Play'n GO explains rise of bespoke content

Play'n GO explains rise of bespoke content

Monday, December 21, 2015 Totally Gaming
Robert Skogh said that operators benefit from differentiating themselves from rivals

Swedish slots and table games specialist Play’n GO was one of the first providers to offer bespoke content for its operating partners back in 2012. Here, business development director Robert Skogh tells that the demand for exclusive content will only grow in 2016. Could you tell us about the development of your bespoke offering?

Robert Skogh: Our first exclusive game was a multi-line five-reel slot based on the Finnish crime fiction TV-series  ‘Vares’ for the casino Kolikkopelit. We were soon creating bespoke games for bigger operators like Unibet and the Betsson.

I think it’s fair to say that our bespoke game concept, which we initiated in 2012, was pretty pioneering at the time and exclusive content has now become one of our USPs. Since then we have delivered around 25 bespoke games to various operators and more are being produced as we speak.

TG: How do you tailor your games for individual clients?

Robert Skogh: We sit down together with the customer and discuss the game concept, themes, graphics, music, and maths model and put a plan together to deliver it in a certain timeframe. In most cases the bespoke game is based on one of our existing math models but we also do completely new games from scratch with new maths behind. Between us we can decide on which games have been particularly successful for them and cherry pick the best elements of all of them to produce a great new game. 

The deal has to reflect an operator getting a game exclusively, and normally we agree on special terms to give the operator exclusive rights for a year. Typically, production of a high-quality premium game takes around six months between the drawing board and going live, so it is a pretty speedy process considering the standard of the games that we deliver.
TG: What are the benefits for operators in having exclusive games?

Robert Skogh: The most obvious one is that they have a game all to themselves from a studio like ours, which has a track-record of producing successful and much-loved titles. You can go to the sites of operators around the world and see the same games from the same big suppliers on practically all of them.

Bespoke games are theirs and theirs alone, for a time at least, and can only be played on their site. As a result, they get behind promoting them as they are unique and cannot be played elsewhere. That helps their profits and ours. It also chimes with other industry trends around increasing localisation and tailoring the user experience to individual players.

To use a retail metaphor, I think people will always want to shop in supermarket for a lot of their food. But from time to time it’s nice to get something a bit special in the delicatessen! 
TG: With the mega-mergers in the industry are we likely to see more tailored content in the coming years?

Robert Skogh: Almost certainly. As operators merge there is going to be increasing centralisation of content. As well as attracting new players, those operators will want to hold on to their existing ones. Offering exciting new bespoke games is one way of keeping them interested. 

As more and more markets open up there is going to be more and more demand for site-specific games. As a specialist in this we’d be very keen to talk to operators who might be interested on stand N6-340 at ICE Totally Gaming.


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