ROLLER
NA: This is going to be a brand that focuses on the UK at first, but we’ll be actively exploring taking the offering into other regulated markets as and when the time’s right.
CIO: What else do you think is achievable on
these tablet formats that people are missing? NA: Up until now the real-money casino industry
NA: I’m still a sucker for the Roller Roulette game
after all these months of testing it! There’s something incredibly satisfying about the way the wheel moves under your finger like you’re spinning a record and then getting the speed of the ball exactly the level you want it. It feels intuitive from the word go and really does immerse the user in a casino environment.
CIO: Other than the fact it’s on ipad/phone, what makes this product stand out from competing products? NA: Outside of the specific features mentioned
earlier, it’s essentially that it looks, feels and plays like it’s a really well designed and crafted app - that’s all possible because it is an App. This is in contrast to our competitors’ Apps which are websites displaying in a ‘wrapper’. There’s nothing wrong with that approach, but it’s a noticeably different experience when you’re playing the games. In addition, I think we have taken a really interesting route with the brand by spending time working up the identity for the product, looking across virtually all of the 100+ brands in the market. It turns out that 90% of them are pretty much interchangeable – bright reds and greens, men in tuxedos and flashing lights. We wanted to take a more subtle and a more stylish approach, which we thought would fit better with the kind of consumer who typically owns this kind of device
CIO: How does Roller approach social media
and its integration into products? NA: We’ve been building up our social media
presence over the past few months as we prepared for launch and we’ve put social media right at the heart of our big PR piece launching shortly. Watch this space…
CIO: What are the immediate plans for other platform support? NA: We’ve currently got a really strong selection of HTML5 games that you’ll be directed to if you access the website from an Android device. We’d love to be able to make the App available across other stores and I’m sure we’ll be looking into this further over the coming months, but current policy on gambling from the Google Play store makes things quite difficult
CIO: Will this product reach out to other territories? 62 NOVEMBER 2012
hasn’t really embraced the technology available, choosing to just transplant the desktop experience (or in some cases the mobile phone experience) on to the tablet. Whilst this has worked reasonably well from a revenue perspective, customers are used to playing these slick, beautiful, innovative games from the App Stores that feel like they were completely built around the iPad. There’s huge potential to utilise the mobile device in interesting ways, be it the camera, accelerometer, GPS, multi-touch controls, microphone, etc. that you just don’t have on a PC. We think we’ve made a great start with v1 of Roller Casino, but there’s a huge amount more that we can still do.
CIO: Where do you see mobile gambling going in the next few years? NA: We’re already seeing percentages of bets being placed on mobile across the UK bookmakers in the 30-40% range. This trend for migration from PC to mobile devices is inevitably going to continue as ownership gets even higher and customers become more and more comfortable with mCommerce. Sports has been the first battleground, but it’s going to be the gaming products that we’re going to see exploding over the next 2-3 years.
Roller is currently available in the UK only
from the Apple App Store
http://www.itunes.co.uk/apps/rollercasino. Further information can be found at
rollercasino.com, on Facebook at
www.facebook.com/RollerCasino and on Twitter @rollercasinouk with #rollercasino. A HTML5 version is available at
rollercasino.mobi for other smartphone users and customers in the Republic of Ireland.
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