Interview: CEO James Marshall speaks with CasinoBeats on his thoughts on entertainment for players

Entertainment has always been the be-all and end-all in any casino product with the modern player already accustomed to endless thrills through various forms of media. The industry is consistently looking for ways to innovate and enhance its products and entertainment is no different. 

Our CEO, James Marshall, participated in CasinoBeats 'Future of Entertainment' mini-series, and discussed the evolution of entertainment in the casino sector and player preferences. 

How would you define the nature of ‘entertainment’ at this point in the casino industry – what’s changed in terms of what players are looking for?

The slots market in Europe, and no doubt the US, are ones we can consider mature. This is especially the case in Europe, where player demand is higher than it has ever been. 

Tied in with that, we all know today’s players are more accustomed to complex user experience, understanding new mechanics and grasping new gameplay more effortlessly than ever before. 

Players want instant entertainment, looking for quick and instant fun, and it’s very interesting that we see this for all types of entertainment right now. 

Just like TikTok, Instagram Reels and now YouTube recently launching Shorts, if we look at the growth of small bits of content, it’s fitting that slots are also becoming shorter and shorter with their gaming cycles. 

Players want shorter but bigger impact – enabling them to jump into the bonus rounds and hit the excitement straight away. 

This forms part of a longer interview with other industry experts, that can be viewed here.


Follow the full series here:

Part 1 - Player Preferences by CEO James Marshall

Part 2 - Game Design by CEO James Marshall

Part 3 - Marketing Strategy by Marketing Director Darren Stephenson





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