6 Steps to Win in the iGaming Industry

 In iGaming

In the fast moving, technology-driven world it’s hard to keep up if you don’t adjust, follow the trends and constantly invest in new ideas. That’s why we visited ICE Totally Gaming 2017— the largest B2B  event in the iGaming industry

ICE 2017’s 527 exhibitors have shown outstanding creativity this year, with state-of-the-art technology and cutting edge solutions on the show throughout the floor.

“ICE is pretty much the only place to see what everyone else in the industry is up to” — Andrew Glenn, Senior Video Artist, Astra Gaming

From 7–9 February, the events taking place at ICE were in the center of attention. Once again, ICE provided the most comprehensive shop window into the world of gaming.

We are sharing with you the key takeaways from the show.

1. In an ever-changing industry, innovation remains the only constant.

If you want to stay ahead of the competition in 2017, you must continue investing in new ideas. Most important, you must understand players and engage with them. If you want to stay in the picture, you will have to focus on player’s needs and preferences. Don’t wait too long to launch a new product. Technology moves fast and the Millennials are hungry for new, exciting experiences.


2. Content is still the king (platform is the queen).

Content is imperative to maintain a strong relationship with players. The true magic of the game making is to design a game where it is impossible for the player to get bored. In that fashion, some companies dedicate their resources to producing excellent content.

2017 will be content-driven, so we can expect many unique games. Having this in mind, integration flexibility will be the key differentiation between competitors.

3. Omni-channel strategy should focus on mobile.

Omnichannel strategy goes beyond offering different touch points. It is about delivering a consistent experience across all channels and devices. The omnichannel approach allows companies to create richer, seamless game-play experiences. The challenge lies in the integration of the different channels.


In the past few years, mobile has steadily grown and with the widespread adoption of smartphones, more and more people play mobile games. According to annual research conducted by the Entertainment Software Association (ESA) for 2016, approximately 36% of gamers play video games on their smartphones. This is why developers have switched to a new mindset, focusing on mobile when creating new content.

4. Virtual reality is now real.

Virtual reality made a reappearance in the gaming industry after 15 years — and this time it is here to stay, say at least a dozen companies showing VR software products at ICE Totally Gaming.

VR is not yet mainstream, but the numbers are showing an increasing trend which is why it’s important to start thinking in this direction. According to ESA, 55% of the most frequent gamers are familiar with virtual reality, among those, 40% say they will likely purchase VR devices next year.


VR has caught the interests of gamers, journalists and tech enthusiasts, but it’s arrival on the market is not full-steam ahead. Nevertheless, this doesn’t downsize the fact that soon VR will be big for both online and land-sectors in different ways.

5. Behavioral data & personalization

Is there a need to explain this any further?! Every gaming company knows, the secret to increasing revenue is through greater engagement of players. By analyzing clicks and interactions you can collect valuable behavioral data that will help you deliver more personalized experience and thus create smarter products for your customers.


Big data holds the answer to the question: “How to keep players engaged and coming back for more”. Don’t forget, Millennials are not your usual customers. They are a ‘vocal generation’, so make sure to adjust your approach and you will receive important feedback from them. This will help you understand their preferences, increase conversion and enhance the user experience.

6. Willingness to learn and to accept new challenges

ICE provides a valuable opportunity to expand horizons beyond borders and meet with the better known innovators and suppliers in the business.

The past week has been a blast! Is there anything you didn’t catch? Take a look at this short video:

ICE Totally Gaming 2017 — in 3 minutes!

This industry never sleeps. It’s constantly fluctuating and adapting. I’m fascinated and inspired by the fast-paced development of the gaming world. It’s still as exciting as it was on the day one. Being among the first people who get to see state-of-the-art technology and being able to envision the future today is what keeps me keen to learn more and to accept new challenges. I know, you feel the same way 😉

Thank you #ICE2017, it was ExCeL-lent! See you next year 😉


If you were also part of ICE 2017 please share your experience below or simply share your love for the gaming world by clicking the ❤️.

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