Having released numerous successful titles, opened a new games studio and signed some impressive partnership deals, it’s been a busy year for software provider Pragmatic Play. We spoke to Melissa Summerfield, Chief Commercial Officer at Pragmatic Play, to discuss innovation in the industry and the company’s popular Live Casino product.
iGAMING TIMES: What are the most exciting innovations currently affecting the industry?
MELISSA SUMMERFIELD: The industry is in a thrilling period of inspiration right now with new features such as in-game promotions, instant win elements and free bonuses delivering a level of interactivity and engagement that is boosting operators’ bottom lines. There is also a fascinating link between how consumer behaviour is being driven by other forms of entertainment, such as Netflix and Spotify, driving a culture of personalisation through recommendation engines which I think will lead to innovations that really shake up the sector in the coming years.
iGT: Pragmatic Play has had a very busy year releasing numerous slots, a variety of new products all while signing influential deals. With so much happening, what have been the highlights?
MS: Looking back, the last 12 months has been an incredibly productive period for Pragmatic Play. In the past year we have launched more than 30 slot games with Mustang Gold being shortlisted as Game of the Year at the EGR Operator Awards 2019. New titles have also been added to the adventure-driven John Hunter series which has proved hugely popular with both operators and players alike.
On the business side, we’ve extended our global reach by signing numerous partnership deals with companies such as Paddy Power Betfair, William Hill, Sky Vegas, Mansion, Skill On Net, 888 Casino, Ladbrokes Coral and more, helping us deliver our slots to an even greater audience. Our offering has been bolstered by the highly successful launch of our Live Casino portfolio. The product is unlike any other available and its success speaks for itself with a growth of 120 percent in the number of new online casinos integrated quarter over quarter. In April of this year, we finished work on our innovative gaming studio. Packed with high-quality equipment, the studio has its 43 tables manned by top qualified dealers making the overall experience a fully immersive one.
iGT: Pragmatic Play’s Live Casino offering is renowned as one of the most qualitative products in the industry – what makes it stand out?
MS: Offering the most popular games, our Live Casino product makes use of the most advanced technology available to enhance the player experience. Multiple 4K HD cameras can focus on any game at any time, and along with the professionally trained dealers, the product offers unparalleled levels of player immersion, helping recreate the similar experience to being on the casino floor. The offering delivers all the advantages of online play, such as quick and easy bets, detailed game statistics, complete betting history, sound effects and animation, and much more. There is something inherently playable about Live Casino and its immediacy and convenience make the games hugely appealing to a broad spectrum of players.