“Over the coming years the
market will evolve. Personally, I don't know if young players will necessarily increasingly transition onto land-based machines or continue playing on mobile devices. This is the
great unknown for everyone in the land-based casino industry. At SYNOT, we are doing our best, but what is the future in 10-15 years? Nobody can truthfully say they know for sure. Recent years has seen well established land- based casino game suppliers including SYNOT open digital divisions to great success.”
Ivan Kodaj, CEO, SYNOT Games
and the land-based sector as a whole: to attract a younger demographic. Te trend is for younger players to gravitate towards online gambling but saying this we cannot rule out the potential of land-based over the coming years.
Our method to face this challenge is to connect our online operations with land-based wherever possible. In time, the land-based industry trend of older casino visitors needs to be addressed or it will become a more significant problem.
Ivan: We believe 21–25-year-old online players playing our games will remember the SYNOT brand when they’re in their 30s looking for new experiences in a different environment. Tis forms a big part of our operational strategy - we identify these players as long-term customers who will, in time, play across both land-based and online.
Over the coming years the market will evolve. Personally, I don't know if young players will necessarily increasingly transition onto land- based machines or continue playing on mobile devices. Tis is the great unknown for everyone in the land-based casino industry. At SYNOT, we are doing our best, but what is the future in 10-15 years? Nobody can truthfully say they know for sure.
Recent years has seen well established land- based casino game suppliers including SYNOT open digital divisions to great success. Understandably, the immediate priority is for these companies to translate their most successful titles online, but are we beginning to see titles go the other way? Is a new pattern beginning to emerge?
continents and there is a single thread that links them. All our clients with land-based origins have established or are looking to establish online operations, whilst many previously online casino-only operators are looking at getting a slice of the land-based pie.
We anticipated this seven years ago and now it’s happening. Our entire product strategy has been based around this belief. As Ivan said, whilst there are some online titles that might not perform as well in land-based machines, we install these games anyway.
Tere is an overlap in the demographic of land- based and online players - it's not huge - but it’s going to grow in the coming years. We want these 'overlap' players to recognise our games and trust the SYNOT brand from online.
Table games and ETGs tend to capture younger players than slots on the casino floor - the meat of this demographic tends to be the 55-year-old woman. How is SYNOT's land-based business looking to capture the attention of a younger demographic? Are there any lessons to be learned from SYNOT Games?
Miroslav: It's the biggest challenge facing SYNOT P46 WIRE / PULSE / INSIGHT / REPORTS
Ivan: We have never taken land-based titles online without making several alterations. We integrate new content based on game data and player information. No game has ever been taken 1:1. Online demands freshness, be it graphically or through animations, sound, and game flow. It requires a wholesale redevelopment cycle.
Te nature of this development is market specific. For instance, In eastern and central European markets players appreciate easily understandable, traditional-style games. As such, mathematical models and features change very little.
However, in western European markets players enjoy greater complexity as they are more familiar with online titles. How we approach development is based on SYNOT’s vast experience of operating in these markets.
Miroslav: Typically, it's successful land-based titles that are brought to the digital platform. I wouldn't say we often see this trend being a great success going the other way when online games are translated to land-based, but what we are trying to do is take proven features from online titles and implement successful trends.
In the digital space there are hundreds if not thousands of titles on a web interface and you need to convince players to select your game to
play. Does the need to hook players more quickly than in land-based limit or expand innovation and creativity?
Ivan: Tis impacts innovation on both sides. For online, you need to find new features, but you are limited by the size limitations of the mobile phone which 90 per cent of our players are using. Terefore, we must create a game which is totally different from land-based titles that have much greater graphical detail.
Tis makes the development of these titles very complicated as you need to produce two titles that are in essence one game - but with wholly different graphical interfaces. On the online side, we also have download size restrictions which need to be taken into consideration, whereas in land-based it’s a totally different story.
Creativity is present on both sides. In land- based, games need to be visually perfect. Online, they need to be visually nice but must be downloadable and accessed on a much smaller mobile device. Tis is the biggest consideration when we create a game at SYNOT – how to satisfy players across both channels.
Roland: In relation to the life span of the games, online everything is much faster. You can launch a game across different markets very quickly, so
“It's the biggest challenge
facing SYNOT and the land- based sector as a whole: to attract a younger
demographic. The trend is for younger players to gravitate
towards online gambling but saying this we cannot rule out the potential of land-based over the coming years. Our method to face this challenge is to connect our online operations with land- based wherever possible. In time, the land-based industry trend of older casino visitors needs to be addressed or it will become a more significant problem. ”
Miroslav Valenta, Sales Director, SYNOT W
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