Pulse
MANAGING SLOT CATALOGUES BETSSON - OPERATOR’S VIEW
Having a selection of volatilities for our customers to play is incredibly important to us. Our player base is diverse which means they are all looking for something different.
From our customer data insights, it’s been made very clear that they are coming to our site for the intrinsic entertainment value. Te level of game volatilities we provide, will have a direct impact on that.
For example, we’ve recently seen a sharp rise in online streamers playing our games. Tey are always on the search for big headline wins to keep their audience engaged. High volatility games are perfect for them. Ten you have customers who want value for money and so a lower volatility game will work well for them.
Tese are just a couple examples from an extensive range of player profiles we have on our platform and we make it our chief objective to ensure we have a range of games to suit the varying customer motivations and drivers there are for playing with us.
always vary by market, there isn’t one consistent feature type that we go for.
On the other hand, as an industry leader, we believe it’s also important to buck trends. Leading the customer to something new is something we pride ourselves in. Trough innovative and highly relevant category creation, we’re able to encourage the customer to trial new games and extend their times playing games they’ll enjoy.
How risky is offering several different game types? How do you encourage players to try an alternate type of game without potentially disenfranchising them?
In Q4 last year we had close to one million active customers and processed over a billion transactions each month, which is a huge amount just from our gaming customers. Our number of customers by far exceeds our number of games available so we will only suggest games that we’re sure will have great entertainment value.
We don’t see offering different types of games as a risk, it’s more of an opportunity to broaden our customer base. Tere are a lot of new types of games becoming available on the market from the likes of suppliers such as Green Jade, with their highly social focused games or games with new mechanics such as Megaways that we’ve seen performing well elsewhere in the market.
In Q4 last year we had close to one million active customers and processed over a billion transactions each month, which is a huge amount just
from our gaming customers. Our number of customers by far exceeds our number of games available so we will only suggest games that we’re sure will have great entertainment value.
We will always make room for games like this because it’s important to give everything a chance, allowing us to continue leading the market trends rather than following them. For a company as large as Betsson, we see this as an obligation.
How important is having a variety of slot volatilities in the lobby? Are free spins, multipliers, bonus rounds and wilds factors in the decision?
Are certain themes, such as fruit machines, fairy tales and Ancient Egypt, boxes that need to be ticked to cater for the masses? Given the endless conveyor belt of these game types being churned into the market, how do you select which ones to promote?
We don’t launch games according to checkboxes. We include games in our portfolio that will only add incremental player value. Tere’s no denying the benefits in having certain popular game themes on our sites. Last year we launched around 30 ‘Book of …’ Slots.
Games such as Book of Ra and Book of Dead are extremely popular. Tey play a pivotal role in gaining customer trust, especially those who have transitioned from a land-based playing environment and may not be immediately familiar with infinite range of games they see online.
Trough using household brands, we’re able to better attract this new type of player. Every game in our portfolio is present for a specific reason and will be attractive for a particular player type or market.
For example, in some of our LatAm markets, they are not used to playing casino games online, we have to ensure that when entering our site they are greeted with recognisable game titles that are easy to play. Choosing what games to promote is always a market lead decision, following the data and our regional insights.
How successful are branded titles which tap into popular culture, such as TV and film, for introducing new players to slots?
NEWSWIRE / INTERACTIVE / MARKET DATA P127
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