The development of iGaming products is one of the branches of the gambling industry, which has great significance and is often discussed in iGaming business news. Games are what attract customers to online casinos, retain them, and are a core of the business.
Nikolay Illiustrov, a Game Producer at Playson, has answered the most popular questions about game production in the gambling industry. Read the interview to find out about the crucial aspects of iGaming products creation.
What are the main challenges for game production in the gambling industry? What are the common myths about this vertical?
Game production is a very challenging area within the industry. What makes it so difficult is the variety of different devices and browsers that players use to access games. With technology continuously advancing and more options being created for players, it increases the difficulty for producers and developers in gaming.
For example, you can build a game, which has mechanics and mathematics that are suitable for portrait mode, but how can we translate this to other platforms? Each option brings its own specific set of challenges. In order to overcome this, you need to be adaptable enough to take on board this technological change.
The iGaming industry can’t stop surprising both the market participants and customers with new products. How to remain competitive in terms of a robust product line?
Alongside a regular flow of new games, it’s important to maintain a presence in multiple jurisdictions in order to be a successful and leading slots developer in today’s marketplace. Like adapting to different platforms when creating games; when supplying them you must similarly adapt to different market trends, audiences and regulations.
Please complete a sentence: “A high-quality iGaming product is …”
The one that makes a player happy and willing to return to play over and over.
In your opinion, what games will gain popularity in the market in 2022?
I believe the games that will be most popular in 2022 will be those that offer instant gratification within shorter gaming sessions. Games that offer a range of excitement in a short amount of time, that have a high frequency of bonus features, are becoming increasingly popular with players. In turn, this also means that bonus buy features within volatile games are becoming a necessity. Simply put, there’s a significant number of players who do not want to wait long to experience a game’s key features.
Let’s talk about data analysis in game production. What data are the most crucial while creating a new game?
A data-driven approach when producing a game is key, as it gives us a deeper understanding of how to make a great game that stands out. This is particularly true when entering a new jurisdiction, where player data can provide valuable insight as to how certain games perform. We can then provide that knowledge set to the operator, which can adjust its own games offering. It is important to research the market vigorously and understand more about the audience that you’ll be creating the game for. Our BI team does a fantastic job at analyzing player behaviors and showing what products people actually want to play.
Having a strong understanding of the market and players is key when it comes to making a product that becomes successful. Constantly analyzing data allows us to hit our targets and please a wide range of players in several markets.
Gaming and gambling are activities, which have many similarities. What features make a product related to the gambling industry? Of course, except for the opportunity to play for money.
The importance of gamification has grown in recent years, especially as the industry aims to attract the next generation of players who are familiar with traditional gaming content. Tournaments are a staple of gaming content and have been successfully adapted for use within the online slots environment. Now, these types of promo features have become a necessity. The ability to win real money prizes and compete against other players has resonated with a wide range of players.
What features should a successful iGaming product have to skyrocket in the market?
Overall, every slot is going to be unique in its own way, explaining their popularity and reasons for success is difficult due to the wide range of factors that come into a player. However, there are some fundamental features that make a good game, following these should ensure success.
Must-have features include a clever math model that delivers excitement within the gameplay and attractive win potential, along with eye-catching art and immersive sound effects. These are the main pillars to focus on when creating a successful iGaming product, combining these with unique features and classic or bespoke casino themes just adds to the quality.
In addition, we firmly believe that delivering promo tools alongside the core gaming experience helps to elevate the player journey.
Read more: Best iGaming Aggregators
