An online subsidiary of the Genting Group, Genting Alderney, this week announced the inking of a license agreement with software provider ComTrade.
Thanks to the deal, Genting will deploy ComTrade's e-gaming platform and offer a single customer view and wallet across all products and channels - online, social and mobile.
Via the platform, Genting will also be able to integrate content from third party suppliers and provide individual markets with localized games. In addition, operators will be enabled to reward players based on their total value across all products, thus optimizing lifetime value, duration and churn rates to complete the CRM cycle.
"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," said Peter Nolan, managing director Genting Alderney regarding the deal.
On the other side, 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."