Mechanics and Narratives
KONAMI GAMING
GERARD CROSBY Senior Vice President & Chief Games Product Officer Konami Gaming
Gerard Crosby, Senior Vice President & Chief Games Product Officer, explains how technology advances in hardware platforms and graphic engines are expanding the available canvas for creative storytelling.
How are the gameplay preferences and expectations of slot players changing?
Players preferences and expectations of slot games are continuously evolving. Long gone are the days where a simple line winning combination in the primary game is the main attraction. Nowadays players are more and more looking for slot games that have innovative forms of entertainment and interaction, as in any form of digital entertainment. And as such players are more focused than ever on reaching bonus features that are new and engaging.
Along with this game themes are evolving to more character driven, often lighthearted characters which are intertwined with the interactive bonus features. An example of this is Konami’s new Bingo Frenzy slot game with its humorously animated bingo dauber character guiding the player through a bingo style bonus feature.
Why have mechanics become so prominent in the game selection process? What's driving this behaviour?
As with any new product, incorporating the features or benefits into the product name can help increase consumer recall and recognition. Tis is especially important on the casino floor, where there are dozens—and sometimes hundreds—of different games are displayed in the same space. Game mechanics are central to the player experience, and the manner in which they seek, anticipate, and enjoy their wins. Tis has always been true but is more apparent today as gaming technology has advanced, and mechanics along with it.
What is the scope for innovation when combining two of more themes? Is blending themes a concept that is fresh and exciting, or lazy?
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Everyone benefits when there is some tie-back to popular themes from the past. Players enjoy it because it’s familiar, but with some new components added. Casino properties appreciate it, because it’s less risk than an entirely unknown theme. And game companies like it because it allows them to dip into their existing intellectual property while providing something new for the market. Certainly, it’s essential to maintain a healthy balance of entirely new game creations and brand extensions. Leaning too heavily in either direction is a risk, either of game product obscurity or game product oversaturation.
How does Konami Gaming effectively analyse and assimilate historical data, current trends, local culture and competitor analysis to identify the correct blend of theme and mechanic?
I’ve been in the industry for quite some time, and I’ll say there are a lot of good games and great ideas in today’s casinos. Te landscape is competitive, and it can be difficult to effectively deliver new product so it will be successful. We have to know how to place the right games, in the right areas, for the right type of player; in order to ensure our games integrate well. To do this, requires highly knowledgeable game development teams that are closely plugged in to what’s happening on today’s casino floor, as well as strong collaboration between game developers and casino properties.
Can you provide some examples in Konami Gaming’s portfolio where the right theme and mechanic have been paired?
Dragon’s Law Fortune has seen significant success across Europe and the United States. For over ten years, players have associated Dragon’s Law with the classic mystery wild feature. In Dragon’s Law Fortune, we use that same feature to deliver a triple bonus mechanic, with strong success. As a result, we
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