Interview with Ash Williams

Could you tell us a bit about your journey and how you started in the iGaming industry, and how you started Frently?

My name is Ash Williams, and it all started around 15 years ago and from customer service roles to leadership positions in VIP account management, brand management, and eventually transitioning to the B2B side of the business. Such a journey showcases how versatile and dynamic the iGaming industry can be, offering many paths for career of course.

After significant experience in B2C, over the last 2.5 years, working with Frently transitioning to the B2B side of iGaming opens up new perspectives. In this space, the focus shifts to providing solutions to other iGaming operators, such as software, platforms, payment systems, or affiliate marketing tools. This role involves me building partnerships, negotiating contracts, and delivering value to operators.

How have you seen the evolution of the iGaming industry over the past few years? What do you see as the most trending aspect of the industry, and more importantly, how do you adapt to that?

One of the most trending aspects of iGaming is the combination of AI-driven personalisation and gamification to create a highly engaging, customised player experience. This trend is transforming how operators interact with players, making the gaming experience more immersive and tailored.

You need to adapt by leveraging data. Use AI and machine learning to analyse player data and predict behaviours. Implement gamification by introducing features like missions, achievements, and rewards to keep players engaged. Stay ahead with innovation: Operators should invest in emerging technologies like VR, AR, and blockchain to differentiate themselves in a highly competitive market. Focus on compliance: As regulatory landscapes shift, especially in emerging markets, it’s crucial to stay compliant with local laws while offering an appealing product.

Nowadays, we see more white label and turnkey providers starting up in the industry, which raises the competition like never before. How do you excel at this stage? What sets you apart from your competitors?

In today’s competitive iGaming industry, the surge in white-label and turnkey providers has undoubtedly raised the bar. To excel at this stage, companies must differentiate themselves through innovation, customisation, and a deep understanding of their clients’ needs. Here’s how we set ourselves apart from the competition:

• Innovative Gamification: By integrating sophisticated and customisable gamification elements, we enhance player retention, driving long-term success for operators.
• Tailored CRM: Our customisable CRM workflow empowers operators to fully control their customer relationships and automate processes, ensuring maximum efficiency.
• Unique Brand Identity: With our front-end flexibility, operators can fully express their brand identity, providing a unique and engaging user experience that stands out in the marketplace.
• Partnership Mindset: We prioritise a client-centric approach, working closely with operators to ensure their unique needs are met, and their growth is supported.
• Scalable Pricing: Our friendly and scalable pricing model offers operators the flexibility to grow without heavy financial strain, making it easier for businesses of all sizes to succeed.

By combining these key differentiators, we provide a robust, customisable, and cost-effective solution that enables our clients to excel in the highly competitive iGaming landscape. This commitment to innovation, customisation, and client satisfaction is what truly sets us apart from other white-label and turnkey casino providers.

Gamification is a key factor in increasing engagement. How are you integrating it to enhance the player experience on your platform?

Gamification is indeed a crucial factor in enhancing player engagement, and we’ve made it a core component of our platform to create a more interactive, rewarding, and enjoyable experience for players. Here’s how we’re integrating gamification to boost engagement and retention:

1. Personalised Missions and Challenges
2. Achievement Systems
3. Leveling and Progression Systems
4. Leaderboards and Tournaments
5. Reward Systems and Loyalty Programs, Raffles, and Shop
6. Daily and Weekly Challenges
7. Social Features and Community Engagement
8. Mystery Boxes, Fortune Wheels and Random Rewards
9. Tiered Reward Systems for VIP Players
10. Real-Time Feedback and Dynamic Rewards
11. A Holistic Gamified Experience

By integrating these gamification strategies across our platform, we not only make the gaming experience more interactive and enjoyable but also significantly boost engagement, retention, and loyalty. Players are not just passively playing games; they are actively participating in a journey filled with achievements, rewards, and social interaction.

This comprehensive approach to gamification sets us apart from the competition, ensuring that our platform delivers a unique and engaging experience that keeps players coming back for more.

White label casino solutions often need to be adaptable to different markets and regions. How do you maintain flexibility in your platform to cater to individual client needs or specific geographic regions?

Maintaining flexibility in our platform to cater to individual client needs and specific geographic regions is critical, especially in the highly competitive and diverse iGaming industry. Here’s how we ensure adaptability in our white-label solutions to meet the unique requirements of different markets: A Customizable and Market-Ready Solution.

By incorporating localisation, regulatory compliance, front-end customisation, adaptable payment systems, and region-specific marketing tools, our platform ensures that operators can seamlessly enter and thrive in diverse geographic regions. This flexibility allows our white-label solution to cater to the specific needs of clients while ensuring a consistent and engaging experience for players in any market.

How do you ensure clients get essential tools without being charged for every feature or customisation?

Our goal is to provide clients with all the tools they need without overwhelming them with additional costs for essential features or customisation. By offering a transparent pricing model, inclusive essential tools, and modular advanced features, we ensure that our platform remains flexible, cost-effective, and highly adaptable to individual client needs, allowing them to focus on growing their business rather than worrying about fees at every turn.

You also mentioned that your CRM workflows are flexible and can be tailored for the users’ needs. How does it exactly work? How did you see it reflected on the retention?

Our Customizable Workflow CRM is designed to offer a high degree of flexibility, allowing operators to tailor their player management processes to suit specific business objectives and market conditions. This system is essential for improving player retention, as it allows for personalised, data-driven engagement strategies that keep players active and loyal.

Along all these, how important is Revpanda’s collaboration to your business in the iGaming industry?

Revpanda’s collaboration is fundamental to our business, enabling us to offer a full-service solution to our clients. Their expertise in localisation, payment method testing, targeted marketing, player acquisition, brand positioning, and data-driven insights aligns perfectly with our platform’s capabilities, ensuring our clients not only attract players but also retain and engage them for the long term. Together, we deliver a comprehensive, market-ready solution that drives success in the competitive iGaming landscape.

Last but not least, what would be your expert tip for those who want to get into the iGaming business?

Feel free to book a call with us at Frently. We will be walking you through the entire process and discuss everything from A to Z.