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From land to online: the evolution of the omni-channel approach

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The US game market continues to grow tremendously, and land content suitable for online use is one of the driving forces behind casinos that are enjoying strong engagement with new and existing players. We’ve caught up with four industry developers to learn more about the process and how the omni-channel approach will evolve over the next year.

Brett Jackson, Creative Director of SG Digital

Robb Vecchio, Managing Director of Jogo Global US

Courtney Honer, Key Account Sales Manager for Greentube

Bragg Gaming Group Content Director, Doug Fallon

How do you identify the right land-based title and adapt it for online use? How easy is the process?

Brett Jackson (BJ): This is a process familiar to Scientific Games. There are many land titles that have been well adapted to the US online market. Recently, Dancing Drums Explosion has been introduced in the footsteps of Coin Combo Marvelous Mouse, 5 Treasures and 88 Fortunes. That said, it’s not easy to get it right. An important aspect is bringing the same level of presentation online. This is difficult given that EGM can hold up to 4 GB of local storage. I need to download the game OTA online and the operator wants the game to be less than 20MB. We are looking for animation techniques that use tools such as splines to significantly reduce the size with little or no visible effect. The betting behavior of online players is also different. For example, the minimum bet is lower. The math needs to be reworked to make it meaningful to online players without diluting or changing the basic feel of the game. The powerful performances found in games such as 88 Fortunes, Coin Combo Marvelous Mouse, and Dancing Drums Explosion show that they faithfully capture the charm and “mojo” of the original game.

Rob Vecchio (RV): Today, the demand for land-based inspiring content in the gaming space is enormous. While some large companies have the technology to make this possible, many SMEs are not capable of meeting existing demand. From a technical point of view, we have a secret source that bridges land titles to online space. While some large suppliers are feature-rich, we are agile and agile to create bespoke solutions that benefit our partners. It can adapt existing land titles or create a cross-platform omni-channel network that delivers this content to a wider audience. As you leave the casino venue, more and more land players are eager to log on to their mobile devices and desktop computers to play their favorite casino games. Some track and field operators are switching their marketing strategies to actively promote titles that can be played online. This is a good sign of the future in terms of brand awareness and player loyalty, boosting revenue.

Courtney Horner (CH): Identifying a suitable land-based title relies heavily on experience and data. Based on information about target groups, preferred game themes (fruits or themes), game math (RTP and features), and volatility, game suppliers can adapt their content to specific demographics and player types. Adapting these titles to online play is highly dependent on the type of player playing the game online. Branded game content appears to be very popular in the US land market, but the online market requires game types that focus on math and features. These factors are very important in the process of adapting your game to digital.

Doug Fallon (DF): Normally, we aim to move top performers from land-based to online, but we did the opposite, adopting top online games and adapting them to the land market. The process is not simple because there are many factors involved. Land-based game assets can run in gigabytes in size, and for online titles you need to reduce that to just a few megabytes. Land assets are designed for specific cabinet monitor configurations and processor functions, but online requirements include support for landscape, portrait, and various device and screen types. When converting land-based titles, it is often necessary to adapt mathematical models. This is because the betting structure is quite different, focusing on the betting multiplier and face value that can affect certain parts of mathematics with gradual size and frequency. Online, you’ll often find that adjustments are definitely needed between land and online games, as different approaches are often used for total bet size and different types of jackpot scaling.

Is the demand for new, original content declining as the US game space is now flooded with land-inspired content? How will this affect future innovation?

RV: Much of the online space is occupied by brands that have a tradition in the land market, and of course customers are following, so the content provided should be familiar to these players. Currently, player preferences in the US game market are very different from those in Europe. However, over time, things will change and operators will no longer rely on casino machine titles for digital services. We also expect more cross-polination between US and European gaming companies, especially with the introduction of European-style content on new machines on the casino floor. It is driven by the experience that online players would have experienced and the onshore casinos that are trying to recreate it at their venues. The more exposure players have to European-style games, the more popular they will be with a large audience and the more likely they will be to dominate the services offered by online operators in the coming years.

DF: A mixture of land-based titles and land-based titles Inspired A game that clearly has a game mechanics that resonates with US online players. Land slot games have about 75 years of history and learning, and we’re certainly seeing some of our knowledge migrating to online space. Looking at the high-performing titles, the game mechanics are diverse and there are many original online titles that are popular. It is important to note that market influences and player preferences can have a significant impact on game performance, as US players are usually accustomed to experiences that are very different from European players. Even within the US player segment, regional differences in certain game styles are certain to resonate more. Not everyone who plays online plays in a casino on land, so there is always room for new and original content. Online is generally cheaper to design and build, so you can innovate with new ideas and get quick feedback on player acceptance.

CH: As with the experience in Europe, players are expected to be interested in innovative and original gaming content, even when land-based inspired gaming content is being pushed online. There is a natural alternation of generations of players that occurs every 15 to 20 years, and this current alternation of generations always requires innovation. This could lead to the development of very interesting gaming concepts in the future, further integrating the various gaming worlds.

BJ: I need a balance. Obviously, there is a strong demand for high-quality adaptations of these land titles that players know and love in the United States. It is our negligence not to provide players with a friendly and enjoyable experience in the digital space. That doesn’t mean there is a lack of innovation in both land and online titles. In the studio, you can digitally experiment with new themes and mechanics and transfer them to the terrestrial environment to make them more attractive. A new type of player. We are global and have the great advantage of seeing early trends in other markets that can adapt to the US market. There is also strong demand for original game content in the United States.

How does this affect the omnichannel experience as more players move to the online environment to play their favorite casino games? How can technology improve the approach?

CH: To lock players inside a wall, you need to create a true omni-channel experience. This requires the deployment of innovative technology, from the launch of synchronized cross-channel games to a full-fledged 360-degree gaming solution. Greentube started developing omni-channel products 10 years ago. The currently available server-based gaming solution, Plurius ™, completes the 360-degree product offering by integrating online, mobile, and land-based gaming within Greentube’s gaming platform. Players can share the same gaming experience on all devices and benefit from a seamless device change solution to have gaming sessions on any device and continue playing at any time. Therefore, further technical improvements to consoles and software development kits are critical to creating a sustainable gaming experience and performance.

BJ: We are constantly looking for ways to improve the player’s end-to-end experience. If a player is in a casino enjoying 88 Fortune and wants to continue that experience while on the move or at home, our challenge is to make the journey as seamless as possible. In addition to tools like Spline, we are also looking at new audio technologies that can digitally deploy the original music and audio mix of track and field games. Another factor we are considering is the jackpot link from the terrestrial world to the digital realm. This is also a technical issue. The closer the player’s land experience and online experience are, the better, but much more remains in this regard. Ultimately, we are responsible for both the player and the excellent content that SG has developed over the years. We strive to ensure that players can enjoy their favorite games anytime, anywhere.

RV: Games, like any other lifestyle, are approaching mobile devices. The number of machines on the floor can be reduced by up to 40%, even though the scaffolding remains high at the various casino venues I have visited in the last few months. Fortunately, RGS has the technology to deliver content to both channels. Even as the scale of operations on land shrinks, it’s important to provide fresh content to players who enjoy the industry heading to the venue. Ultimately, we want to capture the next generation of gamers using mobile devices after leaving the venue and offer the same title so they can enjoy the same experience off-site. An important challenge for operators is to convert them into online channels and increase the size of their wallets.

DF: Omni-channel operates in both terrestrial and online environments, so it’s certainly a hot topic among today’s carriers. There are benefits to cross-selling products by promoting content on both channels at the same time. The onshore and online experience can vary significantly from player to player, as certain environmental factors cannot be reproduced. Playing your favorite land titles online is an important selling point, as land casinos have limited floor space and your favorite titles can be deleted, but online forever there. You can stay. Conversely, popular online titles can be tested online fairly quickly, allowing them to be brought into land space where the cost of performance risk can be kept low. We know that the online market introduces a new player base and not all play in physical casinos. So perhaps omni-channel marketing could drive them to visit casinos to play “real”. Try new and innovative games that regularly appear in online casinos.



From land to online: the evolution of the omni-channel approach

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