ComTrade signs platform deal with Genting Alderney
Online casino and poker division gradually migrates away from Playtech to new open platform.
Genting Alderney, part of the Genting Group, the world’s third largest casino operator, has signed a licence agreement with software supplier ComTrade to integrate a new open gaming platform signalling a move away from current provider Playtech.
The agreement will allow Genting to deploy ComTrade’s iGaming platform that will provide a single customer view and wallet across all of its products and channels including online, social and mobile games. The open platform will also allow Genting to integrate best of breed products and content from a variety of suppliers as well as deliver localised games to individual markets.
“Operators will have the ability to reward players based on their total value across all products and in doing so, can optimise lifetime value, duration and churn rates to complete the CRM cycle”, a ComTrade statement read.
Peter Nolan, managing director Genting Alderney said: “When we started this process, we were looking for a company that could offer a solution that would be right for Genting Alderney today and Genting Group globally in the future. We required an experienced company with a robust and scalable online gaming platform and the ability to customise it to our specific requirements. ComTrade quickly demonstrated that they could offer that and much more.”
Ales Gornjec from ComTrade added: “Working with a global force such as Genting signifies that our flexible working approach allows operators to take control of their own destiny. This is where an increasingly competitive gaming market is headed, with operators seeking to differentiate their product and services. Our platform and high level of customisation enable Genting to offer a broader range of products tailored to the needs of their customer base.”
Genting’s decision to migrate its platform services away from Playtech has been rumoured for some time, while it’s relegation to the supplier’s second tier on the supplier’s iPoker network at the beginning of September could see it look to take its services elsewhere, however this is, as yet unconfirmed.
On 4 September eGR learned that a number of iPoker licensees that failed to meet the criteria to enter its top tier following the network’s split were close to forming an unofficial forum in order to discuss shared concerns that they could lose out as a result of the division, with Genting Poker, Boylesports and Rank Interactive’s Blue Square brand thought to be among the disenchanted sites.
However this has not prevented other sites including Betfair, Betclic and Everest from signing recent agreements with Playtech’s iPoker network in recent months.
Just days after the iPoker split became public Betclic Everest signed an agreement with Playtech covering its Everest and Betclic brands that will move their poker offerings onto iPoker before the end of the year, joining the operator’s other dot.com brand Expekt.
Two weeks later Betfair announced it would launch a new poker offering with Playtech in selected markets which also covers the launch of bingo and the renewal of 2009’s casino contract.
Described by Betfair as “Enabling [the company] to offer ring-fenced poker products in markets that require them,” the poker offering is set to be rolled out in Spain before the operator’s current financial year ends in April 2013.
It also plans to launch poker with Playtech in Italy “Soon after the licensed betting exchange is launched” “ the European Commission approved the country’s exchange betting decree in May this year, and the decree is likely to be passed into law before the end of 2012.
There is still no indication, however that Betfair will move its dot.com offering from Ongame to Playtech despite yesterday’s news confirming that Canadian software provider Amaya has agreed an initial $15m deal to acquire the bwin.party-owned asset.