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International betting company Parimatch has been gradually changing its approach, shifting from a purely betting company to a more technology-driven one.

It has invested heavily in tech development to diversify its business in the broader betting industry.

Its latest product, the role-playing game Footboss, is the next step in that evolution in becoming what the company calls “Netflix of the gambling world” – a creating a multi-pronged offering for customers.

Parimatch's Chief Product Officer, Sergey Berezhnoy, explains that Footboss takes its cues from the adventure gaming world.

The game brings gamification into the fold and has been designed to entice players to return and play daily to improve their skills and win prizes.

“Our goal was to help the player have fun creating their own football story,” Berezhnoy says.

Berezhnoy explains that the idea for the game came about as an alternative to the “boring campaign and promotional offers” that were running ahead of Euro 2020, before it was postponed.

Footboss, he says, diversifies the reason why a user returns to Parimatch. They not only log on to check the odds in various sports and place a bet but also to play Footboss games and win prizes. A crucial part of this strategy is that the game is free to play and is about generating brand loyalty.

“We specifically made a short game session so that players would not get stuck in it for hours, and after a couple of boss fights, they would return to their business,” he says.

Parimatch began advertising the game earlier in the year with Euro 2020 in mind. After the tournament was postponed to next year because of the pandemic, the game remained viable, Berezhnoy says. People were still interested.

Upon launching, the game attracted 100,000 players that took part in over one million battles and completed over 350,000 quests, and opened over 400,000 loot boxes to claim prizes.

“We consider the launch a success because we have given players new experiences, expanded the platform's capabilities, and identified growth points for interaction between games and betting,” Berezhnoy says.

The first version of the game had just provisional features with Parimatch now planning to add more in the future.

“We plan to add new mechanics such as player-versus-player (PVP) so players can compete against each other. The PVP format will enhance the engagement and variety of gameplay through the fight's emotions, new team assemblies, item sets, and tactics. We also think about integrating actual events from the world of sports regarding betting promotions,” Berezhnoy says.

Read more on Parimatch:

- How Parimatch made the switch from betting firm to ‘proactive tech company’

- How Parimatch shifted its focus to become a tech company with the help of open source

- Not Reserved: Why Parimatch is doubling down on its communications strategy