Insider Look at Merkur Gaming

From the land-based gambling arena to taking on the online world, Merkur’s popularity is steadily on the rise. Where did it all begin? Which regulated markets do they operate in? All these questions, and more, answered in our exclusive interview with Natasha Goffman, Head of Affiliates at Merkur Partners.

1. We can’t talk about Merkur without mentioning Gauselmann AG. For any of our members who aren’t familiar with these two, what’s the connection?

Merkur Partners is the official affiliate program within the online gaming arm of Germany’s Gauselmann Group. The Group has nearly 60 years of gambling experience, 10.000 employees worldwide and more than 2 billion in annual revenue. Until recently the Group was mainly focused on offline, retail and B2B activity. Recently the company decided to enter online regulated markets, offering proprietary Merkur slots, alongside with other 3rd party products.

2. What is the significance of the sun represented in the logo?

The logo of the Gauselmann Group is the laughing Merkur sun, Germany’s most popular gaming and good luck symbol, that is increasingly recognized beyond Germany’s borders as a synonym for modern leisure-time entertainment “made in Germany”. Over the past 60 years the Gauselmann Group has developed from a one-man business in 1957 to an international group of companies, committed to providing leisure-time entertainment and gaming fun with small stakes and prizes, being always true to our motto “More than a game”.

3. Merkur Gaming’s roots are in manufacturing gaming machines in the land-based sector, so how did the company break into the online market?

By acquiring edict egaming, the Group adjusted the same famous land-based slot machines into online environment, offering players a possibility to enjoy their beloved slots from terrestrial casinos online. Many know about the connection of Merkur Gaming and the Gauselmann Group, but it is worth mentioning that there are other offline divisions that were brought online in the recent years. Among them Blueprint Gaming in the UK and Cashpoint solutions in Austria and Denmark.

4. What makes the platform unique? With regard to the brands under the Merkur Partners umbrella, is the platform software licensed out or are each of the brands owned and operated by the company?

There is no doubt that Merkur slots are a big success in the land-based sector. Having the same game offering online positions us strong in the egaming market. Partners who promote Merkur Partners brands can benefit from our recognized offline presence and impeccable reputation of the Gauselmann Group behind the products. All brands under the Merkur Partners umbrella are licensed in their respective countries and are operated by different entities within the Group.

5. There have been a number of games released through the years. Have the land-based titles been converted or is the online game portfolio completely different?

Online we are offering the same games as in land-based sector. In addition, the group is offering and developing games specific for the online offering.

6. More than ever before, licensing and regulation is a critical part of online gambling operations. You cater to the European market, so for anyone that assumed the products were reserved for German players, where is Merkur licensed?

Our strategy is clearly focused on building our export presence in a controlled manner in well-regulated markets and co-operating with licensed operators. More and more countries are regulating the online gaming sector. Online gaming with and for money has developed into an important industry as a consequence of demographic change and altered user behavior due to the mobilization of society. The Merkur brand is currently active in the following regulated online gaming markets in Italy, Spain, UK and social casino for Dutch market, soon to be launched within Merkur Partners affiliate program.

7. Are there any new games or exciting things planned for this year?

We have relaunched our Italian site end of last year and right in time for LAC our UK facing brand cashino.com got a completely new look. We are also increasing constantly our games portfolio both proprietary and by third party content to face popular demand from our customers.
For recreational players we have also launched our social casino brand Merkur24 (soon to be available within Merkur Partners) in the Netherlands and will expand into more European markets throughout the year.