New Microgaming Poker Products Update
Another of the highly competitive market sectors in which Microgaming is active is online poker.
Head of Poker Lydia Melton says that her teams have been preparing for two major events on the production calendar: the introduction of the new downloadable Microgaming 3D poker software, and the launch of a new novice-oriented Flash poker product.
Microgaming's software is also available through Prima Networks Limited which is currently engaged in launching a dedicated French poker network as a result of a joint venture with 888 Holding's PLC. Initially comprised of four client operator companies, this joint venture into the French market has achieved the most approved licenses from the French regulator ARJEL to date.
The company has also been quietly getting on with its own approach to the ‘poker ecosystem' where the problems associated with balancing the ratio of relatively inexperienced ‘fish' against more skilled ‘sharks' has been stimulating debate in the industry for some time.
Microgaming's approach is multi-pronged, involving monthly rake reconciliation and encouraging licensees to adopt a far more wide-ranging marketing approach. This is designed to bring in more recreational players, giving the network a better business balance despite the higher acquisition costs.
The Flash poker product is particularly interesting, enabling Mac players to access the action, and at the same time presenting novice players with a ‘One Click' simplified choice that does not delay or intimidate and makes site navigation easy.
The new product is already live on Unibet's Maria Poker site, along with Nordicbet and Ladbrokes, and features play for real or fun and a selection of tournaments, sit n'
goes and cash game options.
Sports book operators are reportedly showing an interest in taking the Flash product on board as an additional player service, with the added benefit that Flash clients have shown good conversion rates to download games as they progress.
The move toward more complex 3D poker is another example of Microgaming's preparedness to extend its technology reach. High profile companies like PKR currently occupying the downloadable 3D poker space will find themselves under growing competitive pressure from the new MGS offering, which may prove to be faster, yet carries the same level of customisable avatars and varied perspective views.
Again, the company's push in this direction is intended to provide licensees with the widest possible selection of player-attracting products.
Bringing famous brands to the online environment
Poker is just part of the jigsaw for the Isle of Man based Product Team, whose international remit covers everything from research to brand licensing and game development.
The past nine months has been a busy period with the development teams bringing to fruition the first game in The Lord of the Rings trilogy as a multi-featured flagship game which captures the spirit, characters and atmosphere of the big-screen impact of the blockbuster movie.
Development was preceded by an exhaustive licensing and approval process which involved exacting standards at Warner Brothers which has been delighted with the final product.
Microgaming is no stranger to the branded content process, having held rights to the Tomb Raider brand since 2004. New game formats, player demands, technology advances and convergence in delivery systems are just a few of the elements where it is imperativefor software companies like Microgaming to stay at the sharp edge.
