G3-247 Report MOBILE & TABLET GAMING
and our players love it. A DoubleDown Casino player can be playing Wheel of Fortune Double Diamond Slots on their desktop at lunch while they’re at work, then play on their mobile phone while they’re riding the bus home, and finally play on their iPad at night while watching TV. The game, bonuses, math models, etc. as well as their chip balance and experience remain the same across all devices.
Games may be more discoverable on mobile, but the cross-platform casino really helps keep players engaged.
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - A lot of people are very loyal to their specific casino. They want to improve their tier level status and want to play online and via mobile while continuing to maintain that status. It’s a hugely important aspect to retain for bricks and mortar operators. To retain, with mobile, a continuous communication channel with players is enormously value. It enables operators to push offers to players in real-time and it’s welcomed by players so long as it’s not abused. It rewards them for their mobile wagers and Free2Play participation, earning them club points that can be redeemed at the bricks and mortar property. Once you’ve built that loyalty, you can retain customers both on- and offline.
Ashley Lang, Founder and CEO of Odobo - With the spread of popular development programs like the iOS developer program, the mobile market has been flooded with all kinds of compelling content that directly com- petes for every potential player’s attention. Because of the ease with which players can pull new content and
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the rate at which new content appears in app stores, RMG content providers are increasingly competing with other forms of entertainment. This is exacerbated by the fact that mobile devices also have consumable media (music, TV and movies) and social interactions via Facebook, Twitter and other popular social net- works.
Creating games that embrace distraction (like the noti- fications from the aforementioned points above) and shorter session times will ultimately help compete; luckily, the nature of RMG games is that they are gener- ally bite-sized and playable at will.
HOW DO YOU GAIN TRACTION WITH MOBILE/TABLET PLAYERS - HOW DO YOU GET THEIR ATTENTION IN THE FIRST PLACE?
Aleš Gornjec, General Manager at Comtrade Gaming - Having a quality entry point - player portal and quality games portfolio is the basis to attract play- ers. But players need to feel comfortable that they can depend on the product they're using. Currently 10x more games are available online vs. mobile which is slowly changing as operators are going mobile first or releasing mobile and desktop simultaneously. Also there is a significant difference in quality between desktop and mobile games. This gap is decreasing due to mobile device advancements.
Derrick Morton, CEO of FlowPlay and Vegas World - One of the most effective ways to attract and acquire a mobile player is through Facebook. Facebook has deep data on its members and allows advertisers to
If you’ve invested capital to build a bricks and mortar operation, you want a return on those bricks and staff. However, if
some consumers want to gamble off- property, then you also want a continuous link to your brand. If you play Golden Nugget mobile games, then it becomes the perfect place to pop in and claim all your loyalty points. It’s about brand reinforcement and upselling the different channels to take a greater share of the player’s wallet. Bryan Kelly, Senior Vice-President of Technology, Bally Technologies
use that data to directly target the most likely users to download your app. Once you have a player using your product, it’s essential to resist the temptation to monetize them immediately. They must learn to love your product before easing them into becoming a paying player.
Luke Alvarez, CEO, Inspired Gaming Group - The initial success of a game is largely down to operator pro- motion, but obviously the theme, graphics and game type will influence whether the player chooses to try a new game.
Inspired recently announced a mobile deal with our largest customer William Hill. Launching big game titles across all channels at the same time is key to the game promotion strategy, as many players who visit retail
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