G3-247 Report MOBILE & TABLET GAMING
media is the first part of this equation. Search Engine Optimisation is vital, as are other traditional methods for acquiring new customers, such as offers, bonuses and incentives.
The second piece of the equation is maintaining wide- spread coverage across new devices. The mobile market is very volatile, because new devices are available on a weekly basis. Upgrades to mobile operating systems are also frequent and developers have to adapt their soft- ware to these new versions or risk being left behind.
Most importantly, it comes down to the consistency and quality of the products and services. A great game port- folio is simply a must. GTECH has enjoyed great success in its land-based game development over a sustained period of almost 25 years, which has given us a great portfolio of titles for our fast-growing mobile portfolio.
Word of mouth is, ultimately, the best and most positive form of advertising, and we always enjoy non-paid acquisition thanks to personal recommendations and referrals from happy players.
Jim Veevaert, Vice-President of Games, DoubleDown Casino - I’d say the first area we focus on would be our content – we bring the same great games players know and love from the casino floor to the social environment. Kitty Glitter, Siberian Storm, Golden Goddess are all great IGT games that players recognize. In fact, this fall we’ll be bringing the iconic Wheel of Fortune game to DoubleDown Casino! Through IGT we have the most authentic, recognizable casino slot games as well as Game King Video Poker, Blackjack, Poker, Roulette and Bingo available.
Additionally, we work with land-based casinos through our Casino Partner Program. This program offers a way for land-based casinos to “wire-frame” in DoubleDown Casino to their property’s website enabling players the opportunity to play great games when they’re not in a casino and offering a marketing opportunity for opera- tors to reach out to players through their website.
venues to play slots will also enjoy playing the same game online.”
Cross channel convergence is a key philosophy of Inspired’s global expansion strategy and White Knight is the first of many exciting HTML5 Inspired games to be released to William Hill’s mobile gaming platform in the coming year. Inspired’s mobile games currently support iOS and Android devices and will be available on Windows devices soon.
Inspired also has further enhanced its Remote Gaming Server (RGS), Virgo, which now allows the company to offer white label services to its clients. Inspired will be launching six new HTML5 games via its Virgo RGS in 2014.
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - If you’ve invested capital to build a bricks and mortar operation, you want a return on those bricks and staff. However, if some con- sumers 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 per- fect place to pop in and claim all your loyalty points. It’s
The mobile market is very volatile, because new devices
are available on a weekly basis. Upgrades to mobile operating
systems are also frequent and developers have to adapt their
software to these new versions or risk being left behind.
about brand reinforcement and upselling the different channels to take a greater share of the player’s wallet.
Casino can also differentiate across both the product and their marketing. Bally is currently working on a sophisticated bonusing solution for casino floors, whereby an online player can earn access to those games and claim their reward via the slot machines.
Charles Cohen, Vice President, Mobile, GTECH - Clear, targeted and intelligent marketing across various
Finally, we have great partnerships with Facebook as well as Apple and Amazon.
Luke Davis, Marketing Director, Playtech - This is more of a question for our operators as they develop and roll-out the targeted marketing efforts that attract their players, but Playtech does provide promotional tools within our industry leading Information Management Solution, IMS, to assist operators with marketing efforts such as bonuses, client messages etc. IMS is the back- bone of all our products, this allows our licensees to intuitively manage their player base end-to-end, max- imise cross-selling and leverage player value.
Jerry Bowskill, Chief Technology Officer for Williams Interactive - A number of mobile specific marketing techniques are starting to emerge, such as used a branded app as a player acquisition tool, from which the wider offering of gaming content can then we loaded. In the UK specifically, cross-selling of the game from LBO shops onto mobile is key. In-shop advertising allows players to play their favorite games at home and now with the some LBO customers having one wallet across both land based and online allows for different types of marketing and bonusing specific to the player.
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