Interactive
GAME DESIGN & DEVELOPMENT KALAMBA GAMES
have on players to get an idea of what mechanics actually work. For example, we have seen that LuckyLoops and progressive free spins work really well with players in terms of engagement so that’s why after the launch of Caribbean Anne we decided to introduce the feature in other games but we are trying to make it feel a bit different in each title based on the findings of our data.
What level and type of market research do you undertake to ensure your games cater to varying player demands across multiple regions?
We do a couple of things but one of the main sources of information is performance data. But we also listen to operators as they are the ones who know their player base best. We collaborate on promotions and get their feedback on what games perform well and which don’t. We also read game reviews and discussion forums, watch streaming channels, and analyse KPIs per country as games can perform very differently depending on the location.
How do you target specific markets without alienating different player demographics and hyper-localising games?
“Another thing we analyse with new games is the conversion rate of players. You would be surprised to know that sometimes up to 30 per cent open a game in the lobby but never actually press the spin button to make a bet. We try to find out what it was about the game that players didn’t like once they got a closer look at it.”
comfortable with the title, they can try higher volatility levels and increase the stakes. Tis helps in increasing engagement and retention rates as the game can grow with the player. Our assumption is that the mere fact that the game is customisable makes players more engaged.
How do KPIs track game performance in terms of engagement and retention? What statistics are most important?
When it comes to engagement, we define it in terms of session length, so how long a session lasts, or how many rounds per session a player plays. Tere can actually be huge differences from around 50 to 120 spins per session. By using the average round per session metric compared to the average bet, you get a good idea of the game performance. If we then look at
retention, we look at how willing a player is to go back to a game after 1, 7, 14, and 30 days. Was the experience appealing enough to come back even after the games disappears from the lobby? Another thing we analyse with new games is the conversion rate of players. You would be surprised to know that sometimes up to 30 per cent open a game in the lobby but never actually press the spin button to make a bet. We try to find out what it was about the game that players didn’t like once they got a closer look at it.
To what extent does advanced player data analytics guide game design?
On the one hand we experiment a lot and introduce new features in the games that we think will resonate with players. On the other hand, we are analytical and look at the data we
We use the data we collect so we can see what math, game design and theme combinations work well and where. We try to design games that have universal elements in them that everyone can relate to. We don’t do localised games apart from if we have an opportunity to create an exclusive game. As an example, if we were to develop a game for the German market, we would modify the theme or the reels for example as we know local players like expanding symbols. Overall, we try to include elements that resonate across all the markets we operate in.
Other entertainment sectors are making great strides in personalising content. What technology is available to personalise content on an individual level?
Tis question relates more to operators or supplier’s offering promotion tools that we are looking to introduce soon. However, we are already seeing personalised free spins or tools providing the ability to set up different tournaments tailored to the individual on the market.
What is the future for behavioural monitoring and content personalisation?
In the future, many suppliers and operators will make use of all the things that machine learning offers. Similar to a shopping experience with Amazon, you can get suggestions for gaming content based on your previous actions. Te technology could also be used to flag up potential problem gamblers which will significantly help the industry from a responsible gambling point of view.
NEWSWIRE / INTERACTIVE / MARKET DATA P107
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