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Mobile-first gaming round table with experts from Habanero, Evoplay, OneTouch and ESA Gaming

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Mobile-first gaming round table with experts from Habanero, Evoplay, OneTouch and ESA Gaming
Reading Time: 9 minutes

 

In recent years, mobile-first gaming has rapidly risen as smartphone companies continuously enhance their products, making it easier for players to access games whilst on the go. This technological development has brought forward an industry shift, that has seen iGaming companies redirect their focus towards mobile-first content.

With more and more companies embracing the increase in mobile gaming, we explored the success of this new generation offering and what the future holds.

 

According to you, what brought forward the increase in mobile-first gaming?

Arcangelo Lonoce – Head of Business Development at Habanero:

The watershed moment came a number of years ago when smartphones finally managed to deliver a properly premium gaming experience. Indeed, phones have improved exponentially to the point where you could argue that mobile technology is as good as if not better than desktop.

This has been made possible by the improvements in ‘light betting’, by which I mean data, allowing players to enjoy parallel matches etc. When you can reach that point, laptop gaming becomes obsolete as you can flick through just as seamlessly as on desktop. Just of course like the wider world, when it comes to relaxing on the couch, mobile will always be your primary channel over a laptop – whether that’s shopping, gaming or Instagram.

Of course, with HTML5 becoming ubiquitous and flash disappearing has accelerated the mobile-gaming trend. You can look at emerging markets or countries that never went through the ‘laptop era’, as given the leap in tech developments in the last decade, it means that smartphones are simply more affordable and accessible to players than MacBooks ever will be. Latin America is a great example of this.

Vladimir Malakchi, CCO at Evoplay:

The accelerated growth and penetration of global smartphone usage across every corner of the world is the key driver behind the impressive rise we have seen in smartphone gaming. Data from 2021 reveals that over 6 billion people use mobile phones worldwide, and this number continues to grow, with the 5G standard being one of the catalysts. Emerging markets are catching up fast too – with the majority of regions now greatly investing in the development of mobile technology.

In addition to this, according to our research, three-quarters of gamblers prefer to play on mobile, doing so every 4.2 days on average. Other sources show that in 2020, 50% of the online gambling revenue came from mobile, which isn’t surprising as 75% of traffic belongs to mobile. The numbers clearly don’t lie, and the high demand for mobile gaming is a call to action for suppliers to accept this trend.

Thomas Smallwood, Head of Marketing at ESA Gaming, comments:

A mix of technology and convenience is the short answer. Mobiles now provide a simpler and faster way for players to enjoy their favourite games. It’s fair to say that the trend towards mobile has also probably been accelerated during the pandemic as the move from retail to online has quickened.

Madis Raus – Head of OneTouch:

Obviously, the widespread use of smartphones and availability internet has had a positive effect on mobile-first gaming. These days people use mobile devices to perform certain tasks, their far easier to use and more accessible than laptops and desktops. Additionally, mobile devices allow people to do things whenever and wherever they want, whether they’re commuting or simply passing time.

By making the mobile-gaming experience seamless and engaging at the same time, players will continue using mobile devices for entertainment. This is something which will naturally increase over time, as mobile devices continue advancing and being capable to perform at higher standards.

 

Are there any verticals that perform better on smartphones? And how can developers improve those verticals that don’t work as efficiently?

Arcangelo Lonoce:

As an expert on slots and table games – I would say table games are inherently easier to develop and render when performing on smartphones compared to slots, but if we look at numbers, slots are dominant, with a market share of around 85% or so, which shows that the player demand this vertical more than any other.

However, looking at table games, there’s a lot to be said about performance. They have excellent stable rates of acquisition and retention – so there is less motivation to tweak a formula that is clearly working. They also have higher average bets, greater lifetime value and from a mathematical and user interface viewpoint, I would certainly rank them up there as one of the best performers.

Given market demand though, we can assume slots will always retain the lion’s share. So how does one improve the vertical? Stories, subject matter and narrative are key, as is the UI, although we mustn’t forget, it all starts with the maths – you need to get that right first, and then you can start talking other improvements.

Vladimir Malakchi:

Actually, all verticals and mechanics perform well on smartphones. However, while creating a product for hand-held devices, there are key principles to follow: easy-to-understand UX, simplicity of a game, uncomplicated graphics, and adaptation to vertical view.

One thing is for sure – it makes no sense for suppliers to choose a specific type of game to develop for smartphones. The fundamental point is to accept that the mobile-first approach is a basic demand for players.

Thomas Smallwood:

I think sports betting is a natural vertical for mobile. With the ability to play high-quality live streams on mobile devices, in-play betting is no longer just for retail or desktop and the fact that bets can be placed anytime, anywhere is a major factor.

The limit in phone storage also means that casino can be trickier on mobile, especially in apps where users often need to download the games they want to play exactly because of this limitation.

These are two factors behind ESA Gaming’s development of ultra-lightweight games for sportsbooks. The EasySwipe suite of games is accessed through a widget we have designed and developed which enables players to seamlessly move between games and sports bets rather than being re-directed to another part of the site or a cumbersome casino page. The sports betting experience is unhindered and conversion to casino games happens at lower cost.

Madis Raus:

Mobile device usage differs slightly from desktop usage, this means that mobile users have different expectations. Since people use mobiles to pass time or when they’re in between things, the attention span of the mobile user is often shorter, these are things to consider when providing content to them.

In my opinion it’s the matter of the speed of games rather than specific verticals, fast games tend to perform better, as the player doesn’t need to wait too long, which is a bonus especially when they’re looking to kill some time.

To improve further, developers need to consider the peculiarities of mobile device usage and think about ways of implementing content that doesn’t depend on usage patterns, making the products more appealing and engaging to players.

 

What are the difficulties of adopting games to function on smartphones?

Arcangelo Lonoce:

Habanero as a company operates with a mobile-first approach, therefore, we don’t find any real challenge when it comes to rendering games on mobile since our products are designed with smartphones in mind. After all, we disposed of Flash in 2015 and since then we have always developed our games using HTML5.

Vladimir Malakchi:

Adapting a visual component to all models of smartphones, including early versions, isn’t an easy task but is possible thanks to cutting-edge technologies. They allow us to create visually stunning products compatible with most smartphones. The optimisation of UX, UI, resolution and graphics for all platforms is the main priority, as we want to ensure that our players get high-quality content on any device.

Another challenge, which we have also overcome, is the amount of data used by games. Our proprietary game engine Spinential, developed in-house has been a real gamechanger for us, accelerating the loading speed and optimising the storage capacity. This solution has been designed with a purely mobile-first approach in mind, and we’ve really reaped the benefits.

Thomas Smallwood:

The obvious thing is the greatly reduced screen space and the practicality of a hand-held device. Because of this, we have chosen to develop ‘mobile-first games’ and move away from adapting desktop content. This means every aspect of the game is thought out with the mobile user in mind, ideally with the ability to do everything just with a thumb. Of course, the challenge is to make everything on the screen accessible, so it is a constant evolution as the user demands more features.

Madis Raus:

Different game types have different elements, for slots it may be the screen ratio, for example how to make symbols as big as possible and still keep the popular grids. Alternatively for Live games, you need to consider the screen size, ensuring that the player can see what is happening in the stream and whether the cards shown are in sync with what’s being reported etc.

As mentioned above, when adapting games, it’s important to consider the peculiarities of mobile device usage, developers must think about ways they can make games as fast and seamless as possible but at the same time still engaging on a smaller screen.

 

How fundamental is it for operators and developers to adopt a mobile-first strategy?

Arcangelo Lonoce:

It’s extremely important, otherwise you’re missing out on 80% of the market! There were some suppliers that were very late to the HTML5 adoption, which made it incredibly frustrating for operators – plenty of which I saw first-hand back when I was at BetVictor during the 2010s. To put things into perspective today, you simply cannot launch a game as without considering a mobile-first approach, since you’re forgoing an absolutely huge amount of revenue.

Moreover, mobile gaming allows people to play remotely, therefore players don’t need to depend on a desktop or laptop to participate in their hobby. With mobiles advancing and 5G becoming the norm, we’re now looking at a whole new world of possibilities to enhance mobile-first even more, the ramifications of which will be huge, especially when it comes to content and loading speeds.

Vladimir Malakchi: 

Keeping in mind the number of global smartphone users, prioritising mobile devices when creating gaming products is a must. Moreover, it is expected that in a couple of years, this number will grow to seven billion. Currently, the US, China and India lead the list of countries with the highest rate of mobile penetration. However, as the latest data shows, the potential of emerging markets in regard to mobile usage shouldn’t be underestimated. This is a direct sign for suppliers to throw all efforts on products focused on mobile gamblers. The mobile-first approach isn’t just a trend, it is a philosophy, which is getting more and more supporters. There is no better time to embrace mobile-gaming than now.

Thomas Smallwood:

You could argue it is a percentages game. When desktop provided the higher user count it made sense to develop content for desktop. With the advancements in mobile technology, the increased numbers using mobile and the loyalty associated with apps I think a ‘mobile-first’ strategy is key in the growth of any gaming brand.

Madis Raus: 

This is very essential, especially when it comes to companies surviving in this extremely volatile industry. Just by looking at how much traffic is already generated from mobile channels, you can see how strong the area is, and there’s nothing that indicates a potential decrease in mobile device usage.

If companies wish to attract modern players, it is really essential to adopt a mobile-first strategy, as modern players will look for a seamless mobile experience, if it isn’t available on your brand then they will simply look elsewhere.

 

With smartphones continuing to evolve, what does the future hold for mobile-first gaming?

Arcangelo Lonoce:

I would expect mobile-first gaming to be the only way forward – it’s the old debate on how much entertainment is a part of iGaming. Whilst entertaining is a key aspect, you must also keep the experience flawless. Certain things haven’t worked out, 3D gaming for example, as we’ve learnt that people don’t really gamble to get lost into the symbology of the slot – but rather the thrill of the win, which is the entertainment.

So, in my view, mobile gaming will gain an even larger market share than it has now, it could soon become by far the only way of enjoying this experience. Additionally, with new demographics coming online, the future holds lots of opportunities for interaction of everything from social to multiplayer, shared in any possible way. Cross-sell opportunities are also endless, with push notifications and the like, as players can carry their game anywhere they go – whether that’s being entertained at home, when out and about or during the commute.

Vladimir Malakchi: 

I am sure that we will see an industry-wide adaptation of gaming content to mobile platforms in the very near future. Once the value of mobile gambling is fully understood, the industry will immediately aim to transform existing and future products.

I believe the iGaming world will continue to develop in this direction as an exponential pace, focusing on innovative technical solutions, mechanics, features and visuals optimised for various mobile platforms, models and markets. The key is to find the balance between the quality of gaming products and their adaptation to mobile – and getting this right is where developers need to be investing their energy.

Thomas Smallwood:

Smartphones will continue to develop but I would place more focus on the changing user demands. New game types, more regional content as well as promotion and gamification features are already driving us to change the titles we design and develop.

We will soon launch new in-game promotional tools for operators as well as new style of games, including bespoke games.

Madis Raus: 

I believe that the introduction of 5G will bring a ton of opportunity to the table, as the introduction of 5G will bring forward a range of improvements to speed and accessibility. This may also give developers a bit more freedom when they think about creating games for mobile phones.

With smartphones being so advanced these days, the size of the game doesn’t matter as much as it once did, the quality is now the utmost important factor when it comes to designing new mobile-games. This is the same with live content, with the technological improvements, it’s now easier to provide good quality streams, so now developers need to focus on other elements that will make their game stand out from the competition.

 

 

Interviews

Time to get into the gamification game

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Reading Time: 3 minutes

 

Tomer Baumel, Founder at CEO of Solitics, talks about why personalised gamification is the best way for operators to differentiate and bring tremendous added value to their players

Differentiation. This is something that operators strive for but, in reality, is very hard to achieve. If you take a look at the online betting and casino experiences available to players in any given market, it’s hard to come across many brands that truly stand out.

Most offer the same welcome bonuses, similar games/odds, the same payment options and deploy the same tactics for fostering loyalty once the player has signed up and deposited for the first time. But loyalty must be earned, and right now, casinos and sportsbooks are not doing enough.

For many, retention is a tick-box exercise based around level-up loyalty schemes, offers sent out via email and SMS, and the occasional generic pop-up message that aims to keep players engaged with the sportsbook or casino – usually with free bets or free spins.

The majority of players will be familiar with these tactics and are sufficiently smart and savvy to know the sportsbook or the casino brands do this to encourage them to play for longer.

There is nothing wrong with operators taking this approach, but it is boring at best. Retention should be fun and exciting, and there is a lot that casinos and sportsbooks can do to be different to their rivals and add tremendous value to the player experience – value that will ensure they stick around.

How? Personalised gamification.

Gamification has been an industry buzzword for some time now, but few operators have yet to truly incorporate it, and personalise it using data, into the overall player experience. Personalisation is how how operators will unlock the huge potential gamification offers for both acquisition and retention, and ultimately differentiation.

Not only can gamification be used to transform the user experience across multiple touch points, but it can also be used by operators to drive certain player behaviour such as making a deposit or continuing to play even after a run of losses.

Gamification comes in many forms, but at Solitics, we have just launched a new Gamification Module that includes Gamification Widgets with highly customisable mini-games that operators can use to elevate the player experience to boost both acquisition and retention. Mini-games are the perfect gamification tool. They can be combined with promos and bonuses to help the brand connect with the players and build trust.

Because the experience is gamified and highly customised to players’ preferences and playing patterns, operators can guide users’ behaviour in a way that is authentic, allowing them to generate a much higher life-time value from the players than when they are incentivised by traditional or generic offerings.

So long as mini-games can be customised and configured, operators can be smarter in how they bonus and run promos that are far more effective while avoiding overbonusing and overspending.

For example, if you would like a player to log-in each day to claim a daily surprise, instead of offering £5 bonus upon log-in, the operator can engage the player with daily challenges such as ‘login and get a daily surprise’.  During this mission, player will get to spin the wheel to determine his daily prize, and also see an interactive map of his progress. From managing the bonus economy point of view – since the widget is entirely customized by the brand. This actually adds excitement for the player while reducing the bonusing cost for the operator.

Positive, fun experiences also generate advocacy, with players recommending the brand to others.

Personal gamification widgets are also a powerful driver of acquisition, especially when deployed as part of the onboarding journey through game introducing carousels, or spinning a prize wheel to determine the welcome bonus they receive.

Of course, operators need to be able to differentiate through the mini-games they offer to their players otherwise players will once again find themselves swimming in the sea of sameness. This is why we have ensured our mini-games offer unrivalled opportunities for customisation and personalisation including brand colours, content, bonuses configuration, all of which are easy to change.

With Solitics, marketers can choose from a pre-set library of games and customise them, or they can create their own games from scratch, all from a single UI, with no need for heavy development resources.

That said, it’s still important for the right games to be delivered to the right players at the right time and this requires the use of data and segmentation.

Our solution is built on top of the operator’s data house which allows marketers to be incredibly granular in terms of who gets the game, the accompanying bonus, the communication that goes with it and the channel via which it is deployed. This is all done through a single platform and UI.

Despite the potential personalised gamification offers to take the entire player experience to the next level, and for brands to be heard above the noise being made by the competition, the majority of operators have yet to really get behind it.

We believe that our solution is a game-changer here and those that get in the game will be surprised by just how effective gamification can be when it comes to acquiring and retaining players at scale while offering a strong USP for their brand or brands.

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Interviews

Exclusive interview with Steve Rogers – Founder and CEO at Playbook Fusion

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Reading Time: 4 minutes

We recently sat down with Steve Rogers – Founder and CEO at Playbook Fusion and talk about several important aspects that shape the game studios industry.

What made you want to launch a game studio given the incredibly competitive nature of the market?

Because we have identified a gap in the market in which we can offer something truly unique. There is a large audience of players who enjoy sports-themed video and mobile games, and the ownership and skill required to master titles such as FC Ultimate Team, and who also like to place a bet on their favourite sports, teams and players. Right now, there isn’t a game format that brings these two worlds together, but Playbook Fusion is allowing them to collide to provide an entirely new experience that these consumers will absolutely want to engage with.

The addressable audience for our games will be broad but it is currently one that operators are struggling to engage. This goes beyond those who bet on sports to include those who are simply sports fans, gamers who enjoy management format titles and who are light-touch gamblers, virtual sports players looking for ownership over their teams and fantasy sports players seeking round the clock action.

In all instances, our strongest appeal will likely be among the next generation of players – those who are unlikely to walk into a retail betting shop or have a bet on the Grand National, but who are engaging with mobile and video games, social media and streaming.

 

How will you leverage your industry experience to lead Playbook Fusion to success?

I have more than 20 years of experience in the industry, and this has enabled me to amass a deep understanding of key factors required in bringing successful betting products to market, such as regulation, compliance, content deployment and ultimately what goes into making a hit game. I have been delivering RNG sports games to operators for various companies for a long time now and have good relationships with the right people within most of the major tier one and tier two brands, opening up a clear path to deploying our games with the biggest operators in the business. My experience has also taught me what a good game looks like and has allowed me to identify the gap in the market that Playbook Fusion has an ambition to fill.

Where I lack experience or in-depth understanding, I have brought in experts including video and mobile games veteran, Santiago Jaramillo. Santiago has more than 13 years of AAA gaming experience and has previously worked as Creative Director for EA Sport’s FIFA Franchise and was Executive Producer of MonopolyGo! He was also Head of Sports at Dapper Labs where he conceived and created NBA Top Shot, an award-winning, first-of-its-kind product anchored in blockchain technology.

Our complementary skillsets will absolutely be key to ensuring the future success of Playbook Fusion.

 

How will you stand out from your rival studios? How will your content offer something new to operators and players?

The level of ownership, the persistent progression within the games and the ability for skill development that each of our titles will offer will set Playbook Fusion apart from its competitors. We are working on a range of innovative mechanics that will allow players to boost the capabilities of their teams, which in turn will increase the chance of them winning. Gameplay will include acquiring or earning packs that players can open to strengthen their lineup before they decide what kind of contest they want to engage with. There’s really nothing like this in the sports betting space at this point and this strong, clear point of difference is what is already allowing Playbook Fusion to stand out and catch the attention of sportsbook operators.

 

Bringing together the worlds of gambling and video/mobile gaming is a tough task. How have you approached this? 

It comes down to building a team of the brightest minds and creative talents from both industries. From the gambling sector, we have sought to hire dynamic individuals with a passion for sports and who understand what the next generation of sports bettors are looking for. Then, from the gaming sector, we have Santiago and a growing team of designers and developers who have an in-depth understanding of the mechanics behind successful video games. We are bringing the edges of these industries together and creating an environment in which everyone can learn from each other. I truly believe that we have a game-changing concept and with the team we have in place, we can bring it to life and disrupt the industry.

 

Can you share some insights into your first game? What will it look like? How will it play? Who has it been developed for?

Our first game will be a football title. Football is the biggest sport globally and will allow us to hit the ground running with a game that has mass market appeal. It will take the football manager format, with players able to build a team by acquiring and trading players. They can also do things like buy packs and reveal cards that all help in strengthening their team. They then compete with others across several game types including seasons, player vs player and in contests with friends. Players earn points based on the performance of their team, which are posted to a real-time leaderboard. The more points players accumulate, the more league levels they clear and the more rewards they earn. Betting is a core part of the game loop but, unlike more traditional virtual sports games, the bettor will have a much greater sense of ownership over the team they are betting on, just like in real sports betting. We plan to replicate this format for other sports including basketball and cricket.

 

Why should sportsbook operators partner with Playbook Fusion?

Our games will enable operators to generate incremental revenues from existing player groups, particularly Virtual Sports and Fantasy players, by offering a more engaging betting experience on a 24/7/365 basis. Also, our games will allow them to tap into a new, lucrative but hard-to-reach audience. These are not traditional sports bettors, but rather the next generation of customers looking for social, fast-paced gameplay where they can improve and display their skills and strategy with the chance of winning money – the YouTube, Fortnite, tech-savvy generation that will become a sportsbook’s core player base in the coming years.

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Interviews

Exclusive Q&A w/ Vladimir Malakchi, CEO and Managing Partner at Xanada Investments

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Exclusive Q&A w/ Vladimir Malakchi, CEO and Managing Partner at Xanada Investments
Reading Time: 3 minutes

 

From a C-level perspective, what inspired the founding of Xanada Investments and how does it distinguish itself from other investment firms?

Xanada Investments was founded with the goal of creating a unique, high-value investment ecosystem. We wanted to build an investment firm that provides not just capital, but a thriving, interconnected community of visionary leaders and entrepreneurs.

What sets Xanada Investments apart is our holistic approach. We don’t just invest in businesses; we build an ecosystem where each venture supports and enhances the others, promoting mutual growth. We focus on creating long-term value and success for our partners.

We offer more than funding—we provide expert guidance, operational support, and access to our extensive global network. This helps startups navigate challenges, scale effectively, and reach new markets.

 

What specific projects does Xanada Investments focus on?

We believe in creating a diverse and interconnected ecosystem. Instead of limiting ourselves to specific sectors like casinos or providers, or geos, we invest in a wide range of projects. This diversity helps eliminate internal competition and fosters a more collaborative environment.

We see our investments as “smart money” – funds that bring more than just capital. Investing in a variety of companies allows us to offer tailored support and valuable insights to each one. This approach not only broadens our horizons but also ensures that each project benefits from our extensive network and expertise.

We seek leaders and companies who share our values of innovation, collaboration, and excellence. By embracing a holistic investment strategy and fostering a community-driven approach, we aim to build a thriving, interconnected community where every venture has the potential to succeed.

 

What strategies does Xanada Investments employ to help startups scale and enter new markets?

We use a holistic approach based on our core values of collaboration, innovation, and excellence to help startups scale and enter new markets.

First, we provide strategic operational support tailored to each startup’s needs, refining business models, optimizing operations, and developing go-to-market strategies. Our deep market insights help startups navigate fluctuations and seize opportunities.

Our extensive global network connects startups with industry leaders, potential partners, and key market players, facilitating strategic alliances and new opportunities. We also enhance startups’ visibility through comprehensive PR and media strategies, ensuring they gain the attention and credibility needed to enter new markets.

By combining these strategies, we not only offer financial backing but also provide the strategic support, resources, and visibility startups need to scale successfully and enter new markets.

 

What do you look for in potential investment opportunities and partners?

We prioritize the potential of the people behind the projects. Our ideal partners are those who have experience building businesses, regardless of whether successful or not. Experience in successful companies and a deep understanding of their market are crucial traits we look for.

Preparation is key. We value those who present well-structured portfolios and comprehensive project presentations. This initial impression is a great start for our deeper evaluation process, where we focus on several critical aspects:

First, we assess the team dynamics, looking at their cohesion, expertise, and experience. A strong, knowledgeable, and well-coordinated team is essential for overcoming challenges and achieving success. We also seek individuals who not only understand their market but can also anticipate trends and navigate market fluctuations effectively.

We are drawn to visionary leaders who bring innovative ideas to the table. Their ability to think outside the box and drive industry changes is a significant factor. The project must also align with our broader ecosystem. We seek investments that complement and enhance our existing portfolio, fostering collaboration and mutual growth.

 

How do you see Xanada Investments evolving in the next year?

In the next year, we’re planning to invest in about 10-15 projects, with each investment averaging around $1.5 million. Our main focus will be structuring deals and getting everything in place. We want to establish solid processes, get to know the key players in our field, refine our strategy, and build a strong network.

We’re also looking to create a diverse portfolio and boost their visibility through smart PR and media engagements. A lot of startups struggle with media relations, PR, and events, so we’re going to connect with media outlets and PR firms to give these startups the exposure they need.

On top of that, we plan to sponsor and participate in events like startup pitches and industry conferences to help promote our portfolio companies. We’re also excited about creating our own competitions and events to support and showcase innovative startups.

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