In 2017 Digitain took out its first stand at G2E Asia as part of a concerted expansion strategy – not just to Asia but across the board.
A lot can happen in 12 months. Digitain’s enlargement and corresponding marketing spend were starkly reflected by its bustling stand in Macau this year.
At Digitain’s evidently larger, 360-degree presence in the centre of the expo, a 3D rendition of the firms new logo stood out against a bespoke commercial playing on a large screen behind it. The queue to speak with CEO Suren Khachatryan was equally propitious.
“It symbolises the solutions we have. It’s our own planet within the igaming universe,” Khachatryan says of Digitian’s globe-like logo.
“The concept is that we’re looking for partners who have a similar planet, and who can then orbit ours.”
Khachatryan tells me that while last year he spent the show looking for new partners, in 2018 he’s busy meeting with existing ones and “discussing how we can grow the business.”
“Now we have over 50 partners already, globally. So we’ve grown a lot. I think we doubled our number of partnerships this year.”
When asked what the secret to this success has been, Khachatryan says there’s nothing clandestine about it.
“It’s our sportsbook which performs,” he remarks. “And the way we deliver it.”
As a full API driven product, Digitain’s partners can create “a bespoke, unique, and exclusive proposition in terms of the sportsbook navigation interface that their customers use.”
“It means they can totally differentiate themselves from the market. It’s not an API through which you will have a skin which is similar to others. Partners can create a totally unique product.”
It’s this factor, he says, which is driving interest among bigger operators who want to have a better product. “Because visually the UI is different. If you look at all our partners’ products next to each other, you will not understand that we are behind it.”
The solution is constantly updated, with new features rolled out monthly and also technical improvements which enable greater scale – another crucial factor in the company’s growth.
“I’d say our typical client is a mid-sized, existing operator, which has a certain volume. We just drop in our solution via the API and then increase the volume.
“As the benefit for both parties is the ability to increase the volume, this has been more and more necessary. The volume of transactions has increased even more than the number of partners.”