Evolving player preferences, the impact of AI and balancing quality with quantity are just a few of the integral slot topics set to be put under the spotlight in Lisbon at SBC Summit.
Ahead of the event, Myke Foster, Group Head of Gaming and Commercial Strategy at Fortuna Entertainment Group, provides a sneak peek into what could be discussed at the event, delving into social media’s impact on player preferences and how companies are aiming to completely immerse players in the casino experience.
How do you think player preferences towards online casino gaming have evolved in recent years?
Primarily, I think players are more willing to explore our offering now than ever before. The sheer variety in terms of products, suppliers and content on offer has driven this in part – but the incredible uptick in visibility of casino content which has come from the dawn of TikTok & other social media channels has also.
People are now able to enjoy slots and casino content without needing to play themselves, the modern day equivalent of peering over the shoulder of a high roller at the blackjack table, all from the comfort of your own phone. I’m happy to see that, coupled with this increased interest and exploration of our content, we’re also seeing a consistent theme of more sustainable, recreational players entering the space.
Slots, live casino and game shows. These are now undeniably in the mainstream as a form of entertainment, much the same as computer games or movies, and people genuinely enjoying our content – rather than seeing it solely as a way to profit – can only be good for the industry globally.
Do you think these preferences will remain in place for a while or could players in three to five years time be looking for something completely different?
I think we’d be foolish not to look at some industries which have traditionally moved faster, or innovated more effectively than us, in order to take a steer on what may well come next. The concept of loot boxes, and similar mechanics, would have been laughable 15 years ago, and yet here we are. Almost every mainstream Playstation or Xbox title carries an element of ‘chance’ within its core gameplay.
A similar challenge may have come from the concept of DLCs. Buying a game, or a movie, and only receiving a percentage of the finished product. But, these things are commonplace for global audiences now.
I think the entertainment industry as a whole has done well to test the water when it comes to innovation – 3DTV’s, VR, AR, Haptics etc. have all had varying levels of success – but it’s a testament to the strength of the industry as a whole, and the appetite of the customer, that these innovations keep coming.
People will always look for the next big thing, but as the fashion and movie industries have taught us, the new ‘next’ thing is usually a very slight variation on an old ‘next’ thing from your parents’ era. Who knows what that might look like for the casino industry.
What technologies do you think could impact the slot gaming industry in the coming years?
Processor power in handheld devices, and 5G/Wifi have for me, been the most impactful technological developments for our industry. Combined, they have allowed us to take a product which only exists either in-person, or in a fixed position in licensed premises, and potentially place it into the pocket of every adult around the world, whenever and wherever they see fit. Being able to offer a consistent experience for both customers in a physical casino, and one sat on their sofa, is an incredible thing.
I’d hope and expect this trajectory to continue, but I do hope that the industry as a whole looks to keep pushing on doors that have closed on us in the past in order to find the next breakthrough. I don’t believe that it’s necessary to use experiences such as VR to immerse customers, but there is absolutely more we can do to create a more immersive experience within our apps and sites, and we’re constantly engaging our product teams, customers and suppliers to help find out what that might be.
What are some interesting, recent techniques that you have seen studios use to engage audiences with slot gameplay?
Some of the most successful techniques I’ve encountered recently have actually been between suppliers and operators. The fact is that regardless of how good a game is, its success is governed by the level of visibility and support it receives from the operational, or marketing team who are bringing it over the line to an audience.
We’ve had great results recently with some surprising titles, purely because of the way in which suppliers and account managers have introduced a product, and its customer benefits, features and assets, to some of the teams who are ultimately crafting lobby positioning, graphics and customer-facing communications.
“qualitative engagement with your customers and products will always have value”
Myke Foster, Group Head of Gaming and Commercial Strategy at Fortuna Entertainment Group
If a sales team believes in a piece of content, they will sell it in a more authentic way, to the right audience, at the right time, and a discerning customer can tell the difference. Marketing teams need to know in detail how a game works, why it resonates with an audience and how customers react to it consistently translates to a more effective launch. We work hard with key suppliers to ensure this happens as often as possible, tailoring product releases to certain times of the week, month or year, placing them in the right lobby positions, in order to get the most value out of them. More studios are following suit in being open to such collaborations.
As we continue to welcome a younger generation of players, what sort of design techniques are studios using to appeal to these new players?
We’re at an important point in the development of our customer base, whereby for the first time, in many global markets, we are catering a product to customers who haven’t grown up seeing a one-armed-bandit in the corner of their local bar or shop. These customers are coming to us from new channels – be that social media, sponsored events, digital markets or our new, modern-look retail estate. This means that we’re currently building a product for at least two distinct customer cohorts, and it presents us with a significant challenge. It’s for this reason that I think we’ll hear and see more when it comes to customisation, personalisation and segmentation from suppliers and operators globally.
Can we bake variations in creatives, customer journeys and in-product experiences which then tailor the same product to different audiences? An example of this being done incredibly well is Netflix. Different customers have a fundamentally different experience of the same product, whether that comes down to recommendations, visual assets used or communications sent when new titles are released. I know many large operators are distilling this mentality down into product development, and we’ll see more and more of it in the near future.
How can operators find the right balance between appealing to new players and catering to older audiences when it comes to offering slots?
I think the simplest answer is to create a product which is either dynamic enough, or smart enough, to cater to these different audiences, without needing significant human intervention from the operator’s side.
Every gaming company is exploring some element of machine learning, or AI – be that in recommendation engines, content management, or any number of other areas. There are now so many ways in which to segment and approach an audience, and we should be developing tools that help make the product experience feel as personal and tailored as possible for every customer.
However, it would be wrong to underplay the human element. When it comes to designing new games, crafting campaigns or assessing quality, local expertise remains invaluable. There are intangibles in every customer base and every market, which means that qualitative engagement with your customers and products will always have value.