COMMUNITY IS A KEY WORD IN BARCELONA

3 October 2007

Marketers are looking increasingly towards community involvement as Web 2.0 develops


Day 2 at the European Interactive Gaming Congress and Expo in an overcast and humid Barcelona has underlined the importance of developing multi-faceted communities in the evolving Web 2.0 marketing environment, and this has been emphasised in one presentation after another by the more than 80 expert speakers assembled for this key industry event.
 
The problem at Clarion Gaming conferences for the industry is that there is an embarassment of riches, with delegates often faced with difficult choices between really interesting subjects and speakers running at the same time but in different presentation rooms.
 
One session which was well worth attending was a presentation on casual games, which can be a powerfully interesting market aid when used to build player interest on a website. 
 
The Malta licensed Game Village is a case in point, and CEO Laurence Gouett, a longstanding developer of the genre, gave a useful snapshot of this fast growing sector where his company produces popular games such as Dingo, Village Inn, Sea Quest and Supergame.
 
Multiplayer casual games can add valuable content to online gambling community sites and are mainly luck based with cash prizes and player to player competitions. Increasing numbers of major industry groups are taking an interest in the sector and its possibilities as the industry evolves from 2 dimensional sites into more entertaining and user input venues.
 
"Casual games should be easy to learn but difficult to master, presenting a challenge to the player that retains his or her attention," said Gouett. Lighting and sound effects together with quality graphics are key requisites, and the 'try before you buy' model has a conversion rate of around 2 percent.
 
Bigger communities provide more interest and dynamism for players, and Gouett says the future will lie in well researched and structured packages that include absorbing and frequently replaced games, entertainment and community action where players can interact and add personal content. This helps build long term affinity and further development.
 
For now, games like Bejewelled, Collapse, Lingo and Zuma are major global hits, with 200 million people around the planet playing frequently - on some major sites up to 250 000 at a time. And that translates into revenues of over $800 million by next year, with FunTech claiming a worldwide audience of 31 million, 75 percent of them of the feminine gender. One game, Cake Media was downloaded for a fee 50 million times last year!
 
Tips for affiliates
 
Chan Poker's affiliate director Brandon Berndt, who is widely experienced in the field and has mentored many new affiliates, warned that the sector is fast evolving and is no longer only content driven. Players are becoming 'banner blind' and the day of the banner farm has passed, replaced with more technology driven 'idea sites' that cater for diverse player needs and the possibility of building communities.
 
In the new world of Web 2.0 that means more support and effort is needed from operators who depend on affiliates for much of their traffic.  Berndt, who regards affiliates as valued customers, gave tips to operators on how best to help develop affiliate sites to bring in the business in an increasingly competitive industry. 
 
Static, stale and 'dead' sites that are rarely refreshed are unlikely to succeed and a slick, professional look and feel to websites with new and diverse content is essential - something that operators with a long term view can help their affiliates to better develop to keep pace with new trends. He singled out the poker industry as a sector in need of more operator attention to the needs of affiliates.
 
Affiliate sites need to pay more attention to specific target markets and localise wherever possible, and operators need to keep affiliates content by ensuring that the backend support for affiliate programs works professionally and quickly, especially in the payments area.
 
Strong image and brand were critical elements, as was the smart use of new technology - again an area where operators should be assisting affiliates, making their businesses more productibve and efficient to increase returns.
 
Ebbe Groes, the CEO of the betting information site Betbrain.com shared the view that affiliates are important, and that community building with user content is the future. In common with several other speakers, Groes pointed to the Amazon site as an example of clever personalisation, and he outlined some ingenious ideas of his own for providing his content on a wider basis by using Google and widget technology - getting users to promote his site by serving them.
 
So far the major bookmaker websites have been slow to catch the community trend and its benefits and cross marketing possibilities. Betfair was more proactive than most, he opined, but improvements were still possible for example by linking user discussions to betting and event information using technology that is already available.
 
And getting it right for the players
 
Yes, betting companies do care what the player thinks!  Presentations by Swedish company Betsson and the UK group Betfair illustrated the extraordinary lengths to which top companies go to ensure that the 'usability factor' has been properly researched and developed before it is made available to the public. 
 
Usability is regarded as a key strategy by top industry companies and is the responsibility of dedicated departments.
 
Bjorn Bergstrom of Betsson and Dr. Louise Croft-Baker of Betfair stressed the importance of a good and intuitive user experience in a competitive industry where the opposition is just a click away.  Both companies go to extraordinarily thorough and scientific lengths - including in Betfair's case the advanced study of eye movement tracking through companies like Bunnyfoot - to build sites that are customer friendly, fast, efficient and easy to use. 
 
Research includes extensive feedback and focus groups and extensive model testing before the software development starts. Getting the 'user centred design process' wrong and having to revise production software is an expensive spur to make sure that games and sites are what the customer wants and are easy to use.
 
Bad use of colour, information overload, difficult navigation or lack of intuitive communication and guidance were all potential pitfalls in design that had to be overcome.
 
Efficient, interesting and player friendly sites generate more revenue, engender player loyalty and create less Support problems, both experts agreed. Bergstrom summed the process up by saying his mandate was 'to make stuff easy!'
 
EiG's Expo showcases a vibrant and active industry
 
Showtime at EiG is always a stimulating event because it brings the leading companies in the online gambling industry into one space, sharing news of current and future games and ideas on the cutting edge of both technology and customer demand. 
 
Online sports live statistics company eNetpulse, which provides up-to-the-minute sports betting information to leading companies like Bwin, Ladbrokes, Betfair, William Hill and Bet 365 was present, showing how this Danish company continues to stay ahead of the technology curve in delivering its online range of products. 
 
Cyprus based Betsoft, which recently inked a mutually beneficial agreement to share games with Electracade presented the new 'Invaders' space alien 5 reel, 15 pay-line slot with bonus rounds and free spins, due for release in November, together with 'Bingo Royale' a multiplayer game to catch the Bingo game wave.  'Treasure Room' is another new feature rich slot offeriing sporting a big game format of 5 reels and 20 pay-lines. 'Shoot the Moon' is a UK pub style game with very impressive graphics, whilst 'The Ghouls' is a scary addition to the company's soft games inventory, along with an intriguing offering branded 'Predictor.'  Betsoft is focusing on building game alliances with poker developers to extend its range, and plans on launching around 2 games a month for its licensees. A new virtual horse racing product is in the works, offering several betting styles including tricast and each way. 
 
Over at the Austrian skill games company Greentube, we were told that the company now has 22 games online in 10 different languages - and is still expanding.  Watch for new card games called 'Romme,' and 'Spider Solitaire' together with new soft games 'Moto Race' and 'Mountain Bike' Challenges, whilst the 4th edition of the perrenially popular 'Ski Challenge' is in the pipeline.
 
XMO Poker, together with sister companies Mahjong Logic and Bet Logic betting exchange were new faces. This Stockholm, Sweden-based group has been quietly developing some impressive looking gambling software for the past two or more years and is now about 2 months away from launch. XMO Poker is a Texas Hold 'Em mobile gambling offering with crisp and beautifully executed graphics and fast performance. The Java-based multiplayer software can also be played on the Web. On the Mahjong product, Jonas Alm said preparations for launch were well in hand on this latest version of the popular Asian game, which can be integrated with diverse online gambling platforms. The software offers various csh game and tournament options, backed by multi-language support, player chat, collusion control and private tables.
 
Casino Web Cam is about to launch its latest 'live over the Internet' game. The latest offering is Stud Poker, broadcast from studios in Costa Rica to CWC licensees, which have grown to 30 sites and counting according to CEO Chris Piche. A partner with Adam Anhang until his tragic murder in Costa Rica some time ago, Piche is well versed in all aspects of the business and is confident that CWC is firmly on the road to success. 
 
Cyberarts always has something new and impressive on its products list at conferences, and Barcelona was no exception. Look out for Chinese Poker aka '13 Cards' which enables external bets and is a popular Asian version of poker, due for release soon.  The company also plans a tournament enabled Blackjack Live product soon.  Backgammon Chouette, in which community players can get involved has been performing well following its recent launch, and the company's formerly 'no royaltys' business model is more flexible now. Advergaming through the Score Media network continues to deliver good results.
 
One of the largest and slickest expo stands was that of Microgaming, which featured the heavy-hitter 'The Osbournes' and the sophisticated 'Hitman' slots and much commented on innovatrve features.  MGS used the show to launch its new multi-featured online poker lobby (see previous InfoPowa report), and Dream Bingo, clearly addressing the growing demand for bingo action and variety.
 
Players have been impatiently waiting for months for Wagerwork's online version of the IGT hit slot 'Elvis Multistrike' to arrive, and we were told it would be available in November, probably together with previously reported new games like Texas Tea, Mega Jackpot Cluedo and Monopoly, Texas Hold Em Bonus Poker and 'Enchanted Unicorn'. Commercial director Tom Kenny, newly arrived from rival Cantor Gaming was active on the stand.
 
Kim Lund, Poker Manager at Ongame Network was proud of the trial performance of his companys new heat tournaments software on the giant network, which has up to 30 000 players online concurrently at times.  The software was given its first run on a major tournament over three days and performed flawlessly, opening up many possibilities for online heat events spread over days instead of long-running endurance matches. Ongame has enjoyed a great year, recouping the player losses when it exited the United States due to the UIGEA by diversifying into other geographic markets. This has entailed a renewed focus on localisation and what looks like the birth of a massive community - The Ongame Zone.com site which provides a meeting ground for skin operators and players alike.
 
There are some exciting and very different looking browser based slots on the way from Swedish provider Net Entertainment in the form of 'Pacific Attack' and 'Crusade of Fortune' with promotion posters looking almost like shoot 'em up offerings.  Pacific Attack, a 5 reel 15 pay-line quality video slot ingeniously combines almost 3D 'Battleship' like elements in its bonus structure, together with a choice of WW2 aircraft and has all the hallmarks of a major hit. Crusade of Fortune has swordfights, fearsome orcs and some really impressive graphics on a 5 reel 20 pay-line platform replete with free spins and bonuses.  Look for these later this (October) month from this prolific game developer, which promises that there are more such innovative themes under development or already in the pipeline.  The 'premium product' Pro Series Blackjack  and Roulette recently launched by the company are apparently proving successful and attracting a significant following.
 
Another Swedish company, 24hPoker has plans for a land gambling presence it appears with the display of its touch screen poker console presenting games from the Internet. The group has teamed up with Stockholm-based Connected Table.com in the venture which could present new business opportunities for casinos and clubs.Opponents can sit opposite one another at the console, or play against internet players from the table. On the more conventional online side, 24hPoker will be introducing a Caribbean Stud tournament-capable offering later this year.
 
Orbis Openbet has been much in the news this year, signing up some impressibe licensees for its management and gaming Internet system. The company has embarked on an energetic games development regime that has seen some 20 games released over the past few months, and this intensity will be a feature going forward, says PR manager Tamara Callander.  'Super Star DJ' is an impressive new 9 line 5 reel slot , and the company has produced special feature games tied to key topical events such as the 'Odd Shaped Ball' slot to mark the Rugby World Cup currently unfolding in France.  The game even features famous fly-half Jonny Wilkinson! New Flash-based games will include MP3 player capability and detailed customising features. Ladbrokes is using the new Backgammon software, and Sky TV is presenting the Orbis Openbet poker on interactive TV, extending its reach. Orbis has recently inroduced 'Package' releases of its latest games, making an extensive range of content available from Casino and Fixed Odds modules. The launch of a new Orbis Customer Lounge website is also imminent.  This will provide a dedicated secure web area  for customers to play old and new games and access information from the company around-the-clock, and there are major plans for its future development. Keeping pace with the fast growing business, the company now employs over 170 people. 
 
New games with space and adventure themes are also shaping up from e-get, which serves mobile, casino, lottery and bingo licensees.
 
Boss Media has some very exciting and innovative developments, including a new way of slot playing that does away with pay-lines in favour of an innovative 4 step bonus travel track to rewards. 'Lost City' has stunning underwater graphics that are tops even by the traditional Boss quality standards. The 5 reeler represents a new approach to slot playing, whilst retaining popular elements like bonuses, free spins and autoplay. Just out is 'Mystic Fortune', a more conventional, feature rich 5 reel 15 pay-line offering, and soon to come is 'Tumbletons' a 5 reel 15 pay-line cartoon based game. Other recent additions to the inventory include 'Amber Sky' and 'Fortunes of Egypt' (both 5 reel 25 pay-lines)  Boss Media are also upping their Bingo effort with a new version currently in launch phase with 2 licensees and featuring multi-currency jackpots and highly customisable and flexible appearance. The new product is packaged with Flash-based side games like scratch cards and slots, and is backed by soon to be extended multi-lingual support in Spanish, English and German.  The company's existing relationship with the Gibraltar-based St. Minver white label provider is clearly strong, with the latest Boss Gaming Management System offering one account gambling due to be made available to St Minver towards the end of 2007.
 
Playtech seems to be focusing increasingly on Asian facing games, and is clearly making determined inroads and significant investment into that challenging market, along with other international efforts. Local suppliers, Support and networks are part of its ambitious strategies, and new offerings include Cho Dai Di and 13 Card Poker. The iPoker network continues to grow following the infusion of new players from the Tribeca acquisition, compensating for the losses caused when the company pulled out of the USA post-UIGEA. Development of exclusive games continues apace - the Beach Life progressive jackpot is now at $4.8 million after fast growth from launch, and 'Alien Hunter' and 'Wild Vikings' are both performing to expectations. 
 
Cantor Gaming's attention is split between conventional online operations, where it is implementing a new business model that will restrict white label contracts to major companies (a significant UK entertainment group will soon be announcing a deal) 'We're picking out partners in this area very carefully,' says CEO Manu Gambhir, who is looking at a seperate and innovative product to service the smaller operator. The company, which holds licenses from Malta, Alderney and Nevada is progressing slowly but thoroughly in its other area of interest - US casino on-site hand-held gambling which has had to pass stringent tests and continuing trials by the Nevada Gaming Board. The company has also identified some interesting verticals for future business targeting and is developing new games and content with an eye on industries such as the financial and cultural sectors. With a timeline of 18 to 24 months, there are unlikely to be any immediate fireworks in this project, but it is an innovative approach.

And in other news:

Online Casino News courtesy of InfoPowa