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Skill On Net Ltd Casinos

Skill on Net Ltd are one of the leading operators and providers of online casino sites to the UK and European market. Founded in 2005, the company have grown rapidly.

The company are what is known in the industry jargon as a ‘white label’ casino provider. This means that they provide site designs and back up services for other casino operators. The company also operate their own online casinos.  They hold a UK license under license number 39326

At the time of writing, there are around forty different online casinos operating under the Skill on Net banner. Their most famous brand is PlayOJO.

Why are SkillonNet Casinos so successful?

The company’s rapid growth has been built around two basic strategies. The first is focused on providing a top quality site software template and excellent back up services for their own and their partner operators’ casinos.

One of the distinctive qualities of Skill on Net operated and designed casinos is that each brand is unique. At first, this can seem more like a disadvantage – surely a kind of ‘house style’ helps a casino designer to stand apart from the competition? In fact, as so many of their white label rivals have found, having a standard ‘one size fits all’ template may make it easier to churn out new casino sites, but it is not a good long term strategy.

This is because from the player’s point of view, such casinos tend toward blandness. They have the same overall design, and feature much the same games. There is therefore little to set them apart from other casinos on the same software or network. “Once you’ve seen one, you’ve seen them all” is an often heard criticism of such casinos, and this characteristic makes it difficult to attract new customers.

Skill on Net designed and operated casinos tend not to suffer from this problem. The company design each casino to be as unique as possible, and they are largely successful in this approach. PlayOJO, for example, looks nothing like any of its stable mates. Even its marketing and advertising is designed to emphasise its quirky and distinctive qualities. It is this kind if ability which no doubt attracted the owners of the unconventional slot / bingo hybrid brand Slingo to sign up for the Skill on Net service.

This ability to provide unique and distinctive sites is complemented by a superb range of comprehensive back up services. Operators signing up to Skill on Net can choose from the full range of management, marketing and support services, or choose to run specific functions in house.

The full suite of Skill on Net support services includes platform design; full licencing for whichever territories and markets in which the new casino owner wishes to operate; a wide range of player deposit payment options; full marketing services to attract and retain players, which can be customised for each casino and territory; and finally a customer support service which can support a casino’s players round the clock, in any of over a dozen different languages.

The flexible nature the Skill on Net platform means that casino owners can decide to pay for the full suite of management services, or take on specific functions themselves.  They can, for example, decide to provide their own customer support service, or rely on the outsourced Skill on Net provision.

It is this flexibility which is at the heart of their second successful strategy – the other main focus of the company’s two pronged approach. After all, it is not sufficient to merely provide an attractive and functional looking casino with excellent back up and customer support services. You have to offer quality games and promotions in order to attract and retain players.

To satisfy this essential requirement, Skill on Net have signed licencing agreements with an astonishing range of gaming software suppliers. These include all the biggest names, such as NetEnt and Microgaming, as well as a comprehensive range of other innovative and up and coming providers. These include names such as Eyecon, Foxium, Play ‘n GO and Thunderkick.

What’s more, further brands are being added to the roster all the time, with providers like 1X2 Network and Push Gaming joining the company’s list of licenced suppliers early in 2021. In addition, the company also runs its own in-house game development service, operating under the GVG (Green Valley Games) brand. In fact, at the time of writing, casino owners can choose games from over fifty different software suppliers, providing a total portfolio of over 3,000 games to choose from.

With such a comprehensive selection of software options, every operator on the Skill on Net platform can compile their own unique suite of games to suit their own tastes or target market. This ability further strengthens Skill on Net’s reputation for producing entertaining and distinctive casinos which are popular with both operators and their players.

Challenges For Skill On Net Ltd

Skill on Net, like all the major players in the online casino industry, faces several conflicting challenges in the current market. On the one hand, the unique challenges of the Covid pandemic have offered increasing opportunities for online casino operators. The enforced isolation and lack of alternative social opportunities for their players has tended to increase customer numbers, and the amount of time and money spent per player on online games. This has enabled many operators to increase revenues in recent years.

On the other hand, governments and licencing authorities are well aware of this effect, and are stepping up attempts to regulate the market in order to restrict the harmful effects of overspending and prevent further increases in problem gambling.

Like many in the gambling industry, Skill on Net Ltd have fallen foul of government regulatory authorities. June 2020 saw the company fined SEK 14 million (€1.4m, £1.2m) by Swedish Gambling Authority (Spelinspektionen) for breaking the regulator’s rules on player bonuses. The company is also under investigation for failing to ensure that players registering under its licence agreement are genuinely considered to be permanently resident in Sweden.

Skill on Net Ltd: The Future

These regulatory breaches aside, the future for Skill on Net seems bright. Its reputation within the gaming industry is unaffected. It continues to offer consistently high quality casino designs and a comprehensive range of gaming options. Its popularity with both casino operators and their players seems assured.

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