Thursday the 3rd of December 2020: Broadway Gaming, operator of one of the largest UK Bingo networks, has signed an agreement with Bede Gaming to migrate its entire operation onto the award-winning online gambling platform.
This significant move for Broadway Gaming provides its hugely popular brands with the perfect impetus to drive growth through Bede’s technical and operational expertise. Fully licensed brands to join the Bede platform include Butlers Bingo, Glossy Bingo, Rosy Bingo, Dotty Bingo, Bingo Diamond, Casino of Dreams and Lucky247.
Broadway Gaming selected Bede as its next long-standing partner thanks to the flexibility, scalability and modularity of Bede’s powerful platform. The new platform also allows Broadway to build on its unwavering commitment to communicate with players at the right time using live data when monitoring player behaviour, which has never been more important.
Bede’s solution will let Broadway players benefit from a quicker and more reliable experience while simultaneously diversifying the content portfolio. Instant access to a wide selection of the best titles from land-based and digital providers is granted through a single integration.
David Butler, CEO at Broadway Gaming, said: “Following a carefully considered exploration of potential providers, Bede’s forward-thinking and agile platform proved the best for our exciting expansion roadmap. Our shared philosophies on functionality, responsible gaming, compliance and innovative technology promises a long and beneficial partnership.”
Alex Butcher, Bede’s Managing Director commented; “Bede are excited to partner with Broadway Gaming and to bring them onto the Bede Platform. Broadway Gaming are an Operator who are not only tuned into the UK Bingo and Casino marketplace, but as a Team they are culturally and technically aligned to Bede, and we’re really excited about the potential together.”
Thomas Bone, CEO Merkur Online B2B Divisions said; “We are delighted to welcome Broadway Gaming, and look forward to working together successfully in the UK and beyond.”
Alistair Boston-Smith, Chief Strategy Officer at Bede Gaming, spoke to iGaming Business about his views on how the sector is using its technological prowess and marketing might to make gambling safer.
When the Gambling Commission recently challenged the sector to utilise its technological experience and talented minds to make gambling safer in the UK, they were perhaps preaching to the converted.
This is the view of Alistair Boston-Smith, chief strategy officer at Bede Gaming, who feels the industry has entered a new era, where it accepts things have to change.
Now, some brands are altering the way they operate, communicate and advertise – a move highlighted by the Gambling Commission’s announcement that three industry-led working groups have been established to tackle high value customer incentives, advertising online and responsible product design.
The Gambling Commission’s message to the industry could not have been clearer – use the expertise that helps you attract millions of customers to ensure they are better protected.
Advertising has been an area of particular concern for some time, with untargeted marketing attracting criticism from politicians, regulators, charities and, increasingly, the public at large.
Whether it’s saturation advertising during football match broadcasts or operators’ logos adorning the kits of footballers, critics contest this potentially normalises gambling and increases the risk of reaching vulnerable audiences.
However, the development of a more targeted marketing approach to customer attraction and retention has reduced the attraction of blanket advertising and highlighted its short-comings, according to Boston-Smith.
“These methods have their merits, but with the nature of our industry, and the responsibilities we have to ensure a safe environment, we’re always looking to reach an audience with meaningful, targeted messages.
“The industry needs to be proactive in using customer data and expertise to make timely interventions, utilising technologies .”
Boston-Smith explains that the tools integrated on the Bede platform allow operators to communicate with customers at the right time, using live data. This could be a moment when the operator wants to encourage further play or offer different games or – conversely, and going back to the potential benefits for safer gambling – urge them to take a break.
By using machine learning, operators and their marketing teams can improve the relationship with the customer.
“Targeted communication builds trust between the player and the company,” Boston-Smith explained.
“Using rich and highly targeted data to create smart campaigns by linking behaviours to interventions enables better decisions to be made about how and when a player will be reached; perhaps by a push notification, text or live chat session. It’s a lot more beneficial to contact the player when they’re actively interacting with the site.
“The operator must look to build the relationship with the player to build retention rates.
“By building this capability we can also ensure the operator is able to intervene and check on a player’s well-being – at Bede, we are striving to be the safest place to play so these features are core components of the platform.”
The technological developments mean data-led targeted campaigns are also more effective and economical than traditional, untargeted methods; naturally encouraging a stronger relationship between operator and customer, whilst also being proactive towards the ever-present responsible gambling duty.
“Historically the strategy has been to spread the net wide and try to bring as many new customers in as possible or get them to claim their bonuses, and that was pretty much the end of the journey.
“It is clear now that strategies have changed, and operators are now looking for longer term value. With new technologies and advanced data tools it’s easier than ever before for operators to tailor campaigns towards their customers for a personalised and protected journey, as opposed to the traditional blanket approach such as TV campaigns.
“A targeted, data-driven approach ensures operators yield more information about the success of their campaign, so return on investment can be measured.”
Bede Chairman, Joe Saumarez Smith, talks to SBC News ahead of Betting on Football about legalising sports betting in India.
With India on the brink of legalising sports betting, and a number of other countries around the world also mulling the idea, this year’s Betting on Football will be hosting a track focused upon the Global Markets that are considering liberalisation as well as looking at those that have legalised recently.
One of the panel discussions on the track that will take place is ‘India – On the cusp of regulation?’ where some of the expert speakers will be discussing the challenges that India may face, and the changing attitudes of legislators.
Among the panellists is Joe Saumerez Smith, Chairman at Bede Gaming, who spoke to SBC about how he believes that the liberalisation of the Indian market will largely be driven by Cricket, but the growing football and tennis markets may play a role in engaging with newer audiences.
SBC: Are attitudes changing in India with regards to sports betting legalisation?
Joe Saumarez Smith: Among the more enlightened politicians and sports administrators in India there is tacit acceptance that legalising and taxing sports betting is the only way forward. There is such a huge level of illegal sports betting within India and as we are seeing in Sri Lanka, match fixing and spot fixing is far more likely to happen in a market where gambling is not regulated.
However there aren’t many votes to be had in licensing sports betting and that is where the problem lies…
Read the rest of the article here:
Provider is building on established market presence with fully-licensed and scalable platform
Bede Gaming, the award-winning supplier of software to the online gaming industry, is to kick-start 2019 with a concerted expansion in Spain.
The Bede platform is fully-licensed by the DGOJ, the Spanish gaming authority, and features a wide range of cutting-edge, proactive marketing tools alongside a portfolio of more than 3,000 games and two direct sportsbooks with Kambi and SBTech live on the platform.
Responsible gambling is central to the Bede platform, with deposit limits and automated flagging of players displaying signs of problem gambling behaviour setting it apart as the safest place to play.
Ross Haselhurst, Commercial Director, Bede Gaming, said: “Spain is a core target market for Bede as we look to capitalise on the significant commercial momentum of our platform. Spanish operator groups are well placed to take advantage of the transformative impact our vast range of high-quality content and powerful automated marketing tools can have, and we are enthused by the possibilities as we push further into the market.”
“We are seeing more and more operators that are looking to expand their footprint but find themselves crippled by the resources required to service new markets while maintaining performance in their core markets. By offering a direct and single route into the Spanish market, we’re predicting significant growth for Bede and our partners in the months to come.”
The growth opportunity in the Spanish market is clear, with online GGR rising 30% year-on-year during Q3 2018 according to the DGOJ.
The provider’s technology is already live in the Spanish market with leading operator Enracha.
Bede has enjoyed a strong period of commercial growth, having been selected by the Ontario Lottery and Gaming Corporation in September 2018 to provide the lottery’s new enterprise-wide digital platform.
This agreement came alongside a series of recent content integrations with leading providers including Play’n GO and SBTech.
Gaming Intelligence kicked off their 2019 ICE campaign with their annual awards and Hot 50 list announcement and one of our very own was featured. Product Director, Sarah Hitchcock was singled out as one of the top gambling execs in the industry. See below for GI’s write up on the woman behind our products.
2018 was a transformative year for Bede Gaming, which landed its biggest commercial deal to date with Ontario Lottery and Gaming Corporation.
Bede has always backed itself on its tech, safe in the knowledge its platform is in good hands with product director, Sarah Hitchcock at the helm.
Hitchcock has been instrumental in defining Bede’s product roadmap during her six years at the company – and has been rewarded with Bede’s emergence as a major player in platform provision.
Bede Gaming client, The Rank Group, has reported encouraging digital growth in its interim results for the six months ending 31 December 2018.
Despite significant headwinds in the UK, the group reported a 2.4% rise in like-for-like revenue during the period, alongside a 15.8% increase in digital revenue.
Bede Gaming provides its leading platform technology to Rank Group’s digital business, driving digital performance through its expansive range of content, advanced marketing and responsible gambling tools.
Alex Butcher, Managing Director, Bede Gaming, said: “We are pleased to see Rank Group’s excellent progress and congratulate them on the strength of their digital results as we move into 2019.
“While the retail side of the industry is facing more challenges, it is positive to see the uplift in digital. The majority of our clients are seeing this sizeable shift in growth since migrating to our platform and it’s great for us to see our clients benefiting from combining the power of our technology with their customer knowledge.”
Colin Cole-Johnson, Director of Digital and Cross-Channel Services at Rank Group, said: “Our H2 digital trading results have been encouraging, and we are delighted to see good progress being made on this side of the business.
“We have enjoyed a strong relationship with Bede Gaming since they became our digital platform partner in 2016 and look forward to capitalising on our progress as the year continues.”
Transformative platform software supplier completes major integration every month
Bede Gaming has had its most successful year since the business was founded in 2012, signing three new clients and completing a major integration on average for every month of 2018.
Fresh from announcing its biggest commercial contract to date, having been selected by the Ontario Lottery and Gaming Corporation to transform its digital platform offering, the award-winning software supplier has completed 10 integrations in 10 months in 2018, a 30% increase on 2017. This includes several major content integrations, as well as now offering two premier sportsbook with Kambi and SBTech.
Bede has completed each integration in an average of just four weeks, living up to its reputation of managing and completing some of the fastest and most efficient software integration processes in the gaming industry.
The supplier is also promising more integrations to come in the remaining weeks of the year and will continue to build on the application of its successful strategy into 2019 and beyond.
Content and sportsbook providers added this year include some of the most established and fastest growing brands in the industry, such as SBTech, Yggdrasil, Pragmatic Play, Play’n Go and Habanero.
These suppliers have been added to Bede’s extensive library of premium quality content and sportsbook services that operators can immediately access via its cutting-edge platform services. They join a host of some of the biggest names in the industry including Novomatic, IGT, Evolution, NetEnt, Gamevy and Microgaming that are already available on Bede’s platform.
Once a supplier is integrated its products are instantly available to all Bede’s network of platform customers. No other supplier offers such a wide range of leading content providing Bede’s operator partners with the easiest access to the most choice on the market.
2018 has also seen Bede enhance and expand its range of configurable, automated platform marketing and responsible gaming tools; through the launch of Bede PLAY, its new content aggregation platform technology; and significantly extended its licensee portfolio across a range of regulated markets and verticals.
Ross Haselhurst, Commercial Director, Bede Gaming, said: “2018 has been our best year yet with three major commercial deals and 10 content supplier integrations in as many months to complement our comprehensive range of over 100 of the biggest supplier partners with more than 3,000 games. Our roadmap shows just how serious we are about content with a focus on quality over quantity.”
He added, “We also now offer two major sportsbooks in Kambi and SBTech as well as expanding our portfolio into Virtual Sports following our deal with Kiron Interactive earlier this year.
And with our relationship with OLG expanding we will be adding more lottery games to our portfolio in the coming months too. 2019 looks set to be bigger even than 2018, watch this space!”
Bede Gaming, the award-winning supplier of software to the online gaming industry, has integrated Play’n GO’s entire content portfolio of best performing games to its leading platform offering. Play’n GO titles, including Street Magic and Planet Fortune, are available to all Bede’s operator partners, including tier one brands Rank Group and LeoVegas.
Ross Haselhurst, Commercial Director, Bede Gaming, said: “We are very pleased to have taken on board Play’n GO’s diverse range of high-quality content, adding to our fantastic portfolio we can offer our operators. Particularly as we look towards new markets the quality and speed of our content provision is key and having a rich integration with Play’n GO is a ‘no brainer’.
“Play’n GO becomes our tenth integration this year and, whilst others are struggling to keep up, our strategy is paying off and we’re certainly not done yet. This year we have solidified Bede’s place in the market but we’re not willing to be complacent, we have plenty to keep us busy. I’m absolutely thrilled at having Play’n GO on our platform as we continue to seek out the best and brightest providers in the market.”
Magnus Olsson, Head of Sales and Account Management at Play’n GO, said: “Bede has cemented their reputation as one of the most highly-regarded platform providers in the industry, and we are delighted to be rolling out our catalogue of leading games across its platform, making them instantly available to all of the brands they serve. We are certain our games will prove a hit with all Bede’s partners.”
The agreement with Play’n GO continues a period of strong commercial growth for Bede, having been selected by the Ontario Lottery and Gaming Corporation in September this year to provide the lottery’s new enterprise-wide digital platform. OLG is one of the largest organisations of its kind in the world and the agreement marked Bede’s biggest commercial agreement to date. Bede continues to integrate content partners at an incredible pace having consistently averaged at least one provider per month, marking a 30% increase on previous years.
This week is an important week in the iGaming calendar. It is Responsible Gambling week, during which the whole industry makes a huge push to promote responsible gambling practices and to remind players that when the fun stops, stop.
As a software supplier to the sector, other than to ensure we provide RG tools for our operators and keep them compliant, technically we don’t need to do as much as the operators themselves for their customers, right? Absolutely wrong.
At Bede, we are acutely aware of the huge responsibility, influence and control we have over protecting gamblers and are absolutely committed to working with our clients to find better ways of keeping our customer’s customers safe.
This year, we announced our new vision to become the “Safest Place to Play”. This was a strategic and passionate decision that has been embraced by all Bede staff. We know that we are not fully there yet but are fully committed to the cause. We set ourselves extremely high standards and understand that despite having some of the strongest RG tools in the market, there is still a lot more that can be done and that we can do both internally and externally to promote, invent and support better responsible gambling practices.
RG Week is, in its essence, about reaching out to players and making them aware of the risks but in house, at Bede, we also recognise the need to look after our staff and engage them with RG as much as possible.
It has taken a few years to come to this realisation. Since our inception six and half years ago, our main focus for staff has always been to look after our people and to give them a great environment within which to work. Generally this has been healthy snacks, free lunches, the latest coffee machine and Friday beers – but as the company has grown and we’ve matured, it became very apparent that it wasn’t just about the freebies and little extras. We also have a duty of care to our staff in terms of both mental and physical health.
Our staff is in the highest risk category for problem gamblers. Not only because of their demographic (males aged 18 – 35, which make up 74% of our workforce) but also because they work in the industry and with so much exposure to gambling practices it can normalise the gambling experience, making it harder to spot problem behaviour. Statistically, someone in our team will have a gambling problem (3-5 gamblers out of every 100 will struggle with some sort of problem gambling or risky behaviour; we employ over 170 people). Staff may not realise that they too are vulnerable. So this year, Bede is getting into action, kick starting our own internal campaign and dealing with it head on.
In line with Bede’s vision of becoming ‘The Safest Place to Play’, we want to engage everyone from QA to finance with active thinking on how we can build the best tools to help players stay safe online. And we aren’t only passionate about the players, we are also passionate about the well being of our staff, so we’re starting the conversation about how to make Bede the safest place to work.
Across the week, our dedicated RG team will be posting all sorts of messages about responsible gambling; educating and raising awareness amongst our staff to not only be mindful of their risk but to also put RG front of mind when creating our amazing business too. We are running a couple of internal competitions to increase engagement, will be making a few announcements and have a brilliant young man coming in to talk about his first hand experience with problem gambling.
These are the beginning steps on this very important journey for Bede, with many more to come. In the same way we transform our clients’ online offerings, we are looking to transform the way the industry is perceived, to put the player first and to ensure that gambling is fun and safe for everyone. Watch this space.
We’re here to help. Let’s talk about Responsible Gambling.
Over the past seven years, Bede Gaming has established itself as one of the first-choice gambling platform options for innovative operators across the globe. As part of its development, the firm sought guidance in areas of corporate governance and, with the support of UNW Strategic Talent, appointed Andrew Marsh as Non-Executive Director in January 2017. The fresh perspective has allowed Bede to continue its successful journey, taking its business to the next level both domestically and overseas.
Bede Gaming is an award-winning software company that offers completely flexible gaming solutions with robust security measures, allowing users to bet online using a single sign-on centralised account. With over 3 million registered players and 200,000 monthly users, the firm now supplies its software to over 30 online casino, bingo and lottery websites in regulated markets.
Established in 2011 by Michael Brady, Dan Smyth and Joseph Saumarez Smith, Bede was born out of the trio’s desire to create a gambling platform that improved the customer facing experience.
Over the next five years, the company emerged from its initial growth phase with a seven-figure revenue stream. Whilst the boardroom contained a wealth of knowledge on the technical and production aspects of the business, it was seeking a fresh perspective on business strategy and expertise.
In late 2016, the decision was made to appoint a Non-Executive Director (NED) and Bede approached UNW Strategic Talent, a niche service that works closely with clients to source and recruit board-level and senior finance candidates to drive and sustain business growth.
UNW’s Peter Neal, working closely with Bede’s Dan Smyth, introduced the firm to Andrew Marsh. The match proved to be a good one and Andrew joined Bede in January 2017.
Andrew’s role is centred around Bede’s governance but, as he explains, has expanded to enable more open and transparent discussions focused on long term strategy: “My role at Bede has enabled the founders and board members to better understand their duties, including scrutiny and decision making. I have been conscious not to overburden the entrepreneurial and creative spirit that got Bede to where it is today but to focus the discussion on items that really matter.
“This shift has allowed the company to substantially increase revenue streams whilst still having the capability to implement its growth agenda and open new international markets.”
Andrew, who is also Group Chair for Executive Peer Group organisation Vistage International, boasts a wealth of experience of creating sustainable growth for businesses in a wide variety of sectors, including technology and IT.
Whilst seemingly an ideal fit on paper, Andrew emphasises that the Strategic Talent team at UNW went beyond this to ensure the appointment was right for both parties: “Peter spent a great deal of time getting to know me not only as a NED, but as a person too. It was a well thought through connection, and the team at UNW really made sure that I was right for the role and wouldn’t impact the culture.