The global health pandemic has resulted in a lot of industries having to be temporarily halted, with government regulations and lockdown procedures being put in place to mitigate the virus. It is only recently that normality is starting to resume, however, the lasting effects of COVID-19 will still be felt in the long term.
Whilst brick and mortar businesses have suffered as a result during this period, certain sectors, particularly online industries, have had an upturn in popularity and demand due to people having to stay at home. Moreover, with live sporting events just recently resuming those punters may have tried other gambling avenues during the sporting hiatus.
To fully understand the impact of the crisis with regards to online slots, SlotBeats spoke to Vladimir Malakchi, chief business development officer at Evoplay Entertainment to discuss the industry’s growth over the last few months and if its rise can be maintained once live sport resumes.
SlotBeats: Have you noticed a significant uptick activity over the past few months when it comes to slots?
Vladimir Malakchi: With more than 1.7 billion people under lockdown worldwide, there’s certainly a gap in home-based entertainment that has needed filling. Accordingly, we’ve seen a surge in demand for our content, with a significant uptick in activity.
In total, our casino partners have recorded a 20 per cent average increase in player engagement via our slots, and I expect to see that continue with the absence of this summer’s sporting action.
SB: How would you profile the typical player who is getting into slots for the first time during the current downturn?
VM: As our research has shown, the typical new customer is likely looking to explore new forms of entertainment – usually with little previous experience of playing slots.
Accordingly, such a player is relatively discerning, they expect their slots experience to be in line with wider forms of gaming, and the delivery needs to be in line with that. Everything from pitch-perfect sounds to action-packed graphics, you have seconds to capture a new customer’s attention – and if your slots can’t do that, it’s going to be far harder to capture market share.
“Mobile has also stayed king, and players expect their slots to work seamlessly across multiple devices.”
SB: Have you noticed any particular types of slots to have exceeded expectations when it comes to popularity?
VM: At Evoplay Entertainment, we believe that the new generation of players, particularly those attracted to slots during the current downturn, is looking for a format beyond the repetitive ‘spin and win’ that unfortunately is far too common.
Given our innovative approach, we’ve certainly been able to capitalise on attracting a broad spectrum of players in recent months, with our latest 3D, RPG-inspired and VR based slots receiving a wealth of positive feedback from players and the streaming community.
Mobile has also stayed king, and players expect their slots to work seamlessly across multiple devices. This can be particularly challenging for many suppliers who do not have a mobile-first approach – who take a significant hit on their game’s quality when it comes to attracting players in emerging markets with lower data capabilities.
Although not slots-based, we’ve also seen a heavy uptick in interest towards instant games, and our team has been working hard on rolling out our latest products in line with that, harnessing the latest in mathematics and gaming technology to deliver our signature style.
SB: How do you believe casino operators can retain their newly acquired players?
VM: In the same way that they attracted their players in the first place! Putting welcome bonuses and the like aside, when it comes to content – the key is to provide players with a far more engaging proposition than the usual range of offerings that saturates the market.
As a consequence of this hyper-competitive environment, I believe both game suppliers and operators should adjust their R&D processes accordingly and work more closely together – shifting the focus towards meeting the new generation of player’s expectations to boost retention, acquisition, and most importantly, player engagement.
SB: Do you believe slots to have the potential to retain this increased market share beyond the cancellation of sports?
VM: I would certainly hope that this newly acquired market share will force a more innovative approach form the majority of gaming suppliers. However, to succeed, it is essential that studios design a cross-channel offering that can provide the market with an alternative type of entertainment that can ensure retained engagement and a loyal following from newly acquired players.
Of course, taking a realistic standpoint – it would be far too optimistic to say that slots can replace sports betting, but I do see plenty of potential for slots to retain market share beyond this summer. We’ve seen slots present themselves as an excellent alternative to players, and I expect plenty of players to now stay tuned into the action even when sport returns.
“There’s a whole host of new customers out there who are now getting into slots for the first time,”
SB: How might operators go about doing so?
VM: Key here is a gaming proposition that meets the new type of player’s expectations – and as one of the most innovative providers in the industry, we’re certainly here to help.
As well as action-packed graphics, an immersive gaming experience and back-end that can ensure that the slot works seamlessly across multiple devices, operators would also do well to look to slots that offer that all-important cross-sell between sportsbook and casino. We’ve recently launched ‘Penalty Shoot-out’ in line with this, providing our players with their missing football fix – as well as the new generation gaming experience they have come to expect with us.
SB: Do you believe the events so far in 2020 will reset the development of slots over the coming year?
VM: We’ve already been calling for a change in slots development far before events began – and not due to the pandemic. When it comes to the player expectations, we’re entering a whole new era, and suppliers need to catch up. What they expect in terms of the gaming experience cannot be understated.
As an industry, we’re way behind where we should be in terms of incorporating the latest tech into gaming, and we’re working hard to make that right with our latest releases, particularly when it comes to titles like Dungeon: Immortal Evil. As the industry’s first RPG-inspired slot to track the game’s hero in his quest, there is absolutely nothing else like it, and we’ve had fantastic feedback since its launch at the beginning of the year.
Of course, current events should be taken into account too. There’s a whole host of new customers out there who are now getting into slots for the first time – and those who get bold and creative are going to be the ones that stand out. Less forward-thinking developers are going to have to imitate this approach to catch-up in the coming months; and we’re likely to see far more unique games arriving on the market soon enough.
