Kindred mulls wider roll-out of VIP casino following Nordics success
Group refuses to rule out Storspiller.com model being introduced across Europe as firm eyes competitive edge in customer care
Kindred Group is mulling a potential roll-out of its new high-roller casino site in to new markets following a successful Nordics debut, EGR Intel has learned.
Storspiller.com, which recently launched in Norway and Sweden only, targets higher rollers who spend more than £200 each month.
Speaking with EGR Intel, Kindred Group’s head of Nordic public affairs Peter Alling said the initial launch had been a success and “matched Kindred’s expectations”.
Alling said the operator had initially limited the launch to the Nordics-only as customers in the region were the “the most advanced” when it comes to digital consumer behaviour.
However, the Kindred man believes the high-roller model could also work in other markets and said there was the possibility of launching Storspiller.com beyond the Nordics.
“We haven’t ruled it out, but for the time being it is only available in Sweden and Norway,” said Alling.
“This is a group of customers that already exist with all operators, it is nothing new but no one seems to think of them or care for them especially.
“This group of customers place a greater demand and have higher expectations so as a multi-brand operator we thought we should have a brand especially to cater for their expectations and needs.”
Alling defended the choice of name for the site, translated into English as “high roller”, as it wanted to be honest with its target audience.
“We are aware that it might cause concern to some people, especially when it comes to responsible gambling, but it’s also about being transparent and honest about market reality,” said Alling.
“Everybody knows there are a group of customers who gamble on average more than the average gambler does, but no one seems to speak about them.
“Why hide behind a name when the intention is to actually deliver something for this group of customers.”