competitors, then you’re actually a very big player, which is an indication of the scale of change in the gaming space.”
A NEW PERSPECTIVE ON SCALE Te concept of “biggest” has, from a supplier
perspective, changed due to the fact that proprietary solutions are being abandoned by operators. Businesses seeking to bring operators everything from A-Z - the so-called one-stop- solutions, are built on the premise of suppliers delivering closed platforms from which the customer was ‘obliged’ to purchase everything. It’s a model that Mr. Bugno sees as extinct.
“If you’re offering a closed solution in the current environment then you’re risking your business, because so few customers are opting-
Operators want specific content to fit very specific channel requirements. The concept of a single game launched across all channels has all but vanished as operators create increasingly differentiated websites.
in to that kind of answer in the marketplace,” underlines Mr. Bugno. “You must instead provide options from which customers choose the standout, best-in-class products, because everything is now modular. Nothing is the same flavour and colour - it’s all pick ’n mix.”
It wasn’t too long ago that the online gaming sector was still being influenced by suppliers. Developers would create content for the market in isolation and then present their games to operators who would offer the maximum level of distribution for those games. Well, those days are gone too. What customers want are skins of games for their 25-35 year old segments, they want skins that appeal to female players only, or game skins for the 60+ segment. Operators want specific content to fit very specific channel requirements, whereby the concept of a single game launched across all channels has all but vanished as operators create increasingly differentiated websites in the online space.
When you thought - how can 200 content suppliers compete in the same marketplace?
NEWSWIRE / INTERACTIVE / MARKET DATA P69
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