Genting deploy Comtrade’s igaming platform

Genting Alderney, an online subsidiary in the Genting gambling group, has signed a licence agreement with software provider ComTrade.

The agreement will enable Genting to deploy ComTrade’s e-gaming platform and will provide a single customer view and wallet across all products and channels including online, social and mobile games, a company spokesman said Tuesday.

The gaming platform will also enable Genting to integrate content from suppliers across the globe and deliver localised games to individual markets. Operators will have the ability to reward players based on their total value across all products and in doing so, can optimise lifetime value, duration and churn rates to complete the CRM cycle.

Commenting on the agreement, Peter Nolan, managing director Genting Alderney said, “When we started this process, we were looking for a company that could offer a solution that would be right for Genting Alderney today and Genting Group globally in the future. We required an experienced company with a robust and scalable online gaming platform and the ability to customise it to our specific requirements. ComTrade quickly demonstrated that they could offer that and much more.”

Ales Gornjec from ComTrade said: “This is where an increasingly competitive gaming market is headed, with operators seeking to differentiate their product and services. Our platform and high level of customisation enables Genting to offer a broader range of products tailored to the needs of their customer base.”

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