The admiral.ro platform marks one year since it has been fully operated by NOVOMATIC Romania

May 2020

ADMIRAL ONLINE marks one year in which it managed to achieve significant accomplishments and strategy changes, thanks to the new operational team of the website www.ADMIRAL.ro. One year ago, at the beginning of May, while other businesses seemed to freeze in the uncertainty of the pandemic context, ADMIRAL Romania expanded its portfolio and successfully took over the operational side of the online gambling platform ADMIRAL, recruited new specialists, set new business objectives and implemented dedicated campaigns, focused on expanding and improving the experience of players, but also on retention.

Initially launched by Greentube Malta See Limited in 2017, with the support and experience of NOVOMATIC Romania, the platform has successfully integrated into the Romanian market and offered a wide range of slots, developed by the most well-known and appreciated providers, such as NOVOMATIC, GREENTUBE, NETENT, APEX, EUROCOIN. Also, it offered players the opportunity to enjoy the experience of classic table casino games, such as Blackjack, Roulette or Video Poker, in the online environment.

The business transfer context was a favorable one because gambling activities were shifted in online, due to the closure of gambling halls. The restrictions influenced the player’s behavior, who had an extra reason to migrate in online gambling for recreation, even if, initially, they did not feel a special appetite for this type of game.

The considered strategy for building the campaigns focused on increasing the visibility of the ADMIRAL brand, a strong and traditional brand, with a presence on Romanian market for over 30 years. The new ADMIRAL Online team relies on the experience gained in managing the land based brand and meets the preferences and needs of customers in the gambling halls, who now have the opportunity to expand their gaming sessions in the comfort of their homes or any other places. Thus, the focus of the ADMIRAL Online team is to create a unique experience for players, and to offer benefits that can be used both online and in the gambling halls of the same Romanian brand.

“The upward trend in online gambling was already predictable, but the circumstances of the last year have favored the efforts and business strategies to focus much more in this direction. For us, this synergy between the player in the gambling halls and the one in online is possible thanks to the unique ADMIRAL brand and we are confident in positive results. The rise of online environment in everyone's life is clear and it is obvious that many customers prefer virtual gaming, as the platforms on which online casinos work provide them with the tools necessary for a gaming experience as close as possible to that of a land-based casino, in a secure environment. I believe that the daily activities of users in online and the gambling market have naturally created a convergence that has proven to respond effectively to consumer`s needs." said Valentin-Adrian Georgescu, CEO of NOVOMATIC Romania.

In the pandemic context, our team has identified a new opportunity and in the last 6 months has acted strongly on the sports betting offer, so we can declare that, nowadays, ADMIRAL Online has become one of the favorite destinations of sports betting players in our country.

In addition, the slot portfolio continues to grow steadily each month and will grow massively with the addition of new top providers to our list of slot suppliers and live products, planned for Q2 and Q3.

In the future, we will continue to rely on a very close collaboration with the NOVOMATIC AG / Greentube, which for ADMIRAL Online will certainly remain the most important providers of content. As proof, all the productions of new NOVOMATIC /Greentube titles are and will be launched on the Romanian market, for the first time and with a temporary exclusivity, through the ADMIRAL.ro platform.

Another extremely important element of the localization strategy to the particularities of the market was the new Affiliate department in the team that coordinates the generic marketing efforts of the new team. This approach contributes to creating a close relationship with the partners, in order to respond much faster to their requests and suggestions. Sharing the common goal of becoming more efficient and more profitable has resulted in increased satisfaction and the number of partners of ADMIRAL Online.