Katya Machuganova (Катя Мачуганова), Gaming Product & Partnership Manager at Silverback Gaming, takes a closer look at how operators can deliver fun and thrilling simulated gaming experiences.
Social casino is a big business in the US with operators using it to deliver online and mobile
experiences to players at scale. This is certainly the case in states that have yet to regulate online gambling, especially iCasino which is lagging behind sports betting in that regard.
There are many benefits to operators launching a social casino – or simulated gaming, as it’s also known. It allows them to extend their brick-and-mortar offering into the online/mobile space, allowing players to continue to engage with the brand even when they’re off-premises.
It’s also a powerful acquisition tool with the operator able to engage online/mobile players and drive them to their land-based properties if and when they want to play slots and table games in person.
What’s more, social is the perfect gateway for transitioning players to real-money gaming if and when state regulations allow for it.
Social or simulated gaming also opens up a new revenue stream for operators and given the millions of players across the US alone that enjoy social casino experiences, it’s a revenue stream that can quickly turn into a fast-flowing river about to burst its banks.
But offering a compelling social casino experience is easier said than done. Just because players are not playing for money doesn’t mean that don’t expect a fun, thrilling, social experience that excites and entertains in equal measure.
In fact, the absence of being able to win money can make meeting player demands incredibly difficult with success not guaranteed despite the size of the addressable market and high demand for simulated gaming experiences.
The foundation of any simulated gaming site is social interaction. Operators must provide space for players to interact through things like live chat, tournaments and leaderboards.
Social features are also a must – things like player profiles, avatars, linking social media accounts and creating groups/clubs where players can chat and hang out. This is key to fostering a community around the site and the games stocked in the Lobby.
The experience must also include plenty of gamification such as missions and tasks, with players being rewarded for carrying out certain activities such as logging in, buying chips, creating their player profile and even connecting their social media accounts. Beyond this, operators must stock their lobbies with a huge selection of thrilling slot games.
Each of these titles needs to have been developed for simulated gaming – and not just retrofitted from a real money slot.
This is because removing the ability to win money takes away a key part of the overall experience, so social casino slots need to compensate for this by delivering even more fun and excitement. These games can look similar to real money slots, but under the hood they are very different.
Because simulated gaming is a risk-free experience for the player, the games they play need to get their pulse racing via gripping mechanics, exciting bonus rounds and captivating themes. And this is exactly what our latest simulated gaming title offers.
Macaron Mad Mess will soon debut and it’s been designed to deliver the fun-filled and rewarding experience that simulated gaming players expect.
Let me explain how:
Crazy theme and bold design:
We picked a theme we knew would stand out in any casino lobby, with players taken to a Parisian bakery where they join a French Bulldog baking up some super sweet treats.
The design team then set about bringing the theme to life, opting for a style that was bright and bold but that at the same time was playful and a little bit cheeky. The use of pastel colours and cartoon characters really does make for a striking combination.
With simulated gaming, the crazier the theme the better. Remember, players are looking to be entertained and often the best way of doing this is to transport them to another world and then immerse them in the wonder and delight that world has to offer.
Feature-rich for edge-of-the-seat gameplay:
If the theme and design draw players in, it’s the gameplay and in particular the combination of bonus features that put them on the edge of their seats. And with Macaron Mad Mess we’ve really pushed the boat out.
The game includes a Wild Macaron Tower which substitutes for all other symbols except the Scatter and the Bonus, helping players form bigger win combos. The French Bulldog Scatter triggers the Free Spins bonus, with us to 10 Free Games awarded.
But the best part is the pick’em mini-game, which is triggered when three or more Macaron Gift Boxes drop onto the reels. Players are then taken to a new screen showing a selection of Macaron Gift Boxes.
Each contains a Multiplier of between 20x and 100x and the player keeps opening boxes until they match three Multipliers which is then applied to the win.
This is a great example of how bonuses and in particular, mini-games, can add depth to the player experience – an absolute must for simulated gaming where there is no “win” at the end of the round.
The casinos that can stock their social casino lobbies with content designed specifically for simulated gaming, and then combine this with social interaction and gamification, can absolutely leverage the huge opportunity it presents in the US and indeed beyond.
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