Technology & Product development
The online gaming segment has embraced the
capabilities of the internet, whether in terms of
techniques for attracting new players, developing
highly liquid playing networks, or delivering ever
more feature-rich games and enhanced player
experience.
Some products still closely replicate traditional
formats such as roulette and blackjack. Others such as
poker and slots/arcade formats have developed a
large range of variants and constantly innovate.
Increasingly sophisticated bonus rounds now
incorporate video clips, which broadens their
entertainment appeal. It also reflects the increasing
development of online gaming as a mainstream
entertainment format.
In sports betting, there has been an explosion in the
number of ‘in-game’ options, offering players the
ability to bet on over 30 in-game elements, such as
first goal scorers, number of corners, and first half/
second half results. Both poker and bingo have also
benefited from new game variations and advanced
graphics. This has enhanced the ‘look and feel’ of the
playing environment and opportunities for social
interaction – both key to achieving strong player
networks and liquidity.
Technology development has also improved the
operator’s player management systems, delivering
features such as real-time analytics and VIP
management tools. A significant milestone has been
the ability of some platforms to offer a ‘single wallet’
capability across a range of product segments from
sports to poker and bingo to casino. This greatly
facilitates a player’s ability to move across games or
products without changing user accounts.
Improved player management systems are key
elements in increasing player loyalty and enhancing
an operator’s cross-selling potential as players are
encouraged to move to higher margin games.
This can now be combined with cross-platform
opportunities including server-based gaming
terminals, and put onto mobile phones using
flash-based browser technology.
It is clear that the player has never been so well
provided with high quality games and products
available on an increasing range of playing formats.
A significant milestone has been the ability of some platforms to offer a 'single wallet' capability across a range of product segments.