Danny Too, Booming Games' Head of Asia, discusses the rise of crash games, growing demand in Asia, and strategic partnerships shaping the company's future.
In the fast-evolving world of online gaming, few companies are making waves like Booming Games. Headquartered in Europe, Booming Games is a B2B distribution company that is rapidly expanding its footprint in Asia. Danny Too, the company’s Head of Asia, recently shared insights into the burgeoning gaming market, the success of crash games, and exciting partnerships that are shaping the company’s future.
The Rise of Crash Games
In an exclusive interview with Asia Casino News (ACN) during the 2024 SPiCE Philippines event held at Shangri-La Mactan in Cebu, Too highlighted the increasing popularity of crash games, which offer instant results to players. He noted that human nature often craves immediacy, which is why these games resonate so well, especially in densely populated regions like Asia. “People don’t have the patience to wait for a result,” he said.
He explained that crash games provide that quick thrill, which fits perfectly into the daily lives of players who may find themselves stuck in traffic or looking for a quick diversion. “Traffic jams are one of the most common issues in countries in Asia. When there is a traffic jam, they can just pick up their device and place a bet.”
Too emphasized that the convenience of mobile devices has further fueled the appeal of crash games. In countries where traffic congestion is a common issue, players can easily engage with these games during brief moments of downtime. “That’s the beauty of a crash game,” he remarked.
For instance, Aviator is one of the most recognizable crash games, wherein a flying plane represents the increasing multiplier. Players must cash out before the plane crashes.
Most Popular Games in the PH
What does he consider to be the most popular games now in the Philippines?
He pointed out: “From my understanding, if you’re talking about online space, I think Jili Slots have made big inroads into the Philippines. But in land-based casinos, RTG is still very dominant because they have a few legacy games like ‘T Rex’ and ‘Enchanted Garden.'”
While new formats like crash games gain traction, traditional games still hold their ground. These games have stood the test of time and continue to attract players, demonstrating that while innovation is key, there is still a strong market for established favorites.
Partnership with Ronaldinho
One of the standout initiatives for Booming Games is its partnership with retired Brazilian football legend Ronaldinho. The collaboration has birthed a new slot game, “Ronaldinho’s Spin,” which capitalizes on the footballer’s immense popularity. Too noted, “Ronaldinho was very receptive to the idea and open to business ventures. He has his own music band. He even has his own online casino brand.”
With over 76 million followers on Instagram and 56 million followers on Facebook, Ronaldinho’s endorsement brings significant visibility and traction to Booming Games.
The partnership aligns with the company’s strategic aim to enhance its brand recognition in Asia. By collaborating with influential figures like Ronaldinho, Booming Games hopes to instill confidence among consumers. “It gives confidence to the consumers,” Too explained. “When your brand is associated with someone popular, it’s easier to be recognized.”
Future Plans for Expansion
Looking ahead, Booming Games is focused on expanding its partnerships with operators in Asia. Too believes that the company has only “scratched the surface” in this burgeoning market. With a strong emphasis on branding, Booming Games aims to increase its visibility and recognition throughout the region. “We will be looking for more operators who will distribute our games in this part of the world. I think it’s very important to make the brand known in this part of the world. Branding is very, very crucial,” he stated.
In addition to enhancing existing partnerships, Too expressed a desire to sign more prominent figures in the entertainment industry. “We are going to enhance our partnerships with individuals who have lots of followers,” he said, hinting at a strategy to engage additional influencers who can resonate with the gaming community.
The Role of Influencer Marketing
Influencer marketing is set to play a significant role in Booming Games’ strategy for 2024 and beyond. Too emphasized the importance of this marketing approach, stating, “Influencer marketing is very, very important. It is one of the keys to success in Asia.” He pointed to examples of successful collaborations with well-known figures, such as mixed martial artist and professional boxer Conor McGregor as well as Spanish football player Fernando Torres, asserting that these partnerships often lead to greater brand recognition and engagement.
Ultimately, Too believes that successful negotiations with influencers will be pivotal to Booming Games’ growth. “It’s all about dollars and cents in how you actually negotiate with the influencer or the brand ambassador,” noted the winner of the Industry Influencer Award during the 2024 SPiCE Philippines Eventus Awards.
As the online gaming industry continues to grow, Booming Games is positioning itself as a formidable player in the Asian market. With a focus on innovative gaming formats, strategic partnerships, and influencer marketing, the company is poised to make a significant impact in the coming years. Danny Too’s vision and insights underscore a promising future for Booming Games, one that embraces both tradition and modernity in the world of gaming.
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