By Damian Martinez, journalist at G&M News.
What sets Omnigame apart from other online casino operators?
The overarching vision was and still is to give customers a better product than what the market generally offers. So instead of launching an operator brand and plugging third-party content into the platform, pip.dk, which is our Danish-facing casino, offers our proprietary game portfolio, which currently consists of 33 incredibly detailed, high-quality slots, that our fans absolutely love.
Pip.dk has a significant market share in Denmark. What strategies have been key to building and maintaining such a loyal fan base?
You are absolutely right in describing them as loyal fans, because that is the story our customer cohorts tell. The main storyline is the stickiness of our games, but also because we offer a balanced entertainment product, where the monthly ARPU is lower than the industry average, but the lifetime activity is higher than anything I’ve witnessed before in the industry. This is testament to both a great production team and a healthy approach to our customers.
The company encourages sound playing patterns. Can you share some examples of tools or initiatives you’ve implemented to promote responsible gaming?
Customers must be 21 to register an account with us. By law, it’s 18, but we increased the age to 21 in 2020, when a Danish problem gambling study revealed that people who start gambling at the age of 18-20 have a far higher risk of developing unhealthy gambling behavior. Our slots are not developed with the young age group in mind either but rather target the more mature recreational segment of the market. Finally, we use the game scanner from MindwayAI to monitor and secure healthy behavior among our players. These, combined with other internal practices, form the core of what we use to ensure a strident adherence to RG guidelines.
In which way you are planning to expand into other regulated regions? Which markets are you targeting, and why?
Omnigame has been very successful in Denmark, and we want to use the recipe outside Danish borders. Any market with a recreational segment looking for an entertainment product is interesting to us, but without revealing too much, most people in our position would probably look for markets not too far away from home.
What challenges do you anticipate as you grow beyond Denmark, and how are you preparing to address them?
It’s crucial for us to have local knowledge when we enter new markets, both because of the ever-changing regulatory landscape and to ensure our product will be successful. As our slots reveal, we don’t mind spending a bit more time doing things right and the same can be said about our expansion plans, so we feel well prepared.