Impact of new iGaming audience

With online gaming platforms looking for ways to modify their product to cater for the next generation of players, we asked BETBAZAR COO, Max Sevostianov, what it is that this audience values in an iGaming experience and how smart operators can position themselves to capitalise.

NEXT: How are operators adapting their offerings to engage with a new, younger iGaming audience and what sets this player base’s preferences apart from previous generations?

Max Sevostianov: Generally speaking, this new audience values things like interactivity, social engagement and personalised content over what you might describe as a “traditional” passive betting experience.

To account for this fact, operators are increasingly integrating more innovative and interactive experiences such as esports and skill-based games into their offerings, as well as gamification elements that appeal to this generation of player.

It should be noted that this player category also prefers mobile-first, visually-engaging platforms that offer quick and immersive gameplay, so I think this is why we’re now starting to see console games and esports grow increasingly popular.

NEXT: Given this type of players’ online habits and generally shorter attention spans, how is their iGaming content consumption changing, especially with regards to mobile play?

MS: I would say that this younger generation of players generally enjoys mobile gaming because it fits well with their fast-paced, on-the-go lifestyle.

They typically look for quick excitement and value simplified, intuitive interfaces that enable them to access their preferred content and bet on it faster.

The fact that this generation has become used to consuming their online media very quickly has pushed operators to design content that offers instant gratification such as crash games and in-play betting options, the latter of which need to be backed up by the kind of on-demand data and insights that can only be supplied by official statistics and solid live streaming.

NEXT: Do you think that this new generation’s growing preference for crash games and skill-based elements is a sign that traditional RNG slots are starting to lose their appeal?

MS: It’s very hard to definitively state that traditional RNG slots are losing their appeal as I think there’s still a huge market for them, but this shift definitely suggests that they may no longer align with the gaming preferences of the new generation.

Players are now seeking more dynamic, skill-based elements in their content that provide them with a sense of control over the outcomes, so crash games and other fast-based formats definitely cater to that demand.

That being said, there are a lot of companies around the world who are creating slot games that are well aware of this fact, so they’re definitely thinking about ways to provide these features and target this younger audience.

NEXT: Does this new generation’s preference for in-play betting make things like live streaming, official data feeds and widgets even more crucial for operators than ever before?

MS: Absolutely. In-play betting has become increasingly essential when targeting a younger iGaming audience and live streaming, official data feeds and interactive widgets are all a big part of this.

All of these tools empower operators to provide a dynamic betting experience that’s underpinned by real-time, data-driven insights – and this goes a long way in keeping their audiences engaged.

At the end of the day, it comes down to giving players the ability to make informed, instantaneous decisions and having the ability to provide this level of data fits perfectly with their consumption habits.

I think without them, you can’t provide a truly engaging product for this younger audience.

NEXT: What drives this new audience’s strong connection to esports and how do you see this in-demand vertical evolving over the coming years?

MS: Esports definitely resonate with this newer audience because they align with their interests in gaming culture, competition and social interaction.

Their accessibility and community-driven nature both play well with this demographic as they can provide a sense of belonging that you perhaps don’t find in other verticals.

Over the next few years, we expect the esports industry to expand further and provide an even more immersive experience by incorporating elements such as VR, enhanced player interaction, better integration of social features and other cool things like that. We all know it will be a big change, but you need to look forward to staying ahead of the curve.

NEXT: How can operators incorporate social gaming and community features – such as leaderboards and dedicated live streamers – to keep this new generation of players engaged?

MS: I believe many operators are already doing this and it’s definitely one of the marketing strategies that has significant implications for this new generation of players.

Of course, their main goal should be to try and closely emulate the social media features that this demographic has grown accustomed to, so things like gameplay sharing, community events and having interaction with live streamers can all help build authentic connections and boost engagement in this respect.

Naturally, operators should turn to their own in-house data when deciding marketing strategies, as this is what will really show them the kind of audience they have and where they can improve.

About Betbazar‍

Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is building a digital iGaming marketplace that connects creators with operators to accelerate growth powered by best-in-class products. ‍‍