- Sector: Technology & Digital
- Region: London
Game of phones
Gaming Realms, which develops, publishes and licenses mobile gaming content, including bingo and slots, is aiming to hit the jackpot in the coming years by becoming the UK’s leading developer of mobile gambling games. It’s also determined to turn its slots and casino games website, Slingo, into a household name.
Given how far the company has come since its launch in 2012, you wouldn’t bet against it realising these goals. Today, the company employs around 150 people and CEO Patrick Southon forecasts that on its current growth trajectory, the size of its workforce could easily double in the next five years.
“We thoroughly test every product release and every marketing change against a test group. Some of our most successful features are things that are counter-intuitive” - Patrick Southon, CEO, Gaming Realms
The company has grown quickly by capitalising on the shift from people playing games on desktop PCs, to playing them on their smartphones. “We anticipated this trend four years ago and invested over £10m in building a ‘mobile first’ platform,” recalls Patrick. “Now 80% of our players are playing on mobile devices.”
Developing games that people want to play, while using data to help the firm focus on the minutiae of running a business, have also been key factors behind the rapid rise of Gaming Realms. “We thoroughly test every product release and every marketing change against a test group to evaluate commercial advantage,” explains Patrick. “It’s a time-consuming and expensive process, but it is proven to enhance the decision-making process as some of our most successful features are things that are counter-intuitive.”
- £10m - The amount Gaming Realms invested in building a ‘mobile first’ platform for its games
An arguably tougher challenge is changing common perceptions of the gambling industry. Patrick recognises the problem but feels the media’s portrayal of the industry is often distorted. “Gambling is a super-regulated industry and yet only the worst aspects are ever publicised and that is a very small element of the whole,” he says. “Most players are responsible and enjoy their experiences.”