One of the leading software suppliers for Internet casinos, CryptoLogic Inc., has rolled out the newest version of its online casino software.
Casino Global Edition (GE) is the company's fifth version of its software and is designed with marketing and multi-currency features integrated into the system. GE also has new jackpot games and lets operators create more exciting loyalty player programs for high rollers and frequent visitors to sites.
Jean Noelting, president and CEO of CryptoLogic said the new software was needed in order for Crypto to continue its competitive edge.
"Internet gaming is more competitive than ever, and that's why CryptoLogic's new software is designed with marketing in mind," he said. "Our licensees have some of the biggest and best casinos on the Internet, but with competition from 1,400 other sites, success depends on big jackpots, great promotions and personal marketing. Global Edition offers popular new games and exciting features that will help our licensees differentiate themselves, reward loyal players and make it easy and fun to play at their casinos."
Crypto last updated its software in the fall of 2000. The company is looking to continue updating annually, but stated that market conditions may demand that it brings out new versions of the suite on a more regular basis.
One of Crypto's biggest revenue generators, InterCasino, has already implemented the new software, and other major players, including William Hill, will soon follow.
Nancy Chan-Palmateer, the company's director of communications, said the initial response has been good.
"So far the downloads show that it seems to be favorable with players," she said. "Our other licensees are working incorporate it into their own marketing initiatives and working trough some final customization plans."
GE includes new tournament and VIP loyalty features that will enable operators to reward their top players with preferential status, special contests, higher comps and prizes.
Multi-currency payouts now extend to U.S. dollars, British pound sterling and euros, offering greater convenience for CryptoLogic licensees' growing European user base. The software also features new progressive games as well as the introduction of bingo and poker.
Technical advancements bring enhanced graphics such as animated and information-enabled avatars and easier full screen view, while providing quicker downloads, Chan-Palmateer said.
The biggest selling point of GE, she said, will vary from operator to operator.
"Certainly I think the Euro currency option will be a big one for William Hill because we have seen with their Pound Sterling introduction has made a huge difference with their high European player base," she said. "From a marketing standpoint all the licensees will benefit from the tournament feature. The progressives offer some of the biggest jackpots on the Internet and that will work well to drive traffic."
GE is a centerpiece to CryptoLogic's strategic shift to create market and consumer driven products to help its licensees build profitable, sustainable Internet businesses.
This follows the company's recent investment in customer relationship management software for comprehensive player analysis. Chan-Palmateer said the company intends to continue its global approach by offering Java games for instant play and a wider array of currencies and international languages
All steps are aimed at moving the company into higher margin game segments, global markets and extending its reach to mainstream, recreational players.
Chan-Palmateer said the roll-out of GE fits right into the company's bigger plans.
"We don't want to encourage launching software for the sake of launching software," she said.