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The mobile-first approach to online growth

Matty Rochman, head of OneTouch, on why delivering Asia-focused content is the only way to fulfil the potential of mobile in the region.

 It is fair to say the gaming industry has not always led the way when it comes to mobile innovation. But if we are to continue to acquire and retain new players, we must offer a more engaging mobile gaming proposition.

The quality of graphics and sounds on mobile slots and table games are rapidly improving, but we must benchmark against the latest console and social titles if we are to offer an experience that can compete.

According to online gambling quarterly’s 17Q4 results, 63 percent of the total revenue made by major European operators came via mobile, with the average casino revenue from mobile coming in at 56 percent. For some operator’s figures are dramatically higher, with 82% of trade coming from mobile.

In Asia, operators are not hitting these sort of figures, despite mobile penetration rates matching those seen in Europe. This equals a monumental opportunity to grow the mobile gaming segment in Asia.

To fulfil this potential, suppliers must provide Asia-focused mobile content that resonates with players in the region.

Sure, advances in technology mean slot and table games are already life-like and immersive rather than the slimmed down iterations forced onto mobile or tablets in the early days of handheld gaming.

But more focus needs to be given on the user interface and the experience this generates. For instance, are we creating games that are comfortable for players from an ergonomic perspective or encouraging play from those who might only have time for a quick session during a commute home from work.

While modern mobile-focused slots have improved dramatically on this front, table games have tended to lag behind – particularly those games that are traditionally popular in Asia.

OneTouch’s recently-launched, portrait-first Sic Bo title looks to change this. It was built in consultation with Asia-based game and design experts and contains intuitive user experience via single touch ergonomics, while retaining its authentic features, including the gold dome and dice roll feature.

It still boasts the latest in high-end graphics and sounds but by providing this intuitive user experience we’re able to provide a truly mobile experience sure to appeal to even the most demanding player, while our confidence inspiring provably fair RNG provides verified fairness and transparency.

Delivering bespoke, mobile-first products targeted at the Asian market is the only way operators can unlock the clear potential of the market.

Asia Gaming Brief is a news and intelligence service providing up to date market information for worldwide executives on relevant gaming issues in Asia.

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