Tapping into the next generation of players is a consistent topic of conversation that will have been heard across many expo show floors throughout 2023. However, as fresh developments and tech innovation continue to accelerate across the globe, the challenges with attraction and retaining users soars to new heights.
Katya Machuganova, Product Owner at Silverback Gaming, Alex Ratcliffe, CPO at 1X2 Network, Jorgen Nordlund, Co-Founder of Glitnor Group, Troy Paul, CEO and Founder of SGG and Giorgi Tsutskiridze, Spribe CCO, continue a CasinoBeats Gen Z deep-dive.
CasinoBeats: A ‘one size fits all’ approach is not likely to work with a Gen Z audience that prides itself on a diverse range of tastes; how can operators/studios ensure they are engaging with different Gen Z players while maintaining authenticity and not losing their own brand identity?
Katya Machuganova: This comes down to tailoring experiences and embracing the diversity of Generation Z and the different preferences that exist within this audience. Operators and studios need to do this while also remaining true to their brand identity and values – this is an audience that understands authenticity and knows when a brand is not being honest.
Offering diverse in-game customisation options that resonate with different preferences or creating tailored content on different platforms to maintain authenticity across the board are just two ways of doing this.
Alex Ratcliffe: To engage the diverse preferences of Gen Z, operators and studios need to embrace a multi-faceted approach. This involves creating a range of content and experiences that cater to different interests within this demographic. It’s about striking a balance between diversifying offerings and maintaining a strong, cohesive brand identity.
Personalisation plays a crucial role here – using data to understand the preferences of different segments within Gen Z and tailoring experiences accordingly. However, it’s crucial to maintain authenticity and not lose sight of the core brand values while trying to cater to diverse tastes.
Studios need to have more than one weapon in their arsenal to keep Gen Z audiences engaged. They will need to be flexible and create a range of content and experiences that cater to the different needs and interests of the demographic. This is not as easy as it sounds, though. While doing this, they will also need to find a way to maintain their own sense of brand identity.
One of the answers lies in personalisation. Operators have access to more data than ever before, and with the emergence of new technologies, they can offer a more personalised experience than ever before.
Jorgen Nordlund: From a B2C perspective, at both our Lucky and HappyCasino brands we definitely try to have as many top-tier game providers as possible to cater for the diverse tastes of the Gen Z demographic – and this also helps us attract players from many different audience segments as well.
As I mentioned before, Gen Z is primarily a mobile-focused demographic, so we’ve built both platforms with a mobile-first approach. On the Swintt side of things, we’re already pretty well set-up to offer a diverse range of content that accommodates many different tastes and playing preferences.
Not only do we have the strong SwinttPremium and SwinttGames catalogues that I’ve already touched on, but we’ve also been working hard to improve our SwinttStudios line-up. With this exciting initiative enabling boutique studios to develop and distribute their games within Swintt’s existing infrastructure, we’re able to stream a number of unique titles that will hopefully attract players from many different demographics.
Troy Paul: This is where micro-influencers become an excellent marketing tool. Sports fans will choose their influencers based on their interests, communities, and trust. Working with micro-influencers can be an excellent way for a brand to market itself to Gen Z players.
The diverse range of micro-influencers also ensures that operators can reach a wide audience while also maintaining their own brand identity.
It’s important to understand that sports fans choose their influencers and not the other way around. As such, this sense of trust and faith in their products is already established.
Giorgi Tsutskiridze: Operators need to be flexible not only when it comes to the content they stock in their lobbies, but also how they market and promote those games to players. With Aviator, we offer a range of different promotion methods. This includes Free Bets, which operators can use to entice players to try Aviator for the first time, as well as Rain Promo.
This sees Free Bets shared into the chat – players can then claim them for themselves or make them “Rain” into the chat function where other players can claim them too. This helps to provide a diverse gaming experience for the player while allowing the operator to engage them in a way that’s authentic and adds value to their play.
CB: Gen Z are digital natives, and they are quick to tape up new trends and technology. How can operators effectively retain customers that are always looking for the next big thing?
AR: Gen Z is always on the lookout for the next big thing, so if operators want to keep their attention, they need to be dynamic and innovative. They will not be able to get complacent with Gen Z audiences and offer them the same old bonuses and gameplay over and over.
Operators will need to keep their portfolios regularly updated, while developers must find ways to offer new and fresh experiences. New technologies are emerging all of the time, and they will need to harness these to offer something fresh and exciting.
Another key element for retention is going to be engagement. Building communities, providing more immersive gameplay experiences, and leveraging the power of social media is going to be essential. It’s about creating a brand experience that is not just transactional but also relational and continuously evolving.
JN: It definitely helps to keep an eye on the latest trends – and in order to do this effectively, I think it’s also important to have a diverse staff that’s capable of assessing things from several different perspectives.
When you have different backgrounds, beliefs and experiences within your workforce, it’s much easier to brainstorm your approach and identify the platforms that are likely to be effective for each audience segment. In terms of finding “next big thing”, I think it really comes down to a process of trial and error.
From a game developer perspective, we’re always trying to come up with new themes and features until we find one that really resonates with players. On the operator side, getting closer to your audience and finding ways to build meaningful relationships with them is vital, as is looking into any innovative new marketing strategies that can work within existing regulations.
TP: Gen Z eyeballs are locked on social media, and operators should be looking there as a way to reach them. Yes, social media trends can change quickly, and operators and marketers need to be able to adapt to this, but if you are not focusing on social media, then you are already way behind the curve.
GT: Staying ahead – that’s our mantra at SPRIBE as this is the only way to stay on top of trends and ensure our games not only meet but exceed player expectations. That’s why we look to create evolving player experiences rather than just games. We keep our finger on the pulse and use this insight to bring new features into our titles including Aviator.
In fact, Aviator is one of our most developed games – we are always tweaking the design, gameplay, features and so on to keep hitting the mark with ever-changing player expectations.
Aviator was the next big thing when it launched back in 2018, but by taking this approach we have ensured that it still delivers fresh experiences to players today, and that’s why the number of active players engaged with the game continues to increase month on month.
KM: To ensure that Gen Z players keep coming back for more, operators must be agile and adopt new technologies and trends. Being at the cutting edge is crucial to meeting and exceeding the expectations of this savvy, demanding audience. This could include incorporating augmented reality or virtual reality into the casino experience and games. This proactive approach aligns with the need to connect with Gen Zers now ahead of them becoming the most important player audience in years to come. This is already happening in the sports betting space, with watch-and-bet.
These are live sports events with the option to bet in real-time on different aspects of the game. Key features include live streaming through online platforms, low latency video delivery and in-play/micro betting options.
The interactive interface facilitates easy navigation and fast bet placement, and this is complemented by real-time odds and stats that help inform betting decisions. This leads to an immersive and engaging environment for sports bettors through seamlessly integrating live sports content with interactive betting options.
It represents an evolution in the sports betting space and is hugely relevant to Gen Z – we just need a similar product and experience to hit the online casino sector to deliver ‘“’the next big thing’”’ while also helping operators to retain customers.
