ALEA co-founder Alexandre Tomic on the rationale behind the LadyLucks acquisition
Tomic explains how the operator will make a two-pronged attack on the UK market
Malta-based casino operator ALEA yesterday announced its acquisition of IGT’s LadyLucks casino brand, as part of a planned assault on the UK market.
Below, ALEA co-founder Alexandre Tomic explains how the deal came about and how ALEA plans to take the brand to the next level.
Q: Why did you choose to acquire LadyLucks specifically?
A: At the start of the year, we entered a relationship with IGT to integrate their games into our ALEAplay platform, which we use to power SlotsMillion. But then they decided to put LadyLucks up for sale, which coincided with ALEA being awarded a licence by the UK Gambling Commission. We have ambitious plans for the UK market, and launching a two-pronged attack via SlotsMillion and LadyLucks was exactly the way we wanted to go about it. In short, the stars aligned, and we took advantage of the situation to make a move that we believe puts us in the driving seat to become a major player in the UK online casino space.
Q: Are you planning a marketing push for the new brand?
A: Prior to putting LadyLucks up for sale, IGT had employed Newcastle-based creative agency Cravens to completely redesign the website and create a new television advertising campaign. This is great for us as the new brand bible and TV campaign formed part of our acquisition deal. We will pull back the curtain on the new-look website in Q1 2018, with the TV campaign set to hit UK TV screens in Autumn next year. A key message in the campaign is that LadyLucks is now available on desktop and mobile – it used to be mobile only – and that its game portfolio is substantially larger.
Q: Are there any synergies between the new brand and SlotsMillion?
A: The two brands are very different, even though they are being targeted at the same market. SlotsMillion is an international brand that recently entered the fold in the UK. It boasts more than 1,500 games from all the major suppliers, available across desktop and mobile, making it appeal to the more hardcore, savvy player. LadyLucks, in comparison, has around 80 games from seven suppliers, with the majority still mobile-only. The experience we are aiming for with LadyLucks is to provide a smaller selection of the most popular games, making it the choice for more casual players.
ALEA co-founder Alexandre Tomic
Q: Why take it to desktop given the prevailing industry trends away from the platform?
A: Because the desktop experience is still so much better. That said, it is important to offer games across both channels so that players can access them whenever they want, wherever they are. At SlotsMillion, for example, we have a 55/45% split between mobile and desktop. But desktop players tend to wager for longer, so we wanted to be able to give LadyLucks patrons the option to play on desktop, adding an additional touchpoint with the brand and providing more value to them. It is about covering all the bases.
Q: Are you concerned about trying to grow a brand in an environment with increased scrutiny of affiliates and bonusing terms and conditions? What will be ALEA’s approach to these two issues?
A: We are not concerned about this at all; it’s just part of the ebb and flow of the industry. We have seen a similar thing with the shift from dot.com to dot.country, and the need for operators to apply and receive licences from each individual market in which they wish to ply their trade. I think it is a huge positive for the industry, and ensures that operators and suppliers are running their businesses to the highest possible standards, protecting players and keeping them healthy and happy. When it comes to affiliates and bonuses, we continue to monitor the situation, and will adapt our approach to suit the requirements of each market we operate in.