Opinion GAMEACCOUNT NETWORK
HARNESSING NEW REVENUE OPPORTUNITIES
GameAccount Network’s Daniel Lindsay suggests it’s now time that European land-based casinos embrace the revenue opportunities offered by Simulated Gaming
The European land-based gaming market is by any measure a complex one; it always has been, and it probably always will be.
The nirvana of pan-European regulations is simply not on the short, medium and perhaps even the long-term agenda. To compound the situation, we are faced with fragmentation within specific countries - for example Spain has 17 differing autonomies, each with their own regulatory idiosyncrasies.
We should not forget that Europe also has a vibrant and substantial gaming industry, home to some of the largest street based machine markets (think UK, Spain, Germany and Italy (a country which has a regulated market in excess of 1.2m machines). and also some absolute behemoths in world gaming such as the Novomatic Group of Companies and Gauselmann, amongst others.
Regulated Casinos exist throughout Europe from the smallest prestigious clubs in central London to some of the largest land-based operations such as those in Slovenia and Greece. The established slot machine manufacturers regularly battle it out every year to retain their floor space and ship share, it’s a hugely competitive market that
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requires a unique insight and some serious R&D generosity.
Cannibalisation is a word often trotted out by casino operators, or well entrenched and successful local gaming
machine producers, but why?
Whilst the European regulated .com online market has led the world in terms of pioneering regulations and responsible gaming, it’s disappointing to hear land-based operators and manufacturers railing against the proposed introduction of regulated online gaming.
Cannibalisation is a word often trotted out by casino operators, or well entrenched and successful local gaming machine producers, but why?
The point they overlook is their continued success will be ensured by harnessing the appropriate technology and providing a seamless
content delivery system to their customers no matter where they are at any given point of the day or night.
Mobile gaming on the way to work, desktop gaming (whisper it) at work, twin screening in the evening: the player behaviour and gaming appetite is now well established.
Providing a continuous (and responsible) stream of entertainment for customers is key to everyone’s future. However, as various countries across mainland Europe continue to stutter over the regulation of online gaming, there’s a ready- made alternative and it’s available here and now.
The entire world will be familiar with the Candy Crush and social gaming phenomenon, which is currently generating a cool $2bn+ a year globally.
It’s compelling, fun, harmless and currently entirely devoid of regulation.
Whilst there is a plethora of casino type social gaming sites available via Facebook, and while it can be a very effective marketing channel, revenues have to be significantly shared with Facebook and the content, in many cases, is less than compelling.
GameAccount Network developed Simulated
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