If suppliers want good spots on lobbies, they need to release content constantly - making it a game of quantity over quality. Why create less games with greater innovation if it means less revenue is made? It creates a never-ending cycle of reducing supplier profit margin, forcing them to release more content.
improve the relationship with players, improvement first need to be made on the CRM side.
However, even improvements in this regard - which we're now seeing - won't fundamentally change the dynamic of the player experience.
How can operators differentiate their iGaming proposition when competing operators ultimately have access to the same titles?
It's about the experience operators create around playing games. Excluding exclusive content, operators have the same library of titles so ultimately it doesn't matter if players are accessing a game on tier two or tier one operators’ app, the gameplay experience itself is the same aside from small changes in the CRM and bonusing.
How can operators ensure incremental player value for every game it launches?
You have to consider how much content a player can realistically consume. When a videogame gets released on PlayStation or Xbox, players talk between themselves about a product which is advertised everywhere. Tis means a FIFA game guarantees an explosion of interest for six months, before gradually tapering off.
In gambling, we don't have access to that much marketing when it comes to pushing a slot. It's about tailoring what games operators provide to players without trying to influence them to play something they don’t want to. Content is very tricky because it's personal to each player.
If suppliers want good spots on lobbies, they need to release content constantly - making it a game of quantity over quality. Why create less games with greater innovation if it means less revenue is made? It creates a never- ending cycle of reducing supplier profit margin, forcing them to release more content for spots on the lobby and 30-40 games per year being pushed out.
How can operators encourage players to try an alternate type of game - one they are less familiar with - without potentially disenfranchising them?
P90 WIRE / PULSE / INSIGHT / REPORTS
It's about giving players more reasons to play a new type of game. Operators should then incentivise and position games accordingly. In terms of how this is achieved you can utilise different promotional mechanics such as free spins and progression systems to give players a particular pathway of content they might like.
Would you say igaming has already achieved its breakthrough moment in game mechanics, or is the best yet to come?
I don't think so. For instance, Spribe is a very simple game mechanic that's worked incredibly. Te simplicity has seen massive engagement uptick, offering a layer of interaction and tapping into a younger demographic that likes App Store games. Slot games should look at this and add more layers of interaction.
How can UX and game design be better utilised to provide better interactivity and sensory engagement?
Look at Blackjack which is mostly played by a younger demographic than Roulette or Bingo. Tis is because there is greater choice and interaction. Choice is an important dynamic of interaction as it demands engagement. When it comes to emotions, it's about balancing out what players are getting in return for the actions they are taking.
It's psychological. How players perceive the value they are getting back is very personal. You need to make sure players feel they are being rewarded. Tere isn't one silver bullet you can push onto a website for players to be emotionally invested.
Developers need to take different mechanics specifically focused on individual behavioural response. From there it's about combining multiple different features to create a more holistic experience. Tis is where it gets tricky about how to balance the feeling of reward.
Some brands have begun to take the approach of giving 10 free spins for the first 15 days rather than giving one large welcome offer. Players are more invested as they feel they are getting extra value from free tokens, but it is being split over a period. It’s a simple mechanic that gets player buy-in.
Look at Blackjack which is mostly played by a younger
demographic than Roulette or Bingo. This is because there is greater choice and interaction. Choice is an important
dynamic of interaction as it demands engagement. When it comes to emotions, it's about balancing out what
players are getting in return for the actions they are taking.
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