Interactive
LATAM GAMING CULTURE VIBRA GAMING
complex products till they reach European style games. Eventually all players reach a maturity level but we believe it’s better if we help them enjoy the experience all the way through.
Does the research influence everything from artistic style through to mathematics, or do you have a house Vibra Gaming formula that can be tweaked to individual markets?
Tere is no formula that applies to all markets because they all have their singularities, maturity levels and a different relationship with gambling in general. On the other side, there are quality and technical standards that have to be met in order to develop successful games for the most competitive markets, and we have done that for more than a decade.
At the end of the day, a good game is a good game anywhere in the world from a product perspective. However, from a player’s standpoint, that can be very different and you have to take them into account providing products they like and are somewhat familiar with. We are from LatAm and we feel we know what they want. We have worked in regulated European markets, and we know what is required there too. So I think that’s our special formula, talking the language on both sides.
P80 NEWSWIRE / INTERACTIVE / MARKET DATA
Market research is huge to the success of a game. Even in a generic game you have to cover the bases and make sure it is culturally appropriate, for example. When going into a new market, it becomes even more important not only because it needs to be appropriate and relevant but also because it needs to consider player experience. Guiding their learning curve is also a way of earning their loyalty and gaining a competitive advantage.
How important is market research to the success of a game?
Market research is huge to the success of a game. Even in a generic game you have to cover the bases and make sure it is culturally appropriate, for example. When going into a new market, it becomes even more important not only because it needs to be appropriate and relevant but also because it needs to consider player experience. Understanding the player’s starting point is key in order to offer products they are comfortable with. Guiding their learning curve is also a way of earning their loyalty and gaining a competitive advantage.
In Europe and Asia, we often see recurring
game themes. Are there thematic stereotypes in the LatAm market?
Tis is a great question. My understanding for LatAm is that titles with a very local flavour have not been successful in general. On the contrary, in Asia regional themes work great. Each market in LatAm has its own preferences in a number of different ways. In Argentina, players are really into Egyptian and mystical themes and players also like aspirational Vegas- like games. Irish themes are successful practically everywhere but in Ireland. Brazil loves video bingos. I believe there is no general rule that applies for LatAm, although there are themes that work well in general which can be combined with functionalities and game
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