position us in the arcade or crash game tabs, others put us in sport. One of the challenges we’ve had has come from placing so much emphasis on good video production that everyone thinks our stuff is fake. Because the cameras are such high-quality people think it isn’t real and there's so much artificial stuff around now. Tey think it's computer generated. I have investors and partners saying, why didn't you just do a real Marble race?
We’re now filming the duck racing with iPhones because we want it to look “more real.” I’ve even asked the team to show someone in the background filming the races to make it feel like a human studio - because it is real! I think this is our edge. In a world of AI generated content, the
real nature of our games is what people like.
Compared to Stairpong and Marbles, is ducks an acquisition or a retention play?
Everyone knows plastic duck racing. If six per cent of the world plays slots, significantly more will grasp duck racing as a concept meaning it’s a simple gateway to the industry. I think it’s more of an acquisition play, but we are building retention tools. We have built a daily streak feature which we're about to release. If you play ducks or any of the
other games on subsequent days, your pricing gets better. We're adding social features with live streaming commentators, as well as character ducks based on influencers, so they can race against each other. Ducks will get people's attention, which is arguably more valuable than money, because once you've got their attention you can do other stuff.
As a marketer yourself, how are you looking to market these unique concepts to the betting industry?
We're going to start exhibiting at industry events. I've been to a few of them and seen what's good and what's not. We're going to start putting some of our physical tracks in the exhibition so people can see they're real and be mesmerised by them. We didn't want to do that too early because the industry does have a habit of stealing ideas.
We're also using some AI agents to promote the duck racing which we're about to launch. We're currently doing some campaign planning with a client where they will offer people their first duck race for free to a certain value just to get them familiar with how the interface works and the experience. We've got some other retention tools in the pipeline such as Jackpots, as well as some online marketing. I think ducks has got the potential to be a good sweeps product as well.
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