PRAGMATIC PLAY diversification first Putting
Melissa Summerfield, Chief Commercial Officer at Pragmatic Play, on why the importance of investment in innovation cannot be overstated.
burgeoning online bingo market. While cross-sell between scratchcards and lottery content may be high, by way of example, both providing a burst of swift and high-reward content, cross-sell between bingo and other iGaming verticals has historically been low. As such, scratchcards – being a familiar and easy to understand concept – can to an extent be approached as an acquisition tool for a provider’s wider content library. However, applying the same commercial concepts to the launch of a bingo product would constitute an ill thought out approach to a very well established and highly competitive vertical. Engaging in a long-term assessment of the
T
Standing still in this business leaves you at risk of being left behind
“ ” 56 APRIL 2018
he speed at which the iGaming industry moves, in terms of both regulation and product innovation, is a subject that draws plenty of comment – and justifiably so. With commercial rapidity at the heart of
many provider’s growth strategies, it is safe to say that standing still in this business leaves you at risk of being left behind. When it comes to staying ahead of the competition, consistently enhancing a core offering while expanding into new verticals is a provably successful means of getting out in front of the competition. This is especially vital when considering the number of competitors vying for that all important “eyeball time”. The iGaming industry at large is becoming increasingly crowded in nature, with verticals including slots, bingo, table games, scratchcards, sportsbook and virtuals battling for players’ attention, and falling over themselves to offer players something genuinely different.
Know your audience
However, in so doing, it is vital that providers do not launch entries into new verticals with a homogenised, “me-too” offering. Bringing new products to market in a vacuum, blind to the intricacies of each particular vertical’s player-base is rarely the first step on the road to success. A clear example of this can be found in the
opportunities and challenges that entry into a new vertical presents is crucial, and something that we at Pragmatic Play have needed to pay close attention to as we expand our offering alongside our commercial reach.
Variety is the spice of life
While the creation of a portfolio of video slots both popular with players and profitable for operators has helped Pragmatic Play to establish itself as one of iGaming’s fastest-growing providers, we have recognised the need to embrace product diversity in seeking to gain an advantage. With this in mind, we recently undertook a new offering in two new verticals, scratchcards and bingo – both sectors that are becoming increasingly popular as players seek a diversified gaming experience. Our scratchcards draw on the popularity of our slots catalogue, themed around some of our most popular titles such as Wolf Gold and offering a top pay-out of 1m, while our bingo product is unique in its mobile driven angle, with the highest number of customisation options of any product on the market. Without doubt, developing video slots with a focus
on new ideas and driving player engagement with intuitive gameplay and well-designed bonus games remains an utterly crucial aspect of our offering to our partners. The requirements of regulated markets are in a
constant state of evolution, and it is vital that providers diversify their offerings in order to capitalise on the ever-growing demand for new content that this carries with it.
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