If you’ve ever created something and released it to customers, you’ll know it’s no longer good enough to simply put your product out there (has it ever been?).
That’s the case with any product or service being developed for any market. And marketers know that better than anyone else. As ever, in order to truly stand out from your competitors, you need a USP. And it needs to be relevant. As eBay and Procter & Gamble director, Steve Cook succinctly put it,
“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”
You can’t fake relevance. Which is why casino game developers spend an immense amount of time and money on the research and development behind any new release. And what’s more, the very best know that you need to diversify — and you need to be constantly pushing the envelope to stay ahead of the competition. Or, to use another famous quote,
“If you’re looking for the next big thing, and you’re looking where everyone else is, you’re looking in the wrong place.” – Mark Cuban
Not every online casino is born equal. There are two aspects that undoubtedly separate the wheat from the chaff: the quality and the diversity of their offering. Just as fashion, food or drink tastes are subject to individual preference, so too are the games that appeal to players. It’s simply no good to have 5, 10 or 15 games on rotation. You have to appeal to the masses, while also maintaining quality, giving your customers what they want and making whatever ‘it’ is, easy to find.
“Great Execution is the Ultimate Differentiator.” – Margaret Molloy
Many, many gaming platforms have come and gone over the years. And the reason they got left behind is that they didn’t listen to the customer; they didn’t pay attention to the market. They didn’t elevate their work and focus on freshness. Those that have fallen by the wayside thought, wrongly, that their customers would play whatever they put in front of them.
“Know thyself. Know the customer. Innovate.’ – Beth Comstock
The above is a tenet or mantra that the savviest of gaming and games marketing professionals would do well to remember.
One way for even the least creative of businesses – in any field – to stay relevant is topical product offerings. Now, there’s nothing to say that a casino or slots game featuring a Christmas, Easter or even Valentine’s theme can’t be groundbreaking or exciting. They undoubtedly can be. This Halloween, for example, Betfair, offered up titles such as Pumpkin Bonanza, Halloween Fortune and Haunted House, attracting gamers looking for a seasonal fix.
There are, however, some lazy attempts out there and that, conversely, presents an opportunity for smart developers and marketers. Create a themed game that’s streets ahead in terms of style and substance and you’ll be looking at a hit. Just don’t whack a cartoon ghoul on something and call it Halloween-themed. Gamers can smell insincerity a mile off and that, if nothing else, is a sure-fire way to lose any shred of relevance.
As one of the greatest marketers of all time put it,
“The customer is not a moron. She’s your wife.” — David Ogilvy