Rather than placing too much emphasis on graphics and more extravagant production, Relax Gaming chief product officer Simon Hammon believes online slot designers should focus their efforts on perfecting gameplay to increase customer loyalty.
Speaking with Gambling Insider for a Slot Focus Roundtable in the upcoming Jan/Feb edition of GI magazine, Hammon explained why some slots might miss the mark when it comes to keeping customers entertained in the long-term.
He said: “There is a misconception, in online terms at least, that bigger productions with heavy intro movies and super high-end graphics always enhance player enjoyment.
“While these design elements can help with gaining attention initially, like other forms of interactive entertainment, it’s engaging mechanics and gameplay that creates a loyal following.”
If slot designers were able to combine this with the right win potential, Hammon said they would end up with a slot offering hard to beat from a customer retention perspective.
When asked about the future of slot design later in the interview, Hammon explained why the world of slot innovation is currently experiencing a period of transition in more ways than one.
“Smaller suppliers with great ideas are now able to challenge those longer established on a product-for-product basis, which is causing some positive shifts in demand,” Hammon observed.
“Technology is always changing and therefore suppliers must continually adapt and optimise to the best available platforms and devices, depending of course on whether the trajectory of that tech is promising for mass adoption.”