Broad distribution and amazing games do not guarantee results. Or, at least, they do not guarantee fulfillment versus similar distribution with similar games.
This is where great account management can make all the change.
Take a look at these operator sites, for example, where the number of studio, games and game ranking are very contrasting.
All other things equal, studios that have a big share of total games on the main casino page will have a big share of user spend.
Furthermore, those games which feature high on the page itself will engage more volume than those interred near the bottom.
Note that low rankings are superior, as they produce games that are greater up on the operator’s page – related to the competition for eye level locations in supermarkets.
Clearly, there is a range of aspects behind the game shares and game ranking on operators sites but with accurate filtering of the data by operator, by page type, by game type etc., it is feasible to figure out the impact of each.
For any site, the inherent to be included in such ‘featured’ or ‘new’ categories is key.
Some studios can influence a category and others, such as NetEnt, Playtech or microgaming, even dominate to have a category or ‘tab’ of their own on some igaming operators.
Across all operators a small number of studios always attain good rankings by excellence of having their own sister operator arms.
Outside of this group, there are others which seem to surpass their flatmate including Slingo Originals, Saucify, WorldMatch, Endorphina, Quickspin, Yggdrasil and Eyecon.
Although long and painful, assimilating your games correlated with an operator is just the outset of the process.
Thenceforth, vast account management can make all the variation to the percentage of your games that are recorded on a site and their eminence across all subcategories and pages.
Some operators let the games establish into their ‘true position’, based on either turnover, active sessions or net/gross revenues.
On these sites the enforcement of your games will be more densely determined by game feature and game quality.
Good launch enforcement will lead to greater eminence on site which in turn leads to higher gameplay and thus larger durability of revenues.
Good account managers make it clear for operators to advertise their games, affording them with a collection of game belongings such as banners, promotional videos, staffs, copy and features.
They have amplified knowledge of the studio’s broader B2C advertising, which helps to build the pull demand amongst end users.
They are equipped with stats, which show how shared performance, such as leaderboards or jackpots, impact on game functionality and customer retention.
Essentially, they are motivated or targeted by functionality and satisfying their effort on game ‘exposure’ or share of voice can work especially well.
A variation in operator NGR can be associated with a whole factor or hosts, such as the speed of game design, studio game output and the operator’s own bonus planning or VIP volatility.