Working in the dynamic world of iGaming and online casino opens up a world of opportunities within an ever-evolving industry. In this ongoing series on careers in iGaming, Casinos.com provides insight into the dynamics of working within the sector.
Today we focus on Enteractive. Established in 2008, Enteractive helps iGaming brands build relationships with players. Head of Marketing for Enteractive, Jools Moore, spoke to us and gave us an insight into working in the online casino industry.
As we delve into the world of iGaming professionals, we aim to shed light on the broader landscape of careers within the industry. What motivates you to work in the iGaming industry?
"Our employees are what makes Enteractive such a great company. We work hard and play hard, and we take care of our employees with a fantastic work/life balance.
We have a sports cafe where we serve breakfast and lunch everyday, as well as a games room to find some ‘chill time’ - all of these things bring everyone together with a great community spirit. A happy workplace is one that is also more productive!"
Working in iGaming requires a keen understanding of market trends, regulatory landscapes, and a passion for innovation.
From marketing and customer relations to technology and game development, individuals in the iGaming industry play pivotal roles in crafting the player experience. Online casinos and other betting companies come with their own set of challenges, however.
Can you talk about some of the industry challenges your company has experienced and how you overcame them?
“Since we’re a somewhat niche part of the CRM (Customer Relationship Management) sector for iGaming, it can sometimes be a challenge to explain how we can help operators risk-free, without interrupting their existing strategies. There is no downside to using Enteractive, and sometimes it can be difficult to understand how we simply increase revenues without any cost implications."
As the online gambling market grows, how do you keep players engaged, and how can an online casino for example keep them in the long run?
“The online gambling sector has become part of the global entertainment sector, so it’s important to compete with other screen time activities like Netflix, Xbox, and social media, to name a few. Keeping customer eyes on iGaming offerings means building closer relationships with the audiences.
With the rapid expansion of the industry, competition among online gambling operators will increase. To retain customers, operators will need to differentiate themselves through unique features, game offerings, user experiences, and more personalized engagement.”
The industry continues to expand globally, and so professionals find themselves navigating diverse markets, each with its unique challenges and opportunities. From North America to Europe, Asia, and beyond, the global nature of the gaming industry requires adaptability and a nuanced understanding of regional dynamics.
Enteractive operates in several locations. What countries is the company in now, and what are your plans for the future?
“We operate on a global scale, with our teams working around the timezones to interact with our operators' players from Australasia to Asia, and Europe to the Americas. We work with our partners in most of the mature iGaming markets around the world.”
North American iGaming is one area that everyone is talking about now. Do you find working there more challenging or exciting than other locations?
“In the US, the online gambling market is still relatively nascent, and the number of states legalizing online betting has been steadily growing over the last few years, so Enteractive has faced similar challenges to our operator partners in terms of licensing and entering new states and markets.
But this is true when entering any new market...It never stops being exciting, and the US markets are particularly exciting since it’s such a large and important sector.”
You’ve worked with brands in North America like FanDuel. Can you tell us about some deals you’re particularly proud of?
"We’ve been working with some fantastic companies throughout our history, one of the first being Betsson, with whom we’ve been working for well over a decade.
Now, as we expand in the US, we’re super proud to be working with FanDuel, and we’re also in the final stages of signing agreements with a number of other leading US brands."
Our clients include FanDuel, Betsson Group, Entain, ComeOn, Kindred, Kaizen Gaming, BetCity, SuperSport, Yolo Group, Casumo, Hero Gaming, LeoVegas, Casino Days, Rootz, and many more."
Technological advancements are at the heart of the online gambling world. From artificial intelligence and virtual reality to blockchain technology, professionals in the industry are constantly at the forefront of innovation.
The tech trends in the headlines are usually translated into the games that we play and this has a huge impact on the individuals working behind the scenes.
Are there any new tech innovations or trends that Enteractive is particularly excited about? AI for example is a big part of what you do.
“We always try to stay at the forefront of technological advances that can help improve and innovate in the areas in which we provide services for our clients.
Now with AI capabilities becoming more widely available, we’re building a number of new AI processes to increase further the functionality and data-gathering opportunities from our interactions with operators’ customers. It’s an exciting time!”
If you had to name one thing that you believe sets your company apart, what would it be?
"We are proud to say we’re uniquely positioned to offer personalized interaction with operators’ audiences. While the space has many great service providers offering digital services based on algorithms, we are the only company actually speaking to specific audiences on behalf of operators - at scale!"
Finally, if you could only play one type of game for the rest of your life, what would you pick: slots, poker, or bingo?
"It would be poker for sure… that’s where Enteractive started, back in the day! We were conceived in the heyday of online poker and we would call up the players to get them interested again and bring them back to the online tables."
For many people working in the industry, a career in iGaming isn't just a job. It's an opportunity to be part of an industry that thrives on innovation, creativity, and a dedication to delivering unparalleled entertainment. Stay tuned to our interview series as we provide a unique perspective on the multifaceted and ever-exciting world of online casinos and gaming platforms.