"ICE is an opportunity to showcase our cutting-edge technologies and demonstrate our commitment to innovation"

The inaugural edition of ICE at its new home of Barcelona is just around the corner, set to take place January 20 - 22 at the Gran Fira Via. Among the companies participating will be lottery and gaming solutions provider Skilrock Technologies. Sujit Lahiry, Executive Director and CEO, is poised to lead his company into the spotlight at the event, highlighting its products and participating in one of the panels.

In this exclusive interview with Yogonet, Lahiry provides a sneak peek into the company’s plans for the exhibition, in addition to discussing innovation in the gaming sector, the main achievements of Skilrock in 2024, and what is set to come in the new year.

With 2024 having now come to an end, what were the main highlights of the period for Skilrock? Was the year in line with your expectations?

Reflecting on 2024, it was a remarkable year for Skilrock. Our software team made some groundbreaking innovations with GRS (Gaming Regulatory System), setting new standards in the industry. Additionally, we introduced our new service offering, Marketing Services, which has been well-received and sparked new conversations and ideas.

We were honored that our products were nominated for excellence at prestigious events such as the EGR Awards, IGA, and many more. Already with a robust presence globally, we further expanded our footprint by establishing physical operations in three additional countries - the USA, Nigeria, and Peru. This growth enhances our ability to serve clients locally. 

Moreover, we forged new friendships and partnerships, including with NGX, and expanded our client base in multiple African countries, further solidifying our position in emerging markets.

Overall, the year met our expectations, both in terms of growth and innovation. The industry's advancements aligned closely with our predictions, particularly in digitalization, regulatory changes, and the growing emphasis on responsible gaming. 2024 was indeed a year of substantial progress and achievement for Skilrock, setting a strong foundation for even greater success in the future.

Skilrock is kicking off the new year by attending the ICE exhibition in Barcelona. What can you tell us about the opportunities this show offers and the company's involvement at the event?

It's always good to be back and meet our friends from the gaming world at ICE. This prestigious event is one of the largest and most significant gatherings in the gaming industry, offering numerous opportunities for innovation and growth. We have formed many long-term relationships in the past, and we are hopeful that this incredible platform will once again present opportunities for networking and having fruitful discussions with industry stakeholders.

For Skilrock, it’s also a fantastic opportunity to showcase our cutting-edge technologies and demonstrate our commitment to driving innovation in the gaming sector. We will be presenting our offerings, such as the INFINITI Platform, Scan-N-Play, and our new services additions - Tech Services and Marketing services. These innovations highlight our dedication to enhancing the gaming experience and providing our clients with state-of-the-art solutions. We’re looking forward to engaging with industry leaders, exploring potential partnerships, and solidifying our presence in both established and emerging markets.

The company provides a wide range of products to the gaming and lottery industries, from Scan-N-Play to Instant Lotteries. Which solutions are the ones most in demand at the current time? Do you anticipate ICE attendees will be interested in learning more about them?

With a significant shift towards digitalization as a global trend, emerging markets are rapidly catching up. Consequently, solutions like iLotteries, eInstants, and Scan-N-Play are in high demand. Scan-N-Play, for example, allows players to enjoy lottery games on their mobile devices, providing a seamless transition between physical and digital play. It also caters to the growing trend of instant gratification and digital engagement in the gaming and lottery industries. 

To ensure we meet the latest requirements from operators, Skilrock invests heavily in research and development. We continuously update our platforms to incorporate the latest technologies, to enhance user experiences and operational efficiencies. Additionally, we stay ahead of regulatory changes and integrate compliance measures into our solutions to ensure they meet all legal requirements.

We anticipate that ICE attendees will be very interested in learning more about these solutions. The conference is a great opportunity for us to showcase our innovations and engage with industry leaders to discuss the future of gaming and lottery operations.

Along with its suite of products, Skilrock also offers a suite of Tech and Marketing services to empower its clients. Can you tell us a bit more about what these services encompass and what makes them stand out? In which ways can Skilrock's Marketing services be tailored to the specific target audiences of your clients?

We encounter numerous start-ups that require guidance to establish their operations and implement globally acceptable systems and processes. With extensive experience across 30+ countries and domain knowledge from sister companies operating in the iGaming space, Skilrock offers a wide range of marketing and operational services to its clients so that they can kick-start their operations as per global best practices. 

Established operators often need customized solutions to expand their operations, both qualitatively and quantitatively. Skilrock, with its diverse range of products and solutions and micro-services-based architecture, can easily offer custom development services to meet these needs. The developers at Skilrock have wide-ranging skillsets and gaming industry domain knowledge, enabling us to provide tailored solutions effectively.

"Omnichannel gaming" is a concept that we have seen Skilrock often bring up when discussing its proprietary INFINITI platform. With brands seeking to engage users across multiple channels in a seamless way, how is INFINITI facilitating the crossover between physical and digital? Is this a topic Skilrock will be discussing at ICE?

INFINITI is our omnichannel & omnigaming platform that ensures a seamless gaming experience across the retail & digital channels. By leveraging advanced technology, INFINITI enables operators to engage and interact with players effectively, with ample space for customization and scalability. This means players can enjoy the same exciting games and features, regardless of how they choose to play.

As for new plans, we are continuously innovating and expanding the capabilities of the INFINITI platform. We are exploring new features such as enhanced personalization, improved analytics, and even more robust security measures to ensure a safe and enjoyable gaming environment.

Yes, this will definitely be a topic of discussion at ICE. We are excited to showcase how INFINITI is revolutionizing the gaming industry and to engage with industry leaders on the future of omnichannel gaming.

At the ICE show, you will be discussing the topic "The role of technological innovations in the development of gaming in Africa" at one of the panels. Can you provide us with an overview of what his speech will encompass? 

The adoption of the latest technologies in Africa is booming and therefore, there is a distinct advantage to the adoption of technologies like Blockchain, NFT, AI, Advanced Algorithms, 5G, and Biometric Authentication. One of the significant advantages in Africa pertains to the flexibility and willingness shown by the operators as well as players to experiment and try new technologies.

Due to a large population, scalability and viability of technology deployment are not an issue at all. These factors provide a much unrestricted opportunity to adopt new technologies and innovations. My speech will touch upon these factors influencing the future of gaming in Africa and inspire operators to harness these advancements for growth.

Along with Africa, another emerging market that is capturing global attention is Latin America. Skilrock is no stranger to this region, having sponsored a webinar on this topic last month, for instance. As LatAm continues to evolve, with Brazil in particular as a major focus today, what are your expectations for this market?

The global trends show a significant increase in digital adoption. While retail remains important, the modernization of Latin America's lotteries has recently accelerated. Key trends indicate that those offering a hybrid retail and digital experience are driving growth. Customer experience and exciting content (such as increased sports and instant games) are in high demand, particularly among young adults.

The Latin American lottery market, however, presents a unique landscape. With an average player age in their 30s, there's a pressing need to attract younger adults through digital channels and engaging content. The region's competitive landscape varies, with some countries experiencing intense competition (with hundreds of operators) and others enjoying a monopoly. To stay relevant, traditional games need modernization, and new ones should be introduced. 

The primary digital challenges that are posed are in terms of the registration process, payments, ad hoc features, and try-and-buy options. Skilrock's offerings like Scan-n-Play, OLA, and Paper Lottery modernization can address these challenges effectively.

Opportunities present themselves in the LatAm market in areas such as e-instants, digitalization, localized content, performance marketing, etc. Current lottery content is often US/EU-focused, but there is a growing need for LatAm/country-specific offerings. Marketing strategies in Latin America are underutilized, especially in highly competitive markets where operators struggle with analytics and in monopolistic markets where branding is mistaken for marketing. Our expertise and innovative solutions position us well to capitalize on these opportunities and drive growth in the Latin American market.

We have a new 12-month period ahead of us. What are your expectations for the year and how the industry will develop? And how is Skilrock prepared for future challenges in 2025 and beyond?

Last year, we experienced robust growth driven by an optimistic economic outlook, new client acquisitions, and strengthened partnerships in emerging regions. As we step into 2025, our expectations for the year are high. We anticipate continued growth and innovation in the gaming industry, driven by advancements in technology and an increasing focus on digital transformation. One of the major trends we expect to dominate discussions is the digitalization of lotteries to enhance user experiences, optimize operations, and drive personalized gaming.

Another significant topic will be the regulatory landscape, as governments and regulatory bodies continue to adapt to the evolving industry. We foresee more emphasis on responsible gaming and player protection, which will drive the development of new compliance technologies and practices.

Skilrock is well-prepared for these future challenges. We have invested heavily in research and development to stay ahead of technological trends and ensure that our products and services are at the forefront of innovation. 

Additionally, our expanding global presence positions us well to capitalize on emerging markets and opportunities. Overall, we are excited about the possibilities that 2025 holds and confident in our ability to navigate the challenges and seize the opportunities that lie ahead.