Industry News
‘Quality of Content Missing in Operator Retention Strategies’
Play’n GO’s Chief Commercial Officer Magnus Olsson delivered his verdict on the importance of using content to drive operator retention strategies on a standout panel at the 2023 iGaming Next conference in Valletta, Malta.
Joined by the CEOs of Crucial Compliance and Aspire Global, Olsson highlighted how the drive towards regulation in many markets had made player acquisition costs so high that ‘retention strategies through great content are what everyone needs to invest more in’.
While the panel moved to discuss the importance of RTP levels in retention strategies, Olsson added,
“I think it’s more about the content than RTP. If you’re a good supplier, you can design a game that is engaging and entertaining and has loads of both acquisition and retention capabilities.
“If you look at mechanics and volatility, I would say those two things are far more important [than RTP levels] in retention strategies.
“I think what’s missing in retention strategies today is an emphasis on the quality of content and entertainment value.”
The panel went on to discuss the importance of giving players a good experience immediately after you’ve paid to acquire that player, but that the slots game they land on first to play didn’t really matter.
Olsson disagreed with this view strongly and said,
“If your first experience in online casino is with a game that has a base game that just goes on and on, and basically has been designed for functionality like bonus buys, you end up with a very very bad customer experience – that person will probably never return to online slots. It’s not a good start.
“The first game a player sees has to be a high-quality game. One that really captures the player. I don’t think that a winning experience is required if they get to enjoy a high-quality, entertaining game.”
The discussion moved onto how markets, and therefore players, differ and Olsson was able to highlight the strength of the Play’n GO portfolio. He said:
“We have some amazing games in our portfolio that were released a few years ago like Lady of Fortune, which is perfect for markets with a strong land-based history and it’s nice to see them coming back in popularity – especially as it’s medium volatility with a relatively low max win of 500x. It shows that great games that are fun to play trump everything else.
“Where I think the industry can do better is to not focus so much on short-term thinking – what’s the latest release only etc.. – and get away from predatory functionality games in your retention strategies.”
Finally, the panel discussed VIP players and the future of revenue generation in a regulated reality. Olsson added,
“The old ‘80/20’ rule, where 80 per cent of the revenue comes from 20 per cent of the players in certain markets, like Germany, the UK, other markets in Europe, is gone forever.
“What Play’n GO would like to see is marketing that adjusts to this new reality. Where recreational and social players are the main audience. We aren’t seeing that yet.”
The operator-facing series runs 29 June to 13 September and uses Mystery Drop and Mystery Multiplier Drop mechanics.
Wazdan will launch a summer-long Network Promotion series for partner casinos, running from 29th June to 13th September. The campaign is structured in three stages with breaks between each phase.
The promotion will use Wazdan’s Mystery Drop
and Mystery Multiplier Drop mechanics. The supplier said the programme is designed to be easy for operators to activate and will be supported with marketing materials, including promotional assets, brochures and newsletter content for partners to use across their own channels.
Alongside the promotion, Wazdan has a summer content roadmap with three slot releases scheduled: Mighty Hot: Amazonia (30th June), Magic Fruit$: Cherries (30th July) and Mighty Crown: Empire of Gold (6th August).
Radka Bacheva, Head of Sales and Business Development at Wazdan, said: “Summer presents a valuable opportunity for operators to keep engagement levels high, and this promotion has been designed to deliver exactly that through Wazdan’s proven promotional tools.
“Combined with our upcoming game releases, we are excited to offer partners a strong seasonal campaign with plenty of player appeal.”
The post Wazdan schedules three-stage Network Promotion campaign for summer appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ICONIC21 has rolled out three limited-edition Football Cup-branded casino games and launched its first network tournament, ICONIC Showdown Football Cup, running from 9th of July to 19th of July.
The new titles are Football Cup Roulette, Football Cup Blackjack 360, and Football Cup Gravity Blackjack. ICONIC21 said the releases showcase different customisation approaches, including green screen production for the roulette environment and an updated visual rebrand for its RNG blackjack table.
For Football Cup Gravity Blackjack, ICONIC21 said it used its latest LED technology and applied the Gravity Series multiplier mechanic, with a custom felt, a football gate, and bespoke 3D-printed decorations.
Alongside the three new games, ICONIC21 pointed to its previously launched slot Soccer World Championship, plus The Kickoff and Top Card, which it said received football-season branding and UI/UX updates.
The ICONIC Showdown Football Cup tournament covers 11 games in total and is positioned around the quarter finals, semi-finals and final period. ICONIC21 said 1,000 winners will share a €50,000 prize pool, and operators can enroll via their account manager or by contacting the company directly.
Edvardas Sadovskis, Chief Product Officer at ICONIC21, said:
“What I’m most proud of with this project is the turnaround. We built three fully branded, technically distinct games, enhanced existing ones with promotional branding, and launched our first-ever network tournament around them, all timed to coincide with peak player interest and traffic.
That kind of speed doesn’t happen by accident, it reflects how this team works. ICONIC Showdown is a meaningful first step for us as a provider, and launching it during the Football Cup, with this much energy around the game, feels like the right way to do it. We’re genuinely excited to see how the leaderboard shapes up and even more excited for the finals.”
The post ICONIC21 launches Football Cup-branded casino games and debut network tournament appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Brand Ambassador
Ronaldinho visits CreedRoomz Yerevan studio to front Marble Cup and Kickoff Roulette
CreedRoomz has brought footballer Ronaldinho to its headquarters in Yerevan, where the company filmed an “exclusive interview” with the former player in connection with two new live casino game shows, Marble Cup and Kickoff Roulette. CreedRoomz said Ronaldinho is the global ambassador for both titles.
In the interview, Ronaldinho said: “For me, it’s a great joy to be a part of this partnership. Since arriving here at the office, everyone has treated me with great affection. I already feel at home, very happy.” Asked to choose between the two games, he added: “Honestly, it’s difficult to choose one, both are wonderful, I loved them, so it’s very difficult to choose one, I think everyone will really like them, I think the whole world will really enjoy them.”
Ronaldinho also described his first impressions of the studio and gameplay: “I was surprised and very happy, everything is very beautiful, everything is very innovative, so I believe that’s why everyone will really like them, so I’m looking forward to everyone starting to enjoy them a lot.”
On why CreedRoomz expects the titles to gain traction, he said: “These are different games. I think that will attract attention, the fact that football is a global passion also helps, so I believe everyone will like it for those reasons.. and for the innovation of everything that is happening.”
CreedRoomz linked the interview to upcoming “World Cup and R10 Tournaments,” with Ronaldinho closing by telling fans: “A message of gratitude for the continued affection. I’m very happy and excited. for the next competitions for the next games, the games are all ready, I hope everyone enjoys them and everyone be very happy and have good times together.”
The post Ronaldinho visits CreedRoomz Yerevan studio to front Marble Cup and Kickoff Roulette appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
-
Bragg Gaming Group5 days agoMassive Gaming launches Blitzcrown titles on Superbet Brazil via Bragg Hub
-
Compliance5 days ago
HIPTHER Launches HALLO: The Standard in Compliance Expertise
-
7Games5 days ago
7Games, Betão & R7 Launch FIRST.bet Sportsbook in Brazil
-
Compliance Updates5 days ago
HIPTHER Launches HALLO: The Standard in Compliance Expertise
-
Alex Cuoci5 days ago
Wealthsimple and Kalshi Partner to Bring Prediction Markets to Canada
-
Bonusetu.com4 days ago
Finland Sets Casino Gambling Risk Limits at 2% of Income, 4 Days, 2 Game Types
-
30-0 Kongeserien4 days ago
Kongebonus launches 30-0 Kongeserien Eliteserien fantasy draft game
-
Channelisation5 days ago
Swedish Gambling Authority consults tighter duty of care rules as channelisation slips
