The state of play: how Romania can boost European growth for slots-centric online operators
David Natroshvili, managing partner at Spribe, shares his thoughts on the fast-growing market and the content operators must offer to players if they are to succeed in the country
While much of the industry is focused on the huge potential on the table in the US, there are still opportunities available in markets a little closer to home. This is certainly true in Eastern Europe, where the likes of Bulgaria and Romania are seeing rapid growth.
Romania should be of particular interest to operators seeking to increase their geographical footprint. Online gambling is legal and regulated, and between 2017 and 2019, the market more than doubled in size to be worth €70m per year, with online now bigger than retail. Half of Romania’s population is between the ages of 18 and 50, so this gives a sizeable target audience of nine million.
The largest operator in the market is Superbet, employing more than 3,500 people and generating turnover in excess of €250m per year. Other big-name operators in the market include Betano, Unibet and Fortuna.
We anticipate growth to continue as more operators and suppliers enter the market, but also because the regulator is doing a great job of blacklisting and blocking unlicensed casinos targeting and accepting players from the country.
In May 2020, the National Gambling Office added a further 16 sites to its blacklist, which now stands at more than 70 gambling brands. The regulator should also be commended for its approach to responsible gambling and safe gaming.
According to official statistics, just 0.5% of Romanian players are considered to be problem gamblers.
Yearning for innovation
Romania is progressive when it comes to the online casino content that players enjoy. Unlike in other Eastern European markets where classic slots dominate operator game lobbies, players in the country favour modern video slots and innovative casino game formats.
So instead of seeing online versions of popular land-based games from the likes of Novomatic and EGT, you see the latest blockbuster slots from developers such as NetEnt and Microgaming. We are also seeing players embrace new game formats such as those that take the ‘increasing curve’ format and combine elements of video games and social media with more traditional slots play.
This allows operators to provide existing casino players with a new casino product while also tapping into the psyche of millennial players and providing them with content that meets their expectations when it comes to a fun and thrilling entertainment experience.
This type of innovation is helping drive growth in Romania as operators are able to target a wider player demographic than in other markets – particularly in the US – where consumers remain cautious about online gambling.
This is not the case in Romania, but operators entering the market must do so with a portfolio packed full of video slots from a wide range of developers plus new, innovative games that offer never-before-seen types of gameplay as this is exactly what players are seeking.
Those that do will be able to capitalise on the huge potential offered in Romania, especially while some of their rivals remain distracted by other breakthrough markets such as the US.
David Natroshvili is a serial entrepreneur with more than 25 years of experience in a wide range of industries. He is currently a managing partner at Spribe, one of the most innovative igaming providers that is currently disrupting the online gaming market. After just two years since its inception, the company has managed to attract some of the biggest players in the igaming market and its games are available with more than 400 operators around the globe.