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Interactive


GERMAN INTERSTATE TREATY ROUNDTABLE REALISTIC GAMES, KALAMBA GAMES, ISOFTBET, BONUSFINDER.COM, PLAYSON, RELAX GAMING


will have a pivotal role in strengthening the predominance of pan-European operators while consolidating the legitimacy and ambitions of local operators. Te attractiveness over time is also dependent on whether enforcement of sanctions against unauthorised operators is effective. Tere’s a fringe of the industry not located in Europe and less exposed to sanctions that will continue to target German players outside the regulation, leading to possible unfair competitive conditions. It remains to be seen if authorities are willing to assess the success and failures after a period of time and adapt the regulation to the player’s needs afterwards, but in doing so they’d likely have to consider re- introducing a level of flexibility and deviate from their initial strict objectives.


Is there a typical German player? What types of games are preferred in the country? Where do you see the key opportunities for the industry?


Tamas: Germany has a very strong land-based history so classic games with popular themes like ancient Egypt and book games work very well with local players. Taking inspiration from what works in the land-based sector is therefore often a safe card to play. We have to work very closely with our partners and work out the best way to make the player experience as good as possible and this will lead us to success in a new environment. Tose that focus on promotional tools and social gaming elements, such as those that are coming in our own Kalamba Bullseye platform, will likely do well.


Robert: From our perspective, there are many similarities between players in Germany and those in the UK. Our revenues certainly reflect that. Te three-reel slots in our portfolio perform very well in both countries but there is also an appetite for five-reel games. In that sense, players lean towards the more traditional style of slots that have transitioned from the casino floors. At the same time, however, as the online sector evolves under the regulatory regime, the popularity of newer and more innovative concepts will no doubt increase. Having a balanced portfolio that caters to a variety of preferences will therefore be crucial.


Fintan: Te German online market is still underdeveloped compared to Scandinavia or the UK for example. German players just want a good solid game play experience, as you can see from the popularity of the “Book of Ra” type slot games. Over time this will develop and expectations of German players will normalise with other countries.


Vsevolod: Te land-based casino experience has a big influence on the types of games they enjoy in the online space at present. German


P86 NEWSWIRE / INTERACTIVE / MARKET DATA


players appreciate slots that have the potential of big rewards and feature classic mechanics and themes. However, as the market grows and matures, we expect to see more variety in the games on offer. Te market is influenced by global trends just as much as any other, and we expect more players to embrace innovative concepts. Above all, it’s important that operators offer high quality and mobile-first games in order to attract new players and drive retention rates.


Alexia: Te new regulation might help refine the understanding of player preferences in Germany beyond the usual European trends. Table games like roulette, blackjack, baccarat and the like have been market favourites traditionally, but these will no longer be accessible to players online after October 15 until one of the eligible operators secures the required licence.


Te cliché is to expect that Germans will be very compliant with the restrictions and not seek what’s no longer permitted in the market, but it will have to be observed and quantified over time. Beyond the structural changes to the player experience, there are opportunities to understand further what local players like and want. Operators complying with the regulation will be able to market to players directly (after they consented), giving them an avenue the that won’t be available to unregulated competition.


How will these measures change the way suppliers develop content once the market opens?


Tamas: Te main thing that will change is that retention will have even more focus. It has, of course, been a hot topic in the slots market for


The cliché is to expect that Germans will be very compliant with the restrictions and not seek what’s no longer permitted in the market, but it will have to be observed and quantified over time. Beyond the structural changes to the


player experience, there are opportunities to understand further what local players like and want.


quite some time, but providers will now try even harder to retain more players for longer. We have seen a trend of online gaming in general, especially in the regulated markets, moving in that direction anyway.


We would naturally like more customers to return over and over again. We want players to come back every week and spend within their budget and have a great time in the casino or on a particular game. Tat's how the online business will thrive and grow in the long term.


Robert: Once the market has settled down and we are able to assess the impact of the changes, the restrictions may prove to have influence on suppliers’ attitudes towards the type of games they design. We could see a return to the low top prize/high hit rate scenario that was initially prevalent in other markets, particularly where there is a stake cap. Tose erring on the side of caution will likely stick to the lower 250x, 500x and 1000x models instead of taking a risk on the 100,000x multipliers that are common in the region. Time will tell.


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