Analysis


BRANDING


impactful large wins - to keep from getting bored. The character of a particular brand might be seen as being more consistent with one or the other of these desired play experiences. So, a brand that evokes fast action in the spirit of a first-person shooter such as RoboCop is likely to appeal more to someone who enjoys lots of rapid-fire winning events rather than a patient march to a single big return.


"It’s the operators who decide what their players are likely to find compelling so we


simply present our online gaming brands catalogue and leave it to them to pick," describes Mr. Kanareck of the purchasing process. "Clearly the operators have recognised the value of brands as demonstrated by the fact that they get a lot of visibility on the site and are actively used in promotions. This recognition comes from seeing branded games outperform non-branded games in terms of revenue by a factor of five in some cases."


Land-based operators have become G3i I ISSUE 2 I PAGE 39


FMVentures is responsible for


driving business diversification beyond


FremantleMedia's core TV business through strategic


investments and the launch of new


internal start-ups.


acutely brand savvy in their traditional locations as a glut of slot manufacturers raced to sign IP deals over the last decade and the same care and attention must be afforded to your online offer. At one time exhibitions such as G2E descended into PR announcements that concentrated on the sheer volume of brands, rather than the quality of the game. Cloning became a well travelled path in land-based slot portfolios, with brands masking over games with the copy-cat maths. There's a fine line to be trod between giving the player a new gaming experience as


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