EGR Artical P415 Feb 2018 20:36
Producing branded content has been another of the company�s main drivers, and a focus that has resulted in the launch of The X Factor and Love Island-themed products. Southon uses the rise of live casino provider Evolution Gaming as an example of the industry branching out and discovering a new content channel that has piqued the interest of the consumer.
�In our industry you have to provide content people want. We�ve licensed the likes of The X Factor or Britain�s Got Talent, which suits a certain type of audience.
It�s not right for everybody so it wouldn�t fit a sportsbook but there is definitely a space for it.�
Humble and optimistic
Southon is clearly optimistic about the firm�s outlook, but remains staunchly humble. And despite the financial hiccup caused by the Slingo acquisition, M&A remains on the chief exec�s radar. �We managed to [pay off the final RealNetworks instalment] with the help of Jackpotjoy on a licensing deal, but now we�re free from that shackle so our stock is a bit more liquid again,� he comments.
Southon attributes the firm�s progression to a unified team that shares the same mantra and ultimate goal. The senior management comprises an impressive mish-mash of industry experience. COO Stephen Downer spent 10 years at Sky Betting & Gaming and a further two years at Betfair before joining the team at Gaming Realms.
�I think we�re just trying to do our own thing and at some point it will pay off, but we�re not at that point yet. We�ve got to flex as the market is changing very quickly�
Others share bwin.party and Cashcade experience, particularly Southon and Gaming Realms co-founder Simon Collins who facilitated the sale of Foxy Bingo and Cashcade to bwin.party. From there, the two learned to adopt the entertainment first stance they have since brought to the operator.
Southon says: �Our experience at Foxy and then at Party was as much about the type of player as it was about the game that people were playing. Foxy Bingo [took] very much an entertainment stance, and it was mass market, and the premise of the business, in terms of Gaming Realms, is really to continue that but with our own technology and focusing on mobile and the new methods of marketing and gamification.�
As it seeks to broaden its offering, Southon says the operator looks to supplier of instant win games IWG as an example for its licensing business as it has developed and successfully rolled out its own niche gaming model.
Elsewhere, the chief executive counts Stride Gaming as another firm to watch for its varied business arms and unified strategy. �They�re all very different businesses. I think we�re just trying to do our own thing and at some point it will pay off, but we�re not at that point yet,� Southon recounts. �It�s going to be