Interactive MOBILE & TABLET GAMING
Having launched both White Knight and Goddess of the Amazon at the same time across retail, desktop and mobile, we know that the cumula- tive impact of cross-channel marketing increases game awareness. Both of these games for desktop and mobile are premium HTML5 games offering a rich player experience even on a mobile phone with a relatively small screen.
BEHIND THE SCENES Inspired’s new HTML5 games can be easily inte-
grated with operators’ existing online and mobile platforms, via Inspired’s remote game server (RGS) Virgo.
An RGS is a hosted platform upon which game developers, such as Inspired, can run online and mobile versions of games. The RGS platform sup- ports Javascript/HTML5 games where the game logic is centrally hosted. On mobile and desktop devices that support it, we use HTML5 websock- ets to provide bi-directional communication between the RGS and the game.
On mobile and desktop devices that support it, we use HTML5 websockets to provide bi- directional communication
between the RGS and the game.
WHY HTML5? Most of the established online and mobile game
developers have heavily invested in Flash and 70 per cent of web-based games are built in Flash, including 24 of the top 25 Facebook games. However, many tablets and phones are not capa- ble of running Flash; over 35 per cent of world- wide mobile traffic can be attributed to Apple mobile devices, which do not support Flash.
With the correct implementation HTML5 is sup- ported by all browsers and, most importantly, is the most mobile-ready tool for developing soft- ware. HTML5 and its associated technologies can be written in a very efficient manner relative to Flash, allowing for more responsive and dynamic games and bonus features.
Traditional Flash-based developers are struggling to adapt their technology, games and develop- ment teams to the next generation of entertain- ment desired by players and operators. Inspired’s strategy has been to leapfrog this stage and go straight to developing our interactive games in HTML5, which is undoubtedly the future.
Designing games for desktop and mobile, in par- ticular, requires a significantly different approach and user interface compared to machines. Creating responsive experiences for mobile devices has its challenges because of the frag- mentation in handsets, operating systems and browsers. Whereas typically our land-based game development team is designing games for the Inspired Core platform and a small handful of different cabinets, for mobile you have to design for hundreds of different combinations of devices, operating systems and browsers. So, the design needs to be as flexible as possible and the pro- gramming needs to be slick to keep the experi- ence fast and fun.
Unlike other game developers, we don’t design mobile games for the lowest possible denomina- tor, but specifically for multiple devices. Another key USP of Inspired’s mobile and desktop games is that we develop at a higher resolution than most other game suppliers, so that when you’re playing on a device with a premium screen the games are very high quality and immersive. As with our land-based games we are committed to premium entertainment.
Our RGS handles all the functions that are needed to interact with the different mobile operators, so we (and our third party game developers) can write a game once and deploy to any operator that Virgo has been integrated with. For the one-off development cost of integrating Virgo with their back-end systems, operators gain access to a growing library of Inspired HTML5 games - and some third party titles. For operators with Inspired VLTs, it is an obvious win that game releases and marketing efforts can be co-ordinat- ed across platforms therefore increasing cross- platform brand loyalty.
PERSONALISED PLAY Targeted marketing campaigns and single wallet
functionality are two growth areas that are being driven by the increase in cross-channel players and the increase in online gambling sites. Cross- platform operators have a unique opportunity to offer players a single seamless experience, in venue and online, and gain one single view of the player – particularly the VIP players.
Inspired is further developing its Virgo RGS and single wallet technology stack, including cross platform player tracking and marketing. We recently launched a single wallet ‘Cash Card’ sys- tem for Paddy Power, working closely with their online system provider OpenBet. This enables players to access the same credit balance on all platforms and earn rewards on all their Paddy Power play.
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