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Vanilla content will always be second best – argues Reflex CPO

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Ahead of ICE London 2019, Mat Ingram, CPO of independent developer, Reflex Gaming, explains why the commoditisation of content is a race to the bottom

Looking back on 2018 what have been the highlights and the key achievements in the online space for the Reflex brand?

2018 was a year characterised by strategic and steady expansion for Reflex in the online sector. We went live with five new top tier operators as well as numerous smaller operators courtesy of our existing distribution partnerships which continue to do well for us. We have adhered to our “quality over quantity” philosophy, resulting in six new game titles over the course of the year, all but one emanating from our market-leading portfolio of land-based content. We have forged new commercial relationships, worked with new development partners, and continued to learn a lot.  There’s no doubt that 2018 was an important and successful year.

How would you describe the main challenges for the online sector – is it facing a case of over supply?  Is there a danger of quantity subsuming quality when it comes to games content and what can be done about it?

For me, the sector is surprisingly slow-moving given its entirely-digital nature, but this is a symptom of the complex distribution routes that are now so prevalent, along with the hugely busy supply chain. Many planets have to align technically and strategically for a relatively simple event to occur, such as a game release. Compare this to our server-managed land-based machines, where I can develop a game in half the time and release it overnight to thousands of machines, but of course in this case I am in complete control of the tech stack and the content strategy, which helps enormously! The over-supply of what I would describe as vanilla, ‘global’ content has turned the previous art of game creation into a production line building commodity ‘widgets’ whose value to the supplier is measured in how low they can get their costs. This must, in turn, reduce quality, however this is not always immediately apparent. There are so many games being released that without any promotional activity (that the bigger suppliers can fund), one game performs much the same as another, thus perpetuating their commodity status. As such, I believe there is an increasing requirement for specialised, ‘hyper-local’ content – by which I refer to games that have been specifically created by suppliers with local expertise and experience for local players. As suppliers, we often have to modify our games anyway to suit local regulations and language, so there is already an existing idea that games must be localised, but I believe that it is also better for the user if the games with which they are presented are those that have been crafted for them rather than the one-size-fits-all approach that is often used. Reflex have some of the most successful games in the land-based markets in which we compete and we should leverage these with partners who have expertise in distributing hyper-local content.

Has your thinking on omni-channel gaming changed since ICE 2018 and if so where do you stand now?

No, my opinion hasn’t really changed on this. It may be sometimes difficult to quantify the benefits or produce empirical evidence of them, but intuitively I feel that it has to be better UX for a player to be able to move from one channel to another and play the content they know and enjoy on platforms that support a seamless transition from one place to another. Surely, if the player has a better experience whilst doing this, they are more likely to stay loyal to the retailer / operator and indeed the games? It just seems to make sense to me. This is why Reflex are talking to a number of operators who have both a land-based and an online presence about how we can work together to provide UK-specific, omni-channel games, and we are one of only a few suppliers who can do this.

How will Reflex be using ICE London 2019 and what does success look like?

We will be using ICE to showcase our diverse land-based and online product ranges. It’s one of the few opportunities we have to put everything together in the same space, and our omni-channel credibility becomes really apparent when you see it all together. The range includes UK and Dutch land-based machines of many styles and categories, through to purely online and mobile content, with the same design ethos running across all channels. The star of our land-base range is the GamePro cabinet which will this year include the new GamePro Max, a sit-down lounge-style machine. Our view is that whatever a player experiences in a land-based environment, they should be able to experience on their desktop or mobile within the confines of the devices. A successful exhibition for Reflex is mostly not about the number of contracts or deals we sign, as most of the hard work has been done on these prior to the show, but rather it is about how many new people we meet and new opportunities present themselves, and judging by the number of meeting requests we have already had, we should be in for a busy few days!

As an exhibitor do you get the opportunity to spend time walking the aisles at ExCeL and taking stock of the industry and the direction its travelling in – how important is it to do this?

I think this is hugely important, although being honest, I don’t get as much time to do it as I would like, as I am generally busy on the stand. However, I have a great team who come to the show and who act as my eyes and ears on market trends and important product innovations.  I wouldn’t say it’s a military style operation but we have regular catch-ups whilst the exhibition is in progress and they take me to see the things and meet the people that have caught their eye. I am a firm believer that Reflex should stand independently with respect to innovation and not succumb to parodying the ideas of others, but that said, it is important to know and understand what other market sector participants are doing and why.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Vanilla content will always be second best – argues Reflex CPO

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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EGT at ICE Barcelona 2025: Get ready to be stunned

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EGT is prepared to make a long-lasting impression on visitors at ICE 2025, which will be held in Barcelona for the first time. The Bulgarian manufacturer of gaming equipment will showcase its compelling selection of bestsellers and high-potential new developments at one of the largest stands at the exhibition 3F30.

Among the novelties that will arouse the greatest interest will be 2 brand-new slot cabinets – 32-32 St and 32-32 Up. These models will certainly not go unnoticed by the event guests.

On display will be the newest addition to the company’s jackpot family – the 4-level Asian-themed Zhao Cai Shuang Yu. It will reveal the astonishing world of its 2 games, Prosperity Strike and Rising Coins.

The attendees will also be able to see and test the latest multigames from the Supreme Selection slot series. The Mega Supreme Fruits, Supreme Red, and Supreme Buy Bonus Prize Selection will present a lot of new slot titles, offering a perfect mix of fascinating themes, attractive bonus features, and great entertainment.

EGT will show its newest ETG developments as well. Among them will be the 32 T terminal, which will make its debut during the show. It will complement the company’s rich portfolio of ETG products, which are the preferred choice in numerous gaming venues around the world.

Expanding its offering, EGT will present the Supreme Series of game mixes, currently including the Supreme Roulette Union and Supreme Green Union multigames. Focusing exclusively on roulette, the Supreme Roulette Union blends the excitement of classic roulette gameplay with innovative jackpot systems and versatile features. Supreme Green Union combines popular games from the company’s portfolio with roulette, Keno, Baccarat, and Blackjack, offering players a unique and engaging experience.

Numerous new AWP and VLT products, created specifically for different markets, will also be at the visitors’ disposal, as well as the casino management system Spider, which will show its latest modules.

EGT Digital will also present its vast array of iGaming solutions, including instant and casino games, jackpots, and its in-house developed “all-in-one” betting platform X-Nave.

Nadia Popova, Chief Revenue Officer and VP Sales & Marketing at EGT, commented: “ICE is a very important event for us, which gives us the opportunity to meet with industry professionals from all over the world. We will welcome our current and potential new customers and partners at our stand to present them all new products from our portfolio, divided into zones, covering all gaming verticals. I believe in the positive potential of changes. That is why I think that the relocation of the show to Barcelona will open new business horizons and bring many opportunities for building fruitful partnerships, for which we as a company are ready. “

 

The post EGT at ICE Barcelona 2025: Get ready to be stunned appeared first on European Gaming Industry News.

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Vibra Group Completes the Acquisition of TSA

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Go-to LatAm content and platform developer purchases longstanding Brazil-based tech development partner to accelerate growth plans

Vibra Group, the ‘go-to’ content and platform developer for the LatAm region, has acquired TSA, a Brazil-based technology company and one of its longest standing development partners.

The acquisition will further strengthen the award-winning company and accelerate its growth plans with 55 specialist platform development experts based in Northern Brazil.

TSA and Vibra Group have been long-term partners with TSA contributing significantly to Vibra’s technological growth. TSA, which operates under the ServiceNet brand name, also has existing contracts with several Brazilian lotteries including Loteria do Tocantins, Loteria do Maranhao, Loteria de Sergipe and Loteria da Paraíba.

The integration of TSA’s expert teams will immediately enhance Vibra’s platform development roadmap with additional resources dedicated to the Vibra Solutions business unit and will consolidate the Vibra Group’s structure across the LatAm region. The  LatAm based team is focused on game studios, Remote Gaming Server (RGS), and Electronic Gaming Machines (EGM). The Brazil-based team specialising in Player Account Management (PAM) and sportsbook solutions.

Vibra’s product strategy is to service every client need delivering a complete solution on three core areas: sportsbook and casino platform with multiple levels of customization and flexibility; content aggregation platform including proprietary titles and third party games from the main brands in the industry; and a state-of-the-art EGM platform allowing operators to distribute products and content through VLT / retail terminals. The group’s 3 business divisions: Vibra Gaming, Vibra Solutions and Vibra VLT / Retail.

Ramiro Atucha, CEO, Vibra Group, said:  “We’re delighted to close the acquisition of TSA and welcome the team to the Vibra family. TSA are one of our closest and most trusted partners with whom we’ve closely collaborated across several significant projects as well as ongoing development work, therefore joining forces makes perfect strategic sense.

“Our expansion and first M&A deal follows significant customer demand and growth across the LatAm region in the last 12 to 18 months so the timing is ideal. We’re very excited to have the TSA team join us as we continue our journey.”

Werter Luna, CEO, TSA, said: “We’re thrilled with the outcome of joining Ramiro and the Vibra team after having worked together for so long. The synergies were very clear and both companies know we are stronger together. The future is very bright and we’re ready to go on the ambitious plans we have to significantly grow our business.”

Founded five years ago by a management team of highly experienced industry experts with decades of land-based and online experience, Vibra has emerged as one of the most exciting and innovative content studios and software developers in the industry and rapidly grown to become the LatAm market’s ‘go-to’ partner for local and international operators.

 

The post Vibra Group Completes the Acquisition of TSA appeared first on European Gaming Industry News.

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GIANTX begins its 2025 LEC journey with fresh faces

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The global esports organization GIANTX is ready to kick off its journey in the League of Legends EMEA Championship (LEC), Europe’s premier esports competition. With a revamped roster and a clear goal of qualifying for the 2025 Worlds in China, the team begins its campaign this Saturday with a challenging schedule.

Led by renowned coach André Guilhoto, the roster features Lot (toplaner), Closer (jungler), Jackies (midlaner), Noah (AD carry), and Jun (support). Jackies, the 2024 Rookie of the Year, returns as the only player from last year’s roster. Lot, a standout in the LFL, joins as a promising top laner. Closer, a three-time Worlds participant and North American champion, brings leadership and experience. Meanwhile, Noah and Jun, from Fnatic, aim to establish themselves as one of the best bot lanes in the LEC.

GIANTX continues to rely on advanced data analytics and statistics in building its roster. “We believe in this roster. It’s a mix of hungry, talented players and experienced individuals. This team has the potential to be a strong contender in the LEC,” said David Alonso, GIANTX’s head of esports.

The journey begins on January 18 against SK Gaming (7:30 PM), followed by Rogue (Sunday, 6:45 PM) and Karmine Corp (Monday, 9:00 PM). In the second week, GIANTX will face Movistar KOI, Team Heretics, and G2 Esports, closing the regular phase against Fnatic, BDS, and Vitality. With a demanding schedule ahead, GIANTX is set to prove it is ready to compete at the highest level.

 

The post GIANTX begins its 2025 LEC journey with fresh faces appeared first on European Gaming Industry News.

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