State of Slot Gaming – Part Three
William Hill has obviously made the decision to use Jackpots as a key pillar in their gaming brand appeal. This is an approach adopted by many and will undoubtedly become more and more important as regulation on bonusing takes a tighter grip on the ability of Marketing teams to incentivise their players. Delivering jackpots can only be achieved with the right tools. And the way that William Hill have chosen is to have a single, central pool to build a massive jackpot, one large enough to split between differently skinned games. But the strength of this approach hides a fundamental flaw. Using the same RNG or fundamental gameplay is literally taking one step forward and two steps back.
Think about it, to the player you are essentially saying “Come, look and play our exciting content on the game you want to play, it is varied, and you can win big in different ways to the shared content that everyone has!” (Here’s looking at you, Mega Moolah and Starburst.) Hey, look that’s a decent proposition. Take one step forward.
But at the same time you are saying “However if another player wins on another of our games, the jackpot on your game drops right back.” Oops, now take two steps back.
It gets worse, once they twig what William Hill are up to and some will, they’ll realise that “These are just skins of the same game and they don’t think that we are clever enough to see they haven’t put enough thought behind the content.” Nightmare.
There is a way out. Prize insurance. Here at PIMS-SCA we are uniquely positioned within the IGaming industry to be able to offer the operator, the aggregator and the game developer the ability to have individual jackpots for each progressive.
We can use policies that are unique to the client to arrange the cover that they specifically need rather than a one size fits all approach. This could be marketing campaign led or part of general inventory management to boost new or underperforming gems. Customers can now seamlessly connect the individual gameplay of progressive slot games with jackpots and gaming lobbies suddenly looking truly varied and interesting. We know that large jackpots drive higher customer participation but only if process is managed with nuance.