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Branded slots: how important are they for operators?
Branded slots were once a highlight of online casinos, with software providers paying plenty for the privilege of a licensing agreement. However, over the last decade, there’s been a reduction in the number of branded slots being produced, prompting us to ask how important branded slots are in the gambling industry today.
By Pavlos Sideris, director at Double Up Media.
The golden age of branded content
During the high time of branded content, securing a license and creating a branded slot would drive player activity. Branded slots work by using well-known cinematic or cultural references that players easily recognise and are attracted to play. Therefore it proved a legitimate strategy for games developers and casino operators to target players, showcase their games and increase their reach.
Some of the most successful games that instantly come to mind include Playtech’s Marvel slots, Microgaming’s Game of Thrones, Jurassic Park, Bridesmaids (and many more) or NetEnt’s Guns N’ Roses. Still, the number of new branded casino slots being created has reduced significantly in recent times.
A time-limited and risky strategy?
Over the last decade, fundamental shifts have occurred in the iGaming industry. In many ways, branded content was always a time-limited strategy for a studio to gain greater popularity. However, trends have changed, and players are now more attracted to new mechanics and game innovation than a licensed brand. Additionally, as the market competition has increased, more studios and new game releases have increased the pace, reducing the potential exposure of each game and making significant investments into licensing brands a less secure strategy.
There is also the fact that brand licenses are time-limited. The case of the disappearing Marvel Slots is a notorious example of this. In 2009, gaming giant Playtech created its first Marvel-branded slot; the provider created 30 different Marvel-branded titles and became iconic for these slots. The same year, Walt Disney Studios purchased Marvel and made it clear they would not renew the licensing agreement when it reached term. Thus, in 2017, when the contract ended, Playtech had to pull all the games, many of which were the studio’s most popular titles.
This case highlights how licensing agreements can be costly for software providers and high-risk. It also demonstrates the role of the brand, which can be potentially problematic for studios to work with. In this case, Walt Disney didn’t want to be associated with gambling, but in other cases, brand agreements can put other constraints on software developers on how they can employ the brand and the games created. These constraints do not marry well with the modern slots market, which is innovation-driven.
Speaking recently on a panel session at the SBC Summit Barcelona titled ‘Branded slots: tapping the zeitgeist’, CEO of Relax Gaming, Simon Hammon, confirmed this when he said that branded slots are a “bit of a nightmare” and not worth the return on investment compared to the cost. Plus, when coupled with the increased competition in the industry has created a different landscape, operators are “no longer excited about branded games”.
Nicolas Longmuir, CEO at AvatarUX, also part of the panel, added that the constraints of the licensing agreements put limitations on the games creation and creativity process in line with brand guidelines.
The issue of time-limitations is bigger than just contractual terms; there is also the fact that brands, especially those linked to series, will see a drop in player ratings once the airing period ends. According to Hammon, this makes building your own brand far more powerful, like Relax Gaming’s Money Train series. Other examples include NetEnt’s Gonzo character, which has gained cult status and even game themes, like Book of Slots, which transcends studios.
New way forward: building brand loyalty with distinction
As the industry has developed and tech skyrocketed, new studios have increased competition. This has created an ever-worsening bottleneck for casino exposure, leaving providers to turn to other strategies to highlight their games to build brand loyalty.
Generally, these newer strategies are based on the same tactics as releasing branded slots – building hype, getting players to enjoy a taste of a studio and hoping they’ll come back for more – but they are less risky, costly and constraining. Here are some major trends slot studios currently rely on rather than created branded content.
New mechanics
Today’s main currency of successful slots is not blockbuster branding but new mechanics. Big Time Gaming kicked off this reel revolution with their ground-breaking Megaways mechanic, but now every studio is launching multiple new mechanics hitting the market on a monthly basis. This trend has touched every area of modern slots, even jackpot innovation, such as Red Tiger’s Daily Drops or Pragmatic Play’s Drop and Win titles.
High volatility games with big payouts
Alongside new mechanics, players are looking for ever more exciting gameplay and big payouts, with most seeking high volatility math models and big max wins. Nolimit City is another example of a studio championing this, famous for its high volatility math models, big payouts and award-winning slots.
Seasonal slots
Another common strategy is creating seasonal games. Slots based on a specific holiday are easiest to market. They create an uptick in players, can be twinned with bonuses, and mean studios reach new players. Casinos usually market to players based on the season, so games that match this are more likely to hit the casino floor.
Building unique game brands and narratives
The be-all and end-all seems to be if you can create a slot brand in its own right, and we’ve seen plenty of examples of this (we mentioned a couple earlier – Money Train, Gonzo etc.) While this is not easy to achieve, psychologically, it appeals as players engage more when there is a well-developed storyline, which good slot series and branding deliver.
Do branded slots still cut it?
So, how important are branded slots for operators in 2022? The answer is, not very; they are now regarded more as costly marketing options of the past than a route to successful exposure at the casino.
As the market and industry ecosystem has developed, so have software providers, becoming more competitive and proportioning funds to invest in home-grown innovation over expensive and potentially restrictive brand licenses that are ultimately subjective to the brand’s company goals.
However, in the current ever-competitive landscape, where a handful of the most popular providers dominate the front pages of casino lobbies, gaining casino exposure still presents a significant barrier to success for software providers.
By Lorenzo Nardini, Head of Technical Compliance and Maths Services
In the dynamic world of online gaming, data plays a pivotal role. Databases containing personal and financial information, often referred to as “Safe” databases, serve as the backbone of any gaming platform.
In this short article, I focus on control databases (CDBs) – that is how Safe databases are referred to in the Dutch landscape – and why it is important to ensure their completeness, accuracy, and consistency through continuous data quality review. In any case, the topics here covered apply to most regulated markets.
Control databases contain critical information related to player accounts, financial transactions, game rules, and security protocols. Essentially, they ensure the smooth functioning of the entire gaming ecosystem. It is no wonder that the Dutch regulator (KSA) enforces specific technical regulations on them and often perform audits on these systems that can result also in fines in cases errors are detected.
Data quality review checks
Data quality review checks play a pivotal role in maintaining the integrity of control databases, ensuring continuous compliance. Here are some key reasons why they are essential:
- Accuracy and Consistency: Control databases handle vast amounts of data, including player profiles, game logs, and financial records. Ensuring accurate and consistent data is crucial for fair gameplay, financial transparency, and regulatory compliance.
- Player Experience: Imagine a player losing progress due to a database glitch or loss of connectivity. Such incidents can lead to frustration and loss of trust. Data quality checks ensure that the control database is correctly functional, and the information therein contained can be used to handle such incomplete games, enhancing the overall player experience.
- Regulatory Compliance: Gaming companies must adhere to strict regulations regarding data privacy, security, and fairness. Regular reviews ensure compliance with industry standards and legal requirements.
Most importantly, regular reviews can help gaming companies reducing the risk of an unsuccessful audit that could typically lead to a fine and negative PR.
Ideally, data quality reviews should be ongoing. Real-time monitoring is crucial for identifying issues promptly. Additionally, scheduled audits—monthly or quarterly—help catch any long-term discrepancies or trends.
Key areas of data quality reviews
When performing checks on the quality of CDBs, the following are the main areas to consider:
- Data Completeness: Ensure that all necessary fields are populated correctly. Missing or incomplete data can lead to errors downstream.
- Data Accuracy: Cross-check data against reliable sources. For example, player balances should match financial records.
- Data Consistency: Verify consistency across different databases and systems. Inconsistencies can cause confusion and operational inefficiencies.
Starting from the specific Dutch case and then expanding to other markets, here at ComplianceOne Group we have developed a data quality review service using our experience in dealing with this form of analysis. Leveraging feedback obtained directly from regulators, we created a testing procedure that performs the following:
- Tests on triggering reports from staging environment. We access the client’s staging environment with test accounts and perform actions that are aimed at triggering specific reports in the control database. We then check that these have been correctly generated and that they contain all necessary information, checking their accuracy against the back-office.
- Data quality tests on production environment. We download a large number of reports directly from production and run a battery of tests that we have designed and that is tailored specifically at checking completeness and consistency of the information contained in the control database.
All findings are promptly reported to the client and, if needed, we can assist with solving any issues found.
Conclusion
When I started being exposed to control databases, I understood that for many this is a very technical area and that maintaining this environment functioning correctly can be quite cumbersome. Nevertheless, a commitment to data quality is a necessary for ensuring continuous compliance of gaming platforms. If you are interested in running regular data quality reviews, or even just a one-time overall check, contact me and I will be happy to assist!
The post The Importance of Data Quality Review Checks in the Gaming Industry appeared first on European Gaming Industry News.
7777 gaming, a leading provider of digital gaming solutions, has announced a significant strategic partnership with Scientific Games a global leader in retail and digital lottery games, technology, analytics and services, to deliver digital lottery games through the SG Content Hub Partner Program.
The SG Content Hub Partner Program is a unique platform and game content partnership program featuring an expanding, highly curated selection of iLottery games from best-in-class, game studios worldwide in a variety of play styles appealing to all player types in multiple languages, as well as access to select licensed properties from the largest licensed brands portfolio in the lottery industry. Scientific Games currently serves 150 lotteries in 50 countries.
Elena Shaterova, Chief Commercial Officer at 7777 gaming, expressed enthusiasm about the partnership: “Partnering with Scientific Games represents a significant milestone for 7777 gaming, solidifying our position as a global leader in digital lottery solutions. Through this collaboration, we are poised to deliver unparalleled gaming experiences to players worldwide, driving innovation and growth in the lottery industry.”
Steve Hickson, VP of Digital Games at Scientific Games commented: “We are delighted to welcome yet another top-class lottery game studio to the SG Content Hub Partner Program. The addition of 7777 gaming and their fantastic games aligns perfectly with our goal to make a variety of digital lottery content available to existing and new Scientific Games customers. Our SG Content Hub Partner Program is developing at pace as we continue to provide our customers with frictionless access to the very best content in the industry.”
The SG Content Hub Partner Program offers a one-stop solution for accessing multiple iLottery game studios, seamlessly integrating with a lottery’s existing gaming systems and iLottery technology. It streamlines operations, simplifies tech integrations, and enhances data analytics to drive game development and iLottery portfolio management.
7777 gaming is renowned for its ability to deliver high-quality iLottery games tailored to the unique requirements of different lotteries. The company ensures that its game content meets stringent government regulations and operators’ expectations for customization. With custom-made lottery concepts, 7777 gaming guarantees enhanced player satisfaction and fosters a deeper sense of connection and loyalty to the brand.
The post 7777 gaming signs a strategic iLottery content deal with Scientific Games appeared first on European Gaming Industry News.
Latest News
Atlas-IAC’s CEO Maxim Slobodyanyuk Talks Winning Strategies & Vision for Future Growth in the iGaming Sector
Atlas-IAC, a Next-Generation iGaming platform, has been recognized as the Best Sports Betting Provider Of The Year and Rising Star In Sports Betting Technology at the Prague Gaming & Tech Awards 2024. The GamingTECH Awards annually determine industry excellence in Central and Eastern Europe. Maxim Slobodyanyuk, CEO of Atlas-IAC, tells about insights into Atlas-IAC’s innovative solutions that are reshaping the iGaming landscape and the core principles of partnership driving mutual evolution for both Atlas-IAC and its esteemed operators.
Congratulations on winning “Best Sports Betting Provider Of The Year” and “Rising Star In Sports Betting Technology” at the GamingTECH CEE Awards 2024! How does Atlas-IAC feel about receiving such prestigious recognition?
We take pride in being acknowledged as the best sports betting provider and the rising star in sports betting technology across Central and Eastern Europe. At the heart of our success lies a team of exceptional visionaries, developers, and business analytics striving to elevate the industry to new heights of technological innovation and responsible gaming practices.
I’d like to thank our great partners for choosing Atlas-IAC as their technology provider, and for subscribing to our core business principle — to evolve and grow together. Our win is our partners’ win as well.
To be the best sports betting provider entails a weighty responsibility, one we approach with unwavering dedication. These awards serve as a validation of our unwavering commitment to excellence and as a catalyst for renewed determination to shape the future of sports betting technology. We are grateful for recognition and remain resolutely committed to charting new horizons of success alongside our valued partners.
Could you provide insights into the strategies that drove Atlas-IAC’s success in the iGaming industry?
At Atlas-IAC, our success strategy revolves around building strong partnerships and establishing a notable presence in the competitive global entertainment technology market. We prioritize automation, which gives us an edge in emerging markets and allows us to onboard partners quickly and streamline operations.
Continuously improving our platform to offer a seamless Sportsbook API experience is a priority. Our aim is to deliver fast performance, smooth betting experiences, real-time risk management, advanced anti-fraud measures, and scalable solutions for partners worldwide.
Staying up-to-date, enhancing our product, analyzing market and partner needs, and proactively responding to them are essential. Being the top technological partner is a strategy that consistently works for us.
How does Atlas-IAC’s in-house developed Sportsbook differentiate itself from competitors?
Atlas-IAC’s in-house developed Sportsbook sets us apart because we have full control over its features and can make rapid improvements. Features like Personal Odds Boost and Clever Margin allow for customized experiences tailored to our partners’ needs. We focus on personalization, ensuring the product aligns perfectly with each operator’s requirements. With a skilled team dedicated to our partners’ needs, we can promptly address requests and deliver effective solutions.
Atlas-IAC offers one of the most automated Sportsbook available in the market. How does automation enhance the experience for both operators and users?
Our fully automated Sportsbook API is efficient and user-friendly, enhancing engagement and retention. It’s equipped to handle high demand periods effectively and offers tools for precise betting management and reliable results. We can swiftly develop and integrate custom modules for partners, giving us a competitive edge. We prioritize meeting partners’ needs while delivering enjoyable experiences for players, fostering mutual benefit for all involved.
What specific features or tools have been well-received by operators in the iGaming industry?
In the realm of iGaming, Atlas-IAC has garnered recognition for its remarkable adaptability and keen responsiveness to the requirements of our partners. Understanding the distinctive needs of each operator, we have crafted a tailored approach to ensure effective solutions.
One specific example of our successful tools is our Cashback feature, which serves as a versatile tool for promoting sporting events and enhancing player entertainment. This feature offers customizable settings based on specific sports, events, odds criteria, and frequency. With such flexibility, operators can effectively incentivize participation and elevate excitement levels among players.
In essence, the suite of features and tools offered by Atlas-IAC not only addresses the diverse needs of operators but also fuels engagement and growth within the iGaming industry.
What are Atlas-IAC’s goals for continued innovation and growth in the iGaming sector?
Looking ahead, our primary aim is to continually push the boundaries of innovation while delivering outstanding value to our partners. We remain steadfast in our commitment to leading the charge in the iGaming sector, fostering sustainable growth, and championing responsible gaming practices. Our strategy revolves around staying agile, adapting to emerging trends, and catering to the unique needs of operators worldwide.
The evolving sports betting landscape of 2024 underscores the critical importance of adaptability and innovation. Operators must navigate this dynamic environment marked by technological advancements and regulatory shifts, and Atlas-IAC stands ready to assist them in this endeavor.
In terms of market focus, we are meticulously evaluating opportunities in LATAM, Eastern Europe, South-East Asia, and Africa. These regions offer significant growth potential, and our tailored strategy is geared towards effectively meeting the unique demands of these diverse markets.
The post Atlas-IAC’s CEO Maxim Slobodyanyuk Talks Winning Strategies & Vision for Future Growth in the iGaming Sector appeared first on European Gaming Industry News.
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