Pronet Gaming sets sights on Asian market expansion
The latest Mordor Intelligence report said that the Asia-Pacific casino gambling market generated a revenue of $2.02 billion (€1.8 billion) in the current year and is poised to register a compound annual growth rate greater than 6 percent during the forecast period. The study added that the casino gambling market of Asia Pacific operates through a combination of regulatory framework, tourism, and local demand.
With a promising outlook for the whole industry in the region, many operators and platform providers are setting their sights on Asia. In an exclusive interview with SiGMA News, Alex Leese, CEO of Pronet Gaming, revealed plans to expand into the Asian market and establish an office in the Philippines.
Leese outlined the company’s goals for establishing a strong presence in Asia. “Midterm would be to fully establish ourselves over here in Asia across as many jurisdictions as we possibly can,” he said. Pronet Gaming aims to replicate its success in Europe, Latin America, and Africa by focusing on constant innovation and maintaining strong partnerships. The company is an established platform provider which started in 2007.
Tailoring products for the Asian market
However, entering the diverse Asian market requires a tailored approach. Leese explained, “The biggest mistake we can make is to try to enter Asia with what we think works in all these various jurisdictions, from Vietnam and Cambodia right through to Indonesia.”
Leese emphasised the importance of localisation, stating, “We’ve always been good at localising ourselves, not just the product, but the team behind it. And that’s where the feedback becomes really important.”
Leese also stressed the importance of selective partnerships. “It’s easy to take on every operator that you meet at a show, but it’s important to have some refinement around the qualification to ensure the partnership works in the long term.”
Focus on the Philippines and future innovations
As part of its Asian expansion, Leese announced Pronet Gaming’s plans to open an office in the Philippines, highlighting the company’s commitment to the region. “We’re extremely proud to be investing into the Philippines with a big office here and hopefully start to recruit a lot more staff in the region,” he said.
Looking ahead, Pronet Gaming aims to roll out its full turnkey solutions to a select group of operators in Asia. Leese emphasised the company’s focus on innovation and futureproofing, stating, “Ensuring that we stay innovative and relevant is key. This includes AI and crypto-based solutions, which are absolutely crucial in this market.”
Impact of emerging technologies
Leese shared, “One thing that we’re working on right at this minute is actually having a crypto solution whereby a client is able to deposit, play, and actually potentially withdraw in crypto.”
As for the impact of AI, blockchain, and cryptocurrency on the gaming industry, Leese emphasised practicality, stating, “We have to sort of understand what is it that AI will add in a gaming context. For me, it’s ultimately about personalisation.” Leese said that AI can enhance player retention by predicting player behaviour and offering personalised content, which is crucial for B2C operators.
Ensuring seamless user experience
Leese emphasised the importance of a consistent user experience across all channels. He explained, “Key items of any customer interface are available across every single channel.” This approach ensures that users can seamlessly transition between online and retail betting solutions, enhancing their overall experience.
Pronet Gaming won the Best Multi-Channel Provider award in the recently concluded SiGMA Asia Awards. Leese discussed the company’s success in integrating and managing multiple channels across different markets. “The key to our success has been in the adaptability of what we provide to our operators,” he explained.
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