The Malta-based gaming provider, Yggdrasil Gaming, has had an important 12 months, topped off by number of last minute success. Company CEO, Fredrik Elmqvist, speaks to Betting Business about the year, past and present.
Betting Business: Your firm has gone from strength to strength over the past year. Looking back, what do you feel were the key turning points for Yggdrasil, and the igaming market more generally?
Fredrik Elmqvist: Yggdrasil has taken some giant leaps in 2015. The first step, and without doubt the most important one, was launching our own flexible HTML5 platform iSENSE 2.0.
This has given us the capability to make better games, but crucially also the ability to release them simultaneously across PC, mobile and tablet. Our partners have felt the full benefit of this as they’ve been able to strip-down marketing costs by launching our games via one campaign, rather than separating them based on the device.
I predicted at the start of the year that this would be the year of gamification and I think I’ve been proven right. Both operators and suppliers need to stand out and make sure that their products are different, exciting and engaging for the players. Boost, our collection of promotional tools, has gone down a storm with our partners and we have loads of exciting plans to extend this in 2016.
BB: 2016 looks to be an exciting time for those in the igaming business. Which trends do you expect to be making the headlines?
FE: The regulatory landscape is fascinating and it’s going to be interesting to see which markets regulate in 2016. We’ve recently been awarded our UK licences by the UKGC which is a very important step for us as a number of operators targeting the UK market have said that they’d love to offer our games. Gamification is going to continue to be a hot topic, while technology is changing and adapting all the time. Obviously consolidation is a hot topic at the moment, but I actually wouldn’t be surprised if some new disruptive operators launch this year.
BB: Obviously ICE is an exciting event for your firm, but is there anything in the agenda that you’re particularly looking forward to attending?
We’re going to be so busy at ICE that I honestly don’t think we’re going to have much time to attend the conferences and seminars. A couple of the team might go to one or two relevant ones for us but, the way the diary is looking already, we’re going to have to play that by ear.
BB: Looking forward, what is your outlook for growing the business in 2016?
FE: We’ve produced excellent growth in 2015 and we’re hungry for more. I’m delighted with the quality of the team we have, both in our Malta and Krakow offices. We’re a passionate bunch and I’m thrilled that everyone is completely committed to the company’s success and we all cheer every client win and step forward together.
We’re going to be growing the team further, getting larger offices and continuing our mission to become the best supplier out there. We won’t be the biggest by the end of 2016 but I really do think we will be the best.