Global Gaming head of casino, Dirk Camilleri describes why a focus on overall player experience can be just as vital in establishing a thriving and booming casino offering as the standards of the games on offer – and why a focus on bonuses and promotions will be unfeasible in the long run.
What recent game releases have performed particularly well for Ninja Casino?
Recently, game releases from various providers have increased quite remarkably. Studios have been releasing latest titles up to twice a month, so a few games have been launched recently, however a game which stood out within our players is Book Of Oz by MicroGaming. What the players have been tempted by is the Respin functionality, enabling them to spin individual reels to line up a winning combination. Wild Falls from Play’n’Go has also been performing well. Both slots are quite volatile and a trend we’ve observed is that players seem to be aiming at more games which have the potential to pay big but less often.
Are there particular suppliers that consistently outperform others?
To explain, it really relies upon the market. The answer is yes due to certain studios perform considerably better. For instance, NetEnt and Play’n’Go from Sweden performs better for us. This also includes new releases, which are well received by players, confirming that certain suppliers consistently outperform others. Our relationship with suppliers is vital. The objective is to develop a firm collaboration, enabling us to come up with the best methods to promote games which appeal to our players.
Have you found that older titles, such as Starburst or Book of Dead, have continued to outperform newer releases? Does this make it difficult to innovate or successfully launch new titles?
With the amount of current game studios and constant releases, there is definitely no scarcity of content. A lot of studios have been making high-quality releases with new mechanics and characteristics, yet they tend to decline after a period of time. There should be more emphasize on the player experience, the emotions conveyed in the games and engagement. Big Time Gaming has been doing very well for us with Bonanza and Who Wants to be a Millionaire. Their quick achievements can somehow be allocated to video streamers showcasing their wins, piquing players’ curiosity and passion to undertake the games themselves. So, certainly, there is space for change and new leading studios to be established.
Offering what is essentially a ‘stripped back’ version of other online casino sites, how does this affect your content strategy, in terms of which games to promote?
Ninjas Casino’s success illustrates that users are not going after the largest collection of games but preferably the overall experience. Comprehensive study is implemented by the casino team to choose games which appeal to our player base and are of interest, meaning we have to be more selective than others on what to advertise. In the near future, as part of the content strategy, we will be seeking to enhance our current portfolio with more providers, which would be of interest to our players.
Does the stripped-down approach extend to content – for example, do you shy away from feature-rich games?
Not necessarily. It’s rather a matter of having a proper perspective of what the players are looking for and boundless knowledge of the markets one manages in. The incorporation of features is part of the excitement and thrill players seek in the games. A certain amount of benchmark are taken into consideration when choosing such content. Mastering the game mechanics and features offered as well as understanding what our players will be interested in is part of our strategy when choosing the positioning and promotion of such content.
How important are exclusive titles to Ninja Casino? Do you feel they attract players, or do you feel it’s more important to offer players games they know and enjoy already?
From an acquisition point of view, players incline to search for content which they are well known with. We already issue out some of the old titles, which players have been exposed to before. Moving forward, the blueprint is to keep developing on that and provide our customers more games they can appreciate. Unique content certainly offers the ability to capacity something which is unique and special to other casinos and something which can form a unique value. Last November, we took the first move in that route by commencing our own exclusive tables in a committed live casino environment. This enables us with a platform that allows us to customize the customer experience for our players, something which is quite beneficial. So, yes, exclusivity and uniqueness are something which we will carry on to work on in the coming future.
Without offering bonuses and promotions, what’s your strategy for acquiring players? Do you feel this differs from peers in the industry?
We feel that one cannot genuinely have a good product and subsequent user experience focus if they need to repeatedly resort to neglecting and aggressive direct marketing pull strategies. Our focus is on providing an excellent user experience to our customers with fast withdrawals and an effortless onboarding, and our marketing coordinates with that. One of the crucial aspects is that we haven’t pushed welcome bonuses in the past but depended much more on breaking through the monotony of advertising with our fun and fast ninja mascot.
Looking to the year ahead, what do you feel will be the key challenges facing online casino operators?
New compliance standards have been driving constant changes in regulated markets, and this is likely to continue bringing about more adjustments for casino operators. With the Swedish market being freshly monitored, I am sure a sum of explanation and instructions are expected to be announced in the coming months of what is expected from operators, which will emerge in operators having to make product adjustments. Our present focus at Ninja Casino is to accommodate our product in line with the Swedish re-regulation, as well as – in a scalable manner – being competent to implement it to other appropriate markets. What is absolutely evident to us is that we will keep seeking to carry out innovative, entertainment with standards in a safe environment.
Article all credits to
Global Gaming head of casino, Dirk Camilleri and iGaming Business