Interactive THE FUTURE CONSUMER
invested heavily in this. Looking back, you could say maybe we were too early, but what this meant was that we were well equipped for when mobile really took off. Today, we believe mobile gaming has reached its tipping point, and we’re now seeing the fruits of our labour.
Furthermore, the formation of our Quickfire plat- form in 2010 is an ideal illustration of how we adapt to market changes. Quickfire is a tailored offering designed to respond to a definable mar- ket need. It provides a rapid way to deliver our premium content to operators; it is an appealing solution for a certain type of operator looking for content-only integration. Quickfire has been highly successful since its launch, growing at an astonishing rate year-on-year.
Our research and development team play a huge part in looking at the future of the industry - we look as far ahead as possible. For example, wear- able tech has suddenly become the buzzword in the industry, but in reality this is something we’ve been looking at for several years now - we even showcased our gaming content on smartwatches and Oculus Rift at ICE 2014. It’s thanks to an eager, talented team that we remain at the fore- front of these new technologies.
How much can you influence player behaviour to shape the expectations of the player both now and into the next generation of players?
Without necessarily being fully aware of it, I think we have been influencing player behaviour since we launched the world’s first true online casino in 1994, and I look forward to us continu- ing to do so. Our superb game design teams are constantly pushing the boundaries of what can be done in terms of graphics, sounds and game fea- tures. They lay down the challenges to our hugely talented development teams to utilise the latest techniques and technologies to deliver these new experiences to as many players as possible. Players come to expect this level of experience and want to be surprised by new ones – and that’s what we love to do.
Are player tastes already giving indicators as to their preferences in the future?
We can see through increased gameplay on mobile devices that this will be the preferred playing method in the future. As such, it’s impor- tant that we continue to develop our mobile prod- uct, ensuring players can experience their favourite games on their preferred devices.
We are also seeing different product lines grow in popularity, for example multi-player. Multi-play- er is an extension to the casino product that pro- vides more of a community-based type of gaming. We’ve seen multi-player grow significantly in the past few years and we’ve embarked on a rapid roll-out of new multi-player content alongside some mega tournaments which have proved very successful. This is where the increased social ele- ment of gameplay comes in!
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