“ It ’ s not just about earning a sliver of market share . Small operators deserve a bigger slice of the pie , especially when they can offer a local flair and an equally playerfriendly experience ”
Damian Xuereb , Strive Gaming
“ Differentiation is key ,” Xuereb says . “ If everybody had the same product , it would just become a race to the bottom .
“ This is really where we want to encourage our operators to reward differently , to reward smarter . Ensuring you reward the right players is key , and reward them at the right time with the right amounts .”
A cookie-cutter marketing plan only serves to raise the risk of bonus abuse , he says . Instead , Strive aims to help partners refine and adapt their strategy to genuinely connect with their players in each market .
Again , it all comes down to the importance of evolution , Xuereb says . “ Strive brought technology to market that solves some of the fundamental challenges for operators when they are looking to launch a brand .
“ But our investment didn ’ t just stop there , our product has continually evolved .” Its roadmap is influenced not only by its experience of the market but by what customers want to achieve , “ whether it ’ s offering different frontend experiences , different cashier options , whether it ’ d be our hybrid cashier or working with preferred partners to create a unified waterfall experience in the payment space .”
THE OMNICHANNEL EVOLUTION As a three-year-old business in a sixyear-old market , Xuereb sees huge opportunity to grow . Sports betting may be in 36 states , but icasino is only in seven . As the market expands , players will mature and market sizes will increase .
“ We ’ ll continue to see more positive datasets come from the market around the halo effect that digital has on land-based ,” he predicts . The most progressive operators will work to create a unified omnichannel experience , to unlock hidden value and grow player loyalty .
“ This is really the space where Strive
“ We need to work harder , smarter . We need to provide our operators with all the tools that enable them to really compete ”
Damian Xuereb , Strive Gaming
can help operators stand out , whether it ’ d be integrated into their land-based system , or through creating a single sign-on , or even creating of a unified loyalty scheme across both land-based and online .
“ So I very much expect to see operators really harmonising their ecosystem , and in creating these consistent omnichannel experiences .” Xuereb wants to redefine what a PAM provider is to an operator . Having established itself in a region dominated by brands with in-house technology and multinational competitors , Strive is proving first-mover advantage isn ’ t as strong as an optimised , North Americacentric product .
“ We have a unique asset in our Infinity Rules Engine , which can unify whatever the channel , whatever the vertical , and can even extend outside of non-gaming verticals ,” he adds . Now it ’ s established , Strive is gearing up to lead a new phase of growth .
ICE LONDON 2024 • ISSUE 135 • 17