Pulse
INDIE STUDIOS LIGHT & WONDER, 1X2, INSPIRED DESIGN WORKS GAMING
Claire Osborne: Direct integrations can be costly and time-consuming and in many cases the operator does not have sufficient resource to integrate every independent game studio they would like to take games from.
By offering a wide range of games suppliers it makes the platform more appealing to the operator and gives smaller games studios the opportunity to access operators that they may not otherwise have.
How should aggregators work with studios to make their content more appealing?
Rory: Aggregators have such a great amount of data and knowledge about what works for who, and if what markets, that sharing as much of this as the can is the best way to help.
If you look at the different types of games coming into prominence, such as crash games and mine games, knowing where these games will perform strongest helps to steer themes and product improvements which ultimately benefits the operator, aggregator, and the studio. Feedback throughout the development process is also useful.
Tere are a lot of knowledgeable product people in the aggregation sector and as they often get to see games in the development stage, opinions are always welcome!
Claire: Feedback on what is working well in different markets, what RTP trends you are seeing and the promotional tools that are leading the way are all useful examples.
An aggregator has access to a lot of information that an independent games studio may not, that could help to focus games development in the right areas.
Steve: Data is extremely important. When we build our own games, we spend a lot of time analysing the data, including how the games have performed and what types of titles are working well in particular markets, extrapolating wider market trends.
We share that data with our independent studios, so we are very much shoulder-to- shoulder in working with them as if they were our own in-house teams.
Tey gain access to our in-house content experts who live and breathe slots, and we hold sessions with them – from both a data and player perspective – to bounce ideas across that will aid future development.
Troy: Aggregators can remove barriers to getting content to market more quickly. Tey reduce the investment an operator needs to make to test new content.
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Additionally, they validate our data to the operator to provide credibility. Tey can be another source of hype for a product that has been successful.
How important is dialogue between the provider and the studio to meetexpectations on both sides?
Claire: Incredibly important. Many time delays and issues are caused by a lack of communication. We need clear communication channels along the chain and to be able to get on the phone to work through issues is often the quickest way.
Troy: Any successful working relationship requires constant communication and touch points, and that rings true for one between an aggregator and supplier. Light & Wonder is a partner to DWG in many ways.
We communicate on a regular basis to make sure the day-to-day is taken care of and we understand what each operator expects from us and what is needed to push new games live in a timely manner.
We also strategise about what markets to enter next and what is required to get there. It’s very important and more cost efficient to be on the same page.
Rory: Constant contact is an expectation from both sides these days. However, I think the amount of touch points is one of the ways a good aggregator sets themselves aside from a poor one.
Having a Head of Account Management and a Head of Operations being in contact is all well and good to get things done but that funnel can slow things down.
When Account Managers can talk to their counterparts directly and Sales, Senior Commercial and all members of the ops and support teams all have multiple contacts and people who can help them push priorities, then the relationship can blossom.
Steve: It is critical. Generally, smaller studios will not have their own platforms and are reliant on their platform partner in many ways when developing games.
Data is a key element and, often the only insight they will receive will be provided through that partner.
“We share that data with our independent studios, so we are very much shoulder-to-shoulder in working with them as if they were our own in-house teams. They gain access to our in- house content experts who live and breathe slots, and we hold sessions with them – from both a data and player perspective – to bounce ideas across that will aid future development.” Steve Mayes
“If you look at the different types of games coming into prominence, such as crash games and mine games, knowing where these games will perform strongest helps
to steer themes and product improvements which ultimately benefits the
operator, aggregator, and the studio. Feedback throughout the development process is also useful.” Rory Kimber
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