Global Gaming targets European expansion with new tech platform
Swedish operator plans to integrate better marketing tools to engage with players
Global Gaming has redeveloped its in-house platform to meet the regulatory demands of operating in multiple jurisdictions, EGR has learned.
Chief marketing officer Morten Madsen told EGR the nine-month long development process was focused on improving scalability and enabling the system to cope with multiple markets and providers.
“It’s been a lot of work on the back-end system as well. The front-end has been built from scratch to facilitate better opportunities to engage with players. That’s still in motion,” Madsen said.
The new platform was built predominantly for mobile and will include a number of new marketing tools to bring the marketing team closer to the players.
“The most exciting part is what will be coming because well be getting a fantastic new tool for marketing from a customer facing perspective, so we can really start to focus on engaging with our users,” Madsen said.
“We’ll still focus on no-registration and limited requirements and now we’ll be able to be much more agile when it comes to testing out the features and making changes.
“It’s been an amazingly executed project.”
Development was carried out across the operator’s Malta, Estonia and Sweden headquarters.
The operator also recently signed a deal with Swedish payments provider Zimpler to offer an additional payment solution to Trustly’s Pay N Play.
Group CEO Joacim Moller said: “Previously, our casinos were dependent on one payment provider, and we will shortly be adding Zimpler’s new solution, thus which enhancing the customers experience.”