Interviews
Mobile-first gaming round table with experts from Habanero, Evoplay, OneTouch and ESA Gaming
In recent years, mobile-first gaming has rapidly risen as smartphone companies continuously enhance their products, making it easier for players to access games whilst on the go. This technological development has brought forward an industry shift, that has seen iGaming companies redirect their focus towards mobile-first content.
With more and more companies embracing the increase in mobile gaming, we explored the success of this new generation offering and what the future holds.
According to you, what brought forward the increase in mobile-first gaming?
Arcangelo Lonoce – Head of Business Development at Habanero:
The watershed moment came a number of years ago when smartphones finally managed to deliver a properly premium gaming experience. Indeed, phones have improved exponentially to the point where you could argue that mobile technology is as good as if not better than desktop.
This has been made possible by the improvements in ‘light betting’, by which I mean data, allowing players to enjoy parallel matches etc. When you can reach that point, laptop gaming becomes obsolete as you can flick through just as seamlessly as on desktop. Just of course like the wider world, when it comes to relaxing on the couch, mobile will always be your primary channel over a laptop – whether that’s shopping, gaming or Instagram.
Of course, with HTML5 becoming ubiquitous and flash disappearing has accelerated the mobile-gaming trend. You can look at emerging markets or countries that never went through the ‘laptop era’, as given the leap in tech developments in the last decade, it means that smartphones are simply more affordable and accessible to players than MacBooks ever will be. Latin America is a great example of this.
Vladimir Malakchi, CCO at Evoplay:
The accelerated growth and penetration of global smartphone usage across every corner of the world is the key driver behind the impressive rise we have seen in smartphone gaming. Data from 2021 reveals that over 6 billion people use mobile phones worldwide, and this number continues to grow, with the 5G standard being one of the catalysts. Emerging markets are catching up fast too – with the majority of regions now greatly investing in the development of mobile technology.
In addition to this, according to our research, three-quarters of gamblers prefer to play on mobile, doing so every 4.2 days on average. Other sources show that in 2020, 50% of the online gambling revenue came from mobile, which isn’t surprising as 75% of traffic belongs to mobile. The numbers clearly don’t lie, and the high demand for mobile gaming is a call to action for suppliers to accept this trend.
Thomas Smallwood, Head of Marketing at ESA Gaming, comments:
A mix of technology and convenience is the short answer. Mobiles now provide a simpler and faster way for players to enjoy their favourite games. It’s fair to say that the trend towards mobile has also probably been accelerated during the pandemic as the move from retail to online has quickened.
Madis Raus – Head of Product at OneTouch:
Obviously, the widespread use of smartphones and availability internet has had a positive effect on mobile-first gaming. These days people use mobile devices to perform certain tasks, their far easier to use and more accessible than laptops and desktops. Additionally, mobile devices allow people to do things whenever and wherever they want, whether they’re commuting or simply passing time.
By making the mobile-gaming experience seamless and engaging at the same time, players will continue using mobile devices for entertainment. This is something which will naturally increase over time, as mobile devices continue advancing and being capable to perform at higher standards.
Are there any verticals that perform better on smartphones? And how can developers improve those verticals that don’t work as efficiently?
Arcangelo Lonoce:
As an expert on slots and table games – I would say table games are inherently easier to develop and render when performing on smartphones compared to slots, but if we look at numbers, slots are dominant, with a market share of around 85% or so, which shows that the player demand this vertical more than any other.
However, looking at table games, there’s a lot to be said about performance. They have excellent stable rates of acquisition and retention – so there is less motivation to tweak a formula that is clearly working. They also have higher average bets, greater lifetime value and from a mathematical and user interface viewpoint, I would certainly rank them up there as one of the best performers.
Given market demand though, we can assume slots will always retain the lion’s share. So how does one improve the vertical? Stories, subject matter and narrative are key, as is the UI, although we mustn’t forget, it all starts with the maths – you need to get that right first, and then you can start talking other improvements.
Vladimir Malakchi:
Actually, all verticals and mechanics perform well on smartphones. However, while creating a product for hand-held devices, there are key principles to follow: easy-to-understand UX, simplicity of a game, uncomplicated graphics, and adaptation to vertical view.
One thing is for sure – it makes no sense for suppliers to choose a specific type of game to develop for smartphones. The fundamental point is to accept that the mobile-first approach is a basic demand for players.
Thomas Smallwood:
I think sports betting is a natural vertical for mobile. With the ability to play high-quality live streams on mobile devices, in-play betting is no longer just for retail or desktop and the fact that bets can be placed anytime, anywhere is a major factor.
The limit in phone storage also means that casino can be trickier on mobile, especially in apps where users often need to download the games they want to play exactly because of this limitation.
These are two factors behind ESA Gaming’s development of ultra-lightweight games for sportsbooks. The EasySwipe suite of games is accessed through a widget we have designed and developed which enables players to seamlessly move between games and sports bets rather than being re-directed to another part of the site or a cumbersome casino page. The sports betting experience is unhindered and conversion to casino games happens at lower cost.
Madis Raus:
Mobile device usage differs slightly from desktop usage, this means that mobile users have different expectations. Since people use mobiles to pass time or when they’re in between things, the attention span of the mobile user is often shorter, these are things to consider when providing content to them.
In my opinion it’s the matter of the speed of games rather than specific verticals, fast games tend to perform better, as the player doesn’t need to wait too long, which is a bonus especially when they’re looking to kill some time.
To improve further, developers need to consider the peculiarities of mobile device usage and think about ways of implementing content that doesn’t depend on usage patterns, making the products more appealing and engaging to players.
What are the difficulties of adopting games to function on smartphones?
Arcangelo Lonoce:
Habanero as a company operates with a mobile-first approach, therefore, we don’t find any real challenge when it comes to rendering games on mobile since our products are designed with smartphones in mind. After all, we disposed of Flash in 2015 and since then we have always developed our games using HTML5.
Vladimir Malakchi:
Adapting a visual component to all models of smartphones, including early versions, isn’t an easy task but is possible thanks to cutting-edge technologies. They allow us to create visually stunning products compatible with most smartphones. The optimisation of UX, UI, resolution and graphics for all platforms is the main priority, as we want to ensure that our players get high-quality content on any device.
Another challenge, which we have also overcome, is the amount of data used by games. Our proprietary game engine Spinential, developed in-house has been a real gamechanger for us, accelerating the loading speed and optimising the storage capacity. This solution has been designed with a purely mobile-first approach in mind, and we’ve really reaped the benefits.
Thomas Smallwood:
The obvious thing is the greatly reduced screen space and the practicality of a hand-held device. Because of this, we have chosen to develop ‘mobile-first games’ and move away from adapting desktop content. This means every aspect of the game is thought out with the mobile user in mind, ideally with the ability to do everything just with a thumb. Of course, the challenge is to make everything on the screen accessible, so it is a constant evolution as the user demands more features.
Madis Raus:
Different game types have different elements, for slots it may be the screen ratio, for example how to make symbols as big as possible and still keep the popular grids. Alternatively for Live games, you need to consider the screen size, ensuring that the player can see what is happening in the stream and whether the cards shown are in sync with what’s being reported etc.
As mentioned above, when adapting games, it’s important to consider the peculiarities of mobile device usage, developers must think about ways they can make games as fast and seamless as possible but at the same time still engaging on a smaller screen.
How fundamental is it for operators and developers to adopt a mobile-first strategy?
Arcangelo Lonoce:
It’s extremely important, otherwise you’re missing out on 80% of the market! There were some suppliers that were very late to the HTML5 adoption, which made it incredibly frustrating for operators – plenty of which I saw first-hand back when I was at BetVictor during the 2010s. To put things into perspective today, you simply cannot launch a game as without considering a mobile-first approach, since you’re forgoing an absolutely huge amount of revenue.
Moreover, mobile gaming allows people to play remotely, therefore players don’t need to depend on a desktop or laptop to participate in their hobby. With mobiles advancing and 5G becoming the norm, we’re now looking at a whole new world of possibilities to enhance mobile-first even more, the ramifications of which will be huge, especially when it comes to content and loading speeds.
Vladimir Malakchi:
Keeping in mind the number of global smartphone users, prioritising mobile devices when creating gaming products is a must. Moreover, it is expected that in a couple of years, this number will grow to seven billion. Currently, the US, China and India lead the list of countries with the highest rate of mobile penetration. However, as the latest data shows, the potential of emerging markets in regard to mobile usage shouldn’t be underestimated. This is a direct sign for suppliers to throw all efforts on products focused on mobile gamblers. The mobile-first approach isn’t just a trend, it is a philosophy, which is getting more and more supporters. There is no better time to embrace mobile-gaming than now.
Thomas Smallwood:
You could argue it is a percentages game. When desktop provided the higher user count it made sense to develop content for desktop. With the advancements in mobile technology, the increased numbers using mobile and the loyalty associated with apps I think a ‘mobile-first’ strategy is key in the growth of any gaming brand.
Madis Raus:
This is very essential, especially when it comes to companies surviving in this extremely volatile industry. Just by looking at how much traffic is already generated from mobile channels, you can see how strong the area is, and there’s nothing that indicates a potential decrease in mobile device usage.
If companies wish to attract modern players, it is really essential to adopt a mobile-first strategy, as modern players will look for a seamless mobile experience, if it isn’t available on your brand then they will simply look elsewhere.
With smartphones continuing to evolve, what does the future hold for mobile-first gaming?
Arcangelo Lonoce:
I would expect mobile-first gaming to be the only way forward – it’s the old debate on how much entertainment is a part of iGaming. Whilst entertaining is a key aspect, you must also keep the experience flawless. Certain things haven’t worked out, 3D gaming for example, as we’ve learnt that people don’t really gamble to get lost into the symbology of the slot – but rather the thrill of the win, which is the entertainment.
So, in my view, mobile gaming will gain an even larger market share than it has now, it could soon become by far the only way of enjoying this experience. Additionally, with new demographics coming online, the future holds lots of opportunities for interaction of everything from social to multiplayer, shared in any possible way. Cross-sell opportunities are also endless, with push notifications and the like, as players can carry their game anywhere they go – whether that’s being entertained at home, when out and about or during the commute.
Vladimir Malakchi:
I am sure that we will see an industry-wide adaptation of gaming content to mobile platforms in the very near future. Once the value of mobile gambling is fully understood, the industry will immediately aim to transform existing and future products.
I believe the iGaming world will continue to develop in this direction as an exponential pace, focusing on innovative technical solutions, mechanics, features and visuals optimised for various mobile platforms, models and markets. The key is to find the balance between the quality of gaming products and their adaptation to mobile – and getting this right is where developers need to be investing their energy.
Thomas Smallwood:
Smartphones will continue to develop but I would place more focus on the changing user demands. New game types, more regional content as well as promotion and gamification features are already driving us to change the titles we design and develop.
We will soon launch new in-game promotional tools for operators as well as new style of games, including bespoke games.
Madis Raus:
I believe that the introduction of 5G will bring a ton of opportunity to the table, as the introduction of 5G will bring forward a range of improvements to speed and accessibility. This may also give developers a bit more freedom when they think about creating games for mobile phones.
With smartphones being so advanced these days, the size of the game doesn’t matter as much as it once did, the quality is now the utmost important factor when it comes to designing new mobile-games. This is the same with live content, with the technological improvements, it’s now easier to provide good quality streams, so now developers need to focus on other elements that will make their game stand out from the competition.
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Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
The post Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype appeared first on European Gaming Industry News.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
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