As we head into 2016 there is undoubtedly a greater a supply of games than ever before; ‘unique’, ‘innovative’ or ‘tried and tested’ the typical casino manager is likely facing 50 new titles every month.

Over the new year, using industry knowledge, press releases and public web resources the following graphic gives an interpretation of how innovative game developers through a myriad of relationships (technical, commercial and contractual) find their route to the casino managers door.

Game Supply in 2015

However the market for games and its distribution is far from efficient. In an ‘online’, ‘e-gaming’ world that prides itself on technical progress the barriers are in many ways also greater than previously held. In many ways the industry is in a mess with many barriers/complexity borne of history to be navigated:

Regulation – in a world beset with ethical and moral issues, strong regulatory measures are long seen as a benefit to the industry. We are however faced with a myriad of regulation, carve-out, work-around and dispensation. The playing field is not flat.

Standards – may stifle innovation but I’d argue a lack of standards can stifle innovation as easily. Looking closer to home the progress of IGT’s SAS or GSA’s G2S the land-based casino industry has leapt forward in progress with greater interoperability.

Oligopolies – are a feature of many mature markets and in many respects are essential to some market dynamics. The key to progress is whether these oligopolies ‘assist and enhance’ or ‘constrain and manage’ the market.

Transparency – Whether it is the true extent of product integration, sub-license rights, resell capability or distribution conflicts of interest the industry is amok with operator deals unable to fulfill their expectations.

The ingenuity and entrepreneurial drive that pervades this industry will work its magic but we should always look else where for inspiration for a new or amended distribution model:

• Per Use: Content syndication, a media led model that would move “game developers” to “game publishers”. Be it push (e.g. Google Adwords) or pull (e.g. TV Syndication)
• Sell: Content purchase, operators have for some time been purchasing content but the amazon or steam-esque  marketplace for content so far eludes online casino games.
• Rented: Content subscription is already a familiar concept with betting odds and software supply but there is also room for the Netflix style of delivery to customers.