Virgin Games' diversity of software providers (the Internet gambling company uses a mix of Boss Media, Wagerworks and St Minver in its offering) had the potential to cause player frustration with its cross-platform nature, and the company has sorted the matter by taking it all under one virtual roof.
The result of the new centralised system is that players have only one central log-in destination to remember, and the convenience of a single e-wallet facility as Virgin becomes an operating company in its own right working from one common platform.
"This development will provide a streamlined customer experience by offering players the opportunity to play across multiple gaming products using a central sign on solution and a single Virgin Games wallet," said a company spokesman this week. "The operation of Virgin Games gaming service was formerly outsourced to three different operators; Wagerworks for Casino; Boss Media for Poker and St.Minver for Bingo. The operation on the new Virgin Games platform has now been taken in-house and will be managed centrally from our head office in Guernsey."
Under the new system, players now only need to register once to become a Virgin Games player and browse through all of the games at Virgin Poker, Virgin Casino and Virgin Bingo. Additionally, under the new system, Virgin players will be able to play for bonus promotions and Virgin Games loyalty points, V-Points, across all games offered.
The strategic shift to become a fully fledged gaming operator has taken place at Virgin Games over the last 18 months. The company now operates using two gaming licenses held in Alderney and Malta and runs an in-house customer service call centre as well as owning and co-ordinating player databases and payment processing systems.
The 24/7 customer service solution will bring all consumer touch points together in-house including telephone, email and web-chat communication resulting in greater control, improved efficiency and an all round excellent customer experience, the company claims.
Simon Burridge, CEO Virgin Games, comments: “In developing and taking ownership of the new customer experience program, we have focused on creating the best possible value and service for our customers. Here at Virgin Games, we live and breathe the Virgin brand values and feel taking the customer service department in-house and integrating all three gaming services allows us to continue to deliver the unique Virgin experience that our customers have come to expect.”
“Our players have told us that they would like to see a wider range of games at Virgin Games and we intend to give them exactly what they’re looking for. There have been some very exciting new games brought into the market recently and we look forward to introducing them into the Virgin Games product offering” said Burridge.