Interactive


BRIDGING THE DIGITAL DIVIDE SG DIGITAL & SCIENTIFIC GAMES


Online players want longer session times and for their money to last. They want


entertainment whilst playing on their phone. It is an


entertainment business we


UK when bringing games from the offline market in bookies and FOBT's online. In the main, digital artists work on digital content. Tere is a lot of to-ing and fro-ing to get the assets and layouts right. Tey do work together but ultimately digital artists are responsible for digital content across our studios. Tis is typified by how different these games are. A game going live in the land-based in the US sits on a 12-foot-high curved machine with surround sound and a big comfy chair whereas we have to fit the same game onto an iPhone 5, an iPhone 11 and a desktop. Different skill sets are required to get the games where they need to be.


How complicated is the transitioning of titles from tall, curved land-based screens to the horizontal medium of mobile phones and tablets? How are the graphic assets managed? Is it a transition or do games undergo a total rebuild?


I wish it were a transition where you could simply port a file! When a game comes across from land-based to digital, they are still four to


P122 NEWSWIRE / INTERACTIVE / MARKET DATA


are in so there is a lot of time spent in math, art, UI, the front-end, engine


development, and the creation of the GLM that powers the game.


six months in the making. All the elements need changing aside from the logo. Te mathematics is a great example. Te math in land-based content is far from what we want to go into digital games - it would not work as the games appeal to a totally different market. In land-based, the mathematics appeal to a casual player coming in and sticking $20, $50, or $100 into a machine and having 50 spins.


Online players want longer session times and for their money to last. Tey want entertainment whilst playing on their phone. Tonight, do you want to make use of your Netflix subscription or deposit £20 into a casino and have some fun that way? It is an


entertainment business we are in so there is a lot of time spent in math, art, UI, the front-end, engine development, and the creation of the GLM that powers the game. We get a head start with land-based content as we have their take on it but ultimately it is for us to bring it to the digital market.


How do you know what titles will perform well across land-based and digital? Do you first until a game proves itself in the land-based market first before bringing it across?


My peers in the land-based side have been doing this a long time so they have a lot of experience of content that works well in land- based and they know that market very well. Te decision to bring games across to digital requires several data points to be examined.


Firstly, it is to get the opinion of the land-based team. If they have launched a game in the US that has been on the casino floor for six months that hasn't performed very well they will be up front and candid to say it has not hit the mark for them. We then take the game internally and


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