Perfect Together
Online casino games and brick-and-mortar slot machines share the gaming space By Bill Sokolic
The thing about wide-area progressives is that the more people who play , the larger the jackpot becomes . Simple mathematics . In the pre-digital age , this math theorem built upon a bank of machines in one casino . Then came a bank of machines from multiple casinos linked to the same game . Jackpots increased with each addition .
The latest jump , just beginning to make inroads , pairs an online version of the game with the same game at brick-and-mortar casinos . Simple mathematics ? IGT has launched the first U . S . omnichannel progressive , a jackpot shared between online and brick-and-mortar casino versions of the iconic game Wheel of Fortune .
“ IGT is the only gaming supplier that offers true omnichannel jackpot games where the jackpot liquidity of the land-based , mobile and online versions of the game are linked and shared into a combined pool ,” says Gil Rotem , president of iGaming for IGT . “ This translates into quicker jackpot accrual and can increase the theoretical time frame between jackpot hits .”
In Canada , it ’ s Powerbucks Wheel of Fortune , and that one has a track record going back to 2016 . “ The game just celebrated the minting of its 50th millionaire ,” Rotem says . “ In May , we extended that success to New Jersey with another Wheel of Fortune game . The Triple Gold Spin omnichannel WAP game is off to a remarkable start in New Jersey .
“ As part of IGT ’ s global content strategy , we aim to port a portion of our land-based titles to iGaming titles , but it ’ s not a one-for-one conversion ,” says Rotem .
Many of the same games that are successful in land-based casinos also excel in the digital space — Wheel of Fortune , Skunks Gone Wild , Cash Eruption , to name a few . Omnichannel success is not guaranteed , however , and that ’ s OK . Or even sought , says Rotem . Players heading to a casino have different expectations than players who may casually pick up their phones for a few spins while winding down for the day .
“ We conduct many player intercepts and focus groups to ensure the success of our games and ensure our content is aligned with player preferences and growth opportunities ,” Rotem says .
Still , success breeds success , so look for omnichannel WAP products to be a “ pillar of IGT ’ s innovation strategy and content roadmap for years to come ,” Rotem says .
Consumers seek choice and convenience . Gaming is no exception , he says . “ I believe there will always be brick-and-mortar casinos with slot games akin to what you see today . I also believe , however , that the demand for and adoption of mobile gaming will only continue to grow where regulation permits . Online and land-based gaming are highly complementary businesses that are most effective when leveraged together .”
IGT has launched the first U . S . omnichannel progressive , a jackpot shared between online and brick-and-mortar casino versions of the iconic game Wheel of Fortune
Understanding Customers
Truth is , the gaming industry continues to adapt better than any other industry in understanding its customer , says Brendan Bussmann , managing partner , B Global . “ There likely is a scenario that the games are different , but the titles remain the same .”
The catalog of variables per game as well as the number of games is infinite . “ This is all about finding a niche with a customer on both the land and online sides of play ,” Bussmann says . “ If done right , you ’ ll see both sides of this , but some customers will want different experiences on mobile versus land . In the end , if you do it right , you ’ ll have a more engaged customer .”
Everi has not yet approached the wide-area progressive across both channels . The company has an omnichannel game developed in coordination with MGM , for example . But there are still a number of jurisdictional hurdles that need to be cleared in order for a true omnichannel WAP to be offered by Everi . “ I ’ m told these hurdles won ’ t be easy to overcome ,” says Tim Richards , Everi ’ s executive vice president , strategy and digital gaming .
“ Still , Everi is going great . Our offering of crossover or omnichannel
30 Global Gaming Business AUGUST 2023