David Natroshvili, Managing Partner at Spribe, says developers must create content that combines elements of social, video games and online slots if they are to engage millennial players
Online casino game developers have spent several years trying to create games that appeal to the lucrative millennial demographic. This has spawned several interesting concepts and formats, but to date nothing has tapped into their psyche and delivered the experience they are seeking.
Developing games for these players requires a new approach and the result needs to be an entirely new product. This demographic has been brought up with the internet and mobile devices, and their expectations of an entertainment product are different to a traditional slot player.
Spribe is meeting these expectations with the next generation “smart” games that combine elements from mobile/video games, social media and online slots to deliver a unique and compelling experience to Generation Y players via the mobile devices they are often inseparable from.
To do this, games need to be mobile first with a simple UI, have social elements, offer multiplayer play and deliver fast game sessions. Our flagship title, Aviator, is a great example of how all this must come together to become a game that millennials will want to play.
A so-called increasing curve game, Aviator offers multiplayer play through a simple user interface and uses clever mechanics to allows players to be in control of the game. In short, they must decide when to cash out their winnings, building incredible levels of anticipation and excitement.
It is truly unique and has proved to be hugely popular with operators in markets around the world.
Indeed, we believe that social elements in online casino will become more significant over the next few years. Players are interacting with products in new ways, and they are living in a world where social elements are at the heart of more and more entertainment options.
Game developers and operators must embrace this if they are to drive Generation Y players to their titles and casinos. We are already doing this with Aviator, which features a live chat option so that players can speak to each other while playing the game.
The good news for operators in the UK and Malta jurisdictions is that they can now offer Aviator and our other increasing curve games after Spribe secured licences from the Gambling Commission and the Malta Gaming Authority at the start of the year.
This was a major breakthrough from us but also operators in the UK and Malta jurisdictions as it allows them to offer our games to players for the first time. Since securing our licences, we have signed major deals with Tier 1 operators.
Spribe is not just looking to drive innovation in the casino game space but with other verticals such as poker. We recently debuted our modern poker product with Adjarabet, who is offering our poker games to its players in Georgia on an exclusive basis for several months.
With our poker product, we have applied the elements of social media, gamification and enhanced engagement that Aviator and our other Turbo Games benefit from. For poker, this includes missions, personalised gifts and a generous loyalty scheme.
We believe we have found the formula for developing casino content that meets the unique preferences of millennials and that can help operators leverage this hugely lucrative demographic with a portfolio of games that hit the mark.
We have some incredible games and products in the pipeline that we believe will set the standard for the next generation of online casino content and we can’t wait to share them with you.
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