Amelco G2E Preview: Challenging the big names
Brandon Walker, Amelco’s Head of Business Development, tells Gaming America why proactivity is key in taking on the US giants.
What parts of your offering have you adapted to help clients taking on the big US industry names?
As a challenger, trying to outmuscle the US giants head-on is futile. We’ve made a name for ourselves being the provider for taking on the big boys.
It all starts with proactivity and having the best underlying technology. This translates directly into delivering the best industry apps and best-inclass service. You can have brilliant acquisition and retention ideas, but if your underlying tech and platform are below par, you’re wasting your investment. It’s like entering a race without having wheels on your car.
Get the basics right: get a clean, slick UX and UI, and a seamless registration process. Players expect an intuitive experience, easy bet placement and no unnecessary bouncing between pages.
What’s your secret to finding and assessing the best partners and providers for tech?
We were fortunate to be in the regulated space from the outset. But we are continuously building, adjusting and improving our platform.
We look for partners that have proven themselves, sometimes even disruptors like Xtremepush when they first entered the CRM space. However, it’s not just about reputation; it requires thorough due diligence and road-testing.
A key aspect is ensuring these providers are proactive and in line with the market. Ultimately, you don’t always know what’s going to work until you test it, so our proven formula means a combination of careful assessment, building strong relationships, and a willingness to iterate.
How is online casino going to look in five years across the US?
If you’d asked me three years ago, I would have confidently predicted 10-12 new online casino states by now. However, we’ve gone three to four years without significant new online casino states, still largely relying on the same regulated markets.
I’d like to think we’ll see another two or three online casino states go live, hopefully larger ones. A major factor here is the ongoing discussion around sweepstakes models, which are effectively operating without paying taxes, arguably as illegal operators. The only way to effectively curtail these is to offer a legal, regulated route. People are always going to want to bet, and states should tax that activity. This situation only highlights how much revenue these unregulated models are taking away from the state coffers.
The younger generations within tribal communities will increasingly realise they risk being left behind. This growing awareness will inevitably lead to more tribes and states opening up to online casino regulation.
How important is G2E for fueling innovation?
The amount of people I’ve met over the years at G2E who have become friends, associates, and ultimately introduced me to countless new connections, is invaluable. The face-to-face interactions are incredibly important for and can empower smaller operators to be brave and truly differentiate themselves.
How much has G2E evolved over the last decade?
G2E has transformed immensely post-PASPA. Speaking to Vegas veterans who’ve been going for 10 or more years, they’ll tell you it’s a whole new ball game, having shifted significantly away from being purely land-based. Watching the evolution of the space since PASPA was repealed has been eye-opening. The industry is only going to continue to grow.
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