Focus 3RD-PARTY GAME DEV
case, since each game attempts to be unique, the amount of time and effort dedicated to research is quite high.”
Steve Schrier - Ash Gaming: “The trend over the last few years has been for us to invest more development and R+D time to new products, to make fewer titles and raise the bar with the quality.”
Jaydeep Chakravartty - Cozy Games: “We stand for innovation which makes it important to have an in-house R&D team with a small combined budget. The direction to the research team is provided through extensive market research and practical scenarios initially, before leaving them to work autonomously. We believe in introducing new products and working on different platforms and are not afraid to experiment, however we also believe in providing a direction to initial research to make sure our customers and clients are in-sync.”
Peter Causley - Lightening Box: “We are 100 per cent R&D spend, except our bar tabs, which by some tax quirk are 110 per cent.”
How would you sum up your approach to games development?
Ramiro Atucha - Leander Games: “Every month we hold a content meeting. For that meeting our creative team, who are all experienced in-house resources, plus some external collaborators, prepare a number of ‘pre-concepts’ for new game ideas. In this meeting we introduce game topics, functionality and features. Every department head attends this meeting and listens to the presentation of each game idea. By the end of the day, only one new game is usually selected to go into production.
“How innovative, attractive and fun each game is, will determine the priorities. We then have many review stages e.g. the mathematics, art, music, alfa, beta. Even once the game is finished, we circulate to a small focus group for further feedback. This feedback is always carefully analysed, and in the past has generated important modifications in the games.”
Jaydeep Chakravartty - Cozy Games: “Our approach to Game Development has changed in the recent years. In the past, we were only concentrated on working on a solo game design and development for Web browsers. Presently, we work on a matrix to figure out the platforms that the game would be available on (Mobile, Online and Social) before moving into production.
“We then work in a supply chain model where the product manager will work
Breadth is not
as important as capaBility with our customers and we focus on havinG an excellent operator
relationship.
with design and development team to co- ordinate in bringing the products on all these platforms to similar level of experience to players.”
Peter Causley - Lightening Box: “Scientific and ad-hock, seriously laid back, and organised chaos! Most of all we have fun doing it.”
Scott Smith - Next Gen Gaming: “Focus on the building games that players want to play.”
Justin Chamberlain - Betlow: “We try to design and build innovative games that work on traditional maths/engines.”
How has the games design environment changed in the last few years and what benefits have arisen for your business?
Scott Smith - Next Gen Gaming: “The product has become more sophisticated and the market has become more competitive.”
Justin Chamberlain - Betlow: “It has changed in that it has become more competitive which unfortunately hasn’t brought many benefits.”
Ramiro Atucha - Leander Games: “I believe companies like GTS, OpenBet and Microgaming’s Quickfire are making it easier and faster for companies like ours to reach operators. The amount of operators that can now be reached in a short period of time would have been unthinkable a few years ago. The evolution of PCs, penetration of broadband and smartphones are also playing an important role on how we design and deliver.”
Jaydeep Chakravartty - Cozy Games: “Initially, the game design in the online industry was concentrated on replicating the experience available in real casinos. Over the past few years, a slew of new gaming devices (mobiles, handhelds and even consoles like PlayStation, Xbox and Wii) have led to heightened sense of expectations of what game delivery should be like.
This has radically changed the industry to provide “something more” than the traditional games. Bonus Games inside slots are now being designed to include multiple levels of gameplay and the quality of graphics and sounds has increased tremendously. The process of game design now also includes first designing for multiple devices like mobiles and tablets before moving into production. All this leads to better experience for players.”
How do you view licensed gaming product - prohibitively expensive or worth the fee?
Scott Smith - Next Gen Gaming: “It has certainly played a role, however, the cost is being inflated due to demand bidding the prices up. The volume of brands being released will dilute value over time and as a result we expect the cost will outweigh the return.”
Justin Chamberlain - Betlow: “Worth the fee if you can get the right brand with global appeal. The trouble is they cost big time!”
Steve Schrier - Ash Gaming: Branded products are part of the mix for a portfolio. They can be very expensive depending on the brand owner. The online industry has rushed to embrace these products and, as a result, a number of interesting deals have been done which potentially won’t pay back over time.
“It is very important that the brand is treated properly and the game is created around the brand. As Ash Gaming we have done 4 branded deals so far – Rubik’s, The War of The Worlds, Sensible Soccer and Madness. They have been brands we have targeted because we think they will make a good game and not because they are big movie blockbusters or similar. They have all been successful games for us but we wouldn’t focus exclusively on making branded games as our own games do better. They are also complicated and can be expensive with regard to licensing in the brand and management of the brand owner’s expectations.”
Matt Cole – Blueprint Gaming: “Branded games do add real value, particularly for a new entrant in a market. Having the right brand partners has been central to our success in developing a successful online product. The value in some brands cleary is about offering the operator a game that fufils both the role of acquisition and retention. Other brands just give our games design and artists a fun and visually strong base to build a slot.”
Ramiro Atucha - Leander Games: “Licensed content could be prohibitively
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