GREENTUBE
earner as the advertising hoardings can actually be sold to real-world advertisers, or even used by Greentube to promote new games.
CROSSING OVER Another feature of Greentube’s products is the
ability to play not only on PC and on mobile, but to link players across the formats at the same time, creating a larger pool of multi-platform gamers. By all accounts, this is unique to Greentube and began when they started offering multiplayer card and board games for mobile players in the mid 2000s. As the mobile client developed, the company saw something interesting – liquidity is key. If a player enters the game area looking for competitors and there’s no-one there, they won’t wait, they move on to the next thing.
Companies approaching Greentube for mobile
content tasked the company with solving this issue. The key was their large user base of players online, and the company created a link so the player pools could access each other to compete directly, in real- time. Of course, there could not be any limitations obvious to the mobile player, as the linkage also meant greater potential player retention; players would want the exact same experience they got online.
Fortunately for Greentube, its server infrastructure
had been set up in a way that this link was made comparatively easy, with most of the game delivery, mathematics, logic, and features handled by the server, meaning the comparatively ‘thin’ client didn’t have to care too much about the game itself from a technical point of view. Not only were they optimised to connect the mobile clients to the PC client, but were also able to include additional liquidity from Interactive TV.
GREEN-O-MATIC
While access to the Novomatic portfolio is an obvious positive in this partnership, one has to wonder if it might lead to land-based business, or content sharing, from Greentube. There is some recent history where an online developer has been bought by a slot company and content has travelled both ways – from slot manufacturer to online, but also from online into a slot cabinet. It’s likely that such traffic would be localised, rather than a game making its way into a casino while simultaneously being available online and for mobile players. Legislatively, that’s still a potential minefield, whereas a standalone casino game or even a WAP will be subject to stringent local regulations which the Novomatic Group of Companies obviously is obliged to strictly adhere to The fluidity of the online world is not something that casino legislation is ready for just yet.
From an investment, logistics and distribution point of view, as server-based gaming is showing us, network technology is full of benefits, but the legality of merging online and land-based gaming still leaves many questions. But it’s only a matter of time before the two merge more completely and to greater effect than ever before – and when they do, Novomatic and Greentube will be front and centre, riding the first wave in to shore.
APRIL 2011 33
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