As one of the moving and progressive industries worldwide, gaming has been through many challenges and changes. Players are continuously looking for new experiences and regulations are trying to adapt to the digital age. The market is expanding and as a result, the competition becomes even bigger. Based on recent developments, we have identified few trends and challenges that can be expected in online gaming.
Identity and culture
The main challenge for the gaming sector is to develop steady competitor levels next to other entertainment providers. This means that online gaming would try to be competent with other entertainment segments like sports and service providers such as Netflix and HBO. This industry will try to market itself and its services to a new gaming audience, especially among early millennials. This can be done using several strategies:
Branded Slot games
This strategy is not new to the market. It has proven to be very successful in the past, and we will definitely see more of it in the next few years. Branded slots developed in a partnership with musicians or TV series can be introduced to a completely new audience. However, many countries and states have not regulated this kind of advertisement and paid sponsorships. In countries where there are defined specifications about means of product advertising, the success rate is more than satisfying.
Last year, many popular game shows formed the basis for several live casino games, and this trend will likely continue in the following period. Casino games and sports had a firm partnership for decades, especially in the UK. Branded slots provide players a chance to play games with familiar references to pop culture.
Merging Video Slots, Video Games and RPG
Slot game providers are keen to expand their portfolio with implemented elements of video and role-playing games (RPG). The idea behind adventure slots is taken from games that offer role-playing interactive elements. These features would further encourage active player engagement and storytelling. There are excellent examples of themed slot games that could be reinvented if paired with a role play element. Consider the slot about Rick and Morty or the jungle themed Gorilla Gold Megaways game. This way, the story behind the theme will be even more enhanced and interactive.
Market challenges
Regulations have always been a hot topic in gaming, and now it’s more prevalent than ever. European markets are reaching a certain level of maturity where players expect a high level of service and quality from manufacturers and operators. At the same time, regulators keep evaluating their policies and implementing new ones in order to keep the industry updated and accountable.
Greater political audit and regulation are creating additional operational challenges. Existing advertising bans and laws make it even harder for operators to maintain their visibility. Only those who can think outside the box and be creative will stand out. Another way to stay ahead of the regulatory curve is by scaling and testing the processes. We expect to see many mergers and acquisitions in the coming months.
The gaming industry is trying to catch up in respect of measuring and targeting, using data science and technology. This helps in understanding the target markets and player’s behaviour for improved acquisition and retention strategies. Responsible gaming has to be part of the strategy though. It is very important to reward and encourage the right ways to play.
Partnerships with Land-Based Casinos
Since online casinos have been developed following practises borrowed from land-based operators, partnerships between them are quite natural. As technologies develop rapidly, online casinos are expected to offer more services that are closer to the ‘real’ experience, such as live casino games. This will give the players a chance to virtually visit the venue and experience the atmosphere. The strategy will not only increase the revenue potential but will also encourage online players to visit these places in person.
The start of this year has been very exciting, but also full of lessons and challenges. We can say that the gaming industry is changing very fast, and the only way to keep up is to accept the trends that are changing the way we game. Redefining the way games are played will offer the players a new, personalised and immersive gaming experience.
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