5 Star Media caught up with Stian Hornsletten, CasinoEngine CEO and EveryMatrix Co-founder, to discuss the key drivers behind CasinoEngine, the iGaming Integration platform and the largest casino content aggregator in the world. With 30 new clients successfully launched and 16 new vendor integrations in the last 18 months, EveryMatrix’s casino product is seeing 230% YoY GGR growth and in 2019 is ready to tackle regulated jurisdictions such as Italy, Span or Sweden thanks to its responsible gambling features.
What are CasinoEngine’s key selling points and why do you think it remains the platform of choice in the casino industry?
We witnessed first-hand how many operators struggled in their efforts to offer players’ personalized experiences, mainly due to their platforms’ technical or operational limitations to quickly react to market changes, responsible gaming requirements or players demands.
Our overall vision is to create value-added services around aggregation and generate maximum value from each player. The combination of tools, services and deep integration is what makes up the product. Improving operational efficiency while offering endless possibilities in term of player experience, is exactly what CasinoEngine is proposing to its clients.
With over 30 new casino clients launched in the past 18 months, including very large operations like the Norwegian state monopoly Norsk Tipping or Tipico to newer and highly successful operators like Wunderino, CasinoEngine is processing one billion in-game rounds per month, seeing over 250% YoY GGR growth.
Can you explain the key strategic advantages for CasinoEngine, in particular, the applications which are driving scalability, modularity and performance?
CasinoEngine is the number one casino integration and productivity platform that helps operators differentiate through increased game options and ease of operation. Moreover, it gives access to the largest selection of games in the entire industry. Through one integration we are offering over 8,000 games across 140 vendors and sub-vendors to date.
All these services are possible thanks to an API Driven and modular platform architecture. Developing API-driven products was a bet EveryMatrix made years ago when we decided to split up our core applications in an effort to shift away from the “boxed” platform ecosystem to specialized and platform independent products. For our casino unit, this translates today in faster management of the vendor integrations, and better management overall of various product features, from lobby or reporting to wallets and players.
In terms of scalability, all web applications, servers and databases are horizontally scalable. New server nodes can be added or removed on the fly without any problems using load balancers to switch nodes on/off. The platform currently supports a load of 125 transactions per second per deployed application node. When the traffic increases more machines can be added to handle the extra load.
One other important advantage would be that CasinoEngine is a modular, not platform dependent product, possible to be integrated via single API in external wallets and 3rd party platforms. To cater to our clients’ specific needs, we are already integrated to date with many other 3rd party casino and sportsbook platforms and wallets. Furthermore, being an API based solution, CasinoEngine enables operators (or other industry platform suppliers) to easily integrate and get access to its portfolio and also acts as an integration layer between the operator, supplier and casino vendor.
Value-added services built on top of aggregation include game and lobby management, in-depth reporting, real-time gaming transaction monitor with game round replays, a game recommendation engine, and multiple other configurable feeds. CasinoEngine is certified in multiple jurisdictions and can do Reality Checks and time limit calculations, as well as wagering limits across all vendors.
Last, but not least, our APIs and multiple feeds provide the necessary tools and empower operators to build their own front-end and fully control the user experience. CasinoEngine targets UX enhancements and caters for personalised and localised casino experiences, with the goal of providing the context and technology for operators to unlock their own creativity.
In terms of personalization, how is CasinoEngine helping operators differentiate themselves from the competition in what is already a saturated market?
Both personalization and localization are two major pain points for operators as the search for entertaining, yet relevant market content never ends. Since casino operators are catering to several different player groups in various jurisdictions, is crucial to offer tailored experiences based on local preferences.
In order to achieve this goal, CasinoEngine provides a powerful Lobby Management tool to help operators reach their desired audience with little efforts. Operators have the ability to build lobbies for RNG games, live dealer tables on web and mobile, VIP lobbies, and moreover, they have the ability to create different demographic categories or change the order of the games in a way that suits their strategy best.
Additionally, to further improve the way operators select their content, we are making important developments to our game performance scoring. We want to be able to compare games like-for-like to understand their net value to the operator. In the future, our aim is to drive this with AI, so you can automatically re-design lobbies based on players, markets and demographics. Of course, it also depends on any placement deals you have with vendors. Solutions such as this can significantly improve the player experience and lifetime value, and with that make the operators more efficient and fruitful.
EveryMatrix is keen to attract large gambling operators who handle aggregation in-house, what new developments are allowing CasinoEngine to make headway with these companies?
The solution was specifically designed for those operators that want to differentiate through spectacular architecture, increased customer options and product offering. Through its API driven architecture, CasinoEngine provides a seamless and consistent customer experience and acts as a facilitator for innovation and differentiation.
Most essentially, we believe the true value lies in how we work with our clients to rapidly drive value. CasinoEngine offers ongoing Account Management with the aim of optimizing revenues and further developing our partnerships with our operators while showing dedication in maintaining the vendor integrations, handling new game releases, upgrades and required changes due to regulatory shifts.
The original version of this interview has been published by 5 Star Media on May 15, 2019 under the title EveryMatrix reaching new heights with CasinoEngine solution