Interview: Inspired Gaming pushing both library and bespoke content

Interview: Inspired Gaming pushing both library and bespoke content

Thursday, April 9, 2015

Inspired Gaming believes it is in a great position to capitalise on opportunities in both bespoke and library gaming content.

The company last week announced a new deal with Gala Coral, which extended its use of Inspired’s selection of games such as ‘Goddess of the Amazon’ and ‘White Knight’ via desktop and handheld devices.

The deal also includes provision for new content that will also be made exclusive to Gala Coral customers and are currently in development in both Inspired’s and the operator’s in-house game studios.

Dave Hammond, senior vice president mobile at Inspired, told TotallyGaming.com that this dual approach is key for the company and the industry as a whole.

"There are advantages to both," said Hammond. "Exclusive games give operators a USP and allow them to cater for specific player segments. However, hit library content has the advantage of scale of marketing and player recognition.

"Inspired is committed to providing operators with a flexible approach that enables them to maximise the player omnichannel experience and volume of game plays.Paying a premium for bespoke content allows the operator to work closely with Inspired's creative team to develop content that is exclusive for their players.

"Looking ahead, whether the content is exclusive or library, the key is making the games engaging and immersive, and ensuring a quality experience regardless of the platform."

Inspired, like all software developers, has the complication of creating games for multiple channels, but believes it has led the way in embracing HTML5 through its in-house team and refuses to accept lesser products just to avoid technical problems.

"Designing games for desktop and mobile, in particular, requires a significantly different approach and user interface compared to machine," Hammond said. "Creating responsive experiences for mobile devices has its challenges because of the fragmentation in handsets, operating systems and browsers.

"So, the design needs to be as flexible as possible and the programming needs to be slick to keep the experience smooth and of course the games themselves need to be innovative, always using new design mechanisms to improve the all important player experience and enjoyment.This is why, unlike other game developers, Inspired doesn’t design mobile games for the lowest possible denominator, but specifically for multiple devices.

"Inspired develops at a higher resolution than most other game suppliers, so that when you’re playing on a device with a premium screen the games are very high quality."

The deal with Gala Coral is the latest between the two firms following an initial agreement last September.

Inspired, which operates in 30 countries and supplies services to the likes of William Hill, Intralot, Ladbrokes and China Sports Lottery, is sure that its library of content can drive any companies seeking to enhance their digital offering.

"Land-based operators are increasingly looking to adapt to the omnichannel gaming landscape," Hammond said. "They are looking for the best technology and games across land-based, online and mobile so that their players can access their favourite content 24/7 and on every platform.

"Having a strong portfolio of land-based and HTML5 desktop and mobile games also strengthens their position as it enables them to drive incremental growth."

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