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In Conversation with Osman Walker, CSO, SimplePlay

SimplePlay develops slot, fishing and table games. The team comprises gaming veterans who strive to be creative and innovative while creating a diverse portfolio for their clients in a thoroughly professional manner. The company is based in Willemstad, the capital city of the Island of Curaçao in the southern Caribbean Sea.

Gutshot Magazine recently spoke with the company’s Chief Strategy Officer, Osman Walker, about a range of topics, from the company’s strategies for customer acquisition to its current key partnerships. Here’s a transcript of that conversation.

What are SimplePlay’s strategies for customer acquisition in the virtual casino space?

Our key strategies for customer acquisition and retention include delivering exceptional products and engaging marketing efforts.

To acquire corporate customers, we promote our array of innovative products through impactful marketing and sales initiatives. Participating in major global and regional exhibitions allows us to meet potential clients directly and demonstrate our products. Our products are designed to meet the specific needs of our target market, which helps us stand out and attract new customers.

For customer retention, we prioritise continuous improvement by regularly adding new features that enhance the user experience. Our commitment to high availability and reliability ensures that our customers can depend on our solutions at all times. Additionally, we run exciting campaigns that keep our offerings fresh and engaging, encouraging ongoing interaction and loyalty.

By combining these strategies, we not only attract new corporate customers but also maintain strong relationships with our existing clients, ensuring their satisfaction and long-term commitment to our brand.

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Which key partnerships or collaborations have been instrumental in your strategic growth?

Key partnerships have been instrumental in our strategic growth. We have been actively expanding into different markets and joining forces with local operators who distribute our games to their players. The player base is definitely strategic to growth. Operators are our outlets to the audience. Additionally, we partner with aggregators and providers to enrich our offerings to operators. This has allowed us to reach a wider audience and increase our market presence.

These alliances have accelerated our growth and positioned us as a competitive player in the industry, enabling us to leverage resources and insights that drive our continued success.

How do you leverage data analytics to drive strategic decisions, improve customer experience, and optimize operations?

We use various data analytics to make decisions and optimize our business operations. We analyse hundreds of millions of player interactions across our platforms. We identify trends from these figures and provide feedback to development teams so they can meet players’ evolving needs. In doing so, we can better anticipate player preferences and optimise our offerings on a larger scale.

Data analytics also streamlines our operations by monitoring our performance across various metrics. By anticipating user behaviour, we can focus our resources on developing functions that are crucial to users while adjusting elements of lesser importance for optimised performance. By offering products that enhance player satisfaction, data analytics plays a pivotal role in our growth and optimisation efforts.

How do you ensure long-term retention in digital slot and table games?

We focus on creating great content that evolves over time. By adding new titles regularly, we keep our game portfolio fresh and encourage players to return. Our recent addition, Rolling 7, is an intuitive dice game that is easy to play and easy to win.

Great content requires personalized experiences, which are achieved by leveraging data analytics to understand player preferences. Localised content is another factor that caters to players of different cultures. These personalisation adjustments foster a stronger player connection and enhance enjoyment.

To fine-tune our game development, we constantly collect feedback from both operators and players, ensuring that we keep up with the latest market trends and can meet user expectations.

Are there specific international markets you are targeting for expansion?

Recently, we have been focusing on expanding into South Asia, Africa, and Latin America. Due to their increasing internet penetration, these markets present great potential and offer significant growth opportunities. We can foresee a couple of challenges: language, technology, and competition. South Asia is characterised by diverse languages, and it can be challenging to navigate them. We will need localised content and marketing strategies for different sub-markets.

Different countries and regions in Africa speak a wide range of languages and have varying levels of infrastructure, which can hinder the provision of a seamless user experience. In LatAm, the competition is huge, as many providers are entering the vast market. It would also be critical to sort out the regional differences in gaming preferences.

Where do you see the virtual casino industry over the next 5 years?

The biggest opportunities in the gaming industry over the next 5-10 would be the continued growth of mobile gaming and the use of new technology.

Despite years of history, gaming has been confined to those who play at land-based casinos. In the future, it will expand into a wider demographic, including casual players who mainly look for fun. We are emphasising the fun part of gaming, and that is why we are launching less conventional mini-games like Bomb Adventure. We hope to appeal to this group of players.

Advancements in technology have also opened up new opportunities. Cryptocurrencies, for example, add anonymity and extra security when it comes to payment. They also open up new ways of playing. Virtual reality (VR) and augmented reality (AR) offer exciting features to play. Many live game suppliers have added these tech upgrades into their games to form new titles to captivate players—especially casual ones.

Cybersecurity remains the largest threat in the industry. With huge amounts of transactions occurring every second, our industry faces threats of data leaks and account takeovers. It is crucial that we continue to strengthen our data protection system to safeguard the sensitive information we possess.

Mr. Walker seems pretty enthusiastic and confident about the role his company plans to play in the gaming industry. Gutshot Magazine routinely interviews some of the most popular names in the poker industry. To read more such interviews and get corporate insights into the industry, keep reading GutshotMagazine.com. Follow us on Facebook, Instagram, Twitter and Telegram.

 

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