Raketech to launch “experimental” B2C casino brand
Pay N Play casino brand Rapidi will be powered by Bethard’s Together Gaming as Raketech bids to learn more about post-conversion player behaviour
Raketech is launching an in-house B2C casino project called Rapidi as a way to collect player activity data to be used to refine its affiliate assets.
Rapidi is set to go live at the end of Q1 2019 on the Together Gaming B2B platform, along with Pay N Play capability powered by Trustly.
Rapidi will run on a Together Gaming licence via the Malta Gaming Authority (MGA) and the Swedish Gambling Authority, while the Bethard subsidiary will also take care of payment solutions, customer support and compliance.
All of the marketing will be handled by Raketech in-house, and the brand will be wheeled out across Raketech’s portfolio of affiliate sites, including casinoguide.se.
Raketech Lab will then collect data on users as they click through to Rapidi, allowing the Malta-based affiliate firm to gauge a better understanding player behaviour once they have been converted.
Raketech CEO Michael Holmberg
Raketech CEO Michael Holmberg told EGR Intel that Rapidi is unlikely to generate substantial revenue for the group and that they will not engage in any above-the-line marketing activity.
“We can give exposure to Rapidi on our own assets on Raketech sites in Sweden and Finland,” said Holmberg.
“We will not do that externally at this point – it is a test to fully understand what happens to the player once they come in via one of our sites and move on to an operator.
“Are they going to play Microgaming slots or are they going to play Evolution Gaming Live Casino? It is an experiment to see what the player is looking for and what their gaming pattern is.
“With Rapidi we will get access to all the data from what happens after they leave one of our affiliate sites.
“That data we can then use in return to make our site even more efficient to promote the right type of content.
“When players come into casinoguide.se, we will know what they are looking for and that will make us more efficient in ranking and in converting to the operators. Our ambition is to learn more.”
Raketech revenues climbed 66% in Q4 to €7.6m.