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IGNITE EIG 2013 OVERVIEW - Engaging New Battles in Online Gaming


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EIG 2013, the latest pan European conference did a great job in gathering in one place all leader players of the gaming industry. It is an excellent place to catch up with current trends in the gaming (well, gambling) industry and learn about the challenges of tomorrow. As the owner of a software development company that specializes in the gaming vertical, I’ve witnessed how my company, Ignite, turned into a genuine seismograph of the industry: I had 25 meetings in two days with all the main software vendors, integrators and operators. This presentation provides a market trend overview in the online gaming industry.

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IGNITE EIG 2013 OVERVIEW - Engaging New Battles in Online Gaming

  1. 1. EIG 2013 – Engaging new battles in Online Gaming Market Trends Overview Aviram Eisenberg, Founder & CEO, Ignite November 2013
  2. 2. EiG 2013 Europe’s exclusive iGaming hub. Bringing together annually the top 1500+ iGaming executives and high level professionals for 44 Congress hours of discussions, networking and business. excellent place to catchup with current trends in the online gaming (gambling) industry EiG keynote speakers: o Andreas Weigend (Former Chief Scientist at, Founder of Social Data Lab, Stanford University) o Geoff Freeman (President & CEO of American Gaming Association) o Simon Moores (Managing Director Zentelligence) o Giles Thomas (Founder and Partner MIMO Brands Former European Marketing Director SEGA & Former Marketing Director, MTV Networks Europe) o Isadore Hall (Assembly member California State Assembly) 2
  3. 3. Trends in Online Gaming - some figures Average gaming age is 40 years old 42% play daily, 32% play 2-3x per week, 26% play 1x per week or less Most users spend $8 – 15 per month on online gaming 69% of gamers play on the couch, 63% play while on transport Main factor influencing increased game play are more free games available + better phone memory + graphics As part of global trend, the online Gaming/Gambling as a fast growing industry which become extremely competitive, one thing is clear 3
  4. 4. Trends in Online Gaming- The race for Mobile content All Games go Mobile- Mobile Casinos, Mobile Lotteries, Mobile Betting Free-to-play - social or mobile application free of charge, monetization become later Social casino- engaging customers in social networks Mobile gambling grows in 150% in 12 months According to the forecast, Mobile Gambling Market will be worth $100 billion by 2017 19% Growth Rate of Mobile Gambling will be fuelled by US Intrastate gambling, In-Play Betting 4G Network Coverage and HTML5 Games The UK dominates the Gambling Market; In 2013 , 51% of Paddy Power’s revenues were generated by mobile traffic. Source : 4
  5. 5. Mobile Technologies – the Challenge ALL SOFTWARE VENDORS ARE NOT CERTAIN WHICH TECHNOLOGY TO CHOOSE Platform strategy becomes a critical decision! 5
  6. 6. HTML 5 The new standard for HTML. The previous version of HTML, HTML 4.01, came in 1999. The web has changed a lot since then. For the last couple of years, HTML5 was the main technology selection of the software vendors to create mobile games 80% of the largest 2,000 websites globally had an HTML5 site 79% of mobile developers will integrate HTML5 in their apps Roughly 74% of the online video market now supports HTML5** Sources: * ** 6
  7. 7. HTML 5 (pros and cons) 1. Mutuality - The main technology selection of the 1. Cross platform in theory - in reality each browser vendor supports HTML5 a bit differently. Once you write a HTML5 based 2. Supported by all major browser providers game, you need to invest 20% of the for the various platforms development effort to adapt it to another browser! 3. Cross platform support- saves 2. labor-intensive technology if you want to development time, enables single coding get impressive results from user and multiple deployments for any platform. experience perspective 4. Accessibility - Doesn’t require application download by the user 3. HTML5 lacks the monetization capabilities Apple and Google app stores provide. 7
  8. 8. Adobe AIR The sister runtime to Adobe Flash Player, enables the delivery of standalone applications that run outside the browser and without requiring a web connection Adobe is gambling on the gaming and gambling verticals as a main grown engine. Adobe AIR allows the developers community to enjoy all the capabilities of Flash and then convert the game into a native application that can run on both iOS and Android. * 8
  9. 9. Adobe AIR (cont) 1. Rich UX - Adobe AIR allows the developers’ community to enjoy all the capabilities of Flash and then convert the game into a native application that can run on both iOS and Android. 1. Slightly longer development time 2. Extensibility: Give developers the ability to call into their native, platform-specific code using AIR native extensions. Free sets of native libraries are available through the Adobe Game Developer Tools to further empower developers 3. HD-quality video: Play high-quality HD video with industry-standard codecs such as H.264, AAC, and MP3. 3. Requires an internet connection to run the game 2. Dependencies in Google market and App store approval- native app must be downloaded from the main marketplaces, in gambling sector could be a challenge 4. Unclear future- Adobe declares that it will continue supporting Adobe AIR, but also keeps investing in HTML5 alternatives s(i.e. Nitobi acquisition). Not clear if it would have the same destiny as Flash. 9
  10. 10. Unity 3D Unity is a game development ecosystem; a powerful rendering engine fully integrated with a complete set of intuitive tools and rapid workflows to create interactive 3D and 2D content Enables easy multiplatform publishing; thousands of quality, ready-made assets in the Asset Store and a knowledge-sharing community 3D graphics development platforms are quickly improving the quality of graphics. Unity 3D is becoming a de-facto standard in the free-to-play gaming vertical. * 10
  11. 11. Unity 3D (pros and cons) 1. Real cross platform capabilities 2. Easy Development 1. High memory consumer, poor performance in mobile devices 3. Images can be displayed in a ‘pixelperfect’ way 2. Using the physics engine is not possible without a workaround 4. Rich user experience that generate the WOW effect 3. Additional code is required to support different screen resolutions 5. Unity has their own upcoming webplugin to maintain and they are moving into 2D games 11
  12. 12. Summary Remains the main technology for creating mobile games, as it is supported by all major browsers and APIs. Require complex development for high quality UX results. an evolved version of Flash, which enables the delivery of standalone applications that run outside the browser, without connection to the internet packed with a set of intuitive tools for the developers, represents a real crossplatform functionality that enables WoW effect, and can be the future of online gambling industry 12
  13. 13. Where to Put your Chips? There is no easy choice these days. If I take a look at our mobile gaming development department, then HTML 5 comes first (the majority of the developers), then Unity3D then Adobe AIR and finally plain native iOS and Android development. Aviram Eisenberg 13
  14. 14. Contact us +972-72-211-6601 14