IGT PlayDigital’s Gil Rotem on building great games
In today’s competitive gambling landscape, it’s abundantly clear that simply providing games is no longer sufficient. According to Gil Rotem, President of IGT PlayDigital, enhancing the player experience through an integrated infrastructure of tools and features is essential for sustaining player engagement and satisfaction.
Building an Engaging Ecosystem for Players
Rotem emphasizes that supporting new game releases with a comprehensive suite of marketing tools—such as free spins, personalized player journeys, and interactive widgets—enhances gameplay enjoyment, regardless of the outcome. This strategy has proven effective for IGT, as the company has successfully rolled out these offerings across the United States and Canada, significantly boosting content performance.
Tailored Game Offerings for Diverse Operator Needs
IGT has distinguished itself as a pioneer in the gambling industry by developing bespoke titles exclusively for its operator partners. "We take pride in our strong brand, compelling game mechanics, and successful slot skins," states Rotem. He notes that recognizing the unique marketing strategies, customer relationship management (CRM) approaches, and target demographics of each operator is vital.
“Our diverse game portfolio caters to every operator’s specific needs," he adds. "We offer a variety of experiences, from soft games to hardcore options, and high jackpots, ensuring that we have something for everyone.”
The Role of Omnichannel Strategies in IGT’s Digital Expansion
As the gambling industry continues to evolve, understanding what makes an iGaming title successful in 2025 is critical. Rotem asserts that while there is no one-size-fits-all formula, the core principle remains straightforward: studios must focus on creating games that resonate with players. IGT continuously analyzes current gaming trends and collaborates closely with its land-based development team to pinpoint potential hits and mechanics that are likely to perform well in the online arena.
This parallel land-based business represents a significant advantage for IGT PlayDigital. Rotem explains, “If players are already familiar with our content from physical casinos, they are more inclined to seek it out online.” This familiarity not only drives repeat engagement but also positions IGT favorably against competitors.
Strategic Collaborations and Future Prospects
As IGT prepares for a transformative chapter through its merger with Everi under the ownership of Apollo Global Management, Rotem expresses enthusiasm about the synergies that will emerge from this partnership. "Our teams are eager to harness these opportunities to strengthen our market presence in the U.S. and Canada, while also exploring new jurisdictions," he remarks.
This strategic alignment will not only elevate IGT’s offerings but also enhance its capacity to innovate and adapt in an ever-changing regulatory landscape.
In summary, as the gambling industry progresses into the digital age, companies like IGT are setting the standard by prioritizing player experiences, leveraging omnichannel strategies, and fostering strategic partnerships. The focus remains clear: to deliver engaging, familiar, and diverse gaming options that truly resonate with players.
