G3-247 Report MOBILE & TABLET GAMING
APEX GAMING - MOBILE SLOTS APEX gaming has grown to be a major force in
gaming over the past ten years. With its roots in land-based gaming, naturally APEX gaming offers all possible payment possibilities. These include playing with banknotes, coins, tokens and tickets. A banknote recycler ensures wins can be paid out in notes if required. Hoppers pay out coins and tokens and a ticket printer can print out winnings for ticket-in, ticket-out applications. In short, all possible payment options are available on APEX gaming machines. Customer preference and local reg- ulations decide on which cash handling devices are implemented.
The aim at APEX gaming is to offer players the possi- bility to play their favourite APEX on any platform. Under the motto, ‘Wherever you go’, players are given the choice. To succeed here, there must be a transition between land-based and tablet gaming to ensure that players can continue their game play on any platform – so from the APEX slot down to APEX games on a tablet.
APEX introduced a major new innovation at this year’s ICE show: ‘APEX MOBILE SLOTS’. This gives gaming
It’s important to remember how consumers use their devices.
Mobiles are predominantly used for communication and social
networking whereas tablets are used for games and entertainment.
We are seeing fewer younger generation players going to the slots, perfering instead to head to the tables. This generation doesn’t want to sit at a machine that their mother/ grandmother played at. If they have a tablet for the lounge, they can sit with pals and game with a new form factor. That’s a lot of the stuff we are working on at Bally. On property mobile wagering is a big thing going forward. Off property where regulations allow. And that requires a mobile wallet.
Derrick Morton, CEO of FlowPlay and Vegas World - In the social casino industry, most players fall under the older/silver-surfer demographic. Poker, slots, and bingo are all games that they’re familiar with and they grew up playing. Hybrid games (combining mechanics from various casino games to come up with a new product) is what is most attractive to the younger generation and is how we try to attract that newer audi- ence.
Charles Cohen, Vice President, Mobile, GTECH - Mobile has opened the doors to a wide range of new audiences that can be segmented in a number of differ- ent ways.
For those that have previously preferred to wager on desktop, laptop, or even at traditional casinos, the con-
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the remaining credit from the tablet. The credit is printed in the form of a barcoded ticket that can then be used on the slot machines. This perfect symbiosis unites both worlds – land-based and tablet gaming.
The APEX solution combines two different types of gaming machine segments. Tablet gaming is con- trolled by server-based gaming. The outcome of the gaming machines is controlled by the individually
operators a brand new way to expand their gaming offer to these customers. For land-based gaming, play- ers are bound to the slot machines and thus must dis- continue playing, say if they wish to go to the restau- rant or bar. APEX players can now enjoy gaming in the gaming location regardless whether they are at an APEX slot or not. The answer: APEX MOBILE SLOTS. An example: a player wishes to go to eat but wants to carry on playing. This player then cashes out the credit on the APEX slot machine and transfers the credit onto a tablet to continue playing at the restaurant via the APEX iDROP redemption terminal. Afterwards the player wishes to return to the APEX slot. This player then returns to the iDROP terminal and can cash out
venience and around-the-clock availability of mobile means that it attracts a large number of experienced players. And for the same reasons, mobile is also com- monly now the entry point for most first-time players in legal gaming markets.
The biggest age group is the under-35s, but we also have a high – and growing – number of older players, especially among VIPs. Increasingly, we are seeing players take up gaming for the first time in their 50s, 60s and 70s. In short, the appeal of mobile is huge, and it is responsible for driving play-time among all types of consumers.
Luke Alvarez, CEO, Inspired Gaming Group - There’s clearly some cross over between the tablet/mobile player base and our UK retail player seg- ments.
Generally speaking you get a wider range of player seg- ments online than in UK LBOs for example – lots of young sports bettors, a balance of more women typical- ly playing bingo and a bit of slots, and the demographic is predominantly younger.
Neill Whyte, Head of Product Channels, Microgaming - In terms of segmentation, it’s impor- tant to remember how consumers use their devices. Mobile phones are predominantly used for communica- tion and social networking whereas tablets are used for games and entertainment. This, combined with an evi- dent increase in sales towards tablet devices, presents a strong argument to say that in several years’ time the tablet player base will be the dominant player segment. But time will tell.
In terms of its audience, most studies are reporting that the mobile and tablet audience does seem to be biased towards the younger and wealthier demographics of
gaming machine mathematics. This enables operators to expand gaming in their locations. Thus, players are offered the same games as on the slot machines – yet only managed in a different way. This is not visible to the player. The player sees and plays the same games on both mediums. The operator can thus offer APEX gaming on the slots and on the tablets at the same time.
Max Pessnegger, CTO at APEX gaming, notes, “We have made our first installations already and the results are tremendous. This is a simple and cost- effective way to expand APEX games. Our complete technical server-based gaming back-up ensures 24/7 tablet gaming alongside slots gaming”.
Currently the market is focusing on cross-platform gaming in Free2play as well as in cash gaming. Mobile
and tablet gaming is rising faster than other forms of gaming. It's still significantly less than land based gaming which is also due to the fact that mobile, tablet and online are not allowed in some regions. In the future we may see more and more HTML5 games which run on tablets and desktops and offer a similar experience to the user with a simplified interface that is targeted for mobiles. Aleš Gornjec, General Manager at Comtrade Gaming.
society. A 2013 study by Global Web Index found that the typical tablet owner was middle-aged and male; around 67 per cent of tablet owners are aged between 25 and 44. The Smartphone audience is also slightly skewed towards males, whilst younger users are more likely to own a Smartphone and older users to own a more basic, feature phone.
Ashley Lang, Founder and CEO of Odobo - Mobile gaming has universal appeal so both demographics are contributing to the growth of RMG on mobile devices.
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