The dynamism of the Balkans is capturing the attention of many across the gambling ecosystem who are looking to capitalise on a region that boasts a deep rooted gambling tradition, albeit one that you could say is more closely aligned to the retail space.
In the conclusion of a two-part special Krasimir Pankovski, Head of Sales at 3 Oaks Gaming, and Ihor Zarechnyi, Head of Sales at Evoplay, examine retail influences, the type of content that appeals to local players and what the near future could hold.
CasinoBeats: Looking at the current state of play on the market for casino, how strongly does retail currently hold sway? Are we in a similar position to Italy, where a large portion of players are still land-based and can be persuaded to give online a try?
Krasimir Pankovski: There are still a massive number of users that prefer a land-based experience, even though that trend is progressively expanding in all markets. Our latest research shows that the preference of players is to sample an online slot that they have previously seen in a land-based setting.
However, we can now clearly see that players are gradually moving away from a land-based theme as their online experiences have been positive, something that will undoubtedly play a huge part in the Balkans over the next year.
The transfer of players into a digital online world has been rapid and operators are able to use that change to their advantage, focusing on attracting land-based users through multiple means, such as cutting-edge promotions.
Ihor Zarechnyi: In the current casino market landscape, the impact of retail cannot be understated, yet there is a discernible shift towards online platforms. As it stands, the global trend in many parts of Europe indicates a growing acceptance and adoption of online casino gaming due to its convenience and increased accessibility, resulting in a rising number of players transitioning to online platforms.
Operators can capitalise on this shift by implementing targeted marketing strategies and offering enticing promotions to attract players from land-based to online casinos. Meanwhile, suppliers can develop strategies focusing directly on retail audiences, showcasing the innovation and new dynamics the digital world can offer.
CB: Onto gaming preferences – what type of themes do you believe are most popular with players across the region? What would be your advice to brands looking to roll out online casino?
IZ: The Balkan audience warmly embraces our games, favouring classic and trending features like Bonus Buy. Early in the year, we’ve had quite a buzz around our instant games, like Penalty Shoot-out, and our slots, including The Greatest Catch Bonus Buy and Hot Triple Sevens, really stole the spotlight.
Our retro-themed slots such as Fruit Nova, Hot Triple Sevens, and the timeless table game European Roulette have also garnered increasing popularity, with themes and mechanics that will be familiar to land-based audiences.
Statistics reveal the growing interest of Balkan players. In the third quarter of this year, compared to the same period in 2022, we witnessed a significant increase in bet sum by 29.3 per cent, a substantial 50.3 per cent surge in GGR, and a 17.6 per cent expansion in the user base.
KP: The market has strong preferences for more traditional themes. Lately, players have been inclined to also immerse themselves into newer releases, stacked with captivating and creative features. We maintain that providers should focus on their niche and bring the best of that to the region, carving out a significant corner of the market for their offering to be a success.
We maintain that our Hold and Win series is the best in the industry, which is proven based on the results in regions where we already have an established footprint. Early indications show that Balkans players are clearly enjoying this classic set of titles, and we expect our most popular games to be a huge hit.
CB: Last but not least – what’s your vision for the next 2-3 years and how much do you see the market evolving?
KP – Over the next three years, we envision a period of growth, driven by better quality internet accessibility and speed and a shift towards online entertainment. During this timeframe, we plan to expand our presence, introduce innovative gaming experiences and remain alert when it comes to rapidly evolving regulatory frameworks.
IZ – Considering the region’s immense potential and the factors above, I foresee a significant market expansion in the following years. It will likely be accompanied by more operators entering the region, sparking increased competition.
It, in turn, will positively impact market supply, pushing operators to capture players’ attention by enhancing gaming portfolios and offering superior content and additional incentives.
Moreover, the expected economic growth in the Western Balkans and the rising number of mobile device users who have a propensity for igaming entertainment has a hugely positive impact on the market.
