FIRST LOOK GAMES
ready to spin the reels on the latest slots, which makes this channel of game promotion highly targeted. It can be difficult for studios to promote their games through other channels as ultimately players need to be able to see the ad or promotion and be able to click through to play the game at an operator site. Again, this is what makes affiliates such a powerful marketing channel – players can read a preview or review and jump straight to a casino that stocks the title.
Of course, First Look Games provides studios with exposure to more than 900 approved affiliates with a combined global audience in the millions. But we also help studios to get in front of operators and casino managers through the iGaming Business Slots Newsletter as well as the FocusOn Games – a premium slot recap which is published every month. We also have a great social media presence which we use to help studios drive further awareness of their games.
What makes affiliates such a powerful channel? ER: Affiliates have large, loyal audiences that are looking for the next game to play. Studios absolutely want to be engaging with these audiences so that they can make sure that it’s their game these players play next. Affiliates are also trusted by their players, so if they give a game a good review or recommend they play it, they often will do. That’s why it’s important for studios to provide affiliates with the information and assets they need to create content around their titles, and also be open to working with them for the benefit of both parties.
First Look Games
Elliott Resnick, managing director at First Look Games, highlights the most effective ways to promote new game releases.
Why should studios prioritise game promotion? Elliott Resnick: If they didn’t, players and operators would not know about the studio or its games. When you think of the hundreds and sometimes even thousands of titles stocked in any given casino lobby, having players aware of and searching for a studio and its titles puts those developers at a significant advantage over their rivals. It’s also a great way of ensuring studios maximise the return on investment made into each title, which can be significant if the game is more than just the skin of an already successful slot. Why would a studio stop at the point of production and not ensure that players know their latest big-budget title has hit the market and is available for them to play?
What are the most effective ways of driving awareness around their games? ER: Affiliates are hugely effective when it comes to game promotion, especially those that preview and review games. Affiliates provide studios with access to large audiences of players that are primed and
What are the most important assets for studios to provide to affiliates? ER: First Look Games allows studios to launch their own dedicated library where they can upload assets for each of the slots in their portfolios. This includes everything from game sheets to screenshots, demo links, videos and logos. The game sheet is the most important asset – to date, from the game sheets uploaded by the studios, we have had more 35,000 slot reviews created. Screenshots of each game are important, too, allowing affiliates to showcase what the game looks like and any key bonus features players can trigger and experience. Demo links are another must, allowing players to try the game before they click through to play it with their own money.
First Look Games allows affiliates to offer demo games in highly regulated markets such as the UK. This is done via our partnership with 1account – the player provides basic KYC details and, once approved, can play as many demo titles as they like. If they do not pass the age gating, a video of the slot being played will start instead.
Why do these assets work so well? ER: The game sheet is important as it provides all the top-level information about the game including the number of reels and paylines, as well as its RTP, volatility and the main bonus features that players can trigger. This information often makes up the basis of the preview/review with the affiliate. This also provides their own insights and thoughts on the design and sound, and how this comes together with the gameplay to give their verdict on the overall experience the slot provides. If this is then combined with striking images of the games, and the option to enjoy a few demo spins before heading to a casino to play the game, the player can get a clear understanding of what to expect from the slot and even enjoy a few demo spins before playing it with their own money. I think some studios struggle with game promotion because the responsibility for it is not clearly defined within the business. Some see it as a sales function, others for the marketing team. It can sit between both and with First Look Games, our platform does much of the heavy lifting to ensure that the promotion of games is as easy as possible and that the maximise return is generated.
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