The hubs – located in Armenia, Serbia and Turkey – will mean that Connective Games is now active in four countries, with its HQ located in Malta.

The online poker software developer explained that the three additional hubs are a “logical step in the company’s global development strategy”. 

By opening offices in Belgrade, Fethiye and Yerevan, Connective Games also hopes that it can diversify its workforce. This “fresh talent”, it said, will ultimately strengthen its wider development talent.

As well as traditional poker formats, Connective Games offers a portfolio of ‘social gaming’ poker games which it believes provides a more engaging gameplay experience for bettors.

Back in 2020, the company launched a feature that enables operators to live stream tournaments to players around the world. 

The Poker Tournament Live Stream sits on the Connective Games platform, which powers sites such as Spartan Poker. It allows users to remain engaged with a poker brand even when they are not playing themselves, by watching professional players go head to head.

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This trend was particularly evident in 2022 and will only become more apparent in the next few years. It is therefore likely that land-based content will continue to be adapted for online use, becoming one of the driving forces behind casinos enjoying strong engagement with new and existing players.

In this article, the Connective Games team discusses the various different aspects needed to deliver a successful reworking of physical slot machines for online, how operators can leverage the opportunities they present and ensure online titles appeal to various demographics. The platform provider also shares what they believe the future holds for online slots, and why localised content is proving to be key, using the case of the biggest online casino in Denmark.

Connective Games is a global software development company that has a 15-year track record of creating professional real-money gaming projects for various platforms. We specialise in highly localised products that are tailored to local markets allowing our operator partners to compete with the largest, most successful tier-one brands in the world.

For one of our partners, the biggest online gambling operator in Denmark, we have successfully reworked a number of land-based slots for online. The company itself, being a supplier of the physical game machines exclusive for the Danish market, was looking to broaden its online slots offering with bespoke titles that would appeal to both online and retail players and work just as effectively in the digital environment.

Our specialists evolved and adapted the EGMs’ mechanics for online channels, reworked and greatly improved the quality of the graphics, and implemented first-class animation and sound elements. This is with keeping as close to the original concept as possible. All games have been adapted for desktop and mobile devices to ensure the immersive UX on any screen, as well as localised to adhere to the Danish market.

We’re very excited to see our online slots highly engaging and interactive in terms of the number of features available and the relationship in which a player can build with the game. Locals undoubtedly relish playing the slots – their share comprises ⅓ out of the total number of wagers made in the whole assortment of games offered by the online casino, including third party titles provided by major global brands. And the reviews are wonderful.

The challenges and key steps to ensure that a land-based game works online

Ensuring that live game machines remain as appealing and enjoyable for players when reworked for a digital environment is actually the main challenge. There are several factors at play here.

Firstly, it is about the overall sensory experience that players usually seek out in brick-and-mortar casinos. The authenticity of a machine, the tactility of button presses, and quality of audio. All this appears hardly replicable online. What is capable of holding the same level of attention is the game mechanics that possess a high entertainment value. 

Basically, you need to take an in-depth look at how the mechanics can resonate with online players without diluting or changing the fundamental feel of the game. The maths models also need to be adapted as online often uses a different approach around total bet size and different types of jackpot scaling.

When it comes to the Danish slots, their game logic stands out from that of any widely recognised titles. Diverse bonuses and special rules by which they are triggered, all allow players to find a specific gaming strategy and increase the chances of winning. It actually took us major efforts to transfer the slots to the digital realm. Your expertise and out-of-the-box thinking would come in very handy here.

Secondly, it is the design that adds greatly to the overall experience. Due to the advent of latest technologies, you have more design freedom and less barriers to creativity which, particularly, allows a higher level of detail. But the process is becoming more demanding.

Thirdly, do not forget about the differences on the device side of things. Physical assets are designed for the specific cabinet monitor configuration and processor capabilities, while online requirements will include screen types and orientation, and a variety of devices. 

Besides, when on mobile, everything is smaller: buttons, game dialogues, etc, and users are expecting much faster response times compared to playing offline. And finally, as technology is always changing, the adaptation and optimisation of online content must be continuous.

Why game localisation matters, and what are the key points of it

The success of an online slot largely relies on localisation when tailoring for specific markets. 

The popularity of localised content is high all over the world – research shows that 65 per cent of customers are more willing to use localised services in their respective nations. In Denmark, this figure reaches 80 per cent, despite very high English proficiency among the population.

But it is not even about command of foreign languages. We believe this is because localised content immerses a player deeper in the world of the game – it feels more natural, comprehensible, and emotionally resonant with the audience as it pays heed to the specific cultural context. 

Going beyond just mere translation of linguistic materials into target language, culturalization takes a deeper look into the basic assumptions, values, ideologies, and desired population’s “look-and-feel” of the game. And it focuses more on the design, storyline, use of colour, graphics, the names of the characters, taste, customs, tone and the game scenario (eg music, UI). Players tend to trust the product more as it makes them feel like it was designed with them in mind. Often, adaptation also needs to take into account the legal requirements of the target market. 

But before that you need research. The detailed analysis of the local culture, demographics, player types, as well as their preferred game themes, features, RTP and volatility will help to shape your content accordingly and ensure its strong performance on the market.

How online operators can maximise the opportunity that traditional slots provide

While most of the mechanics are the same for online and land-based, what differs is the gameplay. Online, it is possible to bring more diversity and features as well as gamification aspects to further enhance the user experience. But be sure not to make the gameplay too complicated – a simple, easy to understand concept attracts more players. A good strategy is to add small twists to well-known concepts, thus they remain familiar to the players, yet the maths model is completely new.

With online slots it is OK to experiment with a ‘try and fail’ approach as the lifespan of a game is often shorter, and costs to design and build are lower. For example, you can include more innovative features, such as a higher volatility or increased payline, and then see how it works. And also feedback on player acceptance will come quicker.

The retail sector can be a good source of new, original games. Not everyone that gambles online gambles in brick-and-mortar venues, so there will always be room for brand-new and unique content.

Virtual slots inherit – above all – a loyal audience who will have naturally flowed to the online space as the content being offered is already familiar to them. Online operators need to increase the excitement of the games and make the experience as seamless as possible so as to boost existing customers’ retention and generate a new fan base.

Those gambling brands promoting themselves across both land-based and online can benefit from cross-selling of their product. It allows casinos to capture a broader clientele including, particularly, the ones who never visited a traditional casino and would like to play the ‘real thing’, as well as those willing to try out new innovative games in the online environment.

How to ensure that online slots appeal to various generations

Statistics show that younger audiences are looking for more gamified elements and finding it more approachable to play slots online. Older generations are more likely to gravitate towards the land-based experience and go for a simple slot design and a classic-feel.

However, we believe that the most important thing is truly fun and engaging mechanics as well as the feeling of being able to win big, which adds to the overall experience and thus transcends both demographics. The difference is only in the physical packaging of the product.

From a content perspective, the strategy is usually one of tailoring to a certain market and player profiles, working with feedback from the customers. Understanding players’ tastes is a crucial part of creating blockbuster titles. Of course, you cannot please everyone with every game within your online offering, but having a diversity of themes and mechanics helps engage a wider audience. Particularly now that casino venues tend to reduce the number of machines or have even shut due to the covid-19 pandemic, players migrate to online more massively.

An omnichannel strategy will also help to attract and keep various demographics within your walls. By providing the same smooth gaming journey across all devices, you make sure players enjoy the convenience of playing whenever and wherever they want with one account, shared wallet and loyalty programmes. Omnichannel marketing gives operators a full 360-degree view of the player, which allows the enhancing of casino services and driving more gaming.

The future of online slots

The world casino market is expected to reach $153.2bn by 2026, according to the report from Global Industry Analysts. Online slots will constitute the major driver of growth in the market. The reason for their massive popularity is that they are convenient, simple and easy to pick up, and you can win big within a spin. 

Innovations will be the core of the continuing journey for online slots. The industry is highly adaptable to change and is ready to act quickly, driving evolution. Already, it is interesting to see how some revolutionary ideas are shape-shifting the conservative nature of slot-based gaming.

Among the player favourites are skill-based machines that introduce a skill element integrated with the RNG. They come with bonus rounds where you will need to demonstrate a certain kind of skill, eg enter a specific key pattern or shoot at targets. This definitely appeals to the younger generation that is looking to be challenged during gaming and influence some of the payouts.

Virtual and augmented reality will no doubt be the next big thing for player entertainment. As VR and AR become more present in our lives, who knows, maybe 3D visors and gloves with sensors could be part of mobile slots gaming. These innovations can recreate the real casino experience, making it seem as though players are inside a venue pulling down the lever or becoming a character within the game. The biggest drawback we see for now, however, is the ownership of VR equipment.

We are also paying very close attention to how technological advancements will broaden to encompass more mobile devices such as watches, glasses and bracelets. And how certain technologies like less power-hungry mobile chips, flawless speech recognition and Touch ID will change the market.

Contact Connective Games

Are you looking to start an online gambling platform? We can help you get the ball (or dice) rolling.With 15+ years in software development, Connective Games has delivered a number of marquee highly-entertaining and engaging casino games and slots to the global igaming market. 

All of our titles have been developed with a mobile-first approach. Omnichannel HTML5 technology delivers the same superior graphics and experience across desktop, smartphone and tablet devices to bring satisfaction to the user and revenue to the operator.

Get in touch with our managers today at info@connectivegames.com for more information.

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In a statement confirming the closure, Connective Games said that withdrawal from Russia had not been an easy decision due to its roots in the country. The company’s first development studio was launched in Russia, it noted. But it is no longer sustainable nor viable in the current environment. 

Distancing itself further, the company said: “Connective Games has always been Asian, LatAm and European focused and never targeted the Russian market.”

It added: “The closure of the studio is the company’s strategic decision that was made a while ago and has been propelled by the current environment. In its turn, new geography allows maintaining better logistics, strengthening the company’s presence in targeted jurisdictions and minimising possible business risks.”

Headquartered in Malta, the company has earlier announced new office openings across Europe and the Middle East, including those in Serbia, Turkey and Armenia, from where it will continue to deliver online poker game and platform solutions to the global igaming market.

In conclusion, the firm said: “Connective Games has always been targeting Asian, LatAm and European markets, all of which have enormous potential for our business. These are jurisdictions we already have strong partners in and we hope to expand even deeper into with our new and existing products.”

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The Poker Tournament Live Stream sits on the Connective Games platform, which powers sites such as Spartan Poker, and enables users to remain engaged with a poker brand even when they are not playing themselves, by watching professional players go head to head.

Live-streamed footage allows viewers to see each players’ cards at all times, and to watch their strategy as the game and tournament unfolds. Each stream also features commentary from several poker experts, players and fans adding another layer of engagement to the footage.

The Poker Tournament Live Stream feature is also entirely customisable and brandable, with the footage able to be viewed on desktop, smartphone and tablet. 

Sergey Mukhanov, CEO of Connective Games, said of the addition: “The Connective Games team is relentless in its pursuit of innovation and excellence in online and mobile poker, and the launch of Poker Tournament Live Stream is yet another example of how we do this.

“The pandemic has made it difficult for live, land-based poker tournaments to take place as planned with many now being played online. Through our feature, operators can now stream the action live to players all around the world.

“This is incredibly powerful when it comes to keeping players engaged with the poker brand and allows our operators partners to deliver even more value. It has proved to be hugely popular with Spartan Poker and we look forward to rolling it out with other brands in due course.”

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Blitzpoker, formerly known as FTRpoker before a recent acquisition and re-branding, is to utilise Connective’s online and mobile technology to offer a range of international poker variants including Texas hold’em and Omaha.

The new brand, which forms part of the Quadnet Poker Network operated by Spartan Poker, will see players given the option to switch seamlessly between portrait and landscape mode, fully optimised mobile display including thumb play and the ability to multi-table.

The Blitzpoker partnership builds on the existing relationship between Connective Games and Spartan Poker, which has seen the former provide its technologies and services to the latter for more than five years.

Serge Mukhanov, Connective Games CEO, commented: “We are delighted that Spartan Poker has extended its relationship with us to power its latest poker brand, Blitzpoker. With Dan Bilzerian as ambassador, the brand will quickly gain popularity in India.

“Of course, those that do sign up to and play at Blitzpoker will enjoy the same best in class poker experience found at big name brands such as Spartan Poker, including our award-wining mobile poker offering which is in a class of its own.”

The news follows i3 Interactive, which previously debuted a link-up with Dan Bilzerian, detailing a business combination agreement with “an arm’s length, private British Columbia corporation” which “owns an active Indian poker brand” earlier in the year.

Highlighting the intention to rename to the aforementioned brand title, the deal was said to see the resulting subsidiary, a wholly owned entity under the name ‘i3 India Holdings Corp,’ gain an indirect, 65 per cent controlling interest.

Last month i3 Interactive unveiled its first global brand of online sports betting, casino and poker products and services with BlitzBet, a collaboration alongside Bilzerian.

The Company said it was evaluating multiple countries in which Bilzerian has a strong following, intending to launch a fully legal product in those jurisdictions in the coming months

“India continues to be one of the fastest growing markets when it comes to online gaming and online skill games,” Bilzerian explained.

“India has shown a lot of promise that has given me the confidence to throw in my chips as well. We are bringing in Blitzpoker to India with a ton of features that will help us create a unique experience for the online poker players in India and make the game even more exciting.

“Blitzpoker offers a unique playing experience to its players and helps make it a lot more exciting. I’m looking forward to see how the Indian poker players receive our offering.”

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According to numbers from Italy, an initial rise was followed the country going into lockdown as around 5,000 players logged into table games at one time on the first Tuesday of the curfew, double the regular traffic level.

Serge Mukhanov, CEO at Connective Games, believes that the addition of poker to an operator’s portfolio can offer a ‘much-needed additional revenue stream in this time of uncertainty.’

“During this pandemic, poker has proved to be more resistant to alterations in behaviour because, of course, there are no restrictions impacting the online world,” he explained.

“If one compares poker and betting we see that the audience is similar in psychological and strategic features.

“In poker, just like in sports betting, you need to skilfully manage your play, with good, informed decisions making a positive result more likely. Both generate excitement and offer the capability of earning money without leaving home.

“In addition, these types of gambling are available to a wide range of people on any device.”

In contrast to online poker, sports betting has endured a torrid time due to all the world’s major sporting events either being cancelled or postponed. 

Mukhanov believes that for poker to be successful in the current global situation it needs to have a well-structured marketing campaign to attract and retain customers. Furthermore, he expressed the importance of reliability of the app/site in gaining trust.

“The operator needs to be assured about the supplier they use. Don’t settle for empty words.” Mukhanov added. 

“The software provider should be able to confirm their words and achievements, for example, by demonstrating their back office and show real-life examples of implementing their platform in different markets. Winning major B2B awards is also evidence they have a good product and service.

“The operator should look at the supplier’s presence in the market, and perhaps take into account which existing operators they already work with. Clearly, if a supplier works with successful brands it is indicative that they are performing well in terms of helping the site attract and retain players.”

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Via the certification the Malta and Russia-based online poker, casino technology and services supplier has been cleared to offer the product to operators in the UK market, adding further strength to its global footprint.

Confirmed the green-light being awarded, iTech Labs’ evaluation certificate states: “Our evaluation of Connective Games LLC game consisted of game rules and artwork review, functional tests, paytable verification, and source code review. Our testing confirms that the above Connective Games LLC game is fair and comply with the relevant standards.”

As a result of this latest move the firm, which states it is “the third largest poker network in the world based on site traffic according to PokerScout,” is striving to establish itself on one of the most successful online poker platform and service providers in the market.

Serge Mukhanov, chief executive officer of Connective Games, said of the certification: “We are delighted to have received certification from iTech Labs and to be able to offer our popular Texas Hold’em game to UK operators and their players.

“Our award-winning poker products offer the best possible player experience across desktop and mobile and we look forward to partnering with UK operators in the coming months, allowing them to offer their players a superior Texas Hold’em product.”

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The integration sees PokerMatch offering players a comprehensive portfolio slots, table and live-dealer games developed in-house by Connective Games.

Titles now live on PokerMatch include Giovanni’s Cat and Fruity Fiesta, as well as popular titles Tiger King and Mr Illusio.

PokerMatch, a subsidiary of PariMatch, already uses the Connective Games poker platform, meaning the operator’s players can now seamlessly access casino games from any poker table.

Ruslan Bangert, CEO at PokerMatch, said: “Connective Games has been the driving force behind our success in the Ukraine and our position as the number-one poker brand in the market and we look forward to achieving the same in the casino vertical.

“Connective Games has developed an entirely bespoke proposition for PokerMatch, allowing us to deliver our players with a casino product we know they will love. We believe it will be a huge success.”

Serge Mukhanov, CEO of Connective Games, added: “We have had a long and successful partnership providing PokerMatch with our market-leading poker platform and we are thrilled to have extended this to cover casino.

“We developed an entirely bespoke casino client for PokerMatch based on their needs and their target market and the end result is a highly localised proposition that will help to secure the operator as the number one brand in the Ukraine.”

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Striving to take the “Indian poker market by storm,” Connective’s platform was selected due to giving operators the power to localise their poker offerings by customising language, currency, payment gateways and game variants offered.

Madhav Gupta, CEO of Baadshah Gaming, said of the new agreement: “Connective Games is one of the most powerful and successful online poker technology providers in the world, and was an obvious choice for us.

“We were particularly impressed with their mobile product, which provides excellent player experiences we have ever witnessed.

“Powered by such innovative and outstanding technology, we believe we will take the Indian poker market by storm and look forward to a long and successful partnership.”

As a result of the new partnership, Baadshah is aiming to leverage Connective’s “wide variety of features” to offer its user-base a range of tournaments, stressing an ambition to become established “as a leader in the fledgling Indian market”.

Baadshah Gaming is a subsidiary of the Casino Pride Group, the owner of one of the largest offshore casinos in India and Nepal.

Serge Mukhanov, CEO of Connective Games, stated: “We are proud to have been chosen by Baadshah Gaming to power their poker proposition.

“The Indian market offers huge potential, and we believe our technology combined with their branding will be a winning formula.”

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Connective Games and Aconcagua Poker have worked together since the latter launched in 2014. The poker brand will now offer its products in Spain after it was awarded a licence by the Spanish regulator.

The Aconcagua Poker Network includes its cutting-edge mobile poker proposition courtesy, which includes a variety of mobile-optimised games with lightning-fast responses, multi-tabling abilities and the option to review hand histories in graphical form.

Serge Mukhanov, CEO of Connective Games, said: “We are delighted to be taking Aconcagua Poker Network into the Spanish market for the very first time after the operator received its licence from the country’s regulator.

“Aconcagua Poker Network is one of the most popular and successful operators in core markets all over the world. Powered by our impressive poker platform, players in Spain will now be able to enjoy the same award-winning experience.”

José María Rossi, CEO of Aconcagua Poker Network, said: “Our plan is to expand into regulated poker markets around the world, and we believe the Spanish market has plenty to offer in terms of potential, growth and excitement.

“Our success in other markets has come from offering the most advanced poker products in the world, and that would not be possible without Connective Games. We look forward to working with them on our Spanish offering, and to continuing our successful partnership.”

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