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LAC 2010 - Keynote Presentation: Innovation in Gaming


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In this light hearted look at the gaming industry, Jez will take a peek at the existing online gaming offerings and comment on their attempts to innovate, and will also demonstrate some examples of what PKR has been doing recently. Jez will give his views on why gaming companies should strive to improve the end-user experience and how that can improve their sales.

Speaker: Jez San OBE, PKR

Published in: Technology
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LAC 2010 - Keynote Presentation: Innovation in Gaming

  1. 1. Jez San OBE Founder: Email: [email_address]
  2. 2. Where did i come from?
  3. 3. What is PKR? <ul><li>Some of you may be unfamiliar with PKR </li></ul><ul><ul><li>So here’s two ads we ran last year to give you a flavour </li></ul></ul>
  4. 4. And one more...
  5. 5. Show of hands.. <ul><li>Who is in the room? </li></ul><ul><ul><ul><li>Are you Affiliates, Operators, Lawyers, Marketeers? </li></ul></ul></ul><ul><li>Why do we think people want to play on our gaming sites? </li></ul><ul><ul><ul><li>To Make Money ? </li></ul></ul></ul><ul><ul><ul><li>Cos its fun? </li></ul></ul></ul>
  6. 6. What im going to cover <ul><li>Focus: mostly online poker as its my background </li></ul><ul><li>A bit of history and some parallels of computer games versus online gaming </li></ul><ul><li>Big Disclaimer </li></ul><ul><ul><li>My opinions are not those of my company </li></ul></ul><ul><ul><li>Heck, they’re not always even my views </li></ul></ul><ul><ul><ul><li>I’m extremely opinionated - sorry ! </li></ul></ul></ul>
  7. 7. Brief history of computer games <ul><li>In the 1980’s </li></ul><ul><ul><li>Graphics were basic </li></ul></ul><ul><ul><li>mostly 2d </li></ul></ul><ul><ul><li>By the 90’s </li></ul></ul><ul><ul><li>3d was everywhere. </li></ul></ul>
  8. 8. Grand Theft Auto (GTA) in 2d & 3d
  9. 9. Football in 2d & 3d
  10. 10. Prince of Persia 2d & 3d
  11. 11. online poker – then and now <ul><li>PartyPoker 2001 and more recently </li></ul>
  12. 12. Online poker <ul><li>PokerStars 2001 and now </li></ul>
  13. 13. Macro Trends <ul><li>Internet take-up increases... </li></ul><ul><li>Moore’s Law... </li></ul><ul><ul><li>Each 18 months </li></ul></ul><ul><ul><li>CPU’s double in speed </li></ul></ul><ul><ul><li>Cost of computers more affordable </li></ul></ul><ul><li>bandwidth steadily rises... </li></ul><ul><li>Kids become adults (duh!) </li></ul><ul><ul><li>This is KEY! What do you think they want to play when they grow up? </li></ul></ul>
  14. 14. Web trends.. <ul><li>Social Networking </li></ul><ul><ul><li>Facebook, myspace, twitter </li></ul></ul><ul><li>Communities </li></ul><ul><li>Pictures & Video </li></ul><ul><ul><li>YouTube, Flickr </li></ul></ul><ul><li>Customisation, Personalisation etc. </li></ul>
  15. 15. Some myths worth shattering <ul><li>What is Download versus No Download? </li></ul><ul><ul><li>Do people care how long it takes to play? </li></ul></ul><ul><ul><li>Is Poker/Gaming an impulse buy? </li></ul></ul><ul><ul><li>Most Poker sites don’t have forums </li></ul></ul><ul><ul><ul><li>Afraid of what their users might say </li></ul></ul></ul>
  16. 16. Technology <ul><li>two parts – Client and Server software </li></ul><ul><ul><li>To date, most innovation has been done on server side </li></ul></ul><ul><ul><li>Almost no client-side </li></ul></ul>
  17. 17. What are poker companies doing different now than 5 yrs ago? <ul><li>Very little innovation </li></ul><ul><li>“ If it aint broke don’t fix it” </li></ul><ul><li>Our users don’t want anything new </li></ul><ul><li>Our users won’t download big files </li></ul>
  18. 18. The trends of gaming companies... <ul><li>Small and light downloads – frill free </li></ul><ul><li>Try and get them to download the game at any cost. </li></ul><ul><li>Use “no download” versions to catch passers by </li></ul><ul><ul><li>even if they don’t want to download the game. </li></ul></ul>
  19. 19. When are players... <ul><li>...going to get more savvy about what site they play on? </li></ul><ul><ul><li>People still play on sites that have screwed them </li></ul></ul><ul><ul><li>Why cant they tell good sites from bad? </li></ul></ul><ul><li>Jurisdictions.. The stricter the better </li></ul>
  20. 20. notable innovations of the industry... <ul><li>Community & Forums </li></ul><ul><ul><li>Its good to engage your customers and let them talk to each other. </li></ul></ul><ul><ul><li>Lawyers try and scare you into not offering forums </li></ul></ul><ul><ul><ul><li>They tell you youre responsible for the content so best not to have it </li></ul></ul></ul><ul><li>Foster Chat inside the games... </li></ul><ul><ul><li>people like to be social. Thats why they play with their friends </li></ul></ul><ul><li>Google allowing advertising in uk.. and Deposit methods.. eg: Paypal </li></ul>
  21. 21. Ultimately, what do we want...? <ul><li>Honesty and Trust! </li></ul><ul><ul><li>How can the industry achieve it...? </li></ul></ul><ul><ul><li>When will customers believe it? </li></ul></ul>
  22. 22. <ul><li>Auto Top Up – Microgaming and others </li></ul><ul><li>Run It Twice – FullTilt </li></ul><ul><ul><li>Reduces variance and helps stop people busting out </li></ul></ul><ul><ul><ul><li>Probably helps site rake more by keeping players alive and playing longer </li></ul></ul></ul><ul><li>Buddy Lists – find your friends.. </li></ul><ul><ul><li>“ Fish Finder” </li></ul></ul>
  23. 23. Bad Innovations <ul><li>I dont like data mining and analysis tools </li></ul><ul><ul><li>Makes players less human and more like computers </li></ul></ul><ul><li>I would love it if all sites banned tools like HoldEm Manager etc </li></ul><ul><ul><li>Or prevented downloading of hand histories etc </li></ul></ul>
  24. 24. Party Poker <ul><li>Hot Hands </li></ul><ul><ul><li>Lets you setup alerts of what hands you want to be notified about </li></ul></ul><ul><ul><li>Warns you if you’re busy to look at the right window </li></ul></ul><ul><ul><li>Helps make multi-tabling more manageable </li></ul></ul><ul><ul><li>I guess the next step is Auto Play.. </li></ul></ul><ul><ul><ul><li>Give it a set of rules of how to play your basic hands for you. </li></ul></ul></ul><ul><ul><ul><ul><li>Eg: Fold Rags, and Pssst for Aces etc. </li></ul></ul></ul></ul>
  25. 25. Full Tilt Poker <ul><li>Rush Poker ! </li></ul><ul><li>Very interesting and popular new poker variant </li></ul><ul><li>All ACTION game... </li></ul><ul><li>Every time you fold you have a new table </li></ul><ul><li>Requires different poker strategy as players can wait for aces </li></ul>
  26. 26. Avatars <ul><li>Lets look at a few different Avatars and see some interpretations </li></ul>
  27. 27. Full Tilt Poker <ul><li>Fixed set of basic cartoon avatars. </li></ul><ul><li>No expression. No socialisation. No customisation. </li></ul>
  28. 28. Partypoker & Pokerstars <ul><ul><ul><li>Allows user customised upload of little picture. </li></ul></ul></ul><ul><ul><ul><li>A bit of expression, but no emotion or reaction. </li></ul></ul></ul><ul><ul><ul><li>Great for personalisation but not much else. </li></ul></ul></ul>
  29. 29. PKR’s Avatars... <ul><li>Allows full customisation of their look.. </li></ul><ul><ul><li>The hair, makeup, clothes, jewellry, hats etc </li></ul></ul><ul><li>Allows full interaction and expression of actions and moods </li></ul><ul><li>Most importantly, Allows a bit of body language and a few Tells </li></ul>
  30. 30. PKR’s Avatars...
  31. 31. PKR’s Avatars...
  32. 33. The Pros and Cons of white labelling <ul><ul><li>Allows brand owners to monetise customers and offer new games </li></ul></ul><ul><ul><li>Allows companies with no tech skills to offer gaming solutions </li></ul></ul><ul><ul><li>Low cost and tech barrier to entry </li></ul></ul><ul><ul><ul><li>becomes mostly a marketing exercise. </li></ul></ul></ul>
  33. 34. Cons of white labelling & licensing strategy. <ul><ul><li>Encourages samey-ness </li></ul></ul><ul><ul><ul><li>Every poker room looks identical with a different name. </li></ul></ul></ul><ul><li>(No differentiation makes marketing much more expensive) </li></ul><ul><li>Fraud tracking becomes harder because its harder to follow the money </li></ul><ul><ul><ul><ul><li>Deposit on skin a, withdraw on skin b for perfect laundering </li></ul></ul></ul></ul><ul><ul><li>Discourages changes of platform & locks in the skin for the long term </li></ul></ul><ul><ul><ul><ul><ul><li>Any time the skin wants to transition they lose players. </li></ul></ul></ul></ul></ul>
  34. 35. What PKR is doing <ul><li>We ‘did’ Poker the way we thought it should be... </li></ul><ul><ul><li>The way you play it at home or in a card room! </li></ul></ul><ul><li>And now we just started doing 3d casino games </li></ul><ul><ul><li>Like Multi-player 3d BlackJack </li></ul></ul><ul><ul><ul><li>The way you play it in the casino with your pals </li></ul></ul></ul><ul><ul><li>Here’s a demo of our latest 3d Roulette game on next slide </li></ul></ul>
  35. 36. PKR 3d Roulette...
  36. 37. Q&A