Asia-facing online gambling operators are now very much multi-vertical. They offer players everything from slots to table games, live dealer to poker, via bingo, lottery and sports betting.
Being all things to all people helps reduce churn; it makes operators a one-stop-shop for players looking for a varied and diverse gambling experience and means their customers don’t migrate to a rival site simply because they offer keno and you don’t.
But operators continue to struggle to successfully cross-sell players between verticals and the different products they offer. Their bloated offerings may have made players stickier, but to the point where they are stuck playing the same games.
There are several factors for this. Players know the games they like and are happy spending their money on spinning the reels or playing blackjack. What’s more, in the past, different games have offered very different experiences.
That is starting to change, however, with new poker formats embracing the speed and vibrancy of slots, and lottery looking to sports betting, particularly on mobile, to make it more appealing to younger players.
It means the lines between the different verticals are being blurred, and players may find new versions of games and products tap into their psyche in ways they might not have done previously.
At Flow Gaming, we believe mini-games are the perfect way to introduce players to different verticals and products. Mini-games are streamlined versions of popular slots and table games, offering a taster of what they have to offer.
They are optimised for mobile, and can be played quickly while customers are commuting to work, cooking dinner or sat on the lavatory. They are easy to access, and can take under a minute to complete.
Mini-games sit at the top or side of a website page, with players spinning the reels in a matter of clicks. Having played the mini-games, customers often then progress to the full version of the slot or table game.
Take a sportsbook-focused operator, for example. Our data shows that by integrating mini-games on their sports betting homepage, casino revenues can be increased between 15-20%.
That is a substantial uptick in revenue, and with very little effort on behalf of the operator. These games do not need to be fed significant marketing dollars as they are clearly visible at the top or the side of the betting page.
It’s not just sportsbook operators that can benefit from mini-games. Lottery operators have expanded their product offering to include instant-wins and scratch cards, and mini-games complement these nicely.
It’s about making players aware of the other products available to them, and to encourage them to try something new. It’s a little like the taste stations that pop-up in supermarkets from time to time, allowing shoppers to sample new products.
Mini-games may be stripped down versions of popular online slots titles, but they can have a significant impact on revenues. They hold the key to cross-sell, and unlocking the true potential of the vast portfolios operators now offer their players.