How has SkillOnNet adapted its strategies to thrive in competitive online gaming markets, especially in the 14 regulated markets where it operates?
It comes down to our ability to localise in each of the markets we target, which is only possible because of our global reach and years of operational experience in multiple markets. We leverage this, and the unrivalled capabilities of our state-of-the-art platform, to deliver deeply localised brands, products and entertainment experiences to players across the world.
This includes tailored marketing strategies, market-specific payment methods and partnerships with specialist creative, marketing and media companies as well as content creators and innovators. This means we can engage with players authentically in each market and then deliver the online casino entertainment experiences they are seeking. Of course, we have invested heavily in compliance and robust customer support so that we can meet regulatory requirements in each market while building trust with players and ensuring we have a competitive edge.
What plans do Skill On Net have for Brazil in 2025? What strategies and investments? Will it be the main company focus?
Brazil has been on our radar for some time. And the fact that we got approved for certification and payment the licensee fee is a very positive thing to us. This is a large market with tons of potential, and entry here aligns with our growth strategy focused on regulated markets now that regulations have been signed into law with the market set to open on 1 January 2025.
We already hold licences in Mexico and Argentina, so Brazil was the next logical step with applications also in play in Peru and Chile. Many see Latin American countries as being markets of sports betting and significant volume, but we see tremendous potential among players looking for casino entertainment – something that we know exactly how to provide thanks to our experience operating 30+ brands in markets across the region and beyond. In terms of investment, we always enter a new market with a strong marketing strategy and campaign to ensure we secure a large share of voice, and Brazil will be no different.
We are going live with three brands – BacanaPlay (our popular Portuguese-language brand), one still to be decided, and our flagship PlayUZU casino – and will be deeply localising the experience offered at each. We are also working hard to localise our marketing activity so that we can drive awareness, engage players at scale, convert them and keep them coming back for more.
Who are the main partners in Brazil?
In each market we target we have several key partners across a wide range of areas including media and agencies as well as payment and content providers. SkillOnNet is a large group with a truly international reach – this has given us unrivalled knowledge and experience that ultimately provides a blueprint to follow in each new market we enter.
Part of this blueprint is of course the partners we need to engage with, and we go to great lengths to ensure our local partners are the best at what they do as we know from experience, that they will be key to our success. For example, when picking agencies, we want to see that they work in the same way that we do and that we are aligned on goals and how to go about achieving them.
Latin America and specifically Brazil will be hugely competitive, but we believe we offer a superior entertainment experience for players and our partners need to be fully bought into that belief. This especially applies to any joint venture partnership we enter into.
How do you think about adapting marketing with the new regulation?
This is nothing new to the SkillOnNet team. We have mastered the art of taking an international brand a localising it for specific markets but without losing the brand values and tone of voice in translation. A big part of launching a new brand in a new market is player awareness, not only of the brand but how they can enjoy online casino safely, so responsible gambling forms a big part of our initial marketing activity.
In Brazil, for example, we have already undertaken extensive market research to understand what players want from an online casino experience and have set about ensuring we offer this across our brands, not only at a product level but also in how we market to and communicate with consumers.
Delivering an experience that not only meets be exceeds player expectations is mission-critical in competitive, regulated markets, and that’s why we focus so heavily on localisation.
Is it possible elaborate on the company's long-term vision for growth in the online casino sector, particularly in emerging markets such as Brazil, Argentina and Mexico?
We are always looking to expand our reach into new LatAm markets, especially the likes of Brazil, Argentina and Mexico where the growth potential for online casino is significant. We also see plenty of opportunities in Eastern Europe among other emerging jurisdictions across the globe.
But regardless of the market, our approach is always the same, and that is to enter strategic partnerships, leverage the capabilities of our sophisticated platform to meet and exceed player expectations and then raise awareness of our brands through localised marketing campaigns. Of particular focus is stocking our lobby with localised content from specialist game providers that know how to excite and entertain players in each market. We also tailor acquisition and retention campaigns to ensure we engage the widest possible audience of players and then keep them coming back for more. This is the SkillOnNet blueprint, and it’s proven to be hugely effective to date.
With more than 30 online casino brands under your management, what criteria do you use to decide on the launch of a new brand, and are any new brands in the pipeline?
There are several key factors we consider ahead of launching a new brand. This includes market demand, the regulatory environment and the potential for differentiation plus factors like target demographics, the potential to deliver unique gaming experiences and technological advancements.
We invest heavily in robust first-party customer research to understand player motivations and identify preferences and general awareness of other brands in the market. This gives us the insight we need to continuously assess opportunities with potential new brands in the pipeline so that we can be confident of meeting player and market demands.
What innovations or new features can players expect from SkillOnNet's platforms in the near future?
We are always developing new features and enhancements to ensure our brands deliver a superior player experience. This includes recent upgrades to interface designs, new game integrations, personalised game recommendations and dynamic missions.
This is key to ensuring the strong retention rates our brands enjoy. We combine this with a deep commitment to responsible gambling and the integration of tools that protect the most vulnerable players while ensuring those at less risk remain in control of their play. Online casino is a fun and it’s important it stays that way for players across our network of brands.
As responsible gaming is a priority for SkillOnNet, what specific measures or programs do you have in place to ensure a safe gaming environment for users?
We have a range of responsible gambling initiatives that go from the basics such as allowing players to set deposit limits, cooling off periods and self-excluding, through to advanced technology solutions that monitor players in real-time.
On top of this, we collaborate with organisations that promote safe gaming, and we offer resources and support to all our players. We also invest in responsible gambling marketing campaigns that raise awareness of the topic and educate players as to how they can use the tools available at our online casino brands to stay in control of their play.
How does SkillOnNet approach communication with players to promote a culture of responsible gaming among its users? How did you decide to become part of the IBJR?
We mostly engage players through targeted messaging, advertisements and educational content. Becoming part of the Instituto Brasileiro de Jogo Responsável underscores our commitment to promoting responsible gambling while aligning with wider industry standards – an approach we take in all markets.
With Brazil being a relatively new online casino market, there is an even greater need for communication and education, with players likely to be unaware of some of the risks of gambling online and the tools that can help them mitigate those risks and keep their play fun.
Looking ahead to 2024, what have been SkillOnNet's main achievements, and how do you measure success in your operations?
One of our biggest achievements over the past 12 months was continued and improved ranking in the EGR Power 50, confirming our place among the best companies in the industry. This was off the back of a truly incredible period for SkillOnNet during which our brands outperformed the markets they operate in.
Most importantly we’ve also expanded our market reach and improved customer retention rates. In terms of how success is measured – both internally and by the EGR Power 50 judges- we look at KPIs such as market share, player engagement, brand awareness, consideration and usage, revenue and active player growth. Meeting regulatory requirements and standards is also a must. Of course, player feedback is perhaps the most important metric. In addition to being included in the EGR Power 50, SkillOnNet’s flagship brand, PlayOJO, picked up several industry awards including EGR’s iconic Casino Operator of the Year and Slots Operator of the Year awards.
What main challenges has SkillOnNet faced last year, and how has the company dealt with them?
Tightening regulations, a more complex competitive landscape and advancements in technology have presented plenty of challenges throughout the year.
But this is part of the fun and our incredible team is capable of meeting and overcoming any challenges faced. This includes adapting our compliance strategies, investing in new technologies and continuously analysing market trends and player preferences to ensure we stay ahead of the game.
What are SkillOnNet's plans for expansion in 2025, and are there any specific markets or partnerships you're targeting?
We will be focusing our efforts on markets with favourable regulations and high growth potential. Our market expansion focus in 2025 will be Latin America, Africa, Greece, and the US – Of course, we will establish our presence in these markets through partnerships with local companies, media brands and technology providers, and so that we can provide the deeply localised experience players expect.
How is SkillOnNet harnessing technology to improve its offerings, and what role do you see technology playing in the future of online gaming?
One way is by employing advanced data analytics, AI and machine learning to personalise the experience that each player receives, especially when it comes to recommending and pushing games that match their preferences.
Technology will continue to play a crucial role in enhancing engagement, improving security and facilitating seamless transactions – even with the ever-evolving landscape against which we operate. Most importantly, we listen to our players and do what needs to be done to address their feedback and improve our offering based on their needs.
Those needs vary from market to market and based on player demographics, but this is what motivates the entire SkillOnNet team to keep pushing boundaries so that we set the standard for others to follow.
Source: Exclusive GMB
