International edition
September 23, 2021

Exclusive Interview with Luke Davis, Marketing Director, Playtech

"At this year's ICE, we created a stand story around the true power of the Playtech omni-channel offering”

Luke Davis shared details on Playtech's licensing partnership with Warner Bros, Consumer Products and DC Comics, and spoke about the company's omni-Channel philosophy. “A user’s experience should be the same no matter what the content, where it is acc
United Kingdom | 03/09/2016

Luke Davis shared details on Playtech's licensing partnership with Warner Bros, Consumer Products and DC Comics, and spoke about the company's omni-Channel philosophy. “A user’s experience should be the same no matter what the content, where it is accessed from, when it is played, or on whatever device they play on,” he said.

H

ow was 2016 ICE for Playtech?

This year’s ICE was the biggest, brightest and by far the best yet with an incredible number of visitors and exhibitors. It was evident that industry leaders are working hard to stand out from the competition with the launch of some impressive new games, which gave this year’s exhibition a very positive and exciting atmosphere.

The bar has definitely been raised in recent years, so it was important for Playtech to really pack-a-punch with our core Playtech ONE story and message of ‘Experience in Everything’, which we believe we achieved across the duration of this year’s show.

Our stand this year was the most engaging and visually enticing in terms of showcasing the ultimate player journey, with our Playtech ONE omni-channel offering a key focal point of the stand design and messaging. Our bespoke training resource, the Playtech Academy, also returned in a new and improved format with 20 Playtech experts delivering fifteen 15-minute TED-talk style presentations, with every session proving a great success, housing a packed out audience area that was standing room only for the majority of the show.

This year we created a stand story around the true power of the Playtech omni-channel offering. This enables players to play any product, across any channel and on any device using a single wallet and single account, and gives our global licensees a single view of their customers regardless of channel, platform or device. We were delighted to receive some fantastic feedback from a multitude of sources throughout our participation at the show, as well as a great deal of excitement surrounding our upcoming product launches and brand partnerships.

What were the most discussed trends at the show?

We firmly believe that omni-channel gaming is the trend to watch and one which we are in discussions with soon implementing and deploying across other existing and new licensees in regulated and newly regulating markets. Players have access to every channel now whenever they want, particularly with the increasing power and widespread use of mobile devices and this will only increase.

Consumers today live and play in a world without limitations, and so do we. Our Omni-Channel philosophy is that a user’s experience should be the same no matter what the content, where it is accessed from, when it is played, or on whatever device they play on. The industry term for this is Omni-Channel. Only Playtech can deliver this – play any game, on any platform and on any device using a single wallet anywhere and at any time. This is what we call Playtech ONE. Playtech ONE software allows an operator and its customers, a seamless, anytime, anywhere experience across any product, any channel and any device using a single account and single wallet.

On a more visual level, there were a number of Virtual Reality systems on display at the show, however while it is easy to see why this may one day re-shape the mainstream video gaming industry, for example, it is harder to see its mass appeal in real-money gaming for the time being. On the flipside it perhaps lends itself well to areas such as Virtual Sports where punters could one day be sitting in a betting shop or in the comfort of their own home or a hotel/airport playing real-money virtual football or racing and getting even closer to the action. For the time being, however it is unlikely to have an impact for many years to come.

How has the growth of iGaming influenced the development of ICE 2016?

It has contributed an enormous amount and without it the show wouldn’t have grown to the size it is today. The show will only get bigger every year. As one of the only companies that looks to re-invent our stand every year we will be looking for more space and growth in 2017.

Which of your products attracted most attention from visitors?

We were delighted to be able to showcase a number of our new, existing and upcoming games across the different product areas of our stand. However, there were a few games that stood out and gained a momentum of interest and excitement.

Our soon to be launched Tiki Paradise game was a particular crowd favourite, with visitors commenting on the exciting game features including the colourful Tiki bonuses and omni-channel connectivity.

Tiki Paradise is a patent-pending game with unique mathematics and game technology behind it, allowing players to unlock numerous cross-channel features. For example, if you have played the game on retail and then continue your session on mobile you will be able to access additional content such as free spins, wilds and bonuses. We believe this will rapidly become a game-changer with this technology being used across a multitude of our new releases in the months and years to come.

There was also a real buzz surrounding the announcement of our licensing partnership with Warner Bros, Consumer Products and DC Comics and our upcoming portfolio of Superman I and II; Superman: Man of Steel; Batman Classic TV series; and Green Lantern casino slot games with a number of games due for release later this year. Our impressive display of the original Man of Steel costumes and Green Lantern props on our stand helped to create real excitement and nostalgia, and generated incredible feedback and interest from visitors and visitors.

 

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