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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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Amusnet Teams Up with Betcity.nl for Market Expansion in the Netherlands
Amusnet proudly announces its partnership with the Netherlands operator Betcity.nl, marking a key step in strengthening its presence within the Dutch market. This collaboration combines Amusnet’s dynamic gaming content with Betcity.nl’s established reputation for providing exceptional online experiences to Dutch players. The partnership promises to offer an enriched gaming selection while maintaining the highest compliance standards in the Netherlands’ regulated market.
“Teaming up with Betcity.nl represents an exciting and strategic opportunity for Amusnet to bring forward our portfolio to the Dutch market in collaboration with a trusted local brand. We are motivated to jointly enhance the gaming experience with high-quality content that aligns with local players’ preferences,” said Dimitri De Temmerman, Managing Director Amusnet BNL.
Balkans
BEGE celebrates 15 years as Eastern Europe’s premier gaming expo
The most significant event for the gaming industry in Eastern Europe – the Balkan Entertainment & Gaming Expo (BEGE) – will bring together leading companies, innovators, and industry representatives on November 27 and 28 for its 15th-anniversary edition. In celebration of this milestone, the organizers have prepared numerous surprises and special awards.
Once again, BEGE will offer a rich program, uniting industry leaders, investors, and successful entrepreneurs to share ideas, technologies, and inspiration. Visitors will have a unique opportunity to explore the latest gaming technologies, try out innovative solutions, and enjoy impressive demonstrations.
Traditionally, the first and second days of the event feature the EEGS conference, where internationally recognized speakers will present analyses and discussions critical to the development of the gaming industry. Special panels will provide a platform for leading gaming experts to discuss the future of the industry, emerging trends, and initiatives promoting responsible gaming practices.
For the first time, BEGE will welcome startups, offering them the opportunity to participate in Gaming StartUp Challenge 6.0. This challenge provides a unique opportunity to meet with key industry figures. The most promising startups will be recognized and granted invaluable access to the experience and insights of industry leaders.
As always, the exhibition begins with the BEGE Awards ceremony, a symbol of recognition for innovation, outstanding achievements, and success across various sectors of the gaming industry, with awards such as “Online Provider of the Year” and “Online Game of the Year.” The awards will be presented on November 27 at an elegant dinner at Black&White club in Sofia’s Grand Hotel Millennium.
A key highlight of the program is the Proximity Zone, providing companies with additional visibility through live-streamed interviews and product presentations with leading global brands and experts.
BEGE is a must-attend event for anyone with an interest in the gaming industry. This year, more than 80 exhibitors and over 6,000 visitors from 70 countries are expected, making it a place where the passion for gaming and innovation meets business opportunities.
Latest News
AC MILAN AND SPRIBE ANNOUNCE NEW PARTNERSHIP AND WELCOME AVIATOR AS THE CLUB’S OFFICIAL CRASH GAME
Aviator, SPRIBE’s revolutionary game, becomes the Official Crash Game of AC Milan
AC Milan is pleased to announce that, starting from the current season, the global iGaming provider SPRIBE officially joins the Rossoneri family, with Aviator as the Club’s Official Crash Game Partner.
Since its market debut in 2018, Aviator has established itself as a popular phenomenon, becoming the number one crash game worldwide with over 42 million monthly active players globally.
The partnership between AC Milan and SPRIBE combines the adrenaline of football with the dynamic gaming experience, offering fans – especially younger demographics – new opportunities for entertainment and a closer connection to the Rossoneri world.
Maikel Oettle, Chief Commercial Officer of AC Milan, stated: “We are thrilled to welcome SPRIBE and Aviator into the Rossoneri family. This partnership is built on the ambition to connect with our fans in fresh and engaging ways. Together with SPRIBE, we aim to offer our supporters an experience that combines the thrill of the pitch with the excitement of gaming, reinforcing the bond between our Club and Rossoneri supporters worldwide.”
David Natroshvili, CEO of SPRIBE, added, added: “We are pioneers in the crash game format and among the development teams forging significant marketing partnerships with organizations and sports teams, like this agreement with AC Milan. This partnership will help Aviator take off in the Italian market, increasing the game’s visibility among Rossoneri fans worldwide. The partnership with AC Milan, following our agreement with UFC, represents a major milestone, further establishing our presence in the sports world.
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