Are Crash Games the perfect acquisition and retention tool?

We sat down with, Thomas Smallwood, Head of Marketing at ESA Gaming, to find out more about Crash Games

With the easy-to-use aspect, are these products great to bridge the gap between straightforward betting and quick resolution results?

Crash games are a great way to bridge the gap between a traditional gaming experience and quick resolution results. They are simple to understand and easy to use, which paired with the quick game times make them perfect for those who are looking for a fast-paced gambling experience. Players can get in and out of titles quickly, equipping operators with the ultimate cross-selling tool.

In addition to being quick and easy to play, crash games also offer a unique gaming experience. The fact that the multiplier can crash at any time adds an element of excitement and risk that is not found in other types of products. This can make crash games appealing to players who are looking for a more ‘edge of your seat’ experience.

The gamification factors of crash games can also add to their appeal. For example, the use of progressive multipliers can create a sense of anticipation and excitement as players watch the multiplier increase. Additionally, the use of themes can help to make crash games more engaging and immersive. Popular themes, such as those found in traditional slots, can be particularly appealing to players. We released our first crash-style game, Rocket Racers, in October last year, and we have plans to release our second title in the coming months, with a theme that’s proved to be highly popular over the years.

Do we see more cross-sell from bettors than the casino space?

I would say that up until now, this has largely been the way and this has been a key focus in our strategy. Our EasySwipe™ portfolio is designed with sports bettors in mind so there is a natural affinity with the games which aids this cross-selling as they share some of the same appeal as sports betting. Additionally, crash games can sit within the sportsbook and can be offered alongside sports betting on the same platform, which makes it easy for players to try them out.

However, it is important to note that crash games are also popular among casino players. The simple gameplay of the vertical makes them accessible to a wide range of players, and the potential for big wins can appeal to all demographics.

We have experienced operators using our games, and importantly our EasyBoost™ Money Drops, to cross-sell from casino to sport. Many of our non-traditional games, such as the popular Mine Games and simple slots, have been designed with the sports bettor in mind so they present an easy entry point.

Is crash more appealing to traditional sports bettors than a new generation of players raised on video games?

Crash games can appeal to both traditional sports bettors and the new generation of players raised on video games. For the former, crash games offer a new and exciting way to gamble that is still familiar to them. The gameplay is simple and easy to understand, but there is still an element of risk and excitement that can appeal to traditional sports bettors. We’ve seen this with some of our partners operating in Africa, which is very much sports betting driven.

For the new generation of players, crash games offer a simple and easy-to-understand gambling experience that is perfect for those who are new to the industry. The gameplay is similar to that of many video games,  and the common result of multiplayer games provides transparency for all players. This, combined with chat features and emojis, ensure a real community feel to the genre, and people are really buying into these shared gaming experiences irrespective of demographic.

Does crash help with acquisition or is it more a retention tool?

If a crash game is successful, it can be both an acquisition and retention tool. On the acquisition side, crash games can be a great way to attract new players. The simple gameplay and quick resolution times make crash games a low-risk way for players to try for the first time. Additionally, the high volatility of crash games means that players can win big, which can be a great incentive for new players to keep playing.

On the retention side, it comes down to how engaging the crash games are. The high volatility of crash games is very appealing and the simple gameplay makes them easy to use, which means that players can quickly get straight into the action, making them a great option for keeping existing players engaged.

I think the next challenge is to build on what has been seen and perhaps be innovative in creating new crash style games with added features that further enhance them as long term retention tool.