Interactive MOBILE GAMING
Upwardly mobile
At the G2E gaming exhibition in Las Vegas, Williams Interactive launched its new mobile gaming platform, bringing its online slots success to the handheld market. G3 spoke to Rory Shanahan about the launch
Launching its mobile gaming platform at G2E 2013, Williams Interactive displayed its wagering and play-for-fun systems running on iOS and iPhone designed to engage and attract the bur- geoning mobile gaming market and the sector that's most likely to dominate the regulated US online market into 2014.
Speaking to Williams Interactive's Rory Shanahan at the show, we pick up the most topical theme of the show, the tension that currently exists between social gaming, play-for-fun and real- wagering sites in the US and the increasingly competitive environment that's developing between the three different offerings from plat- form providers.
“We’re seeing operators looking at their options regarding social gaming or play-for-fun, and the defining factor for most are the offline benefits that help drive traffic to the land-based floor,” says Mr. Shanahan. “I believe that both social gaming and play-for-fun can exist simultaneous- ly, but that play-for-fun is likely to cannibalise social gaming in the future, as it’s the play-for-fun players that are the serious players who play offline too. Whereas social gaming sites aim to keep you playing on their sites, play-for-fun offers serious players an authentic gaming experi- ence and it also educates new players as to the slots gaming content in land-based locations. We're seeing new players trying games for the first time online and transferring that experience to the land-based environment.”
According to Mr. Shanahan there’s a five pillar checklist that casino operators should review before selecting their online platform provider:
1. It's got to be a white label build - you're pro- moting your brand, not theirs.
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2. It must be a true online gaming experience with proven gaming mechanics - the advantage WMS Gaming possesses is that its games are proven with US audiences. They are more than just random slots added to a website and greater than any ‘wrapping’ covering social gaming mechanics.
3. The offering must be multi-channel - you have to tick every box from iOS, Android, desktop and laptop, with play-for-fun providing access to each.
4. The provider must be able to integrate your player loyalty programme - casinos must have the tools available to target their players and gain a 360 degree view of their activity.
5.A robust marketing platform - all information about the player must be at your finger-tips. Casinos need to modify their campaigns on the fly and use forward-thinking marketing tech- niques, for example geo-fencing; where GPS alerts the casino if a certain cross-section of players are within a 25 mile radius, allowing the casino to make targeted offers to this audi- ence.
Rory Shanahan, Head of Marketing, Williams Interactive
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