Roundtable: Land-based versus online slots

Amichai Marmor: The main difference is on the device side. When playing slots on a mobile device, everything is faster and smaller. You have to make your game with that in mind. You have to work with a small screen and small buttons. When playing land-based machines, you sit for a while and move between machines. When playing on mobile, players expect faster response times. They play when they don't have time, so the game has to feel fast.

Simon Hammon: There are many different factors at play here, starting with the players themselves. Land-based players may be thought of as preferring a more traditional style of play, but in reality, what hard brick-and-mortar visitors want is the overall physical experience and the social environment. The beauty of the machines, the action of the buttons being pressed, and the quality of the sounds are very sensory attractions. Conversely, this is difficult to replicate on a mobile device, and the mechanics and gameplay need to be highly entertaining to attract the same level of attention. Of course, the advantage in this case is that you can focus more on the gameplay than on the cabinet.

Catalin Bratosin: Online slots offer more design freedom, but the process is tougher. The online nature of it means that, in theory, there are fewer barriers to creativity than land-based games. In particular, the improved level of technology means that you can now design videos with more detail than ever before.

In general, do you think online slots appeal to a different demographic than land-based games?

AM: With so much going on, I think online slots are easier for many people to play. I think younger people find it easier and more accessible to play slots online than going to a casino. That said, there's something missing, at least from my perspective. The feeling of being in a huge room with all the machines around you is something you don't get when playing online. I think there's more or less the same demographic playing both, but I would say it's more of a younger demographic.

SH: Generally, studies and statistics support this theory, but there is also an argument that fun and exciting slots can conquer both demographics. There is always a debate about whether one cannibalizes the other, but many studies show that in fact, the opposite can also be true. Of course, there are things that hold back both camps, but if a truly compelling mechanic or mathematical model adds to the overall experience, you can do so regardless, leaving important differences in the physical packaging of the product. In these cases, there is definitely room to take the best of both genres and make them accessible across the board.

How can we make online and land-based slots accessible to both new and older generations?

A. B. I believe in data-driven design, understanding what slots, designs and math work in different markets. From there, we can also look at generational differences. Older generations will choose simple slot machine designs with less celebrations and animations. They want a classic feel. Younger generations will want more game elements. They find it more interesting to have an impact on the game. I think the feeling of being able to win big is also a key element that appeals to both generations. You play the game, you see the different features happen, and you get the feeling that you can win big.

SH: To answer from a content perspective, the strategy is usually to tailor content to specific player profiles while taking into account local market constraints. The key is to understand behavioral changes by accessing, listening and implementing feedback from customers and players. This is something we place a lot of emphasis on as it ultimately impacts the success of our titles. We are able to serve different profiles through our own content as well as the content we collect, but our goal when accessing a stock of great content is to ensure that we find or create successful titles that offer a great reach.

CB: The most important thing on any online slot machine is that it is attractive. Every title cannot satisfy everyone, but by having a variety of themes and mechanics, you can attract more people, regardless of taste. Elderly generations can easily sympathize with the lan d-based experience, and may be attracted to content that reminds you of the fun of the past, and the younger generation tends to prefer slots that incorporate video games. Developing content that transcends such trends is important to play slots in how to move to a mobile first world, whether or both lan d-based or online.

How do you make slots as attractive as possible and attract customers?

SH: In the world of online games, there is a misunderstanding that a masterpiece that makes full use of a heavy intrudaction movie and a very high quality graphic always enhances the enjoyment of players. Such a design element, like other interactive entertainment, is useful to attract attention at first, but it is attractive mechanism and gameplay that creates faithful fans. In addition, if you have an appropriate victory function, you will be more likely to maintain a player. Slot developers face the challenges of intensifying competition and lack of profile, so it is more important for game designers to create a quick and attractive experience.

CB: Fascinating mathematical models, immersive themes, and attractive game series are all important factors for maintaining customers and acquiring fans, but the importance of player loyalty solutions. It is increasing and increasing. Toolkits like our enhance solution have been proved to increase their royalties and maintain their players.

What is the latest situation at the reception? Is there a new technology that is likely to be the future of a slot machine?

AM: I think many players are seeking more functions as they migrate to mobile. As I mentioned earlier, they want to be more influenced by the game with certain factors. We are looking for a strategic slot. Such a model has won a new market. However, the more you learn how to use data to design appropriate game elements in slot games, the more successful you can see in these games.

SH: From the outside, slot innovation may seem to stagnate for a while and then move forward while spawning a rush of copycat and engineered games, but all true innovation should be celebrated. Perhaps most importantly, studios that are still willing to invest in the risk should offer something new and unique.

Smaller suppliers with big ideas can now challenge more established suppliers, product by product. Technology is constantly changing, so vendors must constantly adapt and optimize for the best platform and device.

CB: The hosting industry is one of the fastest changing industries, with new innovations and products coming to market all the time. Technologies like virtual reality and augmented reality (VR/AR) have the potential to change the landscape of online slots, and the speed of technology expansion is bringing almost endless possibilities to this industry.

What is your current offering that is different from other markets? AM: Firstly, we are data-based, so we tailor our games for specific markets. We focus on many markets, from popular to new. We understand what works in each market from our past games, driven by data. By doing so, we can innovate and provide our games to players in each region.

We have released "Power Strike" with the reel-in-reel feature, and "Dragons of the North Deluxe" which was born from the thought as I just explained, and it has been a great success in the way players enjoy it. We released King of the Trident Deluxe with the same design idea, proving the success of this approach. We focus on interesting features and evolutionary mechanics of the game. We find that it is very effective for players. They get interested and want to progress the story of the game.

We also look at past games and place them in specific markets. For example, our upcoming slot "Power of the Gods" is "Dragons of the North" but with an Egyptian theme. It is focused on the German market.

SH: There are many options to choose from, from speed, agility, technology, business-level experience, to core launch products like Money Train 2, which has been one of the biggest releases in the industry in recent years. In terms of compliance and adaptability, we have been the quickest to adapt to new regulations, ensuring that our content is safe for operators, and providing all the support our partners need. In this competitive environment, it takes more than one thing to differentiate yourself. We do it relentlessly, focusing on quality, speed, reliability, and innovation.

CB: Our services are not limited to slot games. Our gamification tools, such as boosts and drops, earn network promotions, allow us to engage with players more than ever before. And we have integrated our APIs into one, making it easier than ever for our partners to get our content.

And we innovate by simplifying the process for our partners, allowing them to focus on their players and making every step as smooth as possible for them.

Finally, what advice would you give to startups who want to succeed in the online hosting space?

AM: Make great data analytics tools that fit your needs. Make sure you measure every action and base your strategy on data. There are big companies in the social market and they are all data-based. In a game like this, you never make a decision without first looking at the data. Then you start playing and iterating. Build a game with certain features and elements and iterate on it.

SH: Be aware that the situation is changing and that you have to show excellence to stand a chance of long-term success. The market is tougher than ever and you need determination to stick to your vision and investment to make compelling enough content.

CB: Find your niche in the market and try as much as you can to bring innovation to the industry. There are many examples in our field of startups doing really great things. It's an exciting industry with big opportunities, but hard work and persistence are key, regardless of the business situation.