What's the theme of the Light & Wonder ICE booth this year?
Wayne: I think the theme that I’d really like people to take away is quality. Te quality of the product that we've got on the stand is the best we've ever had, and we're really looking forward to seeing these products hit the floor over the next year. As that happens, our casino partners will feel that quality and hopefully their players will enjoy it. If you take something like Frankenstein, which has been released recently and installed into the first casinos, customers have absolutely loved it. We've got customers queuing up for it, and that's what we want to create for our casino partners. Hopefully the theme is happy customers who have seen all the quality products we have to offer at ICE London.
Simon: We've not really gone for a single theme. What this is really about for us is demonstrating the breadth and richness of our offering. Tere are very few operators or suppliers out there who can cover the ground we cover from gaming machines, tables, systems, and, of course, iGaming. At ICE, it's all here. We are the leading cross platform provider in the space, and for us, that's part of what we bring that's unique. And what's great about the ICE format is we can really showcase that.
What role is cross platform gaming playing at Light & Wonder?
Simon: An ever growing one. Obviously, we're here in Europe, this is one of the more mature markets where we're already working together to bring shared experiences, shared games, a shared concept across shared customers. And so it's very mutually supportive. America is opening up very quickly too and providing new frontiers. We're seeing our land-based customers expanding their portfolio. And we're seeing online customers looking at the land- based game portfolio to drive engagement, to drive their customers and understand what we're doing. So for us, it's a fantastic opportunity to showcase how active we are across the entire waterfront of international gaming.
Dagmar Bator Head of Marketing and Strategy Execution Live Casino, Light & Wonder
We are introducing new game shows for which we are
leveraging IPs from Light & Wonder, which is a unique
proposition for the live casino sector. Of course, as part of Light & Wonder, we having
access to very unique IPs. Last year we went live with Sevens on Fire and Rainbow Riches Live, which was the first time that we bring such IPs to live casino.
Wayne: Cross platform varies from market to market. If you look at a market like the UK, cross platform’s hugely important. We've got lots of operators that are very integrated and iGaming is a large proportion of their business, as is land-based. So the success of their business is making the two things work together. At Light & Wonder we're incentivised to help our customers do just that.
In other markets, where either iGaming is not legal yet, or iGaming is a smaller part of the overall offer, what we tend to find is the games that work well in land-based casinos tend to translate well to online players, who the like familiarity. Tey like games that they know, they like games that they can trust. So it becomes a really important part of our portfolio because it helps us to offer games for our casino partners across all of their channels.
What's the reception been like for Squid Game?
Simon: Tere's a lot of excitement. I think people have been really interested and invested in how it plays, how it works, what the mechanic is. Te brand is so well known from
the Netflix drama, so popular, that people are intrigued by how we've managed to gamify it and bring something which is both a playable and entertaining slot machine, while at the same time retains the veracity and authenticity of the Squid Game franchise. So we're excited about it and the customers have loved it so far.
Wayne: Everybody loves it. It's a fantastic game. It's a real fun game. And if what you're trying to do with these branded games is to get customers to stop and think, “wow,” this is the game that does it.
At ICE, as visitors walk past the stand, we see the game go into the feature and you've got the red light, green light or tug of war. People are transfixed. And that's exactly what we're trying to achieve with these sort of games. Of course, we've got to make them fun and playable, but we're very good at that as well. So for us in this market, Squid Game is a perfect example of a game appealing to a different type of player, a younger player who doesn’t consider themselves a slots player, but who would play a title like Squid Game. So we've got really high hopes for it.
What's new in live casino at this show?
Dagmara Bator: We are introducing new game shows for which we are leveraging IPs from Light & Wonder, which is a unique proposition for the live casino sector. Of course, as part of Light & Wonder, we have access to very unique IPs. Last year we went live with Sevens on Fire and Rainbow Riches Live, which was the first time that we bring such IPs to live casino.
We also launched Blackjack with our Shuffle Master side bets, making us the live casino provider with the largest side bets library in the industry. And in 2024 we will continue this path. We are launching 88 Fortunes, which we will be launching in the next couple of months.
We are further offering a lot of bespoke opportunities with localised studios that we are building. We are offering bespoke roulettes with our unique multiplayer on top. We are offering blackjacks and baccarats with a unique side bet library. We can also add the Shufflestar, continuous shuffler to tables to ensure that our side bets are available at all times.
We also have bespoke opportunities through our game UI that is very attractive for those who have a multi-brand strategy. And we also offer very unique live thumbnails, live banners, which is a real-time stream for the casino websites. It's very good for the operators and for their marketing teams because they can show the games in real-time and so players know exactly what they are going to play, even before they click a thumbnail.
For those operators who have a land-based presence, we also have a unique offering, Quartz Live. It’s designed for operators of Light & Wonder ETGs, for whom we are adding an extra installation on top, which can be streamed to their online casino. It’s an offering that we presented just a couple of months back, which is gaining major traction and interest from operators. And for the true omnichannel solution, we are also delivering land-based streams from various casinos around the world, for which we’re also looking for partners.
WIRE / PULSE / INSIGHT / REPORTS P35
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