Light & Wonder’s Omnichannel Gaming Strategy

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Ultimate Fire Link Cash Falls by Light & Wonder Fire Link Feature complete with Retrigger ball locked

With online slots being still a relatively new business and industry, it has been interesting to watch as a player to see how various companies evolve. When looking at the biggest companies, the general direction has been one of proven success.

Companies like IGT have for years released online slots, leaning into their most popular themes for many of the titles you’ll find of theirs on online casinos. Aristocrat, which has been through its Anaxi subsidiary been working hard to build a stronger presence over the past year, has too been leaning into its tried and true titles as it releases games like Whales of Cash Deluxe and Buffalo Gold to online casinos.

So it’s interesting to see when another company opts for a different strategy. Light & Wonder too has had an enduring presence with online slots, but in the past couple of years it’s been taking more risks. Not only have I seen a rare occurrence of an online slot making the jump to physical casinos with their Hercules High & Mighty title (as well as its sister title Mighty Black Knight), but they are also attempting the we’d have to imagine challenging scenario of releasing slots online and in casinos at roughly the same time.

Their strategy has a further layer highlighted by their recent acquisition of SciPlay (once previously fully owned by Light & Wonder) back fully into the fold. Their release strategy has oftentimes included simultaneous or near-simultaneous release of the games on one or more of their free-to-play social casinos, further expanding the reach of new games and building interest among players.

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Over the past year they’ve shown an interest in accomplishing this with titles like Ultimate Fire Link Cash Falls and Hot Hot Blazing Lock. In the case of the latter, it made its debut online a bit before its casino presence began to rise. In the former, players could play on social casinos at the same time it was rolling out in casinos near us.

They’re not afraid to do this with licenses too – a Squid Game online slot was released in the UK and Europe, even as they continue to showcase at events a Squid Game slot for physical casinos that will release in the coming months.

It’s certainly more risky to put investment into all the various directions if a slot doesn’t ultimately become a hit, but if it takes off, having it instantly available online to get people excited for in person and vice versa is a novel approach that could pay real dividends.

Ultimate Fire Link Cash Falls China Street has been on Eilers & Krejick’s top performing new online games report for months, underscoring the potential when a new game resonates online as well as in casinos.

It’s a different approach, and it’s certainly more risky, but as a player it’s exciting to see, as it means the potential to get onto new games online more quickly.

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