Connor Blinman, Head of Games/Gaming Corps
Are players really seeking new casino experiences or are they happy with more traditional slots, table, bingo, instant win and live games?
It’s important to understand that there are lots of different player types each seeking different game formats and experiences. And this is why operators need to have variety in the casino lobby so that they can engage a wide audience and meet these different preferences for slots, table games, bingo, instant win and so on. Of course, there is absolutely a cohort of players looking for the latest innovations and unique gameplay experiences. These players really enjoy challenging themselves to learn a new format or mechanic, and this is why studios work hard to bring these to market. It’s something we have achieved with our Smash4Cash mechanic and series of games.
Are studios pushing new formats and concepts on players because they are their passion projects, rather than listening to what consumers want?
There’s a really fine line between creating something because you are passionate about it and creating something because the market demands it. There is no studio out there that would launch something they aren’t passionate about, but there will be instances where this passion has driven decision-making rather than market demand. And this is why it’s important to make sure there is demand for the game format, mechanic, etc in development – this can be done through research or better still, direct player feedback. In most cases, studios will combine the two – so player feedback with an idea or concept they are truly passionate about.
Some new formats have enjoyed success, such as crash and esports betting – what has made these a hit with players?
Both of those formats target existing player cohorts, it’s just that these cohorts have not been a focus for operators or, indeed, providers until recently. Crash hits the mark because it combines elements of mobile and video gaming – such as social interaction, fast-action and simple gameplay – with the ability to wager and win money. Casual players love the format because it is so easy to understand – you can learn how to play and how to win in a couple of game rounds at the most. The rise of Esports betting aligns with gaming becoming a major entertainment industry in its own right – this has been helped by the roll-out of regulation, making it more credible. People want to bet on esports contests and savvy casino and sportsbook brands are now offering esports betting to players – players that often skew towards the lucrative Millennial and Gen Z demographics.
Does the success of these formats prove that studios do need to push boundaries and experience failures to find success?
Absolutely. At the end of the day, it’s important to have foundational products or a suite of games that are proven and appeal to the core, mainstream market. But players are always looking for the next big thing and as a studio, you need to be bold and brave and not afraid to create something new – even if there is the possibility it will fail. This is a highly competitive space and only those willing to push boundaries and experience failure will be the ones who will find long-term success and ultimately create the games players want to play.
