Over the years, the video games industry has boomed into a multi-billion dollar business. As a result, the process of creating a game has become far more scientific, as companies incorporate the experience and know-how of neuroscientists, marketing experts and even psychologists to maximise the chances of the games being a hit with players.
The video gaming industry began with people who were just devoted to an idea and had the love for a single concept which they managed to turn into a game. There are several examples of this, like the couple behind Sierra Entertainment, who created the King’s Quest series; and the ex-Microsoft guru, Gabe Newell, who turned his hobby into a reality with the Half Life game. In reality, it was these type of dreamers who experimented and fiddled with ideas to produce the gaming genres that we all know now, like city builders, role playing, real time strategy and adventure.
However, in the last decade, the industry has changed dramatically with the advances in technology and an ever growing new audience. There has been a huge increase in casual gaming via mobile platforms, which has facilitated the birth of companies like Zynga and Kabam dominating the gaming space. These brands have come a long way since the days of Gabe Newell, as they are now made up of development teams, marketing experts, public relations personnel and the like. Now, everyone in the world is familiar with game titles like Call of Duty, Halo and Assassin’s Creed.
Furthermore, gaming companies have embraced the concept of Free To Play (FTP). In the past, video games commercial models were all based on players paying a fee to gain access to the actual game. This has changed, with FTP proving to be more profitable as there are no player restrictions; with revenues being realised via the purchasing of in-gaming content, like trophies, virtual goods or visual enhancements.
The gaming industry has also learnt from other successful businesses, like the casino industry. Video game firms now employ similar methods that established online casino brands like mFortune use to attract and retain players. As a result, there has been an inevitable growing assimilation between video and casino games. The first aspect that stands out is the utilisation of an alternative currency. Players’ use of casino and poker chips, gems, cards, pearls, points and the like; make it easier for new audiences to get involved and develop a liking for the games.
Another growing similarity, is the incorporation of skilled-based features in games. Millennials are very much familiar with this type of gaming and both video and casino games recognise the attraction of this aspect of gaming. It allows players to have more control over game play and rewards; which ultimately leads to enhanced playing times and player interaction. This also lends to the community aspect of gaming and provides yet another opportunity to broaden the general marketing strategy, as well as target audiences.
There is no doubt that this growing trend of assimilation between video and casino games will lead to great benefits for all those involved, as time goes on. Both industries are highly competitive, embrace technology and have a vested interest in evolving with their current player base together with discovering new audiences worldwide.
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