From the outside in
A newcomer's impression of the online gambling industry, from Chartwell marketing director Tammy Schuiling.
It was six months ago this week that I started at Chartwell as its new marketing director. I wanted the challenge of working in a progressive, technology-based field with exposure to an international client base. It was a long shot because I was completely new to the sector but I do have 18 years marketing and communications experience. But was that enough? Four interviews later I was hired. Then I wondered, what have I got myself into?
My biggest fear was my lack of industry experience, but I soon discovered that I was in good hands. Chartwell has many well established gaming contacts and partners in Europe, North America and Asia. It knows the industry, where it needs to go as a company and how to get there. It has a competitive product line and a very compelling story to tell. It simply needed someone to help tell that story.
The learning curve itself was daunting, but I also made a commitment to essentially re-launch Chartwell at the beginning of this year. This included a new corporate website, five online brochures, a brand refresh, a new tagline ‘Beyond the Game’, two videos and a new exhibition stand.
Needless to say, my introduction to egaming was a baptism of fire. But what has surprised and impressed me the most is the overall business acumen that drives this industry. There are many negative stigmas often associated with online casino, but so far I have witnessed the utmost accountability and professionalism.
The amount of licensing and regulation that is required is a necessary evil to some, but in my view it is comforting to know that there are strict standards in place to ensure fair operating practices. Several companies in this industry are publicly traded, or have intentions to float, and are further accountable to their board of directors and their shareholders. It is a competitive industry and with that competition brings innovation. Games are more console-based, more portable and more engaging; companies are forming partnerships and mergers are a more common trend; product teams are being pushed to deliver the next big thing faster than ever before; while clients are demanding better customer support.
It’s a whirlwind of never-ending activity of changing regulations and prospective business opportunities. And you know what? I’m glad to be part of it.