Eelco ten Broeke interview, ComeOn Netherlands
And there was processing of the license for the ComeOn brand in the Netherlands. It marked the beginning of an even busier period for Eelco ten Broeke, the country manager for ComeOn in the Netherlands. Since the announcement at the beginning of September, all attention has been focused on the moment of going Live. Date that this week.
Eelco ten Broeke
Eelco ten Broeke grew up in the Netherlands and at both The Hague University of Applied Sciences and Hong Kong University.
In 2005, he joined Docomo Digital (now Bango), a mobile commerce company that processes online payments.
From 2013 to 2020, ten Broeke worked as B2C director for Songo Media, a mobile commerce incubator in Tel Aviv.
In 2021 and 2022, he fulfilled the role as Growth Director at E-commerce aggregator TCM Digital.
Since 1 July, Ten Broeke has been the Country Manager for the ComeOn brand in the Netherlands and is also living here again.
Last Tuesday the brand launched Come on in our country. We spoke with Eelco ten Broeke about the new world of online for him, the launch, the (im)possibilities of ComeOn Netherlandsand more.
How are you Elco?
It’s going great and thank you for inviting us to tell our story. The past few months have been incredibly busy and energetic, but we made it!
We went live en route and now it’s my turn. Now I have to do it, approach the consumer with a fantastic range of games and an excellent customer experience within our secure casino environment. I’m really looking forward to that.
I understood that it came faster than expected.
I can tell you that we were pleasantly surprised when we got the permit. The preparation of the permit application by the head office was fantastic, that is clear. The project is well managed and communication with the Ksa was very good. That gave me a lot of confidence.
How has the past period been? What was it like before the application and when that application was running, and how has it been since you got the permit?
I can tell you that with that license application, a very strategic plan was devised to market our flagship ComeOn in the Netherlands. When the market opened, that was one of the first decisions we made: ‘We are going to the Netherlands in a safe and sustainable way for everyone.’
It is an important yield. This year we received our local license in Ontario, Canada and Germany Sportsbook, so the Netherlands was a logical addition.
Since July 1, I have fully focused on mastering the iGaming industry. That was a success, mainly thanks to the help of my colleagues. Also with the help of local parties such as CasinoNieuws business has become much more.
What is your background? How did you end up at ComeOn?
I have a digital marketing background. For almost 20 years I have been moving in the world of digital content for intermediate digital products and services. So I’m actually a digital marketing guy with a read more” title=”Product-driven growth attitude”>product-driven growth attitude. I come from an industry that is also fully regulated: the industry of read more” title=”Immediate Carrier Billing”>direct billing via provider. That was also in an international context; we have registered in many countries.
The foundation of the future success of the ComeOn brand in the Netherlands lies in listening to the customer. I want to continue to redefine our product roadmap based on good and substantive feedback from consumers. We do have some things planned, but consumer feedback will be a guiding factor in the development of the product. I’m really looking forward to that.
Do you see an online casino purely as a marketing machine that has to run? If you want in terms of games, and other things, it is difficult for you to find different payment methods nowadays.
It is sometimes difficult to differentiate yourself, but we enter the market with confidence to realize a fantastic customer experience.
You have also been on the digital content side for a long time, then you know of course how important acquisition is. Marketing is crucial for growth. However, marketing and acquisition marketing is not the foundation of success.
As you mentioned yourself, it is not always easy to distinguish yourself within the iGaming industry. But if you know the basic needs of the customer, you can make a difference. We offer a safe playing environment where we do everything we can to listen to our customers. The feedback we receive will then translate into a product development process developed by our customers. If we do this right, customers will stay with us and become part of the future of our online Casino.
Retention also has a marketing effect, of course, but I am firmly convinced that a retention is ultimately a product and communication. When you can use that, and use your resources to keep retention at a high level by using and developing products that customers really want, that’s where you can differentiate.
Another way of differentiating is by putting unique products on the market. ComeOn has a leading role in the field of product innovation in the countries with products such as WeSpin. With regard to the roll-out of new products in the Netherlands, I can therefore say ‘Stay tuned’.
What is WeSpin?
WeSpin is a product that gives streamers and indoor customers the opportunity to play our Casino. The beauty of WeSpin is that it harnesses the power of socially connecting with responsible gaming within a safe environment.
But that doesn’t launch this first period right away?
No, Wespin will be hired when we are ready.
What should attract people to ComeOn on Day 1?
One of the decisions we’ve made to help differentiate ourselves from the rest is not to work with complex bonuses and bonus terms at the moment.
With us it’s simple: we give you free spins the moment you make a deposit. The wagering requirements are completely simple: place your bet once and win the free spins.
This is part of the larger vision of the ComeOn brand in the Netherlands. One of the ways you can make an impact is by creating clarity, I think. Deliver what the customer expects from you: a beautiful brand and an excellent and safe product experience. We deal honestly with the consumer to listen carefully.
In other countries, the ComeOn Group has casinos with more local names in addition to ComeOn. Have you never thought of starting StroopwafelCasino.nl?
If you have a flagship brand like ComeOn behind you, it makes sense to put that brand first. The multi-brand strategy that we are pursuing in most countries is successful, but not yet relevant for the Netherlands at the moment.
My vision is that we should get to know ours first. We need to understand what the needs are and what the behavior is that we see. Based on that knowledge and data, we can decide whether to put another brand on the market. But first let’s listen to the consumer.
What can we expect from ComeOn in the Netherlands in terms of marketing?
We decided to explore the market and use our digital power during the early days. You can always decide to activate other channels at a later time. Digital also gives you the opportunity to communicate, to really convey a message.
Is that decision for digital motivated by the advertising restrictions and the upcoming ban on untargeted advertising?
No, that has been our strategy from day one. In accordance with the guidelines and of the products, it is and is clear that digital is a logical channel.
Is part of that focus on digital marketing also to work directly with affiliates?
Yes, under clear conditions. We only deal with those affiliates who are committed to the legal and regulatory obligations that have been drawn up.
ComeOn does have sports betting in other countries, but that is still lacking in the Netherlands. How did that happen?
Yes, that’s right, we’re not going Live with Sportsbook right now. But if you look at the ComeOn brand in all our other countries, there is no doubt that we also have sportsbook on our radar in the Netherlands.
This makes the World Cup what many parties see as an important event.
That’s right, but the focus on Live Casino and Slots is enough for the coming months.
And other verticals like bingo and poker?
At the moment, those are not planned yet.
In the Netherlands you use ORYX as a platform, in the other countries you have your own platform.
In all other countries we are really with our own platform. In the Netherlands, we decide to go with ORYX, relying on their local expertise. This gave us the chance to go live the moment we were supposed to receive.
Are you going to join a trade association in the Netherlands?
Those talks are ongoing. All focus at the moment, however, on a successful launch.
Unibet was very clear about its goal in the Netherlands. Do you have those kinds of goals for yourself – or the company for you?
I’m currently working on the qualitative objective, that’s what it’s all about.
Do you feel at home in this world? As a new entrant to the world of growth, regulation, laws, restrictions, and more, I mean.
Yes, luckily I feel very much at home in it. Even with all those teams that are now working so incredibly hard, I feel tied down. I see that everyone I work with has a strong focus on delivering quality and consideration for the future of the iGaming industry. That really falls open and that’s beautiful. Do I feel comfortable? Yes, because I see that it is in the future and not in the past.
No crooked faces with friends or family that you now work for an online gambling company?
No, I didn’t get any negative reactions to that. In the Netherlands, there is a regulated industry that takes on a role where playing pleasure within a safe industry environment is paramount. That’s nothing to be ashamed of.