Optima CEO: Differentiation is the key to success

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Having announced two major deals and a new ambassadorship with Luis Garcia over the new year, B2B platform supplier optima was in a prime position to impress at this year’s ICE. For CEO Jacob Lopez, the ingredient for success in a saturated market remains simple: It’s all about differentiation.

 

With a spate of new regulation set to hit multiple jurisdictions this year, Europe looks like both an opportunity and minefield. While the continent boasts some of the most active and enthusiastic player populations in the world, it can often seem like the benefits are offset by the level of saturation in more mature markets.

According to iGaming and betting solutions supplier Optima, a little differentiation can go a long way in providing an edge in competitive markets. It was with this philosophy in mind that the Spanish firm developed its Multi-Gaming Suite (MGS) platform, a comprehensive solution that also allows operators full control over all aspects of their online presence, giving them the flexibility to stand out from the competition.

“Operators definitely need differentiation, and we offer capabilities to enable innovation and differentiation continuously, and not only at the front-end systems,” revealed Lopez.

“With Optima Multi-Gaming Suite (MGS), the operator can decide as much as they like, from the frequency to release product to market, to changing the backend to better suit their organizational requirements, or designing a completely disruptive frontend – and always with our experts in the background listening, advising and helping.”

December last year, the supplier was named the Best Standalone Platform at the SBC Awards, paving the way for a strong showing at the ICE conference in London this February.

“At ICE, we demonstrated our entire suite of products available in our multichannel suite, meaning web, mobile, retail POS, retail SSBT and retail MABT,” said Lopez.

“We offer our platform in different flavours, and taking into account that each of our operators have their own platform, we don’t share resources across different operators. Data is physically located in different systems, so we have maximum flexibility to deliver our platform in a variety of ways.”

Depending on the operator’s needs, Optima can offer its platform in a public cloud, such as Oracle cloud, the company’s main cloud partner; on premises, running on its client’s infrastructure and datacenter, or as a cloud on premises, where the company deploys a full cloud infrastructure at the customer’s datacenter.

“The outstanding performance, stability and scalability of the platform gives the operators the opportunity to launch marketing campaigns without the fear to die of success,” added Lopez.

With its new emphasis on delivering a managed cloud-based system for operators as part of its comprehensive gaming suite, Optima has undoubtedly managed to find its own niche in a heavily saturated B2B market.

But as well as its impressive range of solutions, the software provider also created a ripple of excitement at the show with the presence of its new brand ambassador, Luis Garcia – one of the most famous Spanish names in international football.

“We have chosen Luis Garcia given his history as a winner, his good reputation both as a professional and as a person, and his excellent teamwork approach,” said Lopez.

“As a star, not always all conditions are favourable to jump into the commercial landscape – very different to the sports ecosystem – but with Luis everything has been very easy and professional, and we are very happy with the results obtained from his collaboration so far.”

With a strengthened marketing strategy and high-profile new deals with Betfred and IGT under its belt, not to mention a successful run at one of the world’s biggest gaming shows, Optima has had a buoyant start to 2018. Now, according to Lopez, the company is looking forward to the new business opportunities the year will bring.

“We have already started working with Betfred, from 2 January, and a lot of work is now in progress to help them with immediate challenges,” he said.

“With IGT, a lot of preparations were required. Having finalised that process, we are now prepared to start leveraging our resources and technology in existing and new opportunities.”

But while many in Europe are firmly focused on seeing where the US is heading, Lopez says that Optima is, at present, primarily focused on supporting and building relationships with its existing European clientele, while also keeping an eye on potential emerging markets across Africa and Latin America.

“The US will be a focus in the future, but currently we have a lot of work in our current strategic markets that we don’t want to distract from,” he explained.

“There has been a long debating process in the States, and now a lot of work is required regarding regulations, compliance and commercial models given the de-centralised regulatory framework that looks to be the way forward following a potential PASPA overturn.”


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