iGG Day 2: Germany’s Future in Focus


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Day Two of iGaming Germany 2024 dove into the heart of the industry, connecting player psychology with business strategies, global trends with local challenges, and responsible gaming with sustainable growth. From Finland’s regulatory shift to Germany’s advertising debate, the conference fostered a dynamic exchange of ideas and connections.

The day began with an exploration of how behavioural science and psychology can be harnessed to improve player retention. Industry experts like Filip Janczak (Creatos Media), Mark Dieckmann (WINFELLAS Ltd.), and Ninia Chkheidze (Crosscreators) shared insights on creating personalised experiences, understanding player motivations, and fostering long-term engagement. This session, moderated by Alexis Wicén (Unibo Ltd), sparked discussions on the ethical implications of such tactics, emphasising the need for responsible gaming practices at the forefront of innovation.

“1) Player retention is a crucial metric because it directly impacts revenue and profitability. To retain players, we must understand our customers deeply: their preferences, expectations, and behavioural patterns. 2) Data analytics can help us understand player behaviour and develop more effective retention strategies, Cognitive Behavioural Techniques in Gaming, CBT tips and exercises tailored to help players manage stress and frustration. Integrating cognitive behavioural techniques can help change negative thought patterns. AI can also be leveraged to detect negative sentiments in player messages or behaviour, providing feedback, combat feelings of stagnation or burnout.” – Ninia Chkheidze, COO, Crosscreators.

The ever-changing landscape of affiliate marketing was also discussed by experts, highlighting the need for regulatory compliance and adaptability. Discussions, moderated by David Altaner (Vixio Gambling Compliance), focused on emerging trends in the German market, including the increasing importance of social media, personalised content, and data-driven strategies. Filip Janczak and Dr. Fabian Masurat (Taylor Wessing) shed light on how operators can navigate this complex landscape while ensuring compliance with evolving regulations.

“To be a successful affiliate or operator in the German market, you need to be creative and become a stand-out ‘brand’ among other operators. Creating an engaging community on and off the platforms will help build awareness and strong relationships with existing and potential new players. And working creatively on giveaways and competitions could be an idea some operators could utilise, such as operator swag that players can wear. This would be both rewarding for players and they can become your walking ‘billboard’ wearing operators’ logos. Lastly, as a licensed operator, paid social and search channels are the weapon the black market can’t use without a licence. P.S. Working closely with compliance team and lawyers is a key to success.” — Filip Janczak, Co-Founder and Director, Creatos Media.

Captivating Keynotes

Another highlight of the day was a presentation by Mika Kuismanen, CEO of The Finnish Trade Association for Online Gambling. Kuismanen unveiled Finland’s groundbreaking transition from a gambling monopoly to a licensing system, offering a blueprint for other countries seeking to reform their regulatory frameworks. This session attracted significant interest from international attendees, eager to learn from Finland’s experiences, and possibly apply it to Germany’s own regulatory rollercoaster?

Mika Kuismanen quotes the Government program on gambling during his presentation:
“The market share of the monopoly system in digital gambling is close to the 50 per cent limit, and companies outside the monopoly that operate in the digital gambling market make their profits without licence fees, taxes or responsibility for gambling problems caused by these activities. ‘The Government will reform Finland’s gambling system and open it to competition using a licence model by 1 January 2026 at the latest. The Aim of the reform is to prevent and reduce economic, social and health-related harm resulting from gambling and to improve the channelling rate of the gambling system.”

Kaspar Szymanski (SearchBrothers.com) captivated the audience with his presentation on navigating SEO disasters, a topic of importance in the reputation-driven German market. He provided invaluable insights into the difference between algorithmic and manual penalties, their impact on website visibility, and actionable strategies for recovery and future-proofing your business.
Germany’s Great Gambling Advertising Debate.

A key panel discussed the German gambling advertising regulations and restrictions, particularly in light of the Glücksspiel (GGL), the Federal Gambling Authority of Germany’s recent launch of a European-wide tender for research on the topic. The panellists proactively sought to get ahead of this study, aiming to offer actionable strategies and solutions well before its findings were released. The discussion, moderated by Jóhann Sigurðsson (Bwloto), featured insights from industry experts Christian Madlindl (SPORT1 GmbH), Martin Arendts (ARENDTS ANWÄLTE), Michelle Chelsea Hembury (MELCHERS Law) and Johannes Brecher (lead link GmbH). Panellists explored the complexities of the Fourth Gambling Interstate Treaty (GlüNeuRStv), which brought about new federal laws governing online gambling activities.

“Currently there are many challenges for operators to effectively communicate and move players into the regulated market from the black market. These challenges centre around interpretation on Bonus limits, use of social media and influencers, and an effective affiliate model for the German market.” – Jóhann Sigurðsson, Chief Commercial Officer, Bwloto.

Responsible Gaming and a Sustainable Future

With the German black market capturing an alarming 50% of iGaming activity, moderator Jessica Maier (EGARA) and panellists Dainis Niedra (Entain), Dr. Lennart Brüggemann (HLB Schumacher Hallermann) and Jan Feuerhake (Taylor Wessing) highlighted the urgent need for a multi-pronged attack towards responsible gaming. Industry leaders emphasised cross-border cooperation and innovation in regulation as crucial weapons in the battle towards reclaiming market share for legal operators, while protecting players. This theme continued with a powerful emphasis on anti-money laundering efforts from Thomas Hampf (AUTHADA GmbH), Jóhann Sigurðsson and Melissa Etherington (Gamban). Panellists reaffirmed their commitment to creating a safe and sustainable iGaming environment, stressing the importance of collaborative partnerships and technological solutions.

iGaming Germany 2024 has proven to be an indispensable resource for stakeholders in the global iGaming industry, offering an in-depth examination of the challenges and opportunities that lie ahead, with an emphasis on navigating the intricacies of the German market through collaboration. This collaborative spirit is what sets iGG apart, making it an essential platform for knowledge exchange and navigating the complexities of this dynamic industry. For more information on upcoming events and registration details, visit our website: https://www.eventus-international.com and follow us on LinkedIn: https://hk.linkedin.com/company/eventus-international-ltd-

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