(AsiaGameHub) - Morten Tonnesen, Chief Operating Officer of Bragg Gaming Group, discusses the firm's adoption of Salesforce as its core customer relationship management (CRM) system to improve worldwide operations and the experience for its partners.
Exclusive interview.- With competition heating up in regulated igaming markets, scalability now hinges on operational accuracy as much as on expansion. For providers overseeing numerous partners in various regions, disconnected systems can rapidly turn into a growth barrier, hindering visibility, speed, and overall performance.
In this context, Bragg Gaming Group has made a substantial move in its digital evolution by adopting Salesforce across its global business. After this news, Focus Gaming News interviewed Morten Tonnesen, the chief operating officer, to understand the strategic thinking driving this decision.
In this exclusive discussion, Tonnesen outlines how consolidating CRM systems will improve partner management, simplify onboarding and compliance procedures, and deliver the real-time data insights required for more informed decisions and sustained expansion.
This initiative is described as a key milestone in Bragg's operational development. What was the primary shortcoming in your old system that required this change at this time?
As we expanded, the issue wasn't growth itself, but a lack of clear oversight. We possessed robust capabilities, but they were dispersed among different systems and teams, which hindered precise operations.
Our business is about designing player experiences, and to do that effectively, you require a comprehensive, up-to-the-minute understanding of your partners, your data, and your prospects. Transitioning to Salesforce provides that clarity. It enables us to function as a single, integrated unit instead of a group of separate components.
CRM integrations are frequently talked about in technical language, but from a commercial standpoint, what tangible changes will your partners see because of this shift?
Partners will notice an improvement in the speed and intelligence of our operations.
They will benefit from:
accelerated onboarding
more efficient communication
speedier responses to commercial and operational inquiries
Internally, we will gain a clearer view of each partner's requirements and results, enabling us to be more anticipatory instead of just responsive. In the end, this lets us concentrate on the core objective: assisting our partners in providing superior player experiences and more robust commercial returns.
You refer to quicker lead conversion and onboarding. How does a consolidated platform like Salesforce actually create speed improvements throughout your commercial activities?
The most significant benefit stems from synchronization and automation. When all personnel operate within the same unified environment, many delays caused by manual tasks or separate systems are eliminated.
Data moves more fluidly between departments, processes are better organized, and approvals are obtained more rapidly. This allows us to progress from first contact to onboarding and going live far more effectively than previously.
In a tightly regulated sector, compliance is paramount. How does unifying your CRM framework bolster your capacity to function in numerous jurisdictions?
In our field, compliance is not a choice; it is a fundamental requirement. By unifying our CRM framework, we can standardize procedures and guarantee uniformity in how we handle documentation and partner communications.
It also provides our compliance departments with improved insight into partner actions and the regulatory demands of each region. This is essential when operating in over 30 regulated markets and needing to swiftly adjust to local regulations.
With more unified data and insight, how will this affect Bragg's approach to spotting opportunities and aiding partner success?
Data only holds power if it can be acted upon.
By consolidating all information into a single system, we can progress past simple reporting and into immediate decision-making. We can identify what fuels player interaction, which partners are generating the greatest value, and where the next expansion opportunity lies.
This enables us to direct our efforts where they will be most effective: on creating enhanced player pathways and improved revenue results.
Overseeing more than 250 partners across over 30 regulated markets is intricate. How does this integration enhance cooperation among your commercial, compliance, and operational units?
We have essentially broken down the walls between teams.
Commercial, compliance, and operational units now:
access the same data
adhere to synchronized workflows
possess complete visibility into partner status and activities
This diminishes isolated operations and misalignment. It also means problems can be addressed more quickly since all teams have the same information and background.
How does this Salesforce integration align with Bragg's wider digital transformation plan, and what possibilities does it create for the next stage of your international growth?
At Bragg Gaming Group, we have a very clear direction. We are constructing a player-focused, games-led enterprise driven by intelligent, scalable technology.
Deploying Salesforce is a cornerstone of that path. It reinforces the foundational structure supporting all our activities, from partner support to the optimization of player experiences.
This is not the final destination; it is the springboard. It provides us with the base to expand more rapidly, operate more intelligently, and keep developing the types of gaming experiences that foster genuine engagement and lasting value.
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