Sweden-facing Gala site gets full launch
New Gala Interactive brand to "ramp-up" marketing efforts as iOS and Android apps released
Gala Interactive’s new Sweden-facing brand Gala.se has been given a full launch with the firm’s MD revealing “big plans for the brand” after the completion of its near four-week soft launch period.
Last month eGaming Review exclusively revealed that Gala, which represents Gala Interactive’s first foray outside of the UK market, had beta launched on desktop as looked to take advantage of a growing Swedish market.
The full launch saw Gala kick-off with a ‘Baywatch experience’ marketing campaign, where customers could win a trip to Santa Monica and learn to be a Baywatch lifeguard.
“Our acquisition campaigns will ramp-up over the next few weeks with some fairly substantial digital acquisition investment across a number of channels,” a Gala Interactive spokesperson told eGR.
Since the initial launch, Gala has rolled out native iOS and Android apps and will now push ahead with what Gala Interactive managing director Per Widerstrom described as “big plans for the brand”.
Widerstrom said Gala was to introduce a number of exclusively branded games to the site over the coming months in order to offer “further differentiation and appeal” to the Swedish market.
“Launch is going extremely well and on track and customer feedback has been very positive with the site design proving particularly popular as well as the huge range of games available across platforms which creates more consumer choice,” the spokesperson added.
The Gala website is the first to house the full suite of Gala Interactive’s Playtech-powered products with bingo, casino, live casino and poker on one site.
In the UK Gala operates a number of vertical-specific websites such as galabingo.com and galacasino.com.
According to the operator, Sweden was selected as its preferred destination due to the country displaying signs of strong gaming growth across most product verticals.
Recent predictions from Global Betting and Gaming Consultants put the country’s CAGR at 6% over the next five years while re-regulation is likely to take place by 2017, which would see the liberalisation of a market currently dominated by state monopoly Svenska Spel.
The news of Gala’s full launch comes as UK-facing Gala Bingo today launches its new mobile dot.com site, a move which now sees Gala Bingo offer the same product across all devices.