Interviews
Exclusive Q&A with Rhydian Fisher, CEO of Instant Win Gaming
Rhydian Fisher is CEO of Instant Win Gaming (IWG), the leading provider of instant win style games to lotteries, commercial brands and platforms in the digital lottery and online gaming sectors. Following the launch of the company’s games with the New Hampshire Lottery, we had the opportunity to speak to Rhydian about recent developments at IWG, the expanding market for digital eInstant lottery games, and in particular the US Lottery opportunity.
Gaming Americas: Congratulations on your games going live with the New Hampshire Lottery. For some background, what are digital eInstants and how will they enhance the lottery’s online offering?
Rhydian Fisher (RF): Digital eInstants as they’re called in the lottery world, or instant win games as they’re often referred to in the commercial gaming world, are a category of online wagering games where the interactive fun is the primary focus. In a general sense, whereas online casino games are all about the chance to win with some interactive fun, eInstants are all about the interactive fun with some chance to win. This differing orientation is really the root of it all. Typical casino players are motivated by the thrill of staking money, and the corresponding volatility of winning and losing. On the other hand, typical eInstant players are, first and foremast, seeking some casual entertainment but love the idea that they might just win some money. This difference very much mirrors casino versus lottery entertainment in general.
To players, eInstants are casual in style, and often really simple to play. However, designing games with these characteristics, yet deliver sustained engagement, is anything but simple. Here at IWG, we have a 20-year history of developing exclusively digital eInstants. No one else has been so solely focused on this in the dedicated way that we have. And, when you have the opportunity to devote consistent focus to one category of games over a such a sustained period of time, you get amazingly good at building them. Today, we proud to be able to say that we’re the best in the world at it.
In New Hampshire, we’ve made a strong start by launching a range of eInstants including New Hampshire Cash Expander, a localized title that tailors our popular Cash Expander mechanic specifically for New Hampshire players. Through previous experience, we know that localized games really resonate with players and we’re expecting the latest title to be a big hit.
Gaming Americas: What is the state of the eInstant lottery market today?
RF: We were fortunate to get involved with this category early on, and it’s certainly been an evolution. In the very beginning, circa 2000, a few lottery operators, like Camelot in the UK, were launching online sales, and were looking for digital games that paralleled their retail instant ticket games. Back then, we had no experience in this, but neither did anyone else, so we set-up shop, started imagining how these games might play, and then jumped in and began building them. From there it’s been a continuous process of iteration. We develop a game, we release it, we analyze the resulting data, we apply what we learn, and we develop the next game. We repeat this process over and over – it’s pretty straight forward. But, it’s culmination of 20 years of learnings that make our games authentic.
The lottery market has become our core focus. Today, we provide eInstant games to 23 WLA/NASPL member lotteries around the world. More and more lotteries are setting up ecommerce channels for what has predominately been a retail-only sales model. We expect this trend to continue. In the US, for example, lottery is a $90 billion per year category, and instant games represent more than 65% of this. Therefore, as these lotteries launch online sales channels, it is very necessary that they have digital eInstants to offer their players.
Gaming Americas: How does managing an eInstant portfolio compare to managing a retail instant portfolio?
RF: There are many similarities, but the demands of the internet channel means that everything is accelerated. One of the more obvious examples is the percentage of prize payout. In the US, a typical retail instant game will have a prize payout of 65% – 80%. This has proven to be optimal for a product that can only be purchased by players during their periodic trips to a retail outlet. However, the addition of an internet channel means that games can be now be purchased wherever and whenever. This translates into much higher play volume, and to be fair to players, this higher play volume must be supported with a higher prize payout. As a result, a typical online eInstant game will have a prize payout of 80% – 85% or more.
A less obvious, but equally important example, is frequency of game launches. Lottery players seek out games that are casual to play. At the same time, they are particularly drawn to the newest titles. With retail instants this might mean a roadmap of games with new launches on a monthly basis. In the internet world, the time dimension is much faster paced. A typical eInstant roadmap will plan a two-week cycle between game launches for most of the year, supplemented by weekly launches during peak seasonal periods.
For suppliers, it helps if you have a culture that thrives in complexity. Across the 23 lotteries that we supply around the world, we’ve never ever delivered the same game twice. There are always custom elements required for each delivery which will range from game theme to prize math to style of outcome engine to a myriad of other factors. The bottom-line, in the lottery sector, non-standard is the standard.
Gaming Americas: Certainly, the retail channel is hugely important to lotteries. What impact do eInstants, and in general, selling lottery online have on retail sales?
RF: This has been one of the real success stories as lotteries modernize. Of course, lotteries everywhere are either already selling their games online, or are considering doing so in the future. It is now common for a lottery’s online channel to account for 20% or more of total sales. Along with this, eInstants will often represent 70% or more of these online sales.
At first, the specter of an additional sales channel can be a concern to the brick and mortar retailers who have been a lottery’s exclusive channel partner to this point. However, across the board, selling online has proven to increase retail sales as well. The reason is straightforward. The lottery’s traditional, cash-only, in-person way of selling games has not kept pace with the modern consumer. Long time players might continue to purchase in this traditional way, but new players can no longer be acquired as efficiently. Modernization, meaning adding online sales, opens up the lottery to a far broader world of potential new players. And, when a lottery introduces a player to its games through its online channel, that player becomes a buyer at retail as well.
Our customer the Michigan Lottery, for example, has been selling their games online for more than five years and have seen traditional retail growth of 45% during this period. Our customer the New Hampshire Lottery, in just its first year of online sales, simultaneously, grew retail sales by 16%. The same trend holds true for every lottery in the US that has instituted online sale. Once a lottery begins selling online, they quickly experience a shift in the support they get from their very important retail partners–from concerned resistance to proactive support.
Gaming Americas: What steps are lotteries taking to support their retail partners?
RF: Even in the case of a lottery where 20% of its sales are online, this means that 80% comes through its retail channel. So, lotteries always take steps to include their retail partners in their online sales initiatives. And, there are many ways to do this.
Our customer, the Pennsylvania Lottery, has integrated its traditional retailers into its affiliate program. A retailer earns affiliate fees by signing up players for online accounts.
Our customer, the Michigan Lottery, offers players the option to fund their account by purchasing a prepaid lottery card at any of their traditional retail outlets. The retailer earns a commission on these sales.
Every lottery we work with is innovating on ways to sell online while also expanding retail sales. And, the collaboration is producing great results.
Gaming Americas: What has been the COVID-19 impact on the lottery sector?
RF: I’ve been in contact with many lotteries during the COVID-19 crisis. Of course, their number one priority is keeping their staff safe and healthy. Beyond that, lotteries understand that they serve an essential function during normal times, and even more so during times like now—generating vitally needed funds for their beneficiaries. Therefore, maintaining uninterrupted operations, in a world of disrupted supply logistics and shelter-in-place orders, is more than ever, the day-to-day focus. No surprise, but those lotteries that currently sell their games online have increased their marketing focus on this channel. And, many lotteries not yet online have been asked to immediately explore plans for setting up online sales, to potentially be actioned once we’re beyond the crisis. Certainly, over time, all lotteries will need to modernize to keep pace player preferences. I suspect that the urgency of the moment may accelerate the thinking on when to do so.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
We’re only a few months away until the highly-anticipated Brazilian market launches, and it’s safe to say that the industry is on the edge of its seat waiting to see what lies ahead for the South American sleeping giant. But one company that is poised and ready to capitalise on the golden opportunities this market has to offer is Infingame.
Gabriel Pinto, Sales Manager at Infingame, outlines some of the recent developments taking place across Brazil as he discusses how Infingame is catering to the unique demands of players across the market.
Brazil’s regulated market is expected to officially launch on 1 January 2025. Now that we’re only a few months away, what are your overall expectations for the Brazilian gambling market once it is fully regulated? Where will the biggest opportunities be?
I think it’s an excellent move. For a start, the launch of Brazil’s regulated markets means that operators, suppliers and affiliates will be dedicated to protecting players under licensed market conditions. That includes fair play, responsible gaming and security – both in terms of transactions and technology. This, I believe, will help build consumer trust and participation in the market.
The regulation of the gaming sector in Brazil is also going to have hugely positive effects on job creation across Brazil. As we all know, this is an industry which has operated for quite some time – but the new legislation will help formalise various different sectors, including technology, customer service, marketing, commercial sales and much more.
Sportsbook, of course, is going to be massive, but I think many have overlooked just how exciting iGaming can be. So much of the retail-based heritage when it comes slots especially, is part of our culture already and has been for so many years. IGaming is really going to be the one to watch and given we’re one of the fastest-growing aggregation hubs in LatAm, we can’t wait to begin entertaining players in the regulated market.
Data has suggested that players in Brazil tend to prefer higher volatility verticals, such as slots. What motivates players to choose these games over others?
I think it all comes down to culture and history. We have a history of land-based gaming here in Brazil – for more than 100 years, we’ve had games in the street, card rooms, bingo, land-based machines. This is a sector which has become deeply ingrained in our culture.
As a result, I think slots have an air of familiarity among players. Players are aware of what slots involve, the various different games available to them, who the big-name developers are. I think that it is this affinity with the vertical that makes slots much more popular than other types of gambling products.
Players also understand that slots are a great form of entertainment – playing habits suggest that bettors across Brazil prefer low-stake, high volatility products, which reflect the fun nature of gaming when it comes to betting small and win big. They also create a sense of excitement that more traditional games might not manage.
Slots, in particular Fortune Tiger by PG Soft, have been incredibly popular with players. It really is a truly loved game here, and the title has become the go-to for many bettors – which isn’t necessarily the case in other markets around the world.
How do levels of engagement with high volatility games such as slots differ to that of live casino or table games?
Live casino is hugely popular with bettors across Brazil too! Over the last few years in particular, this vertical has absolutely boomed – and the reason for that is familiarity.
Slots have typically out-performed more traditional table games, but live casino is most certainly experiencing signifcant growth. The live casino suppliers that can effectively tailor their games to the local market – from featuring local, Brazilian croupiers to incorporating culturally-significant icons and designs – will reap the rewards of Brazil’s regulation.
At Infingame, we have a broad portfolio of games that have all been handpicked – our in-depth knowledge of each market means that we know each of the games on our platform will resonate with local players. We have spent a lot of time getting to know players, understanding what they like and what they don’t, what verticals perform well, the game designs that players enjoy – and everything else that comes with it.
With this in mind, are there specific game mechanics or themes that resonate more with Brazilian players? If so, why?
Anything with a local twist! We’ve seen a particular up-tick in football-themed casino games – this was a trend that was certainly prominent throughout the 2022 World Cup and the Copa America this year.
As a result, we’ve noticed that many operators are looking to include Brazilian themes within their slot offering, with many incorporating games that feature samba, football and local icons into their games. Of course, that makes perfect sense.
Another trend that we’ve noticed is that many operators are requesting exclusive, branded content to roll out to their players. They want slot titles and casino games that are developed specifically for their brand – be it joint ventures with game developers, or partnerships with local icons such as sports clubs.
I think that this is a trend that will continue long into 2025, as casinos look to make their mark on the local audience. Not only is it a great way to get your name out there, but it is also a much more cost-effective way to create a unique experience for your player base. Gambling is very much a commoditised industry; there is very little differentiation in the actual products and bonuses out there. Of course, exclusive games help to disrupt that status quo and bring something new to the table. This will definitely be an area to watch.
How do Brazilian players’ session lengths and frequency compare to those in other markets?
Players tend to gamble for longer periods of time, but with lower stakes. They see casino products as a form of entertainment, with many players usually enjoying the occasional bet during an evening or when they have a spare 30 minutes.
However, we should note that this trend differs depending on which device players are using. Those using mobile tend to enjoy shorter playing sessions, showing a preference for more high volatility games such as crash games and slots, while those on desktop tend to enjoy sessions ranging from 1-2 hours.
Those on desktop show similarities to land-based bettors – they tend to gamble in the evening, products tend to include more table games and traditional casino products, although similar to mobile, the stake tends to be lower.
How important is mobile gameplay in Brazil, and how does it impact player engagement and retention? How can brands best optimise their games to better suit mobile-first gaming?
It’s not just important, it’s critical! Everyone has a mobile device, and for many, this is the go-to platform in which to enjoy casino games. To not optimise your games to mobile devices would risk alienating a large portion of your player base.
In Brazil, there has been significant improvement in mobile connectivity and smartphone penetration, meaning that more players are able to access games via their handheld devices. But in order to create the most optimised experience, casinos and game developers must adapt their UI to suit mobile devices. Another consideration is developing games that are tailored to single-handed play – with many players enjoying casino products on the go, ensuring that your games cater to playing habits is essential.
Based on current player habits and preferences, what future trends do you expect to emerge in the Brazilian casino market, particularly in online slots?
As we’ve covered already, and I can’t re-enforce this enough, localised content that is tailor-made to the Brazilian market is going to be key. This will by far be one of the biggest trends. As operators flood into Brazil, there will be fierce competition among brands looking to amass market share and engage with new players – so the key to achieving that will be through providing content that they cannot get anywhere else.
I also think we will see slots and live casino continue to grow in popularity. Their high volatility and social nature will no doubt drive loyalty among players and keep them engaged in the long-term. And I think the final trend will be that we will see verticals such as crash games emerge as a front-runner among bettors – these products are simple to understand and highly engaging, a perfect recipe for players looking for entertainment!
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