In the competitive igaming market, operators are consistently faced with the difficult task of selecting the right games from the right suppliers to build their content portfolios. Games must tap into the broadest player base, account for market considerations and meet operators’ business objectives.
Content suppliers face similar challenges. To be recognised in the market, they must deliver innovative mechanics, popular themes and a variety of awards – all in the hope that operators will select their games.
As a leading content supplier, IGT PlayDigital understands the challenges of both operators and suppliers in this highly competitive market. But what does it actually take to create a successful game? We sat down with our head of content, Brett Jackson, to learn more about how IGT PlayDigital creates its successful selection of online omnichannel titles.
Be passionate about games
First, and most importantly, the game team must have a passion for the art and science of game design. “Our team is really passionate about games,” says Jackson. “We build our love of games into the development process because we want our games to be the best. When the artwork, the sound and the whole package fits together, players can sense it – and that’s reflected in the gameplay numbers.”
Building on the success of IGT’s extensive land-based catalogue and bringing those games online requires higher levels of collaboration. “When it comes to omnichannel, we are laser-focused on building the land-online connection for success,” notes Jackson. “We want to take these well-recognised titles, like Prosperity Link, and convert the land gameplay experience into the online space. That means working closely with the land team and establishing recognisable themes that draw in players.”
Focus on player experience
For omnichannel games, player experience is key – players want to have a similar experience whether it’s in the casino or on their phone. “Because online players can play in such different circumstances from land players, we have to be very thoughtful in how we convert these land games into online games,” explains Jackson. “We take the land game and faithfully convert it to our online formats, math models, and markets. It’s not an easy process, but we really want the online player to have as close to a land experience as possible, game wise, so their favourite games feel right no matter where they play.”
Jackson also mentions that a healthy respect for the player experience is important, regardless of channel: “Many players come to our omnichannel games for the chance to win a massive, progressive jackpot. But they also want the freedom to play their favourite games whether they’re online or on land. Knowing the jackpot is linked between land and online really adds to the game’s appeal.”
There are remarkably high engagement and crossover rates between land and online players; Jackson estimates the uplift for a dual-channel player between 30% and 60%. Maintaining an engaging player experience between channels is a critical piece of the puzzle. Ultimately, slot players are looking for entertainment. Jackson notes that it’s important to “offer a lot of drama and variation within the same game”.
Use data to drive decisions
How does the team at IGT PlayDigital manage their game development process? A focus on data. Jackson says: “We consider each game for the roadmap based on the broadest appeal across the widest range of markets.
“We keep a steady cadence of land-based games in our online roadmap because the data supports the success and recognition of those games in particular markets. We want to provide enough new content to keep the games fresh and in the minds of both operators and players,” he adds.
Create and nurture partner relationships
A key reason for the success of IGT PlayDigital’s omnichannel games is its relationships with operators and vast experience in the space.
Operators that partner with IGT PlayDigital trust our high-quality content, both on land and online. “We frequently communicate with our customers to understand their markets. Then we determine how to leverage those insights to collaborate and create games that make their business successful,” says Jackson. “They trust us to act upon their insights and continuously improve.”
IGT PlayDigital launched the first-ever omnichannel land-online link in the US in 2023, building upon the success of the Wheel of Fortune Triple Gold Gold Spin wide area progressive in New Jersey. Jackson points out, “We were the first supplier in the US market with an omnichannel link because of our vast experience and established partnerships. The communication we share with our customers showed us there was a place for this game in the US. They knew they could trust us to build what they needed.”
Staying innovative
How can a content supplier stay innovative year after year and still be successful? By building on its ideas, partner collaborations and market knowledge.
Supplier-operator partnerships play a big part in developing a blended roadmap. The player base in certain markets may have distinct game preferences, and it’s important to work with operators to understand these preferences and keep them in mind as game development proceeds. When working on the overall game roadmap, Jackson notes: “Our goal is to build a blended roadmap that takes into account previous successes as well as brand-new innovations.”
A successful roadmap also means looking at what’s currently working in the market, and this is especially true for omnichannel games. Jackson says: “The POWERBUCK$ games in Canada have been a massive success for operators. Canadian operators are constantly asking us for more due to the overwhelmingly positive response from both land and online players.”
Because the global igaming market has a vast number of regulatory bodies, suppliers must ensure their portfolio works within the specific requirements. Jackson adds: “We understand players and what they want in a game. But we also understand the regulations extremely well, where many other suppliers may not. When we innovate, we come up with games that are fun but work within the regulatory parameters.”
Bringing it all together
Creating a successful online game is a combination of many factors: passion for games, player experience, data, partnerships and innovation. Content suppliers must account for all these factors to offer the best portfolio to igaming operators. While it can be a challenge to bring everything together, the effort results in high-performing games that become player favourites and drive revenue.
For IGT PlayDigital, the effort to continually produce successful games is an ongoing process. Leaders like Jackson are confident the games that come out of the studio will succeed for partners, boosting their player experience, promotional power and revenue growth.
For more information on IGT PlayDigital games, visit igtplaydigital.com.
Brett Jackson brings decades of industry experience to his role as head of content at IGT PlayDigital. Previously the director of game development (land and online) at Light & Wonder and Aristocrat, Jackson brings his unique perspective and creativity to the table to develop top-performing igaming content, such the Cash Eruption family of games. As IGT PlayDigital focuses on bringing top-performing land-based slot titles online, Jackson’s omnichannel expertise helps inform the strategy of the business.