Innovation. The most overused phrase in the industry? For some, it may be a casually used buzzword but for others, it’s the very DNA of their brand. But how do we actually ensure we’re innovating?
In our latest CasinoBeats roundtable, Ivan Kravchuk, CEO of Evoplay, and Daniel Heywood, CEO of NuxGame, delve into a very familiar comparisons with a popular streaming service, potential creative inspirations from other sectors, innovation versus enhancements and much more.
CasinoBeats: Many comparisons have been made to Netflix in igaming – is this still aspirational or has any brand actually managed to replicate the streaming giant’s secret sauce?
Ivan Kravchuk: With only 26 per cent of the global population currently engaged in gambling, replicating Netflix’s immersive experience by any igaming brand remains challenging. Despite anticipated growth, it significantly lacks the universal appeal of streaming.
However, approached with the right blend of captivating content, seamless user experience, and innovative features, igaming has the potential to evoke the same level of excitement as Netflix.
Gaming remains a quintessential form of entertainment, offering individuals a diverse option to unwind and make the most of their free time and with a unique storyline and challenging gameplay, it can mirror the excitement of watching a compelling series.
Bringing this to the world of igaming, our flagship game Adrenaline Rush combines gambling and video game elements to resonate with a new generation of players. Centred on street racing, it substitutes a passing viewing experience with an immersive and engaging alternative.
Daniel Heywood: While comparisons to Netflix are common in the igaming industry, to achieve that level of success, a unique approach is required.
At NuxGame, we believe in customising and localising our technical solutions to meet each client’s specific needs, much like Netflix personalised content for its viewers.
However, the ‘secret sauce’ isn’t just about replication, it’s about innovation and understanding the complex igaming ecosystem.
Our ultimate goal is to revolutionise the sector, setting new standards in supporting business growth and deploying cutting-edge technology. For us, it’s all about empowering content operators with tools and solutions that not only meet their current needs but also anticipate and adapt to their evolving demands.
CB: What other inspirations exist in wider business sectors that we can take lessons from? How do they apply to our business?
DH: At NuxGame, we draw inspiration from beyond the traditional igaming sector, particularly from the wider tech industry’s focus on user experience and AI-driven personalisation. Using the same principles, we’ve reshaped our aggregation platform to offer more than just games, instead offering a tailored and customer-centric service.
By leveraging advanced data analytics, we not only meet the immediate needs of our operators but also anticipate and adapt to their users’ preferences. This approach reflects our commitment to continuously elevating the igaming experience, ensuring our intuitive solutions position us to lead the charge in our sector.
IK: Taking inspiration from the expansive world of computer games, Evoplay looks to iconic titles such as Doo, Diablo FIFA and Need for Speed. Drawing upon these, we infuse our releases with a fresh vitality that is not commonly found in the igaming realm.
Our pioneering flagship titles, Dungeon: Immortal Evil and Star Guardians, along with the flagship Adrenaline Rush, not only cater to a diverse audience but also exemplify the successful integration of these gaming trends.
Given the dynamic landscape of the industry we stay sharp, looking to other sectors for insights. This has allowed us to explore novel ideas to implement in our diverse gaming portfolio, providing players with various innovative mechanics, engaging gamification, and immersive gameplay. Staying ahead of the curve demands a continuous pursuit of fresh concepts, which remains our foremost commitment at Evoplay.
CB: Have you actively developed a product or service that you consider truly innovative? What has the player/operator reaction been like?
IK: Undoubtedly, innovation is at the heart of every Evoplay game and our flagship line stands out as a shining case in point. The cutting-edge Spinential game engine is a prime example of this, blending beloved features to craft visually stunning 2D and 3D experiences.
Boasting multi-dimensional visual effects that elevate the overall gameplay, our games provide an exhilarating experience for igamers and video game fans alike.
The response from players and operators to our titles has underscored the importance of standing out in the highly competitive igaming industry. Evoplay’s commitment to pushing technological boundaries through fresh ideas has opened a world of new possibilities and primed us to be a pioneer of shaping the future of the igaming industry.
DH: At NuxGame, we are committed to harnessing the latest technologies that drive our industry forward and make igaming more accessible to as many players as possible, regardless of their preferred gaming style.
Our multi-balance feature has been a trailblazer in the crypto gaming space, providing a universal online wallet that fits every user’s payment needs. Our in-game currency converter has also been successful in breaking down barriers and letting players dive into their favourite games without a second thought about currency differences.
Over the past year, we have focused on developing our gamification tools to give us a competitive edge. Features such as PvP battles, live wins and leaderboards are all integrated into our platform, providing an immersive experience that truly entertains.
This has been a resounding success with our operator clients who have seen great value in the additional thrills they can now add to their platform, driving us to continue innovating within the space.
CB: What lessons have you learned from recent project/s designed to move forward? How much value is there in not reinventing the wheel every time?
DH: Following enhancements to our turnkey solution and the integration of cryptocurrencies in our gaming platforms, a key lesson has been the value of building on what already works. These developments have taught us that progress doesn’t always demand radical change.
Instead, it is better to smartly evolve existing offerings to better meet emerging market demands. This approach of not reinventing the wheel, but rather refining it, has proven invaluable. It allows us to continue offering reliable, high-quality services while incorporating innovative features that cater to the needs of the dynamic igaming industry.
IK: In Evoplay’s recent projects, particularly in Adrenaline Rush, the value of continuous improvement becomes evident. This involves creating cutting-edge games and integrating new technologies, mechanics, and gamification features to deliver an experience that truly feels fresh and enhances player enjoyment.
The key lesson learned is to embrace boldness, fearlessly experiment, introduce new technologies, and be daring enough to set new trends in the market. This approach resonates not only with players from adjacent fields but also introduces a new generation of igamers to our realm. For Evoplay, value lies in avoiding the need to reinvent the wheel while always remaining open to redefining the experience.
