month in minutes >
Q&A
James Harrison
> Founder & CEO, AlchemyBet (invested in by New Game Capital Partners) alone operator, are you looking to acquire a different set of players to cross-channel operators? JH: I don’t think that will necessarily be the case and I suspect our customer demographics will end up being similar to our cross-channel cousins. We expect our customers’ behaviour to be slightly different; casual gaming is very ‘snackable’, the idea being that players will be able to play our games whenever and wherever they like. eGR: How do you see the brand developing? Do you see yourself being predominantly B2B or B2C-led? JH: We have a strong brand identity, and have been pleasantly surprised by the response of the customers following our soft launch phase. We have steered away from the hard casino branding, which seems to be ubiquitous in the industry, to aim for the casual customers. Our focus is B2C; however, inevitably, once you have great content, B2B opportunities arise, so we’re very fortunate that our backers NewGame Capital have a wealth of experience in this sector. eGR: You have spoken about the potential of social gaming – do you see it as an acquisition tool for Alchemy’s realmoney brands, or a separate operation? JH: At the moment, we see social as a holistic part of the product. We have built our platform to include social elements from the ground up, rather than bolting them on later. As a result, they are integral to the player experience. Traditional operators tend to get excited about social from an acq ??????????????????L???????????i???e???????????????????????L???????????????????????????????????????????????????((?)
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