In the penultimate episode of SlotBeats Spotlight, we asked our experts about the importance of having a variation of differing slot mechanics and looked into why it’s crucial in relation to attracting new players.
Alongside in-game features are different types of slot mechanics, cascading and cluster slots for example. How is having a different variety of slots pivotal to attracting new players?
Asko Heiskanen, Yggdrasil: It’s the operators that are fighting tooth and nail for new players and we as a supplier are doing everything in our power to incorporate operators and their players’ needs in our product offering.
A big variety in the game portfolio can surely be a factor, but in the end, it’s the branding, marketing and promotions that decide which casino a new player will pick. We as a supplier can provide simple, easy to digest games that still give the fundamental gambling experience so that a new player will have a good first experience and decide to try another game.
That being said, a big variety of games is super important in general, just not to attract new players per se. Each fan of online casino slots has a unique set of mechanics and feature preferences and art and themes that are attractive to them.
The broader portfolio, the broader player group will find some favourites among our games. The key to success is to ensure that players are not treated as a faceless homogenous mass but instead are clustered by their behaviour and preferences, for example in recommendation algorithms. Someone likes red, another player likes green.
One prefers walking wilds and re-spins to gain prolonged time-on-device and another one finds highly volatile, low hit frequency nose-bleed slots attractive. This type of user behaviour straits should be baked into promotions and customer comms.
Our task is to ensure there is a game for every type of online casino player.
Matej Sopóci, Synot Games: I think most of it has to do with the overall graphic representation and the theme of the slot. These mechanics can provide and enhance the game experience as a whole. Cluster games as such were an idea from the whole grown trend of puzzle mobile games. The idea of having similar mechanics in slots was very refreshing.
Having a multi or match three type of games combined with slots is something that we now take for a possible option when we are thinking of new products, as we have seen many success stories. I am looking forward to any new combination that may come out of the creative brains of this industry.
Yuriy Muratov, Booongo: There are demographics and players out there who know what they enjoy such as cluster slots or games that focus on cascading wins, and to reach those players, and in some cases even operators, you need to have that sort of content in your portfolio as it is what they prefer to play.
Increasingly, we’re seeing the global market split into player preferences when it comes to features. By having a diversified portfolio, you attract more player segments. This benefits suppliers as well as operators, as we can dedicate time to creating games that appeal to different segments, honing our craft even further and broadening their brand appeal.
Ondrej Lapides, Tom Horn Gaming: Players are more demanding than ever. They crave new, unknown and more immersive gaming experiences. Back in the day, providers got away with sheer game reskinning where tried and tested game ideas and mechanics were dressed up in new visual clothes.
In an increasingly competitive global marketplace we must be more creative, flexible, unique and keep our finger on the pulse of what players want and how their preferences change if we want to thrive. Suppliers who are quick to adapt their portfolios to the changing market landscape will gain a competitive edge over their competitors.
Differentiation is key to cementing a leading market position and suppliers have to offer something different from others or bring a unique market-special focus to strengthen their place at the head of the pack.
Rob Procter, SG Digital: The Cluster Pays mechanic is a good example here. We didn’t have any of these titles 12 months ago, but have since produced two. Now, we have more on the roadmap for 2021, with a Monopoly game being the first – a big-brand on a Cluster Pays engine. Barring a couple of games in the market that perform well, I don’t think this will be cracked for a while.
Generally, there are huge opportunities for mechanics that are different to the norm. Whether it’s acquiring new players or retaining those seeking something else other than a simple 5×3 reel slot, innovation really does matter. However, we always keep responsible gaming at the heart of our game development.
Make sure to attend the CasinoBeats Slot Festival next week to see a selection of new titles from some of the industry’s most renowned developers, including SG Digital.
To read part one of our Spotlight series into features, click here.
To read part two, click here.
To read part three, click here.
