Playtech is looking to encourage its clients to put more effort into marketing its products with the launch of a new quarterly awards scheme for licensees.
The solutions giant describes the award as a way to reward licensees for promoting its games and products, with a view to encouraging closer collaboration on such campaigns, and use of the supplier's marketing solutions.
It has awarded the inaugural gong to Gibraltar-licensed operator Mansion Group for its "extensive and innovative marketing of Playtech content" and its "testing and releasing of Playtech's cutting-edge business intelligence tools."
The operator's use of Games Grid, a new business intelligence-enabled tool that provides players with a personalised selection of games based on their behaviour, secured the award. As winners, the Mansion marketing team has been sent a selection of gadgets by the supplier.
"The Playtech Award scheme has been a great success with a large number of our licensees participating and showing how great this industry is in marketing our leading titles in the most innovative ways possible," Shimon Akad, chief operating officer at Playtech, said.
Akad said Mansion was "always willing to push the boundaries" and find new ways to improve their operations, making them worthy winners.
Shelly Suter-Hadad, chief operating officer at Mansion, said the team were thrilled to have won the first Playtech Award.
"It's been a great team effort both internally here at Mansion and with Playtech with whom we work closely in order to continually strive to optimise our offering for our players by using the latest technology and marketing methods."
Operators are now able to submit entries for the next award, with the winner to be announced at next year's ICE Totally Gaming show in London.
In late 2017 an award for the licensee to have demonstrated the highest commitment to marketing Playtech's games over a year will be given out. The winner will be given a Playtech title exclusively for one month, and £50,000 in additional marketing funds.