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Building anticipation with every spin
Katya Machuganova, Product Owner at Silverback Gaming, talks about how studios are taking their games beyond spinning and winning to deliver the thrilling entertainment experiences players now expect.
There was a time when players were happy to hit spin and then sit back to see if they would win or not. That alone was enough to generate the anticipation and thrills that make playing online slots such as buzz.
But now it’s different with players demanding more from the slots they play. They want to be engrossed in themes and narratives, interact with characters, have greater control over the outcome of the spin and ultimately be entertained to the same degree as when watching a movie.
Studios are also competing with other entertainment options such as mobile and video games, and these offer rich experiences that keep players engaged and coming back for more. Slot developers must compete with this and simply being able to win money is no longer a strong enough draw.
One of the key reasons for playing online slots is the anticipation of the win – this can sometimes be more exciting than the win itself. As the symbols drop and align, players find themselves on the edge of their seats waiting to see if they can land the right combo.
Studios have been upping the ante here with many now using cluster wins and cascades instead of standard win lines. This not only builds the win anticipation to a much higher level with each cascade bringing new win opportunities, but it also delivers more value from a single spin.
Cascades on their own are not enough to provide the action-packed experience that players are seeking so the pay system needs to be combined with the right combination of features and bonuses, with the whole game packaged up in a striking theme.
This is something we have done with our latest game, Banana Blitz Deluxe. It takes a zany theme – monkeys and bananas – and wraps it around the cascade mechanic. The team has then built a flow of bonuses that enhance the anticipation built through the cluster pays.
This includes the ever-popular free spins – triggered when at least three Scatters land in the base game – and expanding wilds. This is triggered when the monkey throws a banana peel onto the reel and sees the palm tree wild symbol cover the entire reel.
It’s important to ensure bonuses tie in with the theme of the game, so Banana Blitz Deluxe also includes the Banana Bonus. This comes to life when scatter symbols land on reels one and five. The player must then pick banana symbols to reveal multiplier prizes.
Once the collect symbol is revealed, all of the picked multipliers (they range from 2x to 100x) are combined and applied to the win.
This is a great example of how to give players some control over the outcome of the game – the picking of the banana symbols is done by them which means they have some say in the multipliers that are revealed before the collect symbol is hit.
The challenge for studios is ensuring that bonuses click together and allow the overall gameplay to flow. Developers also need to be mindful of the market or markets the game is destined for as this will impact the complexity of the features included in the game.
We have been heavily focused on the US for some time now, and the themes, mechanics and bonus combos that hit the mark with players in the likes of New Jersey and Pennsylvania are very different to Norway and Portugal, for example.
In the US, players are still finding their feet with online slots so while it’s important to create games that excite and entertain, the gameplay needs to be easy to understand – players are often unwilling to spend their balances on learning new slot mechanics and features.
This is why we look to use tried and tested mechanics but combine them in a way that builds the anticipation and energy that players love to experience, even if they are relatively new to playing slots online.
One of the most effective bonus features is the progressive jackpot. Players instantly understand what it is and, most importantly, how they win. It also provides the big win potential that attracts players to certain games over others – the great thing about jackpots is that they appeal to casual players just as much as seasoned spinners.
The Banana Bonanza Progressive Jackpot can be won at random from any base game spin. The prize pot is made up of a 4% contribution from every wager with the jackpot amount always displayed on screen – it increases in real-time with every bet.
This itself is really powerful when it comes to building anticipation as players can see the size of the prize increasing second by second. Of course, as with most progressives, increasing the bet per spin value increases the player’s chance of triggering the jackpot.
Getting the right balance with theme, mechanics and bonus features is easier said than done – especially in new and emerging markets where player preferences are not quite as advanced as those in more established regions like Europe.
But all players want to be entertained and one thing’s for sure – just hitting spin and waiting to see if a win lands no longer cuts it.
Wow, time flies! Can’t believe it’s been ten years since stepping into the exhilarating world of online gambling – a field that initially seemed like a short-term stint quickly turned into a new-found passion.
Moving to Malta, and eventually finding a home in Tallinn, I’ve had the privilege to watch the highs and lows as well as the many progressions and transformations. Today, I am proud to form part of the Mr. Gamble team that is ambitiously expanding into new markets, and pushing the boundaries.
From Customer Support to CMO
My journey in iGaming kicked off in Customer Support at Betsson – a leap from my telecom sales management role back in Finland. While this move puzzled my family and friends alike, it was a necessary step. Over the months and years, I worked my way up through various roles including Affiliate Coordinator, Affiliate Manager and Head of Affiliates, learning the various intricate parts of the industry, while at the same time adapting to new technological changes.
One thing is for sure, the iGaming industry is a fast-paced one, and each role has helped me to thrive and adapt to the various changes. Flexibility is key when working in this industry.
Venturing into Entrepreneurship: My Own Affiliate Business
Following many years of corporate experience, I took the leap to start up my own affiliate business with the aim of creating my own business from scratch. Handling everything from SEO and content strategy to fostering brand partnerships and growth strategies gave me an overall view of the affiliate industry’s many complexities. This entrepreneurial journey instilled insight and resilience, especially in terms of the value of the diverse skill sets found within a team.
By 2023, I joined Mr. Gamble as CMO, bringing my own entrepreneurial experience into this company’s growth strategy. Drawing on my background in SEO, content management and brand development and alongside a knowledgeable team, we have successfully strengthened Mr. Gamble’s presence in established markets, while also setting our sites on new markets.
New Markets and New Possibilities
Since the online gambling industry is continually evolving and expanding, it also brings with it a surge in growth when it comes to new and emerging markets. While we have made huge strides in launching Mr. Gambe USA, we are also eyeing promising regions in Asia, Latin America and Africa, where digital adoption and regulations are evolving creating new opportunities.
As we continue to solidify our presence in the US, these emerging markets represent the next frontier.
An Ever-Changing and Evolving Gambling Industry
Over the past decade, the online gambling industry has quickly evolved from a somewhat fragmented field to a high-powered professional space. Conferences and expos, once informal gatherings have become hubs for talent.
Events such as SiGMA, SBC, iGB, NEXT.io and Hiphter Events today celebrate the progression of iGaming, while highlighting the various advances in technology and market inclusivity.
The shift toward hybrid work in recent years has also paved the way for industry shakeups. While digital operations are convenient, the importance of face-to-face meetings and connections remains. In an industry highly reliant and built on personal relationships, meeting in person strengthens partnerships and opens doors to new opportunities.
A Bright Future for Mr. Gamble
As CMO of Mr. Gamble, I along with the team are committed to expanding our brand’s influence, not only in traditional markets, but also in new and emerging ones. iGaming is constantly evolving and our strategies must evolve too, adapting and driving on the windy road to success. This entails adapting to changes in technology, user behaviour and experience, and most importantly navigating regulatory landscapes.
Of course, Google’s frequent algorithm updates keep us our our toes, pushing us to refine our approach to stay competitive and ever more relent.
Reflecting on the last 10 years, I am energised and optimistic for the future. With a talented team and untapped markets in tow, Mr. Gamble is well-prepared for substantial growth and impact. Here is to the journey ahead and to everyone – mentors, peers, and friends who have been part of this rewarding path. The next decade holds great potential, and I look more than forward to what is yet to come.
Latest News
MAJOR LEAGUE BASEBALL SELECTS SPORTRADAR TO TRANSFORM PLAYER TALENT SCOUTING FOR ALL 30 CLUBS
Sportradar today announced a multiyear agreement with Major League Baseball (MLB) to offer unparalleled sports performance analysis of amateur baseball prospects, through its Synergy Coaching and Scouting solution, to the league and its 30 Clubs. This new partnership will revolutionize player talent scouting through Sportradar’s advanced, proprietary technology and highlights Sportradar’s commitment to delivering innovative and game-changing solutions to the league.
Under the agreement, MLB and its 30 Clubs will gain access to an unprecedented depth of player analysis and insights with event coverage expanding significantly, from 3,300 to more than 20,000 games – an over 600% increase. This includes college, international, professional partner leagues and leading amateur leagues, such as the MLB Draft League, the Appalachian League and MLB Develops events, and, for the first time, top high school events.
The Synergy Coaching and Scouting solution is uniquely positioned to address the player evaluation needs of MLB as it leverages Sportradar’s expertise ingesting and transforming millions of data points from video into detailed metrics, actionable insights and dynamic visualizations. This, combined with Sportradar’s AI-powered sports performance technology, enables Synergy to provide unparalleled, in-depth analysis of every player, play and game situation, and equips MLB and Club scouts with the information and insights they need to streamline the evaluation process, guide draft decisions and support the development of future MLB players.
“Sportradar’s cutting-edge technology, alongside our reputation as a trusted partner to leading US sports leagues, is driving the transformation of sports performance analysis,” said Eduard Blonk, Chief Commercial Officer, Sportradar. “Through Synergy we are pleased that we are expanding our relationship with MLB, equipping them with the deep data and insights they need to identify the next generation of players. We are eager to continue bringing innovative solutions to MLB.”
“We are excited to expand our relationship with Sportradar and ensure equal access to the Synergy video and data services for all 30 MLB Clubs. This platform has become a key resource for Clubs in the domestic and international scouting process and we look forward to continuing our work with Sportradar in the coming years,” said John D’Angelo, MLB’s Sr. Vice President of Amateur and Medical Operations.
Financial reports
Commercial Gaming Revenue Growth Continues in Q3 2024, Driving Industry’s 15th Consecutive Quarter of Growth
U.S. commercial gaming revenue reached $17.71 billion in Q3 2024, the industry’s highest-grossing Q3 on record, according to the American Gaming Association’s (AGA) Commercial Gaming Revenue Tracker. This makes Q3 2024 the industry’s 15th consecutive quarter of annual revenue growth, with September marking the 43rd straight month of rising year-over-year commercial gaming revenue.
Through the first nine months of the year, nationwide commercial gaming revenue stands at $53.24 billion, pacing 8.0 percent ahead of 2023 and putting the industry on track for a fourth straight record revenue year.
In Q3 2024, 29 of the 35 commercial gaming jurisdictions operational last year saw increased year-over-year revenue. This growth resulted in an 8.9 percent year-over-year increase in state and local taxes tied directly to gaming revenue, with commercial gaming operators contributing $3.79 billion in taxes across the quarter.
Quarterly revenue from land-based gaming – encompassing casino slots, table games and retail sports betting – totaled $12.56 billion, 0.62 percent lower than Q3 2023. Meanwhile, combined revenue from online sports betting and iGaming totaled $5.14 billion in Q3 2024 as online gaming made up 29.0 percent of commercial gaming revenue, a significantly higher share than in Q3 2023.
Looking at each sector in Q3 2024:
- Traditional Gaming: Traditional brick-and-mortar casino gaming generated quarterly revenue of $12.38 billion, a contraction of 0.9 percent year-over-year.
- Legal Sports Betting: Americans legally wagered $30.3 billion on sports, generating $3.24 billion in quarterly revenue (+42.4% YoY). Recent market launches in Kentucky, Maine, North Carolina and Vermont contributed to this growth.
- iGaming: iGaming generated $2.08 billion in revenue, marking a 30.3 percent year-over-year increase.
“Q3 2024 continued gaming’s momentum from the first half of the year, with online casino and sports betting driving strong growth. At the same time, new brick-and-mortar casino openings bolstered traditional gaming, which still accounts for the bulk of industry revenue,” said AGA Vice President of Research David Forman. “More than a quarter of commercial revenue now regularly comes from online sources, raising the importance of continued sustainable growth with consumers in those states.”
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