Cracking the Casino Code: How G Games CEO, Paul Dolman, Advocates for Innovation in iGaming
Observe: Can Paul Dolman Successfully Revamp the Reel Scene at SiGMA Europe?
Is it feasible to redesign the reels? Can we surpass and better online slots? Can we excel in house slots? G Games has been wondering if this is achievable for the past six to seven years. The company initially comprised of the first 30 to 40 employees, all unfamiliar with the gambling sector, but have since grown to employ 100 individuals, managing over £2 billion worth of bets. Dolman finds this astonishing, considering the company's initial funding of only £100,000.
G Games has been pondering upon the question of how to innovate the sector, as the truth be told, the industry hasn't experienced much innovation.
In 1996, Reel Me In, a fishing 5 by 3 game was the first to introduce a bonus round. Fast-forward 25 years, and the biggest game of 2021 hit the market. This was Big Bass Bonanza from Pragmatic Play. Dolman sees this as a hindrance, pointing out that 25 years later, a game that was the biggest ever had been rehashed with minor tweaks such as different graphics but the same basic structure. He reiterates, "if you're not innovating, you're just dying."
Many operators resort to depending on the biggest online casino software vendors instead of designing and developing their own game libraries.
Paul Dolman has spent considerable time developing a variety of games, only to realize that the pace of slots is crucial but reinventing this aspect proves challenging. One of the biggest hurdles is the market clutter. "When I visit operators, I show them my new portfolio of stuff, only to realize that they don't even care anymore. They simply don't care because they see so many slots that are the same."
Featuring novel and exciting features no longer captures the attention of operators today, as their usual response would be that they encounter around 20 of those weekly. Consequently, the majority of slots don't generate substantial profits. The technique of copying popular slot games like exciting fruit games is common among big brands, where they mimic an already existing model and distribute it to all their clients.
BTG has successfully moved away from the conventional approach by reinventing a new business model. They focused on selling their product to everyone else as a trademark. It's not just about innovating the slot, but innovating the business model itself. BTG didn't earn their millions from selling slots; instead, it was their new business model that contributed to their revenue and profit of £40 million and £36 million respectively. "Slots don't pay off like that, but business licenses do."
Apart from innovating the business model, having a stellar marketing strategy is crucial.
Casinos employ a myriad of tactics to entice the right clients. It begins with understanding the audience's preferences and creating strategies that cater to their potential customers' needs. Thus, casinos seeking new ways to connect with their target audience may consider integrating these strategies.
Dolman commends the marketing strategies of No Limit City, a company that has proven effective in innovating its approach.
Most sites feature the same providers and operators. Players spend an average of 4 minutes on a game before moving on to the next one.
To answer the question, "Can we reinvent the reels?" the solution lies mainly in tweaks. There are various ways to reinvent business models.
The profit model is one such way to attempt innovation. Playtika is another intriguing reinvention on how to earn from slots. Another critical question is, "Can we change the performance of our products?"
What sets G Games apart is their focus on maximizing their customers' playtime.
Many businesses are prioritizing the concept of customer experience to meet and exceed their consumers' expectations. Land-based casinos sometimes have the advantage of offering a memorable experience for players, making the customer experience provided online even more important.
Netflix captures an average of 3.2 hours daily from each customer while Facebook gets 2.4 hours, and YouTube and Instagram average 0.6. These are the competitors G Games is taking into account, explaining the need for casinos to innovate. "Innovation pays off immensely. Anytime that you're copying, you're not innovating. And the vast majority of the time we're copying. Most of the innovation is built upon innovation before it."
G Games is working towards this. They invest a lot of time and money into it. G Games releases 40 titles annually, ranging from casual to classic, from games targeted at specific demographics, such as high-value, low-stake slots for Germany, to games that appeal to everyone. Casual games can appeal to players in unexpected ways, especially during acquisition or conversion.
G Games partners with customers to comprehend their players' requirements and desired outcomes and then provides games that help them achieve those objectives. G Games assists operators in growing their success by offering bespoke assets and content and boasting the nicest account team in the industry.
"I just ask you, when you go back to the office on Monday, ask yourself, what are you doing differently on Monday? Try to find some space for innovation."
SiGMA 2022:
Following the series of fascinating conferences that was Malta Week 2021, the SiGMA Group plans to conquer the world with the imposing cathedrals of Kiev and the snowy city of Toronto serving as hubs to gather the brightest minds in the iGaming world. Our upcoming expo takes us to the heart of the United Arab Emirates for three days of networking, panel discussions, and festivities. Stay updated with the latest industry news through SiGMA News.
Creative Approaches to Market iGaming Brands
Innovative marketing strategies play a significant role in promoting iGaming brands. Strategies like partner marketing, live dealer software providers, Playtech's Open Platform, blockchain and cryptocurrency integration, VR and AR casinos, big data and predictive analytics, and 5G technology for mobile gambling are revolutionizing the iGaming industry, offering a unique player experience and enhanced engagement. These approaches can boost brand visibility, drive engagement, and attract new players.
References:
- Partner Marketing in iGaming: https://www.partnersolution.com/partner-marketing-strategy/
- Live Dealer Casino Software Providers: https://www.casinobeasts.com/live-dealer-software-companies/
- Playtech Open Platform: https://www.playtech.com/casino/products/open-platform/
- Blockchain and Cryptocurrency Integration: https://www.playlatency.com/blockchain-in-igaming/
- VR and AR Casinos: https://www.vrworldtech.com/2020/12/18/virtual-reality-casinos-are-changing-the-world-of-gambling/
- Big Data and Predictive Analytics: https://finance-monthly.com/technology/big-data-and-predictive-analytics-key-to-future-of-the-gambling-industry-10047642/
- 5G Technology for Mobile Gambling: https://www.ipaleo.com/mobile-gaming-trends-for-2022/
- Paul Dolman, CEO of G Games, has expressed the need to innovate within the iGaming industry, as it has not experienced significant advancements in the past two decades.
- In order to reinvent the reels and surpass existing online slots, it's crucial to focus on tweaking the business model and marketing strategies, as well as changing the performance of products.
- G Games emphasizes maximizing customers' playtime and invests heavily in innovative strategies, releasing 40 titles annually and partnering with operators to understand their players' needs.
- SiGMA Group, known for hosting Malta Week, is planning new conferences in Kiev and Toronto, and a later event in the United Arab Emirates, with a focus on creative approaches to market iGaming brands.
- Innovative marketing strategies in iGaming include partner marketing, live dealer software providers, Playtech's Open Platform, blockchain and cryptocurrency integration, VR and AR casinos, big data and predictive analytics, and 5G technology for mobile gambling.
- To stand out in the competitive iGaming landscape, iGaming brands need to adopt these cutting-edge strategies to boost brand visibility, drive engagement, and attract new players.
