IGT PlayDigital President: Keeping up with the customer
Gil Rotem talks to Gaming America about personalization, omnichannel solutions and more.
Currently, which of IGT PlayDigital’s game offerings is particularly popular?
We continually see high performance across many of our game types, including slots, card games, video poker and more. Our omni-channel content performs exceptionally well across all markets, with our number one game being Cash Eruption™. This game has been leading in the North American online slot market for the past two years, and consistently tops the Eiler’s Game Performance reports. As a game family, Cash Eruption has continuously over-indexed in terms of performance.
We recently took Prosperity Link Wan Shi Ru Yi™ online in North America, and it has already demonstrated great performance across our customers due to its recognizability with land-based players. This is just the first Prosperity Link™ game in a series that will be rolling out throughout the rest of 2024.
We’re also excited to build on two of our successful games – Blackjack, which continues to outperform competing blackjack titles, and POWERBUCK$™, a widely successful Wide Area Progressive series in Canada – by combining them to create POWERBUCK$ Blackjack. This linked jackpot game will feature a multi-million land-based jackpot to drive even more momentum amongst players. Operators and players alike love these linked games because of the recognizability of the theme across land and online, as well as the excitement of the larger and faster jackpots.
Internationally, Jungle Tower™ and other MegaJackpot™ progressive games have also maintained solid performance, contributing to IGT PlayDigital™’s diverse and successful portfolio.
What role does personalization play in IGT PlayDigital’s solutions?
Personalization will continue to be key for IGT PlayDigital and its customers. Today’s consumers are increasingly more accustomed to convenience, choice and personalization in all aspects of their daily lives. For us, we view this as a big opportunity for our customers and a primary motivation for innovative solutions such as the PlayDigital Engagement Platform™. The Engagement Platform helps operators offer elevated personalization through LEADER BOARDS, AWARD QUESTS, the PlayDigital PRIZE ENGINE™, and more.
In North America, PRIZE ENGINE has emerged as one of the more popular tools within the Engagement Platform, offering operators a chance to run personalized player promotions directly through the tool. Another new technology that our customers are excited about is the PLAYER HUB™, a data-driven tool that creates personalized experiences for each individual player, from personalized offerings to game recommendations. Overall, IGT PlayDigital will continue to keep personalized experiences at the forefront for all our future products and innovations.
What are the benefits of offering an omni-channel platform?
Offering an omni-channel solution provides several significant benefits to both players and operators. Firstly, players enjoy the flexibility of accessing their favorite games anytime and anywhere, whether they are on a casino floor or playing online. This accessibility enhances player satisfaction and loyalty. Secondly, the pooled player base from both land-based and online channels enables larger progressive jackpots that trigger more frequently, creating more excitement and engagement among players. For operators, an omnichannel approach allows for unified promotion strategies across both platforms, maximizing the reach and impact of marketing efforts. Ultimately, omni-channel players tend to be more engaged with the games, leading to increased revenue opportunities and a stronger overall gaming experience.
Which iGaming markets offer the highest growth potential?
Latin America has recently emerged as a pivotal iGaming market with immense growth potential. As an emerging market, it presents significant opportunities for expansion, particularly through the introduction of localized content and innovative player engagement solutions tailored to these regional preferences.
Our aggregation platform is also currently live in LatAm and is poised to play a crucial role for operators looking to enter the market. By leveraging the platform, operators gain immediate access to a comprehensive portfolio of content right from day one, with the added benefit of being able to leverage all the great engagement tools we offer through a single integration. The combination of our content and technology not only enhances growth opportunities but also positions Latin America as a key region for us moving forward.
What are IGT PlayDigital’s aims for the second half of 2024?
We will continue to focus on delivering our roadmap of top-performing games as we move into the second half of the year. Our latest game releases in the first half of 2024 have been positively received by customers and we’ll continue to monitor, track and respond to trends and feedback from customers as we move into Q3 and beyond.
We are also working hard with operators to maximize the value of our tools in order to reach their specific goals; whether that be player sign up, retention, VIP management or improving general engagement and providing an improved experience. We have a lineup of operator promotions that we’ll be running on our key games through the Engagement Platform and this gives us and our customers a chance to see the tools in action, optimize and improve, and get a glimpse into the amazing results that we can deliver through custom promotions.
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