G3-247 Report MOBILE & TABLET GAMING
From a social casino perspective, where our content is provided through native applications
content is not reformatted desktop content, it has to be designed specifically to use the unique features that make navigation easier, so flicking a device to spin a roulette wheel rather than pressing a button provides a more natural and engaging experience.
Ashley Lang, Founder and CEO of Odobo - There are some interesting developments in mobile browsers that are making “native” functionality accessible to HTML5 web application developers. For example, we recently saw a web application that used the device’s sensors to generate a parallax effect; the more we gain from a device’s core features, the more “native” HTML5 games will feel.
Separately, enabling other platform OS and payment features will make securing and interacting with apps more immersive. As it currently stands, web developers have a more restrictive set of parameters to work with whereas native app developers have more flexibility.
Matt Cole, Managing Director of Digital Gaming, Blueprint -Our initial target, and that of most suppli- ers, was on converting back catalogue games to html 5 and fulfilling the demand for volume of games across
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mobile and tablet. The next challenge was having the capacity to release html 5 and flash games simultane- ously, and now that we are through that we are moving towards a tailored product whereby html 5 games will be specific to the device, be it mobile, tablet or desktop as well as the quality of the players 3G, 4G or WiFi con- nection. As more operators have the technology in place to offer html 5 on their traditional desktop sites the focus of developers can be switched from develop- ing in two formats to accelerating the improvements in html 5 and on tailoring games.
IS IT HARD TO RETAIN A PLAYER ON A MOBILE DEVICE AS COMPARED TO TRADITIONAL MEDIUMS?
Jerry Bowskill, Chief Technology Officer for Williams Interactive - Speaking to real-money gam- ing, you’ll have to ask our operator partners which medium is easiest to retain player engagement. From a social casino perspective, where our content is provided through native applications customised for each casino partner, the marketing tools available like push notifi- cations and geofence-dictated messaging make it very easy to re-engage players in combination with the
customised for each casino partner, the marketing tools available like push notifications and geofence-dictated messaging make it very easy to re- engage players in combination with the social casino mechanics built into the game itself. We’re seeing players log an average of 4 unique sessions per day, at 20 or more minutes per session, across deployments of our Play4Fun Network. Jerry Bowskill, Chief Technology Officer for Williams Interactive
social casino mechanics built into the game itself. We’re seeing players log an average of 4 unique sessions per day, at 20 or more minutes per session, across deploy- ments of our Play4Fun Network.
Luke Davis, Marketing Director, Playtech - No, it is very similar to retaining a player on the web. Here at Playtech we work closely with our licensees to ensure all new features that we launch go through a usability phase that is well thought through. Key to our philosophy here at Playtech is to ensure the flow of using our products are designed at all times with the player in mind, making them both enjoyable and easy to use. Navigation is key to ensuring a smooth and satisfactory game playing experi- ence.
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