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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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The anatomy of a high-performing iGaming platform: a guide from Slotegrator

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Slotegrator, a gambling solutions provider and game aggregator, has released new downloadable material about the key components of a successful online casino platform. The guide includes practical checklists to help beginners set up platforms from scratch and experts enhance their projects.

In the iGaming industry, a project’s long-term success depends on the power and versatility of its platform. But that platform can’t be based on any old software; just like how you can’t have a car without four wheels and an engine, there are vital components to an online casino platform.

So what are they?

Let’s start with first impressions. The frontend is the “face” of a platform. Almost 75% of players judge a gambling website based on its appearance, and 88% of users won’t return after a negative experience.

Key frontend elements include:

  • Branding (visitors should understand the idea from the first glance)
  • Navigation (everything should be simple and easy to find)
  • Transparency (players must have easy access to relevant information)
  • Localization (adoption of language, currency and cultural norms).

If the frontend is the face, the backend is the brain. It should contain all the tools for successful online casino management. A quality backend should give the operator total, real-time monitoring and control over every aspect of a business — payment processing, regulatory compliance, game statistics, player data, retention strategies, analytics, compliance, player support, and everything else.

New operators often find themselves trying to choose whether to build such a platform in-house or to outsource the job. Slotegrator’s report carefully weighs the pros and cons of each option and reaches a clear conclusion: in-house development might save a little money in the short term, but it’ll cost much more in the long run.

“We created this guide to help operators to understand what truly belongs in a successful iGaming platform. An engaging frontend and a powerful backend are essential tools for attracting and retaining players. The guide is a valuable resource for evaluating a platform’s strengths and weaknesses and building a clear promotion strategy”, says Svetlana Kirichenko, Head of Marketing at Slotegrator.

Slotegrator’s guide also includes several key checklists:

  1. Essential frontend functions
  2. Key backend features
  3. Necessary modules for platform architecture (featuring a real example of Slotegrator’s turnkey online casino platform.

Download the guide via the link.

ABOUT THE COMPANY

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

The post The anatomy of a high-performing iGaming platform: a guide from Slotegrator appeared first on European Gaming Industry News.

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PAGCOR ORDERS TAKEDOWN OF GAMBLING BILLBOARDS

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The Philippine Amusement and Gaming Corporation (PAGCOR) has ordered the immediate dismantling of all billboards and out-of-home (OOH) gambling advertisements in its intensified efforts to regulate gambling-related promotions in public spaces.

In a memorandum issued on July 7, PAGCOR directed all licensees, suppliers, system administrators, and gaming venue operators to take down gambling ad materials, including those displayed on trains, buses, jeepneys, and taxis.

The agency emphasized that only institutional or responsible gaming campaigns—subject to PAGCOR’s approval—will be permitted moving forward.

“We have given all our licensees and stakeholders until August 15 to completely remove all gambling-related ads,” said PAGCOR Chairman and CEO Alejandro H. Tengco.

“Prior to that, stakeholders must also submit an inventory of their existing billboard and wallscape advertisements by July 16.”

The inventory, according to Mr. Tengco, must include the size, material, location, rental contract expiration, and the corresponding permit number from the Ad Standards Council (ASC).

The PAGCOR chief said the move is part of the state gaming agency’s commitment to promote a safer and more responsible gaming environment in the country.

“While PAGCOR is mandated to regulate the gaming industry and generate revenues for nation-building, we do not want to encourage a culture of gambling addiction,” he said.

“Regulating excessive and pervasive gambling advertisements is a critical step in protecting vulnerable sectors of society, especially the youth.”

The agency also warned against replacing the dismantled advertisements with new gambling promotions, stressing that non-compliance will be dealt with accordingly.

The post PAGCOR ORDERS TAKEDOWN OF GAMBLING BILLBOARDS appeared first on European Gaming Industry News.

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Week 28/2025 slot games releases

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Here are this weeks latest slots releases compiled by European Gaming

Spinomenal has released its latest title, Queen of Oasis. Set against the rolling ancient Egyptian dunes and lush, palm-lined oases, Queen of Oasis immerses players in an elegant world of riches. Camels, vultures, antelopes, snakes, and the powerful Queen herself bring this 5-reel slot to life. The reels sit within two ornate marble pillars where the bejewelled Queen represents the Wild symbol.

TaDa Gaming has released Golden Bank 2, a sequel to the popular Golden Bank slot. With a 10,000x max win and exciting features, Golden Bank 2 engage players with its immersive gameplay and the potential for substantial payouts. Set in a golden vault, Golden Bank 2 combines the simplicity of classic slots with the thrill of modern mechanics. With vibrant graphics and a dynamic soundtrack, the game immerses players in an exciting, high-stakes atmosphere.

Evoplay has launched Belfry Bliss Hold and Win, a fiery 5×3 slot that blends retro-inspired visuals with a darker twist on the fan-favourite Hold and Win mechanic. Set against a backdrop of flames and ringing bells, the game reintroduces Evoplay’s mischievous Devil character, not as a foe, but as a Wild symbol, lighting the way to potential wins. Classic slot icons like sevens, bars and cherries return, but the real action begins when the bells drop.

Brute Force: Alien Onslaught reunites the original Brute Force members… with a surprise addition. Joshua and Jason have recruited the help of Jade, a fearless mercenary, who doesn’t know defeat. This game joins the ranks of signature Nolimit City slots like Fire In The Hole 3, Highway To Hell and most recently Flight Mode. It’s time to lock and load, once again! Unlike the prequel, Brute Force: Alien Onslaught features a 6 reel setup, wilds and a new baddie, Xylox, who can steal multipliers from Joshua, Jason and Jade.

Push Gaming has returned to the deep blue with Fish ‘n’ Nudge Big Catch, a reimagined follow-up to one of its most beloved recent titles. Building on the charm and success of the originalFish ‘n’ Nudge, Big Catch brings fresh energy to the series with a new take on free spins and added layers of excitement designed to engage both loyal fans and new players.

 

Play’n GO unveils Rise of Orpheus, a mythical slot that takes players deep into the Underworld in pursuit of love, light, and powerful gameplay features. Following in the footsteps of mythology-inspired favourites like Gates of Troy and Rise of Olympus, Rise of Orpheus brings the tragic tale of Orpheus and Eurydice to life through emotionally charged mechanics and immersive storytelling.

Playson welcomes the return of its mischievous trickster in Super Pink Joker: Hold and Win, who features as a Wild during base play before shapeshifting into a lavish Multiplier for the renowned Hold and Win Bonus. Set in a dazzling pink world full of energy, the release cranks up the heat with dynamic animations and upbeat audio, with the jester taking his place on the enlarged 5×3 grid alongside electrified coins and cartoon-style fruits.

Blueprint Gaming™ reignites the prehistoric fun in its latest major branded IP release, The Flintstones™ Bedrock Riches, led by two lavish bonus games and an intriguing base play trail. The series’ original, The Flintstones™, enjoyed a strong initial uptake in users following its launch in May 2024, with players gravitating towards the familiarity of the brand and series. The renowned slot studio now feels confident the latest offering has built on key features and aims to retain players long term.

ELA Games, a dynamic game development studio, announces the release of John’s Book, its modern take on timeless themes and mechanics. The game invites players to join John the Explorer to hunt for ancient treasures buried in a Pharaoh’s tomb. Rich with iconic symbols and familiar mechanics, John’s Book is a tribute to the well-loved “Book Of…” format that’s prevalent in the industry while adding its twists. With high replayability, easy-to-understand features, and an immersive design, this title appeals to both veteran and casual players.

Players get to dig deeper with every spin as they search for gems and big wins in Wild Gold Mine, the latest slot release for iGaming content provider, ICONIC21. Wild Gold Mine promises a glistening player experience thanks to a cart-load of features, including a unique bonus that makes an appearance for the very first time in an ICONIC21 slot.

Hellish 7 Hold & Win”, (Höllische 7 Hold & Win in German) is now live, a spicy Classic Series slot from the Berlin-based developer Hölle Games. This is a new summer edition in the Hellish Seven franchise, known for its high volatility, hellishly good payouts, and hard rock riffs. The new entry features Hold & Win, where, if players can fill the reels with (any) cash symbol, they will win the impressive 7777x main prize!

Tom Horn Gaming is kicking off July with Panda Rica, a fast-paced 3×3 video slot that delivers simple yet captivating mechanics and vibrant visuals. From expanding wilds and multiplier wins to Star Gamble Ladder, the game is a standout addition to the supplier’s growing portfolio of slot titles. Designed for quick sessions and high engagement, Panda Rica combines classic slot appeal with clever gameplay that elevates the player experience.

Prepare for an unforgettable summer as Endorphina announces the highly anticipated release of Sticky Lips, its latest captivating slot. This visually striking title invites players into a vibrant world where Endorphina’s Joker makes a remarkable return, blowing irresistible kisses to make their winnings truly stick. She’s wild, she’s wicked – and her lips are ready to stick you with luck! Dare to stare into her eyes in this 5-reel 4-row slot with 50 fixed paylines and prove your worth to get a lucky, juicy kiss. With every spin, her lips glow and tempt, hungry to lock in golden wins.

 

The post Week 28/2025 slot games releases appeared first on European Gaming Industry News.

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