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Should studios develop online slots that appeal to younger audiences?

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Over the last few years, there has been an intense spotlight shone on gambling-related harm. As much as we all enjoy playing online slots, we’re well aware of the risks associated with the much-loved pastime.

One specific area of gambling-related harm that’s received plenty of attention is the issue of young people being exposed to gambling, mainly due to a steep rise in the popularity of loot boxes in games such as FIFA, League of Legends and Overwatch.

However, loot boxes aren’t the only thing that’s been a cause for concern in the last few years. Critics have pointed out that a handful of developers have created online slots that may appeal to young people and that some slot sites use them in a bid to attract new customers.

We wanted to take a closer look at this and discover whether in fact studios (and slot sites) are getting a little bit too close for comfort when it comes to slot design, or whether anti-gambling lobbyists are making more of a splash than is necessary.

Naturally, this piece has to start by looking at branded slots, as they have ultimately become the catalyst for this debate. Prior to pop culture seeping into casino games, most titles were similar to each other, themed around fruit machines, Las Vegas and other generic themes. That is until branded slots began to make their mark…

The rise of branded slots featuring popular characters

Back in the early-to-mid 2000s, branded slots slowly began appearing in casinos across the internet. Most of these titles were based on IP that was intended for a mature audience.

At this time, some of the most popular slots included Scarface, Creature from the Black Lagoon, Frankenstein and Dracula, and it’s not hard to see why these video games and movies were selected to become online slots.

With more than a decade of success under their belts, many of the top online slot developers have amassed enough money and notoriety to licence some of the most popular films, television shows and video games that have ever existed, meaning more eyes on their slots.

As a result, the preference towards using mature IP has faltered and more branded online slots have been developed that feature widely recognisable characters from mainstream pop culture.

Classic movie characters such as Tony Montana and the Creature from the Black Lagoon were replaced by more recognisable faces such as Mr Monopoly, Rick and Morty, Stone Cold Steve Austin, Gordon Ramsay and the delightful duo of Sloth and Chunk from The Goonies.

The risks of creating slots that appeal to younger audiences

As is to be expected, some of the most popular slots right now are branded, featuring many famous faces we all know and love… And we’re hardly surprised – players look for trust and familiarity when they’re spending real money to play these games.

Many say that the issue with familiarity is that it puts young people who may have access to an online casino account at heightened risk. It’s easy to imagine them being drawn to online slots that feature characters and IP that they’re already familiar with and passionate about.

Games such as WWE Legends: Link & Win, Street Fighter II: The World Warrior Slot and Rick and Morty Wubba Lubba Dub Dub are all quite capable of attracting young players on brand name recognition alone, despite being marketed at a mature audience.

Another risk that isn’t as widely considered is the fact that these games can appear high up in the results for certain search terms on Google (and other search engines). For example, someone searching for The Karate Kid, The Goonies or WWE could end up finding themselves at an online slot site.

A real-life example of this took place in September 2019 when 32Red had two of their paid-for Google advertising campaigns banned by the Advertising Standards Agency in the UK when their adverts for NetEnt slot Jack and the Beanstalk appeared at the top of Google, despite being a search term heavily used by children. 

The rewards of creating slots that appeal to younger audiences

Despite making some valid points in the previous section, it’s quite evident that the risk posed by slots featuring pop culture icons are minimal. Yes, the risk is there, but there’s no clear evidence a gambling epidemic has or will be caused by the inclusion of familiar faces.

If this was the case then we’d currently have a whole generation of online slot players that were drawn in and hooked by slots such as Lara Croft: Tomb Raider in 2004 and Hitman in 2007… We can quite confidently say that we know that not to be the case all these years later.

As mentioned, the only real risk comes when due diligence is not done by those advertising the games independently. However, there are multiple tools in place on multiple platforms that ensure that gambling advertising does not get in front of the wrong eyes.

Developing games that appeal to a new generation of online slot enthusiasts is just smart business and not necessarily a bad thing at all. There’s a very good reason that we keep seeing more and more branded slots hit casino lobbies on a monthly basis, and that’s because they go down well with players, developers and operators alike.

Like every other industry out there, innovation needs to happen in order for organisations to remain competitive, especially in such an ultra fierce and cut-throat industry as iGaming.

If online slot developers such as NetEnt, Blueprint Gaming and Play’n GO continued to develop and release tired, old-fashioned Irish and Egyptian themed slots on a regular basis then they’d likely lose players to more innovative sectors of the iGaming industry such as live casino.

As avid fans of online slots ourselves, we genuinely believe that creating slots that primarily appeal to Millenials and a portion of Gen Z is the best way to ensure online slots remain fresh and enjoyable. It’s down to operators and affiliates to ensure that these slots are marketed to the right audience and keep them out of harm’s reach.

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SOFTSWISS and Evolution Launch Evo Prime Drop Campaign

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SOFTSWISS and Evolution Launch Evo Prime Drop Campaign
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The SOFTSWISS Jackpot Aggregator, a multipurpose gamification system for managing promotional campaigns, launched the Evo Prime Drop campaign in partnership with Evolution Gaming Group AB in March. The Evo Prime Drop aims to enhance player engagement and highlight captivating games integrated with Evolution. 

Evolution is a leading B2B solution provider for casino operators offering live casino, live game shows, slots and more. The Evo Prime Drop leverages Evolution’s extensive portfolio, available through the SOFTSWISS Game Aggregator, to feature premium games from such developers as NetEnt, Red Tiger, and Big Time Gaming (BTG). 

An exceptional aspect of the Evo Prime Drop is its accessibility to casino operators within the SOFTSWISS Game Aggregator network at no extra charge. This arrangement between Evolution and SOFTSWISS supports their partners in enhancing player engagement and retention. 

The campaign’s jackpot prize pool is another highlight, featuring a generous 50,000 euro. The campaign is designed to be inclusive, allowing players to participate with a minimum bet of just 1 euro. The campaign started on 11 March and will conclude on 31 March. 

The prize distribution is thoughtfully structured to maximise the number of winners, with 20 top prizes of 1,000 euro each, 100 prizes of 100 euro, and 400 prizes of 50 euro. This tiered system adds to the appeal of the Evo Prime Drop, making it a highly anticipated event in the online gaming calendar. 

This inaugural campaign, launched in collaboration with a game provider, paves the way for further initiatives for SOFTSWISS Game Aggregator clients. The Jackpot Aggregator’s unique mechanics and the Game Aggregator’s user-friendly settings make the launch seamless and fast.

Aliaksei Douhin, Head of SOFTSWISS Jackpot Aggregator, comments: “We see immense potential in such campaigns because they present a win-win solution for all parties involved. 

Beyond addressing the casino’s primary objective of retaining and attracting players, these mechanics offer providers additional opportunities to promote their games. Furthermore, players gain new experiences, exactly what draws them to us. 

Thanks to the quick and easy launch, we view these campaigns as a positive development for the industry. 

Special thanks to Evolution for their pivotal partnership in Evo Prime Drop. Evolution’s support is instrumental in bringing these gaming opportunities to life, showcasing the strength of collaborative efforts in advancing the gaming industry.”

Nicholas Peters, Chief Business Development Officer Europe at Evolution, adds: “We are excited to partner with SOFTSWISS in the Evo Prime Drop campaign. Collaborating with the expert team behind the Jackpot Aggregator, and given the excellence of SOFTSWISS’ software solutions and the premium games from providers integrated by Evolution, we are confident in the campaign’s success.

We are constantly looking for new technologies and mechanics to maintain a leading position in the market and provide innovative solutions to our customers. We are pleased that our collaboration with the SOFTSWISS Jackpot Aggregator has proven to be mutually beneficial. “

 

About SOFTSWISS 

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

 

About Evolution

Evolution Group is a leading B2B provider of online casino content. Evolution’s brands are synonymous with outstanding solutions and the widest choice in the online gaming world. As well as being a world-leader of live dealer gaming with its Evolution and Ezugi brands, the NetEnt, RedTiger, Big Time Gaming and Nolimit City studios produce some of the industry’s most innovative and commercially successful slots. The Digiwheel brand is the developer of the world’s first patented HD spinning gaming wheel, offering opportunities to bring the very best of wheel based online games to land-based casinos. Livespins is an innovative B2B social streaming game provider that enables.

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BetConstruct Introduces 3 New Advanced Services: Zone Solutions, Pro DDOS Protection and Business Dashboard

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BetConstruct, a global leader in iGaming technologies committed to constant progress, has launched 3 services aimed at the high performance and growth of its partners: Zone Solutions, Pro DDOS Protection and Business Dashboard.

These services are precisely crafted to address the diverse needs of BetContruct’s partners providing them with leading-edge solutions to foster success in the competitive world of iGaming.

Zone Solutions

Zone Solutions is an all-encompassing suite of domain management services and solutions tailored specifically for Turnkey partners with domain management on their side to upgrade online operations and handle domain management with ease and confidence. From proactive strategies to meeting regulatory compliance measures, Zone Solutions helps businesses enhance an efficient online presence.

Pro DDOS Protection

Pro DDOS Protection is a comprehensive cybersecurity solution tailored specifically for White Label and Turnkey Partners, with domain management handled on the provider’s side. This leading-edge product is designed to combat Distributed Denial of Service (DDOS) attacks and safeguard web applications. With its instant threat detection, enhanced WAF capabilities, and rapid response, the DDOS mitigation service provides security and reliability of the digital assets of White Label and Turnkey Partners.

Business Dashboard

Business Dashboard is a powerful analytics platform that delivers real-time insights and simplifies gaming business management. This comprehensive tool allows to track key metrics across finances, player acquisition, and website traffic. It helps to optimise casino & sportsbook performance and make data-driven decisions for success.

Embracing these services, partners can confidently navigate challenges, elevate their online operations, and seize opportunities for growth in the dynamic world of iGaming. With BetConstruct as a trusted ally, the future of online gaming holds limitless potential for those who dare to innovate and succeed.

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Booming Games launches another smash hit with Lucky Oasis

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Let your players be transported to a world of opulence and excitement with Booming Games’ latest hit slot – Lucky Oasis.

Lucky Oasis, is a 5×3, 20-payline video slot that has been designed to immerse players into a world full of engaging new features, set against a backdrop of showgirls and the rolling of dice which will have your players quickly feeling like a high roller.

With just 3 or more Scatter symbols, players can unlock up to 12 Free Spins. Additionally, the game’s unique ‘Random Selection’ feature cranks up the excitement further, by providing players with a simple auto-selection mechanism to enhance their overall gaming experience.

However, one of the standout features of Lucky Oasis is its Wild Multipliers, which can substitute for all symbols except the Scatter, with the potential to multiply wins by up to 3,024x.

Moritz Blume, Director of Product at Booming Games commented, “Lucky Oasis is such a great addition to our game portfolio because it’s where two worlds collide. It’s packed full of innovative features that players have come to love about our games, combined with the nostalgic feel of a casino you’d find sheltering under the Nevada sun.

“We love what we do and I think this is mirrored in the games that we release and Lucky Oasis is no exception. We are really excited to see this game go live and it’s impending success.”

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