Mechanics and Narratives
LIGHT & WONDER
MARCO BETTIO Senior Director of Product Management Light & Wonder
Marco Bettio, Senior Director of Product Management, emphasises the importance of identifying and categorising various types of mechanics to develop a well-rounded portfolio.
How are the gameplay preferences and expectations of slot players changing?
In today’s dynamic markets, we’re observing a shift in player expectations. Players value the familiarity of core mechanics, like Hold & Spin, but also look for innovation that allows them to experience something fresh. Tey are comfortable with proven mechanics while being drawn to new or reimagined bonus features. Player-favourite brands and franchises remain a key focus and we’re modernising them with innovative features, and this has proven to be highly effective in maintaining player interest and engagement. In the popular three-pots segment, the interplay between pots within these so-called "mega-mechanics" is sparking excitement among players. Tis innovation offers a broader range of bonus combinations and the potential for higher wins, elevating the overall gaming experience.
Why have mechanics become so prominent in the game selection process? What's driving this behaviour?
In the roadmap process, we must strike a balance between innovation and proven mechanics, employing a calculated risk/reward approach. Tis is where product segmentation plays a crucial role. By identifying and categorising various types of mechanics, we can develop a well-rounded portfolio that combines high-performing features with fresh concepts created by our game designers. Tis balance ensures that players have engaging and diverse experiences while maintaining the familiarity that resonates with them.
What is the scope for innovation when combining two of more themes? Is blending themes a concept that is fresh and exciting, or lazy?
I wouldn’t describe it as lazy at all. Every game has a story behind it, and the design process aims to take players on a journey that evolves a fan-favourite theme while introducing innovative game mechanics. Players often demonstrate loyalty to both a brand or theme and a specific mechanic.
By blending elements from different games, we create opportunities for players to explore new combinations of bonuses. For example, Ultimate Fire Link Cash Falls evolves the Ultimate Fire Link brand by maintaining its popular bonus while integrating the Cash Falls mechanic from another Light & Wonder game. Tis approach allows loyal players of Ultimate Fire Link to enjoy familiar features while experiencing fresh mechanics that progress the gameplay.
How does Light & Wonder effectively analyse and assimilate historical data, current trends, local culture and competitor analysis to identify the correct blend of theme and mechanic?
At Light & Wonder, we recognise that a deep understanding of our audience is essential for creating compelling and effective themes. Our regional product management teams serve as the bridge between market demands and the development of new games. We employ a multi-faceted approach, analysing historical data, monitoring current trends, and integrating insights from our commercial teams. Direct feedback from customers is a critical part of our process, which we gather through regular meetings and collaborative discussions.
Additionally, we conduct frequent visits to casinos across EMEA to observe market evolution firsthand and stay attuned to emerging trends and cultural nuances. Tis wealth of information is systematically incorporated into our product segmentation process and formalised in our global roadmap.
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