Interactive MOBILE/ONLINE/LAND-BASED
Better business by extension
Scientific Games’ Rory Shanahan explains the benefits of brand extension into multi-channel solutions for all operators
Rory Shanahan, Head of Marketing & B2B Social Products for Interactive at Scientific Games
It’s critical to the long-term
success of any offline operation to begin engaging their players online as well, whether with
online wagered options, social casino-style options, or a combination of the two.
Are there any additional regulatory factors that should be considered when considering this solu- tion?
This depends on the solution pursued and the jurisdiction in which a traditional operator com- petes. If the solution offered online is for real- money gaming, there are various levels of regula- tory approvals needed from the operator and their game content suppliers. If the online experience is “social casino style” or a “freemium” offering, which has proved to work very well in jurisdic- tions without online wagering like many parts of the United States, there are significantly fewer (if any) regulatory factors to consider. The content, though capable of monetization at significant rates, is an entertainment experience, not a true gaming experience.
What are the benefits for a retail operator in recreating its casino/brand/environment/player experience in the online space?
The key benefit to a retail operator is that they are able to extend their brand of gaming entertain- ment beyond the walls of their establishment, and with the right mix of gaming content online and offline, give their players the choice to play the games they love wherever they prefer. Whether in a free-play or wagered online format, the increased touch points with players, providing the games they enjoy when and where they want to play those games, can dramatically increase the total value of those players to the operator’s busi- ness.
How close can a retail operator get to achieving a recreation of their land-based offer online?
The top games suppliers in the industry will con- tinue to set themselves above and apart from the competition by enabling operators to offer the exact same content in every channel through which they engage their players. This is a select few companies when you combine the retail or
in-casino experience with a simultaneous deployment of those games online and for mobile devices.
We’ve seen tremendous success online with game content that operators also offer in person. In our experience, when a game is a hit in one channel it tends to perform well through all channels. In the UK, for example, the content produced by our Barcrest game studio, like Rainbow Riches or Crown Gems, performs very well in the high street shops and outperforms its competitive set when released online by those same operators.
In the US casino markets, we’re seeing similar success by offering games from our Williams stu- dio like Bier Haus and Raging Rhino - already popular with players in terrestrial casinos - for deployment in social casino format for those operators to their players online and through native iOS and Android apps. The content that performs offline is something these players have come to enjoy, and want to enjoy both on the casino floor and between trips to the physical property.
What should operators focus upon in the creation of their online equivalent?
At the end of the day, the best content on their land-based floor should be replicated online for their players, in both laptop/desktop formats as well as mobile (tablet and smartphone) formats. This will ensure they’re giving the choice that modern players demand, to play the games they love where they want to, when they want to, and in what format they prefer.
How important is the exposure and expansion of a retail gaming brand into the online space at this time and into the future?
Regardless of the jurisdiction, at this point in the ongoing evolution of the iGaming and Social Casino industries, there is no shortage of opportu- nities for retail and casino gaming brands to engage players with content they enjoy online and in mobile format. It’s critical to the long-term suc- cess of any offline operation to begin engaging their players online as well, whether with online wagered options, social casino-style options, or a combination of the two.
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