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Spribe CCO: Reaching out to Gen Y and Gen Z

Spribe’s CCO, Giorgi Tsutskiridze, speaks to Gambling Insider about the company’s Aviator product and how it reaches out to the next generation of bettors.

_Giorgi_Tsutskiridze

Spribe's Turbo games, as you say, are a 'mix of new generation and traditional games, targeted to Generation Y' - how did you come to this discovery?

Online casino operators go to great lengths to engage the lucrative but hard-to-reach Millennial (Generation Y) and Generation Z audiences, but most fail to connect with these demographics in a meaningful way. With their existing game and entertainment options, they don’t offer a compelling reason for them to ditch mobile and video games for online casino instead. 

We could see there was a product gap to fill here and that is why we launched Aviator. It’s a mobile game that offers the fast-paced gameplay that this audience is drawn to. It is also sociable with players able to interact in the chat and compete with others for the highest score on the leaderboard. This brings together the core elements of mobile gaming and social platforms that these audiences love. 

Where Aviator really excels is its simple UI, social interaction and multiplayer format. This makes it the perfect game for Millennials and Generation Z but also broader demographics as it plays really well on desktop too. 

What in particular do Gen Y look for when gambling?

They look for three things. The first is convenience and accessibility – they will only engage with online gambling platforms that are easy to access from their smartphones and tablets. Social interaction is a must – Millennials are highly social and value the ability to interact with others while they play.

Aviator has taught us that players like to be in control of the game they hold in their hands

Finally, transparency and fairness are non-negotiable – Generation Y is generally sceptical of online gambling, so they are more likely to trust platforms that use provable fair algorithms, share detailed odds and have a strong commitment to responsible gambling. 

Being a future-thinking brand, would Spribe collaborate with the metaverse in future or is that not on your radar?

This is not on our radar. We have found our place in the market and that’s developing games that tap into the psyche of Millennial and Generation Z players and provide them with experiences that put them on the edge of their seat from the first game round to the last. I’m sure we will see breakthroughs in the metaverse over time, but it’s not something that Spribe will be proactively contributing to. 

Tell us a bit about how your live bets work and how your customers find this element... Do they find it encourages their play?

Live bets are part of what makes Aviator multiplayer and social. It allows everyone playing the game to see how much other players are betting and winning. It adds another layer of excitement to the experience, builds trust in the game, and makes wins seem possible. 

This does encourage play, but we are also very conscious about safe gaming with players by giving the tools they need to stay in control of their gaming activity. Again, it’s the social interaction that is a major draw for Millennials and Generation Z players and this is why Aviator is so popular with this demographic. 

What is your main priority when it comes to your players? Is it player time spent, getting new players on board, breaking into new markets? Etc.

Spribe is on a mission to disrupt the global online casino sector and we have been doing this with Aviator since the game hit the market in 2019. Over the past 12 months, Aviator has really entered the stratosphere thanks to its innovative gameplay, social mechanics and user-friendly, mobile-first interface.

This does encourage play but we are also very conscious about safe gaming with players, by giving the tools they need to stay in control of their gaming activity

The game is now live on more than 2,000 online casino brands and is played by more than 10 million players each month – this makes it one of the most successful games of all time. The game can handle up to 10,000 bets simultaneously with more than 165,000 bets being placed around the world every minute. 

Aviator is your most popular game. How can you take elements from that to develop the popularity of future games?

Aviator has taught us that players like to be in control of the game they hold in their hands. They want to have some influence over the outcome of the game, even if that game is a game of chance. With Aviator, the connection between the player’s decision and the result is as clear as it is profound.

Players also enjoy the competitive element of the game and the ability to chat with others. These are all factors that we have looked to roll-out in other games in our portfolio as, ultimately, they have been key to the success of Aviator. 

What are future plans for Spribe?

We are laser-focused on enhancing our current game portfolio and entering new regulated markets. Our goal is to offer Aviator to operators and players in every single regulated market on the planet and while we are well on our way to achieving this, there is still work to do.

We will also continue to fine-tune and enhance Aviator so that it not only meets, but exceeds the expectations of Millennial and Generation Z players. 

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