Interviews

The value of exclusive content with Andy Sekula and Marcin Kalbarczyk

Published

4 years ago

October 13, 2020

The value of exclusive content with Andy Sekula and Marcin Kalbarczyk

Reading Time: 5 minutes

Kalamba Games have worked with Kindred on producing new timed-exclusive Ducks Till Dawn. Ahead of the release we caught up with Andy Sekula, Head of Games at Kalamba, and Marcin Kalbarczyk, Kindred’s Senior Casino Product Manager, to discuss how exclusive titles benefit both supplier and operator, and how the title came to be.

Why did you guys decide to get together to develop exclusive content? What’s the thinking behind making exclusive titles?

AS: It’s great for us, the supplier, because we can leverage operators’ experience and knowledge of the player base when working on the game. It’s a true feedback loop that gives real weight to the design process and puts our developers much closer to our end user, and also gives us insight into the marketing machinery of an operator, which is different to our own.

There are of course also commercial benefits – both in the sharing of development cost and in that we can see two peaks in terms of bets – the exclusive release and later, the release on the network.

MK: For the operator, being able to offer a product that is not available anywhere else, is a very strong, unique selling point. Exclusive games are a great way to differentiate ourselves from competition, especially these days when content saturation in the igaming industry is rapidly increasing.

The second reason, like Andy says, is the commercial reason. Our data from recent years proves that the reduced revenue share makes a massive difference, especially when so many marketing activities are focused on our exclusive releases.

Lastly, we are the experts who know our customer base. Through analysis of features from hundreds released slots, we are able to determine which ones have the highest chance of best performance. By building an exclusive game in collaboration with an experienced studio, we get a chance to implement that knowledge.

What are the benefits for both parties in having suppliers dedicate a game to one single operator?

MK: For both emerging and established suppliers, it’s a great boost for reputation to have their game released exclusively with a big operator. With so much marketing focus being directed at these games, it’s obvious that their reach will be stronger than any regular release.
The financial side is also a strong benefit. Through the upfront fee, suppliers get to partially, or even fully, cover their production cost. In exchange for that, we get a chance to create a game according to our guidelines.

AS: Exactly, there are great benefits for us in working closely with operators when building games, but for the operator having a potential hit on exclusivity will drive more users to the casino and also make the current player base stay engaged for longer in anticipation of content that’s not available elsewhere.

Where does the balance sit in creating a game that is in keeping with the studio’s style yet meets the requirements of the operator?

AS: The most important thing is to find the chemistry between operators’ needs, which are the expression of what makes players excited, and what the supplies feel strong at. In other words there must be a chemistry which I’m pleased to say was in full effect on the production of Ducks Till Dawn! In our experience it’s quite rare to find ‘hard’ requirements as much of the game development process is truly a creative one, but there may be some themes or math models that resonate better than others with a particular operator’s audience, or indeed an operator’s priority list at any given time.

MK: Yes, an open-minded approach is very important here. Sometimes operators want a specific type of game and they look for a supplier that specialises in that particular area, let’s say a cluster slot or a 3×3 one. Then they are comfortable with handing over the production to them because they know this is the kind of game they do best. They don’t have to be included that much.

The situation can be completely the opposite when the operator has unique needs or is trying to introduce innovation in regard to mechanics and features. Then the supplier’s flexibility becomes a priority.
During the Ducks Till Dawn production, the flexibility of Kalamba Games team and some of their already proven mechanics were a perfect mixture.

How did the process of collaboration work between Kalamba and Kindred when creating Ducks Till Dawn?

MK: We worked with a number of suppliers throughout 2018-19 and then in 2020 and Kalamba was very smooth and straightforward to collaborate with. Sometimes suppliers have their set vision of the game and don’t like to implement drastic changes proposed by the operator. Kalamba was very flexible on that point and accommodated all of our feedback on what we thought would resonate with our customers better, which made this a great cooperation.

AS: It went really smoothly, because we all liked the core mechanics of the game which we considered for a while and later decided would be expressed as CASH DUCKS, which we imported from a land based slot. We’ve had regular meetings and a lot of valuable feedback from the Kindred guys, which allowed us to get a better understanding of what might potentially make players feel excited.

Are there any specific features in DtD that you think will particularly appeal to Kindred players?

MK: Definitely the Cash Ducks. This was initially inspired by a slot machine from the land-based casino segment. The Kalamba team showed it to us on one of the first meetings and together we developed it together into a unique mechanic. We all thought it would work very well if the instant win symbols would move horizontally across the screen and that’s when the amusement park shooting range idea was born. Since the release date was already planned just before Halloween, it made sense to add a bit of spooky atmosphere. A great title completed the theme perfectly.

AS: For sure, we’re also confident that the SpinBoost feature will be a big hit because it allows players to have a slightly longer target to hit which makes the game more entertaining and more exciting for a longer period.

More generally, are we seeing greater collaboration between operators and suppliers in the game development process? Do you expect we will see more of these types of collaborations?

AS: Definitely, the collaboration with suppliers gives operators an opportunity to cater for the tastes of their player base in a more customised manner.

MK: It’s a very reasonable choice for both operators and suppliers to go that way, because it usually provides a good balance between investment and return in addition to exposure towards industry and boost to the reputation. Content saturation is currently huge and it’s going to get even more congested, presenting a significant challenge to operators who want to differentiate their offering. We can see that most of the big tier one operators have exclusive offers from time to time – some more frequently but it’s definitely something that is growing in the gaming industry.

Should operators play a bigger role in content creation? If so, how?

AS: Cooperating with game studios will ensure that the needs and wants of the players are met. I’m sure that suppliers can learn a lot from them, which would result in more effective collaboration and better entertainment for players!

MK: Operators are exposed to a massive amount of content during their game selection process. That gives them a perfect overview of what is present on the market and what players might still need. I think operators are often capable of providing valuable input, which suppliers may utilize in their productions. Such collaborations are definitely valuable and should happen more often as it’s a good way to come across the next industry-revolutionizing idea.

Any final thoughts about Ducks Till Dawn?

AS: As mentioned, it’s been a great collaboration and we look forward to seeing how this goes. It’s a feature-packed game which we think will resonate really strongly with players.

MK: I’m very pleased with how the game came out. There were many different ideas during the production process. We went through a couple of different themes that we wanted to utilise in this game. But in the end, all the pieces came together perfectly; the theme, the mechanics; the SpinBoost feature and the title, of course. We’ve created a really really attractive product and I have huge hopes for that to blow away our customer base!

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Africa

SmartSoft’s expertise and future vision for the African market

Published

2 weeks ago

October 23, 2024

George Miller

SmartSoft’s expertise and future vision for the African market

Reading Time: 4 minutes

In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s success and its impact on the gaming industry.

About SmartSoft Gaming

Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.

To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.

Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.

What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.

How does JetX differentiate itself from other crash games in the market?

At SmartSoft, we appreciate our relationships with partners, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!

JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.

What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?

When we expanded into the African market, we knew it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve allocated resources to quickly build our knowledge in this area.

How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?

The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.

How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. That’s why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do – whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;

What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.

How has the success of JetX influenced SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.

Interviews

Slot Saturation – Q&A w/ Qianqian Liu, Senior Art Director at Gaming Corps

Published

2 weeks ago

October 21, 2024

George Miller

Slot Saturation - Q&A w/ Qianqian Liu, Senior Art Director at Gaming Corps

Reading Time: 3 minutes

What are the defining visual features of a Gaming Corps slot?

We pride ourselves on the diversity of the look of our slots, we have three distinct styles that are all used to target different demographics. Firstly, Classic, this is a style which usually is also described as retro and some people would even say dated, we prefer nostalgic! But there is a player base who get great enjoyment from slot games like this. The second is Modern, this is a style that is sleek, shiny and incredibly high-fidelity with assets that look polished and could be very much suited to being hung up in a modern art museum. Thirdly is Stylised, this is a style that is completely entirely dependent on the theme, maybe a comic book style or similar, but it emphasises artistic freedom which is important.

All three of these are what makes Gaming Corps a unique slots provider, catering games for all types of target markets.

Where do you look for inspiration when designing an online slot game?

Different inspirations appear for different themes, if it is classic then an old fruit machine down a pub could be the inspiration. If it is a modern slot, then we like to refer to some modern day mobile apps that are more casual to play. The beauty of stylised is that the inspiration can come from absolutely anywhere but usually it can be something that the artist is personally interested in, such as comic books or anime.

How does Gaming Corp manage to distinguish its titles from others on the market?

We focus on iterations and high quality standards, we will start from a basic concept and iterate and iterate until the asset is exactly what would be expected of the target audience. We get feedback from customers as well to help hone in on a particular style that we are aiming to create.

How do you manage to keep repetitive themes (Egypt, classic, Greece and so on) interesting?

For these, it is all about combining the innovative mechanics with a unique spin on a narrative that has been re-told before. Of course if you are to create an Egyptian theme you should still recognise it to be fundamentally Egyptian with its gods and its hieroglyphs. But is there a way to put the spin on the narrative that ties it to the mechanic that has not been done before. It is important to do market research to find common thread that you can capitalise on but also things to stay away from.

What impact does localisation have on game development from a visual perspective?

Localisation of Gaming Corps is super important to us, we sometimes want to create games that can be tailored for a particular market. Especially when working with casinos for bespoke content. For example, we created a game in 2023 called “Ramen Puzzle” which was launched with a casino partner in Japan. It was very important for us to nail the anime style that suited this market and it was a core part of the development cycle to research, develop and iterate on our designs to perfect the style.

Another recent launch this year was Samba Soccer, a crash product that was created with Brazil in mind. It had a stylisation that suited popular games in that market but also a theming that set the game in Rio de Janeiro. This visual combination allowed the game to be hyper localised to this market.

What future trends do you think are going to impact the look and design of online slot games?

More and more over the years, the target demographic has moved away from playing on desktop to playing on mobile, in particular on mobile portrait, so we will always feel as if designing with a mobile-first approach should be at the forefront of what we do at Gaming Corps. This I believe will continue to trend upwards. This has a big impact on the way that slot games look and feel, there is a small space with lots of elements fighting for room so it is important to be very clear with Product Owners on what are the most important elements of the slot game.

Interviews

Safety First: Slots Temple Q&A

Published

2 weeks ago

October 21, 2024

George Miller

Reading Time: 2 minutes

For a company that has begun to blur the lines between affiliate and operator, social responsibility remains the ultimate watchword for Slots Temple, says CEO Fraser Linkleter.

How important is social responsibility to the affiliate side of Slots Temple’s business?

We began life as an affiliate business that offered free demo games and slots tournaments (and we still do!). This allowed us to build a highly engaged base of players that genuinely loved playing slots. From day one, we always put social responsibility at the heart of everything we did.

We always believed that an entertainment-driven socially responsible gaming experience created a sticky player-base that trusted us and created better quality traffic for our partners.

Has tightened regulation of the gambling industry over the past few years impacted affiliates’ responsibilities towards its users?

Definitely. Affiliates deliver an estimated 30% to 50% of acquisition to operators in the UK, and while the sector is not directly regulated by the UK Gambling Commission, these numbers demonstrate that the responsibility to protect players from harm should be shared.

Increased regulation over the past few years means that operators, rightly, must be more cautious about choosing their affiliate partners. Ultimately, as affiliates, we must accept the responsibilities we share as part of the gambling supply chain.

The reality is, while affiliates are not directly regulated, the standards to which operators are held by regulators are passed on to us through our partner contracts. Affiliates that do not comply with these standards will struggle in this climate because operators will only work with the partners they can trust to behave responsibly. So social responsibility has become not just an ethical consideration but a strategic business decision too.

In 2022 Slots Temple received a license from the UKGC which allowed you to offer paid tournaments and real-money slots. Has this changed the way you think about social responsibility?

Social responsibility was always a big part of our business model, and our UKGC license was a recognition of that. Of course, offering real money games means that we are held to the same high standards as all licensed operators.

That means KYC, deposit limits, timed reality checks, affordability checks, self-exclusion options, and so on. But for us, it’s about more than mere compliance. Our model has always been about being a safe destination for fun play and prizes. As I say, we’ve fostered this community of slots fans who trust us and it’s important that we maintain that trust through the way we operate.

Ultimately, the license allowed us to offer our player-base more choice. First, that was free-to-play tournaments with cash prizes, and then low-stakes paid-for tournaments with bigger prizes, plus real-money slots.

So, your experiences as an affiliate have made you a more socially responsible operator?

Yes, because it has helped us understand what our players want. For example, we believe safer gambling is about smaller deposits. Where we offer cash play, it’s always small buy-ins and small bet sizes. There are tournaments for 1p, or you can play for free in UK tournaments, all with real cash prizes.

We also think it’s important to educate players about the games we have on site. For example, we clearly display the return-to-player (RTP) and volatility of the game customers are about to play before they are able to access the game.

It’s about being on the side of the player – whether you’re an affiliate or an operator. Ultimately, we believe that an entertainment-driven, socially responsible gaming experience will foster a loyal, trusting player-base.