Tech talks: How to meet next gen casino demand

The next generation of players has a number of key elements. Born in the digital era, raised on video games, primary communication through social media, and purchasing decisions based on influencer reviews – all of which create a unique demand for igaming products that push the boundaries of innovation. The challenge for providers is to excite, engage and entertain these modern players.

When it comes to next-gen players, we are in uncharted territory as they are the most unexplored audience for all businesses, including igaming. Studies generally show how Millennials and Gen Z differ from the Baby Boomer generation in terms of their entertainment preferences. Living in the digital era from the very start of their lives, modern players are surrounded by a plethora of hi-tech products and services, so it is becoming increasingly challenging to engage them with standardised slot experiences.

The next generation of players is extremely picky, with over 80% of its players growing up playing video games, resulting in them being particularly interested in detailed storylines as well as high-quality peripherals, like graphics and animations. A full-fledged dynamic plot, charismatic characters and multiplayer aspects are key in delivering an ultimate experience and building an emotional connection. Next-gen players live and breathe online gaming experiences, which influences the type of gambling product they wish to enjoy.

So, to summarise, it is not that modern players don’t like slots, but rather that a next-gen player engages in these experiences for the entertainment factor. A lot of this depends on how providers build an RNG algorithm, so classic casino slots do have the potential to be popular among next-gen audiences – they just have to be tailored to their backgrounds and unique preferences.

Saturating slots with unique features and mechanics that add to the gambling component while also increasing amusement is the most effective way for igaming developers to engage with modern users, delivering diverse gaming experiences that deviate from the monotony of spinning reels.

Popular next-gen entertainment often revolves around trend-relevant content, and this doesn’t mean that Irish, Egyptian and similar themes have no place, but rather that it’s all about seizing the waves of external culture and packaging them in a way that carries natural appeal.

The number of verticals in the modern day that employ gamification is remarkable, with a wide variety of business sectors and industries, from education all the way to sports employing it in one way or another. Next-gen players seek excitement in all aspects of their everyday lives, so offering them igaming products that lack gamification elements is a missed opportunity to keep them engaged.

A modern player also demands innovation, exclusivity and unrivalled material; and gamified tools can help with satisfying this. A slot title featuring leaderboards, live chats, bonus rounds, progress systems, tournaments and anything else that raises the level of competitive spirit is key in attracting next-gen customers as they crave experiences that are stacked with achievements, prizes and social elements.

The undeniable impact of social media and its importance in the lives of new generations played a huge role in the changes to how people currently consume entertainment content, and this extends to igaming. It specifies how this content might be better marketed to modern players.

The vast majority of modern gamers play online games and watch gaming content provided by streamers and influencers, while 71% of Millennial gamers use YouTube and Twitch to watch gaming video content.

Moreover, 50% of next-gen players engage with online gaming communities, stressing the fact that they are socially active, and that influencer marketing is an effective tool to reach and engage them. For this reason, collaboration with bloggers, streamers and influencers – particularly on platforms as popular as TikTok (putting aside potential regulatory changes) – is what I would call a safe bet in terms of attracting the attention of this demographic.

Last but not least – it’s always going to be about mobile. Nearly four in five gamers from Gen Z prefer to use mobile devices for their gaming sessions. Born with a smartphone in hand, the next generation expects everything to be offered on mobile devices, so making your product mobile-friendly is another surefire way to give your products the best opportunity to succeed.

Vladimir Malakchi, Evoplay’s CCO, has extensive B2B igaming expertise, having held C-level posts in business development, marketing and sales. Since joining Evoplay in 2019, he has been the driving force behind its outstanding commercial success, creating a long-term business development strategy for the studio and leading it to winning multiple top tier igaming awards.

 Vladimir’s extensive management and marketing knowledge makes him a highly sought-after speaker, who has participated in 100+ conferences, interviews, as well as being a judge at award ceremonies for multiple prestigious industry events.