Social and Mobile Gaming
Recent developments in the online gaming industry have indicated the growing importance of social networking to the future of the industry. The liquidity enjoyed by poker operators on Facebook dwarfs the largest of the traditional online poker operators, as more and more users looks for a 360 degree online gaming entertainment experience.
888 leads the way in its social networking activities, and the success of the social networking features on 888ladies is being rolled out across the 888 gaming environment. Enhancing the social aspects of the gaming experience will help people to see 888 as a brand beyond gaming and an integral part of their online entertainment experience, fulfilling a wider role in the online lives of players. Building emotional ties with players and increasing their engagement with the brand builds loyalty, thereby helping to improve customer retention and spend.
As well as increasing the social features of 888 sites, 888 is also taking advantage of the boom in gaming on social networking sites. The acquisition of the assets comprising the Mytopia social games development studio from Real Dice Inc in June 2010 saw a step-change in 888’s activities in this area.
The deal saw 888 acquire a games development studio, specialising in developing cross-platform social games for smartphones, mobile handsets and social networking platforms including Facebook, along with numerous games, including “Bingo Island 2” (one of the top Bingo applications on Facebook) and a social poker application using the “Pacific Poker” brand. The deal also included the acquisition of a real-time multiplayer mobile Poker application available for iPhone, Android, BlackBerry, Windows Mobile and J2ME handsets which has been installed by more than 1,000,000 users globally.
Access to this new gaming audience provides a number of cross-selling opportunities, and ensures that 888 is at the forefront of what is expected to be a key trend in the habits of consumers in the online gaming industry.
The acquisition will form the cornerstone of 888’s social gaming and mobile strategy, allowing 888 to offer a seamless experience across different platforms.
Social network and smartphone gaming applications will also be offered to Dragonfish B2B partners, allowing them to take advantage of this fast-growing area.