Galaxsys Head of Marketing Hovhannes Khachatryan chats with CasinoBeats to discuss the marketing strategy for the launch of the supplier’s latest fast game, Ninja Crash, and how it is taking the popular title to Latin American markets.
Khachatryan also explains the importance of social media and partnering with streamers in marketing new games.
CasinoBeats: You recently attended ICE London 2024. How was the event for Galaxsys and what were the key takeaways from the event?
Hovhannes Khachatryan: We were delighted with this year’s participation at ICE London. It was a wonderful event as the show has been at ExCel for some years, with so many memories for all.
For Galaxsys, the key takeaways at the ICE London event are online casino operators desire engaging content, with great design and user experience especially for mobile game play. Fast and Crash games deliver those requirements and appeal across the board to casino players, looking for something slightly different.
CB: The big marketing theme for Galaxsys in London was to showcase the upgraded hit Ninja Crash. How was the upgrade received by clients, partners and delegates and what are the features that they were excited about?
HK: Our team planned for months, in terms of every little detail of the stand design to bring a fully immersive experience to life and to showcase our games portfolio.
The marketing theme for Galaxsys, at the ICE show, was our award-winning and star performing game Ninja Crash. To bring the game to life, we incorporated the game visuals into the stand layout, in order that guests were provided with a full 360-degree experience. We also brought key characters within the game, for example the ‘Ninja’ to entertain and engage visitors and guests, to reenact the game play, of slicing cakes.
Guests were also able to interact and play the game, through direct demonstration on large interactive screens, and were thrilled by how quick, slick, fast, the game experience was.
To complete the marketing theme and Ninja Crash experience, we incorporated a chilled zone, where guests could be offered an Ice Cream, to further enrich the experience, and to offer a cooling and calming effect during the busy ICE show. Everyone loves cake and ice-cream, of course!
Overall, our visitors rated the experience highly, and with our experienced sales and product teams, our sales pipeline is very strong.
CB: Ninja Crash is notably attracting attention from certain quarters in Latin American markets. What do you think is fueling this interest and how do your games appeal to LatAm audiences?
HK: Ninja Crash is a well-designed and engaging game. From a thematic or story perspective, food is a very relatable subject matter and emotive connection to players. Eating cake conjures lots of memories from childhood to adulthood and beyond, and therefore is much easier to understand, and enjoy the game play. Of course, LatAm audiences are culturally passionate about food, and food experiences, so that universal appeal has helped the games success in that region.
The interactive elements of swiping to cut the cake and enjoying the game in both portrait and landscape present further tactility in engaging with the game and of course multipliers further enrich the game experience, in terms of the ability to win.
It is surprising as most people think designing a simple game is easy, it is more difficult than you think. Overall, it is these combination of factors, design, game theme, experience and emotional connection and relevancy that help convince players to play a game.
We look forward to attending shows in Latin America to show and spread the continued popularity of the upgraded Ninja Crash Game experience.
CB: A key part of the Ninja Crash launch has been the utilisation of social media and organic online exposure through the use of gaming streamers. How important has it been for Galaxsys to gain this social media coverage.
HK: Social media serves as a vital platform for communicating information about our games and campaigns. A recent example is our campaign for the ICE. We ensured effective communication of our main tagline “Ninja Crash takes over London”, and the results were significant. Partners who saw our visuals prior to the event provided valuable feedback, indicating that they knew what to expect. In this industry, social media proves to be a powerful tool, enhancing our reach and impact.
CB: Looking ahead after a successful ICE London, what can readers expect to see from Galaxsys throughout the rest of 2024 – what does your roadmap look like?
HK: We have some great games coming soon as we expand our portfolio of over 30+ games, which are available in 30+ languages and 170+ currencies. During the upcoming months, we have such new releases as Dr. Shocker, Tower Rush, LottoBoom and Hot Gear, which has been created in partnership with Fashion TV Gaming Group, and seamlessly blends fashion and speed for an exhilarating scratch-card experience.
The games pipeline is full, and we continue to enrich in-house promotional tools, such as Leaderboard, Lighting Bonus and FreeBet & FreeAmounts to power-up our partner operators and expand our partner account management support.
