Pulse
SLOTS FOCUS - INNOVATION JELLY ENTERTAINMENT
Jelly Entertainment: adapted innovation in slots
Are varying degrees of step-change within the boundaries of traditional slot mechanics truly innovative? David Newstead, CEO of Jelly Entertainment, discusses ‘adapted innovation’
and why true game-changers are few and far between despite the best efforts of developers to differentiate.
If you take the last 20 years, the industry’s had its moments, but I can’t think of too many occasions where the rule book’s been torn up and key players have all jostled to make gains on an untrodden path. Having said that, the industry’s probably been as innovative as it’s had to be.
David Newstead
Chief Executive Officer, Jelly Entertainment
There’s innovation, but then there’s adopted innovation. Prime examples of slot successes borne from
innovation that have gone on
to be embraced by players are the Megaways and Slingo
brands – and yet they both made their debut a good-few years ago and go to show that true game-changers are few and far between.
Tere’s innovation, but then there’s adopted innovation. Prime examples of slot successes borne from innovation that have gone on to be embraced by players are the Megaways and Slingo brands – and yet they both made their debut a good-few years ago and go to show that true game-changers are few and far between.
As for the term innovation? I do think it’s used too loosely. Tis isn’t to say that developers aren’t trying to do different – but much of what I see is evolution, rather than innovation; varying degrees of step-change within the boundaries of traditional slot mechanics – for example, varied- reel arrays.
In real terms, slots have changed very little. Tis isn’t to say that the steps developers have taken to offer more thrilling and entertaining experiences aren’t evolving gameplay and to players’ liking, I just feel it gets used too often.
Where do you think this hunger for innovation comes from?
As a developer, it’s a way to differentiate in all the noise. It’s a very crowded and competitive space and hitting on the ‘next big thing’ can transform a developer’s perception overnight. We’ve seen it.
P112 WIRE / PULSE / INSIGHT / REPORTS
Given all the other channels and media that are vying for their time, operators are increasingly looking at ways to attract and keep hold of the players of tomorrow – and differentiated content is part of the package.
Inboxes are full of developers vying for operator attention so grabbing attention is key. Many slot developers are focussed on developing and delivering the latest innovation to the market.
Does everyone really need to be innovative?
Not necessarily. True innovation is a gamble for both developers and operators, and there are only a handful of examples where it has really paid off.
Slot games should be taken into the portfolio for a reason. Tere’s many ways of categorising games but high-level differentiation – for which innovation is only a part – needs to give a clear answer to the question of what the point of the slot is?
Broadly speaking, content fits into one – or both – of two categories; Content that’s better and takes more money, and content that’s perceived to be better by the operator and improves the perception of the developer behind it.
Clearly, the ideal is for products to sit in both camps, and that should be the focus for content production, but there may be occasions where only one or the other is acceptable (or doable). But innovation isn’t a prerequisite for a game to fit into either.
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