“Operators have a wide range of possibilities to promote the best multi-game experience for their players due to the deep NOVOMATIC cabinet portfolio and game mix library. NOVOMATIC offers machines that are built from the ground up to host multi-game content with features such as game dependent LED effects that seamlessly integrate with new games brought onto the platform.”
Sebastian Salat, CEO, Zitro: Nothing in particular. You do see though that players switch from one game to another on the same terminal, before they stand up and change to another video slot machine.
Tomas Engstberger, Sales Manager, AMATIC: We have been in business with Multi Game for more than two decades. We understand our markets and have close relations with our customers. Tus, we are not surprised by the use of Multi Game. Some of our games are popular with customers in different countries – some games have regional popularity. Tat is why we always focus on having the right mix.
Is licensed IP on multi game platforms a potential future development for multi-games, or is the nature of the cabinet and platform too limiting and restrictive when you’re looking to exploit the full potential of a licence?
Julia Barbakadze, External Relations Coordinator, DLV: For three reasons. First of all, in case of brands, of course, there emerges the issue of the license fee which, respectively, adds to the price, so in a multi-game machine, the product would eventually become too expensive for operators to acquire. Secondly, branded games need to be singled out by specifically designed cabinets, themed graphics and by thinking through other details to create the atmosphere of the film, cartoon or show. At the same time, doing so on a multi-game machine would create an impression that, apart from the branded game, there are no others included. Finally, modern players are used to ‘zapping,’ which can also be observed in the gaming sector where players prefer to have the option of switching to another game if they do not like the one they are playing. To summarise, we believe that branded games should stand out and, therefore, should exist as separate machines.
Tomas Engstberger, Sales Manager, AMATIC: Licensed games have their position in the market and are often used to attract players into a casino. Yet, the majority of games on offer are non-licensed based. Tis is our focus at AMATIC Industries. We use our experience in creating winning games. Multi Game is our passion and stands at the forefront of what we do.
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Athanasios ‘Sakis’ Isaakidis: Chief Executive, International, Merkur Gaming: Licensed games are not, at least so far, high on our development agenda. Of course we never say never but, right now, we are happy with and confident in the products that come from our own research and development efforts.
Kubilay Ozer, Global Sales Director, APEX gaming:We are a games developer and have a very creative team. We do not need a licensed game to bring a successful game to market. Tat is because we know and understand the players. We have our own operations in several countries and thus have direct feedback from players, which we make full use of.
Sebastian Salat, CEO, Zitro: We are giving importance to our own brand Pick&Win as an umbrella brand for all of our multi-games as it is crucial that the player recognises our brand and associates certain aspects to it as part of the playing experience and the level of fun and entertainment this brand assures. Using licensed IP brands on a multi-game is not a priority for Zitro. However, connecting emotionally with the players through our own brands, is a priority for Zitro.
What happens to the games that aren’t played on the multi-game, or at least are responsible for the least amount of play in a particular selection?
Ken Bossingham, IGT Senior Vice President Casino Core Product: IGT is research-based and content-driven. Before a multi-game bundle is released to customers, it goes through extensive testing to ensure that all of the games within the bundle are chosen by players. In the case of a particular game in a bundle not performing as well as others in a casino environment, we look at the overall performance of the machine and determine if we need to include different content in the bundle moving forward.
Athanasios ‘Sakis’ Isaakidis: Chief Executive, International, Merkur Gaming: Sadly, not every game can be a guaranteed winner: player preference is far too diverse and frequently too sophisticated for that. So we monitor, in conjunction with our client operators, game
performance intensely and apply a process of filtering and amending our game offering according to results.
Tomas Engstberger, Sales Manager, AMATIC: Tere is never a guarantee for success. Te only way to see how games are received is to let the players play those games. A decision on a game’s success can only be made after time and statistics that stem from a broad base of operations. If a game does not pass the criteria, then it may have to make way for another new game.
Sebastian Salat, CEO, Zitro: In the same way as we treat the single games, we analyse the performance of each game to find the causes of the reduced number of played games and identify which aspects of the game to improve.
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