So you have good games with good distribution, but your games are still not working – so what’s up? In another article on improving gaming revenue, Kevin Dale examines the impact of account management on gaming performance.
Amazing games and wide distribution don’t guarantee results. Or, at least they don’t guarantee performance compared to similar games with similar distribution. This is where great account management can make all the difference.
Take a look at those operator sites, for example, where the numbers of games, studios, and game ratings are very different.
All other things being equal, studios that have a high share of total games on the main casino page will have a higher share of user spending. Additionally, games that appear higher on the page itself will draw more volume than those buried near the bottom. Note that the lower rankings are better, as they represent games that are higher on the operator’s page – similar to the competition for eye-level positions in supermarkets.
With an average of 800 games on an operator’s main casino page and 1,300 across all of its pages, achieving both game penetration and a high shelf position can make all the difference.
Obviously, there are a series of factors behind the ranking of games and game shares on operator sites, but with careful filtering of data by operator, game type, page type, etc. is possible to understand the impact of each.
Some sites such as Alpha Interactive’s 14red.com have over 1000 unique games that will appear more than once under different page filters or categories, such as “featured” or “new”. Others like 888 Bingo are more selective in terms of the number of studios and games offered to customers.
On 14red’s Evoplay site, Betsoft / Nucleus Gaming and Lucky have the most games available although Lucky’s 62 titles are all grouped together at the bottom of a very long list, possibly because they are a new supplier to the game. group. Meanwhile, Flatdog, Booongo, and Felix Gaming seem to be getting better overall page rankings for their games. Different graphics would show that some studios have all of their games listed while others, which appear to have a good presence, may still have less than 50% of their game portfolio available locally.
Meanwhile, at 888 Bingo there is much less competition for eyeballs. It’s no surprise that their own in-house creations take up more of the overall page space, but when this site came under surveillance, all of the titles they offer from Red Rake Gaming were at the top of the page. , having been presented in the “new” section. While the titles themselves weren’t new, the game studio and its games were new to users. Studios that benefit longer term from 888 Bingo page categorization are IWG (Instant Win), NextGen Gaming (Scratchcards) and Endemol Shine (DOND).
For any site, the potential to be included in such “news” or “featured” sections is essential. Some studios can dominate a category and others, like Playtech, NetEnt or Microgaming, even manage to have a “tab” or a category of their own on certain igaming operators.
Among all the operators, a handful of studios still achieve good rankings thanks to their own subsidiaries of sister operators (Gamomat, Slot Factory, 888 and Merkur). Outside of this group, there are others who seem to outperform their bed mates including Endorphina, Slingo Originals, Relax Gaming, Saucify, Eyecon, WorldMatch, Quickspin, Hacksaw Gaming, and Yggdrasil.
Although time consuming and painful, integrating your games with an operator is just the start of the process. From then on, great account management can make all the difference in how much of your games are listed on a site and how important they are across all pages or subcategories.
Some operators let the games settle in their “true position”, based on turnover, gross / net income or active sessions. On these sites, the performance of your games will be more strongly influenced by the quality and functionality of the game (one for the next article in this series). Good launch performance will lead to higher visibility on the site, which in turn will lead to more gameplay and therefore longer revenue longevity.
Other operators are commenting on how to classify games and studios on their sites, based on their experience or knowledge of their customers. Most are also influenced by the margin they make on individual games or studios. Finally, game suggestion algorithms using the client’s game history and / or feature match may play a role.
Regardless of how they prioritize games, operators will favor studios where the relationship is strong, and that’s something that can be influenced.
Good account managers make it easy for operators to promote their games, providing them with a variety of game assets such as promotional videos, banners, stats, features, and texts. They have in-depth knowledge of the studio’s broader B2C advertising, which helps create attraction demand among end users. They’re armed with stats, which show how shared features like jackpots or leaderboards impact game performance and customer retention.
They will push for more exposure on “news” and “featured” pages, on operator emails and at promotional events. They are good at cross-selling games on other product tabs, such as bingo halls or mini games on sportsbook homepages. They have the option of offering special conditions on specific games, all within the limits of the larger agreement.
Mostly, they are performance-focused or motivated, and rewarding their efforts on “exposure” to the game or share of voice can work particularly well. A change of NGR operator can be attributed to a multitude of factors, such as the speed of release of games in the studio, game design and the operator’s own bonus strategies or the volatility of VIPs. In contrast, the site’s content listing and exposure falls more within the sphere of influence of account management – and therefore can be monitored through game rankings and game coverage data.
When the relationship between studios and operators is indirect through an aggregator, the same activities above still apply, but the approach is one step removed.
It is not enough to simply launch games on existing operators. The average operator has 30 studios and 1,300 games on their website. To make your games stand out, good account management can make all the difference.
Interestingly, the best studios by page rank are not all the same studios, which have the widest distribution in terms of number of operator registrations. Some studios seem to perform better in terms of high coverage and placement on the sites where they are listed, while others, which are not necessarily as good per site, are able to cast a wider net.
Kevin is the co-founder of eGaming Monitor. He was previously CEO of Gameaccount (now GAN plc) and CMO at Eurobet, Sportingbet and Betfair. Egamingmonitor.com is a gaming industry consultancy, with proprietary data covering 30,000 games from 1,000 vendors across 1,000 operator sites.
photo by Lukas of Pexels