INSIGHT SHAPING THE FUTURE OF SLOTS GREENTUBE
Michael Bauer, Chief Games Officer at Greentube, joined a very different iGaming industry a decade ago. Michael believes advancements in technology during this period have allowed suppliers to really push the boundaries of what a game looks and feels like. Long gone are the days of identical five-reel, 20 payline slots with little to no bonus features or mechanics - innovation really is the aim of the game now.
Michael Bauer Chief Games Officer Greentube
When did you first become involved with online slots, and how has this sector of the iGaming industry evolved?
I first joined the Gaming industry in 2013 upon taking my first role at NOVOMATIC as a Project Manager. Over the years I’ve held positions as Manager Corporate Finance and Chief Financial Officer. I now combine that role with Chief Games Officer, and this sees me tasked with maintaining Greentube’s position as a leading content supplier in online gaming.
Ultimately, advancements in technology have allowed suppliers to really push the boundaries of what a game looks and feels like. Long gone are the days of identical five-reel, 20 payline slots with little to no bonus features or mechanics. Innovation really is the aim of the game now.
What have been the most meaningful innovations in the market during this period?
It is impossible to highlight one single innovation as the most meaningful. Suppliers across the industry have worked tirelessly over the years to develop exciting hundreds, if not thousands of engaging features and mechanics such as Win Ways, Hold’n Spin and feature buys.
In the years I’ve been active within the industry both free spins and progressive jackpots have grown to prominence. Both can stake a claim as the most meaningful innovations as they’re cornerstones of practically every successful game. It’s not often you see a top release without one of the two featuring in some form.
It’d be remiss of me not to mention some of the innovations the team at Greentube have come up with during this period. We’ve seen unprecedented success for Cash Connection titles as well as Win Ways which boasts an increasing win multiplier, Tunder Cash and Diamond Link which feature impressive jackpots and most recently Sync ‘n’ Spin, an exciting new hold ‘n’ spin mechanic.
How have new technologies changed the way slots are developed and played?
New technologies have changed practically every single aspect of slot development over the last few years. I think the most standout example of this would be around how we
consume content, namely what devices people are playing on. Everything is developed with mobile-first as a priority, as the vast majority of players consume media and play our games on mobile devices in this day and age.
Te increasingly sophisticated mobile technology we are blessed with better allows our development team to create games that are presented in a way that is accessible and aesthetically pleasing for the player.
What games have you taken most pride in seeing succeed, and why?
Out of everything we have done over the last few years I think I’m most proud of the Diamond Link Series. When I first took on the role of CFO/CGO at Greentube it was one of my first ideas, and it’s proven a real success. I look back on this with great pride.
I’m also satisfied with how Greentube has stepped up its efforts to create content with local player preferences in mind. We are no longer at a point in which a one-size-fits-all approach is acceptable, and we have led the way in this sense.
How has the methodology driving the creation of game portfolios changed? Are product roadmaps curated differently?
Absolutely. As previously mentioned, Greentube is actively developing roadmaps for specific markets around the world so that players are able to enjoy the content that resonates with them the most. It’s important that we stay true to player preferences and not rest on our laurels when it comes to content creation.
North America is a region that is particularly important to us in this sense. Last year we agreed a joint venture with emerging studio Flamingocatz, as well as acquiring Present Creative. Both moves have allowed us to further enhance the content we create for the North American market.
We are also led by rates of taxation nowadays; we have to adjust the rates at which our games pay out so that they’re right for each market. Of course, we’re at the mercy of the tax man here, but it’s still important to factor in when developing our individual product roadmaps.
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