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It’s all about community spirit
Giorgi Tsutskiridze – Chief Commercial Officer at SPRIBE, says operators must stock their lobbies with games that deliver social interaction if they are to engage the next generation of players and future-proof their businesses
If operators want to future-proof their brands and businesses, they need to focus on engaging Millennial and Gen Z players. Why? Because this demographic often represents the largest audience cohort in the majority of markets from the UK to LatAm.
In the UK, for example, more than 30% of gamblers are aged between 35 and 44 while in Brazil, Millennials make up more than 34% of the population and 50% of its workforce.
These players are the next generation of online casino customers, but their preferences are different to those that have come before them. And not only in terms of the games they play but in how those games are played, especially when it comes to interacting with others.
This has seen operators stock their lobbies with non-traditional content in a bid to provide the entertainment this audience is seeking. This includes things like mines, dice, hilo, plinko and of course crash games.
But offering these games alone is not enough. To really engage this hard-to-reach but lucrative demographic, they need to be wrapped up in deeply social experiences that allow players to connect with others and enjoy shared experiences.
This needs to be baked into the gameplay itself, which is why the crash format has been such a runaway success. These games are simple in nature – Aviator takes the increasing curve format – and, more importantly, multiplayer.
Keeping the game simple makes it easy to understand with players unwilling to waste time and money learning a new format. In addition, by giving players control over when to cash out, they have a sense of ownership over the outcome.
This is hugely important to Millennials and Gen Z players, many of whom grew up with connected video games where they had ultimate control over their destiny.
The multiplayer element is a must, too. This creates a community around the game with players able to post their scores on the real-time leaderboard and compete with others. This really cranks up the competitive spirit inside all of us.
But multiplayer formats and live leaderboards alone are not enough to provide the social interaction next-gen players are seeking and this is why we include a chat function in Aviator.
This is where the community really comes together with players sharing big wins, strategies and general banter about the game. We’ve also built a promotional feature, Rain Promo, that allows players to share free bets within the chat – making it “rain” down for other players.
Another highly effective social interaction feature is group bets, which we recently rolled out. The idea behind this is to encourage players to join forces with their friends and compete for a share of the “community wins”.
Joining group bets is super easy – players can see active groups or friends who are about to place a bet and then join in if they like via a single click. The feature has been integrated into the game interface so it’s really accessible and easy to use.
Once in a group bet, all participants share the outcome which means the game’s payout is divided among the group based on the amount each player has bet. This delivers social interaction in spades and also brings another strategic element with players discussing when to cash out collectively.
While savvy operators will look to games such as Aviator to acquire Millennial and Gen Z players, they are incredibly effective when it comes to retention, too.
The community these games foster encourages players to return time and again. Not only that, but players share their wins and engagement on other channels such as social media which in turn drives customer acquisition.
It must be remembered that Millennials and Gen Z have grown up with technology at their fingertips and are very accustomed to interacting online through social media and multiplayer mobile gaming. This has made them value experiences that can be shared and are communal.
This is the opposite of what online casinos have traditionally offered, with most players in solitude and simply hitting spin and waiting to see if they win. The rise in non-traditional content hitting game lobbies suggests operators understand this and have reacted to the change in preferences.
But that alone is not enough. Ultimately, operators need to offer games where social interaction and community spirit are at the heart of the player experience. Those that do will be able to acquire and retain players at the scale needed to future-proof their brands and businesses.
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7-Eleven selects Jackpot.com as their official lottery partner
Online Lottery Courier Service Jackpot.com Announces Exclusive Collaboration with 7-Eleven, Inc.
Jackpot.com will serve as the official lottery courier service of 7-Eleven, Inc., initially launching in Ohio and Massachusetts
Jackpot.com – the online lottery courier service that allows consumers to purchase official state lottery tickets on their phone, tablet, or computer – announced today an exclusive collaboration with 7-Eleven Inc., the largest convenience store chain in the world, to serve as their official lottery courier service.
As part of the collaboration, 7-Eleven customers in Ohio and Massachusetts will be able to sign up and play lottery games and scratchers on the Jackpot.com app or website. The program will initially be launched in over 600 7-Eleven and Speedway stores in Ohio and Massachusetts, with a special launch promotion that gives 7-Eleven customers a free lottery ticket on their first deposit by using promo code, “7Eleven”.
“We’re thrilled to work with 7-Eleven, the leading retailer of lottery tickets in the country,” said Akshay Khanna, CEO and co-founder of Jackpot.com. “Leveraging our technology and innovation, we can provide additional convenience for their customers, while adding an additional source of revenue. A true win-win relationship for all.”
By launching in Ohio and Massachusetts in 2023 and 2024, respectively, Jackpot.com aims at adding another avenue for player convenience with one of the most widely recognized brands in the convenience-retailing space. With a presence in Ohio, the nation’s seventh-largest lottery market, and Massachusetts, whose state lottery produced $1.2 billion in net profit for the Commonwealth during the 2024 fiscal year, Jackpot.com’s collaboration with 7-Eleven represents an added layer of accessibility for players.
Jackpot.com remains committed to responsible play and has significantly invested in protocols by allowing customers of legal age to set spend limits and limits on daily deposits, all while providing access to local and national responsible gambling resources, self-exclusion, self-suspension and automated notifications that offer help should problematic behavior be detected. Jackpot.com is also the only lottery courier service to launch with an iCap certification from the National Council on Problem Gambling.
To learn more, visit jackpot.com. First-time users can also download the official Jackpot.com Lottery App on the iOS or Android App Stores, where available.
eSports
The World Esports Summit 2024 Is Here!
The IESF World Esports Summit returns this December to Busan, South Korea. Hosted at the Busan Esports Arena (BRENA) from December 5-6, the Summit will bring together prominent figures from Esports, global brands, government officials, and sports executives for a deep dive into the current Esports trends, its rapid transformations, and future challenges.
This year’s theme, “Building Bridges, Not Barriers, Through the Power of Esports,” will highlight the role of Esports in uniting cultures, ideas, and industries. Under the slogan “We Empower Success,” the
Summit provides a great platform for Esports experts to engage in meaningful discussions and sessions, sharing their insights on trends and presenting forward-looking ideas for our industry.
The event, strategically timed at the close of the competitive season, presents a perfect environment for reflection on the year’s biggest events, industry shifts, and the next steps for Esports. Attendees can follow the expert’s perspectives on topics like:
- (R)Evolution in Esports
- East Meets West
- Esports Integrity: The Role of Referees
- The Rise of International Esports Competitions
- (In Korean) Korea’s Secret Sauce etc.
Also, featured at this year’s event are the IESF World Esports Training Camp and the World Esports Referee Academy.
These are very important IESF programs that are aimed at advancing the skills and professional standards of the next generation of Esports leaders.
Join us in Busan for two days designed to inspire, connect, and empower the international Esports community.
Registration for the World Esports Summit is free and open to all interested attendees.
To register, please complete our online registration form: iesf.formstack.com/forms/wes2024_participation_registration
See you in Busan!
eSports
Akhil Sarin CMO at Easygo named as key note at ICE Esports Conference
Clarion Gaming has confirmed that Akhil Sarin CMO at Easygo, the technology powerhouse behind the success of global brands Stake and Kick will headline the Esports & Games Conference (EGC) taking place on 21 January as part of the ICE Barcelona experience. As a key member of the executive team, Akhil Sarin has been instrumental in securing the high-profile partnerships that have accelerated Stake’s growth, including the Stake F1 team, UFC, Drake, and Premier League Everton FC.
Through these strategic alliances he has amplified Stake’s brand presence at the same time as creating unique, immersive player experiences, in the process setting new industry benchmarks.
Announcing the high profile speaker Will Harding, Head of Esports at Clarion Gaming said: “Securing Akhil Sarin as EGC key note at ICE Barcelona represents a remarkable opportunity for our attendees to gain invaluable insight into cutting-edge strategies in digital and influencer marketing .
“Akhil’s expertise with Stake and Kick.com embodies the forward-thinking, innovative approach that defines the digital marketing landscapes. His participation underscores the calibre of knowledge-sharing that we are committed to delivering at ICE and he is sure to both inspire our attendees and elevate their strategic perspective.”
Looking ahead to ICE Barcelona, Akhil Sarin stated: “Collaborating with Clarion Gaming at ICE Barcelona is an exciting opportunity to showcase Stake’s journey and continued focus on bold partnerships and creative marketing strategies that resonate with audiences.”
He added “The EGC is a vital platform for exchanging transformative ideas and shaping the future of gaming and entertainment. I look forward to discussing Stake’s vision and collaborating with industry leaders to inspire growth and innovation across the sector.”
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