Latest News

Why studios need to promote their games

Published

2 years ago

October 12, 2022

Reading Time: 3 minutes

Elliott Resnick, Head of First Look Games, says that due to the highly competitive nature of the industry studios need to get their games in front of players if they are to succeed in the long term

Slot studios are fighting for operator attention in a highly competitive marketplace. There are literally hundreds of developers pushing thousands of games with endless new titles launching every month. So being heard above the noise made by rivals is a vital key to success.

Developers also face fierce competition when it comes to directing players to their games. Operator lobbies are stocked with thousands of titles, with game positioning often the difference between whether a title sinks or swims.

But what if affiliates could not only fulfil their traditional objective of new traffic to operators but also drive awareness of a studio’s content and have players specifically look for the game regardless of where they are positioned in casino lobbies?

To do this, studios must promote their games to players as well as operators, but that isn’t easy given developers take a small proportion of the revenues made on their slots. Above-the-line marketing is simply not an option for the majority of studios, so they have to look to other ways of gaining the attention of operators and players.

But due to the expensive nature of traditional game development, and the time it can take to bring a slot from concept to market (this can take anywhere from four to twelve months) studios must not leave game discovery to chance and instead proactively promote each of their most anticipated titles.

It is also important for studios to provide operators with easy access to information and assets about their games, not just for the purpose of selling their titles but also for other areas such as inclusion in the operator’s marketing and CRM. Without this, developers are missing the final but crucial step in launching their game – which is proactively letting players know about it.

This has led several studios to partner with slot streamers but while that now hangs in the balance pending Twitch’s upcoming announcement on 18 October, others are leveraging the incredible reach that traditional affiliates can provide. But striking partnerships with publishers can be labour intensive – something that already stretched teams have little time to dedicate to unless they hire someone dedicated to affiliate outreach pretty much full-time.

That is where First Look Games comes in, providing the world’s first platform that directly connects studios with all registered affiliates in the iGaming space who regularly craft detailed new game reviews designed to generate referrals to one or more online casino partner.

A publisher’s access to First Look Games is free, allowing all game studios to deploy finished/approved creative packs direct to an entire affiliate community within minutes. It puts the power in the developer’s hands, giving them control over the information and assets they share, and when they share them.

Affiliate marketing allows studios of all sizes to put their games in front of players and potentially build anticipation around future releases. For established studios that have highly sought-after content coming, affiliate marketing can drive large numbers of reviews along with significant awareness that a new game is set to land. For small studios starting out, it can make a difference between being prioritised for an operator integration or being left out. For those in the growth phase, game promotion can assist with realising greater ROI.

Studios can additionally use the feedback they receive from affiliate game reviews to guide future slot development by understanding what has and has not hit the mark with the player community. This feedback is incredibly valuable.

What’s more, affiliates are very cost-effective when compared to other forms of B2C marketing and can help studios to reverse engineer interest in their games where reviews are strong and the audience has a clear appetite for their content.

But right now, studios are not maximising the potential that affiliates provide. The studio-affiliate relationship is still relatively new which is why this marketing channel can be overlooked in terms of the value it can deliver.

First Look Games has been designed to do much of the heavy lifting on behalf of the studio, providing them with access to more than 800 approved publishers with their combined reach being more than 20 million players around the world.

Studios simply upload game information and assets to their dedicated library, and then our network of approved affiliates can access these files and use them to produce content such as game reviews or video content. The entire platform has been designed to be easy to use by any member of a studio’s team.

Despite this, we often find the studios do not know where to position us within their business – sometimes we are seen as a marketing resource, other times as a tool to support the commercial team. We can be both, but it shows just how new this area of game promotion is.

Over time this will change, especially when studios start to see the incredible success their rivals are having in the affiliate space by unlocking more of the potential in their games.

Getting any title in front of more of the right people is simply good business and in such a competitive market, that can be the difference between a studio succeeding or failing.

Gambling in the USA

Gaming Americas Weekly Roundup – April 22-28

Published

9 hours ago

April 29, 2024

Niji Narayan

gaming-americas-weekly-roundup-–-april-22-28

Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

The International Association of Gaming Advisors (IAGA) will hold its 41st International Gaming Summit Monday, May 27 through Thursday, May 30, 2024 at The Ritz-Carlton Washington, D.C. As a premier event that brings together leaders from all global gaming sectors, the Summit will provide operators, suppliers, attorneys, investors, bankers, regulators and other advisor delegates with an unparalleled opportunity to meet and discuss the most important issues facing gaming.

Marker Trax, a leader in cashless payment solutions for the gambling industry, has announced the appointment of John Henderson as its SVP of operations. Henderson is a seasoned, energetic industry veteran who brings to Marker Trax more than four decades of success in delivering technology-based business solutions, leading innovation-forward companies seeking to increase their industry footprints and to solidify their market shares.

Jackpot Digital, a leading manufacturer of electronic multiplayer dealerless poker tables, announced that it has successfully completed the installation of its Jackpot Blitz casino machines at Chukchansi Gold Resort & Casino, located in Coarsegold, California.

Affinity Interactive has announced the appointment of Scott Butera as President & Chief Executive Officer, effective immediately. Mr. Butera, who most recently led AI’s Sports Information Group (SIG) business, brings over 30 years of experience in gaming, hospitality, media, entertainment and sports to the pivotal role. In his new capacity, Mr. Butera will set strategy and oversee operations of the Company’s diversified portfolio of casinos resorts across Nevada, Missouri and Iowa.

North Star Network has acquired Um Dois Esportes, a sports coverage and analysis site created from the merger of Gazeta Do Povo and Tribuna do Paraná in 2020. NSN’s signing of Um Dois Esportes is the media house’s fourth acquisition of 2024, following the recent deals to purchase UK-based SportsMole and MrFixitsTips, as well as Chilean site AlAireLibre, which was announced in March.

Hollywood Casino at Greektown unveiled its new ESPN BET branded sportsbook and restaurant on the upper floor of the 100,000-square-foot Downtown Detroit casino. This sportsbook is the first ESPN BET branded retail location to open across PENN Entertainment’s (PENN) portfolio of properties.

Partnerships

Above the Felt, the leading poker and gaming marketing and talent agency, has announced a partnership with Potawatomi Casino Hotel in Milwaukee, Wisconsin for the grand opening of their state-of-the-art poker room this May. This collaboration marks a significant experiential poker event in the Mid-West US, bringing together top players, personalities and content creators with regional players for an unforgettable poker room grand opening.

SCCG Management, a leading advisory firm in the global gaming industry, has announced a strategic partnership with Comm100, a pioneer in AI-powered omnichannel communication. This collaboration signifies a pivotal moment in the gaming industry as it looks to revolutionise player engagement and customer support through personalised, 24/7 communication.

Betano and CBF (Confederação Brasileira de Futebol), the Brazilian Football Confederation, announced a new partnership that will see Betano become the new main sponsor and exclusive betting partner of Campeonato Brasileiro Série A. Starting from the 2024 season, which began on Sunday, April 14, the competition will be known as Brasileirão Betano.

The post Gaming Americas Weekly Roundup – April 22-28 appeared first on European Gaming Industry News.

Latest News

Celebrate SOFTSWISS’ 15th Anniversary with Special Offers!

Published

11 hours ago

April 29, 2024

George Miller

celebrate-softswiss’-15th-anniversary-with-special-offers!

Reading Time: 2 minutes

Marking its 15th anniversary, SOFTSWISS, a leading global iGaming software provider, is ready to surprise its clients with special gifts as a sign of appreciation.

During 2024, SOFTSWISS rolls out a wide range of gifts, bonuses, discounts, and special offers for its new and existing clients, providing a unique opportunity to celebrate the company’s anniversary together.

All new clients signing up for the SOFTSWISS Game Aggregator can enjoy a complimentary Tournament Tool connection until the end of 2024. This offer empowers new clients to create and manage engaging tournaments, fully customisable to suit their needs.

New clients of Managed Services will gain an additional discount on several support services for three months in a row. This discount can be applied to First Line and VIP player support, Player Retention and Reactivation, as well as Content Management.

Affilka by SOFTSWISS’ new clients can avoid monthly fees for renting merchant accounts until the end of 2024. The monthly merchant fees are on the platform, excluding payment systems’ commissions for cashouts.

New clients of the SOFTSWISS Casino Platform, Game Aggregator, and Sportsbook have the exclusive opportunity to explore the Jackpot Aggregator options as bonuses, available for free or at discounted rates.

For those diving into the Game Aggregator, expect 15 free days of the Jackpot Aggregator and a 15% discount on all local jackpot campaigns for the initial 150 days post-launch.

Clients opting for the Casino Platform can choose a free trial month or receive a 15% discount on local jackpots until year-end.

New Sportsbook clients could access the Jackpot Aggregator for all local jackpot campaigns free of charge for the initial 150 days since launch.

Max Trafimovich, Chief Commercial Officer at SOFTSWISS, comments: “Our 15th anniversary is not just a celebration of the past achievements but also a commitment to our future and the success of our clients. By offering bonuses and discounts to new and current clients, we aim to express our gratitude for their trust and support. It’s our way of saying thank you and investing in their continued success in the dynamic world of iGaming.”

SOFTSWISS current clients will receive various special offers via email.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 20,000 casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post Celebrate SOFTSWISS’ 15th Anniversary with Special Offers! appeared first on European Gaming Industry News.

Latest News

Paysafe strengthens US iGaming solution with Pay by Bank launch

Published

11 hours ago

April 29, 2024

GamingAmericas.com

paysafe-strengthens-us-igaming-solution-with-pay-by-bank-launch

New product allows American bettors to log-in directly to their bank accounts at online sportsbooks’ cashiers to fund real-time wagers

Paysafe, a leading payments platform, today launched Pay by Bank for iGaming, a new solution allowing U.S. online bettors to instantly and securely fund deposits at operators’ cashiers directly from their online bank account as well as cash-out winnings seamlessly. This product expands the capabilities of Paysafe’s Gateway, the iGaming payments solution that connects U.S. operators to the market’s most comprehensive range of traditional and alternative payment methods via a single integration.

Building on Paysafe’s 25+ years’ history streamlining iGaming payments, the company added Pay by Bank to respond to the growing demand from U.S. players for payment choice. The Gateway already connects operators’ cashiers to Paysafe-processed card payments, the Skrill digital wallet, the Paysafecash online cash solution, and third-party payment products. Strengthening operators’ player acquisition, Pay by Bank provides their customers with yet another payment option that is particularly appealing to the 27% of bettors who prefer transacting via direct bank transfer, according to Paysafe research.

Leveraging Paysafe’s single-integration Gateway, U.S. online gaming operators can now offer Pay by Bank to their customers, giving first-time users the ability to sync their checking or savings account in just seconds, then fund their player account securely in real-time. For returning bettors, the process is even easier, with Pay by Bank supporting one-click payments from linked accounts.

Winnings can be withdrawn from players’ sportsbook accounts just as seamlessly, with Pay by Bank enabling rapid payouts directly to linked bank accounts, again initiated through a single click.

For operators, all Pay by Bank transactions are indemnified, reducing liability if a player’s deposit from their bank account defaults. Along with helping to drive player acquisition by providing more payment choice, Pay by Bank’s other benefits for operators include strengthening customer retention by improving the overall payment experience. According to Paysafe research, transactional speed and financial security are players’ top-two priorities when it comes to the payment experience.

Zak Cutler, President of Global Gaming at Paysafe, said: “We’re delighted to unveil our new Pay by Bank product for our iGaming solution, which will almost certainly prove very effective in both converting and retaining players for U.S. operators, with the product’s impressive transactional speed and robust security. Through Pay by Bank, we continue to grow the Paysafe Gateway by providing American operators and their customers with unparalleled payment choices, all through a single integration.”

Paysafe will be showcasing Pay by Bank and the Paysafe Gateway while exhibiting (Booth A270) at the SBC Summit North America in New Jersey from May 7^th to 9^th, 2024.