“Bigger is not necessarily better,” says head of sales Daniel Long, from his seat at Habanero’s thriving G2E Asia booth.
With a working portfolio of 80 slots, ten table games, and ten video pokers, it’s a truism the company has borne out – Habanero’s focus on quality over quantity saw year-on-year sales up some 3000 percent in 2016.
“The last 12 months have been phenomenal,” Long reiterates. “We now have a good portfolio, we’re not going to stamp out games like a factory just because we can. We’re just focused on doing very high quality html games on mobile, that the market likes and appreciates.”
Habanero’s strategy is all about refinement – front-end and back. “At the front end we’re focusing on the uniqueness of our games: unique math, unique graphics and unique sound. Nothing in our portfolio is a reskin.”
One hundred percent of Habanero’s games are html5, Long assures, while many firms with larger portfolios struggle with only one fifth. All games can be played on landscape or portrait, and all of them have in-game translation.
“It’s small UIs like these that make a huge difference to the players.”
Yet Habanero’s real USP lies in the company’s responsiveness. “A key component that people don’t see in Habanero is the back-end client services,” he explains.
“At the end of the day we could have great products, but if we have terrible customer service, our clients are going to run. So far, all our clients attest to our great customer service.”
If an operator wants a language or even currency change, Habanero can sort it in a week, whereas “if you’re with our competitors, it might take a month, it might take three months.”
When a company gets bigger, “layers are put in place, the turnaround is slow,” says Long. “We try to run as a very flat organisation, which allows us to make decisions and respond to situations on the ground much faster than our competitors could.”
“So asides from great games, great sounds, great graphics – and innovative tables and features – small UIs make a difference to the players, and customer service makes a difference to our clients.”