IBet Digital CEO seeking partners for Betklix B2C brand launch
Former William Hill content manager Lloyd Richman aims to harness brand similarities with streaming goliath Netflix in new business venture
The CEO of iBet Digital is set to launch a new online casino and sports betting operator dubbed Betklix.
Lloyd Richman is looking to leverage the popularity of streaming giant Netflix as he tackles the B2C industry for the first time.
IBet Digital is an online gambling directory affiliate portal that connects operators with suppliers, affiliates and events co-ordinators.
The former William Hill and Yggdrasil exec told EGR how his initial plans for another affiliate brand quickly mutated into a new B2C project with a focus on innovation.
Richman said: “The initial thought process was to run an affiliate website. I’m always looking at new ideas and I regularly visit godaddy.com, just to have a little play around and see what’s available in terms of domains, and I stumbled across [Betklix].
“I was speaking to a couple of mates who aren’t in the industry, but they gamble, and they were saying it is a really good domain. Then I spoke to a few people in the industry, and they said it was too good to be wasted on an affiliate website,” he noted.
These discussions with both punters and professionals saw Richman turn his attention to a potential operator launch and conversations are already underway with potential white-label and platform suppliers to support the launch of the Betklix brand.
He continued: “So, I’ve now opened it up to joint ventures or white labels to have conversations with people who might be able to push it into more of an operator brand.
“The game plan is in the next four weeks is to finalise conversations to launch a betting brand, but not just a typical casino, something that adds a different dynamic. There are thousands of casinos out there that all kind of do the same thing. My thought process is to do something different, revolutionise and innovate,” he added.
When pressed on ideas for innovation, Richman referenced the Netflix theme and similarities, suggesting a social element to online gaming combined with a potential subscription model.
He tells EGR: “That’s kind of the next step for online gaming is to go down that Netflix route. Some idea could be perhaps more of a social element to it, pay a monthly subscription to gain access to tournaments. These are conversations I’m having with the white label and platform people over the next couple of weeks.
“I like to move quickly and want it wrapped up in the next four weeks. If someone’s serious about it, I don’t want anyone dragging their heels,” he continued.
In an industry on high alert to potential copyright and trademark claims, some might be tempted to point out that Richman is taking a gamble with the Betklix brand and logo.
He refutes the notion however and instead welcomes any potential discourse on the topic.
He said: “They haven’t copywritten the alphabet. While there are similarities, there is no net and there is no flix, and it’s a completely different offering.
“If they did want to pursue anything, its good marketing at the end of the day and if it came to the crunch I don’t think they’d have much to stand on,” he mused.
Finally, Richman hopes the branding power of the new product will help to entice new customers in.
“[I want Betklix] to be recognised as a leader and an innovator. I think there is really good potential in the brand and it’s just about getting the right people involved,” he concludes.