Strive Gaming, which entered a highly competitive and crowded market three years ago, has established a strong foothold on the North American Market. Damian Xuereb, the president of Strive Gaming, wants to take advantage of this new growth as its client list expands.
Damian Xuereb, president of Strive Gaming is certain about one thing. He says that Strive wasn’t the first to launch in the US. The US market will soon celebrate its six-year anniversary. Strive Gaming is only half that old.
Strive was founded by Xuereb, and Max Meltzer as CEO, two veterans from the post-PASPA rush. They know the market. Three years after placing the first wagers, Strive has seen what works.
Xuereb describes the advantages of knowing the nuances that each state has to offer. We had the chance to research the market and build a product which would meet not only the requirements of the present state but also those in the future as we expand into new states.
Strive has built a future proofed product as the US market tries to move away from promotional activities and bonuses to drive acquisition and retention. Instead, they are focusing on creating a product which resonates with consumers. “We are able address the challenges our operators and competitors face in the marketplace,” Xuereb explains.
We’re able to create real value [for an organization]. Our Infinity Rules Engine gives operators the chance to increase lifetime value through contextual engagement and personalisation. It also allows operators to operate their gaming operations with reduced overheads by automating and building contextual campaigns across multiple channels and verticals.”
North America in Focus
Strive was designed specifically for the North American marketplace. The Strive platform was built to meet the unique needs of the North American market, including regulatory requirements and player experiences. The management team, which includes Xuereb Meltzer CMO Jamie Shea and Meltzer will remain focused as new opportunities arise in other jurisdictions.
“We will not be distracted by other regulation,” Xuereb states. We’re certainly not going after the Brazilian market, nor the Dutch and German ones.
Our business model and product will continue to evolve in order to meet the needs of North American players.
This is the position Strive takes for North America’s evolving product-focused development. Players do grow up, and player experiences change. It is operators’ duty to engage players in meaningful experiences.
He says: “We’re seeing new non-traditional companies enter the gaming industry, as do major brands, who have backgrounds in broadcasting, merchandising, and businesses that offer complementary assets. The new era of PAM will extend beyond the traditional gaming verticals, and unify operators’ assets to create an intelligent ecosystem based on player behavior.
Consumers shop for a brand and not a particular channel. It is our duty as a provider of technology to provide a consistent user experience.
Three Years, Eight Clients
Xuereb is proud of the variety of partners Strive has launched in the last three years. The company began by launching Desert Diamond Online Gaming and Golden Nugget Online Gaming, both part of DraftKings in Arizona. Betsson Betsafe and PointsBet, both in Canada, are also available. Four Winds, a new product from the Pokagon Band of Potawatomi Indians, is another option. More clients have signed up but are yet to be revealed.
The company’s client list includes local tribal operators, international rivals and a US market leader. Each case requires migration. PointsBet is one example of a company that supplements its existing technology. Four Winds replaces another PAM. Why would anyone want to go through all of the risks associated with moving from one platform to another?
“We are seeing our operators gaining meaningful market shares,” Xuereb states. Desert Diamond, a tribal local operator in Arizona, is really competing with some national operators. Local operators are able to compete with the help of technology.
Strive is designed to assist single-state operators compete against the leaders in their market.
He says, “We’d like to give operators the ability to compete on that level.” It’s more than just a small share of the market. The small operators should get a larger share of the market, particularly when they offer local flavour and a player-friendly environment.
He continues, “We are aware that not every customer will have the same marketing budgets as the large companies.” This means that we as platform providers need to be more proactive. Work harder and smarter. “We need to give our operators all the tools they require to compete effectively.”
Doing Something Different
You can do this by integrating sportsbooks into your platform, offering cross-selling promotions from other verticals or even running special promotions with local brands.
“Differentiation” is the key, says Xuereb. If everyone had the exact same product, the race would be to the bottom.
We want our operators to be more innovative and reward their players in a smarter way. It is important to reward players at the correct time and with the appropriate amount.
He says that a cookie-cutter plan of marketing only increases the chances of bonus abuse. Strive’s goal is to refine and adjust partners’ strategies to connect authentically with players on each market.
Xuereb concludes that it’s all about evolution. Strive has brought to the market technology that addresses some of operators’ fundamental concerns when launching a new brand.
Our investment did not stop at that. We have continued to evolve our product. It is driven by the needs of our customers, and the experience we’ve gained in the marketplace.
Omnichannel Evolution
Xuereb, a business that has been in operation for three years on a market which is six years old, sees a huge growth opportunity. Despite the fact that sports betting is available in 36 different states, icasino only operates in 7. Market sizes and players will grow as the market grows.
He predicts that “we’ll see more positive data coming from the market about the halo impact digital has on the land-based.” To unlock hidden values and increase player loyalty, the most progressive operators are working to create an omnichannel experience.
Strive is a great way to help your operators differentiate themselves, by integrating it into their existing land-based systems, creating single sign-ons, and even creating an integrated loyalty program across land-based as well as online.
“I expect operators to really harmonize their ecosystems and create these consistent omnichannel experience.”
Xuereb is looking to redefine the role of a PAM for an operator. Strive has proven that a North America-centric, optimised product is more powerful than a first-mover’s advantage in establishing itself in an area dominated by multinational brands and in-house technologies.
He adds, “Our Infinity Rules Engine is a unique tool that can be used to unify any channel or vertical and even outside the gaming industry.” Strive has now established itself and is preparing to enter a new growth phase.
