Georgia-based Primero Games, a leader in the state’s COAM market, continues to provide impressive amusement innovation with the recent launch of its mobile and web-based social gaming platform called Gold Rush City.
“It’s absolutely huge,” Primero CEO Barry Rutherford said. “Mobile and online gaming is where everything is heading, and our Gold Rush City platform has the potential to really disrupt the industry.”
Social gaming has grown about 85 percent in the United States during the last four years The product went live in about a dozen states in October. Primero plans to offer it eventually in about 40 states that allow social gaming.
“We want to convert people that we attract and onboard in the locations via the Gold Rush City kiosk to play our games online,” said Zach Bailey, Primero’s chief technology officer, during an interview on the G2E floor last month in Las Vegas.
What’s so exciting about Gold Rush City is that we’re providing players with a consistent experience across three channels – retail, mobile and online gaming,” Bailey continued. “The same game they love and play in a C-store is now available to play online and on their phone. This is a real differentiator in the market!”
He said Gold Rush City provides a unique “player acquisition opportunity because the company is able to tap into the route-based gaming market using a kiosk, which brings players to the online world”. Online customers can then use a credit card to play, making it even easier for customers to play from home, he said, “and easily access their wallet, which is what the system is all about.”
Primero recently announced a strategic partnership with Gaming Innovation Group (GiG), a world-class iGaming platform provider, to integrate its market-leading online platform with Gold Rush City. GiG is the technology “behind the scenes that makes all of this work,” Bailey said.
Primero’s acquisition two years ago of Storm Gaming Technologies, a game-development studio in Birmingham, England, has unlocked the ability to convert all Primero games to web and mobile-based formats, he added, allowing the games to be played identically using a cell phone, computer or cabinet.
“The player enjoys a consistent experience across all devices,” he said.
Bailey said developing web-based games that perform well on both a cell phone and land-based cabinet requires “a special expertise.”
“We feel like we cracked that code through our Storm studio,” he said. “That’s why it was such an important and strategic acquisition for Primero to bring that expertise and technology in house.”
Primero now has its entire catalogue of games converted to web-based and mobile-based platforms, while still “making them available to our retail operators,” Zach said. “We have the technology to excel at all three channels.”
Another product Primero is excited about is the newly released subscription-based content package for gaming operators called Primero Plus (Primero+), a first in the Georgia market and one of the first in the entire country.
“Primero is really focused on how we can deliver value quickly and consistently to our customers,” Bailey said.
The subscription content will be available on a brand-new game suite called Piggy Bank Deluxe. With the purchase of Piggy Bank Deluxe, operators receive eight games in the suite. In addition, they can subscribe to premium content. The subscription content plan secures an additional title every two months that is delivered to the machine via the internet.
“It’s like a Disney Plus subscription,” Bailey said. “These are the same games that are going to be across our entire ecosystem. We’re keeping that game content fresh for operators. As long as they’re subscribed, they get that new game every other month.”
Another benefit operators receive is a “predictable boost in revenue” that a new game creates, Bailey said.
Besides the potential for an enormous number of available games, Piggy Bank Deluxe and its subscription-based service allows operators to access an online portal to manage and optimize all their games remotely.
“We’re really excited about launching subscription package for our Georgia operators,” he said. “And we believe Gold Rush City will be a game-changer within the industry. We’re excited for the future and the value that we’re bringing to our customers.”
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