Analysis
DENMARK UPDATE
products, including poker, casino and even sportsbetting has increasingly become an important component in driving loyalty amongst existing players and, of course, acquiring new ones.
It is the cornerstone in building the type of compelling entertainment package that is expected by today’s gaming operators – one that doesn’t rely solely on gaming products alone, but incorporates elements of social media, chat and alternative game play (side/mini games, which are proving hugely successful revenue streams).
COMMUNITYWITHINNEWMARKETS An active example of the role of community in the gaming industry can be found with the recent launch of a new gaming community service for the Danish TV broadcaster, TV 2, which will be operated by Certus under the Spillekrogen brand name.
In many ways, this launch embodies the methodologies and business practices required within the modern-day gaming sector, merging two of the most prominent industry trends in ‘community’ and ‘regulation in new markets’.
The new Spillekrogen at
tv2.dk will encompass the principles mentioned above with regards to providing an all- encompassing entertainment package, rather than a mere gaming solution. The community solution will integrate card and board games, such as backgammon, chess and hearts, with vital social features, such as chat, forums and tournaments.
Morten Kolle, Managing Director of Certus, explained why this type of offering typifies the changing needs and demands of a growing gaming industry.
Through the liberalisation of gaming laws across Europe in the coming years, we will see more and more media companies becoming active in the gaming industry. However, this new trend dictates that these sites will be more rounded entertainment vehicles rather than what we would term as ‘hardcore gaming’ sites.
Players who participate in real money games and tournaments are not high-roller players – they are merely in it for the excitement of playing and the feeling of inclusion from being part of a community, not to become rich.
The media companies are well aware of all this but it is also an area where they don’t have the required expertise, therefore, they will seek agreements with solutions providers to acquire and/or integrate full gaming, white label platforms.
But why is this important? The G3i I ISSUE 2 I PAGE 63
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