Large software providers such as NetEnt, Playtech, and Dragonfish provide the games for the majority of the online casinos, poker rooms, bingo sites, and sportsbooks operating in the UK today, but according to some, product innovation is being hit by an increased aversion to risk, as well as growing regulatory requirements.
“The more corporate these companies become, the more difficult innovation becomes,” explains industry expert Kim Eaglestone. “It takes a lot of time and a lot of effort to get to the point where senior management will buy into something new, because of the risks involved. The decision making process is much quicker in smaller organisations, which means they are able to innovate to stand out.”
In an industry where acquisition is becoming too expensive, regulatory pressure is high, and the threat of high-level fines is ever present, the focus is shifting to retention and optimising the player experience.
Whilst innovation is never easy and can be viewed as a risk, it is also vital for all companies within the gaming industry – new and established – to look for new ways to engage with their players.
Download the full Industry Gaming Report to discover how Mindera, a software consultancy, is taking an innovative approach to game development. Their Head of Gaming, Mita Patel, gives us her top tips when building the best products for today’s online gaming audience.
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