Let’s Talk Gambling: key factors facilitating a successful vertical launch

As the iGaming industry evolves and competition intensifies, providers are increasingly looking to diversify their product offerings to stand out in saturated markets. We spoke with BetGames’ Chief Product and Business Development Officer, Ian Catchick, to find out the factors influencing the supplier’s decision to expand its RNG suite with slots, as well as how prior experience can be leveraged to ensure a smooth vertical transition.

What inspired BetGames’ decision to diversify its RNG offering?

BetGames is in the business of crafting entertaining gaming experiences, and while the focus has primarily been on Live Casino content, we always viewed the transition into RNG products as a natural progression of the brand. The process has been taking place over the last couple of years and will culminate in the eventual development of a full suite of RNG products that includes slots, crash games, tap games, and much more experimental and innovative content and concepts.

We are continuously seeking insight from operators to ensure we are delivering maximum value to their platforms, and branching out into slots and RNG games enables us to provide a more comprehensive array of products to cater to various player preferences. We also have a cultural DNA and history of innovation, and we want to balance building great games and innovating within the RNG vertical. Here it is far easier than with live games to quickly launch and learn, fail fast, and get behind winning formulas, all to the benefit of our players and partners.

How can providers leverage their industry expertise to aid in the successful transition to a new vertical?

It is pivotal to collaborate closely with partners to understand what their audience is looking for. This facilitates the production of targeted content alongside innovation and new ideas, and having an appreciation of the unique quirks of a player base makes sure that the themes, features, and mechanics utilised are consistent with these preferences.

BetGames engineers content designed specifically to make the most of a modern player’s limited availability, supplying peak entertainment value as efficiently as possible. This often means avoiding complex mechanics with a steep learning curve, and instead, delivering games that fuse simplicity, ease of navigation, and strong win potential.

It is also crucial to have an in-depth understanding of the market and to align content with these industry trends. From our extensive experience developing class-leading Live Casino games, we recognised a gap in the market for RNG products that bridge the gap between sports bettors and casino games. Utilising this analysis, we are cultivating a portfolio of simple, easy-to-understand RNG content that is proven to drive results with this segment of players.

How can launching a new vertical drive commercial growth?

Product diversification extends the reach of a provider and makes it more desirable to global operators. Solely committing to one vertical, whether that’s Live Casino or RNG, places a limit on audience size, while expanding your offering to cater to different preferences will unlock the potential of an entirely unique player base.

However, the foundations must be in place to aid in vertical transition, and it is important to enforce brand continuity as a priority. BetGames’ new RNG games mirror our existing Live Casino collection in supporting our goal of introducing recreational and sports bettors to casino games by delivering fundamentally straightforward products that prioritise entertainment value.

With our new RNG vertical, we get the opportunity to build on our outstanding development capabilities within the team, and also introduce innovations that drive the curiosity of players and entertain them. A balance of high-quality, proven content and a mix of a few innovative titles will give us the opportunity to stand out within the RNG vertical and build a strong portfolio for the market.

What can players expect from BetGames’ RNG products in 2025?

BetGames will never compromise on its first-class visuals, exciting features, and general entertainment value. We are in the process of expanding our portfolio of slots, of which we expect to launch dozens by the end of 2025, as well as innovating in the experimental content genre. Tap and crash games have surged in popularity in recent years, and the first-hand success of our own product, Skyward, has influenced our decision to explore this niche further.

We will continue to create products that cater to local markets, including utilising various themes, mechanics, and volatility levels to address specific preferences. While this player-centric approach is integral to our operations, we also specialise in bespoke products tailored directly for operators. Bespoke products place an operator or region at the heart of the action, amplifying brand visibility and ensuring the content stands out.

With branded skins now available for each and every title BetGames launches, we have positioned the company to capitalise on the increased demand for bespoke content. Keep an eye out for BetGames’ RNG suite – there is a little bit of magic on the horizon, and this mix of proven content supported by the introduction of new innovations should help us to double down on targeting engaging games that appeal to recreational players.