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Vanilla content will always be second best – argues Reflex CPO



Reading Time: 4 minutes


Ahead of ICE London 2019, Mat Ingram, CPO of independent developer, Reflex Gaming, explains why the commoditisation of content is a race to the bottom

Looking back on 2018 what have been the highlights and the key achievements in the online space for the Reflex brand?

2018 was a year characterised by strategic and steady expansion for Reflex in the online sector. We went live with five new top tier operators as well as numerous smaller operators courtesy of our existing distribution partnerships which continue to do well for us. We have adhered to our “quality over quantity” philosophy, resulting in six new game titles over the course of the year, all but one emanating from our market-leading portfolio of land-based content. We have forged new commercial relationships, worked with new development partners, and continued to learn a lot.  There’s no doubt that 2018 was an important and successful year.

How would you describe the main challenges for the online sector – is it facing a case of over supply?  Is there a danger of quantity subsuming quality when it comes to games content and what can be done about it?

For me, the sector is surprisingly slow-moving given its entirely-digital nature, but this is a symptom of the complex distribution routes that are now so prevalent, along with the hugely busy supply chain. Many planets have to align technically and strategically for a relatively simple event to occur, such as a game release. Compare this to our server-managed land-based machines, where I can develop a game in half the time and release it overnight to thousands of machines, but of course in this case I am in complete control of the tech stack and the content strategy, which helps enormously! The over-supply of what I would describe as vanilla, ‘global’ content has turned the previous art of game creation into a production line building commodity ‘widgets’ whose value to the supplier is measured in how low they can get their costs. This must, in turn, reduce quality, however this is not always immediately apparent. There are so many games being released that without any promotional activity (that the bigger suppliers can fund), one game performs much the same as another, thus perpetuating their commodity status. As such, I believe there is an increasing requirement for specialised, ‘hyper-local’ content – by which I refer to games that have been specifically created by suppliers with local expertise and experience for local players. As suppliers, we often have to modify our games anyway to suit local regulations and language, so there is already an existing idea that games must be localised, but I believe that it is also better for the user if the games with which they are presented are those that have been crafted for them rather than the one-size-fits-all approach that is often used. Reflex have some of the most successful games in the land-based markets in which we compete and we should leverage these with partners who have expertise in distributing hyper-local content.

Has your thinking on omni-channel gaming changed since ICE 2018 and if so where do you stand now?

No, my opinion hasn’t really changed on this. It may be sometimes difficult to quantify the benefits or produce empirical evidence of them, but intuitively I feel that it has to be better UX for a player to be able to move from one channel to another and play the content they know and enjoy on platforms that support a seamless transition from one place to another. Surely, if the player has a better experience whilst doing this, they are more likely to stay loyal to the retailer / operator and indeed the games? It just seems to make sense to me. This is why Reflex are talking to a number of operators who have both a land-based and an online presence about how we can work together to provide UK-specific, omni-channel games, and we are one of only a few suppliers who can do this.

How will Reflex be using ICE London 2019 and what does success look like?

We will be using ICE to showcase our diverse land-based and online product ranges. It’s one of the few opportunities we have to put everything together in the same space, and our omni-channel credibility becomes really apparent when you see it all together. The range includes UK and Dutch land-based machines of many styles and categories, through to purely online and mobile content, with the same design ethos running across all channels. The star of our land-base range is the GamePro cabinet which will this year include the new GamePro Max, a sit-down lounge-style machine. Our view is that whatever a player experiences in a land-based environment, they should be able to experience on their desktop or mobile within the confines of the devices. A successful exhibition for Reflex is mostly not about the number of contracts or deals we sign, as most of the hard work has been done on these prior to the show, but rather it is about how many new people we meet and new opportunities present themselves, and judging by the number of meeting requests we have already had, we should be in for a busy few days!

As an exhibitor do you get the opportunity to spend time walking the aisles at ExCeL and taking stock of the industry and the direction its travelling in – how important is it to do this?

I think this is hugely important, although being honest, I don’t get as much time to do it as I would like, as I am generally busy on the stand. However, I have a great team who come to the show and who act as my eyes and ears on market trends and important product innovations.  I wouldn’t say it’s a military style operation but we have regular catch-ups whilst the exhibition is in progress and they take me to see the things and meet the people that have caught their eye. I am a firm believer that Reflex should stand independently with respect to innovation and not succumb to parodying the ideas of others, but that said, it is important to know and understand what other market sector participants are doing and why.

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Vanilla content will always be second best – argues Reflex CPO

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Sevilla FC and Trusted Broker EverFX Reach Agreement on Major Sponsorship



Sevilla FC and Trusted Broker EverFX Reach Agreement on Major SponsorshipReading Time: 1 minute


For the past couple of days, our sister company, ICC Intercertus Capital Limited, operating under the trade name EverFX, has been working on a deal to sponsor one of Europe’s biggest and most historic football clubs. The CEO and CFO of the EverFX flew to Spain to finalise the deal that will run until the end of the year.

EverFX will be sponsoring Sevilla FC, Europa League’s most dominant force since the inception of the competition and one of Spain’s top four football clubs.

Both EverFX and Sevilla FC share and operate under the same values, principles and ethics: fairness, transparency and competitive fervour. This collaboration is just the beginning of what promises to be a long lasting relationship between two institutions that have a common vision and hunger for success.

“This is an agreement we’re equally proud and excited about. From scouting players and nurturing young talent to winning on the highest level, Sevilla FC have set the standard for excellence both on and off the football pitch. EverFX wants to share and amplify everything this great football club stands for and we’re happy to embark on this journey with such an elite team.”

Georgios Karoullas
CEO of EverFX


About EverFX:

EverFX is a trade name owned and operated by our sister Company, ICC Intercertus Capital Limited, a company incorporated under the laws of the Republic of Cyprus, with registration number HE 346662. Our sister Company is authorised and regulated by a key European financial regulator, Cyprus Securities and Exchange Commission (CySEC) with licence number 301/16.

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Sevilla FC and Trusted Broker EverFX Reach Agreement on Major Sponsorship

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ComeOn enters into agreement with payment provider Zimpler



Reading Time: 2 minutes


Gaming operator ComeOn, a subsidiary of Cherry AB (publ) – STO: CHER-B.ST, has entered into an agreement with Zimpler, a Swedish payment provider specialized in payments via mobile devices. ComeOn is planning to go live with Zimpler during the first half year of 2019.

Zimpler has recently launched Zimpler GO, an innovative payment solution facilitating deposits as well as quick withdrawals, and an identification of the customer. ComeOn expects the agreement to bring reduced expenses for transactions in 2019.

“We are continuously looking for new ways to offer innovative solutions to our customers therefore we are happy to be able to enter into this collaboration with Zimpler, further strengthening our range of payment options for our Pay and Play sites”, says Lahcene Merzoug, CEO at ComeOn.

“ComeOn has been very successful with their B2C operation. Zimpler’s payment options allows end-customers to choose other payment methods than just bank deposits. We typically see a third of our end-users favor to pay with the card they have saved in the Zimpler Wallet”, says Zimpler’s CEO Kristofer Ekman Sinclair.


About Zimpler

Zimpler is one of Sweden fastest growing Fin Tech companies offering innovative payment solutions in Sweden, Finland and Germany. The aim has always been to make mobile payments simpler and to be a really fair company. Today Zimpler’s main product is a modern mobile wallet which gives the user control over their consumption. The company has received awards from Deloitte Fast 50 for two consecutive years and is under the supervision of Swedish Financial Institution.


About Cherry

Cherry is an innovative and fast-growing company within gaming, entertainment and media. Established in 1963, today Cherry operates through five diversified business areas: Online Gaming, Game Development, Online Marketing, Gaming Technology, and Restaurant Casino. The Group’s objective is to grow organically in combination with strategic acquisitions of fast-growing companies. Cherry employs some 1,400 people and has about 9,325 shareholders. The Company’s class B share is listed on the Nasdaq Stockholm exchange, Mid Cap segment. More information is available at

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: ComeOn enters into agreement with payment provider Zimpler

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Hard Rock International Announces Collaboration with Clean the World



Reading Time: 2 minutes


Hard Rock’s motto of “Save the Planet” rings true as currently participating properties begin efforts to recycle hygiene products for worldwide distribution

Hard Rock International announces an impact collaboration with Clean the World (CTW), a leader in global health dedicated to WASH (water, sanitization, and hygiene) and global sustainability. The brand continues to live up to its “Save the Planet” creed as participating HRI hotels will implement the immediate collection and donation of recycled hotel soap and bottled in-room amenities such as shampoo, conditioner, body wash and lotion, to help fight the global spread of preventable diseases through the distribution of sanitized hygiene kits crafted with these recycled materials.

With headquarters in Orlando and recycling centers in OrlandoLas VegasHong KongPunta Cana and Amsterdam, Clean the World is a social enterprise dedicated to saving millions of lives around the world while simultaneously diverting hotel waste from landfills. On average, more than 3,600 children die every day from hygiene-related illnesses, primarily pneumonia and diarrheal disease, which are two of the top killers of children under the age of 5. This program aims to eliminate the aforementioned crisis, while sustainably discarding waste from participating hotels.

Along with contribution of soaps and recycled amenities, Hard Rock International will implement Clean the World’s “hygiene kit building program” as a group and community engagement activity offered at participating Hard Rock Hotels across the U.S. This hands-on program allows meeting professionals and event planners to incorporate an eco-friendly exercise that promotes team building and group cooperation, while giving back to impoverished individuals and reducing waste.

“The Hard Rock Hotels & Casinos brand is a true leader in CSR through their ‘Save the Planet’ initiative, and we are thrilled to partner with them for a Clean the World Hygiene Kit building event,” says Shawn Seipler, founder and CEO of Clean the World. “These kits give event attendees the opportunity to make a positive impact in the community by serving our local neighbors in need and providing them with necessary hygiene supplies to stay clean.”

“We’re incredibly excited to offer such a positive and philanthropic team-building initiative to the MICE community,” says Danielle Babilino, senior vice president of global sales and marketing for Hard Rock Hotels & Casinos. “One of Hard Rock’s founding mottos is ‘Save the Planet.’ This is an extension of how we live our brand creed through giving back to the communities that our properties reside in.”

Clean the World provides all of the guidance and materials, so attendees can build hygiene kits and donate them to local organizations. Each standard hygiene kit contains soap, shampoo, conditioner, lotion, toothbrush, toothpaste, razor, wash cloth and an inspirational card, however, CTW offers a variety of specialty kits, including a women’s, children’s and veteran-specific hygiene kit. Once completed, the Clean the World Hygiene Kits are donated to a local charity of the property’s choice.

Hard Rock Hotel Daytona and Hard Rock Hotels & Casinos in Tampa and Hollywood were some of the first properties to contribute to the Clean the World’s efforts, with the rest of Hard Rock’s international portfolio finalizing contribution arrangements.

As leaders in gaming, hospitality and entertainment, the iconic Hard Rock brand plans to announce more Save the Planet initiatives, including partnerships with key charity partners sharing the values of the business to help protect the earth’s natural resources and environment.

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Hard Rock International Announces Collaboration with Clean the World

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