White Label Casino White Paper - Turnkey Casino Software Solutions

Transcription

How To Run Your Own Casino?
Create a fully customized online casino with more than 120 casino games
If you are looking for an outstanding mobile casino experience – Winning Streak is your partner of choice!
Turnkey Casino White Paper
Release: 5.5.0
Copyright 2009-2015 – WinningStreak Ltd.
Casino Development Guidelines
Revision: a
Author: Harald Engels
Creation Date: 2015-06-08
Website: http://turnkeycasino.com
Contact: [email protected] / Skype ID: haraldengels
Turnkey Casino - White Paper
1
Table of Contents
Introduction...................................................................................................................................................................................................3
Overview...................................................................................................................................................................................................................... 3
Casino Platform......................................................................................................................................................................................................... 3
Services................................................................................................................................................................................................................... 4
Win/Win Partnership................................................................................................................................................................................................... 4
Revenue Share....................................................................................................................................................................................................... 4
Customer Service................................................................................................................................................................................................... 4
Setup Fee & Casino Licensing....................................................................................................................................................................................... 4
Quick Orientation............................................................................................................................................................................................5
Casino References.......................................................................................................................................................................................................... 5
Website Features............................................................................................................................................................................................................ 5
Casino Platform Components............................................................................................................................................................................6
Games.......................................................................................................................................................................................................................... 6
General Game Features................................................................................................................................................................................................... 6
HTML 5 Games.......................................................................................................................................................................................................... 7
Slot Machine Features................................................................................................................................................................................................. 7
Classic Slots.......................................................................................................................................................................................................... 7
Fantasy Slots......................................................................................................................................................................................................... 8
Mobile Games........................................................................................................................................................................................................ 8
Photo Slots & DeLuxe Slots...................................................................................................................................................................................... 9
3D Slots................................................................................................................................................................................................................ 9
Table Games Features............................................................................................................................................................................................... 10
Casino Poker Variants............................................................................................................................................................................................ 10
Blackjack Variants................................................................................................................................................................................................. 10
Traditional Table Games......................................................................................................................................................................................... 10
Innovative & Exotic Games..................................................................................................................................................................................... 10
Gaming Interface......................................................................................................................................................................................................... 11
Instant Game Access................................................................................................................................................................................................ 11
Real-time Promotions................................................................................................................................................................................................ 11
Cookie Free Gaming................................................................................................................................................................................................. 11
Game Customization Back-end....................................................................................................................................................................................... 12
Table Styles............................................................................................................................................................................................................. 12
Casino Management Back-end........................................................................................................................................................................................ 15
Statistics................................................................................................................................................................................................................. 15
Revenue Overview................................................................................................................................................................................................ 15
Consolidated overviews:................................................................................................................................................................................................ 16
Affiliate Commission.............................................................................................................................................................................................. 17
Player Statistics.................................................................................................................................................................................................... 17
Marketing Material Statistics................................................................................................................................................................................... 18
Casino Settings........................................................................................................................................................................................................ 18
Multi Currency......................................................................................................................................................................................................... 19
Game Configuration.................................................................................................................................................................................................. 19
Custom Game Selection............................................................................................................................................................................................ 19
JSON Live Data Feed for Games................................................................................................................................................................................. 20
Banner Management................................................................................................................................................................................................. 20
Affiliate Contracts..................................................................................................................................................................................................... 20
Affiliate Payments.................................................................................................................................................................................................... 21
Affiliate Back-end......................................................................................................................................................................................................... 21
Game Links............................................................................................................................................................................................................. 21
Banner Selection...................................................................................................................................................................................................... 21
Payment Modules......................................................................................................................................................................................................... 22
Hosting & Server Infrastructure...................................................................................................................................................................................... 22
Website Servers....................................................................................................................................................................................................... 22
Casino Websites............................................................................................................................................................................................23
Website Framework...................................................................................................................................................................................................... 23
Dynamic Features......................................................................................................................................................................................................... 23
Casino API................................................................................................................................................................................................................... 24
XML Feed.................................................................................................................................................................................................................... 24
Services......................................................................................................................................................................................................25
Casino Licensing........................................................................................................................................................................................................... 25
Financial Services......................................................................................................................................................................................................... 25
Player Support............................................................................................................................................................................................................. 25
Player Retention........................................................................................................................................................................................................... 26
Own a Casino...............................................................................................................................................................................................27
Benefits of Owning a Casino........................................................................................................................................................................................... 27
How to Get a TurnkeyCasino?......................................................................................................................................................................................... 28
Casino Setup Fee & Revenue Share................................................................................................................................................................................. 29
Deployment Time-frame................................................................................................................................................................................................ 30
Game Licensing (The Art of Games)................................................................................................................................................................................ 30
About WinningStreak.....................................................................................................................................................................................31
Contact....................................................................................................................................................................................................................... 31
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Introduction
White label casinos (in the following abbreviated as "WLC") and turnkey casinos have proven to be an efficient and cost effective alternative to the conventional setup of online casinos (which is costly and time-consuming). Companies with a strong focus to casino marketing
can easily monetize targeted traffic without stepping into time and cost-intensive casino setup and maintenance procedures by offering a
casino (mobile and desktop) which players can't identify as a fully managed white label casino or turnkey casino solution.
WinningStreak is offering three different models to chose from.
Where most white label casino providers are acting only as system integrators - by combining many software products and elements from
3rd party suppliers into their product portfolio - WinningStreak has developed many parts of the casino software and gaming platform inhouse (inside our organization), many games (e. g. The Art of Games, Reel Work Games) included. If a client intends to offer games from
other game providers – no problem – WinningStreak has implemented additionally several hundred 3 rd party games from NetEnt, Microgaming, BetSoft, Endorphina if our generic games portfolio (approx. 200 casino games) is not meeting all requirements of a client
(casino operator).
This document will take you on a quick tour through some elements and features of our gaming platform, which may help you to evaluate
our product lines for finding the best suited solution for your business requirements in the casino industry.
Overview
Casino Platform
Each by WinningStreak provided casino and related WLC platform consists at least of these following elements:
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Casino Games (300 to 700 high quality instant-play HTML5 and Flash games, no download and no installation required)
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Gaming interface (contains the game menu and during game-play required functions)
•
Casino management back-end (required for the casino setup, statistics, affiliate and player management)
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Affiliate back-end (portal for affiliates which allows you to run your own affiliate network)
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Payment gateway modules (e. g. CC, Skrill, Neteller, Paysafecard, iDEAL)
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Server infrastructure (website, game and casino platform servers)
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Casino website (predefined, customizable website packages which all tracking features)
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Game customization tools
WinningStreak is one of the globally seen few casino software providers in the market who is offering a real full-service solution. Many
software components are developed "in-house" what gives our clients a real competitive edge over their competitors who have to deal
with the time-consuming and costly integration of software from several (different) providers.
The diagram below displays the most important casino components of the WinningStreak casino platform:
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Services
A great casino product alone is not longer sufficient for succeeding in the gaming market. Next to an effective marketing strategy the
scope and quality of provided services are decisive for making a new online casino profitable. WinningStreak is offering the following
scope of B2B services to their Casino clients:
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Project evaluation and casino building consultancy
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Feasibility study (on basis of the by you provided specifications)
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Customization of the website, games, back-ends and marketing tools
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Implementation of additional payment providers/gateways and wallet setup
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Casino platform setup
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Initial game configuration and platform hosting
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SEO consultancy for the the creation of the casino website and game texts
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Affiliate portal setup
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Initial setup of the player promotion infrastructure
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Initial setup of the player retention infrastructure
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Initial setup of the player support infrastructure
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Casino API development support (REST based web-services)
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Custom game development (on request)
Once your casino is launched WinningStreak provides several essential operational services:
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Financial services (payments to affiliates and players)
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Fraud prevention
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Fraud detection
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Risk management
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Player retention services (optional)
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1st level support reg. all financial issues
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2nd level support for player (optional)
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2nd level support for affiliates (optional)
Win/Win Partnership
The business model of many white label casino providers is primarily focused to sell casinos with a relatively high setup fee and not to
generate revenue with the casino players. The business model of WinningStreak is strictly focused to create profitable casinos on basis of
a win/win relationship with the casino owners. We are not interested in a short-lived "hit and run" business. It is our goal to establish a
long-term relationship with our casino clients which is based on a fair revenue share business model and affordable setup fees.
Revenue Share
The revenue shares of casino clients (casino operators) varies depending on the amount of services WinningStreak has to provide to
casino owners. If casino clients are e. g. overtaking the financial services we can offer a much higher revenue share than in scenarios
where we have to manage the financial services.
Depending on the chosen product line operators are paying us (turnkey casino and agent model casino) or we pay the operator (white label casino).
Customer Service
Next to basic services for turnkay casino and white label casino clients we are offering multilingual 24/7 services for white label casino
clients.
Setup Fee & Casino Licensing
The unusually small setup fee WinningStreak is charging for a casino setup is required to ensure that we are dealing only with partners
who are playing in a professional league. We do not provide "nice to have" or "fun-play" casinos – we rely on experienced partners with an
ambitious business concept and the capability to generate sufficient amounts of targeted traffic and revenues.
Serious applicants need to be aware of the regulatory requirements (gaming license, PSP policies).
WinningStreak provides with the white label casino product line the gaming license coverage (in Curacao - for your casino domain) and
the PSP related financial services. Turnkey casino clients are using their own infrastructure for this.
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Quick Orientation
Casino References
This White Paper contains/provides all basic information which allows to evaluate if the WinningStreak casino platform could be of interest
for your business goals. But 1000 words often can't replace the visual impressions of already existing white label casinos. Take a look to a
reference casino:
http://casinovo.com/ (Mobile first approach)
For a look to mobile games visit: http://casinovo.com/mobile-casino
For a quick product line overview see here: http://turnkeycasino.com/resources/media/documents/product_overview.pdf
For a quick look to the games which can get licensed without a casino see here: http://games.whtelabelcasino.com
Website Features
The screen-shot below outlines some core features of the WinningStreak casino website framework:
The branding is consistent
through all software modules.
The instant-play games technology
helps to achieve good conversion
rates. Depositing money and gameplay are always only a few mouseclicks away.
Standard elements can get autotranslated to accelerate a multilingual website development.
The content can be created language
or locale specific what allows e.g. to
deliver different content to Portugal
and Brazil (but both in Portoguese).
Popular payment methods are fully
supported. Country specific PSP
gateways can get implemented on
request.
Consistent support of multi-locale
(content and design can be varied
based on language and region).
Multi-currency support through all
provided online casino software
modules.
Casino specific bonus offers with
no financial risk for the casino
owner (fully managed solution).
Game selections on a website or
in marketing materials can get
controlled from the casino backend via XML feed. Displaying e.g.
different new games or featured
games requires no code changes.
Casino owners get access to
approx. 120 unique casino games
which are not "worn out" already.
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Casino Platform Components
Games
Games are the life-blood of an online casino. WinningStreak is offering more than 150 proprietary instant play casino games and additionally 300 3rd party casino games (NetEnt, Microgaming, BetSoft . depending on the chosen product line).
These high quality games are covering e. g. the following game categories:
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Casino table games
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Casino table games
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Casino poker games
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Video poker games
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Slot machines
In the slots category, which is next to the table games our specialty with more than 70
slot machines, we differentiate between these
sub-categories:
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3-wheel casino slots
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Classic slots
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Fantasy slots
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Photo slots
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DeLuxe Slots
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3D Video Slots
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Fruit Machines
The game-play requires the Adobe Flash
player version 10.1 (or newer) and the usage
of a modern browser. Alternatively the HTML
5 games can be used (for mobile devices).
General Game Features
The following features apply to nearly all WinningStreak casino games:
•
Instant-play technology which requires no software download and no software installation, just click and play.
•
High quality graphics ensure a pleasant and professional game appearance.
•
Attractive animations are adding a special twist to many games.
•
3D rendering of animated game elements
•
Flexible game resizing allows to adjust the game window dynamically to a broad range of screen resolutions.
•
Seamless customization of all software and design elements in the casino platform (also of the affiliate software and back-end)
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Customizable gaming interface for blending the games seamlessly into your casino design
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Multi-language support for an easy localization of games and software to specific markets (also for audio files)
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3 game-play modes for optimized conversion: Free Play, Fun Play (registration required), Real Play (sign-up required)
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In-game registration of players in the game pop-up window (boosts the conversion rate)
•
In-game money deposits directly in the game pop-up window (makes it easy for players to stay in the game)
•
Modular payment system with support of many popular payment gateways and easy extensibility
•
Custom specific bonuses (in-game display)
•
Custom specific promotions (in-game display)
•
Custom specific event messages (in-game display) based on the player profile, player history and marketing rules
•
Direct game linking allows affiliates to send traffic directly to specific games (great for increasing the conversion rate).
•
Cookie-less game technology increases the stability and accessibility of the casino platform from all modern browsers.
•
XML game feed simplifies the setup of all game link related tasks (e. g. easy game implementation on webpages).
•
Real-time platform monitoring assures a high level of game availability.
The customizable game selection and custom-defined game
categories allow the creation of a custom specific casino
game portfolio.
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HTML 5 Games
Mobile games in form of HTML 5 apps are the future. WinningStreak is proud being able to offer one of the biggest mobile game casino
portfolios in the market. Our mobile games are generic HTML 5 games and compatible with a broad range of mobile devices. There is no
app download required, the games are running virtually in any modern browser.
The screen-shot below was taken from a typical HTML 5 game:
Slot Machine Features
Next to the great number of popular table and card games WinningStreak is offering an outstanding variety of direct play casino slots. The
slots portfolio is offering a broad range from visually complex and feature rich slots to fast to play no-nonsense machines.
Classic Slots
The 3-Reel and Classic Slots category is following the goal to provide an authentic casino feeling with classy, fast playable machines.
These machines are popular amongst players who prefer fast paced no-nonsense slots.
The innovative "slot view switching" feature allows to access these machines in three different perspectives:
•
•
Full view (the whole slot is visible, allows game-play)
•
Paytable view (only the paytable is shown in a zoom view, allows analyzing the winning chances)
Reels View (only the slot reels are shown in a zoom view, allows game-play)
The "Full" and the "Reels" view allow to play the slots where the "Paytable" view informs players about payouts and other slot features:
Most Winning Streak slot machines are offering
attractive slots features like:
- Wilds
- Free Spins
- Connected Pay
- Multiple winlines (up to 15 or 30 paylines)
- Several wagering denominations
- Multiple coins
- Super Bonus
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Fantasy Slots
This slot category contains fast playable slots with animated icons and attractive winning features like "Free Spins", the "Pick Me" bonus
which adds randomly a bonus credit amount, and multiple "Winlines":
Multiple winlines allow players to increase the
betting amount up to 15 times per spin and are
scaling up significantly the winning probability
per spin.
Mobile Games
Most of these games are already available as HTML 5 and Flash game or will be available soon also as HTML 5 game. Typical for the HTML
5 based mobile games is a better usage of the screen real estate, bigger controls which are touch-screen optimized and simplified menus
for the game settings:
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Photo Slots & DeLuxe Slots
Photo Slots and DeLuxe Slots are adding so called "Mini Games" to the game play. Mini Games are embedded, skill based bonus games
which provide slot machine players the opportunity to add extra credits to their winnings. The challenging Mini Games are always related
to the game theme and help to create a strong game identity and increase (next to the winnings) the player loyalty to specific slots.
3D Slots
This category is offering slot machines with complex designs, advanced animations, multi-page pay-tables and extended Mini Games. The
betting options can be scaled up to 56 win-lines what ensures that nearly every spin is matching a winning combination so that players
experience always real action.
This high-end slots category comes with nicely
animated 3D objects and advanced Mini Games
which are offering an interesting twist to win
extra credits on a regular basis..
The 3D Slots are full featured with:
- Wilds or Scatters
- Free Spins
- Pick Me bonus
- Mini Games
- Multiple winlines
- Variable basis bets
- Multiple Coins
- Animated paytables
- Atmospheric sound patterns
During 2013 we intend to offer also a few fruit machines.
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Table Games Features
In most online casinos the category with slot machines is making most money. The popularity of slot machines is one reason why we are
offering approx. 50 games in this category. Although our slots are offering all gaming features which players expect we are seeing our table and card games as the most outstanding categories in our "The Art of Games" product portfolio.
Casino Poker Variants
As of January 2013 we are offering 14 casino poker variants:
•
Casino Hold'em
•
Texas Hold'em
•
Mississippi Stud Poker
•
Triple Poker
•
Pyramid Poker
•
Oasis Poker
•
Caribbean Poker
•
Asia Poker
•
Wan Doy Poker
•
Pai Gow Poker
•
4 Card Poker Madness
•
All in Poker
•
Red Dog Progressive
Blackjack Variants
We are offering 10 Blackjack variants:
•
European Blackjack Single Deck / Multi-hand
•
US Blackjack Single Deck / Multi-hand
•
Double Attack Blackjack
•
3 Card Blackjack
•
Spanish Blackjack
•
Ties Win Blackjack
•
Caribbean Blackjack
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Blackjack Switch (March 2013)
During the year 2015 we are expecting to close additional game
licensing agreements to increase the amount of new and innovative
Blackjack variants in our game portfolio.
During the development of our table and card games we put a strong focus on the implementation of land-based casino rules into the
games to provide players a realistic casino gaming experience. The rule set and house edge of our games is reflecting our philosophy to
offer players fair-play and an outstanding entertainment value.
In order to provide a realistic "Las Vegas style" gaming experience our "The Art of Games" portfolio consists primarily of casino games
which are developed on basis of the rules which are played in popular brick & mortar casinos (land-based casinos). It is our goal to provide the world's most authentic table and card game portfolio and therefore players will find in our product portfolio only games with
these original "Las Vegas style" game rules.
Traditional Table Games
•
Roulette EU / Roulette US
•
Punto Banco
•
Baccarat
•
3 Card Baccarat
•
Fan Tan
•
Sic Bo
•
Craps (April 2015)
•
Moneywheel
•
War of Cards
Innovative & Exotic Games
•
Chuck a Luck
•
Catch the Wave
•
Super Pan 9
•
Under the Gun
•
Stravaganza
•
4 Card Buyout
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Gaming Interface
The gaming interface hosts the games. It is developed in HTML/CSS and Javascript (AJAX) and offers a unique level of flexibility for the
game menu implementation and client specific design customization (colors, fonts, logo). The gaming interface and the games are based
on a multi-lingual structure.
The most prominent part of the gaming interface is the game menu. The game menu is generated in real-time on basis of the casino
back-end data (the XML game data stream) and is fully customizable via a custom CSS file for blending perfectly into the website design
of a Turnkey Casino.
Mobile games have a different menu and a different gaming interface which is simpler and touch optimized.
Instant Game Access
Downloading and installing a casino is always an obstacle for conversion. One major benefit of the WinningStreak platform is the instant
game access for players. There is no download and no installation required. The sign-up, login, banking activities, and account access can
be managed directly in the game pop-up window without visiting first the casino website. That is a major advantage for converting gaming traffic directly into cash and allows casino affiliates to retain a high level of control over their traffic.
Real-time Promotions
Promotion emails are an established method to increase player loyalty and supported in the casino back-end. But the efficiency of customer emails has increasingly become questionable. Too many recipients have become quite resistant to show measurable actions triggered by email campaigns.
Next to the overlay of promotion splash-screens during game start the unique messaging area of the gaming interface allows a playerspecific real-time communication with players which is triggered by a specialized messaging and campaign server and reacts to any predefined event with a case- and context-specific promotion offer.
Cookie Free Gaming
Storing cookies for session management has become an increasingly difficult issue since more and more privacy protection features disallow to store cookies on a client machine. Legal measure are causing also obligations to provide a cookie-free Internet experience. More
and more Internet browsers are offering now easy to use settings to prevent the usage of cookies so that more and more browser based
casino games of other providers aren't longer working in a reliable manner.
In April 2012 we launched a new gaming engine (V3) which doesn't require longer the usage of cookies for the management of user sessions and other important functions of the casino platform. Getting rid of the cookies was an important step forward to increase security,
reliability and legal compliance of the game-play in a future-proof manner and represents one unique selling point of our casino product
lines compared with other products in the market.
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Game Customization Back-end
The customization of games is always a top issue for WLC customers. Beside the branding (e. g. with logos) WLC customers dare to differentiate themselves from competitors with further changes in the game appearance. Since game customization is usually a time-consuming undertaking we at WinningStreak are offering our White Label and Premium Casino customers to choose from several game design
presets and different color schemes what makes it easy to establish a different "look" of your casino.
Table Styles
Currently (January 2013) eight table design styles are implemented (e. g. "Classic", "Greek" or "White") :
All WinningStreak casinos are offering several "out-of-the-box" game customization options
The few following examples demonstrate the effect of these customization settings on a roulette table:
The "classic" look represents a more conventional appearance
of the game table and of the surrounding objects (e.g. chairs).
The table color was set to "dark green".
The table logo is always "hardwired" to your gaming platform
and can't be changed on the fly in the game customization
back-end.
The "semi-classic" look represents a more contemporary
appearance of the game table and of the surrounding objects
(e.g. chairs).
The table color is set to "anthrazit".
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The "modern" style represents a modern appearance of the
game table and of the surrounding objects.
The table color is set to an "aubergine" variant.
The "extreme" style provides a VIP appearance of the game
table and of the surrounding objects (e.g. chairs).
The table color is set to a "dark blue".
The "white" style helps casino clients to achieve a distinctive
look of their casino which is widely unique in tha gaming
landscape.
The table color is set to "light blue".
Nomen est omen. The "pimp" style is great for casinos which
want to achieve a more intimate club-style look for targeting
to a more closed community of gamblers.
The table color is set to "aubergine"
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The "Greek" style allows the creation of casinos with a
historical of specific cultural context. See e. g.:
http://gladiatorcasino.com.
The table color is set to "anthrazit".
The table style changes also between different game types. below a screen-shot of the style "Extreme" with a card game:
The shape of the tables varies depending on the chosen
game. Please compare the Roulette table on the previous
page (style "extreme") with this poker table.
Next to the style selection the customization back-end is offering out of the box color scheme settings which define the appearance of the
game tables (felt color):
The game customization back-end allows to change the color scheme for
the table surface. In combination with the table style settings many
different casino "looks" can be tested, applied and reviewed.
The by casino clients provided casino logo (this should be a vector graphic file like AI or SVG) will be "hardwired" to the casino games and
to the back-sides of the game cards. This is an optional feature (please request a quote).
The casino logo will be displayed on the table of all table games and in a
simplified form on the back of cards. Slot machines don't get customized
with a casino logo.
This is an example of the simplified form of the
casino logo which is used on the back on cards.
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Casino Management Back-end
The casino management back-end provides essential features for the management of the casino:
•
General casino settings (system configuration)
•
Statistics (visitors, players, affiliates, games)
•
Financial features
•
Game portfolio management
•
Affiliate management
•
Marketing material management
•
Bonus and marketing rules setup
•
Communication template management
•
and much more
Statistics
The casino back-end provides statistics for the deposits, revenues and payouts. Most statistics are provided in real-time.
Revenue Overview
Casino clients have access to a broad range of revenue statistics. All basic revenue information is provided in real-time on the so called
"dashboard". If a client is operating several brands the results can get consolidated on the dashboard:
All important revenue figures are provided in real-time on
the dashboard. Several tables are consolitdating the data
on a per day, per month and per year basis.
The dashboard was designed to provide at a glance all relevant sign-up, deposit and profit or loss numbers. A broad range of additional
reports and tables allows a finely granulated analysis of a casino's performance.
15
For a better day by day comparison all days of a month can get displayed in a classic table view:
Consolidated overviews:
16
Affiliate Commission
Several other statistics allow casino owners a more detailed analysis of the affiliate specific business aspects. The example below shows
the consolidated affiliate results of a representative casino client (his affiliates):
Player Statistics
The player management plays an important role in online casinos. Casino owners have access to many different player statistics which are
very helpful to optimize their marketing and player retention activities.
One important aspect is to detect profitable and unprofitable players:
The back-office is coming also with a sort of report generator which allows the creation of casino specific reports.
17
Marketing Material Statistics
Casino owners have access to statistics which provide data about:
•
Impressions of marketing banners
•
Clicks to banners
•
Player sign-ups (specified by fun players and real players)
•
Money deposits
•
Total casino commission
•
Commission per click
This data can be filtered by day, week, current and last month. More specific reports can be created by using user-defined date entries.
A sub-set of this data is also accessible for the casino affiliates (in the affiliate software / affiliate portal).
Casino Settings
A broad range of settings allows the configuration of a casino's business essentials:
18
Multi Currency
Casino owners can requested for their casino the setup of several currencies. The casino platform supports > 100 different currencies but
there are limitations which are imposed by the chosen payment gateways and payment system providers.
Once a selection of currencies was setup by WinningStreak
casino owners can simply enable/disable these currencies in
the back-office.
Game Configuration
Each game can be configured individually with marketing images and marketing and help texts:
For not running into SEO problems all games can be
customized next to the design also regarding marketing
images and marketing and help texts.
This casino back-end feature avoids content duplication
and allows to give each casino its individual "touch".
The game texts can be created also multi-lingual, what
allows a straight-forward localization of the games for a
broad range of targeted markets.
Globally seen there can be found only a few professional casino game providers. These few providers are serving several hundred casinos
with widely identical games. Online casinos are then sharing these games in nearly identical form what can cause content duplication
problems in search engines. Beside the design customization the WinningStreak casino back-end allows additionally the customization of
marketing images, marketing texts and help texts. That way WLC customers won't experience problems in the search engines ranking
caused by content duplication from with other casinos shared games.
Once the game configuration is completed the back-end provides a real-time XML stream with all required game data to create widely automatic elements like game pages, landing pages, game collections and much more.
Custom Game Selection
The casino back-end allows WLC customers to define their own game selection, game descriptions (for avoiding content duplication),
game imagery, the preferred game order, and to create and apply game categories and grouping information (e. g. for promotional activities and statistical analysis).
Based on these game settings a XML data stream is created which controls the game availability and game order in all parts of the casino
platform (e. g. in the game menu of the game pop-up windows) but also for the presentation of the games on your casino website.
If there are new games issued you just select which game you want to
add to your game portfolio and drag it from the "All games" pool (on
the right side) into your casino container (see on the left side the game
pool of "White Label Casino").
19
JSON Live Data Feed for Games
The selected games portfolio is delivered in form of white label casino specific JSON feed which contains all data which are required to
build websites, landing pages, games menus and much more. Special data fields e. g. for new or featured games allow a dynamic creation
of gaming content. The centralized editing in the casino back-end updates then automatically the displayed game portfolio or game selection.
The display of casino games on websites, landing
pages and affiliate media can get based on the
XML feed which assures that changes in the casino
back-end (e. g. the definition of new games) is
automatically reflected on all web-based
presentations. This reduces the amount of website
and marketing media maintenance significantly.
Banner Management
Marketing banners which are used in the affiliate software need to be uploaded and managed in the casino back-end. The software supports .gif, .jpg, .png and .swf file extensions. In the casino back-end banners can be filtered by banner size and game.
Banners can get selected by size, images file type (e.
g. .jpg or .gif) and game to allow an easy management.
Affiliate Contracts
One highlight of the affiliate software is the affiliate contract management. Deals with affiliates can be defined in a way that every month
a different commissions is calculated and paid to affiliates. The assignment of created contracts takes place automatically so that once the
affiliate manager has created the commission models for the future no further work is required. That allows e. g. to provide new affiliates
for the first 3 months a commission model of: 45%, 40% and then 35%. After the first 3 months the contract is falling back to 30%.
So called "Contracts" allow to create timelimited commission scales for affiliates.
20
Affiliate Payments
In the casino back-end affiliate payments can get checked and approved automatically or individually on a per affiliate basis. Green entries specify commissions (invoices) which have been already paid:
Casino clients who are using the
financial services of WinningStreak have
always a full overview which affiliates
and players were paid.
As payable marked entries can be exported as a CSV batch for simplifying the money transaction process.
The commission of affiliates (revenue share) and the revenue share model are managed in the affiliate software.
Payments are usually processed on the side of WinningStreak as a part of the managed casino services.
Affiliate Back-end
The affiliate back-end allows affiliates to create affiliate accounts, to review their stats and select marketing material for their casino promotion.
The affiliate manager can define affiliate commissions and display affiliate statistics for analyzing the success of marketing activities.
Game Links
Next to artistic banners the affiliate back-end creates custom-sized game images with links to the game:
Based on the marketing image which is ideally created in full-size dimensions any reduced game image size can be created in the backend. That way the affiliate software allows affiliates to create custom game galleries where each image links directly to the game.
Banner Selection
Registered and logged-in affiliates have access to the banner farm from where they can grab the Javascript or HTML banner codes for displaying game banners on their websites. The special technology of the gaming interface allows direct linking to to the game-play. Not registered players have then in the game pop-up window the opportunity to create a player account without the necessity to visit first the
casino website. That allows casino affiliates to create attractive game banner bundles without having the concern being forced to route
their website visitor traffic away from their websites.
21
Casino owners and their affiliates
can chose between HTML and
JavaScript banner codes. HTML
codes aren't tracked (regarding
impressions).
Payment Modules
Currently the following payment modules are supported:
•
Moneybookers
•
Neteller
•
Skrill (Moneybookers)
•
Paysafecard
•
iDEAL
•
Bank Draft
•
Pay by Phone (only in selected countries and on special request)
•
Credit Cards (CC deposits require customer ID verification)
Special reports allow a more detailed look into specific PSP related transaction processes.
Hosting & Server Infrastructure
The hosting of the casino games and casino websites is limited to WinningStreak servers which are operating the whole casino platform.
The hosting services for WLC customers are usually provided on a no-charge basis.
The casino platform is based on the following servers:
•
Website servers (cloud based)
•
Game servers
•
Database servers
•
Media servers (cloud based)
Website Servers
The WinningStreak website servers are hosting the casino website and the custom-specific parts of the affiliate and casino management
software and the custom-specific parts of the games. These servers are cloud based for better scalibility.
WLC customers get access to their own web-space where they can manage freely via FTP their website and related contents.
All servers are managed by WinningStreak and monitored via Nagios to ensure a satisfying uptime.
22
Casino Websites
The casino websites require specific features under the hood which are difficult to develop for casino owners. Typical functions are the affiliate ID and bonus code tracking and the country blocking. The complexity of these features makes it necessary that WLC clients are using a by WinningStreak provided casino website package for the creation of their website design and content.
Website Framework
The WinningStreak casino website package is based on a PHP driven casino website framework which is well documented, easy to handle
and protected against most hacking attempts.
A for the casino usage developed template system allows an easy realization of design ideas in a professional website development environment. As an optional service (please request a quote) WinningStreak will overtake the template creation on basis of a customer design
(Photoshop or Gimp files are required).
Dynamic Features
One important feature is the connection of game settings in the casino management back-office and the websites. A web-page e. g. with
casino link preview images can display automatically content changes triggered by the casino owner's back-office settings. Typical examples are "New Games" and "Featured Games" which are displayed on the website. The automatic deployment of back-office changes to the
website eases for WLC clients the efforts to keep the casino website up-to-date manually.
On the website displayed games
can get selected by in the backoffice defined selection criteria.
This avoids e.g. the manual
maintenance of "new" or
"featured" games on the website.
All in the back-office applied
changes appear automatically in
the related widgets and/or plugins.
23
The White Label and Premium Casino websites are hosted on the WinningStreak casino web-servers which are connected via a high-speed
connection to the game servers and database servers. WinningStreak charges usually no hosting fees.
Casino API
One unique selling point of our casino platform is the Casino API which allows casino operators to use casino core functions via RESTbased requests. That way casino operators are able to customize their casino to an extend which allows to realize an online casino concept
without any compromises.
For getting access to the API documentation of the casino platform please contact Harald Engels (Skype ID: haraldengels).
XML Feed
The API based XML game feed allows to create custom game listings easily with a few lines of PHP code. The provision of such tools can
be requested from WinningStreak. In the casino back-end WLC customers define which games they want to offer and once the drag &
drop selection is completed the XML game data feed can be requested via HTTP. The WLC website package contains some "ready to use"
modules which are based on the XML data feed.
Websites which are developed by WinningStreak are prepared for multilingual usage. Below an example (excerpt only) in Hungarian:
The multi-lingual structure of the websites
and casino platform allows the adaption of
the content to different languages and
regions. Casino owners can e.g. deliver to
French users a different content than to
Franco-Canadian users.
The text preview are taken from the
games XML feed. The content gets
uploaded in the casino back-office where it
gets converted automatically into the XML
feed which the websites consummates.
The texts can get fully customized and
translated to a virtually unlimited amount
of languages.
The so called "legal" documents are
centralized (also in form of an XML feed)
and managed by WinningStreak in the way
that those comply with the requirements
of the gaming license.
24
Services
Casino Licensing
The operation of an online casino requires clients to apply for a gaming license. This is not an operational requirement, this is a legal aspect which ensures that players know with who they are dealing (legally) and against whom they can take actions if they have complaints.
WinningStreak is cooperating with several regulatory bodies to provide our clients an uncomplicated and cost-effective acquisition of a
gaming license. Details we will gladly discuss with you in a phone call.
Financial Services
One important element of our "one-stop-solution" is the provision of financial services. We can manage for our casino clients the following
financial affairs:
•
Receiving money via payment gateways (player deposits)
•
Paying players (e. g. pay-outs of winnings)
•
Paying your affiliates (based on the commissions you have defined for them)
•
Paying our casino clients
•
Fraud prevention services
•
Fraud detection services
•
Implementation of additional payment system (optional, on request)
Legally seen the players continue to be the contractual partner of our casino clients (casino operators). Casino clients are also closing the
contracts with the payment system providers.
Player Support
WinningStreak usually overtakes the first-level player support. All support services are provided in a neutral or customized form. Details
have to be negotiated and depend on the level of realized or predicted revenues. Premium and White Label Casino clients are authorized
to overtake some portions of the customer service (e. g. the VIP support). The customization features of the platform ensure that players
and affiliates have a seamless branding experience.
The player and sub-affiliate support is basically managed within a branded ticketing system which contains also a knowledge-base for
players and affiliates (separated by login detection).
25
Player Retention
WinningStreak provides a basic, fully customized player retention service to increase the player loyalty and player life-time.
Since a successful player retention is essential for the profitability of an online casino WinningStreak provides turnkey casino clients the
opportunity to create player retention rule-sets for the real-time messaging features of the gaming interface. The messaging area of the
game pop-up windows provides then player specific messages and promotion offers which are triggered by real-time events, player profiles and the predefined rule-set.
The AJAX based gaming interface comes with a real-time messaging area. Instead of displaying messaging from the application (the game) all
messages are coming from a specialized messaging server which has the capacity to serve thousands clients parallel with only a little resource
footprint. In the messaging area application messages are displayed (which are re-routed via the messaging server) and also promotion messages
which are coming from the "rules" server. Next to the custom specific promotion messages this area will also display other event data (e.g. shortened
tournament leader board rankings) and dynamic links to further information websites. That way players won't miss any information which is considered
to be important for customers. The conversion rate of such "live" promotions is significantly higher than with conventional email promotions.
Email promotion campaigns have lost during the last years a lot of effectiveness. Therefore it is important to "catch" the attention of players with additional marketing offers when the mind-focus of customers (players) is set to gaming. That is always the case when a game
pop-up gets opened. Since the offered promotions and incentives are highly customized a much higher conversion rate can be expected
than with email based retention strategies.
Such messages and emails can get automated in so called "Rules". There exists a wide array of settings for creating automated player retention activities:
26
Own a Casino
In the White Label Casino business many poorly customized products are offered (faked white label casinos).
WinningStreak is delivering online casinos which give your players and affiliates no indication that you are running a fully managed
turnkey or white label solution. There is no difference to a conventional stand-alone casino noticeable. The games, the software and services are perfectly customized and accessible solely via the URL of your White Label or Premium casino. No strange back-links, no weird
redirections and no setup fee for vapor-ware.
WinningStreak products are simply re-defining what is possible under the umbrella of a turnkey casino or white label casino solution.
Benefits of Owning a Casino
Especially already successful casino affiliates will ask themselves why they should route gambling traffic from online casinos which they
are already promoting to an own casino? We at WinningStreak see several reasons why operating your own casino is a good choice with
many benefits:
•
All casino elements (games, casino back-end, affiliate software, marketing tools) are using your casino URL to strengthen your
casino brand and support your SEO efforts. All game links, the cashier, and the affiliate software are using your casino URL.
•
Your traffic is not longer leaving your scope of control. In most forms of gambling affiliation you are sending your traffic to domains
which are not your asset and you can't control what will happen there with your traffic. As a casino owner the traffic stays on your
own domain and you are going to decide how your traffic gets monetized.
•
There is no traffic leakage. Problems with affiliate ID's, overwritten cookies, expired cookies or other tracking difficulties won't effect your revenues. Every penny of generated revenue in your casino is counting for your commission. We see this as one of the
most important advantages to run your own casino.
•
If players create new player accounts - for whatever reason - they remain your players. There are no strange player losses which
are hurting your results.
•
Earn a generous commission of at least 50% revenue share on the casino profit. So more services you will overtake so more room
we have to increase your revenue share.
•
You see all statistics in real-time (e. g. player deposits and affiliate activity).
•
You get access to player data for your own marketing campaigns which you may want to run in addition to the player retention activities which WinningStreak will perform for you.
•
You can influence the player marketing, promotions and other strategically important business activities. Many player retention activities can take place directly inside the gaming interface (after log-in etc.).
•
You can use our innovative Fair Play Bonus system in a customized manner. A plethora of different bonus options can get embedded in links which then are triggering automatically the related bonus offers. Players must not enter any bonus codes for using
your special bonus offers.
•
With building an own casino you are creating a valuable asset, something what you can't achieve with a casino promotion (as a
normal affiliate). WinningStreak provides you a great support for building a valuable brand identity around your new casino.
•
You can create your own customized game portfolio out of more than 100 high quality casino games.
•
You can create a casino which is targeted to a specific niche market (long-tail business).
•
You can create and run your own affiliate network. Let other affiliates increase your market reach and revenues. You are flexible in
granting sub-affiliate commissions (from 5% to 45%, in special cases even more). You can create complex affiliate commission
schedules with monthly changing commissions (e. g. for offering new affiliates a higher 3-month start-up commission). The spread
between your casino owner commission and the commission of your affiliates is your cut (profit).
•
You enjoy ownership of the affiliate and player database.
•
White Label and Premium Casino customers and also their affiliates can link directly to any game. That is very difficult to realize
with most other international online casinos. That way your affiliates can build their own subset of games which are directly accessible from their website. This possibility is resonating very well with affiliates who dislike to lose too much control over their traffic.
Your affiliates can build easily game related pages with SEO content and link directly to game examples or landing pages with instant game-play features. In a highly competitive casino affiliate market such features can be decisive for profitability.
•
You and your affiliates can build game bundles which can be placed with only one link on a website, landing page or in a HTML
email. Game bundles are a combination of game images and underlying links with the related affiliate ID which can be stored in
the database and implemented in seconds.
•
The structure of the innovative gaming interface allows an in-game sign-up (directly in the game pop-up). That feature is great for
conversion of free or fun players to real players (money depositing players).
•
Players can also deposit money and manage their player account with this in-game technology (inside the gaming interface).
•
You are working closely with an experienced partner in the gaming industry who overtakes the casino operation, maintenance,
software development and customer service.
•
Our business model is not restrictive. We at WinningStreak believe in healthy Win:Win constellations. Once you should be dissatisfied with our products and services we won't create obstacles for you to take your affiliate and player data and try your luck elsewhere.
•
And last but not least: Working for your own casino brand provides a lot of inspiration, motivation and satisfaction. Creating your
own affiliate network allows you also to communicate with other affiliates what may broaden your horizon and extends your social
network. And all that with a tiny investment and no financial risk.
27
How to Get a TurnkeyCasino?
If you are not 100% sure to close a White Label or Premium Casino deal start with our cost-free self-service casino solutions which are offering already amazing features.
The setup and launch of a Turnkey Casino follows usually this schedule:
1. You send us an outline how you intend to market your new casino and additionally a description of your business background. After
the evaluation of your data we will send you a quote and a written, to your project adjusted White Label Casino Agreement to sign
it. The setup fee needs to be paid in full immediately after signing the agreement.
2. If the chosen casino domain name is still unregistered it needs to get registered (the best is that we do it to avoid the 60 days
transfer lock).
3. As a part of the due diligence process you send us sufficient information for the KYC regulations and a copy of your gaming license.
(so far you intend to use your own gaming license instead of our licensing services in Curacao).
4. Once the setup fee has arrived on our bank account we will prepare the casino development platform (sand-boxed) for your chosen
casino URL and provide you access to the for you prepared White Label Casino website (front-end) package. This website will be
fully functional but requires your design customization (at least with your logo) and some content adjustments (especially
imagery).
5. After the completion of the casino website customization WinningStreak is starting the agreed games setup process. WinningStreak
is granting you then also access to the casino back-end so that you can define the game portfolio, upload game images for the usage in the gaming interface and upload banners for the affiliate marketing material.
6. If there are additional casino languages required (beside already existing translations) you need to provide us translations for the
target market (in form of texts). To translate your custom content is your sole obligation (and easy to manage in the front-end).
7. You create the basic affiliate accounts and implement the related links in to the front-end (this is widely an automatic task). You
also start to upload your affiliate media.
8. We upload the completed website to the casino website (cloud) servers so that the Q & A testing phase can start.
9. In this phase you can start already to acquire affiliates, define their commission structure and affiliate ID's and provide them access to the banner farm, game links and game imagery.
10. Launch of your online casino
From project to project the scope of work and schedule may vary. If the WLC schedule meets your expectations, you can start the setup
procedure of your new online casino by contacting us.
The game texts and game images of the gaming interface can be
customized for best SEO and to differentiate the customizable
game portfolio from competitive providers.
The scalable AJAX based gaming interface allows players next to free play to sign-up for fun-play and real-play and to deposit money without leaving the game
environment (game pop-up window). This feature allows casino clients and their affiliates to link directly to games. Many affiliates dislike the idea to send
traffic to casino websites, they want to keep control as much control over the traffic as possible. Affiliates can also create game bundles which can be
displayed with one link on their website.
28
Casino Setup Fee & Revenue Share
After signing the Turnkey Casino Agreement the setup fee is due for payment. The turnkey casino platform setup fee is fixed. In this setup
fee everything is included. The revenue share varies depending on the chosen licensing model and your selection of games and services.
It is volume dependent and approximately between 73% and 80% - what is hard to beat for a full-service solution.
For more information request a detailed quote - also if you need additional services (e. g. real-time player service).
Below a list what is included in the casino setup fee:
Website hosting:
•
Platform Upgrades
•
Payment processing management and fraud management
•
Affiliates payment management
•
Curacao operational gaming license for your casino domain (white label casino only)
•
License to use all modules of the Licensed Program
•
1st level technical support
•
Platform hosting services /infrastructure and maintenance compliant ith ISO 27001
Casino gaming platform:
•
Project management & setup
•
Backoffice system set-up
•
Hosting setup
•
Payment methods setup
•
Risk and fraud settings
•
Game providers configuration
•
Languages and currencies settings
•
Affiliate management settings
•
System email settings
•
Deployment
•
Operational training & QA testing
1
Casino front-end:
•
Hosting setup
•
Domain and SSL settings (you need to buy a certificate)
•
Initial content management (in cooperation with you)
•
Game portfolio configuration (HTML 5 games are essential)
•
HTML5 design implementation (mobile first technology)
•
Registration for fun and real play
•
Player profile and messaging settings
•
HTML5 cashier design and configuration
•
Live chat configuration
•
Training & QA &testing
1
Based on the Oryx gaming platform
29
Deployment Time-frame
The development, customization, and setup procedure may vary in time, depending on the scope of work (design work takes longer). After having defined the volume of the required and/or desired development and implementation tasks WinningStreak will provide you a detailed time-line to ensure that the launch and your marketing preparations will be completed in a clearly defined time-frame and synchronized with each other to maximize the marketing effect of the casino launch.
Game Licensing (The Art of Games)
Beside the fully or partially managed solutions we are offering also pure game licensing models (on a case to case decision basis with
selected games) which may support already established online casino operators to extend their game portfolio with attractive games (e.
g. with our unique HTML 5 games).
Market participants who operate their own casino-back-end and affiliate software may also prefer to license only the game portfolio and
integrate those games and the related database tables into their existing software infrastructure. Please request our licensing conditions if
a pure game licensing model suits your requirements better than a fully managed online casino solution.
In the highly competitive online casino world a
broad range of casino games keeps players
attracted. For already established online
casinos we offer an alternative licensing model
which allows to extend the existing game
portfolio with selected games from our
extensive game portfolio.
30
About WinningStreak
WinningStreak Ltd. is a Cyprus based joint venture of two established gaming enterprises based on their vision to innovate the white label
and turnkey casino business with highly customizable casino games and an easy to manage casino back-end software. With more than 9
years experience in the development of online gaming solutions we can guarantee our casino clients (casino operators) that they promote
a gaming platform with excellent quality and proven reliability.
Without sacrificing well established development methods we at WinningStreak have a strong focus to innovation. Our casino clients can
rely on our ongoing efforts to modernize all parts of the gaming platform to ensure that they will retain always a competitive edge over
other turnkey casino operators.
One core focus of WinningStreak is to provide first-class mobile gaming solutions. We are aiming to deliver our clients the best mobile
casino platform based on outstanding HTML 5 games.
Our commitment to cost effectiveness and an outstanding service experience are making WinningStreak products a first choice for casino
operators in the crowded and highly competitive casino market. Our core competence is the development of online casino games combined with the related casino management and casino affiliate software. That's it! We don’t provide sports-book, live table games or raked
poker games. We are online casino software specialists. Our modern platform and back-end technology allows the integration of other
gaming products but we stay focused to our core competence of providing attractive online casinos on a global scale.
Contact
WinningStreak Ltd.
Harald Engels / Director
Email: [email protected]
Skype ID: haraldengels
Phone: +357 96 217779
LinkedIn: http://cy.linkedin.com/in/haraldengels/
Website:
http://turnkeycasino.com
31

White Label Casino White Paper - Turnkey Casino Software Solutions

Transcription

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