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Video short: slots roundtable - online slots are all about quality, consistent UX and increased choice
Providing a consistent user experience across mobile, desktop and retail channels, increased choice for operators and how producing optimal content is key for mobile are some of the key issues leading slots suppliers Play’nGo, Nolimit City and Yggdrasil discuss in Part 1 of the iGaming Business slots roundtable.
Featuring Johan Tornqvist, group chief executive and founder of Play’nGo, Jonas Tegman, founder of Nolimit City and Krzysztof Opalka, head of front end development and operations at Yggdrasil, the executive discuss how the limited physical space of the mobile real estate has meant that games have to be of the highest quality in order to maximise chances of customers playing them.
Krzysztof Opalka of Yggdrasil says: “I think the issue is going to be even bigger on mobile because on the content and users once from native apps and as a gambling provider were limited to mobile browsers, where it is harder to deliver high quality content. But still we should try to mimic native experience: high definition graphics, very good sound quality and intuitive user interface.”
When it comes to producing high quality slots and phasing out lower quality ones, Jonas Tegman says operators “will start to phase out games, if you go back five to six years ago, operators took everything that the one provider had and now they are taking games away, especially on the mobile lobby: they select only a few good games”.
And with so many games available, factors around the products will also be important, explains Tegman.
“You need to make the country casino managers happy (by providing games his players will want to play) in some way more than the games because there are so many good games. And what is more important could be ways to promote the game and also real time feeds for the operators, they’re starting to ask for that and are getting ideas of things they want to do and smaller companies will be able to give it, but not the big guys (suppliers), they’re not going to do it, so that will be an advantage.”
As for omni-channel and the need to develop games that address all the platforms, Johan Tornqvist of Play’nGo says it is not just about “providing the games in every single channel, we need to provide the whole experience and you need the operator on board. You can provide the same campaigns, operations, wallets and functions for the consumer all the way, wherever they are”.
Opalka of Yggdrasil adds: “There are three dimensions: first we should deliver to mobile, desktop and retail at once because it is so much more effective when it comes to marketing spend. But there is another aspect, which is consistent user experience on those channels. Players want to play on mobile and switch to desktop when they reach their home and it should be a consistent experience. It should be a familiar environment and we see more and more players migrate between channels.”
Watch the full video for more insights on this key igaming product and the executives discussing key issues such as innovation and flexibility, increased supplier choice or how HTML5 now rules the development process.
About Play’n GO:
Play’n GO is a leading developer of smart systems and games for mobile devices, gaming terminals, and websites. Their content can be uniquely-customised to suit the style of any operator or brand. In addition to premium quality slots and table games, Play’n GO ensures its clients are equipped with superior back-office administration tools for reporting and marketing. Their Gaming Account Toolkit (GAT) is an independent e-gaming platform delivered with a comprehensive back office application. It now hosts over 80 games in 40 languages, including several bespoke games designed for some of the world’s leading casino brands.
Nolimit City is a Stockholm-based online casino platform and game developer, offering high-quality content and services to operators around the world. Its innovative platform was designed and developed from the ground up in-house and offers a powerful engine that can take large volumes of play and social interaction in its stride, across both desktop and mobile. It is coupled with an innovative back office and bonus toolbox, providing a one-stop shop for operators. It is highly flexible and can be tailored to individual partner requirements and needs. The company employs some of the smartest minds and artistic talents in the industry; people who are passionate about gambling and technology. They have helped create a rapidly expanding portfolio bursting with fun and engaging games for both casino and lottery operators, including Oktoberfest, Space Arcade, and Bet on Poker.
Yggdrasil Gaming is a provider of superior online and mobile casino games. It has emerged as one of the industry’s most respected and acclaimed suppliers and provides games for some of the world’s biggest operators. Yggdrasil’s slots are renowned for their outstanding graphics and gameplay and many have become global hits. They are integrated via the industry-changing iSENSE 2.0 HTML5 framework which allows for simultaneous launches on desktop and mobile, and are supported by BOOST™, a collection of promotional tools focused on engagement and retention via concepts such as Super Free Spins™ and Cash Race, and BRAG, an industry-first concept which allows for the promotion of games via social channels.