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DATAART


Here’s to the future


2018 will see moves to make gaming more transparent and new technologies taking player experience to the next level. So say DataArt’s Mike Brett and Nikolai Filimonov.


I Mike Brett, VP DataArt UK “


n 2018 the onward march of new technologies will continue to transform the gaming industry from the clicks and mortar starting point of fifteen years ago. While gamers will see the user experience changing, the gaming industry itself will also see large changes behind the scenes.


We do not expect the Virtual


Reality gaming market to push into households or online in the immediate future


Virtual Reality gaming market to push into households or online in the immediate future.





INTERACTIVE LIVE STREAMING Interactive live streaming will continue helping the eSports industry grow. Gaming companies will invest their efforts in building strong brands on live streaming platforms for marketing purposes. Chatbots will augment the spectator’s experience and drive the engagement during live streams. ESports is a huge new industry vertical and in


2018 it will continue growing, specifically with millennials.


Nikolai Filimonov, Head of Marketing, iGaming Practice at DataArt


FACIAL RECOGNITION Surveillance systems utilizing facial recognition are unlikely to see improvement. More interesting will


USER EXPERIENCE The advancement of the mobile device has transformed the user experience over the years. More powerful than ever, next year will see the wider spread of Augmented Reality (AR) gaming segments on phones, iPads and so on, with rich graphics technologies, particularly Virtual Reality (VR), pushing into the marketplace. The main area of growth for VR will be in the retail space, where it will compete with old-school gaming machines. VR growth at home and online is currently impeded by the simple lack of choice for VR sets on the market. Therefore, we do not expect the


be any developments in the use of facial recognition to improve Know Your Customer (KYC). Although in its infancy right now, KYC-authentication through facial recognition without human interaction is on the horizon. KYC is a pain point for any game company and the implementation of this technology offers the prospect of creating a seamless, and less fraught, KYC process.


SMART SPEAKERS Operators are always looking at ways to get to end users and voice assistance remains a new channel of opportunity. The onward march of Amazon Alexa and Google Home will continue, but smart speaker technology is still in the early stages for gaming industry application. This is particularly true for casual users, for whom it’s easier to use a phone app.


BLOCKCHAIN Blockchain has been in a stage of evolution the past year and 2018 will undoubtedly see increased adoption of the technology in the iGaming space. The technology has reached an inflection point, and is on track to transform the gaming market. In 2018, although players are interested in more transparency, this space is highly regulated, and the impact won’t be seen as much on the user-side but rather on the operator and regulator level. Blockchain represents a tamper-proof system that


large companies and startups are both implementing, with different objectives in mind. We have seen a variety of new startups like Funfair and BetterBetting all adopting this revolutionary technology. This trend will continue with highly regulated spaces such as sportsbook & casino operators using it to cut costs, streamline internal systems, increase security, and enable easy settlement of transactions. At the startup level, blockchain will continue to be used in attempts to disrupt the traditional betting exchange business.


JANUARY 2018 95


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