Key Insights
Quick Answer
Casino operators select new titles based on player demand, game quality, developer relationships, and how well the game aligns with the operator’s overall brand and offerings.
Best Way To Get Better Results
To ensure you're playing the most popular and engaging games, focus on games from reputable developers and those that have been featured on the casino’s homepage or in promotions.
Biggest Advantage
You’ll gain an understanding of what factors influence the games that get featured, helping you make more informed choices when exploring new releases.
Common Mistake
Assuming that all new games are equally likely to be featured. Operators carefully choose games based on multiple criteria, so not every game is given the same level of visibility.
Pro Tip
If you see a new title featured prominently on a casino’s homepage or in promotions, it’s likely one that has met the operator’s criteria for engaging and popular content.
How Casino Operators Choose New Titles
Selecting which new games to feature is an intricate process that involves several key factors. Here are the primary considerations:
1) Player Demand
The most important factor for any casino operator is player demand. Operators analyze data to determine which types of games their players enjoy most, and then they prioritize adding games that match these preferences. Common factors in demand include:
- Game type: Whether players are more interested in slots, table games, or live dealer options.
- Popular themes: For example, games with ancient mythology, adventure, or holidays often attract more players based on cultural trends.
- Game mechanics: Player feedback on popular mechanics, like megaways, cascading reels, or progressive jackpots, can influence the choice of new titles to feature.
Operators use player data to track these trends, ensuring that the games they feature have a built-in audience.
2) Game Quality and Performance
Before a new game is selected, it’s essential that it meets the operator’s quality standards. This includes both technical performance and user experience:
- Gameplay smoothness: If a game is slow to load or has performance issues, it’s less likely to be featured.
- Graphics and audio: The game must have high-quality visuals and sound that align with modern gaming expectations.
- Bonus features and mechanics: The game should have engaging bonus rounds, innovative features, or new mechanics that attract players and offer an exciting experience.
Games that perform well technically are more likely to be featured because they ensure players have a smooth, enjoyable experience.
3) Developer Reputation and Relationships
Casino operators tend to have strong relationships with certain developers. Games from well-known, reputable developers are more likely to be featured, especially if those developers have a history of producing successful, high-quality titles. Factors that come into play here include:
- Developer history: Developers with a proven track record of creating popular and high-quality games are often prioritized.
- Exclusive partnerships: Some operators may have exclusive agreements with developers, meaning the casino features games from these developers before they’re available elsewhere.
- Content availability: If a developer can provide a steady stream of new titles, operators may feature their games more frequently.
Exclusive or early access releases from top developers can give games more visibility and a higher chance of being featured.
4) Marketability and Branding
Game developers often work closely with casino operators to ensure that new titles fit the operator’s brand and marketing strategies. This involves considering how well the game can be marketed to the operator’s target audience. Here are some marketing-related factors:
- Promotional opportunities: Operators often feature games that have strong promotional potential, whether through bonus offers, tournaments, or special events.
- Seasonal appeal: Games with holiday themes or current trending themes (e.g., a Halloween-themed game in October) are more likely to be featured during the appropriate time of year.
- Cross-promotions: Operators might feature games that complement their existing catalog, helping to cross-promote games that share similar themes, mechanics, or RTP ranges.
If a game is easily marketable and aligns with the casino’s brand identity, it has a higher chance of being featured.
5) RTP and Volatility
The Return to Player (RTP) rate and volatility of a game can significantly affect whether it gets featured. Players are more likely to play games with higher RTP percentages, and games with lower volatility can attract players looking for a steadier experience. Here’s how it works:
- High RTP games: Operators are often drawn to games with competitive RTPs, as these tend to attract more players.
- Balanced volatility: Games with balanced volatility (not too high and not too low) are often preferred, as they offer an engaging experience without scaring away players with either too many dry spells or too many losses.
Games with a good balance of RTP and volatility are more likely to be featured as they provide an enjoyable experience for a broad range of players.
6) Innovative Features and New Mechanics
As the casino industry evolves, players expect innovation in their games. Operators often feature games with new mechanics or innovative features that haven’t been seen before. These could include:
- Unique bonus rounds: Games that offer novel or interactive bonus rounds tend to stand out.
- New win mechanics: Megaways, cascading reels, and dynamic multipliers are often attractive features for operators to highlight.
- Social elements: Multiplayer features, live dealer interactions, or games with social sharing elements are becoming more popular and are often prioritized.
Games with innovative features tend to attract attention, so operators are more likely to showcase them to their players.
How New Games Are Tested Before Being Featured
Before a new game is featured, it undergoes rigorous testing to ensure that it meets the casino’s standards. This includes:
- Technical testing: Ensuring that the game performs smoothly across all devices, including desktop and mobile.
- User experience testing: Checking how intuitive and engaging the game is. If players don’t enjoy it, it’s less likely to be featured.
- Compliance checks: Ensuring that the game meets all regulatory standards in various jurisdictions where the casino operates.
Once the game passes these tests, it can be added to the operator’s offerings and marketed to players.
A Simple Example With Numbers
Let’s compare two games:
Game A (New Release):
- Bet range: $0.10 to $10
- RTP: 96%
- Volatility: Medium
- Theme: Ancient Egypt
- Features: Expanding wilds, free spins
- Developer: Top-tier, exclusive partnership with the operator
Game B (New Release):
- Bet range: $1 to $50
- RTP: 94%
- Volatility: High
- Theme: Pirate treasure hunt
- Features: Progressive jackpot, random bonus triggers
- Developer: Emerging developer, limited portfolio
While Game A offers a more balanced RTP and is from a well-known developer, Game B offers higher stakes and the potential for massive rewards. Despite Game B’s higher volatility and lower RTP, it might still be featured due to its progressive jackpot and the marketing potential of its pirate theme.
Common Traps To Watch For
Common Traps To Watch For
Trap one
Choosing games based on promotions alone. While promotions are a good indicator of a game’s popularity, always consider the game’s RTP, volatility, and features.
Trap two
Overlooking the developer’s reputation. New games from emerging developers may have exciting features, but well-known developers tend to deliver more polished and reliable games.
Trap three
Focusing too much on big jackpots. While jackpots are exciting, make sure the game offers a well-balanced experience with good RTP and enjoyable gameplay.
Quick Checklist
Step 1: Check the RTP and volatility before committing to a new game.
Step 2: Look for games with innovative features that align with your playstyle.
Step 3: Consider the developer’s reputation when evaluating a new title.
Step 4: Stay informed about promotions and featured games, but always choose based on gameplay quality.
Step 5: Test the game with smaller bets before diving into larger wagers.
FAQs About Game Selection for Operators
How Do Casino Operators Choose Which Games to Feature?
Casino operators consider player demand, game quality, developer relationships, marketability, and payout mechanics when selecting which new games to feature.
Are Featured Games More Likely to Be Profitable?
Not necessarily. Featured games are chosen for their engagement potential and alignment with player preferences, but it’s important to assess RTP and volatility to determine profitability.
Can I Influence Which Games Get Featured?
As a player, your feedback and engagement can influence which games operators continue to feature. Playing games that interest you and giving feedback can help developers refine their titles.
Do Operators Feature New Games With High Volatility?
It depends on the operator’s audience. High volatility games are often marketed to high-roller players, while games with moderate or low volatility may be targeted at casual players.
How Do I Know If a Game Will Be Featured?
Look for games promoted on the casino’s homepage, in exclusive promotions, or in new releases sections. These are the games that are likely to be featured prominently.
Where To Go Next
Now that you understand how casino operators select which new games to feature, the next step is learning about how AI is used to enhance game features, balance mechanics, and provide personalized experiences for players.
Next Article: How Developers Use AI to Create New Casino Games (Article #14)
Next Steps
If you want to start with the basics, read The Complete Guide to New Casino Games (Article #0).
If you want to go one step deeper, read How New Slot Mechanics Are Invented (Article #6).
If your goal is to understand volatility, use Why Some New Casino Games Target High Volatility Players (Article #20).
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