Exclusive Interview with Neill Whyte, Head of Product Channels, Microgaming

“2016 is going to be a defining year for virtual reality, with our Oculus Rift and SteamVR going on sale to the public”

Microgaming's Neill Whyte spoke with us about the company's work with disruptive technologies. “At ICE 2016, the CRYO lab was very popular amongst attendees and exhibitors, with hundreds of visitors taking part each day,” he said.
2016-02-26
Reading time 3:28 min
Microgaming's Neill Whyte spoke with us about the company's work with disruptive technologies. “At ICE 2016, the CRYO lab was very popular amongst attendees and exhibitors, with hundreds of visitors taking part each day,” he said.

Did 2016 ICE Totally Gaming meet your expectations?

Our primary reason for attending ICE is to meet existing and prospective clients. Having hosted hundreds of meetings on our stand and aboard the Sunborn London yacht, which we hired exclusively for the show, we absolutely achieved this.

Our customers were excited to see our latest product developments and 2016 roadmap. They were also invited to our top-secret Immersion Room on the stand. Comfortable lounge chairs and low lighting removed customers from the hectic show environment.

All the while, our research and development team, who look 3-5 years into the future, presented their innovations incorporating augmented reality and virtual reality. (This was where VR Roulette was first unveiled at ICE 2015).

Another of our goals was to excite attendees about the future of online gaming and showcase the work we are doing with disruptive technologies. That’s why we brought the show-stopping CRYO lab to ICE. Located at the heart of ExCeL London, at the N5 entrance, it enabled attendees to play the award-winning VR Roulette, our out-of-this-world virtual reality prototype using the Oculus Rift DK 2 headset with the Leap Motion Controller.

The CRYO lab was very popular with attendees and exhibitors, with hundreds of visitors taking part each day. Feedback since has been very positive and excitement around virtual reality and augmented reality has certainly heightened since the show.

What were the most discussed trends at the show?

Emerging technologies such as virtual reality were showcased by several software developers at the show. With technology advancing at an incredible rate, we always have to be looking out for the next big thing. That’s why we developed VR Roulette – to study the immersive potential of 3D technology in the gaming industry. 2016 is going to be a defining year for virtual reality, with the Oculus Rift and SteamVR going on sale to the public. Mass adoption is what the industry is waiting for.

Content is another hot topic – but it has been for a number of years. It’s always interesting to walk around the show and see what new games are being released, and which branded content agreements have been signed. We announced a brand agreement for Jurassic World at the show, and our games team is very excited to commence work on the game, especially as our Jurassic Park online slot launched to much acclaim in 2014. With standards set high, the game won’t disappoint.

How has the growth of iGaming influenced the development of the London exhibition?

ICE has grown with the industry. It’s become a must-attend show for anyone working in online gaming, as it brings everyone together in one location. It’s almost as if our year starts with ICE. It’s great to see the number of attendees grow year-on-year at the show – it’s a positive sign for our industry.

There are a lot of factors that contribute to making a successful business, such as investment, people, and timing

Which of your products attracted most attention from visitors?

Not surprisingly, our CRYO lab in the boulevard caused quite a stir. VR Roulette had been talked about in the industry for a while already and even won the Global Gaming Award in 2015 for Digital Gaming Innovation of the Year, so we really wanted to bring the product to the masses at the show. The timing couldn’t have been better, having won the International Gaming Award for Innovator of the Year the night before ICE opened.

In addition, back on the stand we celebrated our recent GUINNESS WORLD RECORDS title for the ‘Largest jackpot payout in an online slot machine game’. Inviting Jon Heywood (the record-breaking player who won the GBP equivalent of €17,879,645.12 from a 25p spin) to the show, a certificate handover from an official adjudicator was held on the stand. We’re very proud to hold this record.

What happened after the conclusion of ICE?

ICE sets the scene for the year ahead; it’s about continuing with the momentum built at the show. We have a lot to look forward to this year with a string of Quickfire operators in the pipeline, as well as the MPN. Having recently signed Grosvenor Casinos and PKR to Microgaming’s poker network, it’s a positive start to the year. And we have more announcements to make in the months ahead.

Clarion Events expects that by 2020 ICE will see the exhibition fully occupying the entire site at ExCel. Will there be room for start-ups, small companies and next-generation operators at the international tradeshow?

There isn’t a single recipe for success in this industry – there are a lot of factors that contribute to making a successful business, such as investment, people, and timing.

Yes start-ups and smaller operators have the chance to shine – we’ve seen it with a series of specialized game development houses or operators with a focus on gamification, for example. It’s about finding a niche in the market and differentiating yourself from the crowd.

 

Leave your comment
Subscribe to our newsletter
Enter your email to receive the latest news
By entering your email address, you agree to Yogonet's Condiciones de uso and Privacy Policies. You understand Yogonet may use your address to send updates and marketing emails. Use the Unsubscribe link in those emails to opt out at any time.
Unsubscribe
EVENTS CALENDAR