CryptoLogic is well known among online gaming fans because of their work with Marvel on some of the best-known licensed game content on the web. Now, the company is moving to continue its growth even without the North American market, and Justin Thouin explains how to Casino International.

Casino International: What does Cryptologic do for their customers?

Justin Thouin: Cyptologic is a full-service turnkey provider of Casino and Poker software. So what that means is that if you come to Cyptologic we can offer you over 200 casino games in a download fashion and over 60 in a non-download fashion. We also offer an interactive floor, the only one in the industry, which means that our customers can replicate whichever Casino environment they want to see and move it from a land-based model to online – so you can see a Intercasino or a William Hill casino or a Playboy Casino. We offer all the client front end stuff, we also offer financial transaction software through our proprietary software called E-cash. We also offer 24/7 customer service, in seven different languages and we also offer marketing and management services for the likes of Intercasino, VIP Casino and Playboy Casino. So we're really a full service provider we can offer as much or as little as the customer requires. Customers like William Hill choose not to use us for their customer transactions or customer services but they do use our software.

CI: With the collapse of the US market, you're looking for new licenses. How are you actually going about that?

JT: Part of it is just making ourselves known, in the past we prided ourselves on making the absolute best product, and the best services to our current set of licenses, so we weren't at the trade shows, we didn't have a business development management team per se and we didn't have the market, so a lot of it is just getting out there and just having a dedicated resource within the company whose sole focus is to acquire new customers.

Also, we are acquiring interesting new licenses – we just signed an agreement to do Spiderman and the Fantastic Four which we are hugely excited about since Spiderman is the biggest comic book of all time, so the movie franchise is the largest franchise of all time. We're excited and we can't wait to tell that story to potential licenses.

CI: You're also launching a new Bonus Pack 12 collection of games, right?

JT: Yes, we recently released Bonus Pack 12. Our strategy moving forward is to do fewer games that have bonus packs but more often. So in the past we released sets of 10-15 games twice a year; our new strategy is to offer anywhere between two and four games every two months. So we released four games in Bonus Pack 12, in September and we're very excited about them.

The reason we're offering fewer games more often is because players need new fresh content often because they start to feel either bored with the games or they start to feel unlucky because the house does generally win. Once they feel unlucky it's really important that you refresh them with new content. to get them to play the games over again. So two months is much better than six, as it gives the licensee, the customers something to market all the time, it gives them something fresh to talk about. We find we come up with new games there is an immediate spike in revenue, so it's good for everyone.

CI: So fewer games more often will mean you will see more players sampling more games, whereas if you launch eight or nine, people will find two or three they agree with and generally stop there. Is that the thinking behind this move?

JT: Exactly right. This is going to allow them to have a broader base of games that they'll try. Sometimes, when you look on a menu, if there's over 200 games there it's overkill and no-one will try everything as it's too much to go game after game, so hopefully by adding a few at a time people will get familiar with these and will stay with them, and continue to grow their suite or set of games that they play. So they end up being loyal to more games and we meet their requirement so they don't need to game elsewhere – that's the goal.

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