In this exclusive interview for GMB, Pedro M. Garcia, country manager of SkillOnNet, explains how the company has stood out in competitive markets and their expectations for Brazil in 2025. He details localization strategies, new investments, and entering the market with three new brands, such as Play UZU and Bacana Play. He also highlights local partnerships and the commitment to responsible gaming, as well as plans to boost the online casino sector in Latin America.
Games Magazine Brasil - How has SkillOnNet adapted its strategies to thrive in competitive online gaming markets, especially in the 14 regulated markets it operates in?
Pedro Miguel Garcia
– It all comes down to our ability to localize strategies in each of the markets we work in, which is only possible due to our global positioning and years of operational experience in various markets.
We leverage all the knowledge and unparalleled resources of our state-of-the-art platform to offer deeply localized brands, products, and entertainment experiences to players around the world. All the customized marketing strategies, market-specific payment methods, and partnerships with companies specialized in creation, marketing, and media, as well as content creators and innovators, are what we most seek to include locally.
Everything to manage to interact authentically with players in each market and offer the online casino entertainment experiences they seek. Naturally, we invest heavily in compliance teams and solid customer support so that we can meet the regulatory demands of each market while at the same time winning the trust of players and ensuring a competitive edge.
What plans does SkillOnNet have for Brazil this year? Strategies and investments? Will it be the company's main market focus?
Brazil has been on our radar for some time. And the fact that we have been approved for certification and payment of the licensing fee is very positive for us. This is a large market with a lot of potential, and entering here aligns with our growth strategy focused on regulated markets now that the regulations have been signed into law with the market in effect since January 1. We already have licenses in Mexico and Argentina, so Brazil was the next logical step with applications also in play in Peru and Chile.
Many see Latin American countries as markets for sports betting and significant volume, but we see tremendous potential among players seeking casino entertainment - something we know exactly how to provide thanks to our experience operating more than 30 brands in markets across the region and beyond.
In terms of investment, we always enter a new market with a strong marketing strategy and campaign to ensure a large share of voice, and Brazil will be no different. We are going live with three brands – BacanaPlay (our popular brand in Portuguese), one yet to be decided, and our main casino PlayUZU – and we will be deeply localizing the experience offered in each. We are also working hard to localize our marketing activity so we can generate awareness, engage players on a scale, convert them, and make them come back for more.
Who are the main partners in Brazil?
In each market we aim for, we have several important partners in a wide range of areas, including media and agencies, as well as payment and content providers. SkillOnNet is a large group with a truly international reach – this has given us knowledge and experience that ultimately provide a model to follow in each new market we enter.
Part of that model is, obviously, the partners we need to engage with, and we make great efforts to ensure that our local partners are the best at what they do, as we know from experience that they will be key to our success. For example, when choosing agencies, we want to see if they work the same way we do and if we are aligned in terms of goals and how to achieve them.
Latin America, and specifically Brazil, will be extremely competitive, but we believe we offer a superior entertainment experience for players and our partners need to be fully committed to this belief. This applies especially to any joint venture partnership we enter into.
How does SkillOnNet plan to adapt marketing with the new regulation?
This is nothing new for the SkillOnNet team. We have mastered the art of taking an international brand and localizing it for specific markets, but without losing the brand values and tone of voice in translation. A big part of launching a new brand in a new market is player awareness, not just of the brand, but of how they can enjoy the online casino safely, so responsible gaming constitutes a large part of our initial marketing activity.
In Brazil, for example, we have already conducted extensive market research to understand what players want from an online casino experience and we have set out to ensure that we offer that across all our brands, not just at the product level, but also in how we market and communicate with consumers.
Offering an experience that not only meets or exceeds player expectations is essential in competitive and regulated markets, and that is why we focus so much on localization.
What is the long-term vision of the company for growth in the online casino sector, especially in emerging markets like Brazil, Argentina, and Mexico?
We are always looking to expand our brands to new markets in Latin America, especially in Brazil, Argentina, and Mexico, where the potential for online casino growth is significant.
We also see many opportunities in Europe, among other emerging jurisdictions around the world. But, regardless of the market, our approach is always the same, that is, to establish strategic partnerships, leverage the resources of our platform to meet and exceed player expectations, and then increase the awareness of our brands through localized marketing campaigns.
One point we keep in mind is to ensure that our lobby has localized content from specialized game providers who know how to excite and entertain players in each market. We also tailor acquisition and retention campaigns to ensure the engagement of our players and potential players and make them come back to play more. This is the SkillOnNet model, which has proven extremely effective so far.
With more than 30 online casino brands under its management, what criteria do you use to decide on the launch of a new brand and if there is any new brand in preparation?
There are several important factors we consider before launching a new brand. This includes market demand, the regulatory environment, and the potential for differentiation, in addition to factors such as target demographics, the potential to offer unique gaming experiences, and technological advancements. We invest heavily in research to understand player motivations and identify preferences and general knowledge of other brands in the market.
This gives us the insights necessary to continually assess opportunities with new potential brands in the pipeline, so we can be sure that we will meet the demands of players and the market.
What innovations or new features can players expect from the SkillOnNet platforms in the near future?
We are always developing new features and functionalities to ensure that our brands offer a superior experience to players. This includes recent updates in interface designs, new game integrations, personalized game recommendations, and dynamic quests. This is essential to ensure the high retention rates that our brands exhibit.
We combine this with a deep commitment to responsible gaming and the integration of tools that protect the most vulnerable players while ensuring that those who are less at risk remain in control of their gaming. Online casino is a fun activity and it is important that it continues to be so for players across our network of brands.
How is responsible gaming a priority for SkillOnNet, and what specific measures or programs are in place to ensure a safe gaming environment for users?
We have a number of responsible gaming initiatives ranging from the basics, such as allowing players to set deposit limits, cooling-off periods, and self-exclusion, to advanced technological solutions that monitor players in real time.
In addition, we collaborate with organizations that promote safe gaming and offer resources and support to all our players. We also invest in responsible gaming marketing campaigns that raise awareness about the topic and educate players on how they can use the tools available in our online casino brands to maintain control of their gaming.
How does SkillOnNet approach communication with players to promote a culture of responsible gaming among its users? How did you decide to become part of the IBJR?
We engage players primarily through targeted messages, ads, and educational content. Being part of the Brazilian Institute of Responsible Gaming underscores our commitment to promoting responsible gaming while aligning with broader industry standards - an approach we adopt in all markets.
As Brazil is a relatively new online casino market, there is an even greater need for communication and education, as players are likely unaware of some of the risks of online gambling and the tools that can help them mitigate these risks and keep the fun in gaming. Player protection is most important.
Looking ahead to 2024, what have been the main achievements of SkillOnNet and how do you measure success in your operations?
One of our biggest achievements last year was the ongoing and improved ranking in the EGR Power 50, confirming our place among the top companies in the industry. This was the result of a truly incredible period for SkillOnNet, during which our brands outperformed the markets they operate in.
Most importantly, we also expanded our market reach and improved customer retention rates. In terms of how success is measured - both internally and by the judges of the EGR Power 50 - we look at KPIs such as market share, player engagement, brand awareness, consideration and use, revenue, and growth of active players. Meeting regulatory requirements and standards is also a must.
Of course, player feedback is perhaps the most important metric. In addition to being included in the EGR Power 50, SkillOnNet's flagship brand, PlayOJO, received several industry awards, including the iconic EGR Operator of the Year and Slot Operator of the Year awards.
What have been the main challenges SkillOnNet has faced and how has the company dealt with them?
Stricter regulations, a more complex competitive landscape, and advances in technology presented many challenges last year. But that's part of the fun and our incredible team is capable of facing and overcoming any challenge. This includes adapting our compliance strategies, investing in new technologies, and continuously analyzing market trends and player preferences to ensure we stay ahead of the game.
What are SkillOnNet's expansion plans for 2025, and are there any specific markets or partnerships in sight?
We will focus our efforts on markets with favorable regulations and high growth potential. Our market expansion focus in 2025 will be Latin America, Africa, Greece, and the USA.
Obviously, we will establish our presence in these markets through partnerships with local companies, media brands, and technology providers, so we can offer the deeply localized experience that players expect.
How is SkillOnNet leveraging technology to enhance its offerings and what role do you see technology playing in the future of online gaming?
One way is to employ advanced data analytics, AI, and machine learning to personalize the experience each player receives, especially when it comes to recommending and promoting games that match their preferences.
Technology will continue to play a crucial role in enhancing engagement, improving security, and facilitating seamless transactions, even with the constantly evolving landscape in which we operate.
Most importantly, we listen to our players and do what needs to be done to respond to their feedback and improve our offering based on their needs. These needs vary from market to market and based on player demographics, but that's what motivates the entire SkillOnNet team to continue pushing the boundaries so we can set the standard for others to follow.
Source: Exclusive GMB
