Speaking in the most recent issue of SBC Leaders, Purser said that streaming can offer immediate product insights for the tech-savvy ‘new gen’ players, also offering a community whereby the player can immediately identify themselves with. 

He added: “The impact of casino streamers in the last two years has rapidly grown and today, an increasing number of brands and suppliers are turning to individual streamers or streamer networks to promote their games to a carefully curated and highly engaged, next generation player audience. Many of whom are under 35, and therefore the ideal target market.”

The addition of streamers to an offer, Purser continued, can also transform gaming and slot play from a solitary single-player experience into a highly engaging form of multiplayer entertainment.

He continued: “Streaming has turned slot play on its head, bringing it out of the shadows as a single-player, solitary experience into a shared one, and multiplayer games are, and will, continue to do the same by driving new levels of community and engagement. 

“For the time being, the multiplayer sector is relatively untapped, however we firmly believe it has as much, if not more, potential to grow within the casino world as streaming.”

Purser’s comments were part of a dual perspective on the impact of casino streaming, as he was joined by CasinoGrounds CEO Tobias Svensen. 

While being a key means in offering a gaming community for Gen Y and Gen Z players, Svensen also noted that streamers can help bring down the barriers to engagement, creating what he describes as a ‘borderless’ experience filled with instantaneous connections between players.

He added: “Casino streaming has become a platform where the industry, players, viewers, game developers and others all stand on equal ground, sharing experiences.

“What used to be a good story someone told their friends is now just seconds away from being published, shared and viewed thousands of times within a matter of hours. What used to be an experience you would only share with those close to you is now borderless, and connects with thousands of people instantaneously.”

To read the article in full, click here. 

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CasinoBeats: ELA Games has grown substantially both operationally and in terms of recruitment. How important has it been to scale the team to continue the business’s development?

David Fall: The studio outlined its ambitions early in 2024 and quickly recognised the need to scale operations. Throughout the year, we’ve doubled our team, bolstering our capabilities with valuable design, management and technical talent. ELA Games isn’t afraid to push the boundaries and recruit the necessary talent to realise our ambitions and plans.

This rapid expansion of personnel allows us to achieve so much more. Specifically, we’ve increased our output from one to two games per month, boosting our exposure to the public with the goal of becoming a well-known name for players. We’re excited to show the public what we have coming up.

CB: One way that ELA Games is differentiating itself is through the use of streamers. How have you tapped into that market and what are the benefits of doing so? 

DF: Utilising streamers’ influence with their large and diverse audiences is something that I resonate with, seeing as I’m also a streamer. So, seeing our success with this marketing tactic brings me extra joy. 

We’ve identified a collection of macro and targeted micro-streamers who align with our growth objectives. They streamed a number of our games, including Cash of Gods and Lucky Dwarfs, which saw traffic to these games increase drastically. Our high-quality animations, unique and exciting gameplay mechanics and colourful aesthetics were big contributors to attracting and retaining these new players. We look forward to developing these partnerships and seeing more streamers introduce our games to their audiences in the coming months.

CB: You have come from a streaming background yourself – what are your experiences in slot streaming and how are you applying it here at ELA Games? 

DF: My experience as a streamer gives me a unique advantage as ELA Games’ Business Development Manager. I understand how each game might resonate with streamers and players, and I can channel my deep knowledge of slot gameplay to create high-impact and popular titles. I’m also familiar with the business side of slot streaming, giving me a unique perspective on how to handle collaborations with any streaming partners ELA Games is interested in.

However, a significant part of game development is listening to player feedback. I test our games rigorously, and we consult with our streamer partners to improve our products. This two-way collaboration gives us a unique advantage, and we’re able to curate a portfolio of games that players will continue to enjoy.

CB: Why do you think ELA Games titles are popular among streamers? Were they developed with streamers and their audiences in mind? 

DF: We put a lot of attention and care into the art and design. When we develop our games, we build captivating worlds supported by high-quality graphics, fluid animation and vivid themes. These elements, combined with our engaging game mechanics, mean ELA Games titles are perfect for streamers and their audiences.

Cash of Gods is one of our most popular slots. It’s a well-rounded game and simple to understand. However, due to its mythological theme, it’s extremely popular with the Greek market. Our more experimental and creative games, like Joker Cashpot or Bandidos Bang!, are gaining traction in the streaming world. The gameplay is unique and refreshing, which resonates with streamers’ viewers.

CB: Tell us about some of your recent partnerships, including with Relax Gaming and Slotegrator. How are you collaborating with these new partners? 

DF: As part of our growth strategy, we identified key industry figures and signed mutually beneficial partnerships with them. Recently, we partnered with Relax Gaming and Slotegrator, two crucial B2B iGaming providers and aggregators that will help ELA Games gain exposure to a more diverse audience. 

We’re always open to discussion and are eager to explore new possibilities with more partners. If you’re a directory, iGaming platform or B2B distributor, we encourage you to get in touch with us by reaching out directly or by visiting us at one of our stands at some upcoming events we’ll be attending. 

Check out our website for more info: https://www.elagames.com/ or contact us at sales@elagames.com 

CB: ELA Games recently launched a video series. What is the series about and what sort of content can our readers expect from it? 

DF: We started our new video series, ELAborated Games, two months ago. We have so many more episodes in the works, and we’re excited to expand the format in the future. These short videos cover everything that we’ve been cooking at the studio, including new games, exciting partnerships, industry recognition and much more. We’ve received amazing feedback regarding the video format, and I’m excited to see how we can spice them up and develop the series with every release!

CB: We are fast approaching the SBC Summit in Lisbon, where ELA Games will be exhibiting. What are your plans for the event?

DF: This event is going to be a bit different for us, as we’re unveiling some ambitious plans. I can’t delve too much into the details, but we’re going to be increasing our output to two games per month, made possible by our recent explosion in talent. But, more importantly, we’re going to be demonstrating our new games live! We have four games we’d like to show off:

• Madshow Circus: We cooked up a chaotic and 5×4, 10 payline, maddening circus-themed slot. It comes with two major bonus features: Wild Ride and Knife Klash, both full of multipliers to maximise gains.
• Devil’s Treasures: A thrilling online slot game featuring the groundbreaking PopWins mechanic from AvatarUx! Each winning symbol increases reel height, and I’m so excited to see attendees chaining together huge wins.
• AquaMafia: Dive deep for captivating gameplay with this slot’s Sticky Respin feature! Winning symbols stay locked and the reels respin until no winning combinations form. Great potential for some massive wins there!
• Farm Hunt: Enjoy some countryside gaming with a slot that’s packed with bonus features. Like various surprises when playing? This is a slot for you.

The post ELA Games: harnessing the power of streamers to support growth appeared first on CasinoBeats.

Natalie Lees and Jack Richards, Senior Conference Producers at SBC, shed light on the diligent curation of topics, the significance of cross-industry perspectives, and the innovative formats making their debut in the 2024 edition.

CasinoBeats: Technology is central to CasinoBeats Summit’s agenda. How do you choose which technologies warrant a panel discussion and assess their ongoing relevance or obsolescence?

Natalie Lees: The unique aspect of our event lies in recognising the significance of all discussions; it’s about picking the right discussions for a panel format. Many emerging technologies require the intimacy of an ‘Ask Me Anything’ or workshop setting. By incorporating these interactive formats, we ensure our discussions remain dynamic and relevant. This approach allows us to stay current, facilitating timely conversations about adapting to evolving technologies, including strategies for coping with obsolescence.

Jack Richards: It’s probably the most difficult part of agenda writing! Looking ahead now, at the time of writing we are still over 6 months out, and trying to predict tech evolutions that far out can be extremely challenging – given how fast-paced the industry is. One thing for certain is that generative AI will be at the centre of most technological developments, so it’s about how we frame the discussion and adapt/tweak the synopses as and when products are updated.

CB: The plan for this year’s agenda includes hosting speakers from different fields, not just casino experts. What can attendees learn from these varied perspectives?

NL:  Incorporating speakers from diverse fields in this year’s agenda offers attendees a unique opportunity to gain insights beyond traditional casino expertise. From the video gaming sector, participants can explore cutting-edge technologies and graphics trends to enhance the gaming experience. Insights from the e-commerce sector focus on user experience excellence, that are particularly challenging navigating regulatory restrictions. Additionally, expertise from SEO professionals, content writers, and leadership experts provides fresh perspectives on optimising online visibility, creating engaging content, and implementing effective leadership techniques.

Collectively, these varied perspectives empower attendees to adapt and implement innovative strategies, ensuring the casino industry remains dynamic and at the forefront of technological advancements.

JR: The best ideas come from thinking outside the box, so by bringing in speakers from other industries we are giving the best tools to do that thinking! Attendees can gain a broader perspective with cross-industry insights from tech trends to marketing strategies.

CB: The agenda provides delegates with a new angle on the subject of leadership. What has prompted this fresh approach to covering leadership? Do you believe this is a reflection of current industry attitudes or is it to encourage a new way of thinking? 

NL: The decision to infuse a fresh perspective into our agenda’s leadership discussions directly responds to the profound industry transformations of the past five years, prompted by invaluable lessons from COVID’s impact on company cultures and workplace health. This proactive approach aims not only to mirror current industry attitudes but also to actively encourage a new way of thinking, cultivating leadership strategies that resonate with the evolving industry climate. 

Acknowledging the importance of retaining talent and fostering a happy workforce, we emphasise personal development through unconventional avenues like meditation and poker, offering leaders essential skills for navigating the changing industry landscape and integrating these aspects into organisational leadership. Additionally, strategic inclusion of investment and M&A discussions serves to assist entrepreneurs in propelling their businesses to the next level, providing a platform for exploring opportunities, fostering growth, and ensuring leadership strategies align with the evolving needs of businesses in the industry.

CB: Day two of the product conference track focuses on all things land-based, bingo, and live casino. With the industry’s shift to digital, how do you think those verticals can maintain their relevance? 

NL: Day two’s strategic focus on land-based, bingo, and live casino in the product conference track recognises the enduring significance of these traditional verticals amidst the industry’s digital shift. In navigating the digital landscape, these verticals can maintain and even expand their relevance by embracing technology to enhance the overall customer experience. 

Simultaneously, live casino experiences can be enriched through immersive technologies, ensuring that the appeal of in-person gaming is complemented by cutting-edge digital enhancements. By strategically blending tradition with innovation and exploring new market entries, these verticals can not only preserve their relevance but also provide a trusted opportunity into global markets.

JR: The key word for this topic is ‘adaptability’. How can these legacy ways of gaming embrace the changes in player behaviour and changes in technology to create a USP that digital gaming doesn’t necessarily have? In the ‘digital era’, these verticals should be enhancing user experiences through immersive technology, and fostering a sense of community through social interactions, both online and offline.

CB: Let’s talk about streamers. I understand there is a big focus on their involvement this year, but I also know it is hard to get them to attend conferences. How do you pitch CasinoBeats to streamers? How will their presence benefit operators and suppliers in attendance? 

NL: CasinoBeats invites streamers to an exclusive experience where they can play the latest slot games launching only at our conference. This unique opportunity not only enhances their content but also fosters community engagement among streamers. Attendees can connect directly with leading operators and suppliers, exploring collaborations and gaining insights into industry innovations. 

Streamers, as influential advocates, provide real-time reviews to their audiences, amplifying the impact of exclusive game launches. CasinoBeats serves as a dynamic hub for the gaming community, offering shared experiences, connections, and the latest in gaming innovation, benefiting all participants involved.

JR: Streamers, with their close-knit link to affiliation and marketing, provide a 2024-centric approach to what the current and next-gen players will be interested in, and how they will consume content. Getting as many of these streamers in as possible will create a vibrant, festival feel for the event, and more importantly, the more we stream, the more the event will get screen time.

The post Analysing the evolving role of technology at the CasinoBeats Summit appeared first on CasinoBeats.

While some scrambled to understand and adjust accordingly to these amendments, Michael Pederson, CCO at Livespins, noted that Twitch’s decision was something the firm “saw coming from a long way off” – adding that behaviour of some streamers had been “increasingly out of control” in the build-up to the ban. 

Speaking to CasinoBeats to reflect on the last 12 months, Pederson explained that Livespins was partly launched due to the “Wild West nature” of casino and slot streaming, and to provide a platform for operators, studios, and streamers to create and broadcast content responsibly.

He noted: “Because Livespins sits within the casino lobby, players are afforded all of the protections that operators must provide as part of their licence requirements. 

“Since the ban, we’ve seen a surge in enquiries from operators and studios looking to partner with Livespins and we expect to carry that momentum throughout the coming 12 months.”

Delving further into the studio’s reaction to Twitch, Livespins explained that it was founded on the insight that a significant player segment “clearly loves” the slot streaming concept and the opportunity to engage with a community of like-minded individuals and watch authentic streamers. 

This, according to Pedersen, hasn’t gone away following the ban, and the CCO believes the popularity of casino streaming will only continue on its “meteoric rise”. 

“Ultimately, we’re on a mission to socially charge the online casino experience offered to players…”

“At Livespins, we want to help operators, studios and streamers leverage this tremendous potential, but with audiences and players properly protected at all times,” added Livespins CCO. 

“And what better way to ensure they’re protected than by using the tools, systems and processes that licensed operators are required to have in place as part of their safe gaming standards. 

“So long as streams take place within the casino lobby and via platforms such as Livespins, I don’t see any need for the external regulation of streaming and streamers.” 

Looking into Livespins’ key goal for 2022, Pedersen emphasised that the studio’s main focus was onboarding a wide range of game providers to allow its streamers to access an array of content for their streams. Over the last 12 months, the firm inks alliances with more than 20 developers in the igaming sector, including Relax Gaming, Yggdrasil and iSoftbet, to name a few. 

On the company’s expansion this year, Pedersen added: “The game being played is such an important part of the stream as it provides the action that streamers interact with and, with Livespins, that audiences bet behind. 

“I don’t see any need for the external regulation of streaming and streamers.”

“Ultimately, we’re on a mission to socially charge the online casino experience offered to players, and with these studios onboarded and deals signed with operators such as CasinoFriday, WynnBet and Campeon Gaming, we’re well on our way to doing just that.”

Reflecting on 2022 for the studio, Pedersen pinpointed that his highlights for the year were seeing Livespins come to life and for the players to tune into a stream, as well as interacting with the streamer and each other while utilising the platform for the very first time, – noting that this has set the firm up “nicely” for the year ahead. 

He continued: “Ultimately, we’ve created an entirely new category of online casino play and in a short space of time, we’ve been able to generate major traction among operators, studios, streamers and, most importantly, players. 

“This sets us up nicely for the coming 12 months during which we will roll-out more platform and product updates, onboard additional studios and go live with a growing roster of operators in markets around the world.”

With 2022 being all about onboarding developers to its platform, Pederson revealed that 2023 will be shifting the focus to launching with operators in core global markets, with its eye on the fast growing North American igaming market.

Pedersen concluded: “US operators typically have bigger budgets to play around with, and this means they are able to bring in superstar brand ambassadors which opens up lots of unique opportunities when it comes to streaming and maximising the potential of the Livespins platform. 

“It’s going to be a breakthrough year for Livespins, so make sure you join us for the ride.”

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That is the official slogan from Twitch, a platform which has helped launch the careers of some of the world’s famous streamers, from both the video game and igaming sector. 

October 18 witnessed Twitch implement some drastic changes to its rules that sent shockwaves throughout the industry. These new rules saw the streaming platform issue a ban on content from websites offering slots, roulette or dice games that aren’t licensed in the US or other jurisdictions that “provide sufficient consumer protection”. 

Since the inception of the new rulings, using Twitchmetrics.net’s figures, average viewers for the ‘slots’ category has experienced a dramatic drop in numbers. 

On October 17, a day before the rules were introduced, the average viewers for the category on the platform stood at 67,715. A mere 24-hours later those numbers dropped by just over 50 per cent to 30,063. Skip forward another day and those average viewers plummeted to just 8,702. 

Over the course of the next 11 days, the average viewers dropped to the lowest total of 7,504. However, since then a steady rise to October 31 figures of a 20,551 average has been witnessed.

Though the initial numbers don’t look that convincing, CasinoBeats took this situation to its 100 Club members to go beyond the figures and see if these new rules are a positive for the sector. 

“It is always a shame to see something incredibly popular be suddenly stopped”

Michael Pedersen, Chief Commercial Officer at Livespins

We asked: what is your reaction to the news and how do you think it will impact streamers as well as suppliers working with Twitch when the rules are implemented?

Michael Pedersen, Chief Commercial Officer at Livespins, stated that it is always a “shame” for something to suddenly stop due to the actions of “a small number of people” and noted some methods used by some streamers were “unsustainable”, which would “ultimately end with Twitch taking action”.

He commented: “It is always a shame to see something incredibly popular be suddenly stopped due to the actions of a small number of people. 

“It is clear the interest for live streamed gambling entertainment is enormous, and the vast majority of slot and casino streamers out there have been doing an incredible job of creating content, building communities and entertaining players in ways the industry has never seen before. And doing this responsibly. 

“That said, it was clear to us that the methods being used by some streamers were unsustainable and would ultimately end with Twitch taking action. 

“Livespins was created to put the innovation of streaming and all its benefits into the hands of the operator as they are the ones working tirelessly and diligently to create safe and sustainable gaming environments for players, and who actually have access to the tools required to do this. 

“I think the news took streamers, studios and the wider industry by surprise, but ultimately this is a good thing for all stakeholders but, most importantly, players. If this industry is to thrive, it needs to innovate responsibly regardless of sentiment in the mass media. And this is exactly what we are doing at Livespins. 

“…streaming needs to be held or self-regulated to the same level of responsibility as any other marketing channel”

Tom Galanis, Managing Director of First Look Games

“As the news sinks in, streamers, studios and casinos will start to think logically about their business and how they can change course – we are already starting to see increased interest from providers and operators wanting to leverage the power of the Livespins platform.”

Adding to the thoughts of Pedersen, Tom Galanis, Managing Director of First Look Games, emphasised that it “only takes a few bad actors to spoil the show” but stressed the industry must put responsible gambling and market practices “before anything else”, which he stated is what Twitch has done. 

Galanis explained: “It’s a shame that Twitch has essentially imposed a ban on online casino streaming as it was clearly a great form of entertainment and a way for the gaming community to come together and watch slots being played with live commentary.

“The ban will force casino operators and game studios to rethink this part of their marketing strategies and double down on efforts with traditional affiliate partners. It must be remembered that streamers are effectively affiliates, and many have their own websites that can still be leveraged for the purpose of brand and game promotion. 

“I believe that the meteoric rise of slot streaming has actually helped operators and studios to better understand the power of affiliate marketing and we will now see brands and developers expand relationships with affiliate publishers to help them better engage with player communities. 

“For streamers that choose to go onto other streaming platforms, the appetite will be there but streaming needs to be held or self-regulated to the same level of responsibility as any other marketing channel.”

“It is my belief the Twitch ban will transition slot streaming away from the wild west “

Raphael Di Guisto, Founder at Silverback Gaming

Agreeing with Twitch’s decision, Raphael Di Guisto, Founder at Silverback Gaming, believes that the new rules are a “great move”, even going as far to say that it has come “a little too late”.  

He stated that the streaming platform has had a “significant, lasting impact” on the gambling industry, with some of said impact being “incredibly positive”, like its slogan referred to – building a community for online casino players and opening the door for other, up-and-coming multiplayer platforms. 

Delving into the more negative impacts, Du Guisto noted: “But some of this impact has been negative, such as underage players being exposed to gambling and the problem play that can result, with some even developing addictions themselves. 

“This is simply not acceptable and here at Silverback Gaming, we are dedicated to safeguarding those that play our slots as well as working with the wider industry to mitigate problem gambling. 

“The Twitch ban will now hopefully end the practice of streamers playing with fake money and wagering with incredibly high stakes to generate audience interest, boost their followers and ultimately generate revenues from sending players to partner online casino brands. This is simply not realistic gameplay, and only encourages players to wager beyond their means. 

“It is my belief the Twitch ban will transition slot streaming away from the wild west and ensure that all parties are promoting slot games and casino brands responsibly.

“Players should want to play slots because they offer the absolute best experience from the first game round to the last; hopefully, Twitch’s decision will help players better find these games and other titles from the developers that have created them rather than just playing games and at casino brands just because their favourite, outlaw streamer tells them to do so.”

“…streamers, like any affiliates, must possess qualities of professionalism, consistency and objectivity”

Alex Ratcliffe, CPO at 1×2 Network

Another one of our members, Troy Paul, CEO at SGG Media, noted that Twitch will likely “live again” but only within the framework of the highly regulated legal US online casino industry, a notion that he believes is “fantastic”. 

Paul added: “Our firm specialises in social media marketing, and we wanted to be involved in online casino Twitch streaming – but we avoided it until it was in the regulated and licensed market.

“SGG Media has over 1,200 sports content creators/influencers with over 26 million sports fan followers. We will begin to formulate our plans to work with the licensed state online casino operators to sign Twitch streamers with these licensed US based operators. 

“We will facilitate the Twitch streamers to comply with affiliate licensing requirements while working with our gaming law firm.

“SGG Media believes that social media is the way to market to the younger generation of on-line sports fans and on-line sports and casino gamblers. This Twitch announcement is an exciting breakthrough and opens a new world of marketing opportunities for our licensed casinos and sports books.”

Our final member selected to voice his thoughts on Twitch’s new rules was Alex Ratcliffe, CPO at 1×2 Network, who stressed that he wants to continue “cutting through the noise” and speak to player communities. 

“Streaming is a lucrative marketing platform that exploded into the igaming industry and helped develop communities and engagement with slots and online casino like never before,” he continued.

“However, this did lead to some audiences being taken advantage of streamers, like any affiliates, must possess qualities of professionalism, consistency and objectivity. 

“Many of the streamers we have worked with directly have a multi-medium presence, including their own websites with loyal communities. As such, we will be reaching out to the streamers and influencers we have partnered with previously, and work alongside them to continue producing quality content, and deliver it in a responsible, objective and professional manner with the best interests of players as the top priority. 

“So long as we keep on making great games and partnering with the right affiliates and influencers, we can continue cutting through the noise and speaking to player communities looking to learn more about the latest games to hit the market.”

If you would like to join and become a member of CasinoBeats 100 Club to voice your opinion on future topics, CLICK HERE.

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But what can ultimately act as a vehicle/s to potentially push this segment of the industry ever closer to the mainstream? We tasked a six person panel to delve into these exact topics and much more, see Twitch, streamers and mechanics becoming prominent features, at last month’s SBC Summit Barcelona.

“When we take a look at gamification, it’s a really simple process, it’s making the boring activities of the boring habits that we do, like running and learning language, and making it fun by adding a game mechanism into our entire lifecycle,” kicked off Wesley Ellul, Chief Creative Officer at Quizando, as the near 40 minute session got underway.

In a bid to foster gameplay that is not only more inclusive in nature but maintain delivery of a heightened entertainment experience, Jamison Selby, SVP of Games and Marketing at Game Play Network, pointed to the need to adopt engagement layers in a thorough manner. 

This, he noted, is achieved via “taking the aspects that make a game powerful, that engage people in gameplay, the things that are second nature of what drives you to a game experience, but then extrapolating those mechanics and putting them into every layer of the game, from the moment you first show up all the way through onboarding the funnel, so that the entire experience turns into a gamified experience. 

“…competition is deep rooted in all of us as individuals”

Sam Brown, Chief Commercial Officer at Rootz

“And we can leverage that to drive the user engagement across the entire experience, not just the traditional individualised gameplay.”

Here, Sam Brown, Chief Commercial Officer at Rootz, stepped up to the plate to back-up the opinions previously shared by his fellow panelists.

“Especially in our industry, competition is deep rooted in all of us as individuals, and often adding any type of competitive element, anything you do, inherently or gallop will gamify it and make it a more exciting and interesting experience,” he said.

“And as Wesley said, it’s about turning mundane things into something marginally more enticing piece by piece.” 

As attention turned to utilising gamification to “really make it stand out in a plethora and see of quantity,” as per moderator Ivonne Montealegre, Founder of Malta Poker Festival, Selby continued by highlighting the importance of standing out “from a gazillion” other titles.

“Why should someone who briefly sees you stay and come back,” he continued. “The entire aspect of gamifying an entry layer for a game is to grab someone’s attention, to hold it to give them a reason to stay for 10 extra seconds, and then 10 seconds beyond that.

“So there’s a constant series of actions that they can take, and micro rewards that they can get, that suddenly pull them into a broader experience that hopefully gets more and more rewarding and a quick experience that can begin to have immediately. Because it’s brutal.” 

“…it’s for us to work more on the innovation area of this social casino social gambling”

Jennie Strandberg, CEO of WKND

With competition rife across an array of fellow entertainment verticals, Ellul shared agreement that gamification features “become a way to anchor the experience to give someone a reason to stay and to come back”. 

Jennie Strandberg, CEO of WKND, took over to add a belief that social influences are “bringing the gamification to a next level” through “increasing the time on site and repeat visits of players”.

This saw Livespins cited Livespins as a “good example” being trialed on her casino sites which are “already seeing how some of our regular gamblers are coming into an almost friendship relation with our regular streamers”.

On the aforementioned issue of potentially crossing a so-called ‘frontier taboo’ of making casino play social, Strandberg continued by stating that “that’s the golden question”.

This saw a perceived translation of casino into a “fun social games” touched upon, with competition taking place against those that already have “much bigger acceptance” along those lines, such as poker.

“And I think it’s for us to work more on the innovation area of this social casino social gambling, so that we also think about how we can evolve the classic five reel slot into something that is inherently a group game,” she said.

This subsequently teed up Ellul to point the usage of avatars as potential engagements: “So, sitting down playing slots is great. But it can be very lonely. If you have audible interaction coming around you, so you’re sitting playing your game or slots, but you have five other machines next to you, you have five other players who are avatars, again, who you may engage with. But the sound of them winning can encourage you to continue to say, oh, it could be the next one.

“You can create a shared social experience and still achieve a strong level of actual personal privacy”

Jamison Selby, SVP of Games and Marketing at Game Play Network

“But we’re going to be seeing more of the social engagements, being able to talk to someone while you actually play the slot very much like you were in the traditional casino.”

With the importance of personalisation also cited, and Netflix cited as one particularly that undertakes this to “an incredible extent,” Selby advised that the concept of a shared experience does not necessitate revealing every aspect of one’s personal identity.

“You can create a shared social experience and still achieve a strong level of actual personal privacy. It’s what you are sharing, and to share a gameplay experience doesn’t mean I have to share my name, my bank role.”

Adding: “You know, right now, I think one of the largest problems that we have in online casino is that it’s such a lonely experience for many players.”

A sentiment that resonated with Brown, who agreed and echoed: “It’s a really good point, we can really over think that everybody wants to make gambling a big social thing. 

“The vast majority of people gamble privately, they love to do it privately. But there are some people out there who like to do that publicly. 

“They generate audiences, those audiences can help you build brands. And ultimately, that’s where the value is, in my opinion. 

Trying to bring a product where everyone’s all playing together, I think that misses the target quite significantly.”

This saw that discourse slightly change track to focus on streamers, with both Brown and Jacqui Gatt, COO of BeyondPlay, with the latter suggesting that the challenge moving forward will not be retaining players but rather engaging fresh viewers.

“Players don’t give a damn about what mechanics are, they want to have a good time”

Jamison Selby, SVP of Games and Marketing at Game Play Network

“It’s engaging new players who are new viewers who would usually be on Twitch and moving those people over to the casino,” she said of the streaming challenge that lies ahead.

Strandberg took the Twitch reins to suggest that the platform didn’t help to shake negative viewpoints held by many and that it alternatively served as a catalyst for pushing stigma.

“I think what happened with Twitch is a good example. It has gotten huge traction, a huge audience, but it hasn’t been able to reduce the stigma,” it was said. 

“Because it kept on with the same way of utilising casino as unrealistically big bets, it’s all about the big win and chasing your losses. So we managed to get a good social community around it, but we still kept the heart of what is making casino so stigmatised.”

She continued: “And now we have the opportunity to instead create smaller environments that are within the bounds of the operators where you do have some actual control and understanding of what’s happening. 

“So that we can work towards what we want to achieve, which really is larger quantities of players playing for smaller amounts over a longer period of time, instead of a classical burnouts, players coming in for a month, and then leaving the space again. So I think that we can make something really good out of this.”

As the issue of spectator monetisation fell under the spotlight, the discussion began to draw to a close with a series of glances at what could potentially stand firms out moving forward.

“I think the basics of all of this are quite simple,” Selby closed. “Players don’t give a damn about what mechanics are, they want to have a good time. 

“It’s very simple. Gamification, tactics, when you really work on them, they can give a player a reason to play today, instead of tomorrow, a reason to play for five extra minutes instead of four extra minutes, you can use that the basic key thing we look at in a game, is one if it’s fun to play. 

“And two, if the game is more fun to play with more people, then you’re gonna do really well. Because games that draw more players, the more players that play them increases your player base exponentially.”

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Responding to Twitch’s statement, released late on September 20, which introduced new rules set to be implemented on October 18, will see the streaming platform issue a ban on content from websites offering slots, roulette or dice games that aren’t licensed in the US or other jurisdictions that “provide sufficient consumer protection”. 

Included in the announcement were specific citations to operators, such as Stake.com, Duelbits.com, Rollbit.com and Roobet.com, as sites that are prohibited. 

Joining CasinoBeats and Scicluna in delving into the streaming platform’s latest rule amendments was Aidan Cliff, Account Manager at Square in the Air, but more importantly, a former streamer on Twitch. 

CasinoBeats: What were your initial reactions to Twitch’s announcement on banning unlicensed slots sites? 

Chris Scicluna: The interest for live streamed gambling entertainment is enormous. As I mentioned on LinkedIn yesterday, streamers have provided so much innovation to our industry, and for me, it will never be enjoyable to see someone’s work abruptly ended by something they can’t control. 

That said, we created Livespins to put the innovation of streaming and all its benefits in the hands of the operator – those that are working diligently to create safe and sustainable play for their customers and who have the tools to do so. 

I think the news shocked a lot of the industry and streamers alike, but in the end, this is a good thing for everyone. If we want our industry to thrive, we must be able to anticipate and innovate responsibly regardless of sentiment in the mass media… and that is just what Livespins is doing.

Aidan Cliff: Twitch and many other platforms, such as Facebook, have begun clamping down on gambling streams in general and introducing additional rules to protect an impressionable audience. 

They now have the spotlight on influencers’ revenue streams, specifically the recommendation of certain casinos which in turn pay a streamer a rev share, CPA or hybrid deal for promotion and the signing up of new customers. 

It has become clear during the rise in prominence of gambling streamers that they have a strong influence over their audience and the promotion of unlicensed casino sites takes advantage of the trust viewers place in them.

I certainly wasn’t surprised by the tightening of rules, but rather by the specifics of it. I think most people can look objectively at certain streamers’ balances and stake sizes and see that it not only represents an illusion of gambling but fundamentally encourages outlandish bet sizes. 

If a streamer already has enough influence to encourage play on an unlicensed slot site it can be presumed that their influence may also encourage unrealistic stake sizes to be wagered. 

I think the naming of specific operators by Twitch in their latest update shows how prominent and synonymous some of these unlicensed casinos have grown on the platform, and how inherently linked they are to supposed ‘fake’ money streams – along with highlighting how questionable some of their marketing practices have been on the platform. 

How do these new rule changes affect yourself and the slot streaming community as a whole? 

CS: There’s been a lot of controversy re: Twitch for a long time now. Besides the inability to KYC or ‘age-gait’ the viewers on Twitch, there has also been debate on transparency of funds and whether the streamer is using his/her own money. As well, some of the streamers such as ItsSliker have spoken up about gambling addiction which is likely one of the final straws that pushed Twitch to make their decision. 

All of these issues, we as an industry understand much more than any mass media and have built tools and practice to mitigate. 

The new rules are positive for Livepsins and the industry overall. Operators have the ability to bring the same streaming entertainment to their own customer base with Livespins. From the very beginning, we have worked relentlessly to deliver pure sustainable entertainment to players all over the globe. 

Our streamers are recruited by us, vetted and trained for months on content and responsible gambling. We ensure moderators 24/7 making sure we are building a healthy community.

I hope the streaming community as a whole agrees with me here. In general, this is a very good thing and will ensure they have a stable career for them in the long term. It will be a shock for many, but for those streamers that are successful, they will soon realise that it’s their content that made them successful and can be made available in environments that also protect the players and create a more sustainable experience.

AC: Working directly with gambling influencers to promote titles from Square in the Air’s clientele is a careful balancing act. Both operators and suppliers obviously want their titles to reach as wide an audience as possible, but equally have to distance themselves from ‘fake’ money streamers and those who promote irresponsible gambling to their audience.

These new rules are going to allow streamers who play by the rules set out by jurisdictions and governing bodies to enjoy a rise in viewers, and allow us to promote our client’s games responsibly while streamers maintain the duty of care expected of their viewership. 

It has been quite frustrating to see engaging, talented and entertaining streamers be outshone by those promoting unlicensed slot sites who seem to have a never-ending balance to play with and can therefore stream around the clock, distributing content that can be harmful. These new changes will elevate streamers who gamble responsibly and this can only be a good thing for the community as a whole.  

What are your thoughts on having an independent regulator to handle gambling content on streaming platforms? Is this a good move going forward? 

CS: It sounds like Pandora’s box. Yes, having one independent regulator sounds simpler but likely not better. Innovation and technology will always be ahead of any kind of regulation so there will always be loopholes to exploit. 

Of course, mass media should and will have their own moderators, guidelines and rules, but they will never be able to keep up with 100+ jurisdictions and the compliance required from regulators when it comes to gambling.

AC: It will take some time for streamers to no longer be tarnished with the same brush as some of those who have damaged the overall perception of gambling influencers. Over the years of working with streamers, and initially being one myself, I have seen an array of independent regulators come and go while streamers themselves have endeavoured to work together to build robust verification processes independently. 

However, these regulators have never been as successful as they perhaps should be. This is in part due to this lack of trust streamers have now placed on them and multiple unanswered questions asked by the community, such as is the independent regulator truly independent? Do streamers have to show their bank balances to prove deposits moving forward? What are the ramifications if somebody fails a test set by an independent regulator? These are just some of the recurring questions I have seen used as a counterargument to this process. 

One thing is clear – our industry is highly innovative – and I suspect that these latest Twitch changes, while on paper, look to limit the promotion of unlicensed slot suppliers, will merely provide a minor additional obstacle for untrustworthy streamers to overcome. 

Last year saw Twitch prohibit the sharing of affiliate links on its platform, with gambling influencers simply sending their audience to a third-party website to display them.

I would be surprised if these changes aren’t circumvented in some way, or if guilty streamers simply move onto the next platform on which they can continue their activity. So perhaps an overarching independent regulator is a necessity but how this works and its credibility will be vital to its implementation and success.

What reaction do you expect in the community overall? 

CS: I expect after the initial buzz of this news, the community will start to think logically about their businesses and what it means for them going forward. We are already starting to see increased interest from providers and operators. 

I anticipate that the community will adapt quickly and realise that we, as the industry, are closest to the customer, and therefore we must be the ones to bring this entertainment to our customers in a responsible and sustainable way.

AC: It feels like it’s been a long time coming and I suspect the positive reception Twitch has received to these changes will encourage other platforms to consider additional changes themselves. The community is, of course, pleased that unlicensed operators will no longer be promoted and untrustworthy streamers that do promote them will be removed from that platform.

If indeed a streamer could afford to play with a million-dollar balance every day on an unlicensed casino, it seems perfectly reasonable for them to now do so on a licensed website and continue to stream and follow these new rules. Unless of course, those funds aren’t genuine.

From the industry’s perspective, this can only be a good thing. Limiting the promotion of unlicensed irresponsible gambling practices will help build the trust audiences and the streaming community have for gambling streamers, and make it easier to promote both supplier and operators’ products and services in a more responsible manner as standard.

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As part of the duo’s agreement, streamers utilising Livespins’ platform will gain access to Endorphina’s full portfolio of online casino and slot games, such as Hell Hot 100, Cyber Wolf, as well as its upcoming launch Dynamite Miner. 

“Our content offering continues to go from strength to strength, driven by partnerships such as this with Endorphina,” stated Michael Pedersen, Chief Commercial Officer at Livespins.

“We go to great lengths to ensure that we provide our streamers with access to the widest range of quality online casino content, and this deal is a testament to our efforts. I am certain our streamers will have great fun playing its slots, and that their audiences will join them for the ride.

“This partnership also gives Endorphina a unique opportunity to market its new titles to players, with our streamers able to unveil its latest slots and talk players through the mechanics, features and gameplay. That Livespins sits within an operator’s casino lobby, also means that they can instantly generate revenues via our bet behind the feature adding even more value.”

Endorphina noted that the studio’s agreement with Livespins is an “important one”, which allows the supplier to “leverage” for slots streaming, with player demand set to rise. 

Jan Urbanec, CEO at Endorphina, added: “Livespins is changing the game and we are delighted to have integrated our slots into its state-of-the-art streaming platform.

“We see slot streaming as the future of online casino, and this partnership allows us to push our games to a much wider audience than before. This is a major deal for us, and we look forward to seeing Livespins’ streamers share the thrills and spills our games provide with their audiences.”

Livespins’ deal with Endorphina sees the streamer platform follow on from its August pace, which saw the company add NetGaming and Fugaso to its catalogue.

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As part of the link-up, Livespins’ streamers will be able to utilise Fugaso’s portfolio of content to broadcast to players, including titles such as Sugar Drop, Magnify Man, Diamond Blitz series and the upcoming utility patented series Running Reels and Running Wins. 

“Fugaso has launched some truly fantastic games in recent months, and I know that our streamers will be chomping at the bit to start spinning the reels on titles such as Sugar Drop and broadcast the action to players,” commented Michael Pedersen, Chief Commercial Officer at Livespins.

“Content is such an integral part of a slot stream, and that is why we continue to join forces with the best developers in the business so that our streamers have access to the games that players want to watch being played and also bet behind.

“I’d like to welcome Fugaso to the Livespins family and look forward to watching our streamers fire up the reels on its blockbuster slots.”

Livespins’ platform allows players to not only watch streams but get directly involved in the action. This is achieved through a bet behind feature that sees players back their favourite streamers in real-time.

Robert Metzger, Business Development Director at Fugaso, added: “Livespins is a pioneer in the slot streaming space, and we are thrilled to have joined its revolution at such an early stage. Our games are perfect for streamers, delivering plenty of action with each spin to keep them and their audiences engaged at all times.

“This partnership will also allow us to get our games in front of an entirely new audience of online casino players and showcase the engaging and entertaining experience they provide.”

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Under the terms of the deal, Livespins streamers will gain access to Platipus’ studio titles for their broadcasts and enable them to stream titles such as Wild Spin, Joker Chase and 7 Hot Fruits. 

“We are thrilled to have joined forces with Livespins and for its streamers to be able to play our games and broadcast the action to their audiences,” noted Vladyslav Garanko, CMO at Platipus Gaming. 

“Streaming is absolutely the future of online casino and this partnership enables us to leverage its huge potential.”

Livespins, which is already live with operator CasinoFriday.com, allows players to watch the slot stream and also get directly involved by betting behind the action in real-time. This creates a group bet and a shared experience but with each player choosing their bet value and number of spins.

Michael Pedersen, CCO at Livespins, added: “Platipus Gaming has earned a reputation for developing slots that stand out in game lobbies thanks to their striking design and big sound. Gameplay is also next level, with its slots packed full of features and bonuses.

“It is these qualities that make its slots perfect for streamers looking to excite and entertain their audiences with each spin. That we enable players to bet behind the action takes this a step further, and I look forward to our streamers and players enjoying this unique combination.”

This agreement is the second of its kind in the space of two days as it follows on from Livespins’ recent link-up with Booming Games.

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