Synergy Blue and Spirit Gaming sign distribution agreement; companies to bring games to the European market

September 12, 2018 10:28 PM
  • Buck Wargo, CDC Gaming Reports
September 12, 2018 10:28 PM
  • Buck Wargo, CDC Gaming Reports

Synergy Blue and Spirit Gaming have announced a distribution agreement for European skill-based and chance-based games.

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Georg Washington, CEO of Synergy Blue, said the arrangement calls for Spirit Gaming to provide sales distribution and localized support for the California-based company’s HAWG (Hybrid Arcade Wager-based Gaming) platform and skill-and chance-based games.

The initial efforts will focus on Germany, The Netherlands, Austria, Slovenia, Switzerland, Luxembourg, Liechtenstein and Belgium.

Washington added that Spirit Gaming is strategically positioned to support Synergy Blue’s games from the company’s Germany headquarters.

“Understanding the gaming landscape throughout Europe, where some countries allow skill and others don’t, is an important piece of the puzzle,” Washington said. “Distributing compliant games that are fun and a new way to gamble allows European casinos to provide new offerings to attract new demographics.”

Synergy Blue’s HAWG platform is a Class III certified product that blends skill-based or chance-based gambling, allowing for regulatory compliance in multiple jurisdictions.

“Synergy Blue’s unique HAWG system provides a level of flexibility needed to compete in the heavily regulated markets of Europe,” said Frank Ziegler, managing director of Spirit Gaming. “Their arcade style games with skill or chance components allow for an overall more engaging experience for the new generation of player.”

HAWG and its games are meant to appeal to a new generation of gamers, “providing an engaging experience through a seamless entertainment component and uninterrupted arcade-style entertainment,” Washington said.

“We focus on entertainment-style games for a new demographic,” Washington said. “We hear of millennials, but it’s really the contemporary baby boomers and Gen Xers because they’re the next stage of gambling.”

Still, Washington said Synergy Blue does consider games for millennials.

“But, (millennials are) still coming of age with disposable income,” Washington said. “We have games that hit that 50-year-old to the 65-year-old player, and games that hit anywhere from a 22-year-old to a 48-year-old player.”

Earlier this year, Synergy Blue placed some of its first skilled-based games – Zombie$, Safari Match, and Lucky Karts – on the floor of the Augustine Casino in the Coachella Valley in Southern California. Zombie$ is a first-person shooter game, while Safari Match is a match three puzzle game. Lucky Karts is a modern kart racing game.

“Safari Match is for that (older) demographic at Augustine and works well,” Washington said. “It fits the contemporary baby boomers. The average seat times are very long with that game. We’re quite happy with it.”

Washington said baby boomers will spend up to 4.5 hours on a Safari Match. The average time on other games is roughly one hour.

“It’s interactive and gives them something to do and they’re engaged in the game rather than people tapping and waiting for the next spin because they want to see a bonus round,” Washington said. “With this, here’s your entertainment. The gambling’s there, but you don’t have to wait for the reels so much.”

Synergy Blue will start promoting the games in November after the Global Gaming Expo in Las Vegas. The games are doing what was expected, said company Director of Marketing Amy Washington.

Founded in 2013, Synergy Blue is based in Palm Desert, California and has games and software applications placed in six countries.

“We can go from a skilled-based version that’s compliant with skilled-based regulations in Nevada to chance-based jurisdictions that will only do reels and traditional slot machines,” Georg Washington said.

Amy Washington said that concept applies to the HAWG platform and game.

“Everybody has their niche and the way they do it, and we are excited about the way we do it because of the flexibility of our HAWG platform and HAWG game,” Amy Washington said. “They can be virtually fine-tuned for any jurisdictions where slot machines are legal.”

Synergy Blue said they will announce their plans for G2E closer to the Oct 8th tradeshow in Las Vegas. Last year, Synergy Blue booked a 600-square-foot booth, and this year it has a booth measuring 2,000 square feet. “That should give you a trajectory of what we’re doing and the excitement level that’s going on internally here,” Amy Washington said. “We’re pretty stoked about G2E 2018.”

Georg Washington said the evolution of skilled-based gaming will be a slow progression. The concept is more entertainment based than pure slot play.

“We have to provide that entertainment for the next generation coming in,” Georg Washington said. “Then it will have to evolve for the next generation and the next generation. Whether you call it skill based or entertainment based depends on your view.”

Amy Washington said those who gamble have the time and disposable income, and what they’re seeing as a company is that expectations are starting to change.

“We see that reflected in our transitional games with the contemporary baby boomers,” Amy Washington said. “Some of our match three and connect games, which Safari Match is, they love it. They’re playing those type of games on their iPads at home. We think the change of expectations will continue as Gen Xers age.”