Many online casinos are in conflict over whether to build their portfolios with classic titles or new slot machines.
Newer slot machines can be complex and difficult to understand by customers. In an age when engagement is key, this can be the moment that makes or breaks operators’ ability to retain players.
The first panel of SBC’s Digital Innovation – Casino Day was held on April 17th, sponsored by Soft2Bet. This discussion focused on this topic as well as the debate of complexity vs simplicity in the slot landscape.
The panel was moderated by SlotBeats Danny Lee. It included Laura Petrauska as Head of Casino for Bet99, Steve Degiorgio as Director of Gaming Revenues at Enlabs, Matthew Curtiss, Head Responsible Gaming of L&L Europe, Mike Cini the Owner of ELA Games, and Hans Erland Ringsvold Head Gaming Operations of Norsk Tipping.
Simple vs Complex
Curtis said that when Lee asked the panel about player preference between simple slots and complex ones, the first had the most appeal. It is currently the leader on the market.
“The average player tends to stick to what they already know. They may try something new but they always seem to return to what they love and know.
The more complicated something is, it’s harder to comprehend or understand. And given that gambling involves losses, it’s unlikely many people will play enough to gain a thorough understanding. The lack of knowledge is a problem for everyone in the industry, including consumers, operators and regulators.
I think simplicity is still attractive to the public, particularly when it’s innovative.
Curtis pointed out that, initially, new products are more appealing. Then, he slipped into a realistic view, citing crash games in online casinos as an example. He concluded that “simplicity is still the best option”.
Cini, who represents the perspective of the provider community, stated that the established companies have “a great deal more options”, but that those newer on the market would be better served by the “keep it easy” guideline and providing games that were entertaining and engaging.
Petrauska stressed the importance of “balance”, when it comes time to provide customers with familiar slots and introduce them to new games.
She stated: “You do not want too many games that are overly simple, and you also don’t need too many games with too complex features, where players who have played before don’t understand what to look for. So I believe you should find the perfect balance between games which offer exciting elements while being easy to comprehend.”
The key to a complicated slot is the education. How do you inform players about new features? You don’t need a 10 page intro to slot features from the perspective of the providers, because nobody has the time. “People want to enjoy themselves when they play.”
Degiorgio also agreed that balance is important, saying there’s no one solution for all, because there are many different players, markets, and jurisdictions to consider. However, some people enjoy playing complex slot machines.
He stated: “I believe it’s important to maintain balance, particularly from the operator perspective. To cater to a wide range of audiences, you need a portfolio that is varied.
But Degiorgio highlighted that there are some customers who find the complex slot machines appealing. These customers must be accommodated.
There is a demand for games with complex features and there are many websites that cater to this.
Ringsvold concluded the topic of player preferences by stating that “a diverse portfolio and mix of products” are what’s needed to draw customers to an online casino platform. He then echoed Curtis’ point regarding new releases becoming popular at first, but eventually fading away.
It’s hard to have a product that is sticky and in the top 25. This is a standard that anyone can strive to reach. It is difficult to create another slot, or another machine with fruit machines.
What we see in Norway is that games with attractive graphics and entertainment value tend to be more likely to make the Top 25 than games which are just copies of other games.
Sustainable growth
Lee then turned to the question of how online casinos can ensure that they put responsible gambling at the forefront when curating a profitable platform. Offering more complicated slots can lead to higher revenue than portfolios of simpler slot machines?
Ringsvold replied by saying if the gambling industry wants to expand, then it needs to do so in a responsible way. He said: “If you want to see the growth of the gaming industry, we have to make sure that we grow responsibly, and without affecting the KPIs or measures for responsible gambling in the wrong directions.”
He added: “We know that the majority of our GGR is generated by our five percent of highest-paying clients. We still see this, even with loss limits. Imagine how it would feel if there were no loss limits.
The market can grow without affecting RG negatively by focusing on innovation, time spent playing and entertainment.
Degiorgio stated that “sustainable revenues” are one of the factors that an operator should prioritize alongside responsible gaming for “healthy growth”. He also highlighted other methods such as portfolio placement, loyalty mechanisms as well as offering a wide and diverse range.
Curtis emphasized Degiorgio’s message of sustainability, stating that operators should ensure that customers are satisfied with their offerings. He also stated that operators who have a complicated offering will not be able to compete with competitors that offer “simplistic and popular games”.
Petrauska stressed the importance of operators having “balance”, by monitoring the behaviours of players and giving them the necessary tools to enjoy and play responsibly.
Platform and content are just one aspect. Another part of the program is to educate players about responsible gambling, provide them with tools, and monitor their behavior for changes in betting patterns, and increases in average deposits without large wins.
We want players who will stick around. “We want long-term players.” “We want them to be a retaining customer and get the benefits in the long term.”
The panel also discussed several other topics, such as research on player protection, the responsibility of complex slot machines, and bonuses.
Click here to view the entire panel titled’Making the Next Generation of Slots Simple’.
