INSIGHT
THE BONUS STORY
With slots content more immersive and engaging than ever , the bonus journey approach which has been established and proven in the UK is now gaining momentum and mass market appeal across Europe , argues Blueprint Gaming managing director Matt Cole .
A NEW BREED OF SLOT GAME has evolved from what was an easy-to-play product simply delivering a result , to becoming one of the most engaging gaming experiences available on the market .
They are a far cry from the basic free-spin models which had been a common theme for so long after the switch from mechanical to digital across the pond in the US land-based market .
Not that the US hasn ’ t seen massive innovation and R & D investment , but currently the European online market for game delivery is competitive and fast moving , broadly resulting in a very high quality of game and exciting level of risk in game design and innovation .
The diversified thinking from smaller game studios is often leading this creative push .
Innovation , however , is the easy part . The harder piece comes with making such new mechanics easily accessible to players , while having the depth that gives games the longevity of appeal and commercial success .
Add in the need for all the other game elements and it ’ s clear , science and art combine .
In a market where over 500 games are released a year , and established firm favourites absorb much of the play , there are more similarities to the social market than to the traditional land-based in terms of the dynamics of success .
Where the multi-bonus category fits into the rapidly evolving landscape is that it ’ s consistently proven to be a formula that resonates with the player base over the longer term .
With so many new games being released , the traditional style free-spin games are struggling to compete . These maths models need significant player investment to understand the return and this is more difficult in a mobile first , high-volume release climate .
As such , established legacy games seem likely to be here for the foreseeable future , while new similar games are finding it hard to become established .
Mass appeal One key factor for the success of the UK market has been the way in which games take the user on a journey , through a storyline of multiple bonus rounds .
This level of depth doesn ’ t exist in other game categories and throughout the industry the game style has been established and proven in the UK , but is now gaining momentum and a following in other areas of Europe .
The Northern European markets ’ demand for a combination of high production value and engagement , combined with a core gambling experience is proving a strong fit for the category .
From a segment perspective , there are a variety of bonus games that fit better in bingo vs . casino vs . sportsbook , but the general appeal is across the board of the lower-staking player base .
With a backdrop of heightened focus on AML and source of funds , the mass market , not higher-value players , is the place where it makes sense to be , and to make games for .
Technology improvements For a period , there were fears among designers that HTML5 technology would limit the output within the bonus category and have a negative impact on the gaming experience .
The phased switch from Flash to HTML5 was a painful period for all suppliers , but once we entered a HTML5-only world , capabilities accelerated at an extremely high rate , and it has now become a more-than-viable language for designers to create high-value production games .
The results have seen the level of excitement these games offer increase several degrees , which is proven in the depths of gameplay in slots such as King Kong Cash .
A brave new world Our first ever online launch with Viz back in 2009 was built on the principles of player interaction and humorous content , a model which proved highly successful in the UK land-based sector .
This game still performs today , but as we approach version 20 , much has changed . TED has been a perfect storm of a proven game mechanic moved on a step . Essentially , a relevant brand with that humorous element that was present back in Viz .
The popularity of online slots is at an all-time high . Advancements in technology are driving a more immersive user experience , while the creative minds behind the game design are ensuring the new releases are appealing to a mass audience .
With an appetite for games full of multiple features and engaging content from players across Europe , now is the time for operators to bank on bonuses .
MATT COLE has held the managing director role at Blueprint Gaming , a leading UK-based game studio , since 2012 . After joining the company in 2009 , becoming just the fifth employee , he played a major role in expanding the business , including implementing slot games for UK landbased and European online and mobile markets , which are now core markets for Blueprint Gaming .
iGB Affiliate Issue 64 AUG / SEP 2017
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