Reports MULTI-GAME MACHINES
Mike Robinson, International Communications Manager, NOVOMATIC: Giving players the ability to switch between games gives more incentive to engage with a machine for longer as well as access games they may not have otherwise seen. Players don’t have to leave the comfort of a machine to play another game, instead they can play alternative games of their preferred style or try completely different styles all at the same terminal. Te NOVO LINE Novo Unity II platform brings together slot games and electronic live games on the same machine, giving slot players the chance to try their hand at table games and vice versa. Tis heightens the exposure to different genres, allows operators to migrate players between slots and live table games, and helps spread play through the casino.
Ken Bossingham, IGT Senior Vice President Casino Core Product: Yes, one could look at a diversity HD suite of games as sitting down once to play 12 different machines, really. Multi-game suites are by nature, designed with a market- centric approach for regions of the world that have a smaller slot footprint in casinos. We have designed our multi-game interfaces so players can easily understand the selection of games offered in a bundle, and also switch easily from game to game.
How do you balance your games mix and what games/types appear to work best in this format?
Mike Robinson, International Communications Manager, NOVOMATIC: Te quality of multi- game mixes is constantly improving, and new mixes are launched throughout the year to ensure players have access to the latest games available. Some classic NOVOMATIC blue chip titles are included in every mix and additional games are added after fulfilling certain performance criteria, which is assessed at NOVOMATIC’s own operations, and dependent on the market. For instance, fruit games are highlighted in mixes for Eastern Europe to meet player preferences and a lower number of selective titles are added for markets where more gaming machines are permitted, such as the Czech Republic.
Tomas Engstberger, Sales Manager, AMATIC: Tis all depends on where we are selling our games. Te local legislation often plays a key role on the number of games that can be offered. Luckily, country legislation moves with time and today we can offer Mutli Game to most jurisdictions. We develop themes specifically for different markets. For example, one of our latest games is called ‘Pu Tai’ which we created especially for our Asian customers.
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Ken Bossingham, IGT Senior Vice President Casino Core Product:We find that many of the IGT titles that perform well in the standalone setting are the same games that players prefer in the multi-game environment. Titles such as Wolf Run, Kitty Glitter and Coyote Moon are examples of IGT heritage themes that we leverage in our diversity HD suite. To even further drive performance, we complement these proven themes with titles that have successfully completed our test bank performance process, our “Proven Performers” such as Ocean Magic and Golden Egypt.
Sebastian Salat, CEO, Zitro: As mentioned before, we believe that the mix has to be diverse, however all the games in a multi- game should be addressed to a similar type of player. It has to offer a variety of experiences, within the acceptable limits of the same demographic segment of players.
Athanasios ‘Sakis’ Isaakidis: Chief Executive, International, Merkur Gaming:Once again, this comes down to our utilising our market knowledge, the established player preferences and geography.
Do multi-games have to offer a game for any and every type of player, or is it more nuanced than that?
Julia Barbakadze, External Relations Coordinator, DLV: By all means, it is next to impossible to reach 100 per cent of players, but still it should be something to aim for, and, of course, it is a highly nuanced task. As we see it, the more varied games there are in a set, the better, because the choice of game is determined by many factors, including, for example, the player’s mood and what kind of day they’ve had, whereby the player will be selecting games to play accordingly. Tey are more likely to succeed in their search, if a multi-game features more thematic variations.
Tomas Engstberger, Sales Manager, AMATIC: Tis question cannot really be answered as no one can say for sure what a game has to offer to become popular. Te focus is to provide a choice of entertaining games that have something special to offer. For example, our ‘Billy’ series has touched a nerve with many players and is extremely popular. We ensure that we have the right mix of themed games and fruit-based games. For fruit-based games, our ‘HOT’ series continues to grow with the latest addition being ‘Hot Choice’.
Athanasios ‘Sakis’ Isaakidis: Chief Executive, International, Merkur Gaming: It is a more nuanced approach. Research tells us that there
is no magical ‘one size fits all’ solution. Creating a successful game mix is as much of a science in its own way as the skill and artistry of our research and development is in their work. All the elements have to come together in order to achieve the optimum result.
Kubilay Ozer, Global Sales Director, APEX gaming:We always strive to provide a wide range of games and can adapt these depending on customer demand. We have always been flexible in our approach.
Sebastian Salat, CEO, Zitro: Again, in our opinion the games of a multi-game need to be designed for a similar type of player. It can be that they are designed in a way that it was carefully thought and addressed for a similar type of player, or that they are configured in a way that appeal to a similar group or players.
Mike Robinson, International Communications Manager, NOVOMATIC: A variety of multi- games mixes are regularly released for operators
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