Immerse yourself
Alexandre Tomic, CEO of ALEA Gaming, says virtual reality can be a game-changer for egaming marketers and affiliates
The battle for virtual reality (VR) supremacy is on, with both Facebook and Google bringing their respective headsets to the UK market over the past few weeks. Facebook was first across the line, with Oculus Rift landing on UK shores back in September, while Google plans to roll-out its Daydream View device this month (November). Their offerings are chalk and cheese; Oculus is a complex piece of kit with a chunky £549 price tag, while Daydream View is constructed out of lightweight fabric to be used in conjunction with a smartphone, and comes at a more reasonable £69.
Google and Facebook are clearly going after different ends of the market; Oculus the tech wizard and Daydream the casual consumer. Between them they have the majority of the market covered, and in doing so will bring virtual reality to the masses for the first time. VR has been lingering on the periphery of the egaming industry for a while now; a buzzword that some operators have taken far more seriously than others. But with Oculus and Daydream entering the mainstream, everyone needs to wake up and smell the coffee.
In the past, some operators have been reluctant to invest in VR because there hasn’t been an easy route to deliver the product to players VR headsets were little more than flimsy cardboard boxes that could be attached to the front of smartphones. But the recent launches from Facebook and Google have changed the game, and the impact on the egaming industry is going to be huge. For marketers and affiliates, it is vital to remain ahead of the curve in order to capitalise on VR as it continues to gain traction among their customers.
Education, education, education
As with the rise of any new technology, the most important thing is to educate players as to what it is, how it works and, most importantly, why it enhances their experience. For marketers, this throws up many exciting opportunities to communicate with their target audience, from handing out branded cardboard VR headsets (those flimsy things mentioned earlier) to developing immersive VR ad campaigns that tap into the psyche of players in ways that print and TV simply cannot. The role of the affiliate is important, too.
While Oculus and Daydream will eventually bring VR to the masses, we are still a number of years away from widespread adoption. In this regard, affiliates will need to quickly familiarise players with the benefits of VR and convince them to purchase a headset. To do this, they will need to open the door to VR environments, such as casinos, and allow players to take a look around, even if they don’t have the required tech yet. This is easily overcome by including 360° videos of the casinos so that players without a headset can get a taste of what VR has to offer.
These 360° videos already exist on YouTube and Facebook, and are becoming most people’s first point of contact with virtual reality while headsets reach the shelves and, in the case of Oculus, come down in price. In the long-term, however, affiliates will have to overhaul their sites to ensure they are fully-optimised for VR. It could even bring about major changes in the way affiliates work; they will be able to virtually enter casinos, bringing players directly inside and managing them while they play.
A new reality
Stimulating interest in, and driving adoption of, VR headsets is key to unlocking the true potential of the platform, and I’m convinced mass adoption will happen in the near future. In the meantime, however, marketers need to get up to speed with the complexity and intricacy of VR in order to make the most of the opportunities it presents. The unique selling point of virtual reality is the way in which it immerses players in a digital world that is far more engaging and fun than the reality that exists outside of the goggles they are wearing.
For marketers, this makes their players much easier to communicate with. They are fully engaged with their product and not easily distracted by external noise or competitors offering them an even better experience elsewhere. But marketers need to up the ante and develop campaigns, bonuses and offers that are equally as innovative as the VR platform itself. Sticking to traditional methods simply wonât cut it.
So how does this work in practice? Take an online casino, for example. Imagine a player being able to select the types of notifications they wish to have in front of them, from live chat and available jackpots to leaderboards and account information. This could extend to responsible gaming notifications from operators to ensure safe play. You could also slide new games in front of players, offer bonuses and sign-up incentives, and display information in a thoroughly compelling and entertaining way.
For example, we are in the process of adding virtual screens to our multi-player, real-money VR casino SlotsMillion, that will allow providers to promote and demo new slots within the virtual environment.
What’s more, a virtual reality platform or game provides marketers with an even greater space in which to talk with their consumers. Instead of just clicking on their slots title of choice, players can walk through the casino, pass poker tables, sportsbooks and so on, which in turn provide additional touchpoints through which to engage them. Similarly, managers can socialise with users in person, meaning that they can really get into players’ heads and understand their thoughts. In terms of cross-selling players from one type of game to the other, as well as comprehending users’ wants and needs, there really is nothing else quite like it at the moment.
Endless opportunities
Here at ALEA, we believe VR will completely change the landscape of the egaming industry. We are passionate about the technology and how it provides players with an experience they simply canât find anywhere else. We became the first operator to launch a 3D VR online casino – SlotsMillion - and have seen our efforts recognised and celebrated by our industry peers and this very magazine. But this is just the start for us and for VR in general.
With Oculus and Daydream now available online and on the UK high street, the interest in VR, and its adoption, is on a firm upward trajectory. Over the coming months, operators and marketers will experiment more with the technology, and, in doing so, learn that the possibilities it offers are endless. It is something the whole egaming industry should rally behind and be excited about, and for marketers and affiliates it should be a welcome addition to their arsenal.