Chris Campbell, Product Director

Inspired: "Hybrid Dealer allows us to cater to both players looking for familiarity and those seeking something fresh"

2024-10-30
Reading time 3:22 min

The Global Gaming Expo (G2E) 2024 in Las Vegas, held earlier this month at The Venetian, served as a major stage for gaming industry innovations, with Inspired Entertainment presenting a variety of new offerings at the show.

The B2B gaming content and technology provider presented its latest advancements, including the Hybrid Dealer platform, at the event. In a conversation with Yogonet at the show, Chris Campbell, Product Director at Inspired, discussed the reception of Inspired’s portfolio, emerging trends in player demands, its expanding presence across the U.S. gaming market, and the company’s roadmap as the year draws to a close.

How has the event been for Inspired, in terms of booth activity and visitor interest?

It was a busy event overall, with a strong flow of back-to-back appointments, which is always a good sign. In terms of visitor interest, we presented multiple verticals, though the Hybrid Dealer product was a particular highlight. We had initially launched it the previous year with MGM in New Jersey, followed by an expansion to Michigan, and are anticipating a rollout in Pennsylvania soon.

We also showcased a new side-bet roulette product featuring a mini-wheel within the traditional wheel, allowing players to bet on multiple balls with higher odds. Operator interest was high, and we’re eager to get it live to see player reactions. We think we've come up with something that really highlights how Hybrid Dealer can give players an experience that they cannot get in real life.

How does this new side-bet roulette product work?

Since the product has a mini wheel on the inside of the traditional wheel, players are now betting on the outcome of four balls that are fired on that inside wheel and the outer wheel. That allows us to offer them much higher odds.

It's a little bit more volatile, but it hits quite often, and there's that extra bit of excitement and anticipation for players with the additional balls. We have not gone live yet with that product, but we were able to showcase a preview at the show, and we saw a lot of interest in it.

You mentioned the Hybrid Dealer product is already live with MGM. Can you tell us more about its rollout across U.S. markets?

Yes, we went live with MGM in New Jersey last October, then expanded to Michigan this year. Pennsylvania is up next as we work through the certification process. The reception so far has been really positive.

The U.K. market for game shows is more mature and competitive, but in the U.S., players are adapting to this new style of game. Unlike traditional slot launches that might peak and drop off quickly, we’ve noticed the Hybrid Dealer maintains player interest over time, showing a strong retention rate. We hope this trend continues.

Would you say the Hybrid Dealer is the event’s highlight for Inspired? What about other products, like the new Valiant portrait cabinet?

I might be biased as the product director for Hybrid, but yes, it’s a highlight. We also showcased new interactive content, which has been well-received. Recently, our interactive division recorded a record-breaking week. There's a big opportunity in the United States for us to build our market share there.

In the VLT space, we showcased new cabinets, we are expanding our market presence. Feedback from operators has been very positive, and I think this is one of the strongest product portfolios we’ve brought to this event in recent years. 

With new technologies like the Hybrid Dealer, how is Inspired addressing player demands? What trends are you seeing in player preferences?

Players tend to fall into two categories—those looking for familiarity and those seeking something fresh. Hybrid Dealer allows us to cater to both: players can engage with a traditional roulette setup, while others can explore unique elements like the side-bet feature. With these products, they are able to experience bonuses that they've never seen before, and we build on that as they get familiar with it.

In interactive gaming, seasonal themes work well, so we’re previewing four titles tailored for the Christmas season. Themes resonate with some players. We strive to offer something for a wide range of player preferences, instead of catering to a single type of player.

The NFL virtual sports product seems timely with the season underway. How has it been received?

I’m not directly involved in the virtual sports side, but our new licensing agreements are significant. These partnerships bring recognized team names into the mix, which adds value. Even for those of us outside the U.S., the brand recognition of these teams is strong, so it’s an exciting development for the team handling that product line.

As we approach the end of the year, what are some of Inspired’s expectations and goals?

There’s been a lot of behind-the-scenes work to prepare for Q4. We’re about to go live with the Caesars Palace game show on the Hybrid Dealer platform, and our roulette products are also set to expand beyond North America. VLTs are rolling out to new markets as we close out the year. The focus now is on successfully launching these products and wrapping up 2024 on a strong note.

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