Industry predictions for 2021: localised content and the end of casino bonuses in regulated markets

Daniel Eskola, CCO, Relax Gaming

Daniel Eskola, Relax Gaming

Localisation

As regional markets continue to develop and new ones come online, we can expect operators to continue to focus on localised content, which is necessary for deeper market penetration. It has never been more important to offer high-quality games that cater for players in their native language, to local requirements and to their gaming preferences – failure to do so can result in reduced deposits and impede growth.

This same trend is increasing demand on aggregators to support new, independent studios that have a deeper insight into local markets. Against a backdrop of increased M&A activity and consolidation, we need solutions that provide start-ups with a fast and effective route to market. The end result being greater diversity of content for operators and players alike.

Mobile-focused design and high-volatility slots

The transition from desktop to mobile is continuing and will remain a high priority going into 2021. We have seen many suppliers focusing on the mobile experience in 2020, including ourselves, where we launched a major UX improvement, adding portrait-mode support and browser-based play on mobile across bingo and poker products. The market has made major progress in the last 12 months, but there is still much room for improvement ahead.

Suppliers are also focusing on higher volatility games with an increased trend in mechanic recognition and branding. The growing prominence of streamers has had huge influence in this development, making higher volatility titles more accessible to casual players, thereby causing a shift in player preferences.

Regulation of poker

The constant evolution and fragmentation of regulatory frameworks across markets will no doubt be a defining factor in the coming year; the Netherlands, for example, is re-regulating completely; Germany’s new regulated online market goes live in the summer; and the UKGC is mulling a raft of stricter measures. In general, this type of change is something that is needed in the industry, and we need to respond appropriately to the benefit of all.

Elsewhere, it will be interesting to see how the US continues to develop, particularly in terms of the very exciting possibility for poker. Right now, it technically isn’t allowed for people from different states to play against one another, the change in the White House may well affect the view on interstate liquidity. In broader terms for poker, it unfortunately tends to be grouped with casinos when it comes to regulatory issues, making it all the more vital for suppliers like Relax to create the best experience within those constraints as we increase our footprint overall in regulated markets.

Fraser Linkleter, CMO, Slots Temple

Fraser Linkleter, Slots Temple

Casino bonuses on the way out in regulated markets

With changes already in place in Sweden and on the way in the UK, Spain and Germany, it’s possible that the days of casino welcome bonuses in mature, regulated markets are coming to an end.

This will bring changes in strategy for both affiliates and operators as player acquisition will be more reliant on product than ever before.

Operators will need the best, most innovative game developers in their portfolio and creation of unique, entertaining IP will be crucial.

Affiliates in these highly regulated markets should be working to create communities and developing tools that add value beyond simple bonus information. Affiliate sites that offer services that encourage repeat visits and user loyalty are the ones that will have a long-term future.

Game developers more active in player communities

The relationship between game developers and players is getting closer and more symbiotic as the industry matures. The rise of streaming and online slots communities has given developers the perfect opportunity to get direct, truthful feedback about their games. The best studios are using this feedback to build on existing success.

You only need to listen to game studios like Relax talk about how important player feedback was in creating Money Train 2. Improving anticipation in the base game, the pace of the game outside the headline feature and a free-spins mechanic to keep engagement high throughout were all direct consequences of player feedback.

Affiliates that don’t add genuine value will be a thing of the past

With industry and affiliate regulation coming, changes to Google algorithms and a maturing audience, affiliates that fail to add real value for their visitors and are not up to date with compliance will not be successful.

In comparison to bingo and poker, the casino affiliate business has been slow to innovate, however, we are now seeing lots of the best affiliates working to create communities and developing tools that add value. Sites that offer services that encourage repeat visits are the ones that will have a long-term future.