Although land-based companies may fear the impact online gaming will have on their business, Jean-Christophe Choffray of Gaming1 believes that it in fact represents a major opportunity for them.

Gaming1 - ICE

Exhibiting at ICE Totally Gaming for the first time this week, the Belgian company offers an online platform and games for regulated markets, focusing on helping land-based operators to make the move online.

“This is very important because it is our background,” said Choffray.

Gaming1 was founded by two Belgian companies, one of which was Circus Group, an operator of two casinos and 20 gambling halls with 25 years’ experience.

“As a land-based operator that could not find a suitable provider for online activity, we decided to create Gaming1 at the beginning for our own company,” Choffray explained. Very quickly, he said, the company’s success prompted it to begin offering B2B services in Belgium. “Now, we are starting B2B operations internationally.”

“We offer a platform made with the strength of the land-based,” he continued. “We create online websites for these land-based operators with lots of convergence. We really create deep integration and we try to create a unique player experience. This is really our philosophy.”

Some land-based businesses speak of “cannibalisation” by online gaming, he said, but the company’s experience is that companies can channel online players into their bricks and mortar businesses.

“You cannot fight against progress and online gaming will grow and grow,” Choffray said. “I don’t think the land-based industry is going to disappear but those without this convergence could.”