Keith Goddard, CEO at Blaze Gaming, says non-traditional content is now a must if operators are to meet the expectations of new and existing players, many of whom are turning away from restricted slots in search of bigger thrills.

Take a look at any online casino lobby and you’ll notice things have changed over the past 12 months. Where once you would find only slots and table games, with the odd instant win and a cluster of live dealer titles also in the mix, now you find a vast array of game types.

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From Crash to Plinko, Mines to HiLo, Hotline, Dice and Keno, player preferences have changed and in a big way. Sure, slots still dominate, but the demand for non-traditional content is high and, in my opinion at least, only getting higher.

There are plenty of reasons for this. Players are seeking deeper experiences that go beyond those offered by slots and table games. They no longer want to just spin and win – instead, they want to feel there’s an element of skill to the game and that they have some control over the outcome.

This is why crash games have been such a hit. Players love that thrill of watching the win multiplier climb and the control they have over when to cash out.

This makes them really popular with the next generation of players. I’m talking about younger tech-forward audiences who enjoy strategy, decision-making and skill-driven entertainment options such as mobile games.

That evolving technologies are allowing providers to create games that go beyond the limitations of slots to deliver the action and big win potential these players are seeking has also been a catalyst for the meteoric rise of non-traditional content.

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Operators have been quick to add these games to their lobbies and to maximise the acquisition and retention opportunities doing so provides. Non-traditional content is great for tapping into new player audiences as well as those that have been deterred by restrictions to slots in some markets.

By that, I mean regulatory updates that have slowed spin speeds, forced studios to remove things like Buy the Bonus features and, of course, the introduction of stake limits. This has all impacted the player experience, with many looking for other game formats for their thrills.

But this type of content is also a powerful driver of retention among existing players, providing them with new experiences that are easy to understand. This is key to driving engagement, with players reluctant to spend time and money getting to know complex game mechanics.

This was a consideration when developing the concept of our Bull Casino Trading Games which combine the excitement of casino gaming with the strategy of trading, offering a unique, entertaining but still easy-to-grasp game format. These games are all about risk and reward.

The idea stemmed from the convergence of finance and gaming. We saw an opportunity to merge market dynamics with casino play with this fusion creating a dynamic environment that would appeal to those looking for something beyond the standard slot format.

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Of course, this is an increasingly competitive space, but our Bull Casino Trading Games stand out by offering a unique combination of trading mechanics, entertainment and the ability to win money.

The gameplay includes real-time strategy elements to challenge players in a way that traditional casino games don’t, making them compelling and re-playable.

Operators know they need to diversify their proposition to cater to evolving player preferences and changing regulatory requirements.

Failing to offer non-traditional content not only risks losing existing players seeking excitement beyond slots but also missing out on the opportunity to reach new player audiences such as Millennials and Gen Z.

The game really has changed, and operators need to keep pace if they are to ensure the long-term success and sustainability of their businesses.

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