“Beauty is in the eye of the beholder. So when you hear ‘quality’, what does that mean in terms of video slots?” Bryan Upton is at ease thinking out loud in a small meeting room upstairs on the NetEnt stand at ICE London.

Wearing jeans, an Ozzy tee and a pair of Converse, Upton is fresh from revealing the developer’s latest two licensed game launches – Conan and Ozzy Osbourne – to a crowd of more than 200 at the NetEnt stand.

Upton’s CV includes stints at IGT, GTECH, OpenBet and Inspired, moving from online to land-based and back again, to NetEnt. CasinoBeats has suggested that the high standards for quality that NetEnt is renowned for could be under threat as the company increases its games output.

“I’ve been in land-based for the last three years but when I came back into online, the thing that I noticed is that the games themselves haven’t changed that much but the players have. That’s the thing that caught me off-guard because in land-based things move much more slowly so the through-put of content isn’t there,” says Upton.

“But, in online, players have reached a level of maturity so quickly. Some customers don’t want super high-gloss games and some do. ‘Quality’ can be defined by the person you’re giving something to. There are games that are doing fantastically well that don’t look that pretty. Then there are some that look absolutely magnificent but they aren’t doing great.

“For us, it means being smarter about what were doing – the kind of games were making and for whom.”

“We’ve had 45 billion transactions come through, every one has data we use and learn from“

NetEnt surveys the floor at ICE – and by extension the online casino sector – from a unique position. Upton is quick to play down suggestions regarding the company’s special status but in terms of maturity – NetEnt is in its 24th year of operation – as well as the sheer volume of games, integrations and transactions, the company has few if any peers.

Upton concurs that this vast depth of experience is of huge value in reading the market and targeting game quality as determined through the player lens. “We have had something like 45 billion transactions come through and every one has data that we use and learn from,” he says. “It is fair to say that we have more data than any single operator because we have such a huge distribution network.

“The sheer amount of data available for the games creators in the company is a big deal. We can make reasonably informed decisions,” he explains.

“The intent is that we use it and understand the ‘why’. There’s different ways to build games, different approaches. The only way to get that done is by being smart and thinking things through.”

Having that huge resource in-house is of course invaluable but there are other benchmarks against which companies are measured. And there are innovators in the sector that are making waves without two decades of data going into every game. CasinoBeats cites Big Time Gaming‘s Megaways mechanic as a recent innovation that has raised the bar.

“We are a bit of a different animal… We’ve muscles we’ve yet to flex“

“Its not the first time that something like Megaways has happened,” says Upton. “They do a fantastic job – hats off to them. They keep the rest of us on our toes and I love that we have those guys in the industry.

“But, for us, those things are just part of what we do. We’ve got games that use similar devices. If we discover something amazing then, sure, we’ll respond. But we are a bit of a different animal to BTG. We have some muscles we’ve yet to flex.”

The connection that Megaways plays on – of developers communicating their strengths directly to players – is nothing new. In fact, NetEnt’s enviable online and social footprint has arguably been the template for that type of engagement. “I don’t think we’re alone in that now,” says Upton. “A few years ago, that might’ve been the case.

“Our players are all talking to each other, on forums, etc, and its great to hear these players talking about the things we’re doing. It offers a bit of a benchmark. I don’t think there are many that don’t know who NetEnt is.”

And that brand awareness brings a degree of expectation? “Yes it is a powerful brand. But we also need to look after some of our core brands, to nurture them. Dead or Alive is an iconic slot, we will be doing a sequel. Taking care with our brands is important to us.”

The rough doubling of the number of games NetEnt is to put out annually appears to be paying early dividends, with Q4 2018 revenues up nearly 10 per cent.

Quantity versus quality – where the conversation with Upton began – is a recurrent theme, and so it returns. Accepting what he says about the perception and definition of quality, caring for those brands surely gets harder the more games NetEnt is producing? “We have increased our throughput, it’s true. Announcing Narcos and Vikings last year, and here there’s Conan, Ozzy and Scudamore’s Super Stakes.

“We’re quite open to licensed brands and we are being contacted all the time. Sometimes we say no for whatever reason and then other times it can be the brand owners that make it worthwhile. The Conan guys are fantastic to work with, for example,” he says.

“Working with brands is quite a talent in its own right. Picking them carefully is really important but also working with them is the second part of it, can you do it well? Jumanji is a great example. We took the game the film was about and really built it into the slot and that is why it has been such a great performer.

“Games like that – that have an inherent games mechanic – we love.”

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RELEASE DATE

Out now.

THE PITCH

The latest in a range of licensed game launches, which also includes Narcos, Ozzy Osbourne and Conan, the 5-reel, 3-row, 20 bet lines video slot strives to capture the “unique trackside excitement,” ahead of this year’s Cheltenham Festival in March and Grand National at Aintree in April.

NetEnt also stresses that it is hoped the new offering is to have all year-round, worldwide appeal, with racing highlights also including Prix de l’Arc de Triomphe, Dubai World Cup, Kentucky Derby, Royal Ascot, Breeders Cup and Melbourne Cup.

GAME DETAIL

Scudamore’s Super Stakes’ base game features random lucky horseshoe wilds alongside its Bet Slip feature, which is designed to drive player retention.

The bet slip feature is a game within the game, where players can bet on a certain symbol landing in a certain number of spins in the game.

These bets are saved across gaming sessions so players can come back and pick up where they left off.

Furthermore, the Peter’s classic cup bonus feature, extends the base game to become a 5-reel, 4-row video slot with 32 win lines.

WHAT THEY SAY

Bryan Upton, NetEnt director of games, commented: “With Cheltenham and the Grand National just around the corner, now is the perfect time to launch Scudamore’s Super Stakes. We’re delighted to partner with Peter; he’s not just a true legend of the sport but a true personality that has imbued his knowledge, charm and character into this game.

“The bet slip feature alone we feel will be popular with players and punters throughout the year, but Peter’s presence, voice-overs and advice throughout the development process should win over most of the horse racing fans out there.”

Scudamore added: “I’ve worked closely with NetEnt to create Scudamore’s Super Stakes and help capture the fun and thrills of horse racing. I’m proud to put my name to the game, especially as it’s a first-of-its-kind for NetEnt.”

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Labelled a living legend by the organisation, Ozzy Osbourne, who has sold more than 100m albums as a solo artist and the lead vocalist in Black Sabbath, is set to be “a star performer in NetEnt’s licensed slots portfolio when the game launches”.

The title, which is set feature imagery and vocals from Osbourne, will add to the NetEnt Rocks family of games, which currently encapsulates Guns n’ Roses, Jimi Hendrix and Motörhead, all lauded as “huge hits in the company’s growing branded back catalogue”.

Bryan Upton, NetEnt director of game products, commented: “Rock stars don’t come much bigger, better known, or charismatic than Ozzy Osbourne.

“Thanks to his larger-than-life personality and outstanding contribution to music, Ozzy has developed a loyal and passionate following over the past 50 years – we can’t wait to bring this to the reels for players to enjoy.”

“NetEnt are the market leaders in their field, and we’re incredibly excited to add another of our artists to the exciting NetEnt Rocks family of games,” stated Barry Drinkwater, Chairman of Global Merchandising Services, Osbourne’s merchandising and brand management partner.

This comes as the firm unveils plans for a Conan branded slot game, with the subject of numerous films, books, comics and video and board games to be given a makeover to fit NetEnt’s style.

The sword and sorcery-themed game is to be the latest addition to NetEnt’s selection of branded titles, including Narcos, Vikings, Jumanji, Planet of the Apes, Guns n’ Roses, Motörhead  and Jimi Hendrix.

Upton added: “Conan is a character and a brand with a fantastic history and legions of fans all over the world. We are honoured to be creating our own adaptation of Conan and can’t wait to give him the hallmark NetEnt treatment.”

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Launching just last year, Metal Casino aims to be the “go-to place for rockers that love gaming,” and earlier this year announced the launch of a new live show streamed on YouTube and Twitch.

Holt and Strauss join a variety of names who have aligned themselves with the brand, including Ozzy Osbourne, Dave Ellefson, Lord Ahriman, Ryan Roxie, Dregen, Backyard Babies, Scott Ian and Ron ‘Bumblefoot’ Thal.

Holt said: “I am super excited to announce that I have partnered with Metal Casino as a brand ambassador. There will be prizes to be won, guitars, meet and greets, concert tickets and more – if you’re into metal and into games of chance, how could it get any better.”

Strauss commented: “Metal Casino combines two of my favourite things: having fun and listening to heavy metal!  For someone like me, who isn’t an experienced enough gambler to go play in Vegas, Metal Casino is a great place to come and have a good time”

Clas Dahlen, Metal Casino’s chief marketing officer, added: “These new ambassador signings are really exciting.

“First of all we are extremely happy to welcome a hard-rocking woman like Nita Strauss into the Metal Casino family. Gary Holt, from Slayer, truly strengthens our metal core since Slayer is one of the big four in thrash metal and just an awesome band.

“It’s just amazing they both will join Ozzy & Co as ambassadors in our casino lounge with the world’s greatest metal and hard rock artists.”

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Metal Casino had detailed plans to enhance to its footprint across social media channels, with the United Kingdom a particular focus.

As part of the marketing outreach is a “unique” campaign featuring part owner and ambassador Ozzy Osbourne, with an hour long interview set to split into five parts and released separately.

In its statement Metal Casino, who travelled to Los Angeles to film the exclusive material, details that Ozzy “plays the hard rock games Motörhead, Guns & Roses and Jimi Hendrix while reminiscing about his friends Lemmy, Slash and Jimi.

“He also introduces us to the legendary Rainbow Room and tells us never-heard-before stories about The Beatles and his guitarists, and recalls crazy casino trips with Motörhead’s Lemmy.”

The campaign is set to reach its peak this spring, coinciding with Ozzy’s tour, with The Prince of Darkness also set to give away a selection of signed prizes to lucky winners during the episodes.

Clas Dahlen, Metal Casino’s CMO, said: “We are absolutely delighted by the results. The recordings with the quick, witty and super-professional Ozzy became an epic rock documentary with elements of casino gaming.

“The interviews will be a perfect vehicle for reaching out to music and gaming fans. Metalheads will be wowed by Ozzy’s personal memories from the history of rock that have never been told before, and hopefully they will go viral on social media.”

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The site, which professes to be the “biggest, boldest and most hardcore online casino on the planet,” will stream the twice weekly gaming and music show on the Twitch and YouTube platforms.

Mixing music, chat, live games and audience interaction with the opportunity to win big prizes, the programme is set to be anchored by TV hostess Marielle Tengstrom and Ryan Roxie, famed for collaborations with Alice Cooper and Slash.

Of the new launch, Roxie stated: “”It’s gonna be awesome – we’re so excited to get started. We’re gonna have so much fun talking music and slots in the studio and with the viewers wherever they are and giving away great prizes.

“You don’t want to miss this. As we say at Metal Casino, ‘Stay tuned, stay true and stay metal.”

Metal Casino, part owned by Ozzy Osbourne, is to broadcast the new show for the first time on Friday, February 16 at 20:00 (CET), and every Wednesday and Friday at the same time from thereon.

The site, which went live in August of last year, is also backed by Megadeth bassist David Ellefson in addition to to The Prince of Darkness

Clas Dahlen, Metal Casino’s CMO, added: “Metal Casino does things differently than our competitors and our hard rockin’ live show will reflect that. We are true, we’re real, we’re relevant and dedicated, there’s no bullsh*t.

“The show is about people from the metal scene enjoying themselves and enjoying casino games while interacting with the audience out there.

“This is an entirely new format that we actually started working on in March last year, even before the site launched. Metal Casino Live is paving in the world of online streaming; it cannot be pigeonholed as another deadhead casino streamer, nor is it a music talk show. It is a concept on its own. A concept that goes all in for the fans.”

Check out the video below, promoting the Metal Casino Live pilot which was held earlier this month

https://www.youtube.com/watch?v=4OQDLZcGhM0

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In addition, the ex-Black Sabbath frontman, who also sold in excess of 100 million records as a solo artist, has become a part owner of the “biggest, boldest and most hardcore online casino on the planet.”

Speaking about his latest collaboration, Ozzy commented: “The guys at Metal Casino told me that their brand was all about being true, relevant and dedicated to the customer and that really resonated with me.

“To me, that translated as keeping it real, keeping it original, and doing it all for your fans, and that’s all I’ve been trying to do my whole life.”

Launched just last year, Metal Casino promises players the edgiest games, in addition to partnering with some of hard rock’s biggest names to bring them closer to their fans

“The world’s first casino that embraces metal music fans and casino lovers” is to offer players the chance to win merchandise, concert tickets and backstage access, alongside huge cash prizes.

Clas Dahlén, Chief Marketing Officer at Metal Casino, said: “Ozzy Osbourne is a legend and now he’s a partner with Metal Casino. As far as we’re concerned, this is the biggest sponsorship deal in the world and we’re still in awe that our all-time hero is on board with the project.

“But the most important thing is, when we started Metal Casino, we knew it had to be more than just a casino, but a platform for a global community of metalheads and casino lovers to share their passion. With Ozzy’s help, we’re going to make this happen.”

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