40 minute read
Gaming
from SBC Leaders Issue 20
by SBC Global
Habanero Disco Beats
Basic Info: Habanero got players into a dancing groove with its Disco Beats, merging both 80s disco and Japanese-inspired anime artwork. Within the base game, if the player lands three or more lightning scatter symbols in a single spin, the bonus wheel feature is activated. Here, the wheel spins three times, awarding the highlighted prize it lands on. Multipliers within this round include a x8, x18, x28, x38, x58, and x88. Moreover, if the wheel lands on the lightning symbol – the scatter – it awards an additional three free spins. Other bonus wheel prizes include: grand, awarding x10,000 the bet; major, awarding x1,000 the bet; minor, awarding x500 the bet; and mini, awarding x100 the bet.
Reels: 3x3 Payline: 27 Volatility: Low RTP: 96.62% Key Features: Bonus Wheel with respins, Jackpot and multiplied wins. Toni Karapetrov, Head of Corporate Communications at Habanero, stated: “We’re delighted to announce the release of Disco Beats, a lively slot which guarantees to deliver a dazzling experience. Thanks to its immersive and eye-catching design, we’re confident this new title will captivate every player. “We can’t wait for our fans to play this new release, with many other thrilling releases set to be announced as the company makes steady progress in 2022.”
Relax Gaming Space Miners
Basic Info: Relax Gaming ventures into the cosmos of space with its pickaxe in hand in a quest for intergalactic resources in Space Miners. In the game, every normal spin will feature two power-ups and free spins will always start with four. Destroying blockers that include a power-up will trigger the respective feature: cross destroys all blockers in a horizontal and vertical line; horizontal destroys all blockers in a horizontal line; vertical destroys all blockers in a vertical line; and 3×3 destroys all blockers in a 3×3 area. It is also possible for power-ups to interact with each other. To activate the free spins, players must collect three bonus symbols during the main game, awarding six spins. Any additional bonus collected will also award two extra spins. Once the player has entered the free spins round, any blockers that are removed will remain open for the entire feature. Additional bonus symbols collected during the free spins mode will award one extra spin.
Reels: 5x3 Paylines: 1,000,000 Volatility: High RTP: 96.47% Key Features: Free Spins Bonus, Expanding Wilds and Power Ups Simon Hammon, CPO at Relax Gaming, said: “We are hoping that life on Mars, and beyond, proves to be as fruitful as Elon Musk has suggested it might be. Space travel is always a fun concept to create and we can’t wait for players to enjoy what we think is the best game in the solar system. “Relax Gaming has created an entire galaxy’s worth of games to date, but we think a wide range of audiences are going to really love Space Miners.”
SYNOT Games Skull Bonanza
Basic Info: Players join the temperamental ‘calaveras’ in SYNOT Games’ Skull Bonanza which offers an experience of a traditional Día de los Muertos. In the game, the free spins bonus is activated by landing three or more scatter symbols, awarding 10 initial spins. Here, wild symbols change into sticky wild symbols. There are two types of sticky wilds with additional spins and multipliers attached. These stick throughout the feature and can add multipliers of x3 and with three additional spins. As a final incentive, players are given the option to gamble during the free spins
bonus to potentially double their win. Here, players must guess the colour of the next revealed card to win double the win amount, however, there is also the chance to lose the win completely. Reels: 5x3 Paylines: 9 Volatility: Medium RTP: 85.11-97.99% Symbols in the game include five classic A-10 royals followed by mid-pays appearing in the form of a bottle of tequila, bright orange flowers and a bowl of fruit. Lastly, there is a woman adorned in festive attire followed Key Features: free spins, by a similarly dressed mariachi man, both representing two types of sticky the high-pays. Moving onto special symbols, all the wilds and a risk gamble wilds have vibrant sugar skulls on them with different feature. expressions, while scatter symbols are used to trigger the free spins bonus.
Atomic Slot Lab Egyptian Magic
Basic Info: Atomic Slot Lab, the latest subsidiary from Bragg Gaming, marked its slot debut by embracing the industry favourite theme in Egyptian Magic. Within the title, the golden jewel acts as the wild and substitutes for all symbols except for the red and purple rubies, which activate the respin feature if six or more land, with three respins awarded. Meanwhile, if additional rubies land and the gold arrow appears, the respins are reset to three. If the arrow appears again, the value is added to the current value of purple ruby symbols. Respins come to a close either when there are none left or all positions have red or purple rubies covering them, in which case the grand prize is awarded. Mini, minor, major and grand jackpots can only be won in the features or in respins. For the features, three, four or five Egyptian magic symbols award eight, 12 or 25 free games respectively. If less than six rubies appear, the respin reactivates. Free spins can be re-triggered by landing three or more Egyptian Magic symbols during play.
Reels: 5x3 Paylines: 25 Volatility: High RTP: 95.54% Key Features: Hold & Respin, Free Spins Bonus feature and four jackpots. Doug Fallon, Bragg Group’s director of content, stated: “Our first title, Egyptian Magic, from our newest game development studio, Atomic Slot Lab, demonstrates our strategic focus on developing high-quality content that is customised to meet the engaging entertainment features players in various igaming markets favour. Through years of experience, we have learned what content players want and have tailored our maths, features and themes to the preferences in specific markets. Atomic Slot Lab will draw on our knowledge of the US market and coupled with Bragg’s experience in Europe, we will focus on delivering the highest quality online games to slot players globally. We are very excited to release Egyptian Magic, which was developed to appeal to a wide demographic of players.
BRIDGING THE LAND-BASED AND ONLINE GAMING DIVIDE
IF YOU’RE NOT MOVING FORWARDS you’re either standing still, falling behind, or moving backwards, depending on which iteration of the famous quote you have a penchant for
BY CRAIG DAVIES
However, whichever your preference may be, all carry a very similar meaning. Maintaining pace with competitors and avoiding stagnation is absolutely crucial, and never has that been more evident than with the rise and rise of digital following a seemingly never ending bout of retail closures.
The new kid on the US block is threatening to take the country by storm, building on the successes
ALIGNING A SEAMLESS PLAYER EXPERIENCE IS BEST FOR OUR PLAYERS
already enjoyed across numerous states and further afield. But where does this leave those land-based establishments, and how do you best bridge a gap between the retail and online counterparts to enable longterm, sustainable growth and gains for each?
With this in mind, the appeal and overall pull of such retail venues cannot be underestimated, be that pint-sized establishments in a nearby town or a sprawling mecca boasting countless amenities beyond casino gaming that could keep one occupied for countless hours.
When thoughts are cast towards that of land-based casinos many will undoubtedly be instantly transported to hot spots such as Las Vegas or Macau, with images of grandeur, luxury, and glamour, as well as a little dose of eccentricity, around many a corner.
HAVING A TRUE OMNI-CHANNEL PRESENCE IS AN IMPORTANT PILLAR
DELIVERING A FLAWLESS PLAYER EXPERIENCE ISN’T ALWAYS EASY OUR LIVE DEALER STRATEGY IS ONE WAY WE'VE CONNECTED REAL-WORLD AND ONLINE GAMING
The influence of the big screen can also not be ignored in placing thoughts of red carpets, champagne, and opulence in the forefront of our minds, with a little known British secret agent, and numerous more, think Robert De Niro, George Clooney, Dustin Hoffman, Bradley Cooper et al, all culprits to this end.
Despite this, online continues to charge across any jurisdiction that permits its entry, with thoughts that igaming can’t compete with this aforementioned splendour very much being proven to be untrue.
Upon the fall of PASPA in the US during 2018, slot machines pinged, reels began their endless revolutions, bright lights shimmered, and a multitude of musical melodies roared into action.
But this time it came via the numerous devices possessed by individuals in legalised states, which, as of writing, includes New Jersey, Michigan, Pennsylvania, West Virginia, Delaware and Connecticut.
No longer was a retail establishment your sole destination to almost instantaneously become transported between futuristic landscapes and ancient civilizations, plus everything in between.
Overthrowing this legislation enabled players to try to win big on Deal or No Deal, spin the Wheel of Fortune, join Slash and Axel in Guns N’ Roses, or encounter the world of Jumanji, all from the comfort of home.
May 2018 saw the race to online begin, and despite the pace of sports betting’s roll-out across the nation far eclipsing that of its igaming counterpart, the numbers produced by online casinos are vast.
As competition continued to heat up, traditional land-based enterprises were faced with their own set of unique challenges from this date almost four years ago. That being not only to get offerings online, but how best to align these with retail offerings in a bid to ensure the sustained success of both.
“Having a true omni-channel
presence is an important pillar of BetMGM’s growth,” remarked Matthew Sunderland, Vice President of Gaming at BetMGM, upon being quizzed on the difficulties encountered when it comes to trying to bridge the gap between land-based operations and online casinos.
“By connecting our world-class online platform and games portfolio to a player’s physical touchpoints at MGM retail properties we’re able to offer a truly optimised player experience.”
In 2021, online casinos across New Jersey, Pennsylvania, Michigan, and West Virginia are reported as producing $3.8bn in gross operator revenue, contrasted to the $1.5bn by sports betting operators.
This disparity is also said to have been witnessed across state and local tax contributions, with the former’s $976.8m dwarfing the $222.4m of the latter.
The 2021 revenue performance across the aforementioned four states is also said to be more than the $3.6bn in revenue that all US online sportsbooks generated in the same year, despite sports betting being legal in five times as many jurisdictions.
Matthew Sunderland, Vice President of Gaming at BetMGM
Despite this, player confidence hasn’t always been placed in the online side of gaming, with Sunderland suggesting that it took players time to acknowledge the potential possessed by going digital.
“That said, delivering a flawless player experience isn’t always easy,” he continued. “Our jackpot winners tell us that, though they love our product, they previously weren’t sure it was possible to ‘win big’ through igaming.
“Sometimes, familiar games from retail property floors might not have online counterparts. And, traditionally,
land-based players are used to cashing out their winnings after every session, while a BetMGM player’s funds can conveniently remain in their account until their next gameplay.
“Our live dealer strategy is one way we’ve connected real-world and online gaming. Today, BetMGM has the top live dealer offering in the United States – with private studios in New Jersey
and Pennsylvania and one soon to follow in Michigan.
“These studios provide the feel of being at a live casino table while a player is at home or on their couch. They can see the cards being dealt, the hands being won and lost, and a running chat between players. We’ve seen great growth in this space and expect much more innovation to soon follow.”
This ability to deliver a stellar online performance sees BetMGM as the “consistently leading” online casino operator in the US with a 29 per cent market share according to Entain, which operates the 50-50 joint venture with MGM Resorts.
Nevertheless, the importance of aligning these two worlds to allow as seamless an experience as possible for players is an ongoing task for many, but, as suggested by the CasinoBeats 100 Club, perfect coexistence is “very much attainable”.
To end, Sunderland offered a brief insight into the BetMGM game plan when it comes to effectively strategising land-based and online gaming unity.
“Aligning a seamless player
experience, through promotions, rewards, and other brand touchpoints, is best for our players and critical for our business,” he closed.
“Through these various mechanics, a digital operator can encourage online players to visit retail properties, and vice versa, so that both parties benefit.” •
SPINZ CASINO: OUR ‘ROOTZ’ ARE FIRMLY PLANTED IN THE STREAMING SPACE
CHIEF MARKETING OFFICER
MELANIE HAINZER shines a spotlight on Rootz’ new Spinz Casino brand, outlining the reasons why streaming will play an integral role in the company’s engagement with new audiences
BY ERIN GALLAGHER
Launched back in March, the Spinz Casino brand was introduced to the online casino space with the premise that it will “go all-in on entertainment”. And what better way to do that than to create what it believes to be a unique industry offering that places streaming at its heart.
Powered by Rootz’s proprietary igaming platform, Spinz is said to bring all the tried and tested features from its other brand sites, as well as introducing a Spinz exclusive – entitled Game of the Day – that will see players earn extra rewards during a one hour period as their progress bar fills up at twice the speed.
Speaking to SBC Leaders, Rootz Chief Marketing Officer Melanie Hainzer tells us a bit more about the new brand on the block before giving us a peek at some of the company’s plans for the remainder of this year.
SBC: Firstly, congratulations on the launch of Spinz Casino! What can we expect from your newest brand?
MH: Thank you very much! We are super proud of our newest addition! Spinz builds on the successes of its sister sites, Wildz, Caxino and Wheelz, while incorporating a unique industry proposition. We are going all-in on entertainment with a 365 day streaming schedule.
Viewers will be engaged in a manner of ways, including daily Double Speed activation via “Game of the Day” - thrusting players closer to Free Spin or Bonus awards.
SBC: What influences has Spinz Casino taken from its three sister sites, Wildz, Caxino and Wheelz?
MH: We kept a few favourites like Double Speed, the 99% Progress THE BIGGEST THING THAT SEPARATES US FROM EVEN “STREAMING-CASINOS” IS THAT WE AIM TO BRING CASINO AND ENTERTAINMENT TOGETHER
Bar and Cashback but spiced them up a little. We turned being awarded into a live game show experience, creating such streaming events as Game of the Day and Multiplier Bonuses.
SBC: How will Spinz Casino differentiate itself from both its sister sites as well as the wider casino market?
MH: The biggest thing that separates us from even “streaming-casinos” is that we aim to bring casino and entertainment together. Most of those casinos only stream a few hours per day. We aim to be live 24/7, allowing us to cater for all timezones. We also have a streaming platform that allows for mirroring on multiple third party sites, like Twitch.
SBC: Streaming has become an increasingly popular form of entertainment for slot players. In your opinion, what makes for a highquality streamer that operators are happy to partner with?
MH: It might sound simple, but I do think all you need is to be genuine,
transparent with your viewers and love what you do. Those in it for the money rarely last long. If you can play responsibly, still have fun and do it all on camera, you’ll have what it takes.
SBC: What role will streaming play in bringing online casinos to new demographics of bettors?
MH: I do think that streaming – especially as a new vertical on our platform – will be highly appreciated. Not just by experienced players but also those new to online casino games. Regular players understand how important it is to have the most up-todate knowledge of the casino game they’re playing.
New online slot titles enter the arena on a daily basis. Streamers on platforms like Twitch or YouTube are usually among the first to check out these new casino games. Their followers can learn from watching them play before they can start risking their money. Now they don’t need to leave the game, they can watch streamers while they play.
Our streamers also provide in-depth slots reviews, especially for new titles, as well as information on features like bonus triggers or promotions currently running. This information can help
WHO KNOWS, WE MAY ALREADY BE WORKING ON ADDING YET ANOTHER MEMBER TO OUR FAMILY… SPINZ WAS JUST THE BEGINNING OF WHAT WILL BE A YEAR OF BIG SURPRISES
viewers choose the perfect online slots to play.
SBC: Can we expect more regulation in the streaming sector? If so, how might this change the way operators work with streamers?
MH: It already started last year when Twitch introduced anti-gambling measures, restricting the promotion of online casino entertainment. Prior to this, Twitch had prohibited the sharing of links and/or referral codes to sites that offer slots, roulette or dice games.
Although the intentions were good, I don’t think it had a positive effect. I do hope the future brings a better understanding of streaming, and better regulations to follow.
SBC: You mentioned Game of the Day. Can you tell us a bit more about this? How will this help drive player engagement?
MH: For a one-hour window each day you can get Double Speed on a chosen slot. Double Speed will move your Progress Bar at - you guessed it - double the regular speed, resulting in faster level ups and free spins on your favourite games.
SBC: As more regulated gaming markets begin to open up, are there any particular jurisdictions which look appealing for further expansion?
MH: Definitely! We’ve applied for three licences - Germany, Ontario and the Netherlands - and expect approval this year. We will be applying for more licences this year but we’re keeping those territories close to our chest… for now.
SBC: And one last question. What can we expect from the wider Rootz community in 2022?
MH: Spinz was just the beginning of what will be a year of big surprises. While we work hard on perfecting our current brands - boosting current features and adding new ones - we also look to expand to many more markets. Who knows, we may already be working on adding yet another member to our family. •
Lahcene Merzoug, CEO at PressEnter Phil Lamb, Global Head of Gaming at Betsson
CREATURES OF HABIT, OR AN INSATIABLE THIRST FOR MORE: DOES IGAMING NEED MORE INNOVATION?
IN A ROUNDTABLE
DISCUSSION, we question whether the igaming industry has become accustomed to a certain way of thinking or if there is more room for exciting technology developments
BY JAMES ROSS
We hear this word echoed around the industry, through every podcast, every conference agenda, and every video interview… INNOVATION.
It’s a saying which some would call a ‘buzzword’, and one which could be accused of being overused within the igaming sector. However, like the coining of football players ‘World Class’ who, let's be frank, are nowhere near, these words and standards continue to raise the bar and move the industry forward - whether it is obvious to the naked eye or not.
On what can count as innovation,
Lahcene Merzoug, CEO at PressEnter,
believes that the industry often considers innovation to be a breakthrough mechanic, feature or
perhaps an entirely new gamification model or bonusing system. However, he argued that innovation is “often the result of progressive iteration” and, in that regard, stresses that “there is plenty of room to keep pushing the boundaries”.
Pinpointing payments, deposit and withdrawal flows, and KYC as an area of interest, Merzoug noted: “These are not necessarily headlinegrabbing updates, but ultimately, they are what leads to the superior player experience we have built our reputation on.”
Looking at where igaming stacks up compared to other entertainment options such as ecommerce and mobile gaming, and the user experiences provided to players, Merzoug stated that the sector is “still a long way behind the curve with plenty of catching up to do”.
On the application of innovative gamification features within igaming titles, Phil Lamb, Global Head of Gaming at Betsson, stated it has become “more and more challenging” for operators, adding that innovation “can bring with it some inherent risk” due to regulation.
By way of example, he explained: “Operators could invest a lot of development resources and time creating amazing gamification journeys, and then overnight some new regulation comes in and suddenly a lot of the features that have been created are no longer compliant or able to operate under these new regulatory conditions. This can be a massive hindrance and risk from a commercial perspective.”
This was also a point echoed by Merzoug who stated innovation has been hampered by the rapid roll-out of regulations in markets around the world and the need for operators to quickly become compliant to either enter or remain active within said jurisdiction.
Lamb emphasised that whilst it is good to try and “constantly stay ahead of the curve”, there also needs to be a balance that considers and respects local regulatory compliance requirements that still leads to higher user engagement and, what he importantly expressed, in a responsible way.
Wizard Games’ Managing Director,
Joey Hurtado, claimed that innovation “has to serve a purpose and improve the player experience”.
He added: “Innovation for innovation’s sake is often counterproductive, and it’s important
David Mann, Chief Commercial Office at Swintt
to understand what the players want and what they are doing.”
However, Hurtado expressed that gamifying the player experience, in his belief, is something the industry is “behind on”.
“There have been attempts from operators, studios and dedicated third parties to improve this but adoption hasn’t been great,” he claimed. “There is still a lot of scope to improve here and we can expect to see some interesting innovations in the near future.
“It can be said that humans are ‘creatures of comfort’, personally I love nothing more than embracing my beloved routine, and routine is what players also love. There’s comfort in knowing what you enjoy compared to engaging with the unknown.”
When quizzed on whether comfort has resulted in the igaming sector being ‘stuck in a rut’ within innovation,
David Mann, Chief Commercial Office
at Swintt, pinpointed the phrase ‘if it ain’t broke, don’t fix it’.
He commented: “The fundamentals
of an online slot game can only be taken so far and even though a small number of studios are trying to re-invent the reel (literally, in some instances) they really don’t know if these concepts will achieve the success they are hoping for.
“You just have to look back at over
the last few years and how 3D slots and VR casinos were lauded as the next big thing but didn’t really gain traction with players.
“Right now, there is a lot of talk about the metaverse and how it could revolutionise the gaming and gambling sectors. It could do; but I think for now the most progress will be made by rolling out incremental improvements to slot games as we know them.”
One person who is completely opposed to the notion of the sector being stuck in a rut is Fredrik
Johansson, Founder of Fantasma
Games, who highlighted that it is “quite opposite”.
“This industry is still very much in its infancy and studios are only just getting started with the mechanics, features and experiences they can and ultimately will offer to players. That being said, it could be argued that playing online casino - and in particular slots - is a solitary pastime. I believe that players are seeking more social experiences and that is something studios and operators are going to have to offer.
“This is why streaming has become so big in such a short space of time. It allows players to enjoy the thrill of online casino and slots but in a highly interactive and social environment. As such, the next generation of technologies and games will be about delivering social interaction within the game itself.”
Looking into gamification and the technology currently available to operators and suppliers, the question could be asked if the sector has ‘hit the ceiling’ when it comes to innovation with the equipment at hand.
Simon Hammon, CPO at Relax
Gaming, stressed that to create true gamification, people “need a key set of data” from the game.
“If this doesn’t apply, or is not received from most of the suppliers,
Simon Hammon, CPO at Relax Gaming
Fredrik Johansson, Founder of Fantasma Games
then ultimately it won’t work as well. Relax Apex was a move to create some degree of uniformity and harmony across a wide range of suppliers and was intended to reduce the levels of fragmentation in the industry - this too can apply to gamification – and there’s plenty of
Rory Kimber, Account Management and Marketing Director at 1X2 Network Shalva Bukia, Product Director at Spribe
scope for this area to develop.” Adding to that point, Rory Kimber,
Account Management and Marketing
Director at 1X2 Network, commented that “live data is a predominant force in driving innovation”.
He added: “Currently technology in this regard is more than enough to bring lots of new products, it's just about how suppliers and operators incorporate this data into their technology stack.
“That's no easy task, and not something that pays out until it's fully integrated, understood, and has products built with its aid. This obviously is daunting, it requires someone to take the plunge headfirst, but the opportunity, and the rewards, is there.”
Moreover, Shalva Bukia, Product Director at Spribe, emphasised that igaming is not a closed system and that it is part of the global market and community. He explained: “As technology advances, igaming will follow. New technologies and players themselves will dictate new innovations in the sector. AR/ VR, Blockchain, NFTs, these are innovations that are now at the beginning of the curve.
“Maybe they will not be the same in 10 years, but I believe something big will follow and there will be room for igaming.”
Looking into how different sectors within the igaming vertical can innovate within the near future, Merzoug believes the industry will see a lot of improvement within payment and KYC, both in terms of solutions available to operators and the player experience this will allow them to provide.
He predicted that sports betting will see several breakthrough innovations and products in the run-up to some of the major events taking place this year.
Lamb, whilst pointing to the metaverse and crypto for innovation, highlighted Entain’s strategy of investing £100m in its Ennovate hub. He believes that this will allow the company to “be at the cutting edge of new technologies and experiences”.
Hurtado stated that as more markets regulate and requirements come into place, the sector will see a more “concerted push to maximise the player journey and deliver the highest value proposition to end users”.
Poker and bingo was a cause for concern from Hammon as he cast his eyes forward, stressing that heavy liquidity issues with regulated market conditions will impact how it can innovate.
However, Relax’s CPO stated growth areas, such as sports and casino, can experience active movement in the near future.
He concluded: “New game types, new mechanics, new overlay features, new promotional campaigns, fresh jackpot features and upgraded retention initiatives are all innovative areas that can reinvent the business, and with it – plenty of chances for engagement, acquisition and retention for operators.” •
DURING A RECENT BEYOND THE REELS INTERVIEW with SlotBeats, the Relax Gaming Chief Product Officer discussed the company's CasinoBeats Game Developer Award-winning title, Money Train 2
BY MOLLIE CHAPMAN
Money Train 2 was probably the biggest game release in the industry,” according to Simon Hammon, Chief Product Officer at Relax Gaming, who featured on SlotBeat’s Beyond the Reels series, which highlights the designs, mechanics and thought process behind slot titles.
Launched in 2020, the sequel to the developer’s original 2019 Money Train title ‘smashed records’ in its first week of release while also taking CasinoBeat’s Slot of the Year 2021 award at last year’s CasinoBeats Game Developer Awards.
The five-reel, 40-payline video slot sees four main characters leave the Wild West behind and journey to a steam-punk inspired, post-apocalyptic world.
Pinpointing the slot’s features as one of the key things that made it so appealing, he explained: “The fact that those features can pop up in all different scenarios and combinations really keeps the player experience quite unique.
“It’s all about the free spin feature within Money Train 2 and I think that’s what players have really latched onto.
“We have quite a few special
features and that’s what the key DNA of Money Train 2 is. The main thing it’s doing is creating a companded win experience, so you can start off a little bit slowly and then all of a sudden a feature comes in and you can really escalate the wins.”
Revealing what it meant to the company to be awarded the 2021 CasinoBeats Slot of the Year award, Hammon said: “We’re really proud of that award and it means a lot. I think, especially in 2021, Money Train 2 was probably the biggest game release in the industry.”
Revealing his thoughts as to why the title saw such success, Hammon highlighted that “it’s never one factor”, adding: “I think the theme attracted a lot of players, but ultimately I think it was the combination of wins that you could get, and actually the fact that the game does pay out crazy amounts of wins.”
He continued to reveal that the company had its first winner of x50,000 the bet in under the first three hours of the title going live, with a total of 651 x50,000 winners, 7,444 x10,000 winners and over 275,000 x1,000 winners since its launch.
“That shows that the game pays out frequently and you can get some really big winning opportunities from Money Train 2. I think that attracted not only the casual player base but also the VIP player base looking for big win potential,” he added.
Speaking on the several adaptations
made to the game since its original launch and why Relax decided to continue to the franchise, Hammon noted that, while the original Money Train was “very well received”, when developing the game, the team had many more features that they wanted to put in.
THERE WERE ACTUALLY SO MANY IDEAS THAT WE THOUGHT WE COULD ITERATE ON THAT MECHANIC WE CREATED SOMETHING CALLED BONUS REELS WHICH IS TOTALLY UNIQUE AND INNOVATIVE IN THE BUSINESS
“There were actually so many ideas that we thought we could iterate on that mechanic, and that’s where Money Train 2 came through,” he explained.
“Since then, we’ve also looked at the game and gone ‘okay, with the regulator landscape that we have, it’s quite a feature-buy-heavy game and people want to fast track to the free spin feature’ - so we created something called Bonus Reels which is totally unique and innovative in the business.
“The game flow allows so much iteration essentially, and that’s why we are looking at expanding the franchise even further to be honest.”
Highlighting the impact the addition of the Bonus Reels mechanic has had, Hammon explained that “it’s opened up the money train mechanic to a market where it wants to fast-track to the action but doesn’t have a buy feature available to do that and bypass that.”
Moving onto his thoughts on the impact sequel titles might have on player retention and acquisition and whether they affect the popularity of original titles, he noted: “In some cases I would say it can, more often than not, negatively affect the original title, especially if the follow-up isn’t strong.
“Money Train 2 is actually one that did completely the opposite. It helped the original game and it didn’t cannibalise on the original traffic because the sequel was so good.
“Once you have something really great it’s difficult to create an even better variant and I think Money Train 2 was one of those examples where, if you’re going to do a sequel, you’re going to do it well and put the love in and create something different rather than just trying to use the IP for some leverage.”
“I would say it’s tough to make a good sequel that is going to captivate a new audience and actually grow above and beyond.”
He continued: “I think what you need to do is ensure that the sequel has some familiarity, but what you need to do is ensure that you really try and differentiate the second or third offering with new features, new functionality, new win potential, new flow, etc. so that it’s different enough
that players find it interesting. You’ve really got to invest time to make that sequel strong.”
Looking forward to the CasinoBeats
Summit 2022, Hammon noted: “Obviously it’s always nice to be recognised for great game design and great product development and we hope that the players and community appreciate what Relax is doing on that front. We try to produce high-quality stuff ultimately.”
Concluding on what players can look forward to seeing from Relax Gaming for the rest of the year, Hammon revealed that the company has got “a lot cooking”, adding: “I think that one of the main undertones from Relax is that we want players to look forward to the productions Relax is coming out with.
“That’s why we don’t do skins, we always invest in unique mechanics, volatility and interesting designs so none of our games typically look the same or have the same flow.
“This year we’ve got some pretty exciting stuff coming. If we’re talking about Money Train 2 - and I’ve alluded to the fact that we have so many great ideas and so many different extensions - then maybe there might be another one coming this year… who knows?” •
VLADIMIR MALAKCHI: STAR GUARDIANS IS TAKING PLAYER ENGAGEMENT TO NEW HEIGHTS
EVOPLAY’S CHIEF COMMERCIAL OFFICER
explains why he believes that the decision to create a third-person shooter mode - alongside the addition of new gamification features - has helped elevate player satisfaction and create new experiences
BY ERIN GALLAGHER
Lauded as the biggest budget game in Evoplay's portfolio, Star Guardians takes players to the year 2777 with a thirdperson shooter mode. During the game, they will emerge in the fifth year of an interplanetary war where, in order to intervene and win, they will take full control of a character and their actions.
SBC: Star Guardians has been a big hit for Evoplay. How has the title been received by your partners so far?
VM: So initially, we didn’t make the game available to all of our partners, only some of our larger partners. For us, the game deviates away from our usual approach and we’ve already closed several deals to roll out the title to more customers.
We’re still receiving a lot of great feedback and high interest in different markets right now, especially as we start to expand into more markets. For example, we’re entering Italy, Malta and we’re also continuing to expand across Bulgaria and Romania. Our
partners in these markets are already asking about Star Guardians; this has given us some interesting feedback on how we can best improve the content for our players in these markets.
I am really happy with the results and how it has been received by players. As a team, we were quite nervous about how this will be received - you can never quite know just how people will respond to new games. To truly find out what people thought about the product, we had to test the product - and to do that, we had to launch Star Guardians with our partners.
We can see that the game is working, that players are happy, and so I hope it will continue to be successful in the future.
SBC: And as time passes, how do you plan to keep players engaged with Star Guardians?
VM: I don’t think we have reached the full potential of the game just yet - we’re just getting started. Our campaign launch was simply showing our partners just what we can do and making different parties aware of what we can do.
But as I mentioned, we’re continuing to expand into new markets, many of which haven’t seen this game before. We have mostly been focusing on markets where we are already live - so as we expand further we will be placing more emphasis on our new marketing campaigns connected to Star Guardians.
We believe that new players will be able to receive much more information about the game, and more partners will want to add Star Guardians to their offering. We’re looking to generate more market exposure around the title. I think that in the next few years, Star Guardians will generate a lot more interest.
SBC: How does the highly personalised nature of the game help drive player retention?
VM: Let’s say you work in a job for several years. Every day, you go into the office and you complete the same tasks - and that’s great. But there will come a time when you want to do something different, to see what else you can do.
That’s what we’re doing at Evoplay; we’re trying to find something new, something better. We want to create more exciting experiences for our players. The main idea behind the personalisation elements in Star Guardians is that we believe it elevates the overall player experience - it adds a degree of interaction which will keep players coming back. In the future, we plan to expand the customisation features even further and to take that player experience to new heights.
SBC: In your opinion, what influences can slots take from video games to create a more elevated player experience?
VM: Players have always devoted a lot of attention to video games. The idea of playing games is a core
part of our human nature.
In my personal opinion, the game development industry is considerably more advanced than the gambling industry. Gambling is quite old school - it is still a fun and interesting industry, but technology is moving forward. We’re seeing new innovations such as artificial intelligence, new gameplay mechanics and much more testing on games.
The gambling industry could take some notes from the evolution of the game development sector and draw upon that knowledge. This will enable companies to improve, adapt and meet the changing demands of players.
SBC: We’re a few months into 2022 now. What can we expect from Evoplay in 2022?
VM: As I mentioned, you can always expect great content from Evoplay. We will continue to grow and expand our business with new partners and enter new markets. I’m not going to spill too many secrets, but those that are working with us already will see lots of new and exciting titles. We also have a few other plans in the pipeline, but they’re under wraps for now!
We’re also beginning the development of our next flagship product. This will take us approximately two years to prepare, so we’re currently preparing the initial concepts of the game.
To sum up, you can expect lots of expansion, plenty of new partners, licences, certifications, titles and content. We’ll focus on the development of the gamification of our slot games and instant games.
In Q3, we’ll begin the second iteration of our gamification features. So there will be plenty of surprises to come for the industry from here on out! •
NICOLA LONGMUIR: SCALING UP AVATARUX’S AMBITIOUS GROWTH PLANS
REFLECTING ON THE THREE YEARS since the company made its debut, the AvatarUX CEO gives us a sneak peak into what we can expect from the gaming software provider as it ramps up its plans for global expansion
For any start-up company, there comes a point when the focus must shift to ‘scalingup’ in an effort to take the business to the next level. In the three years since its launch, AvatarUX has had great success, mainly driven by the PopWins mechanic which has been a hit with players across the globe.
Having introduced ten PopWins titles
to our portfolio since inception in 2019, we are now significantly increasing the rate at which we release games to ensure we maintain our momentum and stay relevant in an ultracompetitive industry.
This year alone, we will bring at least 10 new games to market with the
aim to further increase the number in 2023. This acceleration will require further organisational flexibility and we have already reviewed and adapted our internal process with the aim to become more efficient.
We are able to scale up quickly and speed up our development processes without compromising on the quality of our products that operators and players have come to appreciate. We will also implement further strategic growth plans to make sure we reach new players in both existing and new markets.
We have quickly established our brand and cemented our identity as a true innovator and disruptor, something we are extremely proud of in a sector where these terms are often used as buzzwords.
We are now at a stage where we need to continue to be at the forefront of innovation and not rest on our laurels.
With a winning concept such as PopWins we have already set the bar high, but we are now looking to evolve this product further, so we are focusing on various iterations of the core mechanics by adding on other interesting gameplay options.
In its simplest terms, the original PopWins mechanic sees every winning combination on a reel ‘Pop’ to create two new icons – creating the potential for another win. The PopWins sequence can create multiple wins, since the feature continues to roll, if the Pops keep creating new wins. This ensures that both the spin sequence and reel potential is instantly enhanced.
Player satisfaction from PopWins is further boosted by our slots being designed with impressive average hit rates in the base game – meaning the feature is frequently triggered with standard luck during a slot session.
By analysing data and listening to player feedback, we can ensure we further evolve our offering. A recent example of this is our latest releases, Monkeypop, which was enriched
WE HAVE ALREADY SET THE BAR HIGH, BUT WE ARE NOW LOOKING TO EVOLVE THIS PRODUCT FURTHER WE ARE NOW AT A STAGE WHERE WE NEED TO CONTINUE TO BE AT THE FOREFRONT OF INNOVATION
with fantastic new features; Scatter Collection, High Pay Upgrade and Prebonus Rewards as well as low symbols removal.
This success has made us more certain than ever that this is the approach we will continue to take going forward - PopWins being the focal point of our titles but boosted by thrilling elements to keep players at the edge of their seats.
Later we will introduce other iterations to our proprietary mechanics to further enhance the player experience. Multipop is the first one we are planning to bring to market this year.
Nominally similar to the PopWins mechanic, winning symbols in any combination will be replaced by one symbol, rather than two, but this fresh icon will have a multiplier attached. This can happen again and again, as long as wins are possible, so a mammoth multiplier can occur for gigantic wins.
But why stop there? Although we have so far been a pure slot provider, we are now broadening our horizons to also provide industry-first player engagement tools. Being able to offer our operator partners additional value is becoming increasingly more important as the next generation of players is demanding more than just a solitude slots experience.
Having focused on key distribution partners as we first set off, we are now in a position to extend our direct integration roadmap to further broaden our revenue streams. We have already amassed a great following with content now live across hundreds of brands, but we want to reach new audiences and territories and we see the US and North America as key markets for our games as regulation continues to progress across the pond.
As a result of our intentions to grow, not just our games portfolio but the wider product offering, as well as our distribution network, we will continue to expand with experienced and dedicated professionals that will help us add value and take the company to new heights.
Our goal is to continue to create entertaining products and experiences players want and look for, and I strongly believe that keeping the players’ interests in mind is what makes us stand out.
With an exciting roadmap for 2022 and more to come in 2023, we are truly excited to further establish ourselves in the igaming sector and to move from being a start-up company that few have heard about to becoming more of a mainstream name whose content players immediately recognise and love. •
