Exploring the business side of crash games.

Katya Machuganova, Gaming Product and Partnership Manager at Silverback Gaming, says crash games allow operators to reach new players, drive engagement and retention and boost revenues.

Crash games have taken the online casino market by storm, with players drawn to the simple yet action-packed gameplay they provide.

The rise of crash games has been a catalyst for the broader trend of non-traditional content gaining more traction among players, which in turn is changing online casino lobbies.

Where once the latest slot games would dominate the top spots, now we are seeing the newest crash titles sitting alongside blockbuster slot titles.

It could be argued that some operators have jumped on the bandwagon, adding crash games to their portfolios without really understanding the upsides they bring.

The FOMO is strong here, with operators that have added these games to their lobbies attracting new players while driving engagement (and session times) among current customers.

But it’s important to understand the WHY behind the popularity of crash games so that operators can maximise the tremendous potential they provide.

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Why are crash games popular?

Crash games are popular because they are intuitive and easy to understand, and this makes them a hit with lucrative audiences like Millennials and Gen Z.

Most take the increasing curve format where all the players must do is time the right moment to cash out – go too soon and the win is small, wait too long and they bust.

It’s the sort of gameplay they are familiar with from mobile/video gaming, with the high-risk/high-reward nature of the game delivering the thrills and excitement they are seeking.

Players also like the sense of control they have over the outcome, with many having their own strategies for when to cash out, and that the games are multiplayer and social.

Crash games often feature a chat function and other interaction touchpoints such as leaderboards.

This provides a totally different experience to online slots, where the action can be repetitive and often solitary.

This combination of simple gameplay, high-stakes action and social interaction is what makes Crash so popular with players and why these games are now in such high demand.

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Why add crash games to your lobby?

Online casino operators need to provide players with the games and experiences they are seeking, and this is why they must now have crash titles in the lobby.

Crash games also allow operators to engage new player groups and audiences.

As mentioned, these games have proved to be especially popular with Millennial and Gen Z cohorts, player groups that have been historically hard to reach.

This is because traditional slots and table games just don’t excite them whereas crash, whose core gameplay comes from the thrilling world of mobile games, does.

But it’s not just new audiences that operators can engage through cash (and thus grow their player-based), they can get deeper with existing players, too.

Given how easy crash games are to understand and play, traditional slot players can get the hang of it in a couple of game rounds.

They too often enjoy the edge-of-the-seat gameplay, and the chance to win big, as well as the social interaction and community that builds around the game.

Crash also provides tons of opportunities for localisation and personalisation, allowing operators to add crash games to their lobbies in all markets they target.

Crash games tend to be market agnostic, and this gives titles global appeal – operators then just need to localise currencies and language.

So, to recap, adding crash games allows operators to:

• Reach new audiences
• Deepen engagement with existing players
• Provide truly localised content easily

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The numbers add up, too:

This ultimately allows operators to not only grow their player base but also extract a much higher lifetime value from each customer.

Crash game sessions are much longer than slot sessions, with players regularly returning to the casino to play crash games and to remain active in the community that builds around them.

The numbers do add up when it comes to crash and that’s why they are no longer a nice to have but a must-have for online casino brands.

Of course, it’s still very early days for crash and studios such as Silverback Gaming are working hard on the next generation of games that will bring even more value to players and operators.

For me, crash will ultimately become a vertical in its own right with providers launching games with different themes, mechanics and bonuses – as is the case with slots.

Smart operators will get in on the action now so that they can leverage not only the potential of crash games, but also the first mover advantage while others take a “wait and see” approach.

Those that do will ensure they don’t crash out but cash in on crash games.

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