YGGDRASIL
Man on a mission C
In October, Yggdrasil Gaming added a new “Missions” feature to BOOST, its suite of in-game promotional tools. CIO talked to CEO, Fredrik Elmqvist, about the new features.
IO: Firstly, could you tell us a little about the Missions feature in BOOST, how it works, what it sets out to achieve and how?
FE: Missions is a revolutionary set of tools that helps operators to increase the retention of users playing Yggdrasil slots. In short, the operator has a predetermined list of missions that can be launched at any point on a variety of our games. For example, win four consecutive spins in a row in Golden Fishtank, hit free spins in Vikings Go Wild and collect five shards of any colour in the Holmes and the Stolen Stones base game.
The players that achieve these goals are then in line for big prizes and rewards. And while it is a highly effective way for operators to engage and retain their players, it also helps us cross-sell consumers between our games.
CIO: Is this a reaction to a culture where
‘gamers’ are becoming used to constant pats on the back and ‘trophy hunting’? FE: The lines between gaming and iGaming are becoming ever-more blurred. Both industries have a lot to learn from each other. In the future, we expect a lot of the best practices of the iGaming world to be implemented in the gaming world, but also vice versa. Trophy hunting and leaderboards is one way this will happen, but certainly not the only one. Gamification is a buzz word in the iGaming industry at present, and the gaming industry is still very much ahead of the curve in this regard. But we are fast learners and will be leading the charge in no time at all, as you can see with the launch of products such as Missions.
CIO: How do you select which games to link
together for the mission objectives? FE: All our most recent games are available in Missions. Truth be told, there is no standardised pattern behind linking missions – sometimes we use similar characteristics and features and other times we are inspired by external factors that help us come
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up with new ideas. If anything, we look for missions that have their objectives on games with a similar theme, so Asian games missions, Jackpot missions, and so on.
CIO: How do you decide upon the details of the missions you set? FE: Our current missions are based around highlighting the unique and exciting features we have built into our slots games. We are using them to take players on a journey of discovery, opening their eyes to what our slots have to offer while also rewarding them in the process. It also allows us to show them more of our games; titles they may not have engaged with and enjoyed playing were they not part of a particular mission.
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