Focus
MICROGAMING
off-putting to players, particularly when they're told their value is highest when they lose. All players, big and small, open a poker client with the intention to win, so when you tell a player he is worth more to you when he loses, you are sending out conflicting information. Player valuation is a network problem, not a player problem."
Using a rake reconciliation model, losing players on the Microgaming Poker Network can prove to be more valuable at the end of the month as they're contributing money to the eco-system. The distribution of funds encourages operators to shift their marketing efforts to a new demographic, the recreational markets, which are those players that the system deems as being most beneficial to the eco-system. "Winning players are great for operators, as they tend to rake quite a bit, but recreational players are best for the network ecosystem” underlines Lydia. "Recreational players are great for the eco-system, but are also quite often the most expensive to acquire.” Operators are looking to offer promotions to recreational players, providing separate tables where they can play and be comfortable, while at the same time generating rake-based incentives for the advanced players. Microgaming is giving the tools to the operators to be able to attract both groups of players and provide them with long- term incentives to stay with them.
FLASHINTHEPANPOKER Microgaming's Flash-based poker offer, is currently available with Ladbrokes (through their Sportsbook page) and NordicBet, and is compatible with both Mac and PC platforms. It has been designed completely with the needs of the recreational player in mind, with operator configurable options to create a system that enables players to lose slowly in an environment in which they are comfortable.
Is poker a game of skill of chance? Microgaming's view is that it is squarely a game of skill, but that it must be fun for all players. "We are designing platforms to enable both recreational and experienced players to get the most out of their experience, whether they are net removers or contributors," says Lydia. "We want to keep the options simple and fun for the recreational users so that they can drop in and have a good time whenever they want." Maria Poker, for example, is a Poker room designed and target at women.
It is very user-friendly on a Flash platform, whereas the download software from Microgaming puts the player in at the deep-end, with a myriad of options in what closely resembles a poker spreadsheet. "The Flash client offers only those games most popular with players so that the environment is as distraction-free as possible,” explains Lydia. "Some players will head there first, learning their
G3i I ISSUE 2 I PAGE 30
“The problemof
directly involving players in the process of true
player valuation is that players really
only see their value fromone
perspective - their own -whereas
networks need to look at the bigger picture.”
LydiaMelton,Head of Poker,Microgaming.
craft before heading to the downloadable software option, which opens up every kind of game possible."
In addition, Microgaming will be launching its 3D Poker to a base of players that again fit the recreational profile. The nature of the environment lends itself to the more casual player experience, while at the same time Microgaming will be delivering a slimmer version of its poker environment due to the greater processing required to maintain the speed of the 3D game and create the 3D graphics.
SHARKORMINNOW? The ecology of poker has become a big issue in the online sector with forums discussing the eco-system of fish tanks filled with too many 'sharks' as opposed
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