Interactive
BRIDGING THE DIGITAL DIVIDE SCIENTIFIC GAMES & SG DIGITAL
experiences. We therefore design these game types for players on that hardware.
Most of the dual screen content we do, such as the Lock It Link series, are tailored for this experience. We do offer some of these games on the vertical screens, but in the main verticals feature licensed games like WILLY WONKA and THE WIZARD OF OZ - more 'tourist' types of experiences. We do switch between the two but there are player segments that seem to prefer one piece of hardware over the other.
Slot players are perceived as being older and prefer more traditional games. How has the demographic of land-based players changed in recent years?
Te meat of the demographic is still the 55- year-old woman at the casino. Tere are certainly younger players who now play slots with the rise of YouTube - there is a whole community of slot bloggers who film the games and run their own commentary with large followings. Tis is awesome from a game making perspective as we can see people engaging with our games without leaving the house. Te slot blogger community is younger than your typical 'core' player.
Te different players within the slot community are less to do with age demographic than the kind of player you are. Are you someone who likes to win big or go home, or are you a value player? I think there are people of all ages in both categories and that has not changed much. Tere are more discernible differences in age groups on other parts of the casino floor. Table games and ETGs tend to capture younger players than slots do. However, within slots, we cover the whole age spectrum.
How do you capture the attention of slot bloggers and the younger demographic?
Tis is a tough thing to achieve for several reasons. Casinos want to see more young people playing their games, but younger people spend less as they tend to have less disposable income. Tere are two drivers to this. We want people to put money into our games so they perform well and casinos are happy with our product. Equally, we also want to bring new people in. However, new gamblers tend not to have the same spending power or desire as your normal player. You then end up making games for a segment of people who are less financially valuable to the casino and these games tend not to perform as well. Te casinos then ask why they are spending the same amount of money on new games that are not making as much money as others they have paid the same price for.
If the industry wants to attract new people, it P118 NEWSWIRE / INTERACTIVE / MARKET DATA
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