“Remember that whilst consumers access content in new ways, as technology constantly evolves, they are still passionate about the same things.” Meet Dean Rayson, Business Development Director for ICS Media Group.
Hello Dean, hope you are keeping well?
Hi Marius, I’m very well thank you.
How did you come to enter the online gaming space and set up your company?
ICS was founded in 2002 to provide a range of services for bookmakers, including live football radio and off-tube commentaries and written content. Our company directors came from TeamTalk Media Group PLC and already had significant experience in the world of journalism.
Can you tell us a little about how your company business is structured?
ICS started as a content supplier but has since grown and now employs a large number of full-time, part-time and freelance staff. Since 2011 we have offered written content in a number of languages and in 2014 moved into translation services. This means we now employ a large number of international staff, both in the UK and globally, covering over 60 languages and 70 territories. Aided by the rise of social media and the importance of Google, we set up a digital marketing arm, ICS-digital, which deals with SEO, PPC, link building and social network promotion.
What make ICS Media Group unique? What do you have that will make you succeed that some of the other companies maybe don’t have?
We have dedicated staff based in the UK and across the world, with access to local knowledge and who are able to write and record content in the most appropriate style. Furthermore, this network of journalists allows us to deliver content that is not only locally specific, but also globally relevant. We only ever employ native speakers on international projects and are able to respond to any request. Our in-house tech team has the knowledge to be able to develop and deliver projects in a number of methods, while we prefer to develop partnerships with clients, advising them on the best way to do the job requested and adapting should the need arise.
Which markets do you focus on and do you see any potential in the emerging markets?
With the World Cup approaching, Russia is a huge market for us, particularly as we already work with a number of clients based in the country. The same is the case with Africa, where we broadcast a weekly sports radio show and are keen on developing our presence there while we have just launched services in Gujarati, which is the third language on the sub-continent that we can cover.
What challenges and opportunities has the move to mobile presented you with?
Content always needs to be engaging regardless of which industry you are in, and there are clear presentational challenges when it comes to mobile. However, having a presence in developing countries has actually helped us – most people in Africa access the internet by mobile so we had to deliver content which was mobile friendly by default.
Are there any other exciting plans in the works that you can tell us about?
There are a number of exciting plans in the offing for Q3-4 2017. Our horse racing service BeforeTheOff.com has just gone live with a major UK national newspaper while we will be launching a dedicated Match Centre which is content-rich and focuses on all leagues in all territories for the 2017-18 football season. We are also hoping to expand our audio commentary provision significantly. We will be commentating in Croatian for the first time this season, while the number of matches upon which we will commentate is set to rise.
What is the main thing that you’d like SiGMA readers to know about your business?
There is no operator in the iGaming sector who could not benefit from at least one of the services ICS provides – we truly are a one-stop shop and thoroughly understand the sector. Whether it’s written content, audio and video, translation, marketing or social networking – ICS can deliver.
What two pieces of advice would you give to any entrepreneur starting today?
To foster a fun working and flexible working environment and to harness the enthusiasm of your colleagues. Remember that whilst consumers access content in new ways, as technology constantly evolves, they are still passionate about the same things.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
This is one of my guilty pleasures. I do like a good slot! The standard answer is to ensure the kids are set up for life. The fun answer would be a 12 month sabbatical following every major sporting event around the globe.
Are you ready for SiGMA17?
Yes. Ready and waiting! 2016 was my first SiGMA and was an excellent event. I’m sure this year will replicate the success especially with it’s growth.
|Relive the highlights and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.
||Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?