“The idea of the global game is a bit of a fallacy in a way” says SYNOT Games’ Head of Game Product, Brian Hallas, as the challenges associated with competing on numerous fronts worldwide was confronted head-on at the recent SBC Summit Malta.
Buoyed by a presence across more than 40 markets, which is set to be increased imminently, a constant stream of fresh developments were cited as critical in ensuring that the evolving nuances of player requirements are fulfilled.
In conversation with iGaming Expert, Hallas and CCO Martina Krajčí addressed the consistent headwinds that are encountered, and just how the studio utilises its rich history to stay ahead of the game.
Regulations and the global game
When you boast a presence that stretches through so many markets, an array of challenges can be associated with staying on top of constant alterations.
For Krajčí, the significant time and energy that has to be designated to remaining compliant is crucial, as evidenced by the constant chatter regarding this topic at every conference worldwide.
“We need to be prepared to put manpower to cover that area,” she says while further adding that “from a technical and sales point of view, the integration of all our products is an equally constant challenge.”
“We are developing several products, and integrating these into platforms, aggregators and casinos is certainly demanding. It requires manpower on both sides, but that’s the nature of the task and we’re always ready to help.”
However, Hallas chose to adopt a different approach by looking at the biggest primary challenges associated with the global game.
This, he notes, is primarily aligned with an increasing number of player types, in addition to the changing nature of demographics and preferences amid an aim of producing content that has a more continental spread.
“The challenge is to not be too distracted by so much of what is out there in the market and focus on the delivery and improvement of our core product to relevant players,” Hallas comments. “We can’t reach or satisfy every single player. Nobody can.”
“Everyone would love a global hit, but at the end of the day we’ve got to make sure that the recipe to what we’re doing is consistent and innovate where there’s incremental opportunity.”
Data and deep relationships
With the above in mind, attention shifts to meeting the opposing needs of users across various geographies. Backed by evidence that demonstrates a desire for localisation across every facet of a title, SYNOT’s aim of reinventing some of its biggest hits to meet the needs of specific markets will be cast throughout its portfolio.
“A game mechanic can be popular, but there might just be a little something that needs to push it over the line,” he adds. “We know that the game mechanic is working, we can see the data, but it maybe just disappears because of the sheer number of games that are being released. How can you better secure a position in a player’s mind?
“This is where our focus on thoughtful localization really pays off – aligning our games and approach with the expectations of each market has led to consistently strong outcomes.”
This rather sensible advantage is not least demonstrated by the company’s past experience of working within the realm of retail gaming, which Hallas believes is a pivotal advantage when compared to its counterparts.
“Many operators are global operators and not local operators,” he says. “One thing that SYNOT has an advantage of is its land-based history and the standards of working relationships in a localised manner.
“I honestly don’t think that that’s understood as well as it should be. We are used to having localised conversations from a land-based situation with people and we can do that online. Data, good conversations and a relationship on a local level is what’s important!”
A foundation for the future
With an iGaming catalogue that exceeds 200 casino slots and counting fast, the stage is set for yet more players to experience the SYNOT Games portfolio as a steady expansion into more global markets continues.
Evidently, Latin America captures much of the industry’s attention, and with that said SYNOT’s sights are set on Peru, Argentina and, unsurprisingly, Brazil. However, the company is far from putting all of its eggs into one basket.
“We are also expanding to South Africa as our next regulated market, before targeting other markets across the continent such as Ghana, Tanzania, Liberia, and so on,” Krajčí says.
“Another step in our regulated market focus will be via applications for New Jersey and Ontario licences. This should finally happen this year.”
On the product front, Krajčí is also keen to offer an update on the PEAK retention tool, which was most recently boosted by the addition of its Dream Dial and is set to witness further updates.
“We have a number of operators using it frequently and have had really positive feedback,” she continues. “We are now in development of missions and challenges, and they should be available to operators by the end of this year.”
“One last thing to add to that is also the fact that our PEAK tool caters for a great deal of customisation. Either alone or with our support, operators can control what they’re putting up, apply a more personalised approach and deliver a better player retention experience.”
Picking up the baton, Hallas closes out the conversation by looking at what lies ahead when it comes to specific titles. This, he says, will build on the success of a pair of recent releases, notably Volcano Explosive and Wild Vaults.
“Our roadmap is fairly split between classic and thematic slots,” he concludes. “When you’ve been developing games for years, there’s occasions where limitations on games can restrict them despite being a valuable part of our history – and some of them are big titles!
“How can we bring them back to life? Well, I think there’s a good reason to be excited for the coming year. We have a series coming out where we’re going to reinvigorate some of our biggest titles with even bigger rewards!”
