Inside Asian Gaming

July 2014 inside asian gaming 37 That larger world of film and television is a continual source of inspiration for Mr Chin, which isn’t surprising given his background, and one of the defining characteristics of High 5 Games’ innovative approach to story-telling. “We’re trying to hit all those key notes that will give atmosphere to the casino floor and help players establish a connection by making them feel emotionally involved,” he says. High 5 Games has also begun proactively soliciting feedback directly from casino operators, as Alexandra Singer, vice president of Business Development & Partner Relations, explains: “It’s really trying to hear direct feedback from the operators. We just want to understand what our partners really need, within their specific market. Overall, it’s an eye-opener for our partners to learn we have “We’re trying to hit all those key notes that will give atmosphere to the casino floor and help players establish a connection by making them feel emotionally involved.” Nick Chin | art director the mathematic and game design expertise to create anything they need. So the strong, successful game mechanics that we have distributed globally, we can bring to Asia with the right story to excite the players.” She adds that High 5 Games is also able to give valuable feedback to operators based on the performance and analytics of Asian games on its social platforms. High 5 Games’ land-based distribution partnerships have been important in gaining exposure for its games in this part of the world. Many players got their first taste of the company’s Asian-themed offerings via IGT’s West Journey Treasure Hunt and Golden Three Kingdom and Bally’s Zhi Nu and Liang Zhu. High 5 Games has a library of more than 300 games, and just over the past year has created 100 new titles, 30 of which are specifically designed for Asia. “Our partners only have a selection of our games, so maybe the casino operators have not seen the breadth of what’s available to them,” reasons Mrs Singer. “High 5 Games’ social platforms give us the opportunity to glean insights from our player base, and allow us to create games tailored for specific marketplaces and demographics. Not only do our games have global recognition and longevity, but we want to bring that same experience on different platforms.” The company is actively seeking new distribution partners across all mediums. “It’s been our history to be successful in land-based casinos, but we’re a digital solution,” adds Mrs Singer. “We’re really a software company, always looking to see how we can distribute our games and be a technical provider.” “It’s been our history to be successful in land-based casinos, but we’re a digital solution. We’re really a software company, always looking to see how we can distribute our games and be a technical provider.” Alexandra Singer | vice president, Business Development & Partner Relations Tech Talk