Following a transformational 2014, GameAccount Network commercial director Daniel Lindsay talks Simulated Gaming - as monetisation rates reach 20 per cent.
THE last 12 months have been extremely busy for London-based GameAccount Network, sealing a variety of high profile deals and seeing its Simulated Gaming establish itself as a stepping-stone for casino brands that want to expand online. The company’s commercial director Daniel Lindsay looks back at 2014 – the products, the shows, the deals - and at what the future holds.
iNTERGAMINGi: Given the success you’ve enjoyed with Simulated Gaming this year, what were your expectations for G2E in Las Vegas and were they met?
DL: “G2E was an invaluable opportunity to showcase the huge strategic and commercial benefits of our Simulated Gaming offering to key opinion-formers. Enabling bricks-and-mortar casinos in the US to move online is a core element of our mission statement and G2E enabled us to have conversations with the right people. “Simulated Gaming and the award of a US patent for our iBridge Framework, which enables the complete integration of an internet gaming system with a land-based casino’s rewards-points programme, created a real buzz at the show as operators realised the benefits in a yet-to-be-regulated environment.”
How does Simulated Gaming work and what benefits does it offer casino operators?
“We developed it as an off-Facebook social gaming product to enable land-based casino operators to offer a fully immersive gaming proposition for their customers when not on-site. The trust and integrity of the land-based brands are brought online and the same games - tables and slots - are available.
“In essence, it’s a mirror image of the land-based environment where virtual credits purchased allow continuous play and, where regulations allow, cashback incentives, using land-based loyalty cards and casino management systems. “Casinos benefit in a number of ways. Not only does Simulated Gaming serve to generate significant incremental revenue courtesy of a new channel of entertainment, it also reactivates lapsed players and drives renewed casino visitation where spend is up not just on gaming but other verticals within the property.
“It also puts those brands in pole position for when online real-money gaming goes live.”
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