The importance of a multi-product portfolio

Features

Yossi Barzely, Chief Business Development Officer, Pragmatic Play.

There is no denying that there are growing pressures facing providers in the iGaming industry. There are increasing regulatory headwinds, coupled with ever-increasing competition as new suppliers enter the market on a rapid basis.

As such, it goes without saying that more demands than ever are being placed on providers in the igaming landscape. As the market becomes increasingly saturated, operators are looking to undertake more streamlined relationships with providers, empowering them to focus their resources on providing the best experience for their players in both UI and added-value tools such as gamification.

With this shifting landscape in mind, it is undoubtedly vital for providers to shift their focus away from being single-product suppliers and operate as an almost one-stop shop for operators, delivering high quality content across multiple verticals. 

Such an approach is critical to a provider’s ongoing success for a number of reasons. It enables a supplier to reach a greater number of markets, which has the all-important knock-on effect of making them more attractive to operators, who can move forward with peace of mind knowing the games on offer meet the regulatory requirements in each market in which they operate. 

The diversification of a portfolio is also crucial in putting providers at the forefront of technological innovation. By way of example, taking what works from different verticals and using that technology across other aspects of a product portfolio can unlock even further innovation and cross-sell opportunities, enhancing both the enjoyment for players and margins for our partners.

Taking the next steps.

At Pragmatic Play, we have long recognised the potential that comes with embracing a multi-product approach. We announced the concerted arrival of our multi-pronged, multi-product strategy at ICE London 2019, bringing to the industry a comprehensive selection of products including bingo, live casino, scratchcard and video slots.

We have recently developed our first dedicated Live Casino environment, and it has gone live with 1xBet. The Pragmatic Play Live Casino environment, with its customisable solution, offers a hassle-free path for operators, who are getting a state-of-the-art product, customised to their exact needs and desires. We are delivering branded gaming equipment, tailored game types and preferred dealing styles, giving the operator a means of attracting players through a solution which sets it apart. We have also signed deals with other major operators including Interwetten and Betconstruct – it’s fair to say that this is just the beginning. 

Moreover, in a vertical that has been traditionally light on innovation, our bingo product features the most customisation options of any product on the market, right down to the CTA buttons and icons, allowing brands to shape it to their audience. It also features a unique in-game lobby on mobile, alongside a simplified, easy to comprehend card view feature and extra prizes on each ticket to keep players coming back.

It goes without saying that for Pragmatic Play the video slots vertical remains a fundamental pillar of our proposition to our growing array of tier-one partners. We continue to deliver groundbreaking innovations in the slots marketplace, all while speeding up our game launch cycle by adding up to 3 new titles every month to our portfolio.  This is a clear example of the focus we continue to put on a vertical that remains central to our strategic growth ambitions. 

The core factor setting our delivery of a multi-product portfolio apart is our ability to deliver every single game we produce to operators via a single API. To put this in simple terms, if an operator has already integrated our slot portfolio, turning on Pragmatic Play’s bingo, live casino or scratchcard products is as simple as flicking a switch. 

This is a key string to our bow as continue to differentiate our offering and stand out from the crowd, giving our partners complete autonomy to build a bespoke selection of products to complement their existing offering and more effectively target their chosen player-base. 

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