Pulse
LOCALISATION GREENTUBE
gods, Wild West and mines have been proven to work well across the board. Secondly, if the game’s mechanic isn’t too extreme in any direction – not too volatile or too flat – it will generally find an audience in most major regulated European markets.
Tis does not, however, change the fact that countries also offer their own quirks that suppliers need to cater to to stand out from the crowd. Belgium and the Netherlands are two great examples where local players favour skill-based titles or AWPs that aren’t really played elsewhere.
Our strategy has always been to focus on localisation, and we see that it works whenever we bring local games to a new market. Tese games will, on average, outperform our standard games portfolio.
THE NETHERLANDS
Te newly regulated Dutch market is a very important market for us and one we are focusing a lot of our attention on. We are following the approach of bringing land-based AWP games into the market that we know perform well.
To further highlight our commitment to the market, we recently acquired a Dutch game studio with great local knowledge and expertise that will enable us to further enhance our offering in the country.
GERMANY
Germany is another key focus over the next few years, and while player preferences don’t massively stand out, local rules and restrictions create a different type of challenge in ensuring our games are compliable while still fun to play. Tis is a long-term process as very restricted regulation will force our game designers to come up with new ideas and concepts that better fit the local rules.
What we have seen in Germany is that all the restrictions on products, such as five second spin duration, no auto play, €1 stake limit and no progressive jackpots, limits the content a lot and we need to find ways to create games that bring back the entertainment to people.
Significant feedback that we have received from German players is that the games that are currently available in the market have a very low RTP that make them less fun to play. We are currently in an experimental phase, and it will take some time before we find a solution to this problem, but hyper-localised games will emerge as a result.
UNITED STATES
In the US market, many European suppliers are joining the goldrush and are faced with a
P80 WIRE / PULSE / INSIGHT / REPORTS
The current landscape has led to a shift where we are seeing quality overtake quantity in
terms of content. The market is filled to the brim with games and quantity is no longer a guaranteed road to success. It’s not in the interest of the supplier to create masses of games, see them go into a casino lobby and stay on the landing page for three days and then drop off the cliff with no revenue to be seen.
completely different landscape to that they are used to. What has been obvious though is that the games that are performing well in land- based casinos are also the ones that perform best online because the audience is already familiar with them.
Tis is a great starting point and a huge advantage if you can offer this type of content but if you look at the more mature markets in the US, like New Jersey, there are now several European and Australian studios that are making their mark and climbing the ranks.
Because of the very strict licensing requirements and the scrutiny suppliers must go through to enter the US, I believe we will see suppliers finding other ways to gain access – for example through licensing deals of game assets themselves and through M&As which will consolidate the market.
QUALITY VS. QUANTITY
Te current landscape has led to a shift where we are seeing quality overtake quantity in terms of content. Te market is filled to the brim with games and quantity is no longer a guaranteed road to success. It’s not in the interest of the supplier to create masses of games, see them go into a casino lobby and stay on the landing page for three days and then drop off the cliff with no revenue to be seen.
It’s better to focus on developing games that really make a difference and if all studios did this, everyone would get more exposure, earn more money and the quality and the entertainment would increase to the benefit of the players.
Tis is again where localisation comes in. If game developers properly get to know their players, they can create unique, tailored, and relevant content that stands the test of time and ensures they remain a leading supplier in their chosen markets. Ultimately, a company should consider opportunities and strategic direction through the lens of its players.
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