Rethinking casino games for modern user habits

Rethinking casino games for modern user habits

Friday, June 17, 2016 Posted by Andy McCarron
Joshua Morris says there is an opportunity to rethink casino for the mobile user

An expert in gamification believes that online casino operators should revisit how they approach mobile customers if they really want to evolve the entertainment that they can offer to today’s players.

Joshua Morris is the CEO at Ever Adventure, a gamified casino operator which has just announced a new partnership with William Hill which will see the businesses collaborating to bring the next generation of digital casino to life.

Morris told “The casino industry has adopted a porting strategy for mobile to date, taking desktop products and porting them into a mobile format. This has clearly been successful if we judge it on the revenue shift that has taken place towards mobile over the last three years in casino.

“That said there is an opportunity to rethink casino for the mobile user as habits are clearly evolving. Our goal is create a more engaging mobile experience for casino players and we believe we can improve on what has now become a very formulaic approach to usability for the mobilised casino user.”

The partnership will see William Hill and Ever Adventure working together on a collaborative roadmap of new casino product ideas brought to life through Ever Adventures own operation.

Crispin Nieboer, MD for Online at William Hill, said: “We are constantly exploring new ways to appeal to a wider audience in the casino market and we feel that this partnership will help us along this path. This deal plays to both our strengths and we are looking forward to discovering new ways to connect with the casual player.”

Morris added: “This is a really exciting partnership for Ever Adventure and we firmly believe that our product roadmap in the year ahead will take casino engagement into new territory. In an increasingly mobile casino market, the ability to adapt to evolving consumer habits and to excite customers in new ways, is more important now than ever.”

He explained that Slotser has been using gamification since late 2014 to engage users in various forms: “For example, users can level-up, unlock a wheel bonus feature, make friends and send other users free chip spins. The business has gathered significant insights which it will be using moving forward with William Hill.” Says: “There is a definitely an argument to be had that the casino industry could do with taking a new look at how it handles mobile gaming, but the figures show that the current offer is proving very popular at the moment. As suppliers become more adept at the mobile channel, perhaps there will be more room for trying something different.”


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