Sponsored editorial: The future of regulated markets

EGR Gaming Review (EGR): How do you sum up your partnership with SBTech and the benefits for your players?

Thomas Tzokas (TT): SBTech is an industry-leading provider known for deep sportsbook expertise. Our decision to work with the company was driven by our shared understanding of the future of the gaming industry, and of the importance of both technical innovation and product customisation to address customer needs. This strategic alliance heralds a new era for Winmasters, defined by a fresh, enhanced and unique gaming portal. Our goal is to fulfil and exceed our customers’ expectations by providing personalised services in an exciting and secure gaming environment.

EGR: What were the main challenges you experienced before choosing SBTech as your partner?

TT: We are currently in the process of implementing a strategic expansion into various regulated markets across Europe, following our successful launch in Romania. While we have extensive experience in regular gaming operations, we were aware of the need to improve our regulatory compliance processes to achieve our ambitious goals. This expansion also requires a more scalable platform which can accommodate significant and rapid increases in player volume, as well as customisable sportsbook technology which can be applied to various local markets.

EGR: How has SBTech helped Winmasters overcome these challenges to achieve their goals?

Richard Carter (RC): Our vast experience of working in regulated markets, combined with the flexibility of the Chameleon360 platform, has enabled us to provide Winmasters with full regulatory compliance, including player protection protocols, KYC processes and responsible gaming procedures. As ever, we have worked closely with the regulator to ensure that all requirements are met. At the same time, the scalability of Chamelon360 and its numerous customisation options have made it much easier for Winmasters to manage their players across both the casino and sportsbook products.

EGR: Why is Romania one of the key markets for Winmasters?

TT: The decision to focus on Romania is a key element of our expansion strategy, by which Winmasters is aiming to operate in numerous regulated EU markets. Romania is one of the fastest emerging markets on the continent, thanks in part to high internet penetration, network speed and smartphone usage. Another prerequisite for our decision to operate and invest in the Romanian market was the robust legal framework, which is an essential element of any reputable operator’s planning.

EGR: How is SBTech assisting Winmasters in conquering the new market?

RC: The keys to penetrating any local market is understanding the local nuances and implementing a strategy aimed specifically at local players. The SBTech platform allows Winmasters to leverage their intimate knowledge of the Romanian market to achieve genuine price differentiation. They are able to manage their own risk, apply their own payouts, customise sports content, personalise promotions and manage sportsbook liability in real time. To boost engagement, SBTech offers cutting-edge tools and features, including flexible cash-out to enhance the in-play experience on singles, accumulators and system bets. Meanwhile, the marketing tools provided by the Chameleon360 iGaming platform allow the operator to create and target a wide range of player segments.

EGR: What challenges are you currently facing as CEO?

TT: First of all, being a CEO is a tremendously exciting opportunity. Having secured this key partnership with our technology provider, I have set the following priorities:

My primary objective is to steer and make the most effective use of the resources of the company in terms of financing, technology and talent. Another critical benchmark is to prioritise expansion, based on market dynamics and the regulatory environment. One of the main challenges is to maintain the entrepreneurial spirit and drive of a young company, while establishing the foundations of a large international organisation. This rapid development path requires an inspired and capable team and I work hard to keep my people motivated, attract new talent and drive the company forward. Last but not least, my medium-term goal is to improve the corporate image of Winmasters in order to facilitate the strategic alliances that will fuel the growth of the company.

RC: Since joining SBTech last year, my primary aim has simply been to create the most relevant and engaging sportsbook in the industry. The challenge is always to look beyond the day-to-day, to take our offering to the next level. SBTech is a young and vibrant company where employees are encouraged to think outside the box. I want to focus on how we can do things differently, and how we can create a truly intuitive, data driven and cutting-edge sportsbook and platform. One of our most significant projects is the expansion of our omni-channel capabilities. This is particularly relevant in European regulated markets where many land-based operators are aiming to unify their online and retail operations. We have been investing heavily in omni-channel over the last year and I am confident that we truly have an industry-leading product.

EGR: What are Winmasters’ future plans?

TT: We have set ourselves a number of strategic goals for the near future.

The first one is  expanding into selected  European regulated markets – including Germany and Cyprus – with a viable taxation model.

The second goal is to seek out strategic alliances on the product and local marketing levels, to accelerate the expansion and development of the company. Thirdly, we are aiming to build on and improve our team dynamics. The company is currently being restructured, capitaliSing on its dynamic foundation while adding new talent and expertise. And finally, we are looking to enhance local product customisation to address customer preferences in various markets.

EGR: How can SBTech support WM in achieving their future goals?

RC: The scalability, customisation and regulation-specific options offered by the Chameleon360 platform will prove essential as Winmasters implements its strategy of further expansion into regulated markets. As the company grows, new employees will benefit from the comprehensive training provided by the SBTech programme, which includes extensive guidance on making the most of our powerful CMS and CRM tools. The programme also includes quarterly face-to-face get-togethers to review operations at the business level, as well as access to the annual SBTech convention, comprising 1-2 days of intensive brainstorming and networking sessions.

EGR: How do you see the future of online gaming and how is Winmasters facing the new challenges?

TT: The “.com era” seems now to have ended, and we live in the world of “.country markets”. I believe that the future of the industry will be characterised by the growth and development of “local heroes”. These local gaming companies will attain market-leading positions by offering highly customised market-relevant products and services.

Nowadays, what the industry is looking for is the “next big thing” – a product innovation that will truly shake up the market. Many operators are facing the danger of becoming commodity products, and are struggling to find ways to differentiate themselves from their competitors. However, with SBTech in our corner, I’m confident that Winmasters has the edge to achieve market-leading positions.

EGR: How is SBTech staying ahead of the game and making sure that its operators have a competitive advantage?

(RC): With the extraordinary pace of change in the online gaming industry, it is essential for software providers to continuously push the boundaries. At SBTech we have created a culture of innovation, in which we are continuously developing and improving our products and services for the benefit of our partners. Numerous reporting options have recently been added to the Chameleon360 platform, while we have just launched ProAct, our revolutionary integrated chat tool. Meanwhile, our focus on omni-channel has resulted in the creation of an industry-leading product for retail integration. This is all combined with the powerful SBTech Sportsbook platform, which offers over 60,000 pre-match and 25,000+ in-play events a month and more than 2,000 proprietary betting markets across 60+ sports.

EGR: What would you say is the best aspect of your collaboration with SBTech?

TT: Speed to market is pivotal for Winmasters’ positioning in new regulated markets and SBTech provides us with the essential technological solutions to achieve our goals. SBTech has one of the most dynamic and innovative product evolution roadmaps in the industry, which accommodates the principal objectives of Winmasters in terms of product differentiation, platform localisation and unique player experience.

EGR: What do you value the most in the collaboration with Winmasters?

RC: Our partnership with Winmasters has given SBTech new perspectives on the central and eastern European markets, an area which is becoming increasingly important for our business. We have hundreds of employees across the region, and having won the inaugural CEEG Award for Best Sports Betting Provider last year, we strongly believe in the potential of these markets. Working with Winmasters has provided an opportunity to gain an additional foothold in what is clearly a fast-growing arena.

Thomas Tzokas is the CEO of Winmasters, while has in the past occupied key executive and board positions in market leading gaming and technology companies such as: bwin, IGT and Neurosoft 

Richard Carter is group CEO of SBTech. Carter previously ran the highly recognised and respected Deutsche Bank European gaming franchise in London, has over 10 years of experience focused on both the global land-based and online gaming sector and was instrumental in helping create the European quoted online gaming sector.