April 23, 2013
It is now widely accepted that society and global economy are in the midst of a communication revolution; the new era that is dominated by mobile. From the advent of human language thousands of years ago, to the evolution of the stylus and written communication, to the invention of the printing press and the personal computer, there have been a number of moments in history that have changed the way we entertain ourselves, share ideas and ultimately, live our lives. The enthusiasm for mobile satisfies the fundamental human need of “being always connected” and stems in part from its ability to liberate people by provoking an instinct for exploration and a desire for novelty.
Mobile is a game changer
It is now widely accepted that society and global economy are in the midst of a communication revolution; the new era that is dominated by mobile. From the advent of human language thousands of years ago, to the evolution of the stylus and written communication, to the invention of the printing press and the personal computer, there have been a number of moments in history that have changed the way we entertain ourselves, share ideas and ultimately, live our lives. The enthusiasm for mobile satisfies the fundamental human need of “being always connected” and stems in part from its ability to liberate people by provoking an instinct for exploration and a desire for novelty.Gaming is itself perfectly positioned to take advantage of this new era, and provides exciting new opportunities for entertainment. Statistics of usage and downloads of gaming applications as well as
market data revealing the increasing contribution
of the mobile-generated revenue vs. revenue from
more traditional forms of gaming, give further evidence
for a rising new industry.
At INTRALOT Interactive we are developing the next generation of Mobile Gaming based on the primary ingredients that define the New User Experience, in particular the Convenience, Relevance and Excitement pillars. Our strategy and product roadmaps center around developments at the very nature of the Game Mechanics, but also at the level of the Games Ecosystem Platform that aggregates and integrates the gaming content together with novel player features that extend the experience to include social characteristics, optimized payment processes, embedded registration processes, and a unique Loyalty & Reward program configurable to individual player’s profile.
At INTRALOT Interactive we are developing the next generation of Mobile Gaming based on the primary ingredients that define the New User Experience, in particular the Convenience, Relevance and Excitement pillars. Our strategy and product roadmaps center around developments at the very nature of the Game Mechanics, but also at the level of the Games Ecosystem Platform that aggregates and integrates the gaming content together with novel player features that extend the experience to include social characteristics, optimized payment processes, embedded registration processes, and a unique Loyalty & Reward program configurable to individual player’s profile.
Convenience. The most inherent advantage of the
mobile platform is the convenience of use and access
enabled at all places and times. A mobile user has immediate
access to his mobile for most part of the day,
which opens up a new manner of gaming that has not
been possible before. It certainly includes the possibility
of direct participation during a live gaming session
but also allows the purchase of lottery tickets. The term
convenience also encompasses new and emerging
technology concepts such as the QR Codes that allow
for personalized & location based marketing communications
and the Near Field Technology (NFC) that
enables the mobile wallet embedded within the device.
We are now able to even accelerate the registration process,
by using personal data provided for example for
the purpose of purchasing the mobile device, as long
as the player has given us his consent. This needs to be
done by balancing the considerations of responsible
gaming and applicable laws in each territory and the
operator’s need for optimal conversion rates.
Relevance. The number of mobile users presents a
lucrative opportunity for the Lottery and Gaming
operators as the near ubiquity of mobile handsets
in the 18-35 years old male demographic, which is
considered to be a prime demographic for gaming,
will own a mobile handset. Mobile gaming is also advantageous
in that it attracts the more casual gamer.
This casual player now has the option to ‘try out his
chance’ from the privacy of his home, the local park,
bar etc. However accessibility to this consumer base
is also a challenge for the operator since the communication
needs to be relevant to the state of the
consumer during his daily activities. Evidently the
consumer desires different gaming and information
content while he is on-the-go compared to the state
of relaxing at home. Market research indicates that
mobile usage is also increasing while at home, which
enhances the position of the mobile devices importance
even for “stationary” engagement. Relevance
is also connected to the capabilities of the consumer
device at hand, differentiating the models of tablets
and those of Smartphones.
Excitement. This is the core reason that the consumer consumes the gaming services offered by a Lottery and Gaming operator. It is the game itself and those elements that make a successful game stand out from competition and be consumed for a longer period of time. We expect a proliferation of new gaming concepts that introduce smart gaming mechanics, which will combine traditional RNG gaming with elements that extend the game-play and involve player’s friends and his wider social graph. We design games that make “progress visible” in the sense that the result of an activity gives the possibility to the player to enter a tournament with friends and aim for a higher value price. New technologies will render the visual appearance of games with the introduction of 3D graphic assets to complement the game mechanics and produce an aesthetic result that appeals to the new, savvy players.
by George Zenzefilis,
General Director of INTRALOT Interactive
Excitement. This is the core reason that the consumer consumes the gaming services offered by a Lottery and Gaming operator. It is the game itself and those elements that make a successful game stand out from competition and be consumed for a longer period of time. We expect a proliferation of new gaming concepts that introduce smart gaming mechanics, which will combine traditional RNG gaming with elements that extend the game-play and involve player’s friends and his wider social graph. We design games that make “progress visible” in the sense that the result of an activity gives the possibility to the player to enter a tournament with friends and aim for a higher value price. New technologies will render the visual appearance of games with the introduction of 3D graphic assets to complement the game mechanics and produce an aesthetic result that appeals to the new, savvy players.
by George Zenzefilis,
General Director of INTRALOT Interactive
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| Title | Description | Download |
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Mobile is a game changer |
Mobile is a game changer |
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