Bragg Gaming’s new commercial director for Fuze, Lorenzo Carlini, speaks to Gaming Intelligence about the development of the newest strand of the supplier’s marketing and promotional toolset
Can you describe in a nutshell what a Flash Jackpot is?
At its heart, a jackpot is a customer acquisition and retention tool, like any other, and it can help you improve your players’ experience, their retention and ultimately the lifetime value of your players. It’s the application of that tool which provides the differentiation for the operator partner.
Flash Jackpots are mystery-like jackpots which work across all game providers and across all verticals, be it online casino, live dealer, or sportsbook. In the market currently many players are engaged in progressive jackpots, features which are highly popular in the online casino world. Mystery jackpots work in a way which is independent of the game’s output, the player doesn’t know when it will be triggered or the size of the jackpot.
From an operator’s perspective, these are not your traditional regular mystery jackpots, in that the prize pool is not funded by the gameplay, the prize pool is fully funded by the marketing budget of the operator concerned. Operators retain full control of the maximum prizes offered.
How does it work in respect of sportsbooks?
The player experience is the same as that of the aforementioned mystery jackpots. Sportsbook players are able to see the current prize pool, which is set up as a progressively increasing amount. Flash Jackpots will work on any bet made via the sportsbook or on a specific sport, league, event, or outcome.
The flexibility of the tool allows the configuration of jackpots on pretty much any sportsbook parameter or criteria you can think of. As an operator, you define the starting point of the jackpot pool and the maximum exposure and the jackpot will be triggered somewhere in this range. However, once again, the budget is fully controlled by the operator.
Where are the biggest benefits of adding Flash Jackpots to the Fuze offering for sportsbooks?
We believe that this creates a new value proposition for sportsbook operators. The concept of a jackpot is famous in the online casino industry, but we believe that by developing our technology to extend the jackpot to other verticals, operators who partner with us will be able to create their own branded jackpots, something which can truly differentiate themselves from their competitors.
In your opinion, how much of a gamechanger is the possibility of adding a flash jackpot to an existing sportsbook?
While it may not be a gamechanger, we believe it is something that creates differentiation among operators competing in the sportsbook market. In my opinion, the sportsbook vertical is in general lacking player engagement, and Fuze is filling that void.
Jackpots are a thrilling way to gamify the online experience, so why limit them only to casino players. Flash Jackpots on sportsbooks, together with branded jackpots across all the other content verticals, should help you stand out as an operator and consequently increase the lifetime value of your players.
Which sportsbook market do you think could benefit the most from the addition of flash jackpots to Bragg’s Fuze offering and why?
This addition has the potential to benefit a lot of markets, not just one or two, so I wouldn’t say there is one market which will benefit more than the others. Players around the world love the opportunity to chase bigger rewards, regardless of the market.
Having said that, I do see some ‘low hanging fruit’ for Bragg as a content and technology provider coming from adding flash jackpots to our sportsbook partners in those markets in which we are already present, such as Europe, the United States and the Latin American market.
What’s the next enhancement to the Fuze toolkit?
Live casino engagement! Fuze is already supporting live casino gameplay, however, we’re tailoring the player engagement experience specifically around Blackjack game and other table games like roulette. Players can collect or compete in a number of curated Blackjack hands, as well as introducing specific mechanics into roulette and other table games.
The Live casino vertical is one which has proven to be a very popular one across the iGaming community, but there is a conspicuous lack of gamification tools which are specifically tailored for this vertical, and this is something we’re hoping to rectify with the additions to our Fuze toolkit in this area.