Evolution Gaming CPO talks competition and the future of online gaming
Todd Haushalter discusses how online gaming can compete with YouTube, Netflix, and video games for players’ free time
EGR Intel: What competitors do you most worry about?
Todd Haushalter (TH): YouTube, Netflix, and video games are what players use as an alternative to playing our games; so, we think of them as our competition for players’ free time. But now we are going after slot players with live game shows; so, I guess we will soon start thinking more about high quality slot makers as serious competitors.
EGR Intel: What makes you think slot players will play live casino games?
TH: We know they will – we are already seeing this with ‘Dream Catcher’ and ‘Lightning Roulette’ (EGR Game of the Year 2018), and now we are doing ‘Deal or No Deal Live’, that is basically a live slot, and another secret game in conjunction with one of the world’s best-loved game brands that we will reveal during ICE. The game is nothing like we have ever done before, it has a crazy bonus round in a themed 3D world and uses augmented reality (AR). It is like the movie Who Framed Roger Rabbit but it is live. These are very slot-centric themes, and they have huge payouts, so we feel good about our chances.
EGR Intel: But what about the traditional slots business, will Evolution compete here?
TH: We want slot players, but I don’t think we need traditional slots to achieve that. We are literally launching a 24/7 game show – ‘Deal or No Deal Live’. It is so much fun that even if you are not playing, you will enjoy just watching it. And our secret game is just the coolest game I have ever seen. Trust me, slot players will play it.
EGR Intel: You are unveiling 10 new games at ICE – why so many this year?
TH: Our group CEO, Martin Carlesund, really wanted to expand our leadership position in live casino. Subsequently, he put the challenge to our product team and me, and we enthusiastically accepted. As a product guy, this is a dream order from your CEO.
EGR Intel: What’s the secret sauce at Evolution?
TH: I should probably keep that a secret, but I think it is a combination of crazy high standards that come from the original founders and that we make a religion out of finding the best ideas. Most companies won’t really do these things because both are the enemy of speed to market and saving money. You have to let go of a lot of ideas you once loved and tell others their ideas won’t work, while keeping creative spirits high. In my experience most people can’t or won’t do this. We are also very future focused – our CEO is always talking about 2021, 2022 and beyond in very practical terms.
EGR Intel: You had a good run of award wins in the last year. Will the hot streak continue?
TH: That’s your best question yet. A repeat win for EGR Game of the Year would be amazing. It’s early though and there will be over a thousand new games; so, let’s not get ahead of ourselves.
EGR Intel: What industry competitors do you admire?
TH: I admire the ones that take chances and push real innovation. Rush Poker, MegaWays slots, in-play betting, fantasy sports, early cash out on sports bets, and skill-based games (even though I think skill-based companies largely have the wrong strategy) are all innovations that I admire. I admire not just the success but the effort and trying something new. That is hard. You are likely to fail. If or when that happens, everyone will remind you what a dumb idea it was to try. Companies who dare to think like this are the ones I admire.
EGR Intel: After 10 new games shown at ICE, what is next for Evolution?
TH: So, so much. We have ideas that could keep another thousand developers busy but I won’t talk about them just yet.
EGR Intel: Any predictions on what the future of online gaming looks like outside of Evolution?YouTube, Netflix, and video games
TH: Sure, lots of them. Of course all the operators will start to adopt Amazon.com style sites that are highly personalised. RNG tables games will lose share to live, and this will accelerate when 5G comes. Big operators will make more of their own slots, as they merge and get bigger. This strategy is risky though because making good slots is really difficult, and they will often give prime real estate to potentially weaker homemade games that players don’t love. The concept of game shows that we have introduced will be a big hit, and a “Game Shows” tab will start appearing on sites. By 2021 someone will create AI driven software that largely shuts down bonus abuse. And further out, land-based and online companies will acquire each other to push a true multi-channel strategy.