Copyright : Jakub Jirsak / 123RF Stock Photo

Wiraya has unveiled a new agreement with igaming operator CasinoPop, which has seen the online entity stress that it is to treat all players like VIPs.

Strengthening its customer focus, which CasinoPop emphasises is at the core of its company wide strategy, Wiraya is to see its managed software for mobile customer activation be implemented.

“Operators are finally recognising that customer experience is the main differentiator for brands. While more stringent regulations, and greater competition are clearly factors, ultimately greater expectations from players is causing leading operators to change their approach.” stated Hampus Lindberg, igaming director for Wiraya.

CasinoPop, which falls under the MT SecureTrade banner, set a primary goal of targeting Swedish players under the new partnership, with a longer ambition of enhancing players engagement across new European markets also set.

Daniel Eriksson, co-founder of CasinoPop, explained: “We have structured our whole business model around rewarding loyal customers. For us that means not only going beyond sharing part of our company profits, but also enriching the experience for players throughout the customer life cycle.

“The reason for using Wiraya has been proven in three key areas. We’ve been able to increase the lifetime value of players, deliver unmatched conversion rates and by focusing on existing customers, we’ve proactively reduced churn.

“Customer experience used to be a secondary consideration for igaming operators. It was nice to have, but the main consideration was always conversion. Get more people in.

“Yet as we move into the ‘Age of the Player’ the customer experience and conversion go hand in hand. By blending personalised voice, text and gamification, we are enabling CasinoPop to treat every player like a VIP.”

Sweden launched its re-regulated market at the start of the year, with 60 gambling companies now having had their licence applications receive approval, according to the country’s regulator the Lotteriinspektionen.

Amongst them is MT SecureTrade which received the go-ahead for online games and betting, amongst its stable alongside CasinoPop is, and, amongst more.