Interactive MOBILE & TABLET GAMING
A different strategy for Mobile and Tablet Gaming
Online casino gambling has been with us for many years now. However who would have thought that back then, that one day you would be able to play live casino games with live professional dealers on the internet never mind mobile! Mobile and table gaming are experiencing huge growth as platforms not only for operators looking to promote their brands to consumers, but for the software companies who supply them with the device specific technical gaming infrastructure.
Without question the mobile gaming space is a highly competitive marketplace with maturing consumer markets and product offerings across a plethora of devices. Mobile is no longer just another channel, it’s the lifeblood of the business in the corporate battle for operators looking to dominate market share. To that end can gaming operators differentiate themselves in this homo- geneous marketplace when most of the gaming products in that market are more or less the same, with perhaps just some differences in design or front end branding?
While mobile commerce has an immeasurable potential, the key to the provision of successful gaming solutions to the mobile market is to offer a truly mobile product and experience based on how the user interacts with the device. It is not good enough to just offer a desktop version mere- ly through a mobile browser. If we therefore look at mobile, live dealer casino games are a good example of the question. Firstly technology and the continued multi billion investment by the telecoms companies in both super-fast fixed line and the mobile 4G networks and infrastructure has meant that the bandwidth to support the deployment of live dealer casino products for both desktop and mobile network is good enough in most markets today.
Live and mobile casino gaming is being driven by voracious consumer demand and that of the gam- ing operators looking to keep pace with the needs of their gaming players. The popularity of live gaming and mobile for the player is the trans- parency, interaction, emotions that replicate the live land based casino environment for the player without leaving the comfort of their home via their desktop computer or smartphone while on the move. However as the market and product adoption matures, players become more demand- ing. Innovation therefore becomes more of a key differentiator for the operators and their casino software providers in becoming critical to driving the creation and execution of new products, serv- ices, and business processes.
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For example most online casinos now offer Live Blackjack, Live Roulette, Live Baccarat, Live Sic Bo and Live Dealer Poker as the standard product suite deployed across desktop and mobile devices. But that isn’t innovation or differentia- tion or a device specific mobile strategy, that’s merely making your product accessible by deliv- ery channel. As we said earlier it is not good enough to merely offer a desktop version through a mobile browser. The casino customer and user experience is central to the engagement and usage and therefore must be different for different devices and platforms – it’s an Omni-channel, multi product specific delivery that is required, as against one size fits all approach.
USABILITY While there are many overlaps one of the major
differences between smartphones and tablets is their connectivity. Most smartphones with data plans have Wi-Fi and 3G connectivity. This means that they are able to connect to the internet through a Wi-Fi signal, and are able to use the 3G networks to make standard voice calls, send SMS messages and send and download data. Tablets on the other hand only have Wi-Fi connectivity. Some tablets do come with both Wi-Fi and 3G connectivity, but these are the models that tend to be more expensive.
If we take a look at this connectivity and device difference for a moment. A mobile user generally plays a game for 3-10 minutes and then puts the mobile away, perhaps as they have some dwell time waiting for a bus or are waiting in a line for a sandwich during their lunch break. Therefore ‘time’ is a critical component of the users’ hierar- chy of needs. So for the user to play, the access time to the game needs to be minimal. With that in mind, we at Ezugi have created separate apps for separate products such as Baccarat and Roulette. So when a player decides to play a game he or she should instantly get access to that game of their choice. If the loading time is too long or if they have to go through too many pages to find the game they will not play. For tablets, the
Mathias Larsson, Director of Business Development, Ezugi
Mathias Larsson holds a Masters in Finance and is an experienced technology entrepreneur. With management roles in live casino gaming, digital and product lifecycle marketing, he is director of business development for Ezugi, the innovative live casino dealer gaming system provider.
The casino customer and user experience is central to the engagement and usage and
therefore must be different for different devices and
platforms – it’s an Omni-
channel, multi product specific delivery that is required, as against one size fits all approach.
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