Interviews

Exclusive Q&A with Dejan Orlac, Head of Design at Royce&Bach

Published

5 years ago

March 25, 2020

Let’s start from the beginning. Your beginnings, that is. Our readers love to learn more about top professionals and their life. Tell us more about yourself.

I was one of those kids that knew what he wanted to do from early on. That is to turn problems into elegant solutions through design. I loved drawing anything that moved, either on wheels, through the air or, underwater. My passion led me to the Academy of Arts and Design in Ljubljana, where I studied Industrial Design. After a successful study, I moved to London to pursue my appetite for design at the Royal College of Art, studying MA in product design. I never finished the course as I found myself in front of a new challenge in the gaming industry. It was an opportunity I couldn’t refuse. I became a partner and head of design at the original Royce&Bach company. One thing led to another, and soon I was playing a part in launching the online casino platform called Oryx Gaming. We planned, developed, and designed a complete library of over 40 slot games, online roulette games, and poker games. We also designed all interfaces and the whole front end that enabled the launch of the product.

It was enough. I needed a break from the gaming environment and embarked on a new adventure. I was designing different products in various industries, from toys to phones and anything in between. I worked on projects for many high-end brands like Burberry, Coway, Panasonic, LG, and many others. It was a valuable learning experience that allowed me to reflect on the gaming industry that gave me the start. It is funny how I came back full circle and decided to focus on the gaming industry again with more specific goals.

European Gaming Congress 2024 (Warsaw, Poland)

Perhaps the first time you made your mark in the industry was by launching Archipelago 8 electronic roulette. Tell us about that experience.

Before starting the journey with Royce&Bach, I was already designing online casino lobby’s and games for Playtech, and other casino providers. It gave me significant knowledge and confidence for my next adventure. Royce&Bach was an incredible opportunity for a 22-year-old boy. I worked and learned from some of the most intelligent people in the industry. The company had a clear goal and product vision; to disrupt the gaming industry with a better approach to a customer and user experience. The design was our first bet. Our first presentation of the Archipelago roulette was in 2007 at ICE in London, and the interest was overwhelming. However, it came with its fair share of challenges. After the show, we realized we need to go back to the drawing board and make changes to the design, construction, and implement additional feedback from potential buyers. And we did. The plan hit home with the Asian demographic, and shortly after, we started shipping our first products. Soon we proudly installed our roulette in the MGM Grand Macau.

You were involved with gaming product designs when you were working in Orlach Design? Could you tell us about some of the designs that you were associated with?

Orlach design is my own design company. Through Orlach design, I designed products, concepts, user interfaces, and other innovative solutions for many well-known international companies. I also worked directly with leading design studios helping them with their projects. Together we worked on products for beverage brand Budweiser, JSP and Keeler. I also designed the new UI for the ROXI home music entertainment system and worked on many projects at Burberry. It was interesting to be part of the TV brand campaign for Peugeot or cooperate on developing sets for Garnier TV commercials. Through Orlach design, I worked on many projects in healthcare tech, scientific, industrial, high spec and toy industry, interiors, and furniture design. It enabled me to receive international recognition and win the awards such as Red Dot Design award Concepts and Core77 Best Of Design.

You were also part of some innovations like a digital market place of 3Dprintable industrial designs. How did it go?

The 3Defied project is a digital platform with a professionally created consumer level 3d product content. Through 3Defied, designers, design companies, and prominent brands can connect and sell their work. The end customer is the owner of a 3d printer or a regular customer who prints the content through outside vendors. It is my “pet” project. I strongly believe in it, and it is something I am very passionate about. Unfortunately, due to ongoing gaming projects, 3Defied is currently on the backburner.

What about your present company Royce&Bach? Tell us about your areas of expertise, ongoing projects and clients.

Our passion is to create innovative gaming products that add value to players, operators, and casino vendors. Through strategic, industry-informed, and innovation-driven design, Royce&Bach strives to enhance players’ experience and maximize operators’ return on investment. We design all kinds of online and land-based casino-relevant experiences and equipment. Electronic roulettes, slot machine cabinets, player terminals, user interfaces, and casino games are just a few of many products we designed for our clients. Ultimately Royce&Bach uncovers hidden potential and delivers innovative products that exceed our client’s expectations.

We are currently working on several fascinating products. My team is designing a new slot machine and a new automated roulette for a renowned retail casino gaming company. A well-known international brand hired us to design real room interiors for their live virtual games. For them, we are also conceptualizing new games that are either more immersive or integrate the brand on a different level. Demand for digital products is rising, and we are looking forward to developing that side of the business as well.

Could you explain the design process and its various stages from concept to manufacturing?

We must maximize the ROI for investors as well as enhance the entertainment experience for our players.

I want to think that I am in the process of developing our “patented” approach to the challenges of designing for the gaming industry. We based our approach around understanding specific players’ psychologies. We want to know what triggers their senses, what gets them into “the zone,” how they associate themselves with the product and, how they perceive a machine design as their winning tool.

First, we dive deep into research to uncover and identify the specific opportunities associated with the client and focus on solving those through product design. Through fieldwork, we talk to all parties involved in the product lifecycle. We also learn from previous research in our industry. Works from Natasha Dow Schüll, Roger Thomas, and Bill Friedman are an essential base for further actions. After we gather all relevant information, we create a design brief which we use throughout the development process.

Next, we move to the “concept design phase,” where we propose a variety of ideas for product design. We review them with our clients and together select the winning horse. Sometimes we choose several concepts and develop them further. I like to say that those are our horses in the race, competing against each other. After the race is over, we end up with a winning horse, which becomes our winning concept.

Now it is time to optimize our design. Together with our clients, we review the ergonomics, add further technical input from the engineering team, and, overall, create a winning proposal. What follows is finalizing colors, materials, and finishes (CMF), preparing renderings, models, and mock-ups for presentations. The result is a product that makes our clients proud and excited about the future.

You have worked with a lot of start-ups and helped them get ahead. What are your views about start-ups in the gaming industry in general. Pros, cons and general advice, if any?

In my view, many companies developing gaming solutions, underestimate the financial investment, and the time needed to create a successful product. Due to gaming-related legislation and strict certification processes which differ from country to country, the process is more complicated in comparison to the mainstream entertainment business. Also, the industry is small, everybody knows each other, and the competition is ruthless. That creates a unique set of challenges for any start-up that wants to thrive in our industry.

Collaborate with someone who can think and work outside perceived limitations. It can uncover hidden potential you never knew was there. Do your research, look deep to avoid surprises later. Design to attract, impress, and satisfy. Be different. It will help you stay on track and continuously evolve in the ever-changing gaming environment. Design is the best tool to explore new opportunities, adapt, and plan for the future. Design is also your best bet in the product development journey to success. It’s an investment that pays back double, at least.

What are the challenges and opportunities that you find in the gaming industry in terms of design?

Planning design for any gambling solution creates challenges on many levels. First, the product design must be fit for the manufacturer and easy-to-operate for the vendor. The vendor is the actual buyer who has to service and maintain the product. Second, players require much understanding. They expect to receive a completely different user experience than the vendor. Both use the same product but on different levels and have different requirements. Satisfying both is very challenging. That generally makes products complicated to design and produce because they’re often required to do too much at once.

The gambling market is also continually changing. It needs to adapt to new generations of players through technology, better research, and innovation. That presents a multitude of design pathways that can open up opportunities to create innovative designs that amuse existing players or attract new ones.

Final question. With a number of gaming product manufacturers employing in-house designers, what value additions can an external designing firm provide?

If you want to stay ahead, you need to collaborate with someone who can work outside perceived limitations. The in-house design team usually has plenty of work supporting ongoing business demands. That is why it’s essential to include outside professionals who are well informed overall and have cross-industry experiences to come up with fresh ideas. Flexibility, free-thinking, insight, and the quality of specialized people enables our clients to offer products that exceed expectations. Most everyday consumer products that we use were conceived and designed by external design studios. Big corporations rely on smaller companies. A lot of talented and skilled people will instead work for a smaller studio than a corporation.

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Interviews

The difficult second album

Published

1 day ago

November 21, 2024

George Miller

Reading Time: 4 minutes

Nik Robinson, CEO at Big Time Gaming, talks about the challenges studios face when it comes to sequel slots such as its just-launched Danger! High Voltage 2.

Congratulations on the launch of Danger! High Voltage 2. Tell us more about the game and what players can expect.

Thanks! We’re absolutely thrilled to launch Danger! High Voltage 2—it’s an electrifying sequel we think fans of the original will love. When we released the first Danger! High Voltage, the response was phenomenal, and players kept asking for even more high-octane action. So, we set out to turn things up to 11 with this release.

The game cranks up the excitement with our Megaways™ engine, giving players up to 117,649 ways to win on each spin. The base game is supercharged with volatility and powered by the MegaDozer, perched right above the reels, ready to drop Scatters, Wilds, Multipliers, and other electrifying surprises into play. Then there are the two fiery free spin bonuses—Fire in the Disco! and Danger Danger!!—designed to keep players on the edge of their seats.

And, of course, it wouldn’t be Danger! High Voltage without the unforgettable soundtrack by Electric Six! Get ready for some serious foot-tapping and headbanging because this game truly brings the heat.

How does the second instalment differ from the original Danger! High Voltage slot you launched back in 2017?

This time around, players are transported to an electrifying thrilling industrial scene, and introduced the groundbreaking mechanic MegaDozer^TM mechanic sitting up top, ready to unleash Scatters, Wilds, Multipliers, and surprises.

It’s amazing to see how much slot game design has evolved since we launched the first game in 2017, and Danger! High Voltage 2 is a testament to that evolution. This time, we’ve built it around our Megaways™ engine, which amps up the gameplay with up to 117,649 ways to win on every spin.

We’ve also kept the player choice element for the Free Spins round, but we didn’t just stop there. Fire in the Disco! and Danger Danger!! are brand-new bonus features that make every spin a symphony of excitement. It’s a whole new level of Danger! and a thrilling way for players to experience just how far we’ve come in delivering cutting-edge slots.

What made the iconic song from Electric Six the perfect soundtrack for creating a slot game around?

When we set out to create Danger! High Voltage 2, we knew we had to keep the core essence that players loved—the name and that iconic Electric Six soundtrack—but from there, this game is a totally new beast.

It’s insanely catchy and the perfect soundtrack for spinning the reels. For me, it stirs a strong feeling of nostalgia, taking me back to the early 2000s when the song was riding high in the charts. The more I listened to it, the more I became convinced it would be huge fun to create a slot game around the song. The lyrics lend themselves to bonus features (Fire in the Disco! Danger Danger! Or the original High Voltage & Gates of Hell), and the disco theme works really well as an online slot because it is so visual and colourful. With the original, we were able to capture the essence of the song and bring it to life, which is why Danger! High Voltage became a runaway success. Danger! High Voltage 2 turns the volume up to the max and we fully expect it to rise to the top of the charts, just like the original did.

Just how hard is it to launch a follow-up to a hugely successful slot game? What are the main challenges in doing so?

Launching a follow-up to a hit like Danger! High Voltage is no easy feat—it’s a bit like making the sequel to a blockbuster movie. You need to build on the experience offered by the original game, keeping true to the core theme and gameplay while making sure it offers something new and different. Stick too close to the original and it won’t deliver the excitement players are seeking, move too far away from it and you can end up with a significant disconnect from the original. But we reimagined the visuals and mechanics, integrating our Megaways™ engine as it adds massive win potential with up to 117,649 ways to win and to keep the gameplay engaging. We took risks with a completely new mechanic MegaDozer™ and introduced two brand-new free spin features, Fire in the Disco! and Danger Danger!! which had to be meticulously tested to ensure they deliver the right blend of fun and volatility. It becomes a bit of a balancing act whereby you need to keep core elements the same or similar and then bring in new elements that take the whole package to the next level. It’s easy to see why the second album is often the toughest for musicians.

Big Time Gaming seems to have cracked the code when it comes to sequel slots with the recent launch of Bonanza Falls so you must have been able to overcome these challenges.

We’re fortunate to have such strong original titles like Bonanza and Danger! High Voltage as a foundation for our sequels, but make no mistake—it all starts with the team’s incredible work in crafting these iconic games in the first place. When you have a solid base, it gives us the freedom to innovate boldly. For instance, with sequels like Bonanza Falls and Danger! High Voltage 2, we introduced fresh mechanics like MegaDozer™, Win Exchange™, Bonus Coins, which add entirely new dimensions to gameplay. These features aren’t just updates; they’re true evolutions that deliver exhilarating experiences and keep players coming back.

Our team embraces these challenges head-on, bringing excitement and a touch of fun to every sequel we produce. And while these games build on the legacies of the originals, they’re crafted to stand tall on their own merits. Bonanza Falls and Danger! High Voltage 2 don’t just rely on the reputations of their predecessors—they’re outstanding games in their own right, designed to thrill players new and old alike. It’s about creating something fresh while capturing the magic that made the originals so beloved.

The post The difficult second album appeared first on European Gaming Industry News.

Interviews

Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype

Published

1 week ago

November 14, 2024

George Miller

exclusive-q&a-w/-radek-psurny,-ceo-at-match-hype

Reading Time: 3 minutes

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.

Fantasy Sports

Will Booth: blending the best of fantasy and sports with Pick’Em Player Props

Published

1 week ago

November 13, 2024

GamingAmericas.com

will-booth:-blending-the-best-of-fantasy-and-sports-with-pick’em-player-props

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!