G3-247 Report MOBILE & TABLET GAMING
this is “demo play” mode or a more robust social casino offering, there is a continuously growing interest in this type of experience that can greatly expand an operator’s ability to engage players when they may not be in a jurisdiction or frame of mind to engage in a wagered experience.
WHEN YOU PUT A TABLET INTO THE HANDS OF A PLAYER, WHAT CHANGES HAPPEN AND HOW VALUABLE IS THIS CHANGE FOR THE OPERATOR?
Ashley Lang, Founder and CEO of Odobo - My assumption here is that it decreases the perceived bar- rier to entry for play and provides an appealing form factor for consuming gaming entertainment. Mobiles are great for when you’re on the go, but you don’t get the same immersion you would from a device with a larger screen. On the flip side, depending on the desktop device, you can be tethered to a specific location or pre- scribed use (sitting at a desk or table, for example).
The tablet is the happy medium by providing a large, immersive playing surface while giving the user the mobility to consume that entertainment wherever they are or multiple media sources at once. Enjoying a slot game on a sofa while having TV on in the background is a different proposition to sitting at a desk for any length of time.
Luke Davis, Marketing Director, Playtech -With cross-product and cross-platform capabilities Playtech allows players to move across products and platforms using a single login, ensuring the ‘on the go’, ‘on the sofa’, ‘at your desk experience’ are the same. Using a tablet often puts players in a different playing scenario to that of a desktop device, such as playing from the comfort of their sofa whilst enjoying TV, or enhancing their experience with a second screen to play. This makes gameplay different for the player, and we mostly see changes around the length of game sessions, bet amounts and number of games played.
Aleš Gornjec, General Manager at Comtrade Gaming - The time a user spends playing your games can potentially increase as the user has more time to play than if he would be sitting behind his workstation or laptop where he is more limited in what he can do (e.g. while watching TV players can comfortably play games on their tablets right from their couch).
Luke Alvarez, CEO, Inspired Gaming Group - Players interact with handheld tablet devices in com- pletely different ways to a gaming machine. They are just focused on one screen and it’s not as immersive. Game design and math is very important for tablet and mobile gaming, as there is less ‘theatre’ than on a mod- ern gaming machine.
Tablet and mobile gaming is also more personal – it is their device and they choose where to play it. Because of player IDs the experience is also made more personal by operators.”
Neill Whyte, Head of Product Channels, Microgaming - In comparison with a Smartphone, players appreciate the larger screen size and superior graphical capabilities of the tablet format. And natural- ly, like mobile and PC players, tablet players will gravi-
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tate to the form of content that best suits their individ- ual specific need, be that via the Web or a Native App.
In terms of the value of tablet players to operators, according to Juniper Research, tablet owners tend to have a higher disposable income than the general Smartphone user and spend more on mobile content than other demographics. What’s also important to take note of is that in general, tablet owners tend to use their devices for longer periods of time whereas Smartphone usage tends to be distributed in short bursts through the day.
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - The Take ‘n Play technology is architectured for casino-supplied tablets or user-tablets, enabling players to take their favourite game and play in any location within the resort - for example, into smoking areas, allowing the machine to continue to make money. High-rollers don’t always want to be trapped in a VIP room, so they can go to a restaurant and consume gaming wherever they want. Take ‘n Play is undergoing GLI testing right now and will be deployed this Fall.
Free2Play is important for mobile just as it is for desktop. A new player needs to be able to test and be confident in
playing the game before placing a bet. So certainly for the near term Free2Play is part of the marketing process of increasing usage and adoption of games. Mathias Larsson, Director of Business Development, Ezugi.
The importance of this kind of technology can’t be over- stated. Ultimately, we see an older generation continuing to enjoy playing at the slot machine, whereas the next gen gamers want more. We’ve seen our Wave cabinet, with its curved screen really increase revenue on the slot floor, but people of younger demographic want to con- sume gaming at the pool and lounge side. They’ve be
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