Player Experience: the new way to differentiate yourself!
It really doesn’t matter to which operator in online gaming you play with today. Gaming portals are very similar when it comes to everything from available games, user flows to registration and deposits. Bingo clients almost look identical from one provider to another. Why is that? Are software providers afraid to differentiate themselves by innovation?
I think that winners in the industry the next couple of years will be operators and software providers that put a lot of focus on the player experience. This is because you can have a really good portal with many games and features but it won’t be successful if you don’t have any players!
Players are the ones that will earn you money. So to be able to reach your business goals you need to find out what your players want and build products and solutions around that!
And don’t be afraid to involve your players in an early stage in your development process!
/Staffan
Is there really room in online gaming for UX? In terms of the way most of the big players are set up, if they even have a UX team, it's usually small and/or completely unable to effect change. In terms of poker/casino clients (and also websites), if the ultimate solution is where technical restraints/business objectives/customer needs overlap, I think customer needs get squeezed out of the picture first every single time.
Hi Cory-Ann.
I do absolutely believe that there is room for UX in the igaming industry. Many gaming companies haven't been paying much attention to UX because they have been making lots of money without having to look at user needs.
But I know that many of the big players have UX teams and are starting to give them the mandate to make a change. It will be inevitable in the end. The ones with the best player experience will be the ones making the most money. Just look at Full Tilt and their Rush Poker. It is a completely new game that many players will try and enjoy playing. It will be interesting to talk to the industry next week in London at ICEi.
/Staffan
Oh forgot! My "mission" with my blog is to make the industry understand the importance of user experience :)
[...] The very knowledgeable Staffan from UXiGaming recently posted an appeal to online gambling operators to consider player experience as the way to develop a … [...]
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