Don’t hesitate, PressEnter: CEO Lahcene Merzoug on the company’s new corporate identity

Last month, PressEnter Group – formerly Betpoint Group – unveiled its new corporate identity, marking the start of a new chapter for the company that has grown at an incredible rate in recent years.

Steering the Group into this new chapter is a new management team led by CEO Lahcene Merzoug, who joined earlier this year with a mission to spearhead growth as the company continues to go from strength to strength.

“Betpoint Group was born in 2018 when the team behind 21.com took it over. Prior to that, Betpoint was providing the platform and licences for 21.com,” explains Mr Merzoug, affirming that, since then, the business has grown at an incredible rate, going on to launch several other brands including JustSpin, NitroCasino, NeonVegas, UltraCasino and Rapid Casino.

“It has been a speedy rise and, today, we are a sizable organisation with a workforce that has more than quadrupled in the last 12 months alone,” he smiles.

The CEO believes that the rebrand to PressEnter Group will continue to establish the business as a tier one organisation in the global iGaming industry, maintaining that, with “tremendous momentum” now behind the business, the team feels it is the perfect time to unveil a new identity that matches the company’s ambitions to become an industry power player over the next few years. “We see our fast-moving business as being a mix of technology, entertainment and iGaming, which PressEnter and our new corporate identity captures perfectly,” he says.

Shedding light on the process behind the rebrand, the CEO explains that the team started from scratch, kicking things off with brainstorming sessions with different members of the team and several creative agencies. “We knew we wanted an identity that combined technology, entertainment and taking a new and modern approach. To capture this in a brand, logo and corporate identity, we had to come up with something that was simple and minimalistic, as this ultimately reflects the time we are in,” he notes, highlighting that the resulting rebrand consists of a new name, logo, website and accompanying business and marketing collateral.

“PressEnter is based on the concept of pressing the ‘enter’ button on a computer keyboard and the execution that comes with it. It also stands for decisiveness and always being the first to take action. These are qualities that we have built into the culture at PressEnter and which underpin how we go about our business,” Mr Merzoug maintains.

As for the visual identity, he continues, the logo was inspired by the ‘blink’ one sees when typing a document, and replicates the simplistic approach to communication in the digital world. “We have used a monotone palette as a base, with pops of colour for our various business divisions (PressEnter Group, PressEnter Partners and PressEnter Media). This is a timeless solution that captures our bold and ambitious approach to the industry,” the CEO says.

The primary benefit of the rebrand, he continues, is that it allows the company to showcase its identity and culture. “We are a growing, skilled organisation that prides itself on its ability to quickly adapt and overcome entrepreneurial challenges in the most dynamic markets around the world,” he maintains, describing PressEnter as “the crossroad where industry knowledge meets hands-on experience, and we will use this to not only meet but exceed our ambitious targets.”

Of course, Mr Merzoug continues, it is not just what the team behind PressEnter delivers, but how they deliver it. “We operate on a foundation of transparency, camaraderie and mentorship. Our team members are the only thing that is better than our products and we make sure to never let a single member of this incredible organisation forget that. At PressEnter, we employ the best talent in the industry – some of it is homegrown and some of it is onboarded from other organisations – and we will continue to strengthen our team under our new corporate brand.”

The rebrand to PressEnter, the CEO states, will also help in this regard. “We challenge boundaries and are determined to attract the brightest minds in the business. These are individuals that are not happy to just stare at the ‘blink’ but instead, PressEnter.”

Speaking of what differentiates PressEnter from similar organisations, Mr Merzoug acknowledges that, while it may sound like a cliché, the team has always looked to strike the right balance between being a place of work and also a place where employees feel welcomed and appreciated. “Our culture is similar to that of a family and, despite growing rapidly over the past 12 months, we have maintained this culture,” he affirms. He adds with pride that, for many, the process of growth can lead organisations to become corporate and slow[1]moving, but PressEnter has been able to avoid this, staying agile and nimble in order to react to changing market requirements.

“We have gone to great lengths to find the right talent for our business, and we never settle for second best,” the CEO continues, revealing that many want to join PressEnter because of the company culture and incredible team of people. “This means we have to be selective and find the best person for each role. By having the right people in place, and providing them with an environment in which to push boundaries and succeed, our employee turnover is low and this is something we are incredibly proud of.”

Divulging PressEnter’s growth strategy moving forward, Mr Merzoug explains that the plan is to continue to grow organically in the markets where the company is currently active. This includes launching new brands such as Rapid Casino, which made its debut last month.

“We now run six online casino assets, and each has been designed to meet different player preferences while setting the standard in key areas such as game selection, payment options, overall user experience and customer support,” he says, elaborating that in the latest, Rapid Casino, players venture to the Wild West where they join outlaw Trae Rapid in his search for vengeance and big wins. “It’s a great brand with an intricate back story that will ensure players remain engaged and entertained at all times,” he describes.

Meanwhile, the CEO reveals that the company is also eyeing more regulated markets and has started to apply for licences in several jurisdictions where the team believes PressEnter’s brands will be a big hit with players. “We also plan to be aggressive when it comes to mergers and acquisitions (M&A); we have a war-chest ready to open when the right opportunities come along. Our approach to driving growth organically and via M&A, and the incredible team that we have built, is what gives us a tremendous edge over our rivals,” Mr Merzoug affirms.

Elaborating on the main areas the company will be focusing on in the months and years to come, the CEO states that at present, preparation is well underway for the launch of their first online sportsbook brand.

“Having established ourselves as a leading casino operator, it makes sense to expand into the sports betting space with a brand and book that will deliver the same market-leading experience as our online casino assets. It will also open the door to new player segments and demographics, and that will allow us to unlock tremendous growth opportunities,” he explains.

When launching any new brand, be it casino or sportsbook, Mr Merzoug stresses, “we always aim to bring a new, never-seen-before USP to the market, as this is what helps us to stay ahead of our rivals and always deliver a superior player experience. We have some exciting USPs in the pipeline, so stay tuned to see how we will be revolutionising both the casino and sportsbook sectors in the coming months.”

Finally, the CEO concludes, “we believe there are currently unexplored markets where the PressEnter Group has what it takes to become a power player. We are researching these markets right now – and especially those in South America and Asia – and look forward to deploying our international market expansion plan when the time is right.”

This interview was first carried in the Winter 2021/2022 edition of iGaming Capital magazine, the sister publication of iGamingCapital.mt, both produced by Content House Group