​Niklas Seidel was appointed CEO of Winner in October, a moment that coincided with a change in development strategy as operations go digital. With a passion for technology and extensive management experience, Niklas Seidel, who previously held senior positions at Fortuna Group, Ladbrokes Coral Group and Playtech, will coordinate Winner’s development strategy. On this occasion, he gave details about the future of Winner and the opportunities in the Romanian betting and gambling market.

Winner – your first management experience in Romania?

I started working in the betting and gambling industry in 2007 and have been in management positions since 2009. Since 2012, I have led international operations teams with commercial responsibilities, including as VP of Business Operations at Playtech, CEO of Ladbrokes Digital and COO of Fortuna Entertainment Group.

What do you think about the Romanian online betting market?

The online betting market in Romania is very interesting as most products are licensed, including online games, which is an important category for online betting brands.

The Romanian market is competitive, with both local and international brands, which means that products, services and offers must be of the highest quality, and the Romanian player should therefore be able to choose the operator he prefers based on the offer , product, brand quality or service.

It is positive to see responsible gaming initiatives in this market and I, along with the team at Winner, strongly believe in sustainable business practices and player protection.

Have you noticed a specific feature of the Romanian market?

The betting market in Romania is dominated by three leading brands that offer a wide and competitive range of betting products. Therefore, I believe that in order to be relevant and competitive in the Romanian market, brands must offer a diversified and localized bidding proposition. Therefore, Romanian players expect the highest quality of the product and services offered. Another important fact is that in the Romanian market, most of the betting and gambling products are licensed, which means that not only the betting product (sports book) must be competitive, but also the game offer: slots, table or live games , including Live Casino.

According to the data we have, Winner is ranked 6th in the ranking of online betting operators. What do you think is the potential of the Winner platform?

I know very well the competitive environment in the Romanian online market and believe that the online services offered by Winner have exceptional potential. I believe that Winner is able to offer unique innovations in the market and develop competitive advantages in a flexible and efficient way.

In addition, we will be launching many new product features over the next 6-12 months, some of which are completely unique to Winner. For privacy reasons, I won’t be able to reveal all the details here, but I can tell you that some of them have never been available on the Romanian market. Romanian players already have many reasons to play Winner, but in the future Winner will become their favorite brand!

What is the short-term goal? But as a time perspective?

Winner’s short-term strategy is focused on implementing a digital approach, along with enhancing the sports betting product, focusing on branding and marketing campaigns, and enhancing Winner’s user experience and gaming offerings.

We have completely refocused our online business and are investing resources and efforts in this direction. This will become evident with the launch of new initiatives in our online business in the near future (within the next 3-6 months).

The Internet depends on advertising. Which means of advertising do you prefer? And why?

I believe that a combination of traditional and digital media is essential for a betting brand to reach its audience, especially in the growth phase. We will focus our efforts on media acquisitions that are measurable and focused on ROI, and we will apply econometric methodologies to ensure the right mix. We will also increase our overall media presence, including through innovative ways to reach our audiences.

What experience do you have as a manager in the gambling market?

I have almost 17 years of experience in various roles in the betting and gambling industry, as well as in marketing and business operations. I have managed large teams across multiple geographies and markets. In 2007, I started working as an affiliate manager, and in 2009-2010 I managed an online poker brand. I have been developing at Playtech since 2010, where I held very interesting positions. I started by managing the William Hill Online strategic account, at the time the most successful partnership in the online bookmaker market, to later join Playtech Turnkey Services as Vice President of Business Operations to lead operations for new brands in regulated markets. . I was also fortunate enough to be involved in the mega merger of Ladbrokes and Coral in 2016, when two of the UK’s biggest betting brands merged into a new company, Ladbrokes Coral Group PLC. First I was Chief Digital Officer, managing all aspects of the digital business, then I was named Omnichannel Director. In 2019, I was hired by the Private Equity owned Fortuna Entertainment Group as the General Manager of Operations and I got my first experience in the Romanian market with the brands Fortuna and Casa Pariurilor.

What factors contribute to the effectiveness of an online betting platform?

First, the quality of the product and the player experience are the most important, followed by the level of engagement and entertainment on the platform. This means not only being able to offer bonuses and promotions, but more importantly, personalizing the offer and providing offers that take free play and responsible gaming into account.

Against the background of legislative changes that bring many new elements to the work, taxation, licensing and authorization of bookmakers and gambling companies. How do you think Winner will develop in the new market conditions?

Winner will focus on developing and improving the online player experience by applying artificial intelligence to improve marketing efficiency and create innovative games and features. Winner has a significant opportunity to take advantage of the market development by refocusing on the online market.

As a major player in the market, we want to innovate in the online environment where we see the greatest growth potential in the future and aim to be in the top three in the medium term.

Can you highlight the values ​​of the brand you manage?

Winner’s values ​​of trust, honesty and respect are fundamental and reflect our commitment to sustainable business practices. As part of the process of reorientation to the online business, we have begun the process of reviewing and considering our future values ​​in relation to the market. We will remain true to our values ​​of sustainable business practices that involve trust, honesty and respect. Online product innovation and player experience will be the core of our mission going forward.

What are the ideal conditions for a betting platform to become a market leader?

The product must be of the highest quality, there is no substitute for an excellent product on the Romanian market today. Then the customer should feel that the product has a good experience, that it is easy and convenient to get where they need to be. The next stage is the level of engagement and marketing. The more the product can communicate / adapt to the player’s preferences and behavior, the more the player will like it. In addition to a great technical platform, every service must be designed and delivered with excellence: payments, customer service, promotions and loyalty. Finally, creative marketing and connecting with your audience is imperative to a successful brand.

Will the company’s shareholders continue to invest?

Winner inspired founders and a passionate team with huge potential. I am excited to join Winner as CEO because of the growth potential and shareholders’ interest in long-term investment in the brand and team. We are focused on our short, medium and long-term goals, we have access to opportunities in Romania, so the additional investment in Winner is already part of our strategy and already agreed.