Pulse


MANAGING SLOT CATALOGUES BETSSON - OPERATOR’S VIEW


The time taken for a player to login to eventually launching a game is a very important KPI for us, something we are


continually trying to optimise. This KPI, understandably,


varies from brand to brand but we have observed that most games are launched from just a few main lobby categories such as recently played or the games that are positioned above the lobby fold. This is


why we spend so much time on lobby management.


We’ve had huge success with branded titles in the past and they are great for customer acquisition as players are always most like to try games with familiar brands. One of our most successful categories for branded titles has been in Live Casino.


A sector that typically attracts a high value, VIP customer. But with the introduction of games such as Evolution’s Monopoly or Deal or no Deal branded game show, this category has now been opened up to a more casual player profile. Tis is one of the greatest advantages of hosting branded titles and why we will always make a space for these type of games in our lobbies.


Is a sequel more likely to be featured on the lobby than an original title?


Sequels to high performing games will always have high visibility in our lobbies, especially when we know the customers will like them. Money Train 2 and Gonzo’s Quest MegaWays is a prime example of this. Introducing sequel titles like these is not a risk for us.


Trough utilising our data, we are able to assign specific values to game tile positions in the lobby. Tis way, we are able to position the games we know are going to do well in the best positions, but it must perform well in order to keep its place.


Tis process of featuring games, whether sequel title or not, will always be an ongoing negotiation and data evaluation to make sure we have the right games in those key featured lobby positions.


Is every game tested solely on its merits? Does your relationship with the studio have a


P128 WIRE / PULSE / INSIGHT / REPORTS


significant role to play in the decision-making process?


Games are not published based on relationships even though we recognise the value in cultivating great relationships with our suppliers. It enables us to better understand the narrative and merits of the game for more effective promotion and ultimately, game performance.


Although poor relations with any specific supplier will potentially damage a games chances for selection, having a good relationship will not guarantee a game is launched either.


Our Head of Games is completely detached from the supplier relationship, which means his decisions are always objective and uninfluenced by supplier relationships.


All dealings with our suppliers are managed by our Head of Supplier Relations for this very reason. Tis is a very important strategy for us, one that we believe sets us apart from our competitors on this basis alone.


What are the trends for the way players select a game prominently displayed in the lobby?


Te time taken for a player to login to eventually launching a game is a very important KPI for us, something we are continually trying to optimise. Tis KPI, understandably, varies from brand to brand but we have observed that most games are launched from just a few main lobby categories such as recently played or the games that are positioned above the lobby fold. Tis is why we spend so much time on lobby management, because we are aware of how influential the layout of our games is in regard to what they are most likely to select.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146