Interactive MOBILE/ONLINE/LAND-BASED
The incredible importance of mobile gaming
What are the benefits for a retail operator in recreating its casino/brand/environment/player experience in the online space?
The arguments for land-based operators going online are almost as endless as they are one- sided. The most conclusive of these is that not having an online product means missing out on a stream of revenue generation and the opportunity to offer players a consistent playing experience across retail-online-mobile.
During 2014, IGT Interactive commissioned a thought leadership series with leading digital spe- cialists Econsultancy, with convergence being the most recent topic. A headline finding from a sur- vey of almost 40 gaming professionals involved in channel convergence was that companies taking part recorded a 38% improvement in revenue uplift per player when they are engaged across multiple channels.
The research process included a series of in-depth interviews with a range of senior practitioners from top-tier operators, suppliers and client organisations featuring retail, digital, content, strategy and operations staff. It was supported by online surveys carried out with professionals in the gambling sector to find their views on conver- gence.
Among the other discoveries were that 88% of respondents ‘strongly agreed’ it is crucial for play- ers to have a consistent experience across chan- nels and 67% ‘strongly agreed’ that convergence is creating significant opportunities for their busi- nesses. The same percentage ‘strongly agreed’ that company leadership understands the significance of convergence.
In mature markets, like the UK, the contention 1 1 0
Leigh Nissim, Commerical Director, IGT Interactive Leigh Nissim is responsible for the commercial development of IGT’s Interactive business across all regulated markets, including Europe, Canada and the US.
IGT Interactive’s Leigh Nissim describes the results of a commissioned ‘thought leadership’ report in 2014, which looked at multi-channel convergence in the gaming space. The research produced dramatic findings that impact upon every aspect of gaming
that online will eat into land revenues has long been exposed as inaccurate. It can actually help drive offline revenues thanks to the branding benefits and enhanced engagement it allows.
Furthermore, when your target audience is one that administers most of its daily life and routine via smartphones and tablets, the online offering must also include mobile.
To illustrate how important it is to IGT, we now have 33 game titles available on mobile, of which 21 are also available in retail casinos. In newly- live New Jersey, mobile is already responsible for more than one-third of igaming volumes in that market, and across the board it is nearing histori- cal desktop levels.
How close can a retail operator achieve a recre- ation of their land-based offer online?
Land-based operators can create very faithful online replications of the offline environment. At IGT, our focus is on bringing the same great games to all channels, so we have successfully launched many of our casino classics online and on mobile – we now offer 51 game titles that are available across land-online and 21 land-online-mobile. Cleopatra is a fine example. Since being launched in 2001, it has been deployed on thousands of gaming terminals around the world.
Following its land-based achievements, Cleopatra launched online in September 2006 and has reached unprecedented levels of success, accu- mulating more than 600 million cash transac- tions. Cleopatra has passed the 2.5 million hour- mark of total cash play and has paid out over £800 million.
Mobile players love Cleopatra too. On mobile,
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