N E T E N T E R TA I N M E N T
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SLOTS FOCUS
Generating loyalty
Simon Hammon of Net Entertainment explains his company’s business strategy for 2013 and discusses the trends in the use of branded content
eGR: Why are branded games important for operators? SH: First and foremost, operators generally view branded games as a fantastic player acquisition tool. A slot such as South Park™, for example, could be immensely valuable for an operator in a crowded market place where it is increasingly difficult to foster player loyalty. Also, in more emerging markets, branded slots can help an operator gain a vital foothold at an early stage. Historically, branded content hasn’t had as strong a reputation when it comes to retention for operators, but this is something we focus closely on at Net Entertainment. All of our branded games are designed to keep players coming back time and time again, but, once again, the most important factor is selecting the right brand in the ?rst place. eGR: Net Entertainment has invested heavily in its Touch mobile games over the past year. Will you continue to do so in 2013? SH: Mobile gaming truly exploded in 2012 and I would expect this to continue in 2013. At Net Entertainment, we took the decision last year to develop all of our mobile products in HMTL 5. Although this has presented a number of challenges, we are con?dent that this will prove the technology of choice in the future, particularly in the mobile sphere. Another key area for us in 2012 was launching our games on Android devices. This is an operating system with a huge amount of potential as global Android usage continues to claw into Apple’s lead and, in some cases, has reportedly already overtaken it. eGR:What other areas will Net Entertainment be focusing on this year? SH: The other major area we showcased at ICE was our new Live Casino product and we are tremendously excited about its potential. Live Casino is one of the biggest growth areas in the gaming sector at the moment and we have created what we believe is the best product available anywhere in the market. We are using unique high resolution streaming technology, which guarantees virtually no latency. When we demonstrated it at ICE, a number of people didn’t believe that the action was taking place live, as it looked so clear, so we called our studio in Malta and got the dealers to wave to the camera. It is more lifelike and interactive than any other Live Casino product out there and we have created a scalable solution, which means that players are always able to get a seat whenever they want. For operators, we provide exclusive branding options so they can help to create the look and feel of their own brand, which is great for player loyalty.
With branded content presenting important marketing opportunities to operators and becoming a well-known player acquisition tool, making sure that extensive research is put into selecting the right brand should be an important part of a company’s business strategy. eGaming Review talks to Simon Hammon of Net Entertainment to ?nd out more. eGaming Review (eGR): Net Entertainment unveiled South Park as its latest branded slot at ICE. Will branded games continue to be an important part of your strategy moving forward? Simon Hammon (SH): Branded content is an important part of the overall Net Entertainment game portfolio. When well executed, the use of image rights can be a really powerful tool, although we always go through a rigorous selection process when we consider new brands. It is vital that the audience demographic of the brand ?ts in well with our players, but we must also ensure that the game represents the core values and identities of the brand itself. In 2011, we entered into a partnership with Universal and have since successfully launched two iconic brands, Frankenstein™ and Scarface™. South Park™, which we unveiled at ICE, is our biggest game yet and we are incredibly excited and proud to bring a brand that has such a cult following to the gaming market. At Net Entertainment, we are committed to driving the online casino market through better games. That is true regardless of whether they are branded or created entirely in-house. It is about ?nding the right balance.
Simon Hammon is chief product officer at Net Entertainment. His experience includes platform, game development, network operations and affiliate management within bingo and casino.
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