UK marketing and licensing firm Games Marketing launched i-bar, its operator-branded communication tool, in August. iNTERGAMINGi caught up with sales manager Sam Williams to see how the product was performing two months on...

The i-bar is an operator-branded customer retention and communication tool, designed specifically for the online gaming industry. The product sits on the customer’s browser like a toolbar and provides the operator with a permanent brand presence whenever the user is online.

The i-bar enables operators to communicate with their customers in real-time, allowing them to cross-sell their products, prompting users to bet and enabling the promotion of new offers. Users can place a bet in just two clicks; gain access to all the latest news for their favourite sports and teams; and listen to their favourite national and local UK radio stations.

After launching in mid-August under the Blue Square brand, Games Marketing sales manager Sam Williams said take-up has exceeded all expectations. “Customers love the extensive sports content, and this is continually growing through our innovative ‘Suggest a Link’ feature,” he told iNTERGAMINGi. “It’s great for the operator, as the end user goes home happy and has a great customer experience.”

The i-bar recently went live on the Betfred, Skybet and Unibet platforms, and will be rolled out by many more of the leading sportsbook and gaming operators in the months ahead, details of which will be announced at the EiG show in Barcelona.

After focusing upon UK and US content, Games Marketing is now turning its attention to mainland Europe, with an October launch for Scandinavian operators. Australia will also launch this autumn. “Our offering is comprehensive and tailored to each market, whether your sport is handball or volleyball,” continued Williams.

“We will also launch specialist content sections around major sporting events to help operators to promote their markets on the event and to keep their customers up-to-date with all the latest news.”