Posted in Industry June 15, 2017
Mobile Devices Now the Go-To Platforms for Social Casino Entertainment
Last April, International Game Technology (IGT) announced the sale of its social casino subsidiary, Double Down Interactive LLC for $825 million. The motivation behind the sale was to address the company’s debt problems and reposition IGT’s core business. The sale is set to be completed by the end of the second quarter of 2017 and the amount reflects the brand’s value, which is 10 times greater than the company’s 2016 annual earnings before various expenses. IGT is not the only company making such moves, as Caesars Entertainment Corporation also sold Playtika Ltd to a Chinese investor for $4.4 billion.
While the sale may seem like a setback for IGT, current market trends suggest that the company made a wise decision. Recent surveys and market studies indicate that social casino players are now gravitating towards single-genre apps rather than apps that offer a variety of games. Double Down offers players access to multiple games, including video poker, bingo, blackjack, and slots. However, Super Data research shows that the usage of this app is declining, with many players now preferring single-game apps on their mobile phones.
Mobile Phone Usage Increasing for Social Gaming
Traditionally, casino games and other forms of social entertainment were primarily played on desktops. However, recent trends show a significant shift towards mobile devices. According to Super Data, the percentage of players using desktops for gaming has dropped to 49 percent, while mobile usage has increased to 85 percent. Only 6 percent of players strictly use desktops for gaming in 2016, down from 15 percent in the past.
This shift towards mobile gaming does not mean that desktop casino entertainment is obsolete. Multi-genre apps like Double Down are still popular on desktops due to their immersive and entertaining experiences on larger screens. Additionally, research suggests that players who explore social games on desktops tend to be more profitable and engaged. On average, desktop players spend 69 minutes per session playing casino games and approximately $80 monthly. In contrast, mobile players spend 57 minutes and $40 monthly. Mobile players also tend to get bored more quickly, often switching to new games. Fortunately, there are over 200 games available on Casino.Dev to keep players entertained.
Improving Mobile Casino Apps Benefit Players
New technologies have contributed to the growth of mobile casino entertainment. Mobile phones are now more powerful and equipped with advanced features, allowing them to host a wide range of games with premium sound effects and graphics. High-end smartphones offer larger screens, better pixels, and improved sound, enhancing the overall entertainment value.
Implications for Casino Operators and Publishers
These trends highlight the importance for operators and publishers to prioritize mobile strategies. With 85 percent of social casino players exploring games on their mobile phones, a strong mobile strategy is critical. While there is a slight shift in demographics, with the average age of mobile casino players increasing from 36 to 39, it is important to focus on the popularity of mobile devices when developing new casino game titles.
Furthermore, video slot players have the highest average lifetime value (LTV) at $324, surpassing the LTV of casino-inspired games on tablets and desktops. However, smartphone users are predominantly focused on slots, as these games provide instant casino entertainment. These developments, from technological advancements to innovations by publishers, create an exciting gaming environment for players. Casino games can now be enjoyed on both desktops and mobile phones, and players can expect more compelling and entertaining titles as competition among publishers and operators increases.
Don’t forget to check out our previous post on How Social Casino Gaming is Redefining the Casino Experience. Happy reading!