CASINOBEATS SUMMIT Intercontinental Malta, Malta May 23-25, 2023
Competitionlabs: iGaming experience? It’s lacking
Its increasingly tricky for operators to balance the level of content they are receiving with the speed at which players can consume. Whilst the games are advancing from a visual and performance
perspective, Matthias Ciappara, Chief Commercial Officer at real- time gamification company Competitionlabs, says regulatory and technology hurdles hinder the overall playing experience.
Matthias, a specialist area of yours is gamification. How do you see the future of gamification in iGaming?
I have some issues with the definition of gamification itself – ‘the utilisation of a game design element’. Gamification is mostly used in videogames. Fortnite uses gamification everywhere.
Secondly, what is a game design element? Let's say you are in a game and fighting against a boss. You need to do a difficult task and get rewarded for achieving it. Psychologically is that any different to when you are working hard at your place of employment to get a bonus?
When you consider what makes games engaging, it's the same things that make life engaging. Ultimately, how our brains react to things hasn't changed. What we're changing is how we deliver experiences. Psychology and behavioural science are in everything we do as humans.
Gamification is pure psychology: being able to create products that Leave a positive sentiment and emotional state that players can actually connect with. Humans are predictable. Gambling is a very innate behaviour. Everything we do is a gamble.
Is the iGaming industry as innovative as it once was?
It depends on how you define innovation and what aspect of iGaming you are looking at. As an overall playing experience, it's lacking.
If you look at the land-based side, there is a P88 WIRE / PULSE / INSIGHT / REPORTS
level not so much. Tis is because the same technology is being utilised.
Matthias Ciappara Chief Commercial Officer Competitionlabs
whole environment and experience around playing a game. Unfortunately, the iGaming side is constantly being bombarded with skins and excessive levels of content.
In terms of the games themselves, they are advancing significantly from a visual and performance perspective, but on an experience
Another issue iGaming faces is that games aren't on display for long enough on operator sites because more than 50 titles are being released every week. There are games being created with much better
retention mechanics than what is most popular, but they aren’t being given time to succeed.
Outside of the games, the gaming experience is the same as 10-15 years ago. Tis is for several reasons, but a large contributing factor is regulatory. If you operate in multiple jurisdictions, you are ultimately going to spend more time and investment trying to adhere to different sets of regulations than innovating.
Another issue iGaming faces is that games aren't on display for long enough on operator sites because more than 50 titles are being released every week. Tere are games being created with much better retention mechanics than what is most popular, but they aren’t being given the time to succeed.
Its increasingly tricky for operators to balance the level of content they are receiving with the speed at which players can consume.
The advent of AI in analytics means that igaming developers and operators have access to an even greater understanding of who their players are and how they behave. Is this data being properly utilised?
Not yet. Tere is a large difference between having insights and being able to action on them. Currently, the problem is we can extract a lot of insight but there isn’t the technology to action on these learnings and tweak accordingly in real-time.
When a player is having a negative experience, the technology can’t course correct quickly enough. We're getting there, but as an industry we're still struggling with segmentation models. Before we can action on AI and
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