XIN
There are still many areas where connection is very poor, however we expect that each country will continue to invest in improvements as this is key for all sectors of their economies in 2016. Improved connectivity will lead to further hardware sales, and more smartphone users equals more mobile gaming. All these figures show that the players are there and they will continue to grow in number. With that confirmed, we need to look at what they want to play and how we can offer them the best products.
Slots are hot I was actually introduced to Asian gambling through
live casino, but it quickly became clear to me that slots was the vertical with most potential. The great thing about slots is that there are such a variety of titles, and operators that sign up with us will have a portfolio of more than 1,000 games by the end of 2016. While we often discuss the Asian market as a single
entity, it should of course be recognised that the continent is not a homogenous region. Just as XIN develops games for each different jurisdiction, from Japan to Malaysia and South Korea, so operators must also be targeted in their approach. Language is very important, and you cannot hope to be successful in multiple jurisdictions unless you offer a fully- translated service. Asian gamers love titles that feel familiar to them, which is also true of players in other parts of the world. Therefore most of our products will have the very obvious visual style of an Asian game, or link to the culture, such as our recent release, Monkey King, which was actually based on ’Journey to the West’ – a Chinese novel that dates back to the 16th century. Our research shows that games with local graphics
and sound work a bit better in particular jurisdictions, but the difference is not massive. I would therefore advise that if you don’t have local expertise, you should stick to what you are good at. Just producing yet another game with dragons is not going to be a hit! We at XIN have found that Asian players like a wide variety of games, which was proven recently when our Euro Football Champ, which tied in with the Euro 2016 football competition, was released to great success.
Expertise When other game providers ask me about Asia my
first reply is always to work with a strong, established and trustworthy partner. Consider exactly what you need and what the partner can offer, as companies such as ours can not only offer games but also an entire mobile platform. Make sure you carry out extensive due diligence into potential partners, and that they have all the necessary expertise in terms of matters as diverse as software and logistics.
SEPTEMBER 2016 95
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