PowerPlay has it sights firmly set on the Caribbean and Central America, as the new online casino and sports betting brand plots home dominance before a concerted strategic push further afield.
The Curacao based enterprise has partnered with a variety of organisations, such as Microgaming, Realistic Games, Evolution Gaming and FSB Technologies, as it strives to deliver “a service that truly meets” its users needs.
An Income Access link-up has been the latest string added to the PowerPlay bow, with the firm stressing its player first approach is to remain at its core, as it looks to the longer-term and what it hopes are inevitable expansions.
Dean Serrao, chief executive officer at PowerPlay, took time out to talk to CasinoBeats about the launch, difficulties posed and what appealed about its initial target regions.
CasinoBeats: Why did you decide to launch PowerPlay? And what was it about the Caribbean and Central American markets that made them the prime target?
DS: The founders of PowerPlay have significant experience in the management of land-based gaming establishments in the region, and well-established online operations worldwide.
The betting and gaming opportunities in these regions are significant and rapidly expanding. There is no shortage of passion for sports there, and we’ve recognised the high demand for an online service encompassing both sports betting and casino.
“Our brand mantras of “Dare to dream” and “Raise your game” speak to bold players”
Latam collectively comprises almost half a billion people. PowerPlay caters to this huge base of players, searching for a wide range of trustworthy casino games and services, via our easy-to-use comprehensive online portal – which we’ve proudly built with one of the industry’s most experienced and respected technology partners.
CB: What difficulties are posed by debuting in such an environment?
DS: We believe these markets are far from saturated! PowerPlay has an engaging and attractive brand positioned to encourage aspirational customers searching for fun and responsible betting, in a safe and secure environment.
Our brand mantras of “Dare to dream” and “Raise your game” speak to bold players who enjoy an inclusive, yet premium, gaming experience which rewards them at every level.
As an example, LatAm sports fans traditionally have shown strong interest in football, and so we’ve created bonuses such as the PowerPlay Injury Time – price boosts on goal scorers after 90 minutes of a game, and the PowerPlay Substitute – boosts on goal scoring substitutes. PowerPlay will own that part of the game via TV and online advertising.
“There are many positive signs for online gaming throughout Central America”
CB: An emphasis has been placed upon the localised nature of PowerPlay, how do you expect to achieve this across the sportsbook and casino verticals?
DS: We provide odds and offers within the sportsbook on a wide range of events we know have a big following in the Caribbean and Central America. We’ll integrate several popular payment options, and firmly believe in the strength of the PowerPlay brand and products.
Our customers will benefit from an end-to-end world class gaming environment, tailored to deliver an unrivalled experience.
Additionally, we take responsibility to educate. Many people are not aware of how simple it is to play online slots, or how entertaining it can be to ‘take a seat’ at our interactive live casino. They will learn from PowerPlay, in a safe, secure, fun and responsible space.
CB: An intention to achieve expansions to further markets has already been stated, when do you expect to be undertaking such moves? And which markets would form an immediate focus?
DS: There are many positive signs for online gaming throughout Central America and our team are focusing on the initial roll out across that region.
Our strategy will be to test markets first and implement a customised localisation and growth strategy.
In several markets there may be opportunities to partner with land-based operators. We are always keen to leverage local industry expertise and explore mutually beneficial partnerships.
“…we will retain focus on our core belief, that our customers are always the big deal.”
CB: Looking ahead, what are both your short and long-term goals for the company?
DS: It’s about steady progress for us. The short-term goal is to provide an unparalleled customer experience to our players, and work with them to constantly improve the products and services we offer.
The long-term goal is to expand and develop the brand into an internationally recognised business, providing localised products and services across multiple regions.
As we expand our offer, we will retain focus on our core belief, that our customers are always the big deal.