Exploring Gambling Strategies: Crafting Games for Long-Term Player Engagement (Continuation)
Second Installment of Let's Talk Gambling Roundtable Discussion: Expert Game Designers Discuss Balancing Volatility and Adapting to Specific Markets
In the latest roundtable discussion on game design for player retention, prominent industry professionals shared their insights on how to achieve the ideal balance between game volatility and catering to both casual and experienced players. The participants included Eamonn Beardsley, Content Strategy Director at Light & Wonder; Norbert Grono, Account Manager at Wazdan; Toni Karapetrov, Head of Corporate Communications at Habanero; Kate Romanenko, Head of Commercial at Kendoo; Andy Huang, CEO at TaDa Gaming; and Mike Collins, Game Product Owner at Thunderkick. Those who missed Part 1 can find it here.
Balancing Volatility for Maximum Audience Reach
Striking the right balance of volatility is crucial to designing engaging games that appeal to both casual and experienced players. Modifying the perceived and calculated volatility so that the game feels friendly and exciting in the short-term while offering a realistic route to substantial prizes enables developers to reach a broader audience. This is the approach Light & Wonder took with their recent release, The Wildos 2, which incorporates a bonus round where players can select their preferred volatility level, offering greater control over the gaming experience. Attempts to keep everyone happy often result in disappointing outcomes. Instead, experts suggest it is better to create a game that pleases one group of players entirely, rather than one that satisfies both groups moderately. To do so, developers must first determine the target audience and tailor the game to meet their specific preferences.
Flexible Volatility Settings for a Broader Player Base
Volatility is one of the most complicated aspects of game design, as games that are too volatile may frustrate casual players with infrequent wins, while those that are too low-volatility may fail to excite experienced players. Thunderkick addresses this challenge by offering flexible volatility settings, allowing operators to adjust game elements according to their players' preferences. The games also feature various elements, such as progressive multipliers, expanding reels, and extra respins, to cater to different playstyles. Casual players can enjoy smaller, frequent wins, while experienced players get the thrill of high-risk, high-reward opportunities.
Embracing Cultural Themes and Regional Preferences
As cultural themes and regional preferences become increasingly significant in game design, understanding how to adapt titles to connect with specific markets without compromising global appeal is essential. While certain features, like Thunderkick's Jackpot Race and leaderboards, create a competitive atmosphere that players the world over enjoy, developing appropriate visuals, artwork, and themes based on local tastes can significantly boost player engagement. Wazdan takes this approach by carefully integrating symbols and visuals that resonate with local players while maintaining globally relevant gameplay features like rewarding bonus rounds and multipliers. In the case of Los Muertos II, which celebrates Dia de los Muertos, the game appeals to Latin American players while offering universal gameplay that appeals to a global audience.
Final Thoughts
With the help of these industry insiders, we have gained valuable insights into the process of designing games that balance volatility for maximum audience reach, adapt to specific markets without sacrificing global appeal, and ensure lasting player engagement. By understanding the target audience, developers can tailor games for a personalized experience that appeals to both casual and experienced players. Meanwhile, incorporating flexible volatility settings and mixed volatility designs helps keep players engaged over the long term while catering to a wide range of player preferences and risk tolerance. Embracing cultural themes and regional preferences can create even deeper connections with players, further increasing engagement and ensuring the continued success of game designers in an ever-evolving industry.
Developers can expand their reach by incorporating flexible volatility settings, allowing operators to adjust game elements according to players' preferences, catering to both casual and experienced players (Flexible Volatility Settings for a Broader Player Base). Similarly, games that embrace cultural themes and regional preferences, like Wazdan's Los Muertos II, can connect with specific markets without compromising global appeal (Embracing Cultural Themes and Regional Preferences).
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