Interactive's Game-Changers

I have been with IGT for just over a year and I cannot wait for my second ICE experience.  Based in the UK, at the heart of IGT’s most mature Interactive market, I am responsible for driving our strategy for content design and development, so we can continue to release top-performing games for our Interactive customers throughout the world. 

With new Interactive suppliers entering the fray every month, my focus is to ensure we stay at the forefront by embracing new technology and anticipating player trends. I foresee a lot of Interactive products coming to market that exclusively use ‘portrait’ orientation that will offer fresh and unique experiences to players. IGT is expanding in this area with new games such as Keystone Kops which we are sure players will love. 

Another interesting development is the increased use of social media. Players are now live streaming their slot play and there are a lot of popular slot streamers with large online followings. It’s fascinating to hear the communities’ opinions on our content.  Some operators have even gone as far as letting certain online streamers ‘launch’ their games via a live webcast to promote a new title. I see marketing opportunities like this increasing, and IGT is currently looking at fun ways to engage with slot streamers and their fans.

This is an industry that never stops moving. Though the changes can be challenging, it’s what keeps my job exciting. Each ICE is a chance to meet with our customers and showcase upcoming roadmap titles to unveil what’s in store for the next year. It’s so rewarding to see the positive responses to our content and it’s what drives me to identify what could be next year’s game-changing trend.

Mark Claxton
Head of Content - UK/EMEA
Avid Slot Machine Fan, Gambling Industry Veteran, creating a better content future for IGT – today!


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