Pragmatic Play is now in the process of re-thinking how it can set itself apart from other game developers. Its Chief Business Development Officer, Yossi Barzely, said that studios are being forced to evolve because the slot machine industry has become crowded.
Today, slot developers have to come up with games that will be better than their competition. For example, Big Time Gaming brought us games like Extra Chilli slot, and NetEnt has Gonzo’s Quest. With slot machines like this, companies have to grow, and they need to do it fast.
Product Strategy over the Years
Yossi said that slot machine development is in a constant state of evolution. He believes that it is the provider’s duty to be on its toes all the time—that the provider must understand what the market wants, and that it can supply the demand.
He said that the strategy in game development is always taking at consumer demand first. Next, the team must have a unified plan on how to bring about this vision into a tangible product.
The different departments must be at the same mind-set, or the game development will suffer. This is why the games that Pragmatic Play design are all modelled by experts who have worked together to achieve the same goal.
Pragmatic Play believes that developing quality games is not enough. The strategy of the company is to also provide their casino partners to offer rewards to clients. Pragmatic Play is aware that many developers in the i-Gaming industry are always on the lookout for developing new tools that can change a player’s gaming experience.
These tools are all focused on delivering something new. They are meant to increase customer loyalty and retention. Social media is one of the main areas that game developer, including Pragmatic Play, are looking at. There is no doubt that people like sharing their wins, and this is why Pragmatic Play has games that allow their users to see leaderboards.
While it is true that good slot machines can do wonders for a company’s revenues, players are looking for something different all the time. It is critical that when a developer introduces new tools that these tools do not distract the players.
When asked about the blockbuster slot Wolf Gold, Yossi said that Pragmatic Play is positive that there will always be another blockbuster game out there. The design and sound of a slot machine can draw an audience. However, he believes that another component that can make a slot machine a big one is if it is branded.
He said that several studios are willing to spend a lot of money to make a deal with renowned TV shows and movies so they can use these slots on their machines. While Wolf Gold is really a high-grossing game, it has also invited a challenge among game developers. Today, it has set the bar to a higher level of standard.
Content aggregators are platforms where players can enjoy so many titles from one source. There is a debate going on where one camp claims that content aggregators have ruined the industry. Some argue that aggregators have democratized the system.
Yossi’s stand is that the company is comfortable in dealing with both direct integrations with casinos and with content aggregators. To him, the company has launched games on several platforms and there really were no issues. A testament to this claim is Pragmatic Play’s direct integration with platforms like PokerStars.
In Pragmatic Play’s eyes, products need to attract players, and that is all there is to it. The quality of the game speaks for itself. What happens next is up to the players, regardless of whether the player accesses the game through an aggregator or a casino with direct integration with the game developer’s servers.
The casino industry is still thriving. Over recent years, so many new companies popped out like mushrooms and began offering the same games—slot machines. There seems to be an overload of games there, but Pragmatic Play is confident that it is going to retain its status in the industry.
Leaders of Pragmatic Play always put the customer experience as a top priority. They believe that the quality of the games is a testament to the hard work that their team members have put in. As a game developer that is urgently at the peak of its success, it is not resting its laurels. Instead, it is constantly looking for ways to innovate and bring new experiences to its players and partners.
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