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‘Quality of Content Missing in Operator Retention Strategies’

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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,

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“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,

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“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.”

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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.”

Industry News

Ortak x B.F.T.H. Arena Awards 2024 Features Mr. First Ray by Endorphina

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The Ortak x B.F.T.H. Arena Awards 2024 welcomes Endorphina among other top game developers with its Mr. First Ray, a mystical slot game that captures the essence of dawn.

This year’s competition has seen an unprecedented increase in participation, receiving over 100 submissions from more than 70 developers involved in the innovative Ortak initiative. This platform not only promotes collaboration and innovation but also integrates gaming stakes with NFTs on the Bahamut blockchain, thereby broadening investment prospects in the iGaming sector.

Mr. First Ray transports players into a world where each spin can lead to magical wins and enchanting surprises, making it a standout in this year’s entries. As the event approaches, excitement mounts among industry professionals keen to explore this showcase of creativity and excellence in game development, scheduled from July 1 to 4.

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Hosted by BetConstruct, the B.F.T.H. Arena Awards provides a prestigious platform for developers to exhibit their creativity and compete for a share of the substantial 3,333,000 FTN prize pool. This year, the event has broadened its scope, introducing new award categories to further celebrate innovation in gaming.

The culmination of the event will see the winners announced at the B.F.T.H. Arena x Harmony Meetup V, ensuring an exhilarating experience for all attendees.

The post Ortak x B.F.T.H. Arena Awards 2024 Features Mr. First Ray by Endorphina appeared first on European Gaming Industry News.

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RotoWire Launches “Picks & Props” App

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RotoWire.com, a leading provider of expert sports news and advice, has launched its latest innovation: the “Picks & Props” app. Unveiled within the app store earlier this month, it is now easier than ever to stay up to date on recommendations and predictions for all fantasy pick’em and players props from any mobile or tablet device.

“The Fantasy Pick’em and legal Player Props betting market has had explosive growth and we’ve seen strong user demand for RotoWire’s leading player news and information for these products. We’re excited to launch the Picks & Props app that gives players access to the top recommendations for all the leading Fantasy platforms and major sportsbooks based on RotoWire’s projections, lineups and player news,” said Peter Schoenke, Co-Founder of RotoWire and former Chairman of the Fantasy Sports & Gaming Association.

Capitalizing on the surge and substantial growth seen recently within the fantasy Pick’em market segment, total traffic to RotoWire’s “Picks & Props” tool on its website has increased by 266% in the last 9 months, prompting the need to build a standalone app.

The mobile app delivers an extensive array of real time recommendations and information across all fantasy sports. It also includes lines from all the major fantasy and sports betting platforms to ensure users have a fast and convenient way to access recommended fantasy sports picks and predictions. To make projections for every play in every major sport the app combines four key prediction factors: Lines set by Sportsbooks; recommendations from Daily Fantasy Sports (DFS) Pick’em Sites; RotoWire Projections; Hit Rate.

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By analyzing markets from leading sportsbooks and DFS platforms, comparing them to RotoWire projections, and assessing historical performance, the app generates a score ranging from -100 (strong lean toward LESS) to +100 (strong lean toward MORE). Each prediction factor has its own rating and is assigned a “weight” that gives it the impact on the total score. Additionally, the app provides users with real time updates on injuries and playing time by leveraging RotoWire’s comprehensive fantasy and sports data. Furthermore, its intuitive and streamlined user interface ensures seamless navigation and user comfort when accessing the app via any mobile device.

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Mohegan Appoints Nelson Parker as Chief Strategy Officer

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Mohegan, a global leader in premium entertainment and gaming resorts, announced the promotion of Nelson Parker as the company’s Chief Strategy Officer. Parker was previously the Senior Vice President of Strategic Development for Mohegan. In this new role, Parker is responsible for identifying, assessing, and executing growth opportunities and strategic new ventures for the company.

“Nelson has vast experience and a proven track record in strategic development and growth within the gaming and hospitality sectors. His skills will be invaluable as we continue to expand our footprint globally and explore new opportunities,” Ray Pineault, President and Chief Executive Officer of Mohegan, said.

Before joining Mohegan in 2022, Parker served as a Managing Director at Driftwood Capital, a private equity fund focused on hospitality investments. Parker brings to Mohegan extensive experience in the gaming industry, having previously served as the Senior Vice President of Corporate Development at Penn National Gaming, Senior Vice President of Hotel & Casino Development at Hard Rock International, Vice President of Development at Foxwoods Resort Casino, and Corporate Director of Development at Argosy Gaming.

Under his new position, Parker plays a critical role in future growth and capital planning, initiating and vetting growth opportunities and collaborating across all functional areas to ensure successful implementation. He will work closely with the executive team to align strategic initiatives with Mohegan’s long-term goals and vision.

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“I am honored to be a part of Mohegan’s executive leadership team and contribute to the company’s dynamic growth and strategic vision. Leveraging my experience in the gaming and hospitality sectors, I look forward to identifying new opportunities and driving initiatives that will enhance our offerings and expand our global footprint,” Nelson Parker, Chief Strategy Officer for Mohegan, said.

Parker’s leadership will strengthen Mohegan’s position at the forefront of the entertainment and gaming industry, providing continuity and driving several strategic initiatives to support the company’s long-term goals of innovation, growth, and meaningful community partnerships.

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