Canada
Not making progress
Yordan Petkov, Product Owner at Silverback Gaming, talks about some of the unique challenges studios are facing when developing slots for the US market
Momentum is starting to build behind legal online casino in the US, with a growing number of states rolling out regulatory frameworks and awarding iGaming licences to operators. This is creating a significant market for studios to explore, with increasing demand among operators and players for new and exciting slot content.
This opportunity has not gone unnoticed by studios that have made their name in the European market, with many now turning their attention to North America. But those that think the slots that top the charts in the likes of the UK, Sweden and Italy will be as successful in the US are mistaken.
The US is a very different market when it comes to culture and player expectations. Added to this are the regulatory requirements that studios must ensure their games comply with. This means not being able to launch slots with certain mechanics and features, and this in turn makes for a challenging environment in which studios must produce games that hit the spot with players.
The classics are always the best:
At the moment, players seem to be drawn to the slots they recognise from the gaming floors of their favourite land-based casinos in Las Vegas and beyond. I’m talking about slots such as Cleopatra and Wheel of Fortune. Online casinos stock these games as it is a great way to transition players online for the first time via titles they are familiar with and trust.
But as the market matures, player expectations will change with more complex games coming into favour. Of course, modern slots with gripping mechanics and engaging bonus features will also have greater appeal among the lucrative but hard-to-reach Millennial and Generation Z audiences, which operators will want to tap into via their online offerings.
However, the US presents a unique challenge for studios to overcome in that states have specific regulations that relate to the features that are and are not permitted in online slots. In particular, there is a ban on progressive features that are carried over several spins. In short, each spin is seen as an independent game round so all features must begin and end within that spin.
So, what does this mean? No progress bars, no collectables, no multipliers or free spins that build as the game plays out. Essentially, all the things that make modern slot games so exciting to play. This is leaving studios with a bit of a conundrum – how to hold the player’s attention for longer periods when any potential progression made in a single spin is lost on the next spin.
The clock is ticking:
This is forcing studios to think outside of the box, and that of course is a good thing. The key is to come up with concepts, mechanics and features that build high levels of anticipation into a single spin. This can include things like offering a second chance to win on every base game bet – this is something that we have done with our ClockwaysTM mechanic.
The way it works is that the outer symbols rotate clockwise, changing the symbol positions to create more, bigger wins in a way that keeps players on the edge of their seats.
Another tactic studios can look to explore is adding progression into multi-round bonus features such as free spins. With free spins usually lasting eight rounds or more, there is scope to bring in elements of progression here with any progress made reset once the bonus round comes to an end. This is easier said than done and requires super-smart mathematicians to create the models behind such mechanics while ensuring compliance with regulatory requirements.
But it’s not just the gameplay where studios can try new things. There is plenty of room to be creative around themes, design, sound and even narratives and characters that run through the game. US players are drawn to a wide range of slot themes, from magic to the Wild West as well as dragons, farming, sports, Egypt and Norse.
There is so much that can be done here to take these classic themes and elevate them through stories, characters, striking artwork and immersive sound. While the gameplay is always crucial to engagement, so too is the look and feel of the game.
Of course, the ultimate success of a game requires all of these factors coming together – theme, design, sound, math and gameplay. The US does present some unique challenges for studios to overcome, but those with the right teams in place will be able to work together to create compelling slot games that are fully compliant with the rules in each state.
It’s a tough hurdle to clear, but it’s what makes the US market so interesting for studios.
Inspired Entertainment Inc., a leading B2B provider of gaming content, technology, hardware and services, announced that it has entered an agreement with Alberta Gaming, Liquor and Cannabis, an agency of the government of the Canadian province of Alberta that oversees casino gaming (AGLC). Following a successful six-month trial period, AGLC has committed to purchase 150 new Valor terminals. Deployment of the new terminals is expected to be completed by the end of the second quarter of 2024.
“We are delighted to welcome AGLC as a valued customer. AGLC’s decision to order 150 Valor cabinets underscores the success demonstrated during the trial period as well as the strength of our product portfolio. We look forward to a long and prosperous partnership with AGLC,” Brooks Pierce, President and Chief Executive Officer of Inspired, said.
“We remain committed to expand in the attractive Canadian markets by delivering exceptional gaming solutions with both our gaming and digital products. Adding Alberta to our existing footprints in Ontario and Saskatchewan is the next step as we continue to see growth opportunities from the Canadian markets.”
Leading iGaming supplier Delasport expands further in Ontario through a sportsbook deal with Canadian operator Green Brick Labs (GBL).
The global software company will provide its award-winning Plug & Play Sportsbook iFrame solution, so that their new partner can add it to their growing platform.
The deal is expected to come into fruition by the end of this quarter and is yet another strategic move by Delasport, who successfully obtained an Ontario license earlier this year.
‘We are happy to extend our foothold in Ontario and make it happen with a great partner like Green Brick Labs, adding to our confidence as a leading software supplier’, says Delasport’s VP of Business Development Rosaire Galea Cavallaro. ‘Our Plug & Play sportsbook iFrame solution will skyrocket GBL’s operations due to the high quality of service they will be able to provide to their customers and we couldn’t be prouder.’
The Canada-based operator shares a similar opinion and as much excitement for the new partnership:
‘This is exactly the type of product we needed and is yet another proof that we provide the best solutions on the market for our customers’, GBL’s CEO Matt Rathbun comments. ‘At GBL, we prioritize great user experience, so this deal fits our vision perfectly.’
GeoLocs, a leading provider of advanced geolocation compliance technology dedicated to the iGaming industry, is thrilled to announce its partnership with The Mill Adventure, a pioneering platform provider.
The partnership will see The Mill Adventure seamlessly integrate GeoLocs, a comprehensive geolocation service, into their platform, offering robust, precise, and secure geolocation verification for their operator partners. This integration ensures guaranteed compliance, enhances security, and prioritises player privacy (as seen by the recent ISO certification awarded to GeoLocs and mkodo), all while delivering a superior experience to users when verifying their location on iOS, Android, and desktop with no need for additional downloads or companion apps.
“We are very excited about our partnership with The Mill Adventure,” said Stuart Godfree, Managing Director of GeoLocs. “Our advanced geolocation technology perfectly complements The Mill Adventure’s cutting-edge platform, enabling operators to offer a more secure, compliant, and user-friendly gaming experience.”
The Mill Adventure is renowned for its innovative solutions that empower operators to create unique and engaging gaming experiences. By leveraging GeoLocs’ geolocation technology, The Mill Adventure will provide operators with the tools they need to ensure precise geolocation verification, fraud prevention, and adherence to local gaming regulations, as well as a unique player experience that will set their clients apart from competitors, in markets such as Ontario, Canada. This partnership emphasises both companies’ commitment to innovation, security, and regulatory compliance.
“Integrating GeoLocs’ geolocation services into our platform offering not only enhances our compliance capabilities but also allows us to offer secure and enhanced gaming experiences to operators and their users,” said Robert Bowell, Chief Operations Officer of The Mill Adventure. “This collaboration reinforces our mission to deliver top-tier solutions to the iGaming industry.”
As the iGaming industry continues to evolve, the importance of accurate geolocation services cannot be overstated. The partnership between GeoLocs and The Mill Adventure is a significant step forward in addressing these needs, providing operators with the tools necessary to thrive in a competitive market.
For more information about GeoLocs and The Mill Adventure, please visit geolocs.io and themill.io
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