Simon Murphy, Head of Gambling EMEA at FremantleMedia Enterprises spoke about the convergence of online, mobile and social opportunities in the gaming industry and how ?freemium? branded content is becoming more gambling orientated.
?Convergence is not a new factor within the industry however technology and player habits have significantly evolved in the past 12 months.?
Simon joined the FME team with more than eight years experience in the online gambling, mobile and land-based industries. During this time Simon has held key roles with WagerWorks, the remote gaming arm of IGT. Prior to that he was the Commercial Director of Million 2-1, a mobile gaming specialist acquired by IGT in June 2008.
What are the core gaming markets for FME in distributing and publishing games?
Our core focus continues to be on the UK play for real market however we are exploring opportunities in other regulated European territories. Additionally, we are keeping a close eye on regulatory developments around the world. From a Platform perspective, online is our priority however we have a number of complementary land-based, mobile and social initiatives underway.
You have exclusive brand partnership deals in place for Britain?s Got Talent and The X Factor ? how does the operator perceive value from such brands?
Our brand partnerships provide significant Operator value in a number of different ways. Partners are able to unlock cross-platform product and promotional Rights via these agreements. Exclusive elements help to create differentiation which is a key tool for new customer acquisition. Additionally, working with a major brand creates significant focus and helps engagement with players and staff.
Are FME?s own brands the main focus for game launches or are you also looking at third party deals?
We are very proud of our own home grown brands and they continue to be the cornerstone of our gambling business. That said third-party brand acquisitions make a lot of sense in order to add further growth. As an IP owner we understand how to take good care of a brand in this space, balancing commercial exploitation with quality brand management.
Recent deals with Square Enix for Space Invaders and Hasbro for Connect 4 and Trivial Pursuit illustrate our ambitions in this space and we are keen to engage with other brand owners in order to add to our expanding slate of products.
Is your ?freemium? to play for real branded content becoming more gambling orientated to stay in-tune with player preferences?
In the UK market we are exploring branded social slots and Bingo products with a leading play for real partner. Once launched, these games will provide ?freemium? play and conversion to play for real. We are very excited by the prospect of further developing our brands in this converging sector.
In your opinion, how will brand partnership deals develop over the next few years?
Brand partnerships are becoming increasingly sophisticated as brand owners and Operators look to include a broad range of Rights across play for real, social, online, land-based, mobile, marketing Platforms and live events. This trend will continue as players engage in different ways. Another clear area for development will be cross-territory arrangements as regulation evolves.
How do you feel the gambling industry is capitalising on the convergence of online, mobile and social opportunities?
Convergence is not a new factor within the industry however technology and player habits have significantly evolved in the past 12 months. Device capability within the mobile and hand-held space is now sufficiently developed for mobile content to provide the same or similar experiences as online content.
A number of major Operators are unlocking mobile now and this trend will move with pace over the next 12 months. In terms of social to play for real convergence, whether that be online or via mobile or both, the verdict is still out however it won?t be too long until there are numerous case studies that either prove or disprove the hype!
At the moment it feels as though there is a race for traditional gaming and gambling companies to develop strategies for this space. No doubt some efforts will fall-short of expectations whereas others may well find the sweet spot between gaming and gambling.
True potential may hinge on regulation in international markets, the US being the primary case in point and it will be interesting to see the cross-over from social to real wagering and vice versa as regulation and product offerings develop.
More Information
FremantleMedia Enterprises ? Website: FremantleMedia.com/Enterprises
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