European online gaming company iGame has chosen Maxymiser, the global expert in testing, personalization and cross channel optimization for online businesses, to increase conversion rates across its comprehensive portfolio of online gaming and betting products.

iGame, whose broad suite of gaming brands encompasses poker, sports betting, casino and bingo products, will work with Maxymiser to implement a structured customer experience optimization programme, including personalization and mobile testing, as a key part of its long-term growth strategy.

“The customer sits right at the center of our business, so it’s vitally important that we have a detailed understanding of our users to help inform decision-making and ensure the company is moving in the right direction,” says Atte Sarantila, Casino Manager at iGame. “Up until now, we had only been able to do limited optimization work on our sites using Google Content Experiments – so, with limited resources, we’ve only been able to take small steps forward. But our partnership with Maxymiser will transform our ability to test and help us to generate the customer insights that can fuel our growth.”

iGame currently operates six sites – including some of Scandinavia’s most popular gaming websites including, and With its core markets being in Finland, Sweden and Norway, iGame’s long-term optimization roadmap will eventually see it carry out tests on the local sites in local languages. Initially, however, it plans to begin the testing programme by focusing on its global sites in the Nordic countries, where it has its largest customer-base – and evaluating which best practices can be transferred to country-specific sites. “In the medium term, we plan to measure the sites that are made for specific markets, where our customer-base is different and we know that the results will be different too. Maxymiser provides us with the opportunity to understand those differences and develop our services in line with customers’ needs.”

iGame’s key objective is to improve conversion rates across all of its sites which in turn will fuel growth. As such, the early phase of its optimization programme will examine some of the most important areas of the sales funnel. “We plan to start by looking at two of our most critical conversion points – sign-ups and deposits – and identifying those areas where small changes can make a big difference,” says Atte Sarantila. “For example, we know that by making improvements to the sign-up page and removing aspects that are uncomfortable for our users, we can not only have a positive impact on revenues, but we can significantly improve the customer experience. And at the same time, we will be generating vital, measurable data in the background and getting to know our customers even better. This can only help our decision-making in the future.”

Maxymiser’s targeted experience in the gaming sector, as well as its global reputation as leaders in customer optimization, were key factors in iGame’s decision to select them as partners. “Maxymiser has really good experience in working with the online gaming industry, and were able to demonstrate real expertise and understanding in our marketplace,” says Atte Sarantila. “At the moment, we are at the very beginning of what we think will be a long, productive and beneficial journey. We are extremely confident that working with Maxymiser will be really helpful for us.”

Published on: 9:11AM on 26th June 2013