Katya Machuganova, Gaming Product and Partnership Manager at Silverback Gaming, says understanding player preferences is more important than innovative formats and shiny mechanics when it comes to creating games players actually want to play
Online casino players don’t fit into a single cohort or group.
There are lots of different player types with preferences impacted by factors such as gender, age experience level, risk appetite and even where they live.
Studios must have a deep understanding of these factors and how they impact preferences to create games that hit the mark – ignore them, and they risk producing games that fail to resonate.
Let’s take a closer look at these factors and how they influence game development.
Gender – do males and females want the same things?
In a word, no.
Male players tend to prefer competitive and skill-based games like sports betting, poker and crash. They are drawn to strategy, fast-paced action and games with an element of control.
Female players, on the other hand, often lean towards slots, bingo and social casino games. They enjoy narrative-driven experiences, progressive jackpots and community engagement.
Generational differences can be significant
Gen X players (born between 1997 and 2012) demand instant gratification, social gaming and interactive play which is why traditional slots don’t really excite them.
Instead, they prefer crash games, esports betting and arcade-style gambling like mines, hi-lo, plinko, etc which in part explains the rise in demand for non-traditional content.
Millennials (born between 1981 and 1996) enjoy a mix of traditional and innovative games. They respond well to gamification and skill-based gambling and like social experiences.
Gen X and Boomers (born before 1980) are loyal to classic casino games and prioritise trust, ease of play and familiar formats. They are less receptive to experimental mechanics.
Not all players like to take big risks
There is a large cohort of casual players who prefer low-stakes, high-entertainment games like bingo, classic slots and social casino.
These games are all about simple mechanics, engaging visuals and regular but small wins.
On the flip side, high-risk players love high-volatility slots, table games and high-stakes poker. They are willing to take bigger risks but expect bigger rewards in return. They also like strategic gameplay.
Player location impacts preferences, too
So, what matters to players, where?
In North America, sports betting and slots dominate but crash games are gaining ground.
Europe is slot-heavy but with a preference for table games and poker in Scandinavia. Table games like Baccarat are also big in Asia with live dealer becoming increasingly popular.
Latin America is a fast-growing market driven by mobile gaming, sports betting, esports and any game format that offers tons of social interaction.
In Australia and New Zealand, players tend to stick to pokies (slots) and sports betting, favouring a seamless mobile experience over innovations.
It’s important that studios first understand these preferences and second have a clear target audience in mind for each game they develop.
If you don’t have both of these in place, a game is doomed to fail.
Passion projects that get no love
In their quest for innovation and differentiation, we are seeing plenty of studios commit to passion projects focused on breakthrough mechanics and never-seen-before formats.
Studios need to push boundaries, but too many are losing sight of player trends and preferences as they become caught up in what they want to create.
Even if you think you have come up with the next Megaways, it’s important to scrutinise your idea and hold it against known player preferences and data.
If a mechanic is too complex players won’t love it like the studio does. Ultimately, players are reluctant to spend time (and money) learning something new.
They know what they like and while some are willing to dabble with experimental mechanics, the vast majority don’t engage with experiences that move too far from the core gameplay they enjoy.
Don’t fear failure
This doesn’t mean studios should shy away from trying something new – quite the opposite – nor should failure be feared.
Failure can be a powerful learning opportunity so long as the data is analysed and understood so that similar mistakes are not made again.
The sweet spot for studios is to strike the balance between tradition and innovation, so producing games they know players will love plus those that move the needle a little.
Of course, some players are drawn to more innovative mechanics and formats – I’d go so far as to say a small cohort actually craves it, especially, younger, risk-tolerant players (your Gen X cohort).
Others prefer familiar experiences with small but meaningful improvements (your Millennial cohort) while others really aren’t interested in anything experimental (your Boomers).
This is yet another example of why knowing your players is so important and why ultimately, studios need to broad portfolio of games with each designed to appeal to a specific cohort.
Operators rely on us to provide them with content that resonates with all of the different player demographics and groups that connect with their brands.
And while shiny new mechanics make headlines, ultimately, it’s about whether players want to engage with them or not.
For Silverback, knowing what different players look for means we can create games that not only meet but exceed their expectations and this keeps them, and our operator partners, happy.
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