Mr. Gamble chatted to Jani Koskinen, CMO at Rootz. Here's what Jani had to share:
How did you personally end up in the iGaming industry, and what has your journey been like leading up to your current role as CMO of Rootz? My background includes running an ad agency before working as the Brand Director for Rizk.com and being part of the original team that created the Rootz success story. I’ve been central to developing our brands and making online casino products (now a sportsbook offering) that have lasting appeal.
Can you share some information around improving player sign-up rates with Pay N Play? The market in Finland has been using online banking to do business for a long time compared with some other markets that adopted this technology much later. This was proven when we introduced an EID system to Wildz leading to improved sign-up rates in Finland.
Amongst those other countries, how are regulations looking? Since we operate in MGA markets, we’re closely watching countries within the MGA framework considering self-regulation. For example, the Finland market is a crucial space for us, so we will adapt to the situation there as it develops, likely over the next year or so. The industry is undergoing a widespread shift towards self-regulation to ensure player protection, and we support that. Fortunately, our MGA licence remains relatively watertight in terms of compliance and global standards, so we’re in a good position to modify our products where required to suit any markets we’re aiming to retain.
Rootz has positioned itself as a leader in iGaming by focusing on automation. How has this strategy impacted your operations and growth? Our focus on automation is to streamline our operations so that we can focus on the important stuff, like developing and releasing world-class products. Automation assists us in reducing the workload when it comes to manual processes so that we can shorten our timelines and get to market faster with those products.
Can you explain how automation within the Rootz platform enhances the player experience, especially regarding efficiency and customer satisfaction? We work with proprietary technology, so automation can help us to create features that can work well with each other - the seamless customer experience for which we are known. Our platforms must complement each other so that the customer journey flows well, from marketing to onboarding new customers and customer retention.
Your philosophy emphasises reducing repetitive tasks for employees. What tasks have you successfully automated, and how has this benefited your team’s productivity? Automation within our journeys and life cycles has been essential since these are the backbone of our CRM processes. Reducing time spent on manual processes within this ecosystem gives us more time to work on creativity and campaigns.
Our data teams have created superb reports that help automate various processes relating to our financial responsibilities. What would have taken teams hours with spreadsheets, we’re now able to produce using automated data-based reports. This frees up those employees for more fulfilling, efficient, and productive tasks.
How did the concept for the Rootz platform come about? What was the inspiration or driving force behind its development? Our founders reviewed what was available in the marketplace and saw an opportunity to create a platform from scratch, custom-built based on our needs. We could take the available technology, enhance it and create better products. Ultimately, it’s for the love of the game. Passionate people create new ideas.
Which countries have you seen the highest demand for Pay N Play, and how does player behaviour vary across different regions? We currently have an EID product available in Finland, where the demand for this product offering is high, and the financial systems in place are robust enough to ensure compliance.
What is the most popular brand within the Rootz portfolio, and why do you think it has resonated so well with players? Wildz was the first brand we unleashed at Rootz, and it remains our most popular brand. Designed to stand out, the bold colours helped to set us apart. In addition, we aimed to do things differently, focusing on a robust and entertaining brand - not just a regular “website”. This online casino and now sportsbook is known for the Granny character who appears in our marketing collateral on and off-site - she embodies so much of who we are as a brand - adventurous, fun and entertaining, with seamless action from start to finish.
How do you see the landscape of online casino bonuses evolving? Are there any innovative bonus models or strategies that have caught your attention? Trends in online casinos come and go, so we’re always testing new ones to see if they work, from bonus strategies to game portfolios. We aim to provide the best possible products with plenty of rewards, so our general strategy is to work with market demands and adapt where required.
From your experience, what types of bonuses do players prefer most—cashback, free spins, deposit matches, or other incentives? The short answer is —all of them! No two customers are the same, so we offer a suite of rewards and bonus opportunities to appeal to different customers. The flexibility that comes with choice helps us provide a personalised experience that leads to customer satisfaction and retention.
Players seem to love holiday and seasonal bonuses. Based on your data, which holidays or seasons are the most popular for these types of promotions? It’s no secret that Christmas or festive season promotions always work, so we push ourselves to offer something fresh during this period. It’s easier to do that since many leading game providers have themed games that suit promotional activities. Otherwise, we create interest around other events or themes throughout the year.
Payment methods play a critical role in the online gaming experience. How important are they for player retention and satisfaction, in your view? Player preferences must be prioritised: if the marketplace wants to use an e-wallet, for example, we make sure to provide a range of those. Certain markets have some limitations in terms of payment options, but we always try to accommodate our players where possible.
Are there any emerging payment trends or technologies in the iGaming industry that you think will soon become mainstream? How is Rootz preparing for these trends? While payment trends come and go, we take a cautious approach to ensure that we only offer the best, most secure options.
Are there any new brands or projects that Rootz plans to launch in the near future? What can we expect in terms of new offerings? We’ve just entered the world of sports betting for the first time, so that’s been a major focus in recent company history, and it will continue to be so as we make sure we’re offering a competitive product. We have a few products in development, but we like the element of surprise!
Are there any new markets that Rootz is planning to enter in the near future? How do you assess the potential of these markets? We take a cautious approach to any market expansions we consider, analysing such developments to ensure that they’d be worth it in the long term. We see more value in taking a considered approach rather than rushing into every market, which helps reduce potential risk factors. Our main idea is that we’re the best we can be in the markets where we already have a presence, as this helps us scale what we have to new markets.
First published on Mr. Gamble.