review: Which products will you be presenting at ICE 2020?
Roxana Nazalu: There will be plenty going on at the Pragmatic Play stand (N8-120) during ICE. We will display our Live Casino range, with several new products including language-dedicated tables for Italian, German and Russian speaking players, as well as a first sneak peek at the brand new studio.
We will also be presenting our industry-fastest Live Blackjack and a number of other features that impressed our audience during the past year. We will also be previewing our exciting new vertical, virtual sports. We have spent significant time creating a virtual product which we are very proud of, and cannot wait to share a first peek at ICE. 2020 has also marked the start of our largest network promotion to date, with Pragmatic Play giving out a staggering €1.5 million over the first six months of the year.
Available through the Pragmatic Play Enhance promotional tool, which has gone from strength to strength over the year, the Network promotion will see Daily Drop prizes as well as big wins across the network. We will be offering operators the chance to learn more about our products and how to launch them through a simple API integration.
CR: What will be some of the main points on the agenda for Pragmatic Play at this year’s show?
RN: The main focus is proving that we have indeed established ourselves as a true multi-product provider over the last year and we are ready to expand our offering with new verticals, while also delivering new and exciting content for players on a regular basis. We have experienced significant success with slots, live casino and bingo, and we will focus on the new vertical. More information on that will be revealed during the event.
CR: Talking about consumer trends, in your view what are players and operators in the EMEA looking for?
RN: There are definitely trends that capture the imagination of players, such as regular jackpots and new mechanics, but this is always changing. Last year gamification was very much the ‘in’ thing, something that Pragmatic Play was at the forefront of with Enhance. This year it is hard to know what the next game-changing innovation could be, but the daily and hourly jackpots focus could continue to prove lucrative for suppliers.
CR: In terms of jurisdictions, where is Pragmatic Play seeing success at the moment?
RN: Our success is varied, depending on the content. We go to great lengths to ensure we follow strict protocol to comply with responsible gaming law for all jurisdictions in which we operate or where our games are provided.
We are certified and licensed in over 20 jurisdictions, including the UK, Malta, and work closely with Gaming Associates testing facility to ensure we are as compliant as possible.
It’s normal therefore to see fluctuations in different territories, depending on the content.
A game which might be very successful in one region may not have the same influence in another, and some jurisdictions will engage more with certain products whereas others won’t. By being compliant in so many territories, we are lucky to be able to push such a varied content and get positive response from across the world.
CR: What were some of Pragmatic Play’s standout moments over the past 12 months?
RN: Last year was an incredibly positive one for Pragmatic Play, with plenty of landmarks achieved. The launch of our in-game promotional tool, Pragmatic Play Enhance was very exciting, as was the establishment of our Live Casino offering throughout the market. Our Live Blackjack became the fastest on the market and new betting limits were added to our tables.
We signed Live Casino commercial agreements with a number of tier one operators, including the likes of Interwetten and LeoVegas and the growth of this vertical continues to encourage and excite us to always deliver more immersive and engaging live casino experiences.
2019 also marked a period where we were recognised across the industry with a number of award wins. We always strive to create brilliant gaming experiences for our fans, and it was fantastic to be acknowledged by our industry peers across a number of verticals.
We launched up to three slot games each month, from which the most recent ones include Buffalo King and Release the Kraken, with huge potential to become fan favourites. All products were improved and upgraded, with many more surprises to follow during 2020.