INDUSTRY ROUNDTABLE
us the competitive edge to offer players the best gaming experiences.
further within this category. The greatest challenge digitally comes in adapting the next generation of RNG table games for mobile devices, particularly with a large audience predominantly accessing content in portrait mode only. It means table games must be fully optimised for mobile in today’s marketplace, and not just compatible.
The development of multiplayer RNG table games is another key differentiator which adds a social dimension, enabling users to play and communicate in real time without compromising the RNG aspect that makes them popular. MR: We have tried to constantly improve our games with incremental changes. We are following the trends and the evolution that is going on in the industry in general and trying to incorporate that into our RNG table game spans and prefer simplicity, speed of gameplay, and the thrill of getting a big win (or coming incredibly close to it). We have tried to include those elements in our table games. I think that what is important is to keep the games evolving but committing to iterative improvements rather than dramatic innovation when managing traditional RNG table games. AB: Innovation in core table game mechanics is less frequent than in slots as the evolution of mechanics isn’t the main draw for fans. Features like side bets in Blackjack have however been added providing an engaging layer of customisation for players seeking a more dynamic experience.
Realistic’s table games differentiate themselves through the accurate and ‘realistic’ design we create each table game with, focusing on capturing the essence of these experiences as true to life as possible within a digital medium. We are table games on mobile which allowed us to grow a loyal fan base and become the go-to provider approach is a big differentiator for us when compared to the rest of the market.
To what extent do customisation and branded tables contribute to an operator’s success and player retention? DJ: Having crafted bespoke tables for numerous operators, Light & Wonder recognises the power of customisation in table games. This tailored approach fosters immediate familiarity, enhancing trust and legitimacy among players. With up to 90% of tier-one and tier-two operators in the industry incorporating customised table games, aligning with their brand through colour schemes, branded baizes, card backs, and loading screens, it has become a crucial tool for engagement. While the quality of the product still prevails as
Madis Raus While they
maintain simplicity at their core, the past 20 years have witnessed the evolution of the basics in addition to numerous side bets, each offering a variety of options, catering to players with diverse preferences
the biggest aspect of the overall experience, we have found a way in the product development stage that allows us to seamlessly integrate branding into the table games (both RNG & Live), helping operators to differentiate themselves. Whereas before, it was primarily limited to tier-ones, we are now at the forefront of offering it to all operators as a complementary service during the integration process. MR: A portion of the RNG table games market share has shifted towards live casino products. A similar trend has happened in the real estate on modern casino sites. Some newer operators no longer have a category for RNG table games, so the content gets lost somewhere behind the live titles and new types of games
With an increasing number of new operators launching their sites, they are also looking for ways to differentiate themselves, be it by introducing new and innovative game types or establishing a strong brand identity with a selection of exclusive branded titles. Offering the established classics in a new branded look could prove to be a way to secure prominent placement on the operator’s and play it, while just releasing a generic RNG table title will often go unnoticed amidst the competitive landscape. AB: operators seeking to boost brand awareness and imagery throughout their gameplay experience, creating a stronger connection. This can be particularly effective in attracting new players who might be drawn to a familiar brand name. However, the impact on player loyalty and positive experience with a particular online casino over any inherent brand loyalty when choosing where to play.
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