Having an established land-based gaming brand can be a strong selling point but may not guarantee success in online gaming, it has been claimed.

Stefan Hamann, head of sales and business development at Dragonfish, the independent B2B division of 888 Holdings, told iNTERGAMINGi that land-based companies considering moving online should not rely on their reputation alone.

"You still need a decent marketing budget as a powerful brand alone won’t deliver the customer acquisition trail in today’s competitive market," he said.

"However, there is no doubt it is a benefit. Players already have an affinity with that brand and what it stands for. It gives you the platform for immediate trust, credibility and recognition."