On today’s episode of iGaming Daily, supported by Optimove, Joe Streeter, Editor of CasinoBeats, is joined by John Gordon, CEO of Incentive Games, to discuss the launch of Incentive Games’ bespoke pay-to-play crash games system.

John explains that the company has moved into the new vertical due to demand from clients. The firm has launched new crash game products with Premier Bet and also signed with several operator partnerships from across Africa and South America. 

He added: “We’ve got a velocity of crash games system. It’s not just a copy of other crash games. Us being Incentive Games we do things a little differently so we’ve got a whole crash game system for Africa and South America which is quite exciting.

“It’s a free-to-play crash game and then at the end of it, we put our own pay-to-play crash game there. We get the people hooked on playing that free-to-play game and then they win credits into our pay-to-play game. What we’ve got is a system that has about seven or eight unique selling points that make it a much more compelling product line for us, so it’s really exciting.”

John also extolled the virtues of keeping games simple and described how other developers tend to add a lot of features on the front-end of their products which can make them “look messy” and “confusing for the new user”.

“What we found is removing things from a game or a product can actually help strengthen it,” explained John. “Simplicity and ease of use can go a long way. What we found is that the easier we made the product for users to play, the more millions of people entered our games.”

Incentive Games works with a host of different clients across its various verticals and John describes how each of these operators wants “unique content” which is why Incentive Games chooses to work with operators from early on in the development process.

He said: “We involve them early on in product development and show them where we’re headed with it and then collaborate with them and give them a masterpiece that they can really be proud of. It’s quite a different approach than what other suppliers would do, which would be just to build a game and see who takes it.

“More and more these days operators want something different from the crowd and when you get them involved early on we can shape it to what their needs are and that helps them get the market share advantage that working with Incentive Games can provide.”

In recent years there has been a lot of debate regarding the viability of a four-day work week as a way to boost productivity and improve work/life balance for employees.

Incentive Games is one of the companies to have implemented the system and John is glowing in his praise for how it has led to a “compound interest in retention and experience” as “almost nobody” has left the company since the scheme was implemented almost two years ago.

He added: “What seemed to be a potential gamble has paid off unbelievably because what really matters is the quality of our output and to keep that level of output. We’re able to provide a culture where we’re able to have sufficient staff and cover the four-day week so that our staff have a great work/life balance and what happens then is we retain people.

“Our aim is to be the best place to work in the UK. We had an independent survey done and we got a 97% satisfaction rate which we were extremely proud of by the ‘great place to work people’. But then we conducted it again this year to find that we got a 100% satisfaction so we’re really proud of that.”

On how Incentive Games managed to achieve such a high level of workplace satisfaction, John explained that the company is transparent and is “continually doubling down and following through with all the promises and what we want to deliver to our staff”.