innovation is a driver of player engagement and retention.
Never seen before formats, mechanics and bonuses offer an adventure that most players are at least willing to explore. Te challenge for the studio is to ensure that the experience resonates and that these formats, mechanics and bonuses hit the mark in the same what that Megaways and Slingo have done as new mechanics.
Of course, it’s worth remembering that Megaways was not an instant hit – just like other innovations, it took iterations of the mechanic to filter through to the masses and generate a buzz and that halo effect.
Shalva: Non-traditional casino games give players a greater sense of control over the outcome. With crash games, they get to decide how long they want to hold their nerve and when to cash out. Tis makes when for a much more engaging experience compared to traditional casino content like slots and roulette. Te gameplay is also fast-paced and ideally suited to mobile.
Ten there’s the social interaction that’s built into these games. Aviator is multiplayer, and participants can chat throughout their session and see live stats, bets and real-time updated leaderboards. Te engagement and entertainment offered by non-traditional casino content is simply unrivalled.
Shane: It’s about creating new experiences for players. On the table games side, there have traditionally been two choices: very basic, animated games and the realism of live casino.
P102 WIRE / PULSE / INSIGHT / REPORTS
“It’s about creating new
experiences for players. On the table games side, there have
traditionally been two choices: very basic, animated games and the realism of live casino. What we’re providing is the same realism of live, but with all the advantages of RNG gameplay.”
What we’re providing is the same realism of live, but with all the advantages of RNG gameplay.
Michael: With Livespins, we’re tapping into the Twitch and social culture that is becoming increasingly prevalent and essentially making an online casino game out of it by allowing the player to be actively involved through our bet behind system. Te early numbers suggest this is an experience that players enjoy and keep coming back to.
But as with all non-traditional games, it’s still early days as to whether they will stand the test of time. Tey’re certainly popular with operators looking to shake up their game lobbies with never-seen-before content, but ultimately players will vote with their spins and it’s my belief that not all these formats will be around for the long term. Of course, Livespins absolutely will be.
What player demographics do these games primarily appeal to?
Shalva: Generation Y and Generation Z are the core audiences for non-traditional casino games. But this makes the category an ideal acquisition tool for operators looking to engage this lucrative but hard-to-reach audience. Aviator is often used by our operator partners to entice this demographic of players to their sites and once they’re engaged with the brand, cross-sell them to other verticals such as slots, table games, poker, bingo and even sports betting.
Crash games are particularly effective in this regard – Generation Y and Generation Z audiences are familiar with the style of gameplay they provide (sleek interface, fast- paced action, social interaction, etc) and enjoy the chance to win money. Of course, they also appeal to existing casino players as it offers a new category of play that delivers an edge-of- the-seat experience with each game round. Tis is why crash games in particular are now a must-have for online casino and sportsbook operators.
Michael: Millennials and Gen Z are the main audiences for Livespins and other non- traditional casino games, but I think it’s important to clarify who fits into the audience segment. When we talk about Millennials, we often think of those in their early 20s but that’s not the case – Millennials are born between 1981 and 1996 which makes those at the older end of this category 40 years of age.
Entain coined the term “Digital Dads” which sums up this demographic perfectly – we’re
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