Pulse
MANAGING SLOT CATALOGUES BETSSON - OPERATOR’S VIEW
Suppliers must prioritise the way in which they communicate the game narrative and really help us to understand how this game can be best promoted. We only launch 50 per cent of all the games available to us, so to make the cut the supplier really needs to convey the potential value added to our portfolio. It also helps when we can be involved in the development process.
What is the rationale for removing a game from the lobby? Is it often the case of a new, shinier title coming in, or the game not meeting expectations? Are there algorithms involved?
Our key rationales are developed through algorithms and reporting. Lobby management is a delicate balance between art and science.
I wouldn’t let an algorithm manage everything in regard to game selection and removal because there are other factors to consider such as game performance on a competitor site and game stickiness. Naturally, games that don’t perform well will be pushed lower down the lobby but if we know that this same game is performing well on a competitor site then we may attempt to re-position and give it another chance, rather than allow it fall down the ranks.
Also, not every game needs to be in the lobby and so having comprehensive search options is vital, allowing less popular games, that have been pushed down in the lobby to still be found easily.
What is the average length of time a title is featured in the lobby? If a game doesn't hit the ground running, do you have to be ruthless? Can it ever resurface?
Hosting the massive volume of games that we do, unfortunately, means we have to be ruthless. Te average length of a featured game in the lobby is two weeks. We believe this is enough time for a game to get the sufficient lobby exposure it needs. After this point we then analyse the data and low performing games with little potential for growth will be pushed down by the algorithm.
We review our top 30 games every month. It’s very difficult for games that have fallen out of this group in the lobby to resurface without extra promotion or re-positioning.
We launched 1,000 games last year across our markets and only the best performing will last the test of time. Poor performing games are a financial risk to us, so this is why timing and placement is so important.
What can developers do to give their games a better chance of being listed highly?
As an operator, what’s most important to us is the information provided and the way the game is communicated to us. We also see great value in understanding a company’s roadmap. Suppliers such as NetEnt or Microgaming will always provide us with an informative PDF that has the dates and details of all their upcoming releases. Our Head of Games makes all the decisions but what helps him make these choices is in how the game is presented to him and how the supplier feels the game will fit into our portfolio.
Suppliers must prioritise the way in which they communicate the game narrative and really help us to understand how this game can be best promoted. We only launch 50 per cent of all the games available to us, so to make the cut the supplier really needs to convey the potential value added to our portfolio.
It also helps when we can be involved in the development process, so we can have a transparent view of their data and compare it to ours. Tis creates increased trust between us and the supplier and enables a more informed decision-making process.
NEWSWIRE / INTERACTIVE / MARKET DATA P129
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