G3-247 Report MOBILE & TABLET GAMING
and tablets, without creating massive downloads and waiting times. So you have to pack in less information, particularly due to the small screen. However, since we can tie games to the cloud, there are also advantages, such as bringing social elements into play where things are much more engaging.
We also have a strategy for our Take ‘n Play solution, where we take exactly the same game and stream it to a tablet or any wireless device in the resort. It means that players can enjoy gaming wherever they are in the resort, and aren’t restricted to just one location.
Ultimately, the best experience will be in bricks and mortar, simply because we’re having to port down high- quality audio and gigabit games to 5mb title on mobile - but that’s world we are in today. It’s very tricky trying to capture the essence of the game while still cutting the graphics by 95 per cent.
Aleš Gornjec, General Manager at Comtrade Gaming - Games on mobiles are simpler so the user can play with one thumb while on the go. Quality of content is more important on tablets where users expect desk- top like animations and sounds. Tablet games like roulette and blackjack need separate interfaces opti- mized for bigger tablet screens whereas slots don't as much as you can offer the same high quality content on mobile devices and tablets with minor differences.
Mathias Larsson, Director of Business Development, Ezugi - The actual game play is not dif- ferent, it is the user interface and the functionalities that have to be considered and are different.
For example a mobile is generally held with two hands and is controlled by the thumbs. Therefore there have to be as many swipe functions as possible for the user to interact with the games and deliver the information they require to a smaller display screen.
Ashley Lang, Founder and CEO of Odobo - First and foremost, we look to track player access to the games content. We monitor device, OS and browser usage to ensure that games offered through Odobo have the widest market compatibility. Where a player is attempting to access a game via an incompatible brows- er, we detect this and offer them options to upgrade to an HTML5 compatible browser. Secondly, we monitor connection speeds and game load times - tracking the ‘fall off’ between initiating a game (download) and suc- cessfully placing their first wager. These “top of the funnel” metrics are critical as they relate to the universe of potential players of the games - for which all subse- quent metrics apply.
Once within a game any analytic that tracks behaviour within a game is valuable.
From an activity standpoint the following are invalu- able: stakes, bet count, session count, session duration, time between sessions, average time between bets, device type, browser / app type, locale, country, cross- over data (% of players that play N games), average number of plays until special feature hit, returning days, and average revenue per user (ARPU).
Tablet games like roulette and blackjack need separate
interfaces optimised for bigger tablet screens whereas slots
don't as much as you can offer the same high quality content on mobile devices and tablets with minor differences.
HOW DIFFERENT ARE THE GAMES ON MOBILES AND TABLETS AND HOW DIFFERENT SHOULD THE GAMES BE ON THESE DEVICES?
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - The trick is repli- cating the slot machine, which has many more screens and displays high-definition graphics at 1080p. You have to shrink all that to run on small mobile screens
For a tablet due to its larger screen, more features and functions can be displayed on the game lobby and menus in order for the user to complete tasks. However swipe and tap functions still need to be included.
Derrick Morton, CEO of FlowPlay and Vegas World - The two inches between a seven inch tablet screen and five inch mobile screen makes a world of difference. In tablet form, you can pack everything you have on a desktop to fit within the smaller screen. While it’s not easy to translate the desktop experience to tablets as they don’t have the same technical prowess of say a laptop, by doing so you can provide a more engag- ing and social experience on tablet – which means you also monetise at a higher rate. Typically for mobile you need to provide a completely different experience, tak- ing into account the separate keyboard that pops up and the type of play mobile players are looking for. For us, the handset form is simply a filler to allow our existing customers to maintain contact with their game while on the go.
Leigh Nissim, IGT Commercial Director of Interactive - In a recent study of mobile casinos that IGT conducted with Econsultancy, we underlined that the key consideration for mobile players is the user experience. In what is still a maturing market, some operators remain at the emergent end of the spectrum,
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